In the 21st century, populists have increasingly used social media to bypass the mainstream media and directly approach their target audiences. It has been claimed that while traditional media, acting as so-called ‘gatekeepers’, filter the messages that they broadcast through journalistic norms, social media permits a ‘direct linkage’ from political actors to potential audiences. It has been claimed that the use of Twitter helped Donald Trump win the US presidency, while the same has been claimed regarding the use of YouTube by the Jair Bolsonaro presidential campaign.