“Long Live Freedom!”: Digital Communication of Argentina’s Emerging Libertarian Populism

Authors

DOI:

https://doi.org/10.51698/tripodos.2023.54.01

Keywords:

populism, political communication, social media, Facebook, Argentine, social media, Facebook, Argentine

Abstract

Social networks have become the ideal platform for populist leaders to directly engage with their followers, facilitating the dissemination of polarizing narratives. Populist actors have gained electoral momentum in different parts of the world by importing populist content from diverse national contexts. Argentina’s legislative elections in 2021 are a case in point. The main objective of this study is to examine the communication strategy employed by Javier Milei, an anarcho-capitalist politician, on Instagram during this electoral campaign. Through a quantitative content analysis, we identify the thematic and populist elements present in Milei’s Instagram posts. Our findings reveal a new style of ‘libertarian’ populism, which employs discursive components previously used by populist parties from various ideologies and the strategic alignment of political communication with opportunistic themes and contextual dynamics. Milei focuses on positioning himself as the leader of the electoral campaign, with minimal emphasis on concrete policy proposals. His populist strategy revolves around attacking ideological adversaries (such as communism and feminism) and denouncing the corrupt political ‘caste’. Unlike other rightwing populist politicians, Milei’s discourse does not particularly focus on the issue of immigration.

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Author Biography

Vicente Fenoll, Universitat de València

Vicente Fenoll es licenciado en Comunicación Audiovisual (2007) y doctor en Comunicación (2015) por la Universitat de València. Actualmente es profesor en los grados de Ingeniería Multimedia y Comunicación Audiovisual de la Universitat de València e imparte clases online para la Université Blaise Pascal, Clermont-Ferrand (Francia). Es miembro de los grupos de investigación Mediaflows y Cultural Narratives of Crisis & Renewal (RISE-2014-645666). En el ámbito de la investigación se centra en los estudios de encuadre y el análisis de la comunicación digital. Ha realizado estancias de investigación en universidades de Alemania (Erfurt, Ilmenau y Mainz), Argentina (Córdoba) y Chile (Valdivia).

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Published

2024-02-19

How to Cite

Tarullo, R., & Fenoll, V. (2024). “Long Live Freedom!”: Digital Communication of Argentina’s Emerging Libertarian Populism. Tripodos, (54), 94–112. https://doi.org/10.51698/tripodos.2023.54.01

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