Nada ser\u00e1 como antes. \u00bfHacia d\u00f3nde va Chile?<\/em>. We met in \u00d1u\u00f1oa and talked for several hours. Sebasti\u00e1n pointed out things to me that I hadn\u2019t noticed: how the millennial left currently in power mixes the Popular Unity poster with Bad Bunny on the playlist, how Boric and Vallejo are pop stars rather than party cadres, and why the left has been getting its understanding of the media wrong for decades.<\/p>\n\nHe came to Buenos Aires for the Blender Stream Lab, where he exchanged ideas with the Blender team on how to create a media outlet with a progressive spirit that speaks the language of today.<\/p>\n\n
By Lucas Malaspina<\/strong><\/em><\/p>\n\nThe Left and Everyday Consumption<\/h2>\n\n Tell me a little about where you\u2019re from and what brought you here.<\/strong><\/p>\n\nI\u2019m here because, in addition to everything I\u2019ve done in my career, I\u2019m currently working on a project called Turno, which is Chile\u2019s first streaming channel, inspired by what you all are doing\u2014by what Blender is doing. I came with my partner Nicol\u00e1s Copano, who will be speaking about artificial intelligence. We\u2019re on a sort of Chilean mission, trying to understand how this all works so we can create a media outlet with a progressive spirit that also speaks the language of today.<\/p>\n\n
The insight I\u2019ve gained over the years\u2014observing the emergence of new political movements while working in the media\u2014is that for many years, the left completely misunderstood how media outlets are built. It always wanted to talk only about politics, believing that politics is what matters most, what we seek to transform. But ordinary people\u2014as well as those interested in politics as a career, activism, or profession\u2014also have moments when they aren\u2019t thinking about politics, when they want to watch a series, listen to an album, spend time with their partner, watch Friends, or watch The Simpsons.<\/p>\n\nCamila Vallejo, a leading figure in Chilean communism, is the spokesperson for Gabriel Boric\u2019s government<\/figcaption><\/figure>\n\nThe left never addressed that; it never addressed everyday life in its content, never really addressed consumption, or a way of understanding entertainment from a perspective other than that of the mass media controlled by big capital. And that reflection is what has driven my career\u2014the possibility of creating a remix. I really like what Rosal\u00eda does with\u00a0Motomami<\/em>: as an artist trained at a conservatory who understands the codes of highbrow musical culture, she chooses the urban genre. That blend\u2014where you see her complexity and at the same time see her alongside J Balvin and Daddy Yankee\u2014strikes me as more brilliant than any 800-page treatise. Because it allows you to understand how the world intersects and opens up new possibilities.<\/p>\n\nI agree 100%. I think that if the left seeks, in a broad sense, to permeate society, it must have a clear political project. But in Argentina right now, there\u2019s a lack of clarity: if my algorithm were to say, \u201cJoin the Frente de Todos,\u201d and call on my followers to do whatever Uni\u00f3n por la Patria says, I don\u2019t know whether Uni\u00f3n por la Patria knows what it wants to do with the country.<\/strong><\/p>\n\nI don\u2019t think so. The right\u2014even if one might disagree with each of its proposals\u2014at least has a clear vision of the kind of society it wants. It has a very well-developed playbook. If you\u2019re an average voter, you listen to the speeches of the radical far right and it\u2019s clear to you what they\u2019re proposing: closing the border, dollarizing the economy. I\u2019m not saying these are good or bad proposals; I\u2019m saying they\u2019re clear.<\/p>\n\n
The left, on the other hand, after the fall of the Berlin Wall\u2014it\u2019s been almost 35 years since then\u2014still doesn\u2019t have a roadmap for what the alternative to capitalism should look like. Because what we currently have in many places is an alternative to neoliberalism, which is the ultimate evolution of capitalism. It\u2019s like a Charizard of capitalism: Charmander, Charmeleon, capitalism.<\/p>\n\n
I wouldn\u2019t say it\u2019s an alternative either; if anything, it\u2019s neoliberalism managed from the left.<\/strong><\/p>\n\nOf course. That\u2019s why I say that being anti-neoliberal\u2014which, for example, the Chilean government is\u2014is not the same as being anti-capitalist. It proposes a more humanitarian approach to the management of resources, municipalities, and regions. But that\u2019s not the same as proposing a change to the system as a whole.<\/p>\n\n
And it is hard to say, but I think it is time for the left to accept that communism is over: it did not work; it lost; it ended in defeat. That does not mean we have to accept capitalism\u2019s victory. What has to happen\u2014and I say it is hard because that headline ranges from controversial to disheartening, if you were someone who dedicated your life to a cause\u2014is to go through that painful process.<\/p>\n\n
In Chile there is an artist named Manuel Garc\u00eda, who has a song called\u00a0El Viejo Comunista<\/em>, and it tells the story of many communists. Then came Pinochet\u2019s coup d\u2019\u00e9tat, in which the leadership of the parties that formed part of the Allende government was exterminated: the MIR, Partido Comunista, Partido Socialista, and MAPU. Those who were neither murdered nor brutally tortured had to go into exile. And that trauma, whether overcome or not, leaves you emotionally committed to this idea of an alternative world. But we must accept that that dream, those ideas put forward by Carlos Marx in the 19th century and implemented along Leninist lines in October 1917, were a phase that existed, was attempted, and did not succeed. And there is still a hangover from that time, from a world that no longer exists.<\/p>\n\nFlags of Chile\u2019s Movimiento de Izquierda Revolucionaria (MIR) before Pinochet\u2019s coup d\u2019\u00e9tat<\/figcaption><\/figure>\n\nThis is a world of artificial intelligence. Today\u2019s working-class person doesn\u2019t have a hammer and sickle; they probably have a laptop and work in the service sector, not in the extraction of raw materials. And they have access to credit; they may live in a house with a leaky roof, but they still have an LED TV. These contradictions, which used to be very clear\u2014\u201cthis is imperialist music, this is the true revolutionary spirit\u201d\u2014today, if one continues to understand them that way, prevent the left not only from advancing its agenda but also from connecting with people.<\/p>\n\n
Swifties, K-pop, and Politics<\/h2>\n\n You were telling me that Swifties and K-pop fans are arenas for political action\u2014spaces where political action takes place\u2014and that we can\u2019t expect politics to be purely a matter of activism. We have to engage with and have conversations in all areas of everyday life. The right understands this well, and the left doesn\u2019t quite get it. You were telling me, for example, about contesting the narratives of Dragon Ball and Stranger Things. What else could you add about what we were discussing yesterday in that regard?<\/strong><\/p>\n\nFirst, I want to say that Goku is an icon for an entire generation. I have friends who owe all their childhood memories to this Saiyan who came to Earth, was raised by his grandfather, and was a defender with his iconic hairstyle. And I wonder: how is it possible that there aren\u2019t people in the Chilean media who speak in \u201cDragon Ball\u201d code? Who know who Bulma is, who Vegeta is, who Trunks is, who are familiar with the Buu saga and the Frieza saga. That\u2019s telling.<\/p>\n\n
In Chile, all the news anchors are from Generation X\u2014over 48 or 50 years old. There still aren\u2019t any anchors who know who Goku is. And Goku isn\u2019t the equivalent of what Taylor Swift would be today\u2014a phenomenon of the 2010s. Goku belongs to the \u201990s, to the children of the \u201990s\u2014the adults we are today. People don\u2019t talk about Dragon Ball as a cultural reference point the way they might, for example, talk about \u201980s rock.<\/p>\n\n
The thing is, there\u2019s no connection between knowing what Dragon Ball is and living it\u2014knowing what Pok\u00e9mon was, knowing what Captain Tsubasa was (Supercampeones, as it is known in Latin America)\u2014and talking about pension reform or understanding the political processes in Argentina, Venezuela, or Chile. When I saw here that on March 8 they did a special episode of Dragon Ball on Blender with Tom\u00e1s Rebord\u2014very controversial, as we discussed yesterday\u2014it was a revelation to me.<\/p>\n\nSinger Taylor Swift plays a role in the political sensibilities of her millions of followers<\/figcaption><\/figure>\n\nI thought it was fine. Whether it\u2019s a communication strategy or a political-communication strategy\u2014and the political element in Rebord\u2019s work is clear\u2014understanding it the way you frame it, it was fine. I\u2019ve discussed this with feminist friends who have reservations about Rebord, but we have to recognize that we\u2019re speaking to different audiences. There\u2019s an idea\u2014which I don\u2019t share\u2014that we shouldn\u2019t invite libertarians to participate in discussions because \u201cwe\u2019re giving them exposure.\u201d What exposure? Are they running the country?<\/strong><\/p>\n\nThat his idea resonated with many people. And it didn\u2019t necessarily resonate because they have a perfect list of ten commandments, but because several of those commandments made sense to people. They see that the different countries in Latin America are full of immigrants; in Chile\u2019s case, transnational drug trafficking groups like the Tren de Aragua have arrived and invaded the neighborhoods and downtown Santiago. There are types of crimes that weren\u2019t seen before: kidnappings, things you\u2019d only imagine in Netflix narco-series. Along those lines, the far right\u2019s message is very clear: expel all migrants; send the military into the streets. And people say: yes, that\u2019s what\u2019s needed.<\/p>\n\n
And the left stumbles, because it has always opposed the idea of closing the borders; it has always held the view that migration is a right, that we are all free people regardless of our nationalities, that nation-states are artificial constructs, and that the brotherhood among human beings transcends the land where you happened to be born. But if you look at realpolitik, all that rhetoric amounts to: \u201cDude, they\u2019re kidnapping people on the corner near my house\u2014your poetry doesn\u2019t do me any good. The other guy says he\u2019s going to deport these foreigners, so I\u2019m going with him.\u201d<\/p>\n\n
And that brings me back to the idea that there\u2019s still nothing that surpasses the alternative proposed by Marx and Engels. That was a defeat. Capitalism advanced to the next round; communism lost. It scored a goal, maybe two\u2014one in Latin America, one somewhere in Asia\u2014but in the second leg, Capitalism Football Club won.<\/p>\n\n
Ecology, migration, and the ideological reconfiguration of the right<\/h2>\n\n There was a book I wanted to recommend to you along those lines:\u00a0Los ingenieros del caos<\/em>, by Giuliano da Empoli, the same author of\u00a0El mago del Kremlin<\/em>. He is an author who is very much in vogue in Argentina right now because Santiago Caputo, Javier Milei\u2019s chief advisor, is apparently inspired by a character from that novel. And the book argues, on the subject of migrants, that whether positions are left-wing or right-wing, everyone in Europe rejects migrants. There is a matter of fear within one\u2019s square meter: foreigners inspire fear in you and become trapped under a label that is very difficult to challenge, even if your ideological outlook is left-wing.<\/strong><\/p>\n\nEnvironmentalist ideas also enter into this reconfiguration. Pablo Stefanoni\u2019s book,\u00a0\u00bfLa rebeld\u00eda se volvi\u00f3 de derecha?<\/em>\u00a0\u2014published by Siglo XXI Editores\u2014has a chapter called \u201cEl discreto encanto del homo-nacionalismo\u201d and another called \u201cHeil Pachamama.\u201d The point is that, in Europe today, far-right parties have made both the LGBT movement and environmental struggles part of their cause.<\/p>\n\nEnvironmentalism, at its origins, contains a rather racist idea: I protect my land, my territory, in the same way that I protect my blood. Those who destroy territories, those who pollute them, are the people who migrate from one place to another, because they have no reason to care for what they will later abandon. Under that logic, environmentalist ideas were born from premises closer to what later evolved into Nazism. Later, with anti-capitalist currents, as capitalism began to devour ecosystems, the argument became: \u201cNo, I\u2019m an environmentalist because I\u2019m anti-capitalist.\u201d But if you go back to the root, these ideas come from the far right.<\/p>\n\n
I don\u2019t want to get too philosophical, but anti-capitalism has a romantic or reactionary strand: the idea that opposing capitalism means turning back the wheel of history and halting the advance of the productive forces. That dovetails with what you\u2019re saying: in the view of this romantic, right-wing anti-capitalism, excessive development of the productive forces breeds disregard for the environment.<\/strong><\/p>\n\nRight. And so the right says: I don\u2019t want Greta Thunberg to carry the banner of environmentalism. There are many people who dislike her because she\u2019s someone who\u2019s making a fuss, and they say that if you go back to the roots of environmentalism, you can be very patriotic, very nationalistic, defend your homeland, and therefore want it to be clean and green. So there\u2019s no contradiction between being an environmentalist and being on the radical right. Nor is there one between being anti-immigrant and an environmentalist, because you don\u2019t want foreigners coming in to damage your ecosystems.<\/p>\n\n
Ideas that one used to associate with the left are being reconfigured\u2014with a lot of remixing. And I think that\u2019s where the left is making a big mistake. Progressivism is a form of being on the left that\u2019s adapted to capitalism: the struggles are mainly cultural, and the idea of economic struggle has been somewhat abandoned. When I started college, if someone called you a \u201cprogressive,\u201d it was an insult from the left\u2014not from the right, as it is now. People would say, \u201cI\u2019m not a progressive; I\u2019m on the left.\u201d Today, being on the left means being a progressive. Because\u2014and I\u2019m coming back to my point\u2014the key has been lost. Capitalism FC has advanced to the next round.<\/p>\n\n
Boric and Vallejo: Pop Stars of Politics<\/h2>\n\n Three things I\u2019d like you to give us as clip-worthy moments. The first: in terms of political communication, what do Camila Vallejo and Gabriel Boric represent?<\/strong><\/p>\n\nCamila Vallejo and Gabriel Boric\u2014if you look at them without knowing who they are\u2014could easily be an indie duo headlining the first day of Lollapalooza, based on their aesthetic and how they look.<\/p>\n\n
Gabriel Boric is 38 years old\u2014a millennial. He and Bukele are two faces of our generation.<\/p>\n\n
The crypto-bro and the ally.<\/strong><\/p>\n\nThe crypto-bro and the ally\u2014exactly. Gabriel Boric declared himself a Swiftie during the campaign. I want to announce here that President Gabriel Boric is not a Swiftie: I challenge him to name three songs from Taylor Swift\u2019s album\u00a0Folklore<\/em>\u00a0(which he says is his favorite), and to tell me if he\u2019s familiar with\u00a01989<\/em>, where \u201cShake It Off\u201d appears. But in the end, that doesn\u2019t matter, because you see a Swiftie saying: a president who says he likes Taylor Swift and who\u2019s also young, friendly, and cool\u2014I\u2019m going to support him. That understanding Gabriel Boric showed, I think, is a step forward. Without talking so much about these issues the way we\u2019re talking about them, he puts them into practice. Show don’t tell.<\/p>\n\nAnd Vallejo is a pioneer in this area.<\/strong><\/p>\n\nCamila Vallejo is a pop star. When she emerged in 2011 as president of the University of Chile Student Federation, she found herself at the helm of the largest university movement since Chile\u2019s return to democracy, which challenged the public education system. In Chile, going to college is like taking out a mortgage: you go into debt for 10, 15, or 20 years. The year 2011 was the second season of what began in 2006 with the \u201cpenguin movement\u201d of high school students. Sebasti\u00e1n Pi\u00f1era, the first right-wing president since the return to democracy in 1990, had taken office after 20 years of the Concertaci\u00f3n. And amid this crisis, Camila Vallejo emerged.<\/p>\n\nThe successful book by Argentine intellectual Pablo Stefanoni proved ahead of its time in its analysis of the new right-wing movements<\/figcaption><\/figure>\n\nWhy did she quickly attract attention? Because she did not have the typical image one imagines for a communist: a certain aesthetic of ponchos, seventies-era revolutionaries, Silvio Rodr\u00edguez, Quilapay\u00fan, and Mercedes Sosa. No, she was a cool 23-year-old woman. She was very compelling\u2014I am not referring to her physical beauty, but to her presence. She appeared on the covers of teen magazines and many other media outlets.<\/p>\n\n
I had the chance to work with her in communications, and handling her press requests was like being Dua Lipa\u2019s manager. She had requests from the\u00a0Washington Post<\/em>, Bloomberg, the\u00a0New York Times<\/em>, and TN\u201425 press requests a day. My phone wouldn\u2019t stop ringing. She\u2019d appear on a TV show, and the ratings would automatically go up. The networks would clear their schedules and swap out guests who\u2019d been booked long ago just to have her on, because people wanted to see her.<\/p>\n\nIf you look up her first television interview, you\u2019ll see a woman quite different from the one we know today: very shy, a little nervous. She honed her skills as a great communicator through experience. She is currently the Minister Secretary-General of Government, the spokesperson, and the face of what the Boric government is doing.<\/p>\n\n
Sometime in 2011, the lead singer of Arctic Monkeys tweeted: \u201cI had a crush on Camila Vallejo.\u201d And then Camila Vallejo ran for reelection as president of the Federation and lost. Do you know who beat her? Gabriel Boric, who was on a different ticket. She is from Partido Comunista; he came from an autonomous left that later evolved into Frente Amplio, much more Gramscian and with a clearer idea of waging the cultural battle.<\/p>\n\n
The far right, the alt-right, was the first to say: we have to wage the culture war. But Gabriel Boric also understood that clearly and put it into action. When he was a deputy, he wore grunge shirts, had a somewhat punk haircut, wore a tulle cap, sported a Deftones T-shirt, and quoted Jorge Gonz\u00e1lez of Los Prisioneros. He made lots of pop culture references, and people who weren\u2019t that into politics but did like Deftones would say, \u201cLook, he likes this, just like me.\u201d That, I think, is the impact of the Chilean path that this generation of politicians is demonstrating.<\/p>\n\n
But it also shows that even that is not enough. Culture is not enough without a political program, an ideological line that goes hand in hand with the realpolitik of how to put it into practice. That\u2019s why I\u2019m telling you, going back to the idea: it doesn\u2019t exist yet, but it could. When I say that communism is a thing of the past, I\u2019m saying that there has to be another alternative. Because capitalism, with its exploitation of fauna and flora, will lead us to a point where we can no longer sustain ourselves. The fact that communism was defeated doesn\u2019t mean we\u2019re going to allow capitalism to continue existing. It just means we have to invent a new way to propose a more just and dignified existence for all of us.<\/p>\n\n
What do you recommend for learning more about all this?<\/strong><\/p>\n\nPablo Stefanoni\u2019s book,\u00a0\u00bfLa rebeld\u00eda se volvi\u00f3 de derecha?<\/em>\u00a0\u2014published by Siglo XXI Editores\u2014I highly recommend it if you want to understand this process. It is very good. And if you want to see what we are doing, look for us on Turno, the streaming channel. Generate engagement, and please voice any views opposing the ideas I have put forward: I look forward to them.<\/p>\n","protected":false},"excerpt":{"rendered":"Sebasti\u00e1n Flores Muga is a Chilean journalist and communications professional specializing in digital media and new formats. He began his career at Las \u00daltimas Noticias, Chile\u2019s most widely read newspaper covering popular culture and entertainment, and from there built a career that led him to become digital editor of CNN Chile and communications advisor to […]<\/p>\n","protected":false},"author":103004725,"featured_media":3259,"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-3255","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\n
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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":[]}],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/lucasmalaspina.com\/wp-content\/uploads\/2024\/10\/Captura-de-pantalla-2026-04-13-a-las-3.11.26.png?fit=2232%2C974&ssl=1","_links":{"self":[{"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/posts\/3255","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=3255"}],"version-history":[{"count":1,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/posts\/3255\/revisions"}],"predecessor-version":[{"id":3260,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/posts\/3255\/revisions\/3260"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/media\/3259"}],"wp:attachment":[{"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/media?parent=3255"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/categories?post=3255"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lucasmalaspina.com\/en\/wp-json\/wp\/v2\/tags?post=3255"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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