The role of social media in shaping perceptions of social norms in a post-truth context

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Article

The role of social media in shaping perceptions of social norms in a post-truth context

Ornela Ramasauskaite

Received 27.06.2025, Revised 04.11.2025, Accepted 17.12.2025

https://doi.org/10.67524/verus4/1.2025.28

Retrieved from Vol. 1, No. 1, 2025

Pages 28-40

Abstract

This study addresses the urgent relevance of this topic, focusing on how political and digital factors contribute to the degradation of media freedom and the spread of post-truth in the context of global polarisation. This study aimed to reveal the main mechanisms that shape the new forms of truth awareness through digital platforms, political practices, and social discourses. For the purposes of this study, a comparative analysis of legislation, as well as the practice in the implementation of the legislation, a case study of the media, and discourse analysis of political and cultural narratives were used. The study concludes that in a post-truth era, social media becomes a tool for the construction of society and an institution for the creation and legitimisation of new social norms. It is found that post-truth is not just a side effect of human cognitive functioning, but an attribute of the digital space in which technology is constantly evolving, information is being digitised (algorithmisation of contents), and social divisions are growing. It is determined that algorithms play a key role in the creation and normalisation of new social reality, serving as “architects” of reality; they select the form of behaviour and interpretation that contributes to maximum user engagement. As a result of the comparative analysis of the national models, the following findings were obtained: in the United States of America, the process of normalisation of political confrontation took place; Brazil was characterised by the consolidation of populist discourse; in India, WhatsApp became the driver of the formation of new local social norms and violent practices. Specific case studies, the #MeToo movement in the United States of America, the fight against disinformation in Brazil, and mobilisation on WhatsApp in India, show the effectiveness of online discourse in achieving social changes. Based on the practical importance of the results, the possibility of using the conclusions of the study to form a strategy for effective regulation and a system of journalistic professional ethics is substantiated, as one of the components of strengthening information resilience

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Suggested citation
Ramasauskaite, O. (2025). The role of social media in shaping perceptions of social norms in a post-truth context. Journal of Media & Social Change, 1(1), 28-40. https://doi.org/10.67524/verus4/1.2025.28