The document discusses the role of social media in social protests in Brazil. It analyzes two case studies: the Clean Slate campaign of 2008-2010 and the nationwide protests of 2013. For the Clean Slate campaign, social media helped gather over 2 million signatures online and engage thousands of supporters. The 2013 protests erupted over public transportation fare hikes and used hashtags on Twitter to coordinate demonstrations in major cities across Brazil, exerting pressure that led to some policy changes addressing citizen demands. Social media has allowed social movements to organize more cost-effectively and given citizens new ways to participate politically both online and offline.

1. Social Media and (Urban) Social Protest
The Brazilian Experience
Prepared for presentation at the International Conference Culture, Economy, Participation and Governance in Latin American Cities, Zentrum für
Demokratie (zda), Aarau, 21 – 22 February 2014
Anita Breuer
Email: anita.breuer@die-gdi.de

2. Implications of Social Media for Political Participation
„Cyber Optimism“……
Social Media as powerful weapons for social movements (e.g. Shirky
2011)
Digital activists as choreographers of social protest
Creation of new urban subcultures
reappropriation of public space (Gerbaudo 2012)
vs. „Cyber Skepticism“
Cyberspace is detached from physical reality
Slacktivism is unlikely to produce policy change (e.g. Morozov 2011)
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3. Campanha Ficha Limpa (clean record)
Citizen Initiative
launched in April 2008 by the Brazilian Movement for the Combat of
Corruption (MCCE)
Core demand:
Ineligibility to run for office for people previously convicted or facing
charges for “serious crimes” (vote buying, electoral fraud,
misappropriation of public funds etc.)
Formal requirements:
1.3 Mio signatures
approval by majority vote of both
chambers of Congress
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4. Ficha Limpa and Social Media
43.000 followers on Facebook
11.000 followers on Twitter
66.000 downloads for most watched video on YouTube
5.000 followers on Orkut
2 Mio Signatures in Online Petition by AVAAZ
40.000 Participants in e-mail and Telephone Protest by AVAAZ
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5. Interaction between Social Media &Traditional Media
April – May 2010: Major media-reported campaign events and
related peaks in Facebook activity
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6. Ficha Limpa: A virtual movement with an urban base
Share of Facebook Fans by City Population Size
Inhabitants:
> 1 Mio
500.000 - 999.999
Facebook Fans by origin: Top 10
< 500.000
8.9 %
7.9 %
83.1 %
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7. Ficha Limpa: A movement structured by social background
Network Analysis of the Facebook Group „Campanha Ficha Limpa do MCCE“ using Netvizz and Gephi
1 circle (node) = 1 Facebook user / Bigger circles = users with more influence in the network
Clusters = nodes that are more densely connected together than with the rest of the network.
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8. Ficha Limpa: a mostly „virtual“ movement
Patterns of participation in the Ficha Limpa campaign
(Websurvey / 1.800 respondents)
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9. Impact of the Ficha Limpa campaign
Macro-Level (Policy Change)
Meso-Level (Organizational Actors)
Bill approved and promulgated as law in June
2010
Increased cost-effectiveness and –efficiency of
MCCE as social movement organisation
Our budget has always been tight.
We didn’t have funds to pay for expensive
media advertising campaigns […] Social
media provided an alternative that
enabled us to speak directly to the people
without the necessity to pay for publicity.
(Marlon Reis, MCCE Director)
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10. Ficha Limpa: Sustainable use of social media
Lessons learned from the 2010/11 campaign
Professionalization of communication strategy of the MCCE
Continued use of social media platforms for campaigning / mobilization purposes
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11. The 2013 Protests
Wave of street protests
Triggered by a proposed increase in bus fares in
June 2013
approx. 1.4 mio participants in 100 Brazilian
cities
Core demands / concerns
Increasing cost of public transportation
Inadequate provision of social services
Government corruption
Exorbitant spending on preparations for the
2014 FIFAWorld Cup
Socially conservative legislation
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12. The role of Twitter in orchestrating the 2013 protests
Most successful hashtags :
#ogiganteacordou (the giant woke up)
#vemprarua (come to the streets)
#mudaBrasil (change Brazil)
#copapraquem (cup for whom)
Analysis of Twitter communications about the protests :
1,579,824 tweets between 1st and 22nd June
peak of 96,5 tweets/hour recorded on 17th June 2013 at 8:00 pm when protesters invaded
the Brazilian Congress.
Source: The Guardian http://www.theguardian.com/news/datablog/2013/jul/04/brazilian-protesters-twitter-microsoft
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13. The 2013 Protests: An urban based movement
Involvement of Brazilians on Twitter mapped by Brandviewer (hashtag analyzer tool).
woke up
Red = regions with the highest number of hashtags related to the movement
Source: www.collaborativeconsumption.com
© German Development Institute / Deutsches Institut für Entwicklungspolitik (DIE)

14. 2013 Protests: a virtual AND physical movment
Participation in urban street protests (9 July 2013)
City
Rio de Janeiro
Number of street protesters
10.000
Salvador
3.000
São Paulo
2.000
Recife
2.000
Brasilia
1.300
Fortaleza
600
Belo Horizonte
600
Londrina
500
Porto Alegre
450
Curitiba
200
Source: Globo.com http://g1.globo.com/brasil/protestos-2013/infografico/platb/
According to representative polls 72% of Brazilians supported the movement online and 10%
participated in street protests.
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15. Impact of the 2013 Protests
Macro Level (Policy Change)
Demand
Reduction of public transportation costs
(4 municipal governments)
Revocation of Bill (PEC 37) limiting the
powers of the Public Ministry to investigate
criminal activities in the government
Destination of petroleum royalties to
Education (75%) and Health (25%)
National Pact to improve Education, Health,
Public Transport (Government announced)
National Plan to increase GDP spending on
Education to 7% until 2015
(Government announced)
Meso Level (Organizational Actors)
Status
Ambivalent
a volatile and incoherent……..
Depicted as “chaotic” and “leaderless” revolt
Heavy media focus on violence and vandalism
…..or organized and sustainable movement?
Core Civil Society Groups involved:
Movimento Passo Livre
Movimento Contra Corrupção
Civil society groups demanding improved
quality of Education and Health Care
LGBT rights organizations
Revocation of "Gay cure" Bill (PDL 234)
authorizing sexual orientation conversion
therapy by psychologists
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16. Thank you for your attention!
German Development Institute /
Deutsches Institut für Entwicklungspolitik (DIE)
Tulpenfeld 6
D-53113 Bonn
Telephone: +49 (0)228-949 27-0
E-Mail: DIE@die-gdi.de
www.die-gdi.de
www.facebook.com/DIE.Bonn
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