The humour of La Libertad Avanza's militancy in Argentina's 2023 election campaign

Abstract

The article discusses how the political humour accounts that supported La Libertad Avanza (LLA) operated in the Argentinean election campaign of 2023. Through an exploratory study, which combined theories of the laugheable with a socio-semiotics of hypermediatisation, we comparatively analysed LLA's political humour accounts with the other political forces on Instagram, Facebook, X, YouTube and TikTok. Some of the results were: 1) LLA's political humour had no tensions with LLA's proposals, unlike what happened with Unión por la Patria; 2) that the accounts that supported LLA had greater production, subscribers and propagation than those that militated for other political forces, 3) that the laughable modality that dominated the production of the accounts was mockery, but LLA had more political satire than the rest, 4) that this satire had a programmatic component that synthesised a clear government plan for the electorate