Argentina’s Javier Milei: A Theatrical Campaign Amidst Political Turbulence

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Argentina’s presidential candidate Javier Milei’s campaign rallies resemble a fantastical spectacle more than a traditional political event. With attendees in full lion costumes and others sporting chainsaws in place of limbs, these rallies diverge from the usual political gatherings, drawing comparisons to fantastical events like Carnival or Comic-Con rather than a conventional electoral campaign.

Milei, a right-wing populist, has rapidly ascended from a television personality known for his fiery rants against the political elite, blamed for Argentina’s ongoing economic struggles, to a serious contender for the presidency. His unique brand of politics includes instances of cosplay, like his 2019 appearance as “General AnCap,” symbolizing anarcho-capitalism.

His rise in politics mirrors his theatricality on television, with supporters extending this flair into the political realm, using attention-grabbing props and costumes to express their allegiance, thereby gaining traction on social media.

Milei’s no-frills, libertarian approach has garnered a dedicated following, who resonate with his direct attack on the governing class amidst Argentina’s soaring inflation and increasing poverty.

Initially dismissed as a mere political curiosity, Milei leveraged his media popularity into a legislative role in the Chamber of Deputies in 2021. His presidential campaign, initially perceived as unlikely, gained significant momentum, culminating in him leading the polls in Argentina’s August primaries. However, he placed second in the October vote, trailing Economy Minister Sergio Massa by nearly seven percentage points.

As the November 19 runoff election approaches, Milei and Massa are neck-and-neck in pre-election surveys, with a significant portion of undecided voters poised to play a crucial role in the final outcome.

Milei, often likened to Donald Trump, combines a staunch belief in capitalist ideals with socially conservative views, including opposing Argentina’s recent legalization of abortion.

His supporters embrace the Trump parallel, evident in their apparel with slogans like “Make Argentina Great Again,” mirroring Trump’s iconic catchphrase. The use of the yellow Gadsen flag, a symbol of libertarian values in the U.S., further underscores this connection.

Milei’s use of a chainsaw as a prop, symbolizing his intent to slash state expenditures, has been emulated by his followers, like 47-year-old artisan Martín Argañaraz, who expresses disillusionment with political corruption.

Supporters also mimic Milei’s image, wearing lion masks as he often likens himself to the majestic animal. His striking hair has earned him the affectionate nickname “the wig,” inspiring a variety of merchandise sold by vendors at his events.

The public perception of Milei is polarized, with the term “crazy” frequently associated with him, regardless of one’s political stance.

Supporters like Sebastián Borrego, who traveled with his son to a rally, display their dedication through homemade costumes and a fervent belief in Milei’s potential to lead Argentina towards a new future.

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More about Javier Milei Campaign

• Javier Milei: The Economist Who Could Be Argentina’s Next President (Bloomberg)
• Javier Milei’s Theatrical Campaign (Reuters)
• Javier Milei: Argentina’s Right-Wing Populist (AP News)
• Argentina’s Presidential Election (BBC)