The Alexis Tsipras has released a new video for the May 26 party name, featuring a staged dialogue of collaborators and a communications impression game.
The former prime minister continues his communication preparations for the presentation of his new political party on 26 May in Thiseio, uploading another video on social media that attempts to turn the name selection process into a political and at the same time digital show. In the new footage, Alexis Tsipras appears in a staged dialogue with his collaborators around the name of party, with references to proposals such as “Horizons”, but also lines that reinforce the image of an organised communication mechanism, where “spontaneity” operates with absolute control of script and timing.
This image is part of the overarching strategy of relaunching the Tsipras political brand, which attempts to present itself as modern, digital and directly connected to the language of social media, in a period of intense upheaval in the space of the centre-left.
“Locked script, unlocked communication”
Alexis Tsipras’ new video on the party name follows the now familiar pattern: a political process that is presented as spontaneous, but in practice seems fully staged. The discussion about “Horizons”, the partners talking about ready-made banners and T-shirts and the line “let’s unlock it” make up a narrative where the real object is not the name, but the image of a group operating like a startup.
The political substance remains in the background. Instead of an ideological stigma or a clear program, the audience watches a communications teaser that looks more like a product launch than the establishment of a political entity. And that is precisely the stakes – and at the same time the risk – of this strategy: to turn politics into a branding narrative, where the name is just the tip of a well-orchestrated impression mechanism.
