Outsiders: Lorena Villaverde's electoral campaign on Instagram (Río Negro, Argentina, 2023)

Abstract

The paper analyses the leadership style of Lorena Villaverde, a national deputy for the district of Río Negro, Argentina, as represented by the political force, La Libertad Avanza, on her Instagram account during the 2023 election campaign. The methodological approach adopted is qualitative, with content analysis serving as the primary technique. The analysis considered three fundamental variables: the role of a political outsider, the influence of a right-wing political orientation, and the presence of women in politics. Consequently, the pertinent literature on political communication, women's leadership and right-wing studies is articulated. In the context of social networks and the formation of leadership, the significance of the image on Instagram is advantageous, as it enables interaction with voters through the personalisation of leaders. The leadership of right-wing women encounters a tension related to the fact that a woman leader reaching positions of power can be understood as a conquest against patriarchy. However, this does not imply that their leadership constitutes a conquest, since in many cases, gender issues are not on their agenda, or they even take positions contrary to many of the demands that come from them. La Libertad Avanza is assumed to be a new break-in party resulting from a right-wing merger. This constellation of attributes constitutes a democratic dilemma. During the electoral campaign, Villaverde presented herself as a political outsider in numerous Instagram posts. She emphasises that her decision to enter politics alongside the then presidential candidate, Javier Milei, and her background in the private sector, are significant assets. She positions herself as a businesswoman, citizen and mother from Río Negro who becomes a local spokesperson for the ideas promoted by the national leader of the space.