La Memetodología: how El Surtidor approaches engagement
At El Surti, meaningful audience engagement is embedded in our culture. We've experimented with multiple channels, from WhatsApp for distribution and feedback, to Discourse for climate forums, to offering online training on disinformation.
Not every tool has scaled. When WhatsApp introduced stricter limits on bulk messaging, distribution became time-consuming. And as the pandemic eased, audiences began craving in-person connection over digital discussion spaces.
We’ve learned that the most impactful forms of engagement are physical and participatory: our mingas informativas (research collaboration sessions) and town-hall-style presentations yield the strongest results. The diagram below illustrates how we structure our outreach: not just for reach, but for relationship.
Whether digital or in person, we can’t imagine a relationship with our audience that doesn’t make space for conversation. At El Surti, engagement is part of our identity, and a core driver of impact. One example comes from our work on disinformation during Paraguay’s 2023 general elections.
The team predicted that disinformation could be a major issue, as it had already surfaced during the primaries. As the country’s only fact-checking operation, we chose to dedicate all our resources to monitoring it. That choice proved critical.
After months of work and analysis, we identified coordinated network of social media profiles and pro-government outlets spreading false narratives about opposition candidates. Their message was often spread through paid ads, evading campaign finance regulations.
Once we had the evidence, we asked: who most needs to understand this? We identified key actors shaping public discourse and policy: public officials, researchers, policy specialists, civil society representatives and colleagues with a genuine concern about disinformation. Some had already approached us for advice after being victims of malicious campaigns. They understood the stakes, but often lacked the know-how to respond effectively.
Some underestimated the problem, unaware of how unchecked digital ad spending could distort political debate. Others reacted with moral panic, calling for regulation that might do more harm than good. We saw an opportunity to raise awareness and deepen understanding – not through alarm, but with clarity.
We compiled the findings in a book and released it at an invitation-only launch.³² Why a book? Because in this case, the medium was also the message. Unlike the digital environment we monitored for months, the book would require attention and invite reflection and sensemaking.
It also signalled seriousness. A book raises the perceived value of journalism among policymakers and stakeholders. And crucially, distributing it meant creating a moment of face-to-face connection.
The book launch was a success in terms of engagement and impact. The turnout exceeded expectations, with more than 100 attendees. They shared pictures of the event and screenshots with findings of the book on their social media accounts. The team received an outpouring of congratulatory messages.
The response went beyond likes and reposts. Our findings were cited in public interviews, parliamentary debates, and even a draft congressional declaration. The president of the Electoral Court publicly praised the work and referenced it during a seminar on electoral transparency. Since then, our profile has grown within expert and policy circles. We’ve been invited to speak on TV programmes, at national and international seminars, and to deliver training on disinformation.
This was never just a book launch. It was a platform for validation – of our reporting, our approach, and our long-term commitment to democratic transparency. It also created a space for dialogue, where key actors found common ground in shared concern for the integrity of public discourse
³² El Surtidor. (2023). Hicimos un libro. El medio también es el mensaje. Retrieved from https://elsurti.com/blog/2023/08/18/ruido-desinformacion-elecciones-paraguay/