Drawing on qualitative methods of content and multimodal discourse analysis, this thesis explores how Javier Milei used Instagram storytelling during Argentina’s 2023 presidential elections. The study identifies four dominant narratives, the outsider, the anti-establishment voice, crisis and salvation, and the hero’s journey, that structured Milei’s digital campaign. These patterns reinforced his populist stance, personalized his image, and positioned citizens as active agents of change. Instagram’s visual and emotional affordances allowed Milei to bypass traditional media, dramatize Argentina’s political crisis, and mobilize support. By situating this case within theories of storytelling, populism, and personalization, the research highlights the transformative role of digital platforms in contemporary political communication.