Emotions in Argentina’s elections: Macri’s superiority and resignation of Scioli


Emotion Research Lab analyzes emotions in the decisive debate between the candidates for the presidential elections in Argentina, Mauricio Macri and Daniel Scioli.


Mauricio Macri emotionally transmitted greater security and superiority over his rival. His emotional pattern mainly expressed fear and anger, two emotions that point disgust, which presupposes their sense of superiority. By contrast, Daniel Scioli unconsciously let see his insecurity. This is because, although verbally focused on the attack, facial microexpressions transmitted predominantly sadness.

Patrón emocional promedio de todo el debate entre Macri y Scioli en las elecciones Argentinas
Average emotional pattern of the whole debate

Average whole debate emotional pattern show a greater emotional evidence of Scioli against Macri, which has greater disparity. The combination between anger and happiness expresses sense of security and those emotions are higher in the speech of Macri than the speech of Scioli. This is the main difference between the emotional pattern of one another. Scioli is more insecure than Macri, not only because of their lower levels of happiness + anger but also by the highest level of sadness recording. But Macri also shown more fearful, because he knows he is outstanding and he has more to lose in this debate.

Las emociones transmitidas por Mauricio Macri
Emotions transmitted by Mauricio Macri


Las emociones transmitidas por Daniel Scioli en el debate en las elecciones Argentinas
Emotions transmitted by Daniel Scioli

Economy has focused much of the dialectic battle between the two candidates. In this topic, Macri has opted for a proactive message, initiative, inviting the change, to live a different future. A speech that he emotionally transmitted consistently. In the analysis of his facial micro expressions at that time, it dominates anger and happiness, which denotes honesty, fairness and objectivity.

Similarly, Cambiemos’ candidate conveys great credibility to the audience when he comes to high levels of insecurity experienced by Argentines. His fear and anger at this point rise significantly unconsciously demonstrating that he really regrets this situation, that he is worried about it, an empathy confirmed in the metrics extracted from that time.

Lowest point is discovered in Macri’s credibility when he is talking about the team that will form his government. The analysis does not show an emotional pattern that denote objectivity and conviction. Although he advocates strengthening democracy in the country, happiness disappears and emotional arousal shifts to fear and sadness. He knows the criticism he has received for his links and his team. He tries to hide his insecurity with an unnecessary attack, valuing such criticism as “prejuices”. This inconsistency makes Mauricio Macri has lost credibility towards the end of the debate.

Meanwhile, Daniel Scioli struggled for most of the debate to convince Argentines, especially the lower-middle class, that Macri will make strong adjustments, he will eliminate subsidies and he will reduce wages. However, in his emotional pattern sadness and surprise prevail, emotions that undermine credibility and eliminate any positive effect on the hearing.

Scioli’s emotional pattern evidences his consistently insecurity throughout the debate. Even though the end Macri’s credibility lapses, Scioli does not take advantage of this weakness and sadness remains as the dominant emotion in the expressiveness of his final speech.

A moment of face to face


In conclusion, Scioli is unsure, he bases his dialectic primarily in the attack and the few proposals he made intermingle at all times with reproaches to Macri’s management, therefore Scioli is resigned and conscious of his distinct disadvantage in the polls although it is possible that, since he does not attend the first debate and that in this one he could only win subtracting points to Macri, his speech can give him a shorter distance in votes in the next elections on November 22.

María Pocoví

Emotion Research Lab CEO