THE SEMIOTIC CONSTRUCTION OF LEADERSHIP AND CREDIBILITY IN THE POPULIST DISCOURSES OF DONALD TRUMP AND JAVIER MILEI: A COMPARATIVE ANALYSIS
The research examines the semiotic construction of the political leadership of Donald Trump and Javier Milei. Drawing on Greimas’ structural semiotics and engaging with the works of Barthes, Floch, Landowski, Foucault, Baudrillard, and Eco, the research investigates how images, slogans, symbolic objects, and media perf...