Beware RealPoliTikTok

We live in a world increasingly connected through social media, yet simultaneously increasingly disconnected from reality and political awareness. In various parts of the world, becoming a trend seems more important than developing innovative proposals. Politics has, in many ways, been hijacked by fame, and this hijacking has ultimately eroded debate and critical thinking. Politics understood as the serious exercise of power has been sidelined, giving way to a distorted and superficial version: realpolitiktok.

Unfortunately, the new generation of politicians, and even some members of the old guard, have opted for a strategy of accumulating "likes," convinced that these automatically translate into votes. There are increasingly more cases, in the United States, Mexico, Spain, and other countries, where a political career goes hand in hand with the desire to become an influencer, as if digital charisma could replace the ability to govern. There is no greater tragedy for contemporary politics than realising that today there is far less bread and far more circus than there was ten, twenty, or even thirty years ago.

There are, of course, exceptional cases. At various times, a solid communication strategy, including the use of social media, has allowed relatively unknown leaders to successfully position themselves, accompanied by clear and reasonable political agendas. This was the case with Barack Obama in the United States in 2008, Enrique Peña Nieto in Mexico in 2012, Justin Trudeau in Canada in 2015, Emmanuel Macron in France in 2017, and, more recently, Sanae Takaichi in Japan in 2026.

However, precisely because they are exceptions, they should not become the rule. I dare say that the abusive use of social media by the current political class has ultimately harmed many democracies.

Of course, it's important to raise awareness, connect with voters, build charismatic communication strategies, and generate empathy. What's unacceptable is abandoning the seriousness of political practice in favour of dances, viral challenges, and appearances designed solely to trend. The obsession with staying relevant by posting video after video is a worrying pathology. If the cult of personality through traditional channels is already dangerous, transferring it to the social media ecosystem, and now even to the use of artificial intelligence, makes it simply alarming.

When did this profession lose its seriousness? 

When did we set aside intellect for entertainment? 

Is it possible to reverse this trend?

These questions haunt me every time I observe the excessive and empty use of digital platforms for political purposes. In most cases, not a single argument is presented, nor even a minimally developed proposal, but merely a brief, unsubstantiated advertising strategy. We are facing a generation of hollow politicians, more excited by seeing their name trend than by becoming the authors of initiatives capable of improving the lives of their citizens. Realpolitiktok strikes again.

This concept is not a personal invention. The term has been coined and used by academics such as Matías Abad Merchán, a university professor, communicator, and political analyst with a master's degree in Latin American Studies from the University of Salamanca, as well as by Concepción Delgado Parra, who holds a doctorate in Political and Social Sciences from the National Autonomous University of Mexico (UNAM) and completed postdoctoral studies at Yale University. Drawing on their contributions, I seek to warn the reader about a real risk: the consolidation of passive political agendas, built on superficiality, without proposals or arguments to support those who present themselves as fresh and innovative leaders. While realpolitik advocates for realism, realpolitiktok, without nuance, bets on spectacle.

We must learn not to fall victim to this deception. It is essential to embrace our role as conscious citizens and voters, capable of resisting the allure of the image, the background music, and the carefully orchestrated rhetoric with which many aspiring politicians present themselves today. The political landscape is becoming increasingly risky because social media is a double-edged sword; while it generates a fleeting spectacle, it also conceals an uncomfortable reality. Once these politicians attain power, their interest in their constituents tends to dissipate (if such interest ever existed on their part), while their need to remain in the public eye remains undiminished. Hence the excessive use of digital platforms and the constant exposure of their private lives, a practice that frequently leads to high-impact scandals.

What truly matters shouldn't be what a politician does in their free time, but what they do for their citizens from the office they hold. Just as we demand seriousness, preparation, and responsibility from a doctor, we should apply the same criteria to those who aspire to govern. We shouldn't choose the best dancer, but the best thinker, the best strategist, and the best advocate for the public interest. The best way to protect democracy from this phenomenon isn't to react with a "like," but to put candidates to the test through tough questions, serious debates, and a genuine evaluation of their ideas, their track record, and their proposals.

This is a warning that must be taken with the utmost seriousness. The cult of personality, amplified by social media, is profoundly dangerous for democratic life. As responsible citizens, we cannot allow thirty seconds of entertainment to replace our political judgment. Defending our intellect is also defending democracy, because falling into these communicative traps fuels the polarisation and fragmentation of a world that is already deeply divided.

We must resist this new kind of political fanaticism. Just as Julius Caesar was warned to beware the Ides of March, today the warning is different and no less urgent: beware of the realpolitiktok.

Image: Flickr/Casa Presidencial El Salvador

Licence: public domain

No image changes made.