Инфлюенсер как особый тип лидера общественного мнения

Вестник Российского университета дружбы народов. Серия: Литературоведение, журналистика. 2022. Т. 27. № 4. С. 767–774.

Yefanov A.

In the presented article, an attempt is made to revise the conceptual apparatus of modern communicology – to differentiate the concepts of a public opinion leader and an influencer. A polyparadigm approach is used using a set of methods: historical genetic analysis; structural analysis; sociocultural modeling. Based on the results of the study, proposes the author's definition of the concept of influencer as a special type of public opinion leader – an independent medium – due to the presence of a direct communication channel and the use of new positioning tactics (integration of private and public levels) spreading its direct influence in the field of the Internet (mainly in social media) to the target audience, promoting certain ideas (ideological, consumer, etc.), which ultimately affect the system of norms, values ​​and attitudes of recipients. The limitations of the study are indicated and a perspective associated with the need for further substantiation of this media communication phenomenon is built. The expediency of addressing from academic positions to the concept of influencer is explained – its discrete inclusion in the interdisciplinary scientific discourse.

Keywords: медиапространство, коммуникология, медиаиндустрия, media space, communicology, media industry, influencer, public opinion leader, инфлюенсер, лидер общественного мнения