With 'Provincias Unidas,' Córdoba's Peronism recycles names and faces to confront Milei without new ideas
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Juan Schiaretti reappeared on the political scene with the relaunch of Provincias Unidas. The movement, more virtual than territorial, seeks to establish itself as a national option in the face of the avalanche of votes of confidence Milei will receive in October. However, the strategy seems more like a recycling of structures than an innovative proposal.
The campaign relies on social media, with an army of accounts amplifying messages and repeating slogans. Instead of substantive debates or serious diagnoses, the bet is to saturate the timeline with ready-made phrases. Cordobesismo tries to present itself as renewed, but with the same protagonists from the last two decades.
En pleno inicio de campaña, aparecieron cuentas trolls como "Schiarettistas" o "ElLlaryorista".
Marketing without content
The new name did not come with new ideas. The messages, carefully designed, appeal to commonplaces and to the image of "successful management" that Schiaretti built in Córdoba. But in a turbulent political scenario, that narrative sounds like a worn-out tape.
Digital activism has replaced face-to-face contact with people. The communications team seems more concerned with making up old figures than with adding leaders with their own weight. The result: a political marketing product that, outside the artificial bubble created for the "gringo" on social media, generates more indifference than enthusiasm.
Juan Schiaretti reapareció en la escena política con el relanzamiento de Provincias Unidas.
Internal tensions and realignment
The organization is not free from friction. The participation of leaders linked to provincial Kirchnerismo has rekindled doubts about the project's true independence. This clashes with the discourse of differentiation Schiaretti maintained in his last presidential campaign.
Meanwhile, Natalia de la Sota's presence also conditions the board. Her positioning within the space generates misgivings and forces Llaryora to balance internal alliances. Meanwhile, UCR observes closely, measuring whether this renewed Peronism is a rival or a situational partner in the face of Milei.
En paralelo, la figura de Natalia de la Sota también condiciona el tablero.
The challenge in the country's most liberal province
In Córdoba, Milei achieved one of his most resounding victories in 2023, and his electoral base remains solid. Attempting to challenge him without offering a concrete plan may be a suicidal strategy. Social media may inflate perceptions, but the ballot box demands more than hashtags.
The risk for Schiaretti and Llaryora is that the electorate will identify this relaunch as a desperate attempt to hold on to power. Among trolls, slogans, and recycled figures, Provincias Unidas could end up being a neat package for a product Cordobeses have already tried... and decided to leave on the shelf.
Con los mismos protagonistas de las últimas dos décadas: Schiaretti, Llaryora, Passerini y Calvo.
