Análisis estético de la campaña legislativa 2021 del Frente Despertar/Avanza Libertad

This study examines the audiovisual aesthetics of the Frente Despertar/Avanza Libertad—a movement stemming from Javier Milei’s entry into party politics in 2020—within the context of the 2021 legislative elections. Through a cinematic lens, the visual component of a series of spots and short videos released on the current Argentine president's personal Instagram account is analyzed to identify the underlying film theory. A corpus comprising 33 mobile-format productions posted during the second half of 2020 was compiled; these videos were indexical in nature and featured key figures from the liberal-leaning coalition. Research findings indicate that the visual design drew upon the core tenets of realism advocated by André Bazin, aiming to present viewers with plausible images that preserve the visual continuity perceived by the human eye. The study’s significance lies in expanding the analytical framework of political communication to encompass a different type of discourse —one that is visual, technical, and mobile— thereby complementing studies of the verbal rhetoric through which the current Argentine president launched and subsequently established his legislative (2021) and executive (2023) candidacies.