THE SUCCESS OF “CULTURAL WARS” IN THE 2018 CAMPAIGN:

Bolsonaro on Facebook and Instagram

Abstract

During the 2018 presidential campaign, candidate Jair Bolsonaro has used a particular style of engagement with users on social media. This work makes an exploration analysis around the main themes of the campaign used by the candidate on Facebook and Instagram. Our analysis indicated that these were: security, Venezuelan migration, feminism, attacks on the left, religious views of politics, and attacks on traditional media. This work demonstrates that, with these nominated axes, the candidate promoted an "alternative agenda" to that proclaimed by the traditional media and that it was powerful - in view of the results of the presidential election - to guide the themes and issues of debate in the campaign.