Bukele's Social Media Playbook: How Irony and Power Reshape El Salvador
Bukele's Social Media Playbook: How Irony and Power Reshape El Salvador
Bukele's Social Media Playbook: How Irony and Power Reshape El Salvador
El Salvador’s president, Nayib Bukele, has turned social media into a key tool for shaping his political image. His approach blends irony, bold statements, and emotional appeals to project an aura of strong leadership. Critics argue this strategy masks deeper issues, including attacks on press freedom and the use of disinformation to control public debate. Bukele’s online presence often courts controversy. He has repeatedly altered his X profile, at times calling himself the 'Dictator of El Salvador' and later the 'CEO of El Salvador'. These labels reinforce his narrative of decisive, business-like governance while provoking both supporters and opponents.
His government has also taken aim at independent journalism. Investigative outlet El Faro, known for critical reporting, faced digital surveillance, legal pressure, and arbitrary audits. Bukele accused the organisation of being a 'political group masquerading as journalism', claiming it evades taxes and defends criminals. The campaign forced El Faro to move its legal operations to Costa Rica for protection. In February 2023, Bukele opened the CECOT prison, Latin America’s largest, framing it as a victory over crime. The facility doubles as a symbol of control and a processing centre for deportees from the US, costing the country six million dollars yearly. His reelection announcement further showcased his media savvy—a Netflix-style video designed to appeal to younger voters. Researcher Amparo Marroquín describes Bukele’s tactics as a 'regime of visibility and blindness'. By flooding public discourse with spectacle and false dilemmas, the government obscures dissent and shapes perception through selective transparency.
Bukele’s mix of social media theatrics, legal pressure, and symbolic projects like CECOT has reshaped El Salvador’s political landscape. The strategy silences critics while reinforcing his image as a transformative leader. The long-term effects on democracy and press freedom remain closely watched by observers.