Resisting Alternative Images: An Ethnography of Visual Disinformation in Brazil

The battle against disinformation played a key role during the Brazilian presidential elections of 2022. Supporters of Jair Bolsonaro—and, to a much lesser extent, of Luiz Inácio Lula da Silva—generated and disseminated deceptive and false “informative content” to influence public opinion. To counter the spread of fake news, different initiatives emerged. Based on a multimodal and hybrid ethnography, this essay discusses different modes of resistance to what we call “alternative images.” This term refers to intentionally misleading images with a deceptive referential value that are presented as accounts or reliable metaphors of reality. We describe three modes of countering these misleading images visually: public demonstrations, artistic interventions, and fact-checking agencies. Each one has its own modes of visual assessment and political intervention. The article argues for the importance of carrying out ethnographies of disinformation, capable of contributing to actual efforts against disinformation and alternative facts, along the lines of public and engaged critical anthropology.