Psychosocial Magnetism: the power of social networks to bring people together

Social networks have become one of the main channels of social convergence, triggering social and political actions. This article aims to understand and discuss the aggregation of users through social networks, through algorithms, based on themes, ideologies, preferences, ethnicities, in addition to crossing a series of metadata to induce behaviors, which the authors call Magnetism Psychosocial. Based on exploratory research and the use of a non-systematic literature review and bibliographical research, the various factors that allow the understanding of this phenomenon from a political point of view are sought. Among the results, the ability of algorithms to determine content offered to users stands out, as one of the means of manipulating electoral and social processes around the world. Corroborating this are studies that demonstrate the ability of emotions to be transmitted through social networks and the work developed by Meta to seek to understand the emotional behavior of each individual, in order to offer content that encourages staying connected for longer. Thus, it is conceptualized that Psychosocial Magnetism is translated by the influence of algorithms in exercising the power to connect people through their feelings, interests, preferences, and physical, social and emotional characteristics. However, there is a need to expand studies and possible barriers to these devices.