Elections Without Boundaries: The Use of Facebook in the 2022 Brazilian Presidential Elections
The chapter discusses key moments in the 2022 Brazilian presidential election, focusing on the live broadcasts released by candidates Lula da Silva and Jair Bolsonaro on Facebook during the campaign period. Both candidates utilized Facebook, the most popular social media platform in Brazil, as a campaign tool. Lula’s campaign posted videos featuring federal deputy André Janones that emphasized the need for economic aid policies and accused Bolsonaro of ending emergency aid prematurely. Bolsonaro countered with claims of electoral interference and corruption against the Workers’ Party (PT). Using quantitative data retrieved by Crowdtangle, we present evidence indicating that Janones was instrumental in challenging Bolsonaro’s tactics, leading to a notable change in President Bolsonaro’s campaign communication strategy. Our analysis explores the digital strategies of both campaigns, concluding that although digital prowess is vital in an electoral campaign, it does not necessarily ensure positive electoral results. This highlights the importance of understanding the intricate nature of political maneuvering in the digital age.
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