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‪Talking about the Other in the political landscape of contemporary Argentina means saying a great deal about oneself. With reference to the Peronist anti-Peronist conflict (which has existed for three quarters of a century in Argentina), we’ll analyse the forms of address used by the media to refer to ex-presidents Cristina Fernández de Kirchner and Mauricio Macri. We’ll look at how these political language tools end up being reused in a different sense from the one meant by their authors.‪