Academic article · Sociedad Magazine No. 51

The Milei Chad meme

How humor shapes political perception in the age of AI-generated images under the veil of laughter.

Author: Matías Ignacio Gaglio
Publication: December 2025 — May 2026
Institution: University of Buenos Aires
DOI: 10.62174/rs.10864

Summary

The article analyzes the “Milei Chad” meme as a device of political aestheticization in digital culture. From an interdisciplinary perspective that articulates semiotics, visual studies and theory of affectivity, it examines how images—often generated with artificial intelligence—transform Javier Milei into a hypermasculine icon.

The research reconstructs the genealogy of the “Chad” archetype, its circulation from the online machosphere and the way in which humor, digital reproducibility and algorithmic logic can naturalize political values and shift the debate towards an affective spectacle.

meme Javier Milei GigaChad Political aestheticization Artificial intelligence

Complete document · 32 pages

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Topics

Javier Milei
Argentine politics
Political communication
Internet memes
Digital culture
Academic research
University of Buenos Aires

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