لـِل والأخبـار الزائفـة؛ �ََ الإعلاميـة وإمكانيـة التلاعـب بالـرأي العـام عبـر المحتـوى الم ُُض ممـا يُُهـد ِِّد الوعـي السياسـي وسلامـة العمليـة الديمقراطيـة. تحليـل الشـبكات الاجتماعيـة، الـذكاء الاصطناعـي، الاتجاهـات كلمـات مفتاحيـة: الاجتماعيـة، البيئـة الرقميـة، الرصـد السـلوكي الرقمـي. Abstract: This study explores how the integration of social network analysis and artificial intelligence (AI) technologies contributes to forming a new understanding of social interactions via social media. It also examines whether this analysis deepens knowledge of social dynamics or enhances tools for monitoring and controlling users’ orientations and behaviours in the digital realm. These analytical capabilities raise questions about the relationship between their technical tools and the exercise of social, ideological and political control— particularly the challenges related to privacy and ethics. Does this lead to undermining the boundaries of the digital sphere and transforming tools of analysis and understanding into mechanisms of surveillance and power instead of means to promote collective awareness and empower free social action? To answer these questions, the study adopts a descriptive-analytical methodology through a critical and in-depth review of the literature on social network analysis and AI technologies. It focuses on analysing the social, political and ethical dimensions of using these technologies to understand and monitor behavioural trends on social media platforms. The study concludes that social network analysis and AI technologies represent powerful tools for understanding complex social dynamics. They uncover various interaction patterns and offer in-depth analyses of emotions and behaviours, supporting data-driven decision-making. However, the study emphasises the need for a critical balance between utilising this data and protecting individual privacy. It also highlights potential biases in AI models and their impact on the accuracy of analyses. Furthermore, it reveals the serious risks associated with automated analysis in shaping media agendas and the potential manipulation of public opinion through misleading content and fake news, threatening political awareness and the integrity of the democratic process. Keywords: Social Network Analysis, Artificial Intelligence, Social Trends, Digital Environment, Digital Behavioural Monitoring.
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