Thread by @mattyrichy

Massive illegal financing of WhatsApp campaigning for Bolsonaro by wealthy backers is an unexpected (though not necessarily “surprising”) new twist in a surreal election #Caixa2doBolsonaro (Thread/)

WhatsApp has specific characteristics that, when used effectively, makes it an extremely effective medium for disseminating political propaganda

First of all, it’s hidden from view. While we all have our Facebook and Twitter bubbles, there is enough overlap between them and visibility of the entire network (trending topics, influential individuals, access to profile pages etc.) to have a general idea of what is going on

In WhatsApp, this is not the case. Except for occasional insights – for example, a message from a friend or family member with different political views – we mostly do not know what others are talking about

A few times recently I have been shown or forwarded such messages, either from friends of friends or from people who have signed up to mass Bolsonaro supporting WhatsApp groups (one of campaign’s key strategies)

They are having a completely different conversation to those seen in the mainstream media, with no regulation or right of reply

Not only does this make it impossible to debunk falsehoods, it makes it difficult to even know what lines of attack of the other side is taking – an essential part of adversarial exchange

This has been even more in this election as Bolsonaro has, initially for medical and now for strategic reasons, excused himself from participating in televised debates. In this election *he has not had to test his ideas directly against those of his adversary*

Then there is the fact that, with the exception of the public groups, WhatsApp messages are usually received by known, often trusted friends and family. They thus carry with them an aura of intimacy and trustworthiness, even when they are being distributed en masse

This is particularly important in Brazil. Unlike in much of Europe and N America, family WhatsApp groups here are extremely common and popular. People keep high-activity, daily conversations going with large groups of extended family members

While WhatsApp is famous for being the arena for intense family arguments, it is also a powerful way for the politically engaged to influence those who are less so

If you receive a articulately worded message from a more politically engaged family member, you are probably not going to have the ability or the desire to contest what look like authoritative facts

All of this is to say that I believe it is perfectly possible that Bolsonaro’s massive, hidden, illegal campaigning on WhatsApp has had a significant influence on the election

This is not only for the performance of the presidential candidate, but all the candidates for deputy, senator and governor many of whom were little known but successfully piggy-backed on his campaign

However, there’s a “BUT” coming. See next thread… ✌️

That thread: