The Influence of Social Media on Political Polarization: A Comparative Study of Brazil and the United States

Abstract

Abstract:
Background: The increasing political polarization in democratic societies is partly attributed to the unfiltered and algorithm-driven dissemination of political content on social media platforms.
Objective: This research explores the role of social media in fostering political polarization, comparing Brazil and the United States as case studies of democratic yet divided societies.
Methodology: A mixed-method design was employed. Quantitative sentiment analysis of 100,000 tweets and Facebook posts from political election periods in both countries was coupled with qualitative interviews with 30 political science scholars and digital media users.
Findings: Results revealed that social media echo chambers intensified ideological divides, particularly among youth and lower-income demographics. While the U.S. showed algorithm-driven polarization, Brazil's divide was amplified by coordinated misinformation campaigns. Both countries lacked robust digital literacy policies to counteract polarization.
Conclusion: Political polarization is magnified by unregulated social media practices. Multi-stakeholder regulation, media literacy education, and transparency in algorithmic content delivery are urgently needed to safeguard democratic discourse.