DO NOT FEED THE MINION! Affective polarization and backward network activism in the genesis and rise of the hashtag # Bolsonaro2018 after the impeachment of Dilma Rousseff

Authors

  • Marcelo Santos Universidad Finis Terrae

DOI:

https://doi.org/10.22409/conflu.v22i3.47121

Abstract

This article inquires over the rise of #Bolsonaro2018’s visibility on Twitter under odd circumstances, as we set out to identify which factors and understand which processes lead to such visibility. Supported by sequential mixed-methods, using mostly Social Media Analytics (SMA) and Content Analysis, two different moments are highlighted: (i) automated or semi-automated promotion of the hashtag and (ii) a meteoric rise on its mentions triggered by the Bolsonaro’s very detractors, who accounted for almost 90% of the analyzed sample. I suggest that the key to understand the process lies on affective polarization, that leads opposers to make their aversion to the politician explicit. As a result, #Bolsonaro2018 winded up as a national and then a world-wide Twitter Trending Topic.

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Published

2020-12-02

How to Cite

Santos, M. (2020). DO NOT FEED THE MINION! Affective polarization and backward network activism in the genesis and rise of the hashtag # Bolsonaro2018 after the impeachment of Dilma Rousseff. Confluências | Interdisciplinary Review of Sociology and Law, 22(3), 172-197. https://doi.org/10.22409/conflu.v22i3.47121

Issue

Vol. 22 No. 3 (2020): DOSSIÊ: "Mídia, Polarização Política e Crise da Democracia"

Section

Dossiê

License

Copyright (c) 2020 Marcelo Santos

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