Zohran Mamdani's victory in New York and a revolutionary communication campaign

Zohran Mamdani, the newly elected mayor of New York, has captured international attention thanks to an innovative and participatory election campaign that combined activism, visual communication and authenticity. In an interview on RSI, Jean-Patrick Villeneuve, Full Professor at the Faculty of Communication, Culture and Society and Director of the USI Institute of Communication and Public Policy (ICPP), analysed the secrets of his victory.

For Prof. Villeneuve, the strength of Mamdani's campaign was its ability to break with traditional American political patterns. "When Mamdani began his campaign, he was relatively unknown to the general public. However, he succeeded in winning support in New York City, a stronghold for Democrats. He chose to mobilise volunteers and concentrate on the concrete needs of the citizens, steering clear of grand rhetoric or major political issues. Instead, he focused on everyday life—an experience he shares with many voters." Authenticity, Villeneuve observes, was therefore one of the key elements of his campaign: "In his communication, he actively engaged with people on the streets and in various boroughs of New York. His approach included direct participation and inclusive language, along with a distinctive visual identity that set him apart from the more traditional styles seen in American politics."

Another distinctive aspect was the use of social media and the aforementioned visual style: "His idea, in visual terms, was to emphasise that he is not a traditional Democrat. This almost 'content creator' approach proved to be significant and is connected to his personal history—he made music, and his mother worked in Bollywood, among other experiences. This formula worked for Mamdani because it reflects his style and personality. However, when someone else attempted to replicate this approach, it did not succeed."

Villeneuve, however, believes that the Mamdani model is unlikely to be replicated in Europe or Switzerland: "Americans do things differently than in Europe and, in our case, Switzerland. Mamdani is becoming a model of political communication, and some are already trying to follow in his footsteps. Still, in a political system like ours, which is more consensual and fragmented, such a campaign would probably not work in the same way."

The professor remains cautious about the new mayor's ability to translate his victory into concrete results: "The most challenging aspect of communication is balancing a 'cool' demeanour while delivering political content. Mamdani succeeded by making extraordinary promises, but it is uncertain whether these promises will resonate in New York. Only time will tell." According to Villeneuve, the real test will come in the coming months: "The big challenge, the next step, is the mid-term elections in 2026. If the new mayor is able to bring about change in New York and deliver on his promises, he could also have a positive impact at the national level. If not, it could be a worrying sign for the Democrats."

The full interview with Jean-Patrick Villeneuve, conducted by Sara Giacomini of RSI, is available by clicking here. (Italian only)