To "feel" and to "understand" political struggle: The national-popular rhetoric of Podemos

While communication scholars who have invoked the Gramscian concept of hegemony have approached it primarily as a designation for cultural stability and domination, there have been fewer calls for its closer consideration in relation to human agency in the process of social change. Receptive of these calls, in this article, I develop an alternative to the dominant reading of the concept to show its productiveness in the analysis of a political group's rhetorical situation. I claim that such a conceptualization advances the discussion toward a dimension of rhetorical intervention that passes from an oppressive to an emancipatory understanding of hegemony. I take as my case study the national-popular rhetoric of Podemos, a recently formed political party in Spain, which, in the context of the recent economic crisis, is building hegemony by successfully synthesizing public sentiments and intellectual involvement against austerity policies.