The impact and credibility of opinion makers and influencers on public opinion in Kosova

Session

Journalism, Media and Communication

Description

This paper aims to examine the impact of political analysts but also of digital influencers in shaping public opinion in Kosovo. For some time, and especially in the last decade, we have been experiencing a broad opening of the public media space, which has been aided by the growth of television and the developments of social networks, turning into strong arenas of carrying and clashing of debuting energy. The relatively large number of nightly debates on television is giving a wide field to commentators as voices that inform, comment, and analyze almost all issues and events. But how much they are influencing the way citizens understand political and social reality is a dilemma that, among other things, the paper aims to answer. The research of the topic reveals how these actors help in building public narratives, in determining the issues that gain attention, and in orienting political debate. The study is supported by literature, field research, but also concrete examples from television and digital platforms of commentators. The topic also includes the issue of credibility and the way in which direct interaction with the public influences their authority. The results give us a twosided overview of the impact of commentators: they can enrich public debate and increase transparency, but they can also contribute to polarization and the spread of disinformation.

Keywords:

The impact, credibility; opinion makers; public opinion; Kosova

ISBN

978-9951-982-41-2

Location

UBT Lipjan, Kosovo

Start Date

25-10-2025 9:00 AM

End Date

26-10-2025 6:00 PM

DOI

10.33107/ubt-ic.2025.234

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Oct 25th, 9:00 AM Oct 26th, 6:00 PM

The impact and credibility of opinion makers and influencers on public opinion in Kosova

UBT Lipjan, Kosovo

This paper aims to examine the impact of political analysts but also of digital influencers in shaping public opinion in Kosovo. For some time, and especially in the last decade, we have been experiencing a broad opening of the public media space, which has been aided by the growth of television and the developments of social networks, turning into strong arenas of carrying and clashing of debuting energy. The relatively large number of nightly debates on television is giving a wide field to commentators as voices that inform, comment, and analyze almost all issues and events. But how much they are influencing the way citizens understand political and social reality is a dilemma that, among other things, the paper aims to answer. The research of the topic reveals how these actors help in building public narratives, in determining the issues that gain attention, and in orienting political debate. The study is supported by literature, field research, but also concrete examples from television and digital platforms of commentators. The topic also includes the issue of credibility and the way in which direct interaction with the public influences their authority. The results give us a twosided overview of the impact of commentators: they can enrich public debate and increase transparency, but they can also contribute to polarization and the spread of disinformation.