From the communication strategies that decided presidential elections in 2018 to TikTok virals and Taylor Swift friendship bracelets: How the fusion of entertainment, algorithms, and audiovisual language transformed voting into a product of digital engagement, consolidating a scenario of profound democratic ambiguities?
The relationship between politics and audiovisual media has reached an unprecedented peak in recent history. While in previous decades television and the Free Electoral Advertising Time were responsible for building narratives and presenting proposals, today the dynamics of power have definitively migrated to smartphone screens. Short videos, live broadcasts, dynamic clips, and memes distributed through TikTok, Instagram, and YouTube have dictated not only the tone of recent campaigns but have also permanently reshaped the public identity of political leaders.
Politics in the Age of Screens
While television was once the primary channel of communication between candidates and voters, social media now plays a central role in electoral campaigns and in shaping the public image of political leaders.
Short videos, live streams, memes, and content produced for platforms such as TikTok, Instagram, and YouTube have influenced the way people consume political information. In this context, communication ceases to be merely institutional and becomes closer, more dynamic, and entertainment-oriented.
According to Professor Wilson Gomes, from the Federal University of Bahia, social media has transformed political communication by allowing candidates to communicate directly with voters, bypassing traditional media.
Social Media and the New Voter
The rise of digital platforms has especially changed the way young people follow politics. Instead of long speeches or traditional campaign programs, much of this audience now consumes fast, visual content adapted to internet culture.
A recent example occurred during Guilherme Boulos‘s campaign for Mayor of São Paulo in 2024. The candidate’s team used pop culture references to connect with young voters by distributing friendship bracelets inspired by singer Taylor Swift, an item that became a symbol of the artist’s fan community. The strategy demonstrated how elements of entertainment can be incorporated into political marketing to create identification with specific audiences.
This phenomenon highlights a growing trend: the blending of digital culture, entertainment, and political communication.
Another example of the power of audiovisual media in Brazilian politics is the mayor of Sorocaba, Rodrigo Manga. Known for his constant presence on social media, the politician gained millions of views through videos that use humor, dynamic editing, and a language similar to that of digital influencers.
In several posts, Manga presents municipal actions in a relaxed format, bringing himself closer to the type of content consumed daily by platform users. The case demonstrates how the construction of a public image has come to depend not only on administrative achievements but also on the ability to generate online engagement.
According to Raquel Recuero, a professor at the Federal University of Pelotas, engagement-driven platforms tend to amplify highly emotional content, making political messages more visible and more likely to spread.
When Entertainment Meets Politics
The influence of audiovisual media on politics is not limited to electoral campaigns. Films, documentaries, television series, and programs also help shape perceptions of governments, ideologies, and public figures.
Productions such as the documentary The Social Dilemma (2020), for example, have sparked debates about how algorithms work and the impact of social media on public opinion formation. Meanwhile, series such as Black Mirror explore, through fiction, the possible effects of excessive technology use on contemporary society.
These works encourage the public to reflect on political and social issues, demonstrating that audiovisual media can serve not only as a campaign tool but also as a space for debate and awareness.
The Benefits and Risks of Digital Communication
Among the positive aspects of social media use in politics is the democratization of access to information. Today, candidates and public representatives can share proposals, provide accountability for their actions, and communicate directly with the population.
Furthermore, platforms expand citizen participation by allowing voters to comment, share content, and follow events in real time. In many cases, issues that previously received little attention from traditional media gain visibility through digital mobilization.
Despite its advantages, experts warn about the risks associated with the political use of digital platforms. The speed at which information circulates can facilitate the spread of fake news, manipulated content, and polarized discourse.
Another challenge lies in the way algorithms operate, as they tend to show users content similar to what they have already consumed. This mechanism can create “information bubbles,” reducing exposure to differing opinions and strengthening political polarization.
Moreover, the constant search for engagement can encourage the excessive simplification of complex issues, transforming public debates into content primarily designed to generate likes and shares.
An Increasingly Connected Democracy
According to sociologist Manuel Castells, digital networks have become one of the central spaces where political power is exercised, making communication itself an essential component of democracy.
In an increasingly connected society, understanding how audiovisual media influences politics is essential for citizens to develop a critical perspective on the content they consume daily. After all, screens do more than simply inform they have the power to shape opinions, behaviors, and decisions that directly impact democracy.
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The article above was edited by Mariana De Oliver.
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