The rise in the popularity of social networks, especially Facebook, Twitter, and Instagram, in addition to already well-known celebrities, has enabled the emergence of online influencers, who represent a new global phenomenon and new role models for young people. Many influencers share a large part of their lives with the public, which places them at the center of attention and makes them a subject of media coverage. Such an environment, along with the characteristics of social networks that stem from their inherent interactivity and the social connection of individuals into communities, has facilitated the emergence and growth of a new phenomenon—the influencer in the digital world.In this context, the use of influential content as journalistic sources brings forth challenges and opportunities regarding the use of influencer profiles as sources of information. Reflections also relate to the use of influencer content as a journalistic source, raising questions of transparency, accuracy, and fairness. Potential advantages of using influential content are being explored, such as access to specific target groups and insights into first-hand experiences and perspectives. The subject of this paper is the relationship between social media influencers and journalism. The study examines whether the content created by influencers on social networks is becoming a source of journalistic reporting, what kind of content this is, who constitutes the audience of such media content, and whether influencers are developing strategies to attract media attention.
|
