Connected population

how the internet and online social networks have transformed election campaigns in Brazil

Abstract

The Internet has significantly transformed political communication strategies, especially in election campaigns. Since the rise of social media, interaction between candidates and voters has become more dynamic, decentralized, and subject to new forms of influence. This article analyzes the evolution of Internet use in election campaigns in Brazil, with an emphasis on the impact of political participation in the digital environment. Based on a review of the literature, it discusses how digital platforms have increased the prominence of the electorate, while also favoring the segmentation of discourse. It argues that, although the Internet has the potential to democratize public debate, the expansion of election campaigns in this environment presents challenges. The results point to the need for communication strategies that reconcile the expansion of political participation with the fight against disinformation and the promotion of a more pluralistic and democratic digital public space.