Abstract. The research examines the dynamics of the electoral process within the broader context of digitalization of political communication. The article presents the results of an analysis of the political campaign conducted by J. Milei, leader of the coalition “La Libertad Avanza” and the incumbent president of Argentina, during the 2023 presidential elections. Quantitative and qualitative content analysis, as well as medialinguistic analysis of candidate’s electoral spots and his social media publications revealed the specific features of J. Milei’s public narrative, his campaigning and mobilization strategies, as well as visual techniques of influencing the audience. Cognitive maps characterizing the content and features of J. Milei’s narrative in electoral spots and social media publications during the campaign were also compiled. The author concludes that the successful media exposure of J. Milei, particularly in digital media, along with the political and socioeconomic context of the 2023 election campaign in Argentina, could have contributed to his electoral victory. The political leader image constructed by J. Milei during election campaign, his opposition to the national political elite and his political program met the voters’ demand for changes in the political system of the country and the solution of problems in the socio-economic sphere.