Spanish political communication, its own model or an adaptation of the American model?

Spanish political communication starts in the years of the Political Transition, a return to democracy that translates into an updating of the political system, re-incorporating old actors and adding other new ones, in new forms of communication. This is a short period, between the start of democracy and the present moment, during which forms of Spanish political communication have evolved in an early fashion, adapting to the majority practices of European and American societies. The professionalization of political parties, use of the techniques and tools of commercial marketing, personalization... are characteristics of the new Spanish political communication that coincides with the American model.