Polarization in Portugal’s media and social networks: a call for change

In a world where technology connects us instantly, one might expect that media and social networks would broaden dialogue and encourage inclusivity. Instead, we are witnessing the fragmentation of public discourse, with social media playing a central role in amplifying polarization. This phenomenon is particularly troubling in Portugal, where a longstanding tradition of dialogue and moderation faces challenges in the digital age.
 

POLARIZATION IN PORTUGAL

 
Like other European countries, Portugal has seen a gradual rise in polarization across both traditional media and social networks. While the nation continues to show relatively moderate political polarization compared to other EU countries, trust in the media has been waning. In 2024, 58% of Portuguese citizens reported trust in the news generally, and 62% trusted the news they consumed—a slight erosion compared to previous years.

According to the Digital News Report Portugal 2024, 63% of Portuguese people use social media as their primary news source, with platforms like Facebook, Instagram, and increasingly TikTok leading the way. While these platforms offer quick and varied access to information, they also contribute to creating “epistemic bubbles”— environments where users primarily encounter content that reinforces their beliefs, limiting exposure to diverse perspectives. This issue is exacerbated by the prevalence of fake news, which, when widely spread on these platforms, not only deepens polarization but also reinforces the bubbles. Users sharing misinformation heightens the perception of truth within their groups.

Here are some specific examples of fake news identified by Polígrafo circulating in Portugal:

• Immigration and elections: During the 2024 legislative elections, a conspiracy theory claimed that the regularization of immigrants would secure votes for the ruling party. It was suggested that immigrants, mainly Brazilians, would be granted automatic residency and voting rights. However, this was refuted, as only Brazilians with equal political rights status could vote, and even then, specific legal requirements apply.
• Immigrants’ access to healthcare: Another false claim, propagated by André Ventura, alleged that Portuguese emigrants were losing access to the National Health Service (SNS), while immigrants enjoyed full, unrestricted access. The government clarified that emigrants still had full access to the SNS, and immigrants’ rights varied based on their legal status
• World Youth Day 2024 (WYD): Social media falsely reported that “thousands of attendees” had “disappeared” during the event, linking it to illegal immigration. This was debunked, as no such disappearances were reported.

Additionally, 58% of users aged 18-24 prefer consuming news through short videos on social media, revealing a shift toward more emotional and often shallow content consumption. The algorithms on these platforms, prioritizing content that generates engagement, tend to promote polarizing and sensationalist narratives, reducing space for moderate, informed debate. As a result, users are increasingly exposed to extreme opinions, worsening social fragmentation.
 

SOCIAL NETWORKS: CONFRONTATION ARENA OR SPACES FOR DIALOGUE?

 
Initially conceived as platforms for sharing ideas and fostering interaction, social networks have evolved into digital battlegrounds. A study by Universidade Nova de Lisboa, showed that interactions on social media during electoral periods—specifically during an analysis of polarization in Brazil’s elections— revealed a clear trend of affective polarization, where users displayed stronger emotional ties to candidates than to the issues being debated. This trend is also evident in Portugal, where online political debates often devolve into clashes between party supporters, leaving little room for constructive dialogue.

When examining topics like feminism, climate change, and immigration, it’s clear that social media debates in Portugal are dominated by extremism. Online discussions amplify radical viewpoints, drowning out moderate voices that could foster a more balanced understanding. According to Marktest’s report on digital media consumption in Portugal, polarizing content generates the highest engagement on social media, while more measured opinions garner less traction.
 

THE IMPACT OF POLARIZATION ON TRADITIONAL MEDIA

 
While social networks are a primary source of polarization, traditional media also face significant challenges. Reuters Institute notes that although Portugal enjoys one of the highest levels of trust in its media, journalists are struggling with increasing economic and structural pressures, which affect the quality of journalism. Faced with the need to attract more audiences in a saturated market, many media outlets amplify radical and controversial voices in a bid to generate clicks and views. This distorts public debate and erodes trust in responsible, moderate journalism.

Portugal’s low willingness to pay for digital news further complicates the situation. Only 11% of news consumers in the country pay for digital content, forcing media outlets to rely heavily on advertising and clickbait strategies, which often promote polarizing content.
 

THE ROLE OF COMPANIES AND ORGANIZATIONS IN PROMOTING DIALOGUE

 
If social networks and traditional media are amplifying polarization, the role of companies and organizations in fostering more constructive and inclusive dialogue becomes crucial. Associação GRACE, which I am proud to have co-founded, has long advocated that businesses have a social responsibility beyond profit generation and should be active agents in promoting social cohesion.

In this polarized landscape, organizations must create environments that foster empathy and dialogue, both internally and in their external communications. Businesses can play a pivotal role by leading communication campaigns that promote respect for diverse opinions and encourage more inclusive participation in public discourse. In this, creating spaces for active listening and constructive dialogue—whether on social media or in traditional media—is essential to mitigating polarization and rebuilding the public sphere as a place of engagement, not confrontation.

One example in Portugal is the “Empresas com Propósito” initiative, which encourages companies to incorporate socially responsible practices into their communication strategies, promoting open dialogue. Additionally, companies like EDP have developed sustainability campaigns to raise consumer awareness of cooperation rather than division. This approach can be replicated to combat polarization by promoting campaigns that encourage critical thinking and active listening.

Another relevant example is Sonae, which has promoted diversity and inclusion through its social and environmental responsibility practices, tackling issues that directly affect social polarization, such as combating discrimination and promoting equal opportunities. These companies demonstrate that it is possible to play an active role in reebuilding a healthier, more inclusive public space.
 

A CALL FOR CHANGE

 
Portugal stands at a crossroads where the impact of polarization, especially on social networks, threatens the foundations of democratic dialogue. However, rather than waiting for regulatory intervention or state action, the solution lies in collective action and concrete proposals to counter this fragmentation.

Building a healthy public space must begin with more responsible and ethical communication. The solution to polarization on social media cannot be reduced a mere call for empathy; it requires a multidimensional intervention. First, it is essential to strengthen media literacy, educating citizens to consume information critically. Second, digital platforms must take a more active role in moderating content, effectively combating misinformation, and promoting a diversity of opinions. Third, companies and organizations must lead by example, adopting campaigns that foster inclusion and respect for diverse viewpoints. These are crucial steps to preserving the democratic values that have long characterized Portuguese society and ensuring that the public sphere remains a place of engagement, not division.

As I always say, where there are people, there is life and hope. And it is that hope we must nurture every day, with every gesture, every word, and every interaction.