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No one doubts that the internet has given many people a voice. Still, the way social networks, especially the YouTube and Whatsapp, catalyzed the emergence of political figures, surprised even the most skeptical after the first round of elections. 25441z
Em a matter published this week in Buzzfeed News, journalist Ryan Broderick stated that the “YouTubers will enter politics, and those who do are likely to be elected.”
Em Another article published on The Daily Dot, Josh Katzowitz asked: “Could these right-wing Brazilian YouTubers dominate politics with memes?”. The article published by Buzzfeed featured interviews with Kim Kataguiri, leader and founder of the Free Brazil Movement (MBL), Arthur do Val (known by the nickname Mamãe Falei) and Fernando Holiday. In 2018, Kataguiri and do Val were elected by the Democratic Party (DEM) to the positions of Congressman e state by Sao Paulo.
Since 2016, Fernando Holiday is city councilor through the capital of São Paulo.
Protests in 2013 and elections in 2014 5e6t4o
In addition to its political vision centered on the neo-liberalism, who advocates for causes such as the minimal state and, consequently, the free market, the three new faces of the Brazilian parliament have other characteristics in common: they had never held another elective position and they have the internet, especially YouTube, like yours. trampoline for fame and its biggest vehicle of dissemination. In the case of Kim, for example, he explains that it all started with a school survey about social programs in Brazil.
“So I made a video for my teacher and my friends at school to talk about what I had found. But there was a problem: I posted this video on YouTube – so it was public and soon it went viral.”
As Kim's video was shared among his schoolmates, more people commented asking for more videos – which led him to connect with advocates of the libertarian movement in Brazil. Months later, in 2013, the June days and Moving e Liver burst in São Paulo. From that moment, Kim and her group began to organize themselves to leave the speech only virtual and also to go to the streets.
And so, in the cradle of the protests against the increase in airfares, the Free Brazil Movement was born. Although MBL activists took advantage of the media attention for the protests that year, it is worth mentioning that the group formed by Kim only formalized a year later, in 2014, when the wave of anti-government demonstrations left the public transport agenda and became the World cup, with great rejection of the reelection of Dilma Rousseff.
Beginnings and Strategies for Fame 2n2c3y
In addition to a fame story, the way the three broke The paradigm of Brazilian politics is a reflection of how social networks have also broken with traditional means of transmitting information.
Na interview ceded to Buzzfeed, even Arthur do Val himself guarantees that today YouTubers are most influential than politicians in Brazil – which makes sense if we that digital influencers They are true leaders for everything on the internet.
If we go to the etymological origin of the term “digital influencers”, by the way, we will realize that this is exactly what it means – people who have the ability to exert their influence within digital media (internet).
However, the big difference between Youtubers who are directly involved with politics, as is the case with MBL leaders, is that they are not interested in promoting a shampoo or cell phone brand, but a ideological bias.
And do not think that there is an ideological bias in this statement, after all, the Kataguiri himself confirms the fact when he explains that the tactics of disseminating MBL's ideas can be summarized in two steps. In the first, the group selects news that reaffirm your point of view, always using well-known newspapers as sources.
“First, we get the news from somewhere. There are news from Folha de S. Paulo, others from O Globo, from everywhere, but we choose which headlines we want our audience to read. We curate, basically.”
No second step, in turn, MBL makes a video, a text or a meme interpreting that headline. And as Kim rightly says, it's not about publishing the story in its entirety, with all its contexts and however, but literally a picture of the headline, with only the title and subtitle of the article.
Also according to the founder of the movement, this part works because, for most people, just the title of the article enough to form an opinion:
“Nowadays, people only read the headline [of the news], and they already want to have an opinion before they read the story. Basically, what we offer people is the news, in two sentences, and what we think about it. In the end, we added something funny for people to want to share with their friends.”
And the movement's strategies to reach Brazilian politics do not stop there. This is because, for the leaders of the group, the idea is that each candidate elected under the banner of the MBL have your own channel, as well as Kim from Val and Holliday.
This point is where the biggest differences between the three are accentuated: while Kataguiri sees himself as a true politician, Arthur do Val is a Youtuber – and, as Ryan Broderick himself conceptualizes in his text, Fernando Holliday would be something between the two.
already in the middle of 2016, Fernando Silva Bispo (also known as Fernando Holliday) was not well known nationally. However, when running for the position of councilor in the São Paulo City Council, the young man won the elections with more than 40 thousand votes, also for the Democrats party.
“I was elected online. Other councilors are kind of scared of me because most of them don't understand the power of social media.”
After being elected, Holliday became more present on social media, but among the of the trio he is still the one who has less followers on the web – which shouldn't be a problem in the future if he follows Kim's strategy for MBL MPs.
Among the most outstanding moments of his political and media career, the councilor became well-known by positioning himself against racial quotas. The fact that Holliday himself is black helped his speech go viral.
Advertising sold as entertainment 2x1x5m
Before concluding, it is worth making it clear that the purpose of this text is not to change your view of the MBL or any of its , but rather to list some of the facts that led the three names above complete anonymity to the Brazilian parliament in less than five years – and with extremely expressive votes for their respective positions. After all, how did the Free Brazil Movement manage to become such a strong political agent in such a short time?
The answer seems to be in Kataguiri's own description, when he talks about how news is manipulated ("cured", in his ) and used in a context that favors the ideological view of the group. In addition, there is the fact that MBL was born at a time of prominence in political manifestations and in the rise of digital media – which obviously facilitated the dissemination of his ideals around the country.
In recent years, the movement has also stopped selling itself as nonpartisan and averse to traditional politics, allying with names and parties of the establishment who hardly defend the group's libertarian views. Even so, if there is one characteristic that MBL maintains, it is the constant link between its advertising and entertainment, in the form of memes, jokes e buzzwords – which not only sugarcoat the political issue, but also makes the group's discourse more accessible and shareable.
It is very likely that this was the success recipe for the MBL to reach power, and as the movement does not care to keep its tactics secret, it is very likely that other political groups will also use this technique during the next elections.
Although we are not here to discuss how the movement uses this strategy – whether it is worthy of repudiation or iration – we must all agree that dres a political discourse, using humorous or religious content to mask its bias, makes the intentions of who wants to be elected much less clear. And given this scenario, it is very likely that, in the future, when the techniques adopted by the MBL are common, ing what is fact and what is manipulation will be much more difficult, especially for Kim Kataguiri's Brazilians, which read only the titles.
