Resumen

CICOWIEZ, Mariano. Javier Milei’s body design in the 2023 presidential campaign. Rev. Cien. Soc. [online]. 2025, vol.38, n.57, e317.  Epub 01-Dic-2025. ISSN 0797-5538.  https://doi.org/10.26489/rvs.v38i57.8.

In the 2023 Argentine presidential elections, La Libertad Avanza broadcast a series of spots and short videos featuring its leader and current president, Javier Milei, which represented a double representation of his corporeality. This paper examines, from an aesthetic and visual perspective, the candidate’s procedures for modulating the signifying body (Verón, 2001). It is concluded that his representation recreated a physical corporeality and a symbolic one that transcends it, both of which coexisted in the audiovisual productions.

Palabras clave : electoral campaign; Javier Milei; audiovisual spot; technical images; signifying body.

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