NINO MORALES, Elkin Eduardo; CABEZA HERRERA, Oscar Javier    FLOREZ PABON, Campo Elías. Psycho-politics and Big Data as new Forms and Tools for Political Organization. []. , 36, pp.247-273. ISSN 1390-8626.  https://doi.org/10.17163/soph.n36.2024.08.

This article asks if the subject is an autonomous being in political deliberation or are the thoughts, positions and forms of political organization mediated by the different communicational tools to which the subject is exposed who determine it? Thus, it analyzes the relationship between Mass Media and politics with the deliberative capacity of the individual when making decisions in the political context based on Han and Chomsky. The methodology is qualitative with documentary design, the instrument are bibliographic sheets applied to primary and secondary sources. Databases are used with the algorithm: “Neoliberalism, Psycho-politic, Big Data, Mass Media and Democracy”. Thirteen (13) books and twenty (20) articles are analyzed. The argumentative text identifies the new forms and tools of political organization and the relationship between politics and the media. It is concluded that: 1) Neoliberalism directs the idea of a free market towards the individual himself; 2) Critical citizenship that has a more active role in democracy is necessary; 3) Psycho-politics is identified as a new form of political organization; 4) The new tool of politics is Big Data; 5) It is evident that the relationship between politics and Mass Media is linked to power groups; and 6) The emotionalization of political communication decreases individual autonomy.

: Big Data; democracy; emotions; Mass Media; neoliberalism; psycho-politics.

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