57-year-old Rodrigo Paz spent the last few years traveling across Bolivia, posting hundreds of videos on social media, and cultivating a significant following as a TikTok influencer.
His efforts appear to have paid off. Preliminary results from the first round of the Bolivian presidential election last weekend show Paz leading with 32.1% of the vote. He is followed by former right-wing president Jorge "Tuto" Quiroga, who secured 26.8%.
While the extent to which his TikTok fame influenced the election remains unclear, Paz's lead is a surprise. Just a week before the election, polls placed him third or fifth among the 6 candidates.
Paz is the son of former president Jaime Paz Zamora, who led Bolivia from 1989 to 1993. Zamora ran for re-election twice, finishing 4th both times.
"He has the same charisma as his father. He knows how to connect with people," said 51-year-old lawyer Sara Medina, commenting on Paz. Paz and Quiroga will face each other in a runoff election on 19/10 to determine Bolivia's next leader.
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Candidate Rodrigo Paz in La Paz, Bolivia, on 17/8. Photo: *AFP* |
Unlike his rivals, who relied heavily on television appearances and street campaigning, Paz connected with voters through a combination of TikTok and direct interaction. He seemingly bypassed the expense of flyers and rallies.
"This is a case where authenticity and online storytelling have trumped traditional mass media and money," said political analyst Erick Hurtado.
Despite his novel campaign strategy, Paz is not a political newcomer. He has two decades of political experience, having served as mayor, council member, deputy senator, and senator for the Christian Democratic Party.
Paz's popularity surged after choosing Edman Lara as his running mate. Lara, nicknamed "Captain Lara", is also a social media personality.
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Vice presidential candidate Edman Lara in La Paz, Bolivia, on 18/8. Photo: *AFP* |
Since 2023, Lara has been an anti-corruption activist, using videos and livestreams on Instagram and TikTok to expose police abuse, garnering tens of thousands of likes and comments.
"While Lara was active on social media, Rodrigo traveled the country," said Hurtado. Paz stated he visited 220 of Bolivia's 340 municipalities in the past 4 years.
The next round of voting will be different for Paz and Lara. They will be the focus of national debate and targets of attacks from their opponent.
"They are no longer the surprise candidates. They need to deepen their narrative, expand their proposals, and defend themselves from social media controversies while maintaining their connection with voters," Hurtado assessed.
Ngoc Anh (According to AFP, AP)
