Gabriel Rufián: Political strategy and communication style

Gabriel Rufián, the parliamentary spokesperson for Esquerra Republicana de Catalunya (ERC), has established himself as a prominent figure within the political space to the left of the PSOE. Unlike other leaders in his orbit, Rufián utilizes a more relaxed and communicative approach to connect with audiences, particularly on digital platforms like TikTok.

His political trajectory includes shifts in focus, moving from a strictly secessionist discourse toward broader social debates. While his ideological foundations remain rooted in radical leftism, his media strategy aims to project competence and accessibility rather than confrontation. This approach is seen as an attempt to attract voters in a landscape where traditional separatist rhetoric may be losing momentum and where the broader left-wing coalition faces challenges in maintaining electoral appeal.