A comunicação da extrema direita nas redes sociais : uma análise do perfil de Jair Bolsonaro no TikTok nas eleições de 2022

Abstract

This research examines the extreme right's communication strategies on social media, with a specific focus on Jair Bolsonaro's campaign on TikTok during the 2022 presidential elections. Based on the videos published by the candidate on his profile on the platform during the electoral period, we carried out a content analysis of these materials to identify the topics covered and the types of content presented in the campaign. The work discusses the role of social media platforms in the growth of far-right populist leaders and in the adaptation of their speeches based on the emergence of new digital spaces, such as Tik Tok. From the analysis of the published videos, an adaptation of the way in which far-right speech was transmitted in the digital environment was observed, using resources such as humor and the use of sounds and trends coming from TikTok.