The role of social media in shaping public opinion

Abstract

Social platforms have significantly changed the ways in which public opinion is formed, functioning as venues for discussion, information distribution, and shared storytelling. This article examines their impact from theoretical, methodological, and empirical perspectives, incorporating research published between 2018 and 2025. Through a systematic analysis of 45 academic studies, it was found that social media platforms such as Facebook, Twitter, and Instagram promote ideological polarization, although they also foster democratic citizen participation. The findings indicate that 68% of users view social media as their primary source of information; however, 52% question their veracity. It was also shown that interest-based algorithms reinforce information bubbles, restricting exposure to different points of view. In the context of Ecuador, social media have been fundamental to social mobilizations, according to studies conducted in the country. The conversation highlights the duality of these spaces: while they amplify the voices of marginalized groups, they also spread misinformation. Regulatory policies and digital education are determined to be necessary to reduce risks without restricting freedom of expression.