The election campaign for 2026 in Brazil is expected to be more performative and aimed at going viral, with significant strategies developed by political figures such as Lula, Tarcísio de Freitas, and Eduardo Bolsonaro.
As Brazil gears up for the elections in October 2026, political figures across the country are already mobilizing, engaging in symbolic actions and events designed to go viral on social media. Analysts highlight a shift in campaign tactics, with a greater focus on performance and capturing public attention in an increasingly saturated media landscape. Expert Isabela Rocha emphasizes that political discourse is being tailored to fit social media narratives, indicating that campaign strategies will only intensify in their attempt to reach and engage a wider audience.
The approach towards campaigning is evolving, prompting politicians to pursue more eye-catching actions that resonate with voters and possession strong symbolic appeal. This trend mirrors the transformation of politics into a spectacle, where substantive dialogue may take a backseat to performative engagements that attract online interaction. Such strategies could lead to a more polarized atmosphere as candidates compete to outdo each other in terms of visibility and shareability on platforms like Twitter and Instagram.
This viral-oriented campaign landscape raises questions about the impact on political discourse and public engagement. With politicians focusing on captivating the audience's attention, there is a risk that critical issues may be overshadowed by sensational acts designed primarily for viral success. The outcomes of these new strategies will be closely observed, particularly how they influence voter perception and participation leading up to the 2026 elections.
