Um estudo sobre a percepção do legislativo no município de Sumé-PB acerca do uso das plataformas digitais e das fake news no comportamento eleitoral.

Abstract

The advancement of digital technologies and the consolidation of social media as the main means of communication have significantly transformed electoral campaigns in Brazil, especially at the municipal level. In this context, this Undergraduate Thesis aims to general analyze the impact of digital political marketing on the 2024 municipal elections in the municipality of Sumé (PB), with an emphasis on the strategies used on social media and the challenges posed by the spread of fake news. The research adopted a qualitative and descriptive approach, using a data collection method based on direct interaction with individuals through questionnaires or forms as the data collection instrument. Hybrid questionnaires, consisting of open-ended and closed-ended questions, were applied to municipal councilors, and their perceptions regarding the use of digital platforms, the influence of social media on electoral behavior, and the effects of disinformation on trust in democratic institutions were analyzed. The results indicate that social media has become the main channel of local political communication, increasing engagement between candidates and voters, while also intensifying the circulation of disinformative content. There was a consensus regarding the increase in fake news during the electoral period and the need for ethical and responsible communication practices. It was concluded that digital political marketing, when aligned with the principles of Public Management, can strengthen local democracy; however, its inappropriate use undermines institutional trust and the quality of public debate, reinforcing the importance of media literacy and combating disinformation.