![]() According to Brendan Tobin, head of the political-campaign software company Ecanvasser, “.in South America and Central America some campaigns just run on WhatsApp groups.” In the country reports by Tactical Tech's partners as part of our research on the global Influence Industry, it is clear that since 2015, WhatsApp is increasingly becoming the main tool for political campaigns in the Global South, and its influence is continuing to grow. ![]() Political campaigners disseminate photos, messages and calls to action via WhatsApp groups both large and small. The research conducted by Tactical Tech and our partners over the last 18 months has confirmed that WhatsApp is now a primary means of delivery for political messaging in many countries in the Global South, with particularly strong penetration in rural communities where internet is accessed mostly via smartphones 1. This article reveals some of the many ways WhatsApp is being deployed as a major part of the political process in countries including Brazil, Colombia, Kenya and Malaysia. While WhatsApp helps politicians reach voters and constituents in areas that don't otherwise have access to the internet, it also extends the reach and primacy of Facebook (who own the platform) in the democratic process in these countries. ![]() ![]() For many people in the Global North, it may come as a surprise that participation in large WhatsApp groups constitutes the majority of online communication for many users in South America, Africa and Southeast Asia. The past few years have seen WhatsApp become an increasingly powerful and influential tool for political campaigns in the Global South.
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