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This study investigates the social impact of search engine optimization (SEO), AI and news monitoring, conceptualizing these technologies as a ‘triad’ that exerts significant influence on agenda-setting, ethical standards and the neutrality of algorithmic platforms. This technological convergence challenges the normative foundations of journalism, introducing constraints on editorial autonomy, informational diversity and the configuration of public discourse. To explore this phenomenon, a mixed-method research design was employed, integrating structured and semi-structured interviews with professionals from leading Brazilian and Spanish newsrooms. Data were analysed using ATLAS.ti for qualitative and a Likert scale for quantitative, enabling a comprehensive mapping of perceptions regarding digital visibility, editorial practices and ethical principles. Findings reveal that online visibility has become a decisive factor in news production, generating a feedback loop between audience metrics and agenda-setting. To mitigate risks such as informational homogenization and algorithmically induced filter bubbles, the study underscores the necessity of frameworks and transparency mechanisms that reconcile technological innovation with social responsibility, thereby safeguarding plurality and integrity within the digital information ecosystem.
Bastos et al. (Wed,) studied this question.