Spanish commentator Javier Ors has argued that modern politics is shifting from traditional party platforms toward image driven influencers who rely on charm and appearance. Writing in World Stock Market on August 18, 2026, Ors stated that voters in contemporary democracies are increasingly choosing photogenic personalities over political programs.
Ors contended that public voting behavior will ultimately center on candidate appeal rather than party affiliation. He noted that in an influencer-focused society, voters will select figures whose charismatic smiles make false statements sound like truth.
Historical Shift in Political Image
Tracing the origin of image based politics, Ors pointed to Spain during the 1970s. He wrote that Adolfo Suárez, the young leader of the Union of the Democratic Centre (UCD), established a trend for handsome politicians in Iberia. Suárez served as Spain's first prime minister after the restoration of democracy following the dictatorship of Francisco Franco.
Ors observed that Spain historically doubted its own culture, genius, and individualism until foreign observers from Britain or France validated them. However, he wrote that Suárez emerged as an early trending topic through his personal charm and public presentation.
The column also highlighted the 1960 televised presidential debate between John F. Kennedy and Richard Nixon in the United States. Ors wrote that this debate demonstrated how television would shift political authority from policy concepts to candidate photogenia. The 1960 debate is widely recognized as a landmark moment that transformed American electoral campaigning by prioritizing visual media over radio broadcasts.
Slogans and Social Media Profiles
Ors argued that former leaders required coherent national visions, clear speeches, and distinctive messaging to connect with voters. He cited former Spanish Prime Minister Felipe González, who led the Spanish Socialist Workers' Party (PSOE) from 1982 to 1996. González famously wore a corduroy jacket that functioned as a visual slogan summarizing his Andalusian socialist identity.
According to Ors, that political lucidity unraveled during Spain's debate over NATO membership. He wrote that today's politicians no longer need to defend economic policies, relying instead on polished Instagram posts, timely social media feeds, and curated digital profiles.
Ors noted that exemplary biographical narratives, such as the intellectual introduction presented by former U.S. President Barack Obama, belong to an earlier era of political propaganda. In a society dominated by short slogans, traditional speeches have lost their former influence.
Contemporary Leaders and Muscle Politics
The columnist cited contemporary leaders who embody this focus on visual appeal, including Canadian Prime Minister Justin Trudeau and Spanish Prime Minister Pedro Sánchez. Ors wrote that image syndicalism in public life has flourished through these telegenic figures.
Ors also highlighted American politician Abdul El-Sayed, a doctor and progressive activist who gained national attention during the 2018 Democratic gubernatorial primary in Michigan. Ors noted that El-Sayed shook the foundations of the Democratic Party, yet many supporters admired his muscular physique rather than his left wing stance, which some viewed as a reaction to Donald Trump.
Concluding his column, Ors wrote that democratic elections will increasingly resemble endorsement contests where personal image eclipses ideology and party principles.
