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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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Universidad Nacional del Nordeste. Facultad de Humanidades
2025
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| Acceso en línea: | https://revistas.unne.edu.ar/index.php/nea/article/view/8905 |
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| Sumario: | 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. |
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