So I just found this image based on Umberto Eco's Ur-Fascism describing the Signs of Fascism, and Bolsonaro checks ALL the boxes (except for the ones that require him to have considerable power, of course, because he hasn't risen to power yet).
1) Powerful and Continuing Nationalism: Bolsonaro's famous for saying that "Brazil is his party", and his supporters usually wear shirts saying that.
2) Disdain for Human Rights: Bolsonaro's gone into record saying that Human Rights are bad for Brazil and that he'll cut all contributions going to NGOs and Human Rights movements.
3) Identification of Enemies/Scapegoats: For Bolsonaro and his supporters, PT is the source of all evil.
4) Supremacy of the Military: That's the easiest one. Bolsonaro used to be on the military and is famously a supporter of the military dictatorship that happened in Brazil from 1964 to 1985.
5) Rampant sexism: "I have five children. There were four men, and in the fifth I got weak and it came out a woman". "I would not rape you. You don't merit that". "She doesn't deserve it [to be raped] because she's very bad, she's very ugly. She's not my type, I'd never rape her."
6) Controlled mass media: Doesn't have the power to do that yet.
7) Obsession with National Security: It's the issue Bolsonaro most frequently mentions.
8) Religion and Government are Intertwined: Bolsonaro's campaign motto is "Brazil above anything. God above everyone." He said in a campaign rally: "There's no such thing as a Secular State. It (Brazil) is a Christian State! And for those who are bothered by that, move to another country!"
9 & 10) Corporate Power is protected and Labor Power is suppressed: He's a believer in the idea that "Brazilian workers have to choose between having more jobs and less rights or less jobs and more rights", an idea that has been spread by company owners and bankers.
11) Disdain for Intellectuals and the Arts: He's proposing the extinction of the Ministry of Culture (reducing it to a Secretary inside the Ministry of Education) and the Rouanet Law, that enables artists to raise funds for projects.
12) Obsession with Crime and Punishment: One of the things Bolsonaro is most famous for doing is saying that "a good criminal is a dead criminal". He said in an interview that criminals aren't "normal human beings" and that a cop has to be awarded for "killing 10, 15 or 20 with 10 or 30 bullets for each one of them."
13) Rampant Cronyism and Corruption: While Bolsonaro hasn't had the chance to put people he likes in power instead of competent ones, he put his whole family in politics. Three of his sons, Carlos, Flávio and Eduardo, are active politicians (his other son is studying Law, and therefore can't take part in politics at the moment and his daughter is a child). His ex-wife, Rogéria, was elected twice while she was married to him. In the topic of corruption, he laundered 200 thousand reais from JBS, a famously corrupt company that he already admitted to not being licit, with the excuse that "every party does that".
14) Fraudulent elections: Doesn't have the power to do that yet.
Saying that Bolsonaro is not a fascist in the slightest is either ignorance, naivety or dishonesty.
