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The present paper aims to understand the manifestation of rumors in the era of social media, from the second half of the 2000s onwards. Rumor is perceived as an ancient phenomenon, which goes beyond available contexts and means. However, its permanence in an environment in which access to information and the consequent possibility of investigation is supposed to be considered one of the great merits of the Internet, seems paradoxical. In this sense, we seek an understanding of the notion of rumor and its main forms of dissemination in the modern setting through an analysis of the Guarujá case, which has been studied using the concepts of the sociology of the imaginary.