Javier Milei, FENÓMENO BARRIAL: Political Slogans as Narrative

Javier Milei won Argentina’s 2023 presidential race to the surprise of many. His prolific use of political slogans on social media has continued into his presidency, contextualizing his agenda and the potential image he seeks to project when pursuing reelection in 2027. This investigation conducts a critical reading of Javier Milei’s political slogans through the lens of Walter R. Fisher’s narrative paradigm, identifying a clear narrative arc that portrays Milei as a populist political outsider, villainizes the political elite of Argentina, and promises a thriving Argentina rooted in libertarian fiscal policy. The subsequent rhetorical analysis integrates quantitative and qualitative assessments of Javier Milei’s social media activity, determining that these political slogans possess the paradigm’s components of narrative coherence and narrative fidelity and moreover indicate a potential narrative for Milei to assume throughout the remainder of his time in office.