The majority of mentions on social media of the para exemption project reflected the polarization in the country, indicates a survey by the consultancy firm AM4 Brasil Análise Digital, specialized in digital strategy and reputation.
The project was and, now, .
The survey indicated that 31.2% of the content analyzed by AM4 was negative, while 28.4% was in support of the government’s measure. Another 40.4% were informative in nature, reflecting a public interested in understanding the changes generated by the new rule, according to the consultancy.
The company says that Instagram recorded the highest volume of content, with 42.7% of publications. OX had 11.9% and was the network in which political polarization prevailed, with opponents of Lula criticizing what they called “fiscal populism” and government supporters speaking of “victory for the people”.
The consultancy indicates that some left-wing profiles questioned the maintenance of the maximum rate of 27.5% for salaries above R$7,300 and stated that, transferring the cost to consumers and the middle class.
The vote that united government and opposition was also interpreted as a strategy to recover the image of Congress, after the attempt to promote the .
Some comments cited “early campaign” and attempts to “clear the water” of recently criticized parliamentarians. According to the consultancy, the expression “GO ZERO WITHOUT TRAP” appeared 39 thousand times on X, reinforcing the government’s discourse of popular victory and countering criticisms about fiscal populism. On Google, the most frequent searches were for “new income tax table 2026 simulator” and “how the income tax exemption will work”.
Rebeca Ribeiro, partner and content director at AM4 Brasil, says that the analysis shows that fiscal policy issues, such as income tax exemption, generate digital mobilization and polarization simultaneously.
“Although the measure is celebrated by a significant portion of the population, more than 30% of mentions criticize the exemption, which reveals a perception of inequality and skepticism towards Congress”, he says.
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