Social networks, legitimization, discourses and hegemony

This work highlights virtual social networks as instruments at the service of capital for the positioning - through the multiplication and amplification - of hegemonic rhetoric. It is a revolutionary contribution from a theoretical perspective. Of course, it is social media, opinion leaders, influencers and other digital communication actors who act as authors and/or participants in this dynamic, which has been little addressed until now. The "analysis" of internet communication was limited to explaining the way in which social networks operated and the behaviour of information consumption as a commodity, with a longed-for material response of remembrance or purchase. However, with this aesthetic base, the phenomenon is deepened to conclude that social media are channels through which the main discourse and the other secondary ones compete in a world that, in turn, seeks to replace physical reality.