Javier Milei’s Rise to Power in Argentina: A Docuseries Phenomenon

Argentine President Javier Milei is set to release a docuseries on X, chronicling his journey to the presidency. The series promises to captivate viewers with behind-the-scenes footage, bold statements, and a narrative that has already sparked widespread interest and debate.

Argentine President Javier Milei made headlines again, this time not for a new policy or a controversial statement but for announcing a docuseries about his rise to power. The series, which will air on the social media platform X (formerly known as Twitter), has already begun generating significant buzz nationwide. The announcement was made via a trailer posted on Milei’s personal X account, featuring a montage of his most electrifying campaign moments and explosive television appearances.

Milei, known for his ultraliberal stance and unfiltered communication style, teased the docuseries with the tagline, “From zero to president. The phenomenon that captivates the world.” This tagline, coupled with the intense, fast-paced imagery of the trailer, hints at a series that will offer an insider’s view of Milei’s journey from an outsider in Argentine politics to the highest office in the land. The trailer, lasting just over a minute and a half, quickly became a trending topic under the hashtag #LaSeriedeMilei, with thousands of reposts and comments flooding the platform.

The series, “Milei—La Serie,” is directed by Santiago Oría, the Director of Audiovisual Production at the Argentine Presidency. Although the release date has yet to be announced, anticipation is palpable. For Milei’s supporters, the series celebrates his unconventional path to power. At the same time, his critics view it as yet another example of his penchant for self-promotion.

A Rock Star’s Journey

The docuseries trailer provides a glimpse into the content viewers can expect. It showcases Milei in his element: on the campaign trail, engaging with crowds, and delivering his signature fiery rhetoric. Clips from his television interviews are interspersed with footage of his speeches, where he doesn’t shy away from controversial statements. In the trailer, Milei likens himself to a rock star, a fitting metaphor for a politician who has consistently defied expectations and shattered norms.

Milei distinguished himself from his competitors throughout his campaign with his bold, unfiltered style. He openly attacked his political rivals, labeling them as “thieving impoverishers” and “leftist sons of bitches,” language that resonated with a segment of the Argentine electorate that was disillusioned with traditional politics. His messaging, amplified by social media, allowed him to bypass traditional media channels and connect directly with voters. This strategy proved successful, as Milei surged in the polls and ultimately won the presidency in a runoff election against Peronist candidate Sergio Massa in November 2023.

The series focuses solely on Milei’s rise to power, culminating in his victory in the presidential election. It offers viewers a behind-the-scenes look at his campaign, showcasing the energy and enthusiasm that characterized his journey to the Casa Rosada. For those who followed his campaign closely, the docuseries will likely serve as both a reminder and a celebration of the moments that defined Milei’s ascent.

The Power of Social Media in Miles’s Presidency

Milei’s decision to release the docuseries on X reflects his broader communication strategy, which has heavily relied on social media since he entered the political arena. From the outset, Milei has used platforms like X to bypass traditional media and speak directly to his supporters. This approach has allowed him to control his narrative, respond to critics in real time, and maintain a close connection with his base.

Since assuming office on December 10, 2023, Milei and his administration have prioritized social media as their primary communication tool. The platform, now owned by tech entrepreneur Elon Musk, has undergone significant changes since its acquisition, which Milei has publicly praised. He has celebrated the platform’s commitment to what he describes as “full freedom,” a stance that aligns with his ultraliberal ideology and his belief in minimal government interference.

The decision to air the docuseries on X is strategic. It reaches a broad audience and ensures that the series will be discussed and disseminated widely, especially among Milei’s active supporters on the platform. The series, by focusing on Milei’s rise rather than his governance, allows him to reinforce his image as an outsider who defied the odds, a narrative that continues to resonate with his base.

Implications of Milei’s Docuseries on Argentine Politics

The release of Milei’s docuseries has implications that extend beyond mere entertainment. It serves as a reminder of the increasingly blurred lines between politics and media, where the presentation and perception of a politician can be as influential as their policies. By framing his rise to power as a phenomenon that “captivates the world,” Milei is not just recounting his journey; he is shaping his legacy and controlling the story of his presidency.

The series also highlights the role of media and communication in modern politics, where politicians are not just leaders but also content creators. Milei’s use of a docuseries to tell his story reflects a broader trend where politicians use various media forms to engage with the public on their terms. This approach, while effective in reaching and mobilizing supporters, raises questions about the potential for manipulation and the oversimplification of complex political realities.

For Argentina, the docuseries is likely to further polarize an already divided electorate. Milei’s supporters will see it as validation of their belief in his leadership, while his opponents may view it as an attempt to distract from the challenges facing his administration. The series, by focusing on Milei’s rise rather than the realities of governing, allows him to maintain the narrative of an outsider challenging the status quo, even as he now occupies the highest office in the country.

As the docuseries prepares for release, it is clear that Milei is not just leading a government; he is crafting a brand. This brand, built on defiance, charisma, and a rejection of traditional politics, has resonated with many Argentines. However, as the country grapples with economic challenges and social divisions, the success of Milei’s presidency will ultimately be judged not by his media presence but by his ability to deliver tangible results.

Also read: Argentina’s Napalpí Massacre and the Struggle for Indigenous Reparations

Javier Milei’s docuseries on X is more than just a recounting of his campaign; it is a strategic move to reinforce his political brand and connect with his base. As Argentina watches this narrative unfold, the country’s future remains uncertain, shaped by the interplay between media, politics, and the economic realities that Milei must now navigate as president.