Maduro seeks to be cool: communication strategy to win over young people

The Venezuelan president, Nicolás Maduro, has embarked on a new path in his political communication strategy: reinventing his image of a despot in an attempt to win over young people through social media. In an effort to gain popularity and likes, Maduro has opted for a multichannel communication strategy that includes everything from variety television shows to singing contests, animated series, podcasts, Carpool Karaoke-style interviews, and viral videos on TikTok. This new facet of the Venezuelan leader aims to transform him from one of the most internationally questioned leaders to a more accessible, charismatic, and likable figure. After years of economic stabilization amid a deep crisis, Maduro seeks to project a renewed image both within and outside of Venezuela, attempting to divert attention from severe criticisms of government repression, widespread poverty, and accusations of human rights violations. Maduro's communication strategy takes on special significance in a political context marked by violations of electoral agreements and international criticisms. As the presidential elections in July approach, the Venezuelan president faces the challenge of convincing citizens of his legitimacy, seeking to attract voters through a more approachable and friendly image on social media. However, Maduro's critics see this strategy as an attempt to whitewash the image of an oppressive leader who has plunged the country into a profound humanitarian crisis. Despite his efforts to project a friendlier image, the reality of the situation in Venezuela cannot be ignored: high levels of poverty, political repression, and a humanitarian crisis that has led millions of Venezuelans to flee the country. Participation in the upcoming elections presents a challenge, with restrictions for the opposition and obstacles to voter registration abroad. While Maduro seeks to win over young people through his social media and entertainment programs, political apathy and distrust in the electoral system represent significant barriers to citizen participation. In a context of political and social tensions, Maduro's communication strategy raises questions about the legitimacy of his government and the effectiveness of his efforts to change his image. As the elections approach, Venezuela faces a complex scenario in which citizen participation and electoral transparency emerge as key elements for the consolidation of democracy in the country.