Mexico's Morena Party: A Masterclass in Political Communication

The Mañanera: A Direct Line to the People

In a world of slick political campaigns and carefully curated messages, Mexico's Morena party stands out. Their secret weapon? The "mañanera," a daily press conference pioneered by former President Andrés Manuel López Obrador (AMLO). More than just a press briefing, these events became a platform for AMLO to connect directly with the public, weaving governance and storytelling into a compelling narrative.

Now, President Claudia Sheinbaum carries this torch, innovating on the tradition while building her own unique connection with the Mexican people. This unorthodox approach has not only circumvented a hostile right-wing media but also cemented a populist agenda that has reshaped Mexico's political landscape.

Bypassing the Media Gatekeepers

AMLO's mañaneras started during his time as mayor of Mexico City. Every morning, he'd brief the press on city happenings, ensuring his interpretation of events reached the public directly. Alex González Ormerod, a historian and journalist, explains the necessity of this tactic: "We’ve got to remember that the media in Mexico…was corporate media, mostly leaning to the right…This was L\u00f3pez Obrador’s way of fighting back."

These mañaneras were far from dry recitations of facts. Political strategist and writer Ezra Alcázar recalls the diverse nature of these meetings: "They were very varied; it could range from a raffle with the journalists to playing a song or talking about books." Alcázar highlighted how AMLO would weave literary references into his discourse, from Tolstoy to Mexican classics, grounding his policies in historical and moral context.

"He used extremely simple language," Alcázar continues, "…What L\u00f3pez Obrador did was understand the language of the Mexican people…and discovering the language he needed to use to communicate with them."

Combating Elite Criticism and Engaging the Masses

The mañaneras drew criticism from international media outlets, often labeled as "Trumpian" or "authoritarian." While acknowledging potential oversteps, González Ormerod differentiates AMLO's approach from Trump's, noting that AMLO "never attacked journalists in the way that Trump does. He never advocated for violence." Alcázar adds that this criticism reveals a disconnect between the elite and the masses, arguing that labeling accessible language as "populist" or "demagogic" misses the point.

The mañaneras also challenged traditional journalistic access. While facing tough questions from journalists like Julio "Astillero" Hernández and Ernesto Ledesma, AMLO navigated a fine line, cognizant of the power his words held over his followers.

From Mañaneras to Memes: Expanding the Reach

Morena’s success lies in understanding the changing media landscape. AMLO embraced the internet, recognizing the power of social media to bypass traditional media filters. This strategy, refined by Tatiana Clouthier and her team of millennials during AMLO's third campaign, incorporated memes and online engagement, making politics accessible and engaging.

González Ormerod notes the importance of this approach, stating, "His use of memes was hilarious…But he also politicized them." This direct engagement with the public created a sense of shared experience and understanding.

Lessons for the Left

Morena's success holds valuable lessons for progressives worldwide, particularly in addressing economic inequality. González Ormerod argues that economic empowerment is key to addressing issues of race and gender, saying, "The best way to deal with issues with gender and race isn’t to say, 'Let’s have a big chat'; it’s 'Let’s literally just give you money.'"

Alcázar emphasizes AMLO's focus on basic needs, stating, “'First, the poor’ is fundamental…if I have to spend half the month figuring out how to put food on the table…I won’t be able to focus on… anything else."

González Ormerod adds a final piece of advice: "Take to the streets. Go and speak to people where they are." This emphasis on direct engagement and understanding the needs of the people is a core tenet of Morena’s success.