Brasil: la previa del “gran día”.

Atilio A. Borón [1]
En las horas previas a la consagración de Bolsonaro, Borón, en Brasil, recibe con estupor las manifestaciones de gentes de un “origen social muy humilde” sobre las razones para votar al candidato ultraderechista y nos catapulta a un espejo de seducción de las masas del que deberíamos precavernos:  “Me asombré ante la inédita eficacia de las nuevas técnicas de la propaganda política que (…) neuromarketing político y big data mediante, creció exponencialmente. Para los movimientos populares es imperativo comprender los procesos de formación de la conciencia política en la era digital si es que se quiere  neutralizar este tipo de campañas”.
Atilio Borón

Aproveché mi viaje de regreso a Buenos Aires para charlar con varios empleados en el Aeropuerto de Río de Janeiro. La conversación me dejó desolado, ahondando la sensación que cosechara en las calles de Río durante toda la semana. Hablé con varios empleados de limpieza, ayudantes de las aerolíneas, changarines y vendedores en negocios y bares. Todas, sin excepción, gentes de un origen social muy humilde y preguntándome por qué me marchaba en las vísperas del “Gran Día”. Fingiendo ser un distraído  turista que ignoraba los asuntos políticos del país pregunté qué tenía de especial este próximo domingo.

 

 

Respuesta: “mañana Brasil elige si será gobernado por un gigante o por un ladrón”. Varios me aclararon: el gigante es Bolsonaro, y Haddad es el ladrón. Y va a ganar el gigante, aseguraron todos. ¿Y qué va hacer el gigante?, le pregunté a otra. “Va a hacer la revolución que Brasil necesita”, me respondió sin titubear.

“¿La revolución?”, pregunté fingiendo sorpresa e incredulidad. “Si”, me dijo. “Una revolución para acabar con bandidos y ladrones. El gigante se encargará de limpiar este país”. En un discurso calcado de lo que a diario se escucha en la Argentina mis interlocutores decían que los petistas “se habían robado todo”, que Lula merecía estar en la cárcel, que su hijos se habían convertido en multimillonarios.  “Bolsonaro”, me dijo uno de los más enfervorizados, “es un patriota que ama a Brasil y con la limpieza de bandidos que va a hacer este país será grande y respetado otra vez.”

La siniestra mano de Steve Bannon –el ultrareaccionario asesor de campaña de Donald Trump y cuyo equipo hace meses está instalado en Brasil– apareció de manera inconfundible. Al fin y al cabo, el slogan del “gigante” es una copia al portugués del empleado en la campaña de Trump: “Hagamos que América sea grande otra vez” , decía el estadounidense. Ahora es Brasil quien, de la mano de Bolsonaro, debe resurgir de las cenizas a las cuales lo redujo el PT.

Había un elemento adicional en estas respuestas. Más allá de las creencias se percibía un vigoroso sentimiento de camaradería entre estos empleados precarizados y explotados, que al cruzarse en los pasillos del aeropuerto se decían: “¡mañana, mañana será el Gran Día!” Un fervor religioso los “religaba” (de ahí el origen de la palabra “religión”). El Mesías –Jair Messias Bolsonaro, que adoptó su segundo nombre luego de un fantasioso bautismo en las aguas del Jordán en medio de una amplia cobertura mediática– estaba por llegar y este sábado estábamos en las vísperas de la epifanía que proyectaría al Brasil al lugar que le corresponde en el mundo. “Dieciséis años (¡Sic!) de gobierno de los bandidos” habían convertido a esta gran nación en una suerte de mendigo internacional por causa de la corrupción oficial, mancillando el honor de toda una nación y sumiéndola en la violencia y la desesperanza.

Las letanías se repetían con milimétricas similitud. En un momento a uno de ellos le pregunté si el programa Bolsa Familia, que había sacado de la pobreza extrema a más de cuarenta millones de brasileños, no había acaso servido para mejorar la situación de los más pobres. La respuesta: “No. Fue una limosna. Quieren que la gente siga como está para que ellos puedan robar a voluntad”.  Ante mi cara de sorpresa otro agregó: “Arroz y feijao para el povao, grandes ‘propinas’ (coimas, en portugués) para los gobernantes.” Uno de ellos, con una cruz tatuada en su cuello, fue más lejos y afirmó que “Haddad es aún más corrupto que Lula, tanto que con sus delitos estuvo a punto de producir la bancarrota de la alcaldía de Sao Paulo.” No tenía mejor opinión de su compañera de fórmula, Manuela D’Avila, del PCdB,  porque le habían dicho que como era atea ilegalizaría todas las religiones. Un tercero agregó que de triunfar el PT sería Lula quien gobernaría desde la cárcel, en la cual permanecería poco tiempo más. Luego, indultado por Haddad, se iría al exterior y desde un refugio seguro para su fortuna mal habida manejaría a Haddad a su antojo. Los ladrones seguirían en el poder. Pero “por suerte se levantó el gigante”, dijo con un suspiro.

Me exigió un esfuerzo enorme escuchar tantas mentiras e infamias. Y me asombré ante la inédita eficacia de las nuevas técnicas de la propaganda política. Campañas de terrorismo mediático no son nuevas en Latinoamérica.

En 1970 la candidatura de Salvador Allende en Chile fue combatida con un torrente cotidiano de difamaciones a través de El Mercurio y el Canal 13 de la Universidad Católica. Pero la eficacia de esas maniobras no era muy grande. Ahora, en cambio, se produjo un salto cualitativo y el impacto de estos lavados masivos de cerebro –neuromarketing político y big data mediante– creció exponencialmente. Para los movimientos populares es imperativo comprender los procesos de formación de la conciencia política en la era digital si es que se quiere  neutralizar este tipo de campañas.

En Brasil, el WhatsApp se convirtió en el vehículo preferente, si no excluyente, mediante el cual gran parte de las clases populares se informa sobre los asuntos públicos y, con la ayuda de los evangélicos, decide su voto a favor de candidatos hiperconservadores.

El acceso a los big data permitió la intrusión de la propaganda de Bolsonaro en millones de grupos de WhatsApp, no sometidos al mismo control que hay en Facebook, y desde allí lanzar una avasallante andanada diaria de mentiras y difamaciones en contra de los petistas y diseminar centenares de fake news cada día. El objetivo de éstas es incentivar la disonancia cognitiva entre los receptores y crear una sensación de incertidumbre y caos –convenientemente magnificada por los medios– que exige la mesiánica aparición de un líder fuerte que ponga orden entre tanta confusión. Téngase en cuenta que los menores de treinta años sólo prenden la TV para ver fútbol, no leen los diarios y sólo escuchan música por las radios o con sus smart phones. Su nivel de información es bajísimo, y sus creencias y percepciones fueron magistralmente manipuladas por Bannon y sus asociados locales, operando sobre ese sector social desde marzo de este año. No obstante, cuando las encuestas preguntan  en las favelas y barriadas periféricas cuáles son los principales problemas de su comunidad la corrupción (“los ladrones”) aparece en tercer lugar, después de la inseguridad y los problemas económicos (carestía, desempleo, bajos salarios, etc.). Pero la pérfida y muy eficaz propaganda de la derecha logró hacer de la corrupción –la lucha contra los supuestos ladrones y la regeneración moral del Brasil– el eje excluyente de esta campaña, en donde no se habla de otra cosa. Y hasta ahora sus resultados han sido notables. Este domingo sabremos cuán exitosos fueron sus malévolos planes y qué lecciones deben extraer otros países de la región que están transitando por una situación similar a la de Brasil, especialmente la Argentina. (N. de la R.: …y lo supimos, desdichadamente).

 

 [1] Atilio Alberto Borón (Buenos Aires, 1º de julio de 1943) es un sociólogo, politólogo, catedrático y escritor argentino. Doctorado en Ciencia Política por la Universidad de Harvard (Cambridge, Massachusetts). Es profesor de la Universidad de Buenos Aires e investigador del CONICET.

Formación Académica:

  • Doctor en Ciencia Política por la Universidad de Harvard (Cambridge, Massachusetts), 1976.
  • Magister en Ciencia Política de la Facultad Latinoamericana de Ciencias Sociales (FLACSO), Santiago de Chile, Chile, 1968.
  • Licenciado en Sociología con Diploma de Honor, Pontificia Universidad Católica Argentina Santa María de los Buenos Aires (UCA), Buenos Aires, Argentina, 1965.

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