Propaganda política nas redes sociais : estratégias de mobilização e identificação na era digital utilizadas por Bolsonaro nas eleições de 2018

Abstract

This work examines the impact of social networks and algorithms on the rise of the far right and, consequently, on the election of Jair Bolsonaro as President of Brazil in 2018. It will explore how social networks have become an important tool in the dissemination of political campaigns and the mobilization of voters, comparing with the political propaganda during the Nazi regime. The role of algorithms in selecting content on social networks is also highlighted. In addition, the work will be based on the theories of Gustave Le Bon, Sigmund Freud, and Whilhelm Reich about the formation of crowds and psychological masses, the importance of leader influence and identification in the formation of these masses. Thus, this work seeks to understand how the Brazilian far right used social networks and algorithms to elect Jair Bolsonaro in 2018, analyzing Jair Bolsonaro's speeches on X and examining the characteristics that generate identification with the leader.