Javier Milei and the Digital Army: An In-Depth Analysis of Social Media Tactics

Introduction

The claim that "Javier Milei maneja un ejército de trolls en las redes sociales con ayuda de influencers favorables a las narrativas del gobierno" suggests that the Argentine president utilizes a coordinated network of online operatives, including trolls and influencers, to shape public discourse and promote his political agenda. This assertion is partially true, as evidence supports the existence of a structured digital strategy employed by Milei and his team. This article will explore the background of this claim, analyze the evidence, and provide a comprehensive understanding of the tactics used in Milei's social media strategy.

Background

Javier Milei, an economist and politician, rose to prominence in Argentina through his unconventional and often provocative communication style, particularly on social media platforms like Twitter (now X) and TikTok. His approach has been characterized by a mix of populism and libertarianism, appealing to a younger demographic that increasingly relies on social media for information. According to a study by the Universidad Austral, over half of young people in Argentina primarily gather news from social media, making it a crucial battleground for political discourse [2].

Milei's campaign strategy has included a significant focus on digital platforms, where he has developed a network of influencers and content creators to amplify his messages. This strategy has been described as an "organic system" that incorporates various actors, including influencers, content creators, and even trolls, to engage with the electorate [2].

Analysis

The claim regarding Milei's use of trolls and influencers can be dissected into several components:

1. Trolls and Bots: Reports indicate that Milei's team employs a network of trolls and bots to manipulate social media discourse. Fernando Cerimedo, a key strategist in Milei's digital campaign, has openly acknowledged the use of "granjas de trolls" (troll farms) to enhance Milei's visibility and influence online [3][7]. These trolls are utilized not only to promote Milei's content but also to attack opponents and suppress dissenting voices.

2. Influencers: Influencers play a pivotal role in Milei's strategy. Many of them have transitioned from being independent content creators to official communicators for Milei's administration. For instance, Iñaki Gutiérrez and Eugenia Rolón, both prominent influencers, have been integrated into Milei's team and are responsible for managing his social media presence [4][9]. Their content often includes memes and provocative posts designed to resonate with younger audiences.

3. Campaigns of Discredit: Evidence suggests that Milei's digital strategy includes organized campaigns aimed at discrediting critics and political opponents. Reports have documented instances where trolls have engaged in harassment and intimidation tactics against those who oppose Milei's views [3][8]. This has raised concerns about the normalization of aggressive and hostile discourse in Argentine politics.

4. Content Strategy: Milei's communication style is marked by a blend of humor, sarcasm, and aggression, which has been described as "trolling" in the political context. Analysts have noted that this approach effectively engages emotions and distracts from more substantive policy discussions, allowing Milei to dominate the narrative [1]. His frequent interactions on social media, including liking and retweeting controversial posts, further illustrate his commitment to this style of engagement.

Evidence

The evidence supporting the claim that Javier Milei operates a digital army of trolls and influencers is substantial:

• Troll Farms: Reports from various sources confirm the existence of organized troll farms that promote Milei's candidacy and attack his opponents. Cerimedo has stated, "We use trolls to generate more relevance and to trick the algorithm into thinking our content is more important" [3][7]. This acknowledgment highlights the strategic intent behind the use of trolls.

• Influencer Integration: Influencers like Gutiérrez and Rolón have transitioned into roles within Milei's administration, blurring the lines between independent content creation and official government communication [4][9]. Their involvement signifies a deliberate effort to harness the power of social media influencers to bolster Milei's image.

• Campaigns of Intimidation: Instances of harassment and intimidation against critics have been documented, with reports indicating that dissenters face online attacks orchestrated by Milei's supporters [3][8]. This tactic serves to silence opposition and create a climate of fear among those who might challenge Milei's authority.

• Engagement Metrics: The engagement metrics on Milei's social media posts often reflect an unusual pattern, with spikes in likes and retweets that suggest coordinated activity from accounts lacking genuine user profiles [3][7]. This manipulation of social media dynamics is indicative of a broader strategy to amplify Milei's messages artificially.

Conclusion

The claim that Javier Milei manages an army of trolls and influencers to shape public discourse is partially true, supported by substantial evidence of organized digital strategies aimed at promoting his political agenda. The use of troll farms, the integration of influencers into his administration, and the engagement in campaigns of intimidation against critics all point to a calculated effort to dominate the narrative in Argentine politics.

As social media continues to play a critical role in political communication, the implications of Milei's tactics raise important questions about the nature of discourse in democratic societies. The normalization of aggressive online behavior and the manipulation of public perception through digital means could have lasting effects on political engagement and public trust.

References

1. Fernández Martino, B. (2024). La metodología del "presidente troll": así actúa Javier Milei en las redes sociales. CNN Español. Retrieved from CNN Español
2. TN. (2023). Así funciona el poderoso ecosistema de redes de Javier Milei. Retrieved from TN
3. La Nación. (2023). Así funcionan las granjas de trolls que promueven a Milei y atacan a sus críticos. Retrieved from La Nación
4. Data Clave. (2023). Mucho más que tuiteros: el ejército de influencers y trolls que llegó al gobierno y Milei valida. Retrieved from Data Clave
5. Swissinfo. (2024). El presidente "troll" Milei gobierna Argentina a través de las redes. Retrieved from Swissinfo
6. La Prensa Gráfica. (2024). Un botón silenciador y otras medidas del gobierno de Javier Milei contra la prensa en Argentina. Retrieved from La Prensa Gráfica
7. El Diario. (2024). Así funciona el ejército de trolls que Milei ha incorporado a su estrategia. Retrieved from El Diario
8. Infobae. (2023). El estratega digital de Milei: tenemos unas 50,000 cuentas creadas artificialmente. Retrieved from Infobae
9. El Diario AR. (2024). "Ministerio de Trolls": cómo actúa el ejército virtual de Milei. Retrieved from El Diario AR