SOCIAL MEDIA AND MOBILIZATION: THE LOGICS OF THE SOCIAL THOUGHT

This paper deals with the relationship between content in a social media and the formation of social thought in such a virtual environment. Based on the communication analysis of three events in recent history, namely, the rejection of the peace agreement with the FARC (Revolutionary Armed Forces of Colombia) in Colombia, the Brexit or withdrawal of the United Kingdom from the European Union and the occupation of Rio de Janeiro schools by the students in 2016, the article associates the construction of Internet multiple narratives to the principles of stability and variability that shape the architecture of social thought. Finally, it focuses on the depiction of the conditions of production of that kind of thinking (spontaneous formalism, causal dualism, primacy of conclusion and construction of analogy) aimed at understanding the coherence of its logics by means of illustrative examples.