The development paradigm is approached in this thesis, from shared narratives and worldviews,
as a contribution to its overcoming. The change of the chaotic state, in which the dominant
narrative has led humanity, is glimpsed by the conviction that the power of social media can be
directed to the conscious choice of a new narrative, capable of enabling the creation of a future
compatible with the true nature of humanity. So, in a scientific effort to elucidate the bias of a
new world of ideas and perceptions, this research seeks to know how the adoption and
management of digital social media, by the public administrations of the contributes to the
change or maintenance of the contemporary paradigm of development, based on the Sacred
Narrative of Capital and Markets. For this, exploratory and descriptive research was carried out,
of mixed method, concomitantly with standardized techniques of bibliographic survey, with
systematic observation and with questionnaires and interviews, having, as locus of research, the
144 prefectures of the state of Pará. The results showed that digital social media are adopted by
95.8% of public administrations surveyed and that, as well as the worldviews of their decision makers, the use of these contributes to the conservation of the contemporary paradigm of
development, aligned with the narrative of Capital and Markets. We conclude, however, that it
is possible to use digital social media to promote paradigmatic changes, towards the so-called
Narrative of Sacred Life and the Living Land and thus reinterpret the concept of development
from the perspective of "one" concept for "one" territory as a result of a deliberate, balanced
and conscious decision of the local people.
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