Rita Maestre has added Dani Ayuso and Diana López, both linked to WokeUp News, to her Más Madrid primary team. The move highlights the party's growing reliance on digital communication and new political profiles.
Rita Maestre has intensified her campaign for the Más Madrid primaries by recruiting two prominent figures from the digital media sphere: Dani Ayuso and Diana López. Both are closely associated with WokeUp News, a channel often described as Más Madrid's answer to right-wing influencers with strong social media presence. Their addition signals a strategic shift as the party seeks to strengthen its communication and outreach ahead of the municipal elections in Madrid.
Ayuso, known for his regular appearances in WokeUp News videos, and López, one of the channel's founders and most recognizable faces, bring significant experience in online political messaging. WokeUp News was created to challenge the dominance of conservative communicators like Vito Quiles and Bertrand Ndongo, aiming to shape the cultural debate on digital platforms. This approach reflects a broader trend within Más Madrid, where the party increasingly draws new political talent from its media projects rather than traditional party structures.
Diana López stands out not only for her media role but also as the newly proclaimed leader of the party's youth wing and spokesperson in the San Blas-Canillejas district council. Dani Ayuso, previously an advisor to the municipal group in Madrid City Hall, now steps into a more prominent position as a key supporter of Maestre's candidacy. The party leadership continues to insist that WokeUp News operates independently, run by activists and sympathizers rather than as an official organ. However, the growing overlap between the channel's contributors and party ranks blurs this distinction, making WokeUp News a notable source of emerging political figures.
This development is part of a wider strategy by Más Madrid to compete not only in council chambers but also in the fast-moving world of social media. The party is investing heavily in digital communication, hoping to erode the absolute majorities held by Ayuso and Almeida, even as recent polls suggest this remains a challenging goal. The integration of media-savvy activists into the candidate list is seen as a response to the evolving nature of political engagement in Spain's capital.
Other personalities linked to both Más Madrid and WokeUp News include Nacho Diez, who manages the party's social media and appears frequently in the channel's content. René Soto, another regular, works in the Torrejón de Ardoz city council as an administrator for a mixed group that includes Más Madrid's Ruth Grass. Ovi Leonarte, self-described as a Más Madrid activist, has contributed to party initiatives such as the 'Programa Albatros' addressing chemsex issues in public institutions. This pattern of crossover between media and party roles is not unique to Más Madrid; similar dynamics have been observed in other Spanish political movements, as seen in coverage of public controversies like the recent conflict involving Victoria in 'Valle Salvaje'.
For context, Más Madrid has emerged as a major force in the city's political landscape since its foundation, often positioning itself as a progressive alternative to traditional parties. The party's focus on digital communication reflects broader changes in Spanish politics, where social media and online platforms increasingly shape public debate and candidate selection. As the primary race unfolds, the effectiveness of this strategy—and the influence of channels like WokeUp News—will be closely watched by both supporters and rivals.
