WHEN THE UNIFORM FACES THE FEED: THE IMAGE OF PARANÁ’S MILITARY POLICE UNDER THE IMPACT OF SOCIAL MEDIA AND DISINFORMATION

Abstract

Social media has become a central tool in shaping contemporary public opinion, directly influencing how society perceives public institutions such as the Paraná Military Police (PMPR). This article investigates the impact of digital platforms on the construction of PMPR’s image, considering both the challenges and opportunities brought by this new communicational context. Given the speed and reach of online content, police actions—whether positive or negative—quickly surpass the physical space of events and become the subject of collective judgment, often based on decontextualized audiovisual fragments. The study analyzes real-life cases that gained wide repercussion on social media, showing how the image of the corporation can be strengthened by acts of solidarity and community engagement, but also weakened by controversial situations, misinterpretations, or excessive use of force. Furthermore, the role of the press and digital influencers in amplifying these narratives is highlighted. The article also emphasizes the importance of PMPR’s official presence on social networks, both in combating misinformation and fake news, and in promoting institutional actions that reinforce transparency, citizenship, and connection with the community. Finally, it addresses the challenges of institutional communication in times of constant exposure, such as crisis management, agent training, and balancing individual behavior with corporate responsibility. It concludes that, when used strategically, social media can serve as a powerful tool to strengthen PMPR’s relationship with society and enhance its institutional legitimacy.