‘Desire hooks more than falsehoods’: how shirtless youths helped secure Lula’s victory in Brazil

The 'Gostosos com Lula' movement combined physical appeal and political activism, featuring shirtless young men supporting Lula's campaign. This trend gained traction on social media, with the hashtag #GostososcomLula showcasing muscular supporters. Lula's campaign effectively utilized digital platforms, emphasizing aesthetics to attract younger voters. Political scientists noted that while Lula's victory wasn't solely due to this movement, it added a unique appeal. The campaign decentralized communication, engaging young voters and leveraging social media to counteract right-wing dominance. This strategy reflects a broader trend where physical attractiveness intersects with political messaging, reminiscent of past protests worldwide.