Parties focus on core narratives
As the 24 May 2026 parliamentary elections approach, Cyprus political parties have entered full campaign mode. National anniversaries, candidate presentations, and interventions on key issues such as the economy, water management, avian influenza, and Middle East developments dominate the scene. Parties are competing to establish their narratives early, primarily through social media and traditional media outlets.
Main party strategies
- DISY emphasises stability and responsibility, presenting itself as a counterweight to populism. The party targets AKEL while highlighting technocratic proposals for economic and social policy, warning against ELAΜ’s populism.
- AKEL pursues a socially-focused and ideologically assertive approach, addressing inequality, cost of living, and workers’ rights, often using anti-imperialist rhetoric in foreign policy. Historical memory and participatory messaging reinforce its “party of the people” image.
- DIKO targets the middle class with practical, costed solutions on inflation, housing, and social policy. It positions itself as the responsible centre, avoiding extreme rhetoric and warning of ELAΜ and Direct Democracy’s rise.
- ELAM stresses national identity, patriotism, and sovereignty, with a more moderated anti-system message than before, while recent outreach to LGBTQ+ communities sparked social media debate.
- ALMA promotes reform and anti-corruption, presenting its leader as an independent guardian of transparency and accountability, aiming to attract disillusioned voters from traditional parties.
- EDEK focuses on historical continuity and unity, appealing to its legacy while striving to return to parliament amid low polling.
- VOLT markets itself as a youth-driven movement using digital storytelling, personal candidate stories, and participatory messaging, avoiding polarisation.
- Ecologists maintain a consistent green identity, highlighting environmental and climate issues, good governance, and featuring new and female candidates.
- DIPA emphasises responsible decision-making and a realistic approach without extreme rhetoric. At the same time, it faces pressure from two new parties and seeks to differentiate itself from DIKO, aiming to regain electoral momentum and recognition in a highly competitive political landscape.
“Owning the attack”: Direct Democracy’s strategy
A notable strategy in this campaign is “owning the attack”, exemplified by Fidias Panayiotou of Direct Democracy. Rather than rejecting criticism, Panayiotou reframes it as evidence of establishment targeting, boosting his anti-system profile. Through viral videos on YouTube, TikTok, and X, he dramatizes attacks and portrays them as proof that “the system fears him,” reinforcing his influencer-style authenticity.
Examples include:
- Candidate announcement (Feb 2026): Appeared on Sigma and “Mesimeri kai Kati” wearing a military helmet, dramatizing establishment opposition as “war.”
- Luxury office controversy: Framed media exposure as illegal leaks threatening safety, presenting transparent finances to assert personal accountability.
- European funds allegations: Called them “fake news” and election ploys, framing them as politically motivated targeting.
Negative campaigning: risks and limits
A Cambridge study (Dec 2025) shows personal attacks are perceived negatively and often backfire, while policy-based attacks are seen as legitimate. Non-partisan voters and supporters of other parties tend to penalize candidates using personal attacks, highlighting the risks of negative campaigning.
Social media and narratives shape the outcome
The election is emerging as a contest between traditional political narratives and digitally-enhanced strategies. Themes of stability, social justice, practical solutions, and national identity clash with anti-system rhetoric and the power of social media. Success will depend not only on policy proposals but on which party can control the narrative most effectively amid high polarisation and information overload.
Also read: Official elections portal updated ahead of parliamentary elections
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