Russian Federation
Russian Federation
In the context of societal digital transformation, opinion leaders are increasingly perceived as key participants in informational and social interaction. This article explores the new roles of opinion leaders in the digital age, their influence on the formation of public opinion, and the transformation of trust structures. The author puts forward a hypothesis that opinion leaders are becoming full-fledged subjects of influence, capable not only of disseminating information but also of shaping agendas, modeling behavior, and contributing to the construction of social norms. The study employs methods such as content analysis, audience response analysis, expert interviews, and a comparative approach. The theoretical framework draws on concepts of social capital, the public sphere, and filter bubbles. The findings demonstrate that the role of opinion leaders extends beyond media and marketing, touching upon issues of civic engagement, cultural identity, and information security.
opinion leader, digital era, public opinion, social influence, trust, algorithms, digital media, credibility
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