A multidão na era da comunicação digital: reflexões sobre os novos meios de propaganda

Abstract

Agglutinating spaces and reaching new contours, social networks become in the second decade of the 21st century the new Greek agoras, places where social life flourishes and people meet virtually to share experiences. Using the example of Cambridge Analytica we will understand how the logic of online deliberation and gathering of people has been subverted by some data scientists, behavioral analysts and political schemers, who have discovered in social networks the fabric of anger hidden under the bosom of society referred to by psychoanalysts, sociologists and anthropologists, and how to manipulate it for their purposes. This paper aims to reflect on the problems involving new communication technologies with regard to advertising techniques and user engagement on social networks. Faced with the use of tools for commercial and political purposes, it seeks to uncover the challenges of a scenario of social engagement through the networks.