Impulsionamento de anúncios nas redes sociais impacta o desempenho eleitoral? Uma análise das eleições municipais de 2024
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Data
2026-02-23
Autores
Mota, Julio Cesar Brambila
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Universidade Federal do Espírito Santo
Resumo
This dissertation investigates the impact of paid content boosting on electoral competitiveness during the 2024 Brazilian municipal elections, analyzing the tension between the equalization hypothesis -the internet as a leveler of the playing field -and the normalization hypothesis -the digital reproduction of offline economic inequalities. To this end, the Segmentation Sophistication Index (SSI) was developed, a metric designed to capture the technical quality and efficiency of the microtargeting strategies used by candidates. The results demonstrate that, although the SSI is statistically significant regarding the variation in the percentage of votes obtained (confirming that the quality of digital strategy matters), this effect is mediated by the volume of financial resources invested in the campaign. It is concluded, therefore, that the infrastructure of paid boosting tends predominantly toward normalization, where money acts as an entry barrier and a reach multiplier, leaving outsiders with narrow windows of opportunity, dependent on high prior symbolic capital to break through the platforms' economic filter.
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Biblioteca de anúncios do Meta , Marketing político digital , Eleições