Media społecznościowe jako narzędzie wywierania wpływu
Social Media as a Tool of Influence

Summary/Abstract: The emergence of new media like also a globalization processes lead to the significant changes in the balance of power and distribution of information. The visual culture domination and putting the facts under opinions create a space for subjective arbiters of reality. Social media are becoming more and more attractive by being a ground of many world-view conflicts. The de-professionalization and a loss of public trust in the journalist profession entails in innumerable consequences. Large media concerns lost their monopoly in the process of message distribution to bloggers, influencers and YouTubers. It is the social media that reflects the public mood. It is the social media that influences the mass audience. The ones who are fully aware of this fact are content creators who constantly acquire several skills necessary to control others for their own benefit.

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