How Lula tries to enter the social media game

One of the election frontrunner’s weaker points is a rigid communication style online. Social media-savvy supporters are trying to help Lula’s campaign reach new voters and better engage in virtual circles

former president Lula
Lula’s skill to address large crowds may be unmatched, but the presidential frontrunner trails Jair Bolsonaro on social media. Photo: Marlene Bergamo/Folhapress

Aged 76 and with more than four decades of political life under his belt, former President Luiz Inácio Lula da Silva has had to reinvent his communication strategy to adapt to the language of social media. It hasn’t been an easy task — he doesn’t even use a cell phone.

Unlike other politicians who manage to make social media a core part of their political persona, Lula is more comfortable speaking to large crowds and pressing flesh. 

Adding to Lula’s social media struggles is how resistant to change his Workers’ Party is. After successfully winning four straight presidential elections...

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