Bukele's Social Media Playbook: How Irony and Repression Fuel His Power

El Salvador’s president, Nayib Bukele, has turned social media into a tool for political power. Through irony, provocation, and emotional appeals, he shapes his public image while tightening control. His latest move—a Netflix-style video announcing his reelection bid—targets younger voters with a mix of spectacle and strategy. Bukele’s digital persona shifts often. On X, he has labelled himself the 'Dictator of El Salvador' to mock critics and defuse accusations of authoritarianism. At other times, he adopts titles like 'CEO of El Salvador' or 'Philosopher King', framing his rule as efficient and visionary.

His government has also cracked down on dissent. Investigative outlet *El Faro* faced repeated attacks, including corruption allegations and claims of international conspiracies. Digital surveillance, financial audits, and legal threats forced the organisation to move its legal operations to Costa Rica. In February 2023, Bukele unveiled the CECOT, Latin America’s largest prison. The facility serves as both a symbol of order and a tool for repression. It also functions as a processing centre for deportees from the US, costing the state six million dollars a year. Researcher Amparo Marroquín describes Bukele’s approach as a 'regime of visibility and blindness'. By spreading disinformation and framing issues as false dilemmas, he dominates public discourse while obscuring criticism.

Bukele’s strategies blend media performance with hardline governance. His social media presence reinforces a carefully crafted image, while legal and financial pressure stifles opposition. The CECOT stands as a physical reminder of his policies—both a prison and a political statement.