A study by shows that the reach of gossip pages grew 654% in the last year, even though they publish three times less than journalistic outlets.
The audience for these profiles is already double that obtained by the traditional press, which produced 1.26 million publications in the last two years, says the report.
Today, 53.5% of Brazilians say they get information through social networks, often through profiles that do not present themselves as news outlets.
At the same time, 33% of the population claims to have no defined political position, a public more susceptible to hybrid content, which circulates outside the traditional rules of public debate.
According to the platform, “the political dispute no longer happens only in the news or in campaigns and starts to be structured in entertainment environments, where reach weighs more than credibility and narrative arrives before checking.”
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