ABSTRACT
One of the key aspects of Podemos’ success is often cited as its media savvy strategy, and that it has managed to reach out to people in new ways, thus garnering more support. In many ways, Podemos is indeed at the forefront of integrating social media into its everyday practices. This chapter takes the online practices of Podemos into account and asks how this relates to the relationship between affect and organizational models. It analyses the online practices of Podemos and the types of subjectivities produced. The chapter argues that virtual ties, which encompass the same relationship between affect and signification as visceral ties, are definitely present to a similar degree in Podemos as within the Indignados movement; they serve a slightly different function. In many ways, Podemos is considered a true innovator in terms of participation, exhibiting characteristics of Q2, the horizontal/rational. Television signified the breakthrough for Podemos, or at least for Pablo Iglesias.
