The ceremony of inauguration of a president It is a media event. In “Media Events,” a famous communication book from the 90s, theorists Elihu Katz and Daniel Dayan described these massive ceremonies, broadcast in real time by the media, which interrupt the programming and routines of the public, as opportunities for reconciliation and the congregation of different segments of the population. Javier Milei It grew rapidly before our eyes in the mediawhere he proved to be an attractive figure due to the extremism and extravagance of his ideas and methods. At the same time, he generated more interaction on social media than any other candidate and amassed a large following who became activists for the cause of freedom. The logo of President elect, copied from the White House logo, presented on victory day and also used for the curious communiqués of President elect It shows a certain naiveté, but also an awareness of the importance of symbols to connect with audiences.