Friday November 7, the Southern Centre for Digital Transformation will host an international seminar of Prof. Oscar Barberà, who will give a talk (abstract below and flyer attached) on:

 

'From Digital to Synthetic Political Parties'.

 

15h, OVAL room (AULA OVALE).

 

Oscar Barberà is Professor in Political Science at the University of Valencia. He is an expert in political parties and digital transformations within party organizations. In Valencia, he is the coordinator of the  'Forthem Digital Transformation Lab'. Moreover, he is part of the 'Digitalisation and Politics Group' as well as of the international networks on 'BlueGreen Governance'(Horizon Europe) and 'Digirelink2' (Cost Action)

 

 

Abstract:

 

The lecture will explore the evolving nature of political parties in the digital age, tracing a trajectory from early experiments in digital democracy to the emerging phenomenon of synthetic political formations. The digitalisation of political parties transformed political communication practices, but also sought to harness the internet to promote transparency, participation, and horizontal decision-making. Most of these initiatives emphasized open-source platforms, deliberative tools, and new forms of civic engagement, challenging traditional party hierarchies. Today, however, we are witnessing a more complex transformation. The rise of artificial intelligence, generative media, and algorithmic personalization is reshaping how political communication, organization, and representation function. Rather than simply digitizing existing practices, these technologies enable the creation of synthetic political environments—where identities, narratives and interactions may be partially or wholly constructed through computational means. This lecture will explore the differences between digital and synthetic parties, while examining the logics of automation, simulation, and datafication that are increasingly embedded in political life. It will also consider the implications of these shifts for democratic legitimacy, public trust, and the nature of political agency. Are we moving toward a new form of political mediation, or a deeper crisis of representation?