Mitólogos : El arte de seducir a las masas

Iconic images are not the product of chance. They have been sculpted over the centuries with intelligence, calculation, and an aspiration to eternity. Like words, images communicate, but above all, they evoke: they awaken the senses, stir memory, and captivate. In this lucid and passionate essay, journalist and scholar Toni Aira—who holds a doctorate in Social and Political Communication—traces the powerful legacy of Greek mythology within the visual narratives of contemporary politics. From Milei wielding his chainsaw just as Perseus brandished the head of Medusa, to Trump’s MAGA cap—which granted him the winged helmet of Hermes—and taking in Maduro’s tracksuit (akin to the skin of Hercules) and Sánchez’s Peugeot (like the ship of Odysseus), Aira reveals the extent to which ancient tales continue to shape the collective unconscious. The result is a fascinating book about the new myth-makers of power and the art of writing history through images in a world where looking has replaced thinking.