Public Opinion Leaders Designing in Modern Neo-Information Society

Aleksandr Yefanov; Vitaly Tomin

Article Details

Public Opinion Leaders Designing in Modern Neo-Information Society

Authors:

Aleksandr Yefanov | Vitaly Tomin

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.4 Issue 2, pp.299-311

Document Type:

Article

Publication Date:

1/2020

Document Language:

English

Document ID (Org No.):

2001518082

pISSN:

2518-668X

Keywords:

Abstract:

 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).

Article Details

Public Opinion Leaders Designing in Modern Neo-Information Society

Authors:

Aleksandr Yefanov | Vitaly Tomin

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.4 Issue 2, pp.299-311

Document Type:

Article

Publication Date:

1/2020

Document Language:

English

Document ID (Org No.):

2001518082

pISSN:

2518-668X

leader of public opinion

influencing

media

blogging

hype

hyponomics

Issues

Article Details

Public Opinion Leaders Designing in Modern Neo-Information Society

Authors: Aleksandr Yefanov | Vitaly Tomin

Publisher: KnE Social Sciences

Journal: KnE Social Sciences Vol.4 Issue 2, pp.299-311

Document Type: Article

Publication Date: 1/2020

Document Language: English

Document ID (Org No.): 2001518082

pISSN: 2518-668X

leader of public opinion

influencing

media

blogging

hype

hyponomics

Issues

Authors:

Aleksandr Yefanov | Vitaly Tomin

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.4 Issue 2, pp.299-311

Document Type:

Article

Publication Date:

1/2020

Document Language:

English

Document ID (Org No.):

2001518082

pISSN:

2518-668X