Impact of Social Media Influencers on Public Policy and Political Discourse

Authors

Iuliia Shmalenko^{1, *,} , Natalia Yeftieni^2, , Inna Semenets-Orlova^3,

¹National University «Odesa Law Academy», Odesa, Ukraine

²National University «Odesa Maritime Academy», Odesa, Ukraine

³A.S. Makarenko Sumy State Pedagogical University, Sumy, Ukraine

^*jshmalenko@gmail.com

DOI

10.2991/assehr.k.211218.015How to use a DOI?

Keywords

social networks; public opinion; opinion leader; social media influencers; phenomenon of leadership; political discourse; public policy

Abstract

The paper focuses on the study of the impact of social media influencers on social networks on the formation of the political agenda. The main problems and tendencies of using the potential of social networks for the formation of public opinion are identified. It is emphasized that an active public and civic position creates favorable conditions for the formation of leadership qualities of modern thought influencers, skills of effective interaction with a polarized audience. It is emphasized that the virtual space creates opportunities for publicizing one’s position, agreeing and uniting around common opinions, increases opportunities for involving people in various activities and events, participating in discussions on topical social issues. Attention is drawn to the fact that, in the conditions of active development and dissemination of social networks, the role of traditional mass media is decreasing, which has led to the emergence of hybrid media systems. The perception of messages of social media influencers of social networks is analyzed. It is emphasized that with the expansion of the audience of social media users, social media influencers have more opportunities to introduce, strengthen and support topics that dominate political discourse, thus influencing the citizens’ actions, political discourse of politicians and public, political decision-making.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - Iuliia Shmalenko
AU  - Natalia Yeftieni
AU  - Inna Semenets-Orlova
PY  - 2021
DA  - 2021/12/18
TI  - Impact of Social Media Influencers on Public Policy and Political Discourse
BT  - Proceedings of the International Conference on Social Science, Psychology and Legal Regulation (SPL 2021)
PB  - Atlantis Press
SP  - 88
EP  - 93
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211218.015
DO  - 10.2991/assehr.k.211218.015
ID  - Shmalenko2021
ER  -