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Brazil’s social media malaise
Claims and counter-claims of online bias have dogged election
In Brazil’s tightly contested presidential election, another contender is back in the spotlight: the outsized role social media plays in its politics.
President Luiz Inácio Lula da Silva accused Meta of using “biased algorithms and AI restrictions“ to favour opposition candidate Flávio Bolsonaro, said The Associated Press. The son of the far-right former president, Jair, won 47% in the first round of the election compared with 45% for the incumbent.
Lula filed a complaint against the US tech company, claiming it had subjected his campaign to “unjustified reductions in reach”. It claimed Meta had artificially inflated accounts and adverts associated with Bolsonaro, a key ally of Donald Trump.
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Meta denies wrongdoing, but ahead of the run-off on Sunday, “questions have festered over whether the digital arena has been a level playing field”, said Al Jazeera.
What is Brazil’s social media footprint?
Brazil is one of the world’s biggest markets for social media. The South American nation boasts about 180 million users, said Statista: more than three-quarters of the population. “Brazil is a power machine on the internet,” actress Fernanda Torres told Variety. “We’re heavy, heavy users.”
And with social media “eclipsing traditional advertising”, political ad spending on Meta’s sites has “grown at a breakneck pace”, said Al Jazeera. But critics warn this shift has “put political hopefuls at the mercy of Big Tech corporations and their biases”.
Left-wing actors in Brazil still “lag significantly behind the far right when it comes to digital communication”, said anthropologist Leticia Cesarino. The logic that underpins the attention economy is “structurally beneficial to the kind of alarmistic, simplistic, affect-laden far-right discourse”.
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What are the allegations against Meta?
Google and TikTok are not allowing political advertising, which left Meta’s services as “the only large-scale channels for paid digital campaigning”, said The Guardian.
Meta temporarily disabled ads on Lula’s official campaign Facebook page. He was also briefly unable to boost his Instagram posts, while Bolsonaro could. Lula’s lawyers included this in “evidence” that Meta was “actively trying to interfere” in Bolsonaro’s favour.
Ekō, a digital advocacy non-profit coalition, published a report alleging that Meta had favoured Bolsonaro’s campaign. UN rights experts said reports of restrictions on Meta platforms were concerning. “Information, including from Meta employees, suggests that accounts linked to one side of the presidential race were disproportionately curtailed,” the experts said, without specifying which side.
What is Meta’s defence?
Meta called Lula’s allegations “false and unfounded”, said The Guardian, saying there had been “technical incidents” that affected campaigns from “different parts of the political spectrum”. But Meta’s own semi-independent oversight board said it was “concerned by recurring enforcement failures in Meta’s election integrity efforts”, citing Brazil’s election, where there had been an “over-enforcement of Meta’s fraud policies” against Lula.
Brazil’s top electoral court ruled that Meta could not “reduce the distribution of political contact, restrict searches or remove posts in a way that creates an imbalance”, said The Associated Press. Meta says it has complied with the court order to treat both election campaigns equally.
“We apply the same rules to all candidates, parties and political viewpoints in Brazil,” Meta told The Guardian. “We do not suppress content to harm one side or give preferential treatment to any side.”
Harriet Marsden is a senior staff writer and podcast panellist for The Week, covering world news and writing the weekly Global Digest newsletter. Before joining the site in 2023, she was a freelance journalist for seven years, working for The Guardian, The Times and The Independent among others, and regularly appearing on radio shows. In 2021, she was awarded the “journalist-at-large” fellowship by the Local Trust charity, and spent a year travelling independently to some of England’s most deprived areas to write about community activism. She has a master’s in international journalism from City University, and has also worked in Bolivia, Colombia and Spain.
