Public Opinion Leaders Designing in Modern Neo-Information Society
The article discusses the mechanisms of building public opinion leaders in modern neo-information society. A number of methods were applied: a study of the authors using the focus group method ‘Bloggers=influencers?’ (n=10); secondary analysis of the sociological research of the ZIRCON research group in a personal interview “The image of a journalist in the mass consciousness of Russians” (n=1604); a framework analysis of the construction of hype as a social phenomenon in media discourse; authors’ research using the case study method “The phenomenon of Diana Shurygina.” Chronological scope of the study: 2017-2019. It is concluded that the strengthening of the actors of the blogging institution in the media was made possible as a result of a “crisis of confidence” in “traditional” media, in particular television, with a politicized media agenda leading to the acquisition of a propaganda vector, defining thereby the trend of piarisation the media. Being the influencers (mainly for the younger generation, which is exceptionally loyal), bloggers affect the building of a system of norms, values and attitudes of their audience. At the same time, the functioning of bloggers as leaders of public opinion contributes to the inspiration of marketing strategies: the sale of various goods and services through local advertising and product placement, the so-called influential marketing. In addition, by creating social phenomena such as hype, bloggers become drivers of hyponomics (or the economy of hype).
Keywords: leader of public opinion, influencing, media, blogging, hype, hyponomics
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