The media has always been an education field. With the development of technologies and the increase in the number of new platforms the educational communication becomes more personalized, the quantity of information increases and the number of possible choices expands. The educational role of the media is taken over by opinion leaders, individuals with a certain authority, insight and ability to influence others. They are defined by professionalism and/or their position in the social network. Social media can be seen as an ideal place to influence others: users can reach the entire network by updating a public status or sending personal messages as a form of private communication. One-way communication on platforms such as web blogs is being transformed into two-way communication on social media, and the possibility of discussion and the creation of virtual communities is opening up. Instagram, where authors usually reach a larger number of followers allows content recipients to become (co)creators, and the visual nature of Instagram creates a pleasant, informal learning environment. The concept of opinion leaders is being redefined in the social media sphere and their role is being taken over by digital influencers. The key qualities for their success are authenticity and a relationship with followers.
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