The objective of this master s thesis is to analyze the impact of social media on journalism. We perceived the process of transforming network journalism into platform journalism, with the transposition of the news to the operating system of the platforms that, in turn, appropriate, disaggregate and redistribute the news in a personalized way for users through the use of algorithms. Still unable to find a financial solution to insert themselves in this new media ecosystem, newspapers adapt to the domain of digital platforms, assuming a position summarized by the president of the National Association of Newspapers, Marcelo Rech, as Too Big to Boycott. The expression was so representative of what we observed that we chose it as the title of this work. We present the different challenges undergone by journalistic organizations, in their different layers. Society, impacted by new technologies, goes through structural changes and journalism, as a social institution, follows suit. The empirical object was the newspaper O Globo. We took a journey through the digitalization process of the newspaper from the website s debut in 1996 until 2019. Focusing on social media, we made a participant observation of the productive routines in the newsroom. We made use of the techniques of qualitative and quantitative research to survey and analyze the news criteria used by journalists in the selection of news for Facebook and Instagram. We explored both the intrinsic elements - the news values - and the extrinsic values to those that were present in the selection process.