The viral outsider: An analysis of Javier Milei’s discourse through social semiosis

This paper analyzes Javier Milei’s discourse through Eliseo Verón’s social semiosis framework, combined with psychoanalytic theories on adolescence. It focuses on the phenomenon of youth support (ages 16-25) for Milei during his 2023 presidential campaign and examines how his discourse and performan...

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Autor principal: Tovorovsky, Julia
Formato: Artículo revista
Lenguaje:Español
Publicado: Universidad Nacional del Nordeste. Facultad de Humanidades 2025
Materias:
Performance
Semiosis social
Juventud
Milei
Social semiosis
Youth
Acceso en línea:https://revistas.unne.edu.ar/index.php/nea/article/view/8905
Aporte de:
Revistas UNNE - Universidad Nacional del Noroeste (UNNE) de Universidad Nacional del Nordeste
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spelling I48-R154-article-89052025-12-18T23:11:03Z The viral outsider: An analysis of Javier Milei’s discourse through social semiosis El outsider viral: Análisis del discurso de Javier Milei desde la semiosis social Tovorovsky, Julia Performance Semiosis social Juventud Milei Performance Social semiosis Youth Milei This paper analyzes Javier Milei’s discourse through Eliseo Verón’s social semiosis framework, combined with psychoanalytic theories on adolescence. It focuses on the phenomenon of youth support (ages 16-25) for Milei during his 2023 presidential campaign and examines how his discourse and performance acquire symbolic effectiveness within this sector. Through the conditions of production, circulation, and recognition, it is observed that Milie’s discourse functions as a disruptive performance that affectively challenges young audiences, beyond its ideological content. His image –marked by confrontational attitudes, informal aesthetics, and provocative rhetoric– mirrors behaviors characteristic of adolescence, generating identification processes. His discourse’s social media circulation amplifies this identification, transforming it into a viral cultural phenomenon. The analysis of Milei’s discourse allows for a better understanding of new forms of political identification among young people. Este trabajo analiza el discurso de Javier Milei desde el enfoque de la semiosis social de Eliseo Verón, articulado con teorías psicoanalíticas sobre la adolescencia. Se parte del fenómeno del apoyo juvenil (16–25 años) a Milei durante su campaña presidencial de 2023 y se examina cómo su discurso y performance adquieren eficacia simbólica en ese sector. A través de las condiciones de producción, circulación y reconocimiento, se observa que el discurso mileísta se configura como una performance disruptiva que interpela afectivamente a los jóvenes, más allá de su contenido ideológico. Su imagen —marcada por actitudes de confrontación, estética informal y retórica provocadora— remite a comportamientos característicos de la etapa adolescente, generando procesos de identificación. La circulación en redes sociales potencia esta identificación, transformando su discurso en un fenómeno cultural viral. Se concluye que el análisis de Milei permite comprender nuevas formas de identificación política juvenil. Universidad Nacional del Nordeste. Facultad de Humanidades 2025-12-18 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.unne.edu.ar/index.php/nea/article/view/8905 10.30972/nea.738905 Ñeatá; Vol. 7 Núm. 3 (2025); 1-11 2718-7268 spa https://revistas.unne.edu.ar/index.php/nea/article/view/8905/8601 https://creativecommons.org/licenses/by-nc/4.0
institution Universidad Nacional del Nordeste
institution_str I-48
repository_str R-154
container_title_str Revistas UNNE - Universidad Nacional del Noroeste (UNNE)
language Español
format Artículo revista
topic Performance
Semiosis social
Juventud
Milei
Performance
Social semiosis
Youth
Milei
spellingShingle Performance
Semiosis social
Juventud
Milei
Performance
Social semiosis
Youth
Milei
Tovorovsky, Julia
The viral outsider: An analysis of Javier Milei’s discourse through social semiosis
topic_facet Performance
Semiosis social
Juventud
Milei
Performance
Social semiosis
Youth
Milei
author Tovorovsky, Julia
author_facet Tovorovsky, Julia
author_sort Tovorovsky, Julia
title The viral outsider: An analysis of Javier Milei’s discourse through social semiosis
title_short The viral outsider: An analysis of Javier Milei’s discourse through social semiosis
title_full The viral outsider: An analysis of Javier Milei’s discourse through social semiosis
title_fullStr The viral outsider: An analysis of Javier Milei’s discourse through social semiosis
title_full_unstemmed The viral outsider: An analysis of Javier Milei’s discourse through social semiosis
title_sort viral outsider: an analysis of javier milei’s discourse through social semiosis
description This paper analyzes Javier Milei’s discourse through Eliseo Verón’s social semiosis framework, combined with psychoanalytic theories on adolescence. It focuses on the phenomenon of youth support (ages 16-25) for Milei during his 2023 presidential campaign and examines how his discourse and performance acquire symbolic effectiveness within this sector. Through the conditions of production, circulation, and recognition, it is observed that Milie’s discourse functions as a disruptive performance that affectively challenges young audiences, beyond its ideological content. His image –marked by confrontational attitudes, informal aesthetics, and provocative rhetoric– mirrors behaviors characteristic of adolescence, generating identification processes. His discourse’s social media circulation amplifies this identification, transforming it into a viral cultural phenomenon. The analysis of Milei’s discourse allows for a better understanding of new forms of political identification among young people.
publisher Universidad Nacional del Nordeste. Facultad de Humanidades
publishDate 2025
url https://revistas.unne.edu.ar/index.php/nea/article/view/8905
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