{"id":3223,"date":"2024-11-21T01:27:00","date_gmt":"2024-11-21T04:27:00","guid":{"rendered":"https:\/\/lucasmalaspina.com\/?p=3223"},"modified":"2026-10-12T16:22:34","modified_gmt":"2026-10-12T19:22:34","slug":"kevin-grunbaum-social-listening-political-communication-social-media","status":"publish","type":"post","link":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/","title":{"rendered":"Kevin Grunbaum: \u201cSocial media has transformed how we connect\u201d"},"content":{"rendered":"\n

There\u2019s one question Kevin Grunbaum learned to anticipate early in his career:\u00a0And what use is this to me?<\/em>\u00a0More experienced consultants would ask it whenever he presented data to them. They kept asking it. And that question, rather than discouraging him, ended up defining his work: it\u2019s not enough to download thousands of mentions or to have a complete map of the digital ecosystem if you don\u2019t know what strategic decision you\u2019re going to make with that information.<\/p>\n\n

Grunbaum is a political communication strategist, a specialist in social listening, and holds a degree in political science. He is part of the consulting firm Ad Hoc and other projects such as Pulsar. He started out in 2014 as the kid who understood Twitter and, campaign after campaign, developed a way of viewing politics from above: not from the trenches, but from a bird\u2019s-eye view.<\/p>\n\n

We spoke during one of those year-ends that never quite seem to end, with midterm elections just around the corner and Argentine politics reshaping itself in real time. <\/p>\n\n

By Lucas Malaspina<\/strong><\/em><\/p>\n\n

\n\n

How Digital Communication Entered Politics<\/h2>\n\n

When did you realize that digital political communication was here to stay and that this was the path you wanted to take?<\/strong><\/p>\n\n

Like many things in my life, I\u2019ve always been involved in politics out of personal interest. And I got into the digital world partly because of my generation. In 2014, I started working on an Argentine political website through a friend, and from there I got into social media. I started to see how it all worked and to get involved in politics partly because of my generation: I was the kid who more or less understood how Twitter and Instagram worked. I was literally the social media guy.<\/p>\n\n

As I sometimes say when I teach: we started out as nothing\u20140.5% of a campaign\u2019s budget. And over time, we grew in importance to the point that today there are campaigns in which 90% of communication\u2014especially in local campaigns\u2014is shaped by social media.<\/p>\n\n

I think it was after 2015 that I realized: this phenomenon is here to stay. Macri understood very well what was coming. I think the door-to-door campaign on Facebook was a milestone in the history of digital political communication in Argentina. The way that action spread and how many residents felt represented by it\u2014that\u2019s when we began to realize there was no turning back.<\/p>\n\n

How have you experienced the changes in politicians\u2019 attitudes toward social media over the past ten years?<\/strong><\/p>\n\n

Let\u2019s take it step by step. First: those of us who are deeply involved in this tend to think that the entire political establishment has already grasped the dynamics of the new platforms. But Argentine politics still has high-level politicians, decision-makers, and even candidates who belong to earlier generations. There\u2019s still some discomfort with the use of\u2014and the perceived need for\u2014social media, as well as with maintaining one\u2019s own digital presence. In a certain sense, that reluctance isn\u2019t entirely a bad thing, because social media rewards authenticity.<\/p>\n\n

\"\"
In 2008, Barack Obama\u2019s team stood out for its expert use of various digital tools<\/figcaption><\/figure>\n\n

But looking further back, there\u2019s a recurring pattern in every campaign: with each campaign, a new technology or platform emerges; one campaign spots it, and the others rush to copy it. In 2015, we all had to be on Facebook. Then came rudimentary videos in 2017. Then Instagram. In 2019, it was memes and stickers. In 2023, TikTok and videos of politicians speaking directly to camera perform best according to the metrics.<\/p>\n\n

It\u2019s about interpreting that new technology, reading the dynamics, reading the landscape, and having the team to carry it forward. That\u2019s what needs to be done. Politics is still processing all of this, and ten years have passed\u2014which, in historical terms, is a very short time given the sheer number of changes that have taken place.<\/p>\n\n

The Real Impact of Social Media on Society<\/h2>\n\n

Beyond politics: How do you view the impact that the spread of social media has had on our daily lives?<\/strong><\/p>\n\n

I find this much more interesting and profound than the discussion about campaign tools. As early as 2014, during Obama\u2019s second term, it was first reported that Americans were spending more time interacting on social media than in real life: I believe it was 38 minutes versus 37 per day. That was ten years ago. With the pandemic, how much has that percentage grown?<\/p>\n\n

Social media has shaped the way we view the world and the way we relate to others. And these aren\u2019t neutral spaces: they are platforms with owners, governed by a specific algorithm whose goal is to keep you engaged longer and monetize your attention. And they are largely exempt from state oversight. Social media has truly transformed the way we connect with one another and the way we live our daily lives.<\/p>\n\n

\"\"
One of the books recommended by Kevin Grunbaum<\/figcaption><\/figure>\n\n

The state is linked to the capacity to generate statistics, and in this regard, the major platforms have already surpassed many states. Not only do they have more power: I was just reading\u00a0Las redes del caos<\/em> by Max Fisher, which offers an interesting analysis of how Silicon Valley was founded. These companies were founded on a very particular philosophy\u2014one heavily based on merit and on the idea that if you\u2019re of no use, you must be quickly discarded\u2014originally by white, heterosexual men with very specific views on the state. And they carried that philosophy over into their companies. And those are the spaces where we spend most of our time. We can\u2019t do anything about it except navigate that landscape and understand how it works.<\/p>\n\n

The disruptive factor doesn\u2019t have to be the candidate<\/h2>\n\n

How does all of this work in a digital campaign? What tools are available to a candidate who isn\u2019t disruptive by nature?<\/strong><\/p>\n\n

The disruptive element doesn\u2019t necessarily have to be the candidate. It can be the way the candidate frames the key issues of an election.<\/p>\n\n

The job of a digital consultant or strategist is to understand the key themes you\u2019ll use to describe the reality around you, explain it to people, and essentially tell them why you\u2019re going to change it.<\/p>\n\n

Let me give you an example of something we did last year in Mendoza. We had a candidate with a good profile but who didn\u2019t have that disruptive edge; she wasn\u2019t the right fit for that electorate, and forcing it wouldn\u2019t have worked either. We knew the ruling coalition was divided\u2014there were two parties fighting each other after having been allies in previous years. We wanted to explain to the electorate that this fight was a fight between them. So we put two clowns in a garbage dump fighting each other. The video started with the first five seconds showing that; the camera panned, she appeared, and the pace changed completely. She was completely serious, telling you: while the clowns are fighting, we have to do something.<\/p>\n\n

That was disruptive. We managed to break through the media blockade and find a disruptive approach with very few resources. And it wasn\u2019t necessarily the person who was the disruptive element.<\/p>\n\n

Milei is disruptive because that\u2019s who he is; no one can copy that. Massa wasn\u2019t disruptive. But Massa\u2019s campaign was very good in a terrible economic context: with inflation at 200 percent and the dollar at one thousand, he reached the runoff election. You can attract attention in many ways, but it takes time and thought.<\/p>\n\n

\"\"
Sergio Massa and Malena Galmarini during the 2023 Peronist campaign<\/figcaption><\/figure>\n\n

What Is Social Listening and What Is It Used For?<\/h2>\n\n

For those who aren\u2019t very familiar with it: What exactly is social listening?<\/strong><\/p>\n\n

It\u2019s a means to an end. A tool that allows us to view the digital ecosystem from a bird\u2019s-eye perspective. For those who\u2019ve played Age of Empires: it\u2019s like activating the cheat code that shows you the entire map. It lets you see the digital ecosystem from above, but always organized around conversations, because that\u2019s how the digital ecosystem works: everything revolves around conversations.<\/p>\n\n

I\u2019m part of the political conversation, the conversation about River, and the conversation about tennis. Social listening lets me see what\u2019s happening in each of those conversations based on specific keywords. What social listening tools do is download large volumes of data\u2014thousands and thousands of mentions. A mention is every time the term I\u2019m searching for appears: if I ask the tool to download everything that says \u201cLucas Malaspina,\u201d every tweet or article where that name appears is a mention.<\/p>\n\n

What this allows me to do is put things in perspective. It lets me gauge the size of the conversation about Milei or Cristina Kirchner and compare it to others. That\u2019s key because politics has a tendency\u2014one that also affects those of us who work in politics\u2014to see itself as the center of gravity for absolutely everything, when in the digital ecosystem, it truly isn\u2019t.<\/p>\n\n

To give you a sense of scale: the PJ\u2019s internal leadership contest generated 570,000 mentions in one month. Liam Payne\u2019s death generated 270,000 mentions in 3 days. Colapinto\u2019s fall from the balcony generated 140,000. Cristina Kirchner\u2019s bid to lead the PJ generated 100,000. So, is the conversation about Cristina large? Yes. But it all depends on what you compare it with and when.<\/p>\n\n

How does it work in terms of which data can be tracked and which cannot?<\/strong><\/p>\n\n

What we measure is the public digital conversation\u2014all data that is public. You can\u2019t measure private conversations or locked profiles. Second, you measure the social media platforms you are authorized to monitor. And third, you measure text: a tweet, an article, a mention. What social listening tools pull in is text.<\/p>\n\n

That\u2019s why Twitter is overrepresented in the analyses\u2014because it\u2019s the platform that uses the most text. But in our view, Twitter is also overrepresented in the media ecosystem and the political ecosystem. There\u2019s an overemphasis on what happens on Twitter by the media and by the political sphere itself.<\/p>\n\n

As for major changes: there\u2019s a before and after Cambridge Analytica. Before, you could download everything\u2014Facebook gave you everything via the API. After Cambridge Analytica, all the privacy policies changed, and you could hardly download anything anymore. That left Twitter as a vast island of information. When Elon Musk bought Twitter, that changed again: you can no longer freely download data, and you can only do so if you have a partnership with the platforms. That has greatly limited access to social listening and also makes it clear that the platform owners control the data pipeline they make available to you.<\/p>\n\n

The Milei Administration and Identity Construction on Social Media<\/h2>\n\n

The decline in conversation about inflation and the dollar that you mentioned: what explains that?<\/strong><\/p>\n\n

It\u2019s one of the most interesting findings from what we\u2019ve been tracking since November of last year. The topics that dominated the 2023 campaign were inflation and the dollar; in October, the month of the elections, Insaurralde was the only topic that briefly surpassed them. And since this administration took office, the conversation about inflation has fallen to a surprising extent.<\/p>\n\n

That goes some way toward explaining the present and how the Milei administration uses digital platforms to constantly build identity. The administration is building an identity around its voters through social media, through online discourse, and through the way the \u201cother\u201d is constructed on social media. I find it very funny when Kirchnerists are associated with communists. I know many Kirchnerists, and most of them never in their lives imagined they would be viewed as communists.<\/p>\n\n

Building identity based on the polarization of an \u201cus\u201d and a \u201cthem\u201d is nothing new, nor is hyper-segmentation: it used to happen with radio stations. But now we\u2019re seeing actors emerge who use this as a central element to forge identity. And the state is slow to respond, with fewer tools to control what\u2019s happening, while the concept of truth and the scientific method for arriving at an answer are being dismantled. What\u2019s real and what isn\u2019t no longer matters: what matters is who tells you.<\/p>\n\n

And how does that affect the opposition?<\/strong><\/p>\n\n

There\u2019s something about the dynamics of La Libertad Avanza that\u2019s starting to spread to other sectors. We tracked the exchange between Milei and Cristina on Twitter. Milei is the nerve center of politics: we\u2019re talking about 12 million mentions per month, now down to 7 million. The second most-mentioned figure, Cristina, reaches 700,000. Even at his lowest point, Milei gets ten times as many.<\/p>\n\n

It\u2019s interesting because when Cristina appears, everything else fades into the background. She regains the spotlight and positions herself as Milei\u2019s opponent. But the battle takes place on the playing field where Milei feels comfortable\u2014where he built his identity, where he understands how things work, and even how far he needs to take the debates. Milei retweeted a photo of himself walking mandrills immediately after a spat with Cristina. That says something about how this dynamic works.<\/p>\n\n

A host of traditional players\u2014such as Peronism and the press\u2014who were scandalized by the chaotic logic of the ruling political force ended up embracing that very logic. But that logic is neither comfortable nor familiar to them. Milei is cut out for that kind of discourse; his entire discursive structure is built for it. It\u2019s like Formula 1 materials: they\u2019re super-flexible so they can withstand vibrations. Milei is just like that: he can say he\u2019s going to dollarize, then say he can\u2019t dollarize, and just keep going. Political structures with 30 or 40 years of activism are more rigid and end up breaking.<\/p>\n\n

And that doesn\u2019t just apply to Peronism: the PRO is also caught up in that dynamic. The entire political landscape is trying to figure out which direction to take, because anger and tearing everything down already have an owner in Argentina.<\/p>\n\n

Digital Communities and How to Reach Them<\/h2>\n\n

How does politics organize its presence in digital communities?<\/strong><\/p>\n\n

A friend shared a meme, and someone told him, \u201cFewer memes and more activism.\u201d It seems to me that there\u2019s something politics needs to start understanding: the digital ecosystem is a space where debates take place. Memes don\u2019t replace activism\u2014we have to keep doing that\u2014but memes have political power when it comes to conveying an ironic message to someone who works eight hours a day in front of a computer and whose only connection to politics is social media. That meme can spark something.<\/p>\n\n

As for communities: we are social beings who need to be with others to survive. The same is true on social media. On social media, we belong to communities with whom we connect, whether or not we are active users. Roughly 90% of people on social media just watch without interacting. Only 1% generates most of the content. The rest listen, watch, sometimes leave a like, sometimes share, sometimes linger a little longer reading a tweet\u2014and in doing so, they feed information to the algorithm.<\/p>\n\n

What those of us who work in politics need to do is understand how to reach these different communities. Reaching a community with a message about an administration\u2019s work is not the same as reaching it with an election message. We need to understand how that community speaks, who its key figures are, and how it presents itself. Some communities are highly caustic and reactive, while others are positive. You have to know which community you\u2019re entering and what you\u2019re going to encounter.<\/p>\n\n

This requires investing in advance. You can\u2019t wait until the election campaign in June and then try to hire social listening services to do strategic work in communities. Campaigns are expensive, and social listening is an expensive tool. It\u2019s an investment you have to make with clear objectives.<\/p>\n\n

\"\"
Luis Gusm\u00e1n\u2019s book is set during Argentina\u2019s last military dictatorship<\/figcaption><\/figure>\n\n

What do you recommend we read to better understand all of this?<\/strong><\/p>\n\n

For me, the bible is\u00a0Fake news, trolls y otros encantos<\/em>, by Natalia Aruguete and Ernesto Calvo. It gives a very clear idea of how messages circulate and spread on social media.\u00a0Las redes del caos<\/em>, by Max Fisher, is one of the last books I read, and it\u2019s really good. And then, to understand politics a bit better, I recommend\u00a0Villa<\/em>, by Luis Gusm\u00e1n: it tells the story of a government doctor before and during the dictatorship who did what had to be done and ended up becoming an accomplice. I think it explains a bit how the minds of the people around us sometimes work\u2014that not everything is premeditated and that not everything is black and white. And that sometimes politics is defined by much simpler things, like having 200% inflation for a year.<\/p>\n\n

Where can we find you if we want to keep up with you?<\/strong><\/p>\n\n

On my social media. On Instagram, I\u2019m @kevingrun<\/a>, and on Twitter\/X, I\u2019m @KevinGrun92<\/a>. And also on the Ad Hoc consulting firm\u2019s social media accounts, where we\u2019re constantly posting analyses and reports.<\/p>\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s one question Kevin Grunbaum learned to anticipate early in his career:\u00a0And what use is this to me?\u00a0More experienced consultants would ask it whenever he presented data to them. They kept asking it. And that question, rather than discouraging him, ended up defining his work: it\u2019s not enough to download thousands of mentions or to […]<\/p>\n","protected":false},"author":103004725,"featured_media":3224,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[121871],"tags":[],"class_list":["post-3223","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nKevin Grunbaum: Social Listening, Political Communication, and Social Media<\/title>\n<meta name=\"description\" content=\"Kevin Grunbaum, a political communication strategist and social listening specialist, discusses digital communities, identity-building by the Milei administration, and how disruption works in a campaign.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kevin Grunbaum: Social Listening, Political Communication, and Social Media\" \/>\n<meta property=\"og:description\" content=\"Kevin Grunbaum, a political communication strategist and social listening specialist, discusses digital communities, identity-building by the Milei administration, and how disruption works in a campaign.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/\" \/>\n<meta property=\"og:site_name\" content=\"Lucas Malaspina\" \/>\n<meta property=\"article:published_time\" content=\"2024-11-21T04:27:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-12T19:22:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/lucasmalaspina.com\/wp-content\/uploads\/2026\/04\/KevinGrunbaum.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"720\" \/>\n\t<meta property=\"og:image:height\" content=\"477\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"lucasmalaspina\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"lucasmalaspina\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"15 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/\"},\"author\":{\"name\":\"lucasmalaspina\",\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/#\\\/schema\\\/person\\\/5a0f9f532b3275a2ec7efe26234f70c8\"},\"headline\":\"Kevin Grunbaum: \u201cSocial media has transformed how we connect\u201d\",\"datePublished\":\"2024-11-21T04:27:00+00:00\",\"dateModified\":\"2026-10-12T19:22:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/\"},\"wordCount\":2913,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/lucasmalaspina.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/KevinGrunbaum.jpg?fit=720%2C477&ssl=1\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/\",\"url\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/\",\"name\":\"Kevin Grunbaum: Social Listening, Political Communication, and Social Media\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/lucasmalaspina.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/KevinGrunbaum.jpg?fit=720%2C477&ssl=1\",\"datePublished\":\"2024-11-21T04:27:00+00:00\",\"dateModified\":\"2026-10-12T19:22:34+00:00\",\"description\":\"Kevin Grunbaum, a political communication strategist and social listening specialist, discusses digital communities, identity-building by the Milei administration, and how disruption works in a campaign.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/#primaryimage\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/lucasmalaspina.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/KevinGrunbaum.jpg?fit=720%2C477&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/lucasmalaspina.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/KevinGrunbaum.jpg?fit=720%2C477&ssl=1\",\"width\":720,\"height\":477},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/2024\\\/11\\\/21\\\/kevin-grunbaum-social-listening-political-communication-social-media\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Kevin Grunbaum: \u201cSocial media has transformed how we connect\u201d\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/\",\"name\":\"Lucas Malaspina\",\"description\":\"Political communication and public affairs in the socio-digital chaos\",\"publisher\":{\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/#organization\",\"name\":\"Lucas Malaspina\",\"url\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/lucasmalaspina.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/LM2027-1-edited.png?fit=1023%2C1023&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/lucasmalaspina.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/LM2027-1-edited.png?fit=1023%2C1023&ssl=1\",\"width\":1023,\"height\":1023,\"caption\":\"Lucas Malaspina\"},\"image\":{\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/#\\\/schema\\\/person\\\/5a0f9f532b3275a2ec7efe26234f70c8\",\"name\":\"lucasmalaspina\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e68f3496168b30d970d12cc82cabbdf9c7715eeccec1ef6b9c24a51ef7de066a?s=96&d=identicon&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e68f3496168b30d970d12cc82cabbdf9c7715eeccec1ef6b9c24a51ef7de066a?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e68f3496168b30d970d12cc82cabbdf9c7715eeccec1ef6b9c24a51ef7de066a?s=96&d=identicon&r=g\",\"caption\":\"lucasmalaspina\"},\"sameAs\":[\"http:\\\/\\\/lucasmalaspina.com\"],\"url\":\"https:\\\/\\\/lucasmalaspina.com\\\/en\\\/author\\\/lucmalaspina\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Kevin Grunbaum: Social Listening, Political Communication, and Social Media","description":"Kevin Grunbaum, a political communication strategist and social listening specialist, discusses digital communities, identity-building by the Milei administration, and how disruption works in a campaign.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/","og_locale":"en_US","og_type":"article","og_title":"Kevin Grunbaum: Social Listening, Political Communication, and Social Media","og_description":"Kevin Grunbaum, a political communication strategist and social listening specialist, discusses digital communities, identity-building by the Milei administration, and how disruption works in a campaign.","og_url":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/","og_site_name":"Lucas Malaspina","article_published_time":"2024-11-21T04:27:00+00:00","article_modified_time":"2026-10-12T19:22:34+00:00","og_image":[{"width":720,"height":477,"url":"https:\/\/lucasmalaspina.com\/wp-content\/uploads\/2026\/04\/KevinGrunbaum.jpg","type":"image\/jpeg"}],"author":"lucasmalaspina","twitter_card":"summary_large_image","twitter_misc":{"Written by":"lucasmalaspina","Est. reading time":"15 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/#article","isPartOf":{"@id":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/"},"author":{"name":"lucasmalaspina","@id":"https:\/\/lucasmalaspina.com\/en\/#\/schema\/person\/5a0f9f532b3275a2ec7efe26234f70c8"},"headline":"Kevin Grunbaum: \u201cSocial media has transformed how we connect\u201d","datePublished":"2024-11-21T04:27:00+00:00","dateModified":"2026-10-12T19:22:34+00:00","mainEntityOfPage":{"@id":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/"},"wordCount":2913,"commentCount":0,"publisher":{"@id":"https:\/\/lucasmalaspina.com\/en\/#organization"},"image":{"@id":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2026\/04\/KevinGrunbaum.jpg?fit=720%2C477&ssl=1","inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/","url":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/","name":"Kevin Grunbaum: Social Listening, Political Communication, and Social Media","isPartOf":{"@id":"https:\/\/lucasmalaspina.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/#primaryimage"},"image":{"@id":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2026\/04\/KevinGrunbaum.jpg?fit=720%2C477&ssl=1","datePublished":"2024-11-21T04:27:00+00:00","dateModified":"2026-10-12T19:22:34+00:00","description":"Kevin Grunbaum, a political communication strategist and social listening specialist, discusses digital communities, identity-building by the Milei administration, and how disruption works in a campaign.","breadcrumb":{"@id":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/#primaryimage","url":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2026\/04\/KevinGrunbaum.jpg?fit=720%2C477&ssl=1","contentUrl":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2026\/04\/KevinGrunbaum.jpg?fit=720%2C477&ssl=1","width":720,"height":477},{"@type":"BreadcrumbList","@id":"https:\/\/lucasmalaspina.com\/en\/2024\/11\/21\/kevin-grunbaum-social-listening-political-communication-social-media\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/lucasmalaspina.com\/en\/"},{"@type":"ListItem","position":2,"name":"Kevin Grunbaum: \u201cSocial media has transformed how we connect\u201d"}]},{"@type":"WebSite","@id":"https:\/\/lucasmalaspina.com\/en\/#website","url":"https:\/\/lucasmalaspina.com\/en\/","name":"Lucas Malaspina","description":"Political communication and public affairs in the socio-digital chaos","publisher":{"@id":"https:\/\/lucasmalaspina.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/lucasmalaspina.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/lucasmalaspina.com\/en\/#organization","name":"Lucas Malaspina","url":"https:\/\/lucasmalaspina.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/lucasmalaspina.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2026\/05\/LM2027-1-edited.png?fit=1023%2C1023&ssl=1","contentUrl":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2026\/05\/LM2027-1-edited.png?fit=1023%2C1023&ssl=1","width":1023,"height":1023,"caption":"Lucas Malaspina"},"image":{"@id":"https:\/\/lucasmalaspina.com\/en\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/lucasmalaspina.com\/en\/#\/schema\/person\/5a0f9f532b3275a2ec7efe26234f70c8","name":"lucasmalaspina","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/e68f3496168b30d970d12cc82cabbdf9c7715eeccec1ef6b9c24a51ef7de066a?s=96&d=identicon&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/e68f3496168b30d970d12cc82cabbdf9c7715eeccec1ef6b9c24a51ef7de066a?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e68f3496168b30d970d12cc82cabbdf9c7715eeccec1ef6b9c24a51ef7de066a?s=96&d=identicon&r=g","caption":"lucasmalaspina"},"sameAs":["http:\/\/lucasmalaspina.com"],"url":"https:\/\/lucasmalaspina.com\/en\/author\/lucmalaspina\/"}]}},"jetpack_publicize_connections":[],"jetpack_likes_enabled":true,"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pg0sU9-PZ","jetpack-related-posts":[{"id":3156,"url":"https:\/\/lucasmalaspina.com\/en\/2021\/06\/28\/maxi-aguiar-without-tiktok-peru-left-us-behind\/","url_meta":{"origin":3223,"position":0},"title":"Maxi Aguiar: \u201cWhile We Debated Whether It Was Possible to Win Without TikTok, Peru Left Us Behind\u201d","author":"lucasmalaspina","date":"28 de June de 2021","format":false,"excerpt":"By Lucas Malaspina (with editing by Agust\u00edn Cesio and Diego S\u00e1nchez) Pedro Castillo defeated Keiko Fujimori in Peru's runoff election. However, instability has been commonplace for several years in a country with the highest level of political disaffection in the region. Castillo is a left-wing teachers' unionist with strong support\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2021\/06\/Pedro-Castillo-Maximiliano-Aguiar-Lucas-Malaspina.jpg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2021\/06\/Pedro-Castillo-Maximiliano-Aguiar-Lucas-Malaspina.jpg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2021\/06\/Pedro-Castillo-Maximiliano-Aguiar-Lucas-Malaspina.jpg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2021\/06\/Pedro-Castillo-Maximiliano-Aguiar-Lucas-Malaspina.jpg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2021\/06\/Pedro-Castillo-Maximiliano-Aguiar-Lucas-Malaspina.jpg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3166,"url":"https:\/\/lucasmalaspina.com\/en\/2020\/12\/08\/iago-moreno-tiktok-in-political-communication\/","url_meta":{"origin":3223,"position":1},"title":"Iago Moreno: TikTok in Political Communication","author":"lucasmalaspina","date":"8 de December de 2020","format":false,"excerpt":"Spanish researcher Iago Moreno explains how TikTok is transforming political communication and why emerging right-wing movements use it more effectively. Notes for candidates and consultants on its algorithm, content strategy, audiovisual language, political influencers, and new ways of going viral. By Lucas Malaspina (edited by Agust\u00edn Cesio and Diego S\u00e1nchez)\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/Iago-Moreno-Lucas-Malaspina.jpg?fit=1200%2C801&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/Iago-Moreno-Lucas-Malaspina.jpg?fit=1200%2C801&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/Iago-Moreno-Lucas-Malaspina.jpg?fit=1200%2C801&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/Iago-Moreno-Lucas-Malaspina.jpg?fit=1200%2C801&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/Iago-Moreno-Lucas-Malaspina.jpg?fit=1200%2C801&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3138,"url":"https:\/\/lucasmalaspina.com\/en\/2023\/05\/04\/andres-elias-in-todays-politics-you-adapt-or-you-die\/","url_meta":{"origin":3223,"position":2},"title":"Andr\u00e9s El\u00edas: \u201cIn today\u2019s politics, you adapt or you die\u201d","author":"lucasmalaspina","date":"4 de May de 2023","format":false,"excerpt":"By Lucas Malaspina (with editing by Ezequiel Kopel) Andr\u00e9s El\u00edas\u00a0is a vibrant guy. A 41-year-old Ecuadorian based in Mexico, he has been working on political campaigns throughout Latin America. He is the author of\u00a0Campa\u00f1eando (2021), a true manual of digital political communication in which he explains in depth how to\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/campaneando-andres-elias-lucas-malaspina.jpeg?fit=1080%2C792&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/campaneando-andres-elias-lucas-malaspina.jpeg?fit=1080%2C792&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/campaneando-andres-elias-lucas-malaspina.jpeg?fit=1080%2C792&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/campaneando-andres-elias-lucas-malaspina.jpeg?fit=1080%2C792&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/campaneando-andres-elias-lucas-malaspina.jpeg?fit=1080%2C792&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3133,"url":"https:\/\/lucasmalaspina.com\/en\/2024\/05\/23\/juan-courel-peronism-today-has-no-direction-or-alternative-model\/","url_meta":{"origin":3223,"position":3},"title":"Juan Courel: \u201cPeronism today has neither a sense of direction nor an alternative model\u201d","author":"lucasmalaspina","date":"23 de May de 2024","format":false,"excerpt":"Juan Courel is one of Argentina's most important political consultants because of his large-scale work. In 2023 he made the leap to Chile, working for Gabriel Boric's government in that country's constitutional plebiscite with the \u201cEn contra\u201d campaign.\u00a0 Before that, he worked on Alberto Fern\u00e1ndez's victorious presidential campaign against Mauricio\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/original.jpg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/original.jpg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/original.jpg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/original.jpg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/11\/original.jpg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1560,"url":"https:\/\/lucasmalaspina.com\/en\/2025\/11\/05\/zohran-mamdani-communist-startup-new-york\/","url_meta":{"origin":3223,"position":4},"title":"Zohran Mamdani: a \u2018communist\u2019 start-up in New York","author":"lucasmalaspina","date":"5 de November de 2025","format":false,"excerpt":"If you work in public or political affairs and your conclusion about Mamdani is \u201cthat happens in New York, here it's different,\u201d you're misreading it. What is being tested is not (only) an ideology, but a format of power: simple narrative, attention war, technological infrastructure to achieve maximum memorability, agility,\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-05-a-las-19.06.56.png?fit=1200%2C748&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-05-a-las-19.06.56.png?fit=1200%2C748&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-05-a-las-19.06.56.png?fit=1200%2C748&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-05-a-las-19.06.56.png?fit=1200%2C748&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2025\/11\/Captura-de-pantalla-2025-11-05-a-las-19.06.56.png?fit=1200%2C748&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3144,"url":"https:\/\/lucasmalaspina.com\/en\/2022\/07\/23\/how-petro-became-president-of-colombia\/","url_meta":{"origin":3223,"position":5},"title":"How Petro became president of Colombia","author":"lucasmalaspina","date":"23 de July de 2022","format":false,"excerpt":"By Lucas Malaspina Petro won on an uneven playing field. He was able to win because Colombia had changed considerably before the election and because he was willing to listen to changes in society, even when that was difficult for him (\u201cstubborn,\u201d his partner called him). Petro was interested in\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2022\/07\/Petro-Malaspina.png?fit=904%2C1200&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2022\/07\/Petro-Malaspina.png?fit=904%2C1200&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2022\/07\/Petro-Malaspina.png?fit=904%2C1200&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2022\/07\/Petro-Malaspina.png?fit=904%2C1200&ssl=1&resize=700%2C400 2x"},"classes":[]}],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2026\/04\/KevinGrunbaum.jpg?fit=720%2C477&ssl=1","_links":{"self":[{"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/posts\/3223","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/users\/103004725"}],"replies":[{"embeddable":true,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/comments?post=3223"}],"version-history":[{"count":1,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/posts\/3223\/revisions"}],"predecessor-version":[{"id":3226,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/posts\/3223\/revisions\/3226"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/media\/3224"}],"wp:attachment":[{"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/media?parent=3223"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/categories?post=3223"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/tags?post=3223"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}