Communication strategy of the Spanish Podemos party:how not to lose the support of the electorate, becoming part of the system?

This study identifies the features of the communication campaign of the Spanish Podemos party, which helped this party to become the third political force in the country. Taking into account the difference between the discourse of Podemos, founded in 2014, and the rhetoric of the «old parties» - the People’s Party and the Spanish Socialist Workers’ Party - the conclusion is that the so-called «new language» in the Spanish political discourse played a key role in guaranteeing electoral support to this political movement. Podemos ideologists confirm that in power struggle they had to resort to a special type of discourse based on the post-structuralists’ Ernesto Laclau and Chantal Mouffe discursive theory of the hegemony, as well as on the neo-Marxist Antonio Gramsci concept of the cultural hegemony