Extreme challenge YouTuber, content creator, and sweatshirts in parliament—everything you’d never associate with a politician. Yet, 24-year-old Fidias Panayiotou recently made headlines as he was officially elected as a Member of the European Parliament (MEP) for Cyprus in July 2024. As an independent candidate, Fidias secured a record-breaking 71,330 votes, just 5% shy of the top two politicians elected alongside him.
This raises the question: Has our modern political landscape fundamentally changed?
A foray into his YouTube career
For those unfamiliar with the Cypriot YouTuber, Fidias began his journey in 2019 as a challenge-based content creator. His channel rose to prominence in 2022 when he camped outside X’s (formerly Twitter) office, seeking a hug from Elon Musk.
From physically demanding “Hunger Games”-inspired challenges to mega shopping sprees, Fidias attracted over 2.7 million subscribers, delivering entertaining content to a global audience. However, his journey was not without controversy. Between 2022 and 2023, he created a series attempting to traverse countries like the United Kingdom and Japan for free, culminating in a police case in India for evading train fares. Despite ethical concerns, Fidias’ risk-taking nature propelled his international fame, resonating with audiences fascinated by his daring escapades.
Social media centric political campaign
Given his unconventional background, few predicted Fidias’ move into politics in 2024. When he announced his candidacy, many dismissed it as another YouTube stunt— even his family found it hard to take him seriously, especially when he wore three ties and shorts to a press event early in his campaign.
Nonetheless, Fidias’ expertise in new media and content creation proved pivotal in winning over the public.
According to Forbes, key principles of successful marketing include understanding your audience, experimenting with diverse content, and adopting a people-first approach. Fidias embodied these principles throughout his campaign.
Despite initial skepticism over his quirky attire, he struck a chord with voters by speaking exclusively in the local Cypriot dialect during television appearances, contrasting with other politician’s formal speeches. He also focused his campaign on demystifying the workings of the EU and local politics, increasing transparency for the average individual, including himself, having had little understanding of the political system in detail.
Beyond these, Fidias has also repeatedly emphasised that his initial goal for campaigning was to encourage votership in Cyprus more than actually winning. To boost votership, Fidias did what he knew best: He challenged himself to run across Cyprus, along the path that divided the region between the Turkish and Greek Cypriots, filming himself in the process.
These efforts were further amplified on social media. According to Fidias, he believed that it was more important that people got to know who he was in real life in order to build trust and rapport. As such, the majority of his campaign was not only posted online in both short and long form videos such as reels and podcasts, but was also broadcasted live on live streams. This allowed him to maximise his reach, appealing to younger audiences who encouraged their eligible family members to vote for him.
At a time when trust in the Cypriot government was at an all-time low due to persistent corruption, Fidias’ grassroots approach resonated deeply. Investigations by the International Consortium of Investigative Journalism (ICIJ) in 2022 exposed Cyprus as a hub for financial misconduct, with Russian elites exploiting lax regulations. A European Opinion Survey that year revealed 94% of Cypriots believed corruption was widespread. Fidias, seen as an untainted and relatable figure, hence offered a glimmer of hope for restoring true democracy.
A boon or bane for politics
Fidias’ political journey has undoubtedly redefined public expectations of politicians. His campaigns emphasized voter engagement, transparency, and fostering connections with citizens, something that continues till today in the form of vlogs documenting and explaining his political journey in the European Parliament.
However, his unconventional methods have also raised concerns. A key criticism revolves around his reliance on social media polls to guide his political decisions. Initially, he used polls to decide whether to run independently or with a party, a move that proved effective in winning the hearts of Cypriots. More recently, he employed them to determine his stance on the re-election of Ursula von der Leyen as President of the European Union.
While democratic in spirit, this approach poses significant risks. Governments are elected to make informed decisions for the collective good, considering the complexities and trade-offs involved. Social media polls, often influenced by incomplete information or external influence, risk oversimplifying nuanced issues. Worse, they allow input from individuals outside Cyprus, opening doors to manipulation by ill-intentioned actors. This contrasts with regulated, secure mechanisms like referendums which are still employed by many governments worldwide today.
Fidias’ intentions are undoubtedly well-meaning, reflecting a desire to empower citizens in what has been described as a “true democracy”. However, striking a balance between engaging the public and exercising informed, independent judgment is essential for responsible governance. Ultimately, democratically elected leaders are implicitly granted the right to decide the best course of action for their people via the social contract. It is crucial that leaders utilise this right to improve the lives of the people to restore and maintain the legitimacy and trust in democracy in order for regime longevity.
The future of the global political landscape
Fidias symbolizes a new era of politics. Citizens are increasingly rejecting corrupt governments and disconnected politicians. In this generation, voters prioritise character and values over accolades and prestige.
This shift heralds the dawn of an era where democracy thrives on transparency and accountability. Governments must adapt, embracing the voices of the people while maintaining the discernment needed to navigate the complexities of governance. As Fidias’ journey unfolds, it serves as both an inspiration and a cautionary tale for politicians worldwide.
References
AP News. (2023, October 2). Europe’s anti-corruption group says Cyprus must hold politicians more accountable amid distrust. AP News.
Froomkin, D., Shapiro, I. (2024, December 18). Democracy. Britannica.
https://www.britannica.com/topic/democracy
Panayiotou, F. (2024, July 12). How I Won the European Elections. Youtube (FIdias).
https://www.youtube.com/watch?v=ZvNazaqjRlM
Shah, S. (2022, November 23). Explainer: Social Contracts. IDEA international.
https://www.idea.int/blog/explainer-social-contracts
Theodoulou, N. (2021, May 31). Low voter turnout as trust plummets. Cyprus Mail.
https://cyprus-mail.com/2021/05/31/low-voter-turnout-as-trust-plummets/
Wild, F. (2023, November 14). What is the Cyprus Confidential? The leaks that reveal Russian’s way into Europe. The Bureau of Investigative Journalism (TBIJ).
Young Entrepreneur Council (2023, June 17). Nine Guiding Principles New Marketers Should Follow Right Away. Forbes.
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