Abstract
PRO is a young party on the Argentine political stage that was consolidated nationally after a series of election victories in the City of Buenos Aires. This was the kick for its leader, Mauricio Macri, to govern Argentina between 2015 and 2019. The present work investigates the perceptions and representations of the people who militate PRO in the southern suburbs of the city. The communication analysis is structured in two instances: first, were analyzed the pieces of two election campaigns (2011 and 2015) and them we looked at the views and reasons that led the neighbors of the city's most vulnerable neighborhoods to be active in the party. The research aimed to understand why these people decide to be active in a political party associated with the right and neoliberalism that, a priori, favors markets and the middle