This article, written in partnership with the Argentinian creative advertising and communication agency, Marcas, is republished on Global Voices as part of a partnership agreement with the International Institute of Human Rights and Social Responsibility (IIRESODH).
Our research used a social listening methodology to determine and analyze the combined impact of AI (artificial intelligence), entertainment, and effective narrative strategies on influencing more relatable, collective messages to reach new audiences in a crowded, overstimulating digital realm. We used the Netflix series “El Eternauta” (The Eternaut, 2025) and Argentina’s current socio-political landscape as an example.
The “El Eternauta” TV series is an adaptation of the classic Argentine sci-fi comic, written by Héctor Germán Oesterheld and illustrated by Francisco Solano López in the late 1950s after the 1955 military coup.
Beginning with a lethal, toxic snowfall, the storyline follows an alien invasion of Buenos Aires, introducing the notion of the “collective hero,” an idea that group solidarity is the only possible salvation from oppression. During Argentina’s last military dictatorship (1976–1983), this sci-fi allegory became a tragic reality when Osterheld, a political activist, along with his four daughters and sons-in-law, was forcibly disappeared by the regime.
This blend of fiction and reality transformed “El Eternauta” and, especially, its protagonist, Juan Salvo, into a symbol of resistance amid Argentina’s current political landscape.
The administration of right-wing libertarian President Javier Milei, who took office in December 2023, has made its fiscal balance policy a top priority. It has subsequently implemented the so-called “largest fiscal adjustment in human history” while waging a “cultural battle” to instill libertarian principles. In addition to other reforms, this involves real-term budget cuts in education, health, science, and elderly social security, as well as the innovative use of digital technology. In June 2024, Milei’s administration moved to implement a digital reform, which would see AI tools and systems heavily deployed in the public sector.
The public didn’t consider the global streaming platform’s release of this series as mere entertainment, but rather, a social affair steeped in memory amid public mobilizations against the new Argentine government’s reforms. This is why we chose this series as the focus of our analysis.
We would therefore like to share a few insights that may be useful to other civil society organizations (CSOs).
Entertainment as a channel for human rights
In a world saturated with information, individualistic and hateful rhetoric often garners the most attention on various platforms. Our research also suggests that the entertainment world isn’t a superficial space detached from reality, but a place that shapes common sense today.
“El Eternauta” was one of the 10 most viewed series on Netflix worldwide, touching a raw nerve in Argentine society at the time. Its alien invasion and collective resistance storyline initially kindled a sense of patriotic pride (“something of ours” shared globally) but soon became a realm of social movements.
For CSOs, the lesson is clear: younger generations engage with culture across multiple platforms. We, therefore, cannot rely solely on technical and legal terms. Instead, AI is a useful and accessible tool to adapt our messages, using humor and contemporary aesthetics, with products that once would have required greater investment and expert recruitment. This allows us to disseminate our causes more effectively as a subplot within cultural discourse, leveraging algorithms to amplify them.
From the screen to the street
Through Juan’s iconic mask — a handcrafted diving mask with an improvised air filter, vital in preventing his inhalation of toxic snowflakes — the series’ symbolism transcends the screen. Blending with Argentinian humor and sarcasm, it carries over into real-world protests against the social security, science, and education cuts implemented by the Milei administration since 2024.
Throughout the country in 2025, people wearing masks or holding placards displaying messages from the series were a common sight at protests in support of science.
📣 Esto NO es ciencia ficción. Una tormenta destructiva avanza sobre el mundo del conocimiento.
Quienes no nos resignamos, nos organizamos. La resistencia está en marcha.📍 Miércoles 28/05 a las 13 hs. en el Polo Científico#NoAlCientificidio #CienciaEnMarcha #NadieSeSalvaSolo pic.twitter.com/05uwT60533
This is NOT science fiction. A destructive storm is sweeping across the world of knowledge. Those of us who won’t give up easily are rallying. Resistance has begun. Wednesday, 28/05 at 1 p.m. in the Science Center. (#StopScienticide) (#ScienceInProgress) (#NoOneSurvivesAlone)
Contra el #cientificidio. Defendamos la ciencia y la soberania argentinas.
SUMATE a las actividades que se hagan en tu ciudad y seamos muchxs.
En Bariloche nos juntamos el 26/5 a las 15:30hs en el CCT Patagonia Norte para organizar la movida del 28/5, sumate! pic.twitter.com/zgZT2S2wdG
— Adriana Cristina Serquis (@aserquis) May 23, 2025
Fight against #cientificidio. (Scienticide).
Let’s defend Argentinian science and sovereignty.
JOIN the events taking place in your city. We hope many of you will join us.
We’re meeting at the CCT Patagonia Norte (Scientific and Technological Center) in Bariloche on May 26 at 3:30 p.m. to organize the May 28 events. Join us!
Activists and citizens alike protested with placards and creative costumes made from winter clothing, hardware, and construction materials. They also used AI tools to create high-quality graphics for banners and social media rallying, enabling them to make the series’ aesthetics their own.
In doing so, they denounced the fact that, even today, just like in “El Eternauta,” they face their very own “toxic snow” and “cascarudos” (a sort of giant alien beetles) that “no one can survive alone,” and must be defeated collectively.
Although these items were spontaneous and not part of the CSOs’ campaign strategy, they did resonate.
Excelente escena de “El Eternauta” donde los hijos de puta de los cascarudos reprimen jubilados pic.twitter.com/ehadhi8rd6
— lajuliaeva (@lajuliaeva) May 22, 2025
A prime scene from “El Eternauta” where the goddamn beetles repress pensioners.
We highlight these points because they enabled social movements with limited budgets to keep pace with major studio productions in terms of media coverage and their positioning in the digital conversation.
This is where the “human perspective” of AI becomes tangible. We saw how technology helped images transcend the digital realm into “public squares,” proving that, despite its limitations, AI can be used as a catalyst for mobilization, not just virtual isolation. Calls for protests in defense of education and even the media would be “taught” to replicate their image.
Although some of the AI uses noted weren’t specifically intended for social protests and human rights protection, they highlighted that AI could have been put to better use. However, we must also recognize that this spontaneous, implicit use helped maintain the conversation sparked by this series, reinforcing the subplot’s (positive) messages outlined above.
Surviving the algorithm: The ‘subplot’ strategy
Our research suggests that, in the age of AI-curated feeds, social causes risk being buried by the algorithmic disinterest in politics.
However, we found these causes resonate more strongly when presented as human stories, leaving clues for viewers to investigate on their own. “El Eternauta” is not a tract, but its core message — “the true hero is a collective hero”— is profoundly political.
By exploring the subtle clues in the show's subplot and its author’s story, individuals and organizations could direct the conversation toward memory, justice, and the common good, thereby confirming the feasibility of breaking through the information bubble.
The CSO strategy should be creative. This includes using AI to disguise the cross-cutting topics that algorithms actually distribute (film, art, and technology), transmitting the social message organically and effectively.
Deciphering the gaps and laying the groundwork
As a CSO, we must decipher the “gaps in the algorithm” and what’s happening around us. We must invest resources in understanding how these tools work, not to become digital experts, but to ensure the message of solidarity doesn’t get lost in all the hype.
A final consideration that goes beyond technology. If we can entice a young person to look up from their phone and join a collective cause, the world that greets them must offer the sense of belonging and support that algorithms seem to provide.
Mastering AI to deliver our agendas creatively isn’t our only mission. Our other mission is to lay the groundwork for when new audiences decide to break away from the “Big Tech” dynamic to find a more community-based space with initiatives that challenge and engage them.
Facts Only
The Netflix series "El Eternauta" (2025) is an adaptation of a 1950s Argentine sci-fi comic by Héctor Germán Oesterheld and Francisco Solano López.
The comic was created after the 1955 military coup in Argentina and depicts an alien invasion of Buenos Aires, emphasizing collective resistance.
Oesterheld, a political activist, was forcibly disappeared during Argentina’s military dictatorship (1976–1983), along with his four daughters and sons-in-law.
The series was released amid protests against the policies of Argentine President Javier Milei, who took office in December 2023.
Milei’s administration has implemented significant fiscal adjustments, including budget cuts to education, health, science, and social security.
In June 2024, Milei’s government introduced a digital reform to deploy AI tools in the public sector.
Protesters have used imagery from "El Eternauta," such as Juan Salvo’s mask, in demonstrations against government policies.
Activists have employed AI tools to create protest materials, including banners and social media graphics.
The series became one of the 10 most viewed on Netflix worldwide, resonating with Argentine society.
Protests in 2025 featured slogans like "#NoAlCientificidio" (#StopScienticide) and "#NadieSeSalvaSolo" (#NoOneSurvivesAlone), referencing the series’ themes.
The article was written in partnership with the Argentinian agency Marcas and republished by Global Voices in collaboration with the International Institute of Human Rights and Social Responsibility (IIRESODH).
The research used social listening methodology to analyze the impact of AI, entertainment, and narrative strategies on digital audiences.
Executive Summary
The Netflix series "El Eternauta" (2025), an adaptation of a 1950s Argentine sci-fi comic, has become a cultural touchstone amid Argentina’s current political climate under President Javier Milei. The original comic, created by Héctor Germán Oesterheld and Francisco Solano López, depicted an alien invasion of Buenos Aires, symbolizing collective resistance against oppression. Oesterheld, a political activist, was forcibly disappeared during Argentina’s military dictatorship (1976–1983), along with his family, lending the story a tragic real-world resonance. The series’ release coincided with public protests against Milei’s austerity measures, including cuts to education, health, and science funding, as well as the government’s push to integrate AI into public sector operations.
Protesters have adopted imagery from "El Eternauta," such as Juan Salvo’s iconic mask, to critique government policies, framing them as existential threats akin to the series’ "toxic snow" and alien invaders. Activists have used AI tools to create protest materials, blending the series’ aesthetics with real-world mobilization. The article argues that entertainment can serve as a powerful channel for human rights advocacy, particularly for younger audiences who engage with culture across digital platforms. It suggests that civil society organizations (CSOs) can leverage AI and narrative strategies to amplify their messages, using humor and contemporary aesthetics to bypass algorithmic suppression of political content.
The analysis highlights the potential of AI as a tool for grassroots mobilization, noting how spontaneous, creative uses of the technology have helped sustain public discourse around resistance and solidarity. However, it also cautions that AI’s role must be carefully managed to avoid reinforcing digital isolation, emphasizing the need for real-world community-building alongside digital advocacy.
Full Take
The article presents a compelling case for how entertainment and AI can intersect with political activism, using "El Eternauta" as a lens to examine Argentina’s current socio-political tensions. The strongest version of this narrative is that cultural products, when aligned with real-world struggles, can galvanize collective action, especially among younger audiences. The piece credibly highlights how protesters have repurposed the series’ imagery and themes to critique President Milei’s austerity measures, demonstrating the power of narrative in shaping public discourse. The use of AI tools to amplify these messages further underscores the potential for technology to democratize advocacy, allowing grassroots movements to compete with larger, better-funded campaigns.
However, the analysis also reveals potential manipulation patterns worth noting. The framing of "El Eternauta" as a unifying symbol risks oversimplifying the complexities of Argentina’s political landscape, where opposition to Milei’s policies is multifaceted. The emphasis on AI as a tool for mobilization could inadvertently downplay the risks of digital surveillance or algorithmic bias, particularly in a context where the government is also leveraging AI for public sector reforms. Additionally, the article’s focus on the series’ resonance with protesters may inadvertently marginalize other forms of resistance that don’t rely on pop culture references.
At its core, this narrative reflects a broader paradigm where cultural products and digital tools are increasingly intertwined with political activism. The assumption that younger generations are more receptive to messages embedded in entertainment is plausible but warrants deeper scrutiny—do these strategies foster lasting engagement, or do they risk reducing complex issues to viral moments? The historical echo of Oesterheld’s disappearance adds weight to the argument, but it also raises questions about how memory is curated in digital spaces. Who controls these narratives, and how might they be co-opted?
The implications for human agency are significant. While AI can lower barriers to participation, it also risks creating a feedback loop where activism becomes performative rather than transformative. The second-order consequences could include the commodification of resistance, where movements are judged by their digital reach rather than their real-world impact. The article’s call for CSOs to "decipher the gaps in the algorithm" is astute, but it also begs the question: what happens when algorithms themselves become the battleground?
Bridge questions to consider: How might the government or other actors counter this narrative by co-opting the same digital tools? What perspectives are missing from this analysis—particularly from those who don’t engage with pop culture or digital platforms? Would the effectiveness of this strategy hold if the cultural product in question were less politically charged?
Counterstrike scan: If this were part of a coordinated influence campaign, the playbook might involve amplifying cultural symbols to create a sense of urgency around political issues, using AI to manufacture viral content that appears organic. However, the actual content aligns more with genuine grassroots mobilization than with a top-down manipulation effort. The spontaneous adoption of "El Eternauta" imagery by protesters suggests authentic resonance rather than orchestrated propaganda.
Patterns detected: none
Sentinel — Human
The article exhibits strong analytical synthesis and contextual depth, indicating human authorship, specifically in the strategic connection of historical allegory, current political events, and technological analysis.