As Latin America Prepares for Decisive Elections
With upcoming presidential or parliamentary elections looming in countries like Chile, Argentina, Colombia, Peru, and Brazil, right-wing and liberal parties face an urgent dilemma: can they win without succumbing to the populist game?
Unlike Mexico, where there is continuity on the left, a debate has emerged regarding the possibility of a right-wing success wave in light of upcoming elections across Latin America. The question remains: can right-wing parties win in the current economic climate and given the strong appetite for populism?
Five Concrete Strategies for Right-Wing and Liberal Parties
- Stop Reacting, Start Reframing. Do not allow radical opponents to dictate the terms of debate. Reframe key issues—such as insecurity, inequality, or national identity—to highlight the strengths of liberalism. Present security not just as police presence but as community dignity and trust in institutions. Frame the economy not just around growth, but about equal dignity through opportunity. Demonstrate that liberalism is not the ideology of privilege, but a roadmap to a more decent and stable future.
- Don’t Imitate Populists, Connect with Your Voters. Address the concerns that populists exploit without copying their divisive messages. Speak about the struggles of informal workers, rural families, and frustrated youth in terms of dignity, equity, and predictability. Offer real solutions instead of empty slogans.
- Speak Clearly and Emotionally. Messages should be brief, repeatable, and emotionally resonant. Data is necessary but only convinces when integrated into stories that connect: “Freedom with Justice,” “Security with Opportunities,” “Growth Leaves No One Behind.” These phrases serve as narrative anchors in campaigns and debates.
- Master Digital Communication Without Losing Humanity. Social media is not just for going viral but for creating emotional connection. Liberal candidates should invest in strategic content: short videos, direct messages, live Q&A sessions, and local narratives. Avoid cold technocracy; show vulnerability. Share personal stories: what drew them to politics, who inspired them, and which values they won’t compromise.
- Be a Presence, Not Just a Position. Especially in opposition, don’t disappear between campaigns. Visit communities, tour markets, converse with teachers, police officers, and nurses. Organize forums in popular neighborhoods. Let people see and feel that you’re on their side. Presence-based popularity is more sustainable than viral success fueled by outrage.
Media and Civic Landscape in Latin America
The region shows mixed signals on the media and civic front: there’s fatigue with traditional elites, but a strong demand for capable leadership offering results. Surveys in several countries indicate that a significant portion of the population seeks “strong leadership” to tackle insecurity and power concentration, compelling democratic right-wing parties to balance firmness with institutional respect.
Citizen initiatives (participatory budgets, local audits, and transparency platforms) have proven that combining institutional effectiveness with social closeness rebuilds trust. Incorporating these concrete examples into campaign narratives allows for countering populist rhetoric with real-life progress cases.
Latin America Needs Competent and Connected Leadership. Right-wing parties can be this alternative in the upcoming electoral wave if they leave behind past lines and build a credible, emotionally intelligent, and results-oriented proposal for the people.
Radu Magdin was an honorary advisor to the Romanian prime minister (2014-2015) and the Moldovan prime minister (2016-2017). He currently works as a global analyst and consultant.
