Abstract

BONVILLANI*, Andrea. LA “REVOLUCIÓN DE LA ALEGRÍA”. LA PASIÓN DESPOLITIZANTE DEL MACRISMO EN LAS ELECCIONES PRESIDENCIALES DE 2015 EN ARGENTINA. Postdata [online]. 2020, vol.25, n.2, pp.349-373. ISSN 1851-9601.

The Cambiemos triumphat the end of 2015 in Argentina, usually illustrates the decline of the Latin American progressive’s cycle that characterized the region in the last decade. In this scenario, the article proposes to reconstruct the “matrix of meaning” (according to Pêcheux) that was deployed as a discursive strategy by means of which the presidential candidate Macri was positioned in this political-electoral arena in front of Kirchnerism. It is argued that such a discursive strategy was based on a paradoxically depoliticizing political use of the electorate’s emotions, particularly the promise of happiness and joy, conceived as resulting from the deliberate avoidance of conflict and the exercise of critical thinking. For this, a socio-semiotic analysis of the campaign slogan “Revolution of joy” is developed, as well as the political exploitation of the crack’s figure. The corpus is made up of various materials produced between 2009 and 2017.

Keywords : “Revolution of joy”; depoliticization; Macri; Kirchnerism; presidential election.

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