The discursive strategy of the libertarian triumph: an analysis of Javier Milei’s enunciation during his presidential campaign.
Abstract
In the current context, with Javier Milei as a representative figure in public opinion, it is necessary to study the political-discursive arena that enables the liberal-libertarian identity. This article aims to observe Javier Milei’s enunciation during his presidential campaign to describe and analyze the political-discursive strategies. This will be carried out through Laclau and Mouffe’s Political Discourse Theory, while also considering other more schematic contributions from various authors.
The analysis will consist of observing interventions – considered significant – by Javier Milei in different media: campaign TV spots at various stages, presidential debates, Instagram posts by the candidate himself, and other appearances in interviews on traditional TV programs.
From these analyses, strategies emerge, such as exploiting the centrality of imagery, information bubbles, and the accelerated temporality of the homovidens in the present day. The transmission of simple, explicit ideas that appeal to voters’ emotions is part of this, as well as the highly symbolic images against “the caste.” Freedom will only be possible with Milei as president, who, by awakening "lions," will put an end to Argentina’s failure.
Keywords:
Javier Milei, enunciation, presidential campaign, freedom, political caste.License
Copyright (c) 2024 Victoria Gross
This work is licensed under a Creative Commons Attribution 4.0 International License.
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