As the World Cup climate begins to win over the public agenda ahead of the 2026the digital ecosystem of Javier Milei has decided to amalgamate football passion with the narrative of national “refoundation.” In the last hours, the President shared a video generated through Artificial Intelligence (AI) which, far from institutional sobriety, proposes a playful and aggressive allegory about its economic management.
The playing field: between the “stocks” and “inflation”
The audiovisual piece, produced by militants from its digital core, presents a hyperrealistic Milei characterized as an elite player. In the video’s narrative, the president advances through a playing field full of obstacles that represent Argentina’s structural problems: he deftly avoids floating labels of “poverty” and “inflation”while destroying in its path walls that symbolize the “stocks” exchange rate and “crime”.
The metaphor is clear: the economic plan is not just a technical roadmap, but a heroic race where success is measured by the elimination of obstacles that, according to the official discourse, it inherited from previous administrations. The use of AI allows the Government to project an image of dynamism and modernity, contrasting with the paralysis that it attributes to its detractors.
The dehumanization of the adversary
However, the most controversial element of the video lies in the representation of the opposition. Under the derogatory term of “kukas”Kirchnerism sympathizers are visually characterized as cockroaches. In the course of the “play”, Milei not only avoids financial problems, but also runs over these insects on her way to the goal.
This resource of dehumanization of the political adversary It is not new in the communication of the new global rights, but it acquires a particular dimension in the local context. By reducing the opponent to the category of a pest, official communication abandons the field of discussion of ideas to settle into a logic of symbolic extermination, essential to sustain the fervor of its hard core on social networks.
Communication in the code of “Cosmic Barrel”
The title of the piece inevitably evokes Víctor Hugo Morales’ historical story about Diego Maradona, trying to capture that mystique of the impossible made reality. But, unlike the football genius, here the play is predetermined by algorithms and the result is a virtual construction.
For the Casa Rosada, this type of content fulfills a double function: on the one hand, it simplifies the complex processes of economic stabilization into a digestible epic for mass consumption; On the other hand, it keeps the polarization active that allows the President to avoid the wear and tear of management. In the year of the World Cup, Milei seems to have decided that his best defense—and his best attack—is to play the game of public opinion with the rules of digital fiction.
