مؤثرو مواقع التواصل الاجتماعي : الفاعلون الجدد في قيادة الرأي العام : قراءة حول التغير في المفاهيم و الأدوار

Abstract EN

The problem of this study revolved around the growing role of influencers in society, and what enabled them to take the forefront of important issues and lead them.

Thus, this scientific paper sought to examine the changing concepts and roles of public opinion leaders, through social media influencers.

This study derived its importance from the great interest in the role played by the new media in deliberating and discussing public affairs issues and influencing the opinion industry.

This topic is almost the most prominent problem today in media and communication researches.

So, we decided to conduct a study about it, through which we aim to know how the concepts and roles of public opinion leaders in society have shifted with the escalation of the phenomenon of influencers on social media platforms.

Through this paper, we found that social media has become a key actor in influencing public opinion through influencers, and contributed to increasing polarization in it after traditional methods were merely exercising the role of control in guiding public opinion.