Social Networks and Mobile Instant Messaging Services in the Election of Jair Bolsonaro as President of Brazil in 2018

Abstract

ABSTRACT Studies that have used survey data to analyze the reasons behind the Jair Bolsonaro’s presidential victory in 2018 have highlighted factors such as conservative ideology, antipetismo (resentment against the Brazilian Workers’ Party) and populism. In all of them, media variables are treated superficially, as if their role in politics and elections was simply to “deliver a message” to voters. We contest this view that the media played a secondary role in voters’ decisions, emphasizing instead the effects of social networks and mobile instant messaging services. Based on data from the Brazilian Electoral Study, a post-electoral survey, we show that the use of Facebook, WhatsApp and YouTube as sources of political information almost doubled the odds of one voting for Bolsonaro. This places them at a level of importance similar to that of other variables, such as anti-pluralist discourse, religious values and right-wing ideology.

Keywords

• social networks
• mobile instant messaging services
• Brazilian presidential elections
• populism
• media effects