The charismatic politician through fairclough’s (1992) discourse analysis model: execution of a search warrant at former president Martín Vizcarra’s residence (march 18, 2024)

Abstract

This article analyzes the TikTok video published by former Peruvian President Martín Vizcarra after the execution of a search warrant at his residence in March 2024, in the context of investigations for alleged acts of corruption. Using Fairclough’s Discourse Analysis model, the study examines processes of transitivity, the representation of social actors, ideologies, and identity construction in his discourse within the theoretical model proposed by Bucholtz and Hall. The analysis identifies the use of verbal and material processes that highlight the former president’s cooperation with the investigation, as well as mental processes that strengthen his emotional connection with the audience. Additionally, Vizcarra resorts to the functionalization of his children to humanize the impact of the search and employs humor and familiarity, by appearing in a cartoon character pajamas, to soften the negative connotation of the judicial procedure. These strategies contribute to project an image of transparency, resilience, and victimization, aiming to reinforce his legitimacy and popular support. The findings show that, in digital environments such as TikTok, politicians can reconfigure their identities by combining elements of traditional political discourse with dynamics characteristic of digital communication. This case invites to reflect on the new ways in which political leaders construct narratives on social media, particularly in contexts of crisis, where authenticity, humor, and emotional connection with the public become key discursive strategies for enhance public image.