Resumo

GARRIT, Marcio. On the digital masses: algorithm, illusion and leadership. Estud. psicanal. [online]. 2024, n.62, pp.119-136.  Epub 07-Nov-2025. ISSN 0100-3437.  https://doi.org/10.5935/2175-3482.n62a10.

This article proposes a connection between Freudian psychoanalysis, artificial intelligence (AI), and the new configurations of digital masses, examining the role of algorithms as agents of subjective manipulation and organizers of a new form of leadership: the cyberleader. Initially, the article explores the technical functioning of AI, highlighting its capabilities for personalization and reinforcing biases, revealing how these mechanisms fuel the formation of illusions in the subject and reorganize social bonds in the digital environment. These dynamics operate as contemporary forms of subjection and lead to regressive processes that interfere with the constitution of the self, establishing collective formations marked by identification and the fantasy of omnipotence. Digital leadership, mediated by algorithms, replaces the classic figure of the leader, operating in an invisible and technically orchestrated manner. The Freudian notion of illusion allows us to understand how these technosocial mechanisms instill beliefs, reinforce idealizations, and structure digital collectives based on fantasies of completeness, sustaining new forms of the ego ideal, now machine-driven. The article argues that the psychoanalytic framework remains crucial for analyzing the subjective effects of hyperconnectivity and the algorithmization of desire.

Palavras-chave : algorithm; digital illusion; artificial intelligence; algorithmic leadership; digital masses.

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