The DMSO – Digital Media and Society Observatory (Observatório de Mídias Digitais e Sociedade, in Portuguese) is a research group at the Federal University of São Paulo (Unifesp) - Campus São José dos Campos formed by researchers and students with a background at the intersection of technology, media, and communications. The Observatory was born with the mission of helping to create knowledge and strategies necessary for a more ethical and inclusive society, combating its destructive use. With this aim of promoting discussion at the intersection of information technology, communication, and the public, our group relies on computational methods and theories to analyze today's society and culture as a way to create knowledge and strategies necessary to mitigate the influence on the public discourse. Our team also helps companies and people better understand what users discuss about their brands on the internet.