Argentina’s President Javier Milei has been escalating his attacks against the media in a manner reminiscent of former US President Donald Trump. His aggressive tactics, particularly on social media, have caused concern due to his influence and the power of his office. Milei’s strategy involves targeting journalists and media outlets that do not share his views, while also utilizing personal attacks to discredit his opponents.
One of Milei’s recent targets is Editorial Perfil SA, a media house that he has accused of being on the brink of bankruptcy due to his government’s decision to cut official advertising to zero. The president has also made personal attacks against the company’s co-founder, Jorge Fontevecchia, which follow a pattern of insults that Milei has used throughout his political career. Interestingly, Milei’s attacks often focus on physical characteristics, despite his own apparent preoccupation with his image.
Milei’s political strategy relies on selecting enemies to engage in high-profile battles against, which serve as the foundation for his communication strategy. This approach feeds into the digital tribe’s need for validation and helps Milei maintain political momentum despite his lack of a clear policy plan. Milei’s inner circle, including his sister and presidential chief-of-staff Karina Milei, as well as political advisor Santiago Caputo, are instrumental in orchestrating this culture war against perceived enemies.
At the heart of Milei’s culture war is his campaign against the media, which he believes has become corrupted and obsolete. Despite his own rise to prominence being facilitated by the traditional media, Milei is now dedicated to dismantling the journalistic ecosystem as it currently stands. The president and his inner circle have adopted a selective approach to engaging with the media, favoring friendly outlets and journalists who only ask softball questions.
Milei has singled out Perfil as his primary enemy within the media landscape. His accusations against the company, including false claims about salary payments and potential bankruptcy, have created uncertainty and fear among employees, providers, and advertisers. The president’s attacks on Perfil are part of a broader strategy to position himself as a heroic figure engaged in a battle against a corrupted journalistic caste, which resonates with a significant portion of his electorate.
Argentina has a history of authoritarian governments attempting to silence critics, with Milei’s aggressive stance against the media following in this pattern. Despite his admiration of former leaders like Carlos Menem, Milei’s tactics have drawn comparisons to Néstor Kirchner and Cristina Fernández de Kirchner. His efforts to control the narrative and suppress dissent raise concerns about the state of press freedom in Argentina.
