An analysis of the seven daily newspapers with the widest circulation in Argentina, including the Peronist La Epoca, shows the humanisation of capitalism and social justice as the main topics of discussion in Argentine society between 1930 and 1946. Newspapers and parties debated the foundations of a much desired democratic revival and depicted the government of F. D. Roosevelt as a model to be followed. By 1946 most Argentines supported the implementation of policies similar to those of Roosevelt. In the light of this, Perón and the Unión Democrática competed to present themselves as the Argentine version of the US president. The deciding factor in the 1946 elections was not the defence of national sovereignty but rather the impression of which candidate would be capable of developing a democratic system which included economic and social concerns.