President Luiz Inacio Lula da Silva of Brazil, known for his love of Brazilian music and football, is finding it difficult to match the overwhelming digital presence of his predecessor, far-right ex-army captain Jair Bolsonaro. Bolsonaro, often referred to as the “Tropical Trump,” revolutionized the blend of social media and politics in Brazil during his time in power from 2019 to 2022. Even now, out of office and facing multiple criminal investigations, Bolsonaro continues to dominate the digital realm.
A recent YouTube live session conducted by Bolsonaro with his sons garnered over two million views, surpassing the combined viewership of Lula’s “Conversations with the President” segments. The overwhelming dominance of the radical right on social media in Brazil is evident, according to Arthur Ituassu, a professor at Rio de Janeiro Pontifical Catholic University.
Despite being the third-largest consumer of social media globally, Brazil’s former president Lula, at 78 years old, has struggled to replicate Bolsonaro’s online success. Unlike Bolsonaro, Lula does not use his live addresses to shape traditional media’s news agenda or energize his base for online engagement. Viktor Chagas, a cultural studies and media professor at Fluminense Federal University, highlights this distinction.
Lula’s live segments on social media were initially intended to be regular but have become infrequent, with the last one taking place on December 19. Additionally, Lula recently lost one of his key players, outgoing justice minister Flavio Dino, known for his social media prowess. To generate more online engagement, Lula’s administration is determined to mobilize its efforts in the digital arena. However, Paulo Pimenta, Lula’s communications chief, admits that while the far-right may have a more actively engaged online following, Lula’s base is broader and consists of less involved followers.
The far-right’s social media success can also be attributed to their effective communication style. By simplifying complex issues and directly appealing to ordinary citizens, the far-right bolsters its impact online. The battle for social media dominance in Brazil is far from over, with the upcoming local elections in October as a crucial battleground.
Key Questions Regarding Bolsonaro’s Social Media Dominance in Brazil:
1. What are the reasons for Luiz Inacio Lula da Silva’s struggles to compete with Jair Bolsonaro in the digital field?
2. What results did Bolsonaro achieve during his recent YouTube livestream compared to Lula?
3. Why doesn’t Lula use his live addresses to shape traditional media or energize his online base?
4. Why has the frequency of Lula’s social media livestreams decreased?
5. Why does the right-wing’s communication on social media yield results?
6. What will be the key battlegrounds in the fight for social media dominance in Brazil’s upcoming local elections?
Definitions of Key Terms and Jargon Used in the Article:
1. Lula – Luiz Inacio Lula da Silva, former president of Brazil.
2. Bolsonaro – Jair Bolsonaro, former president of Brazil.
3. “Conversations with the President” – a series of live addresses by Lula on social media platforms.
4. “Tropical Trump” – a term referring to Jair Bolsonaro, drawing a comparison to Donald Trump, former president of the United States.
5. Arthur Ituassu – a professor at Rio de Janeiro Pontifical Catholic University.
6. Viktor Chagas – a professor of cultural studies and media at Fluminense Federal University.
7. Flavio Dino – former justice minister known for his social media skills.
8. Paulo Pimenta – Lula’s communications chief.
Suggested Related Links:
1. Jair Bolsonaro’s official website
2. Brazil portal
3. Official website of the President of Brazil
4. Jair Bolsonaro’s YouTube channel
The source of the article is from the blog j6simracing.com.br