Mica for cartelinsider.com
Mexican criminal organizations have turned to digital platforms and social networks for different purposes, from sending “narcomessages” to rival groups to bragging about the luxurious lifestyle their members lead thanks to their criminal activities. At first it was YouTube, Twitter (now X), and to a lesser extent, Instagram. But in recent years, TikTok has gained more relevance for drug cartels.
At least that has been the case for the Sinaloa Cartel, whose high-ranking members have found in the Chinese social network an opportunity to show off sports cars, exotic animals, women, designer clothes and trips to tourist destinations. The majority of criminal operators who often share their excesses on this social network belong to the faction of Los Chapitos (led by the sons of Joaquín ‘El Chapo’ Guzmán) and Ismael ‘El Mayo’ Zambada.
But beyond exposing their ostentatious life, both “Chapizza” and “Mayiza” resort to videos and photographs to showcase their operational capacity. In the content they share, we can see their large caliber weapons, the armored vehicles they travel in, and the special equipment they use in armed conflicts.
“One reason behind their dominance in social media, particularly on Tiktok, may be due to the media presence generated by ‘El Chapo’ Guzmán in series, music, movies, and his multiple prison escapes,” mentions Guillermo Tamayo Romero in his thesis entitled “#CartelTikTok: How Drug Cartels Utilize Social Media,” presented to obtain the degree of International Master in Security, Intelligence, and Strategic Studies.
Out of a total of 218 TikTok videos related to the Sinaloa Cartel through hashtags and symbols (such as a slice of pizza for Los Chapitos), the author found that 61 are related to goods and fashion, 33 to women, 28 to jewelry, 24 to alcohol and drug consumption, 20 to mansions, 16 to sports cars, 16 to parties, 9 to cash, 7 to RZR-type vehicles, and 4 to exotic animals.
Among the most used hashtags are #JGL (referring to Joaquin Guzman Loera), #701 (place that ‘El Chapo’ occupied on Forbes magazine’s list of the world’s richest men) and #Chapo.
The preferred brands for shirts and t-shirts among the members of the Sinaloa Cartel are Gucci, Louis Vuitton, Boss, Ralph Lauren and Versace. In footwear, Nike, Adidas and Louis Vuitton stand out. As for vehicles, they prefer Mercedes Benz, Ferrari and Lamborghini. And when it comes to exotic animals, jaguars, tigers and panthers are observed, which are treated as if they were domestic pets.
Not all ‘soft elements’ of narcoinfluence constitute physical objects that signify wealth, they also include anything or anyone that can be easily objectifiable, such as women. On TikTok, women appear in three ways: as active subjects, accessories, or mere references in slogans,” the author explains.
Another use that is given to TikTok is to show the operational capacity of its hitmen. In most of these types of videos, young people can be seen wearing military-style uniforms, helmets, bulletproof vests, and radios. They are often found in armored vehicles such as monster trucks, with the sound of narco music playing in the background.
Among the most listened to artists are Fuerza Regida, Peso Pluma, Luis R. Conriquez, Grupo Arriesgado, Natanael Cano and Juanpa Salazar.
All these elements coexist and come together in videos that are “appealing” to TikTok users, although behind this type of content lies a narrative of sexism, violence, and war, explained the author. With this, they seek to obtain legitimacy to recruit new members under the (false) hope that this lifestyle is also attainable for those who decide to join their ranks.
In addition, the Drug Enforcement Administration (DEA) has determined that the Sinaloa Cartel – along with the Jalisco New Generation Cartel (CJNG) – uses social media platforms such as TikTok and Facebook to distribute fentanyl in the neighboring country, as revealed through the Última Milla operation.
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Mica
Email: mica@cartelinsider.com
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