Public Opinion Leaders Designing in Modern Neo-Information Society

Vitaly Tomin,Aleksandr Yefanov

doi:10.18502/kss.v4i2.6348

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). Keywords: leader of public opinion, influencing, media, blogging, hype, hyponomics

Highlights

IntroductionSelection and Peer-review under the responsibility of the 4th СTPE 2019 Conference Committee
Selection and Peer-review under the responsibility of the 4th СTPE 2019 Conference Committee.In a modern neo-information society, characterized by the dominance of information and communication processes through Internet technologies, the formation of a unique group of leaders of public opinion is observed
It is necessary to point out a marketing approach in order to justify bloggers as leaders of public opinion, indicating the influence of these actors on the sale of certain goods and services through local advertising and product placement

Summary

Introduction

Selection and Peer-review under the responsibility of the 4th СTPE 2019 Conference Committee. In a modern neo-information society, characterized by the dominance of information and communication processes through Internet technologies, the formation of a unique group of leaders of public opinion is observed. According to her, ``the most educated and critically thinking part of the television audience - opinion leaders - who do not want to give up their cultural and informational habits, have the opportunity to leave television space, compensating for the shortage of non-commercial media products by actively exploring the Internet. How to cite this article: Aleksandr Yefanov and Vitaly Tomin, (2020), ``Public Opinion Leaders Designing in Modern Neo-Information Society''. In Fourth International Scientific Conference Communication Trends in the Post-literacy Era: Multilingualism, Multimodality, Multiculturalism, KnE Page 299.

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Results

Conclusion