المؤثرون الاجتماعيون : قادة الرأي، اللاعبون الجدد في البيئة الرقمية الجديدة : مساءلة مفاهيمية تحليلية في ضوء نظريتي "لازار سفيلد" و "إيفرت روجرز"

Abstract EN

With the spread of social media, people increasingly use it and all of its services, taking advantage of the interactive feature and the pattern of virtual social relations.

With the emergence of a category called social influencers, standards have changed and standards have changed, whether in relation to traditional media or even to the content of the media material, and once players appeared on the scene Digital content creators and creators until their big impacts are starting to become evident.

The new digital environment has opened a wide field for social influencers.

On the political level, we find them opinion leaders who lead individuals and organizations, in the field of marketing they are agents and advertisers, and in the media they are at the fore in the news and the entertainment content industry and others.

And they compete with the media in covering major events, in marketing and advertising, and from a moral point of view, the credibility of the published content and its relevance with the values of society must be investigated.