Is there really no such thing as bad publicity?
Roberto Lavagna’s campaign dilemma
In January, Argentinean prospective presidential candidate Roberto Lavagna posed at his home with chief Peronist whip Miguel Ángel Pichetto for a photograph. The occasion marked the beginning of talks between the pair in order to form a ticket on which to run for the 2019 elections. Here were two heavyweights of Peronism: Lavagna, the longest serving minister of Economics during the present century, and Pichetto, the longest-serving chief whip of the historical party. What caught the eye of the public was not the nature of the talks, but rather Lavagna’s unfortunate outfit. Wearing open-toed sandals, high white socks and shorts, he looked like a confused old man from another time. The contrast was only sharpened with Pichetto by his side, wearing hip skinny jeans and a denim shirt, which was frankly off-putting in its very own way.
Months later, Pichetto has become president Mauricio Macri’s running mate, and Lavagna has teamed up with Juan Manuel Urtubey, and went on to achieve a rather pale 8.2% in the Argentinean primary elections, against Fernández’s 47.7% and Macri’s 32.1%. Two days ago, Federal Consensus, Lavagna and Urtubey’s party, emphatically called for a halt in the campaign given the dire economic and social situation of the country. A bold gesture, by any standards, but was it an effective one?
Taking his place in the spotlight
It seems as though the preponderance of the two main contestants in the media cycle is unstoppable. Macri’s side seems to be a gaffe machine, with the President exuberantly promising solutions to floods, or with his side posing for a selfie while standing, and painfully leaving out current VP Michetti, a wheelchair user, from the frame. The usual memes and internet rounds ensued. Evident bots tweeted on behalf of the sitting President’s side in foreign languages, or in cringe worthy pseudo-Spanish, also leading to considerably hilarity. The Fernández’s (flesh and blood) online presence is considerable, and the pair never fail to get exposure, even with small gaffes such as Alberto’s dental inconvenience during Cristina’s impassioned speech. In such a hostile environment, is Lavagna’s attempt so ill-conceived? In an eight-minute video, the presidential candidate stressed the weight of the crisis, and by proxy, called out the other candidates on their irresponsibility for campaigning in such an situation. Lavagna’s full team stood behind him awkwardly as he delivered his speech, and he has taken stick for his ill-fitting suit and Urtubey’s awkward hand gesturing during the speech. For a brief minute, though, Lavagna controlled the news cycle with his announcement. And he has stressed his position: he is impartial to the civil war between Kirchnerists and Macrists. Lavagna portrayed himself as someone who will get things done. As someone who is no power thirsty politician, but a simple civil servant.
The undeniable weight of numbers
On the other hand, Lavagna looked stuffy, old fashioned and irrelevant as ever during his speech. This corresponded to his unimpressive primary results. Neither Fernández nor Macri seem to be even willing to respond to his call for a campaign suspension. The public opinion will surely (if it hasn’t already) switch their attention to more pressing issues like the dip in the value of the local currency or the frankly discombobulating interest rate. Argentina is in flames, and in need of concrete solutions. It is yet to be seen if Lavagna can successfully position himself as a viable option between Macri’s sinking technocratic ship and Fernández’s incendiary rhetoric.













