Mompó, A., & Barberà, O. (2026). Organizing the data-driven campaign: Party officers, external providers and party grassroots in Spain. Journal of Information Technology & Politics, 1–15. https://doi.org/10.1080/19331681.2026.2731438
The article explores the organizational adaptation of Spanish political parties to the digitalization and datafication of campaigns. Through the perspective of the heads of communication teams, it analyzes the different strategies parties follow to incorporate the necessary skills and knowledge in digital communication and data processing—whether by professionalizing their own teams, integrating consultants and agencies from so-called “digital ecosystems,” or mobilizing volunteers and activists.
The results show a landscape generally controlled by internal party teams, rejecting the quasi-mythical figure of the spin doctor as an advisor with direct access to leaders and the ability to bypass organizational channels. However, it also illustrates a clear trend toward increasingly decentralizing campaigns, integrating external agents (volunteers or contractors) who provide the party with data, expert advice, and support for the central goal of capturing voters, both on social media and on the ground.
The study contributes to the debate on party professionalization and outsourcing trends, highlighting a complex situation in which organizational staff, agencies, and grassroots activists coordinate to carry out the different aspects of digital governance.