Abstract

Populist representation is the process by which a body or set of bodies become the signifier of a powerful act of political transgression of the social order. We call this specific type of representative linkage ‘synecdochal representation’. In it, the leader’s body performs three key functions: it mirrors certain popular traits that are characterized as ‘low’, it displays marks of exceptionality, and it appropriates symbols of institutional power. These tasks are performed through particular ways of acting, dressing, talking, eating, and the like, in public. Social media has become a key locus for bodily self-presentation because it is used to create the appearance of intimacy and spontaneity through the distribution of ‘candid’ pictures and videos. This paper will analyze how the self-presentation of populist and non-populist leaders are established through Twitter, what images they choose to disseminate, and how they are re-signified by the audience. To do so, we will focus on the two Latin American politicians: Cristina Fernández (with a populist style) and Mauricio Macri (with a technocratic one).