THE “PARAREALITY” OF A “PARALLEL BRAZIL”: COULD THIS COMMUNICATION AGENCY BE A THINK TANK?

Abstract

This article analyzes the activities of the company Brasil Paralelo as an expression of Brazil’s new digital far right, discussing its configuration as a hybrid think tank that combines strategies of communication, market logics, and ideology. Using an empirical-documentary approach, it examines documentaries, texts, and audiovisual materials produced between 2019 and 2024, focusing on their discursive strategies and presence on digital platforms. The study draws on theoretical frameworks concerning the attention economy, disinformation production, and circulation of conservative ideas, engaging both Brazilian and international scholarship. Findings indicate that Brasil Paralelo functions as a producer of political meaning by reframing historical and moral narratives through a cinematic aesthetic that legitimizes far-right ideology. The paper concludes that the company acts as a symbolic mediator between the digital market and the political sphere, transforming engagement into authority and audience into ideological capital. The case exemplifies the transition from traditional intellectual influence to audiovisual and market-oriented forms of truth production, characteristic of contemporary platform capitalism.

DOI: https://doi.org/10.56238/sevened2025.036-118