SOCIAL MEDIA IN THE BRAZILIAN ELECTORAL PROCESS: THE ROLE AND INFLUENCE OF SOCIAL MEDIA IN THE ELECTORAL PROCESS OF MUNICIPAL ELECTIONS IN BRAZIL

Abstract

This paper aims to analyze the role and influence of social media in the electoral process of municipal elections in Brazil, with an emphasis on the positive and negative impacts that these platforms have on electoral dynamics. The research addresses how technological advances and the popularization of social media have transformed the means of communication between candidates and voters, enabling greater reach, direct interaction, and exposure of ideas, projects, and proposals. At the same time, it highlights the legal and social challenges faced, especially regarding the spread of Fake News, hate speech, and algorithmic manipulations that compromise the integrity of the democratic process. The analysis is based on Law No. 9,504/1997, which regulates electoral propaganda in Brazil, including specific rules for the internet and social media. Through a qualitative approach, the study seeks to understand the effects of this new digital reality on the construction of public opinion and on equal conditions among candidates during the municipal elections.