Abstract
This research analyzes the discursive strategies of far-right movements in Latin America, focusing on the use of emotional narratives as a tool for political mobilization and the construction of collective identities. Using an interdisciplinary approach (political science, sociology of emotions, and critical discourse studies), it examines how these groups articulate a narrative based on affective polarization, fear of otherness, and nostalgia for an idealized social order. Through a qualitative analysis of public discourses, content on social media, and in some electoral campaigns, different populist narratives are identified, such as the victimization of historical majorities (“the betrayed people”), the demonization of political adversaries as “existential enemies,” and the promise of moral restoration through authoritarian solutions. The results demonstrate that these narratives are not limited to charismatic leaders, such as Bolsonaro, Milei, and Bukele, but are also spread through alternative media ecosystems that normalize ethnic, gender, and socioeconomic exclusion. The study concludes that Latin American far-right populism operates as a reactive discourse to crises of political representation and a conservative discourse where it exposes denial of the right to abortion, climate change, scientific evidence, and ethnic-racial equality, leveraging digital platforms to convert social unrest into electoral capital.
Presenters
Angel Rodríguez SolerInvestigador-Docente, Comunicación, Política y Relaciones Internacionales, Centro de Investigaciones de Política Internacional (CIPI), Cuba
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Economic, Social, and Cultural Context
KEYWORDS
Populism,Analysis, Emotions, Political, Communication, Cultural
