Winning hearts and likes
Social media will play a big part in this year’s campaign
IN JUNE Brazil’s elites received a rude introduction to the power of social media. Protests, many convened via Facebook, saw millions take to the streets to air disaffection with politicians. Those same politicians now want to harness social networks for their election campaigns.
Just before Dilma Rousseff was elected president in 2010, 6m Brazilians used Facebook at least once a month. As they gear up for a presidential poll in October, 83m do. Only the United States and India have bigger Facebook populations. One Brazilian in ten tweets; one in five uses Whatsapp—part messaging service, part social network. Cyberspace is seen as a crucial battleground for the election, even before campaigning officially starts on July 6th.
This article appeared in the The Americas section of the print edition under the headline "Winning hearts and likes"
From the March 15th 2014 edition
Discover stories from this section and more in the list of contents
Explore the editionMore from The Americas
Why Ecuador risked global condemnation to storm Mexico’s embassy
Jorge Glas, who had claimed asylum from Mexico, is accused of abetting drug networks
The world’s insatiable appetite for Canada’s maple syrup
Production is booming, but climate change is making output more erratic
Elon Musk is feuding with Brazil’s powerful Supreme Court
The court has become the de facto regulator of social media in the country