Sep 2, 2024 12:15 PM
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Conflict Narratives: Far-Right Influencers and the Construction of National Enemies on TikTok in Latin America

Conflict Narratives: Far-Right Influencers and the Construction of National Enemies on TikTok in Latin America

Panel:
[PA] Semiotics and National Identity (Sebastián Moreno Barreneche)
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Speaker:
Elder Cuevas
Universidad de Lima
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The aim of this paper is to analyze the discursive construction of the nation's enemies by conservative far-right influencers from Peru and Brazil on TikTok. Through a qualitative methodology, we focus on the themes and figures they employ to personify an enemy that, unlike in Europe, lacks defined contours but rather situational ones (national insecurity, latent immigration, and social inclusion policies). The methodology involved defining conservatism based on a codebook derived from previous works, filtering and obtaining influencers from Influencity, and subsequently filtering specifically those accounts belonging to the far-right. The results reveal that the nation's enemies include those associated with immigration without integration, insecurity fueled by immigration (particularly Venezuelan), indigenous communities, those diverging from the celebration of neoliberalism as a way of life, and those who corrupt conservative values (family, gender, wage asymmetry). Additionally, in Peru and Brazil, religious rhetoric is employed to emotionally connect with the audience and resist the structural establishment of the "progressive dictatorship." This work contributes to the examination of Latin American differences within the far-right and contributes to the study of message dissemination strategies in the far-right's cultural warfare, moving away from governmental victory and instead concentrating on cultural hegemonization through social media .

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