Разделяй и владей: войната на БГ инфлуенсърите в ерата на COVID-19
Divide and Conquer: The War of BG Influencers in the COVID-19 Era

Author(s): Lora Simeonova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: influencers; COVID-19; social networks; polarization; multi-step flow theory; hybrid war
Summary/Abstract: The article identifies and suggests a typology of the most eminent speakers on the Coronavirus topic on the Bulgarian “Facebook”. The research shows that the infodemic mobilizes and radicalizes all types of influencers and their audiences. A new breed of opinion leaders emerges – especially in the field of medicine, which rapidly monetizes their social capital and evolves in the hierarchy of influencers. The “divide and conquer” strategy turns out to be beneficial for the opinion makers but the price of their acceleration is paid by the public.

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