Impactos de las innovaciones democráticas digitales en los partidos políticos: los miedos de incomunicación a través del <i>marketing</i> electoral digitalizado

Objective/context: This study examines the impacts of digital democratic innovations on political parties, with particular focus on communication breakdown fears generated by electoral marketing digitalization. Within a landscape where information technologies fundamentally reshape relationships between parties, citizens, and the public sphere, emerging risks are identified including disinformation, political discourse fragmentation, and narrative control erosion. Methodology: A qualitative methodology is employed, grounded in literature review and conceptual analysis of key categories such as digital participation, political communication, and the digital divide. Communication breakdown fears linked to hyper-segmentation, discourse automation, and algorithmic opacity characteristic of digital political marketing are explored from Political Science and Political Communication perspectives. Conclusions: While these innovations enhance citizen participation forms, they may simultaneously erode authentic political communication and increase informational manipulation. Political parties experience a paradox between technical connectivity and structural miscommunication, manifesting as information saturation that weakens political discourse meaning. The study proposes that parties adopt more transparent, critical communication strategies oriented toward rebuilding democratic trust. Originality: This work offers a comprehensive critical reading of communicative risks within the digitalized electoral marketing framework, providing relevant conceptual tools for understanding contemporary digital democracy challenges and the transformation of political bonds in the algorithmic communication era.