San Francisco Frontiers - Brazil candidates mount digital armies for fierce online campaign

These online campaigns, unprecedented in scale in Brazil, have highlighted the growing role of social media in the country's politics, while also raising questions about compliance with election rules.

"The cavalry has arrived. Come join this army that will change our country's history," urged Gustavo Gayer, a congressman and Bolsonaro ally.

He was promoting "Direta Ja" (Right Wing Now), a platform launched in July which consists of a website and WhatsApp group where supporters receive daily "visual ammunition" to share on their own social media feeds to boost Bolsonaro's campaign.

Ahead of the October 4 first round vote, Flavio Bolsonaro -- the son of jailed former far-right president Jair Bolsonaro -- is neck-and-neck with leftist Lula, who is seeking a fourth term in office.

The website contains ready-made posts, allowing users to filter content by their preferred social media platform or category. The largest of these categories, with around 200 items, features "criticism of the PT," Lula's Workers' Party.

These include accusations around public security, food prices and allegations of corruption.

A single video highlighting inconsistencies in a statement made by Lula was shared by over 500 supporters, according to an AFP investigation.

The platform itself reports that the initiative has generated more than 50 million interactions.

- Right 'often wins' online clashes -

Lula has launched his own social-media initiative dubbed "Lula's Spokespersons," aimed at boosting voter engagement.

"Let's join the fight via computer and mobile phone," he urged during a livestream with supporters in September.

"If you are part of this army, rest assured: on the 4th, we will win the election."

Through WhatsApp groups, over 140,000 people receive daily missions to share posts promoting Lula's policy proposals or criticize his main opponent.

The goal, explained Guilherme Boulos, secretary-general of the presidency, is to win the battle in an arena traditionally dominated by the right.

"We need the humility to acknowledge this. They often win these online clashes," he said at the launch of the initiative.

"If they can unify their narrative and set the agenda for public debate, so can we."

Arthur Ituassu, a professor of political communication at the private Pontifical Catholic University of Rio de Janeiro, said that while the primary focus used to be on securing as much television airtime as possible, today "social media is fundamental."

"Encouraging this kind of mobilization aims to reach undecided voters, the ones who will ultimately decide the election," he told AFP.

- 'Doing nothing wrong' -

Even smaller candidates are fighting hard online, such as Renan Santos, who is polling in the low single-digits but has built a following among younger voters.

Santos launched an app where supporters earn points and compete for rankings by sharing his content.

Currently ranked first on the candidate's leaderboard is Joao Victor, a 25-year-old university student.

"I do this because I want to help bring about change in the country," he told AFP.

AFP attempted to speak with Lula and Bolsonaro's digital activists, but they either did not respond or refused to comment, maintaining that they were "doing nothing wrong."

Both Lula and Bolsonaro filed lawsuits at the Superior Electoral Court (TSE) complaining about the other's initiative.

They accused one another of trying to circumvent rules and drive negative campaigning in a coordinated manner.

Both campaigns told AFP they are complying with electoral laws. The cases are still pending.

Nahomi Helena de Santana, an election law attorney, said that organized digital mobilization could be deemed unlawful if there was an "economic advantage" in exchange for posts, or if content contained disinformation or slander.

She said that spreading such content via an "organized" network could bring greater punishment.

J.Scott--SFF