The idea of rudeness without efficiency

The race for the mayor of Ljubljana has entered its final two weeks with a sharp divide over how candidates engage with voters. While traditional polling data suggests a tight contest, independent analysis of social media metrics indicates that incumbent Zoran Janković and his main rivals have largely abandoned digital platforms. Only one candidate, Luka Mesec, maintains a consistent presence across multiple networks, reaching hundreds of thousands of viewers daily. This discrepancy has sparked debate among analysts regarding whether current polling methods fail to capture the sentiments of younger, digitally native voters who dominate the city’s housing crisis demographics. Janković, who has led the capital since 2006, has governed primarily through phone calls, meetings, and handshakes, avoiding algorithm-driven feeds. Critics argue this approach worked when the electorate mirrored that analog lifestyle, but the city has changed. With approximately 40,000 students and another 40,000 young adults remaining after graduation, the demographic landscape has shifted. These residents often live in rental apartments costing around 20 euros per square meter. Housing prices in Ljubljana broke the 5,000-euro mark per square meter for the first time last year, despite the mayor’s previous promises to cap prices at 3,000 euros. In contrast, Mesec, the candidate for the Left party, commands significant digital attention. His average video reaches 225,000 views on Instagram, 60,000 on TikTok, 33,000 on Facebook, and 15,000 on X. This totals roughly 340,000 views per post, sustained over thirty consecutive days. By comparison, the entire Left party, including Mesec, generates about 80,000 combined views, though some content is duplicated across profiles. Other major candidates show minimal activity. Luka Mesec’s rival, Anton Rop, relies on press conferences and policy proposals, which receive little traction online. Another candidate, Primc, appears inactive on modern platforms, while Janković has maintained a low digital profile throughout his tenure. Traditional polls struggle to account for this shift. Recent surveys typically sample around 691 individuals, predominantly via landline phones, weighted based on 2022 voting patterns. Such methods miss voters who rarely participate in local elections but are active online. Historical precedents suggest these digital movements can influence results significantly. For instance, in Romania, a candidate polled at 6 percent before winning 23 percent of the vote. Similarly, Argentina’s President Javier Milei was considered an internet outlier until he took office. Analysts warn that the establishment tends to dismiss such trends, only to see algorithms deliver candidates directly to voters whom pollsters never call. A recent televised debate featuring Janković, Mesec, and Rop drew approximately 90,000 viewers nationwide. However, only 15,000 were under fifty years old. Within Ljubljana, this translates to roughly 12,000 viewers, with perhaps 2,000 to 3,000 directly affected by local housing issues. During the debate, Janković accused Mesec of lacking operational experience, labeling him a sympathetic but inexperienced figure. Mesec countered by highlighting his achievements as a minister, specifically citing the successful implementation of pension reforms. He argued that his record demonstrates practical capability, a point reinforced by the left-leaning tendencies of Ljubljana’s electorate, as evidenced by recent referendums. Political commentators note that Janković’s strategy relies heavily on an aura of invincibility. One column published by N1 Slovenia described Janković as a typical politician whose success depends on appearing unbeatable. The author suggested that once Janković enters the second round, where he will no longer be the absolute favorite, his supporters may begin to view his track record less favorably. The piece noted that Janković governs Ljubljana more like a landlord than a politician, maintaining hegemony in the city council even when his list lacks an absolute majority. Despite this, his list lost a quarter of its seats in the last election, indicating underlying dissatisfaction. Voter turnout presents another challenge. In 2022, Janković won the first round with 55,000 votes out of 89,000 cast, representing 40 percent of eligible voters. Turnout had dropped from 59 percent four years prior. Data indicates that the generation born between 1977 and 1996 is the least likely to vote. In Ljubljana, there are an estimated 60,000 eligible voters aged 18 to 40 within this cohort. If only a quarter of them participate, as is common, that yields 15,000 votes. However, if participation rises to 40 percent, similar to levels seen during a water referendum where the topic was personally relevant, the impact would be substantial. Housing remains the central issue driving voter sentiment. Mesec criticized the current administration for failing to address the housing crisis, noting that prices have risen by 70 percent in five years. He pointed out that traffic worsens annually and disparities between neighborhoods grow. Mesec stated that he is unaware of any measures adopted by the mayor to counter the housing emergency. He highlighted that the mayor has legal authority to regulate Airbnb rentals but has not done so. Mesec proposed immediate regulation, limiting short-term rentals to 60 days per year, or 30 days in certain areas, using laws passed during his government tenure. He also advocated for activating vacant properties, citing examples from Copenhagen and Amsterdam where holding empty apartments is prohibited. Mesec acknowledged that temporary absences for vacation are acceptable, but warned against entire blocks converting into tourist accommodations. He cited an incident near the Clinical Center where a resident observed a smaller block opposite his home fully converted to Airbnb units. He emphasized that this trend is expanding beyond the historic city center. The debate over housing policy and digital engagement continues to shape the campaign narrative, with both sides claiming to represent the true interests of Ljubljana’s diverse population. As the election approaches, the gap between traditional political structures and digital voter mobilization remains a critical factor in determining the outcome.