THE INFLUENCE OF SOCIAL NETWORKS ON THE FORMATION OF PUBLIC OPINION IN BRAZIL.

Abstract

The influence of social media on the formation of public opinion in Brazil has been a phenomenon of growing relevance, especially with the advancement of digitalization and connectivity. The justification for studying this topic lies in the significant impact these platforms exert on democratic processes, the dissemination of information, and the construction of social perceptions. The popularization of social media has transformed the way individuals access and share information, becoming a fundamental space for political debates, social mobilizations, and the diffusion of discourses. However, this digital environment also presents challenges such as the manipulation of information, the use of algorithms to target content, and the proliferation of fake news, which directly affect the formation of public opinion (MEIRELES, 2021). Thus, understanding the dynamics of these influences is essential to assess the impact of social media on the democratic process and on citizens' decision-making.

The research problem guiding this investigation can be formulated as follows: how do social networks influence the formation of public opinion in Brazil, considering the challenges posed by the use of artificial intelligence, the dissemination of fake news, and the logic of recommendation algorithms? The complexity of this question is evident in how social media operates within the context of digital surveillance and data capitalism, where users are constantly exposed to content shaped by commercial and political interests (DE OLIVEIRA FORNASIER; CAMARGO; CASSOL, 2021). Digital platforms play a central role in the dissemination of discourses, whether through interaction between users or through the mediation of influencers and media outlets that use these tools to expand their reach and impact.

The objectives of this study include analyzing the mechanisms by which social networks contribute to the formation of public opinion, considering the role of algorithms in filtering and prioritizing information. Furthermore, this study seeks to evaluate the impact of fake news and post-truth on the Brazilian political landscape, especially in recent elections, where disinformation has become a central concern for electoral integrity (DO AMARAL PARESQUI; DE OLIVEIRA; LEITE, 2025). Another essential goal is to understand how public opinion organizes itself and responds to stimuli from these platforms, observing the interactions between political actors, journalists, and citizens in the construction of narratives. The influence of social networks can also be observed in how certain discourses are amplified or silenced, depending on the platforms' guidelines and how content is promoted or restricted by moderation policies (SAAD, 2020).

The study of the relationship between social networks and public opinion in Brazil is situated within a global context of concern about the dissemination of disinformation and the impacts that these new communication dynamics exert on democratic debate. The concept of post-truth, for example, has been increasingly used to explain how emotions and personal beliefs often override facts in the formulation of political and social opinions (DE CASTRO AZEVEDO; LIMA, 2020). This phenomenon is aggravated by algorithmic segmentation, which creates information bubbles and reinforces pre-existing worldviews, hindering dialogue between different perspectives and contributing to social polarization. Thus, the formation of public opinion no longer occurs solely through traditional debates in the public sphere, but rather within digital environments controlled by large corporations, whose main interest lies in maximizing engagement and not necessarily in promoting a healthy and balanced debate.

Another fundamental aspect of the influence of social networks on public opinion is related to their strategic use by political figures and governmental institutions. In Brazil, cases such as the actions of former Foreign Minister Ernesto Araújo on Twitter demonstrate how these platforms are used to construct narratives, mobilize supporters, and reinforce certain political discourses (RAMALHO et al., 2020). These practices highlight the need for more in-depth studies on the intersection between politics, digital communication, and the formation of public opinion, especially in a context where trust in traditional media institutions has been constantly questioned.