Mid Sweden University

This study is researching the use of strategic communication in political campaigns oriented in social media platforms. The main character of this study is the Argentinian president Javier Milei during the second roundof his presidential campaign in 2023.

The method used in this study is both qualitative and quantitative with a focus on content analysis. The selected data consists of nine posts from Javier Milei’s Instagram account, both video and pictures. The analysis of the research shows the strategic frame and discourse of his message in his campaign and how it shows in social media during the second round of the presidential candidacy, even research how newspapers portray him in articles.

The conclusion of this study is that Javier Milei effectively used strategic political communication to frame himself as a populist leader against the elite. Heused social media, combined with traditional media coverage which allowed him to engage and mobilize voters through emotional and symbolic messages. His approach shows the importance of integrating various media channels to create a populist narrative to resonate with the voters in his campaign.