Manipuláció és instrumentalizáció a digitális homlokzatok univerzumában
Manipulation and Instrumentalisation in the Universe of Digital Facades

Summary/Abstract: The words in the title are familiar to those who have been involved in the social sciences, politics, or even everyday public discourse in recent decades. Like any form of power (economic, political, religious, etc.) that seeks to reach and enrich its own group – its consumers or even its voter base – it essentially instrumentalises the identity of this community: it provides ideological and consumerist narratives, thereby aiming to deeply motivate its members. This is done not only by generating harmful effects but also by reinforcing its own power. This paradigm could not have emerged on such a scale without the rise of mass media. However, due to technological advancements – particularly in the realms of social media, AI, and fake news – this form of instrumentalisation is gaining even more ground globally, fostering an increasingly manipulative complexity around itself.

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