Lula's campaign influences French political movement

Following Lula's re-election in Brazil, attention has turned to his campaign team, especially its social media strategy. The French political movement La France Insoumise (LFI) claims to take inspiration from Lula's campaign, particularly the work of Brazilian deputy André Janones.

Digital platforms favored over open protocols

LFI has drawn from Lula's campaign by using digital platforms, especially those operated by Meta, while avoiding social networks with more open protocols like Bluesky or Mastodon. This choice reflects a preference for established platforms with large user bases.

WhatsApp channels mimic Brazilian model

LFI's communication strategy includes elements inspired by the Brazilian campaign, such as creating a WhatsApp channel named "Mélenchon's Team." This channel is modeled after the "Exercito de Lula" (Army of Lula) channel, which gained a large following during Lula's campaign.

Six lessons from Brazilian campaign

LFI deputy Antoine Léaument, who also serves as the movement's communications officer, has outlined six lessons from the Brazilian campaign. These include developing a WhatsApp channel and making far-right content invisible on social networks by contesting the use of national symbols and "gamifying" the campaign.

Regulatory considerations for digital campaigns

The National Commission on Information and Liberties (CNIL) noted that using such channels in electoral campaigns functions similarly to any organization's social media account, subject to GDPR regulations. Additional regulations on political outreach would apply if targeting systems are used to solicit subscriptions.

Risks of using Meta's platforms

By relying on Meta's platforms, LFI risks exposure to potential interference. Meta has been accused of interference in Brazil's political campaigns, and LFI continues to use X, formerly known as Twitter, which has also faced accusations of interference in European democratic debates.

Differences in electoral rules between France and Brazil

The strategy implemented by LFI mirrors that of Brazil, which has different electoral rules regarding social networks. Brazilian law prohibits algorithmic recommendations on social networks but allows sponsored messages to increase audience reach.

French regulations prioritize transparency

In contrast, French regulations permit free algorithmic recommendations but prohibit electoral advertising on social networks until the election day when the candidate has already won. French authorities have noted the differences in practices between traditional media and digital platforms.

Effectiveness of digital strategy remains unproven

While Janonism has shown effectiveness in mobilizing support on social networks, no election has been won solely by digital strategy, even that of Lula. This suggests that while digital tools are valuable, they are not a guarantee of electoral success.