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Salvadoran leader Nayib Bukele began his political career as a self-proclaimed “radical progressive leftist,” evolved into an ideologically ambiguous populist, and, finally, embraced far-right ideas during his first term as president. Chapter 4 draws on Bukele’s speeches, campaign materials, public interviews, and social media posts – including a sample of 16,030 tweets – to trace and explain this evolution. It argues that Bukele is, above all, a skilled populist who has strategically adapted his ideological appeals in response to evolving incentives, challenges, and opportunities. While his early leftist appeals helped Bukele rise quickly within the ranks of the Farabundo Martí National Liberation Front (FMLN), his “populist turn” enabled him to win the presidency by appealing to growing anti-establishment sentiments. Once in office, Bukele’s “right turn” helped him consolidate power and maximize his public support at home and abroad.
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