Abstract
Social networks are configured, every day more, as a field of dispute, where power runs in a way never seen before in the development of humanity. Algorithms and bots constitute the new soldiers of a cultural war that maneuvers in the senses of users through the activation of emotions in messages aimed at audiences that have been nano-segmented. Understanding how the construction of virtual reality operates and how they want it to become a reality in physical space represents an urgency for the sociological sciences. Faced with such a complex and palpable phenomenon, the challenge remains to encourage a different type of participation from these platforms so that emancipating communities are erected, spaces of resistance to hegemonic oppression.
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