Disputa da agenda e enquadramentos discursivos no instagram: o caso da suposta taxação do Pix
DOI:
https://doi.org/10.11606/issn.2176-1507.v34i2.245007Keywords:
Agenda Setting, Political Communication, Disinformation, Digital Social Networks, InstagramAbstract
This article analyzes the narrative dispute surrounding the alleged “Pix taxation” on social media, based on Instagram posts by Brazilian federal deputies Nikolas Ferreira (PL-MG) and Erika Hilton (PSOL-SP), through the lens of Agenda-Setting Theory. The study examines how different discursive framings contributed to the construction of the issue’s salience within the digital public sphere. Methodologically, a qualitative approach grounded in Content Analysis is adopted, focusing on two high-reach videos published by the parliamentarians in January 2025. The findings indicate that narratives structured around emotional appeals achieve greater visibility and engagement than explanatory and institutional content, even when the latter demonstrates higher factual accuracy. It is concluded that, within the algorithmic environment of digital platforms, the struggle for agenda control is mediated by framing strategies and symbolic mobilization, thereby complicating information circulation processes and efforts to counter political disinformation.
Downloads
References
ALMEIDA, Milena. Carolina de. “Estratégias de comunicação política na era da lacração: um estudo sobre os discursos popularizados no Instagram de Érika Hilton e de Nikolas Ferreira”. In: LUVIZOTTO, Caroline et al. (coords.). Midiatividade inclusiva. Aveiro: 2024
BARDIN, Laurence. Análise de conteúdo. Lisboa: Edições 70, 1977.
BENNETT, W. L.; MANHEIM, J. B. Taking the public by storm: Information, cascade, spin, and the democratic process. Political Communication, v. 19, n. 4, p. 379–394, 2002.
BRUNS, Axel; HIGHFIELD, Tim. Is Habermas on Twitter? Social media and the public sphere. In: Weller, Katrin et al. (org.). Twitter and society. New York: Peter Lang, 2016. p. 29-42.
CASTELLS, Manuel. Communication power. Oxford: Oxford University Press, 2009.
ENTMAN, Robert M. Framing: Toward clarification of a fractured paradigm. Journal of Communication, v. 43, n. 4, p. 51-58, 1993.
FAIRCLOUGH, Norman. Critical discourse analysis: The critical study of language. London: Longman, 1995.
GOFFMAN, Erving. Frame analysis: An essay on the organization of experience. New York: Harper and Row, 1974.
GOMES, W.; MAIA, R. C. M. Comunicação e democracia: Problemas e perspectivas. São Paulo: Paulus, 2008.
IYENGAR, Shanto; KINDER, Donald R. News that matters: Television and American opinion. Chicago: University of Chicago Press, 1987.
McCOMBS, Maxwell. Setting the agenda: The mass media and public opinion. Cambridge: Polity Press, 2004.
McCOMBS, Maxwell; SHAW, Donald L. The agenda-setting function of mass media. Public Opinion Quarterly, v. 36, n. 2, p. 176-187, 1972.
McCOMBS, Maxwell; SHAW, Donald; WEAVER, David. Communication and democracy: Exploring the intellectual frontiers in agenda-setting theory. Mahwah: Lawrence Erlbaum Associates, 1997.
McCOMBS, Maxwell E.; SHAW, Donald L. Shaw. “The Agenda-Setting Function of Mass Media.” The Public Opinion Quarterly, vol. 36, no. 2, 1972, pp. 176–87. JSTOR, http://www.jstor.org/stable/2747787. Accesso em: 20 maio 2026.
McCOMBS, Mawxwell E.; VALENZUELA, Sebastian. Setting the Agenda: The Mass Media and Public Opinion. Cambridge: Polity Press, 2004.
McCOMBS, M. Setting the agenda: Mass media and public opinion. 2. ed. Cambridge: Polity Press, 2014.
McCOMBS, M.; GHANEM, S. The convergence of agenda setting and framing. In: REESE, S. D.; GANDY, O. H.; GRANT, A. E. (org.). Framing public life: Perspectives on media and our understanding of the social world. Mahwah: Lawrence Erlbaum, 2001. p. 67–81.
OLIVEIRA, Rafaela de Araújo Vieira de. “A eloquência de Erika Hilton no combate à transfobia: uma análise de publicações no perfil do TikTok”. 46º Congresso Brasileiro de Ciências da Comunicação. Belo Horizonte, 2023. Disponível em: https://sistemas.intercom.org.br/pdf/link_aceite/nacional/11/0804202320042264cd83f6b4625.pdf . Acesso em: 20 maio 2026.
RECUERO, R. Introdução à análise de redes sociais. Salvador: EDUFBA, 2017. 80 p. (Coleção Cibercultura). ISBN 978-85-232-1669-6.
VEJA. Nikolas Ferreira x Erika Hilton: quem 'bombou' mais na polêmica do Pix. Publicado em 20 jan. 2025. Disponível em: https://veja.abril.com.br/coluna/maquiavel/nikolas-ferreira-x-erika-hilton-quem-bombou-mais-na-polemica-do-pix/. Acesso em: 20 maio 2025.
@NIKOLASFERREIRADM. O PIX está unindo o povo. Minas Gerais, 14 de janeiro de 2025. Instagram: @nikolasferreiradm. Disponível em: https://www.instagram.com/reel/DEz20G0RodB/. Acesso em: 15 maio de 2025.
@HILTON_ERIKA. Brasília. Estão mentindo pra você. O Pix é só uma cortina de fumaça, 18 de janeiro de 2025. Instagram: @hilton_erika. Disponível em: https://www.instagram.com/reel/DE-RJ_BRTdB/. Acesso em: 15 de maio de 2025.
Published
Issue
Section
License
When submitting any scientific material to Revista Alterjor, the author, hereinafter the creator, agrees to license his work within the scope of Creative Commons, in which his work can be accessed and cited by another author in a possible work, but requires the maintenance of all authors who make up the entire work, including those who served as the basis for the first.
All work published here is titled under the following categories of the Creative Commons License (by/nc/nd):
- Attribution (of all authors that make up the work);
- Non-commercial use under any circumstances;
- Prohibition of derivative works (the work cannot be rewritten by third parties. Only original texts are considered);
- Unlimited distribution, display and copying by any means, as long as no financial costs are repassed by.
Under no circumstances the Journal Alterjor license may be reverted to another standard, except for a new Creative Commons update.
