SAN SALVADOR, El Salvador: Douglas Guzmán’s TikTok feed was filled with workout routines and videos showcasing the beauty of his country. However, everything changed when Salvadoran President Nayib Bukele faced backlash for his human rights violations against criminal gangs and his unconstitutional bid for re-election. In response, Guzmán’s feed transformed into a platform for promoting Bukele as the “future liberator of Latin America” and showcasing his “mega-prison” for gangsters. This change in content led to a significant increase in views on Guzmán’s videos. Inspired by his loyalty to Bukele, Guzmán and other social media influencers have become a network supporting the millennial leader.
Bukele’s government has welcomed these influencers as he seeks to retain power and create an informational echo chamber. This strategy follows the playbook of 21st-century autocrats who utilize social media to control the narrative. By employing influencers, governments can shape the narrative more subtly, making it appear less like propaganda. Under Bukele, El Salvador has developed a sophisticated communications machine that restricts access to information conflicting with the government’s message. The government has also utilized fake social media accounts to spread disinformation and harass critics, emulating Russia’s tactics.
The pro-Bukele content generated by influencers has created an industry centered around the president’s image. A study by El Salvador’s Universidad Francisco Gavidia and local investigative outlet Factum found that pro-Bukele YouTube accounts collectively have more followers than the country’s population. These accounts can earn tens of thousands of dollars a month, far exceeding the average salary in El Salvador. The content produced by these influencers is consumed both within the country and by millions of Salvadorans residing in the United States.
Bukele’s administration has opened its doors to YouTubers and social media influencers, positioning their content as an alternative source of information. This move has empowered influencers like Guzmán, who now have access to major events and government press boxes. However, this openness to influencers poses risks, as other leaders in the region may seek to replicate Bukele’s strategy. Critics warn that the hostile tone and increasing disinformation produced by these influencers could further deteriorate press freedom in El Salvador.
News organizations critical of Bukele, such as El Faro, have faced attacks and harassment for their investigations into his administration. The government has even opened a case against El Faro for tax evasion, which the news site deems baseless. Journalists have also been targeted with Pegasus spyware, commonly used by governments to spy on opponents. The escalating harassment has forced El Faro to relocate its operations to Costa Rica. Reporters fear that if Bukele remains in power, it will put the free press in El Salvador at even greater risk.
In conclusion, the rise of social media influencers promoting President Bukele in El Salvador has created an environment where the government controls the narrative and suppresses opposition. The government’s use of fake social media accounts and harassment tactics highlights the erosion of press freedom in the country.
Credit: The Star : Tech Feed
