The Role of Independent Bloggers and Influencers in Shaping Public Opinion on Socially Significant Issues

The article examines the role of independent bloggers and influencers in shaping public opinion on socially significant issues within the ecosystem of TikTok, YouTube, Telegram, and Instagram. The study's relevance stems from the shift in news consumption toward social platforms and the growing influence of personal channels among youth audiences. The scientific novelty lies in the analytical integration of interdisciplinary findings regarding parasocial relationships, algorithmic distribution, and civic popularization into a unified "influencer bridge" model. The work describes mechanisms of influence, examines effects on information and civic literacy, and proposes operational protocols for independent news authors. Particular attention is given to the risks of disinformation and to methods for minimizing them through methodological transparency and a cross-platform editorial architecture. The study aims to demonstrate how independent channels with high reach and engagement can increase public awareness and encourage responsible citizen participation. Comparative and content-analytical approaches were applied to achieve this goal. The conclusion presents a practical matrix of solutions and their limitations in terms of transferability. The article will be helpful for digital media researchers, SMM practitioners/editors, and content creators.