The effect of palestinian social media influencers on the public opinion in the Middle East
- Autores: Harb Wafa' Atieh Mohammad
- Directores de la Tesis: José Sixto García (dir. tes.)
- Lectura: En la Universidade de Santiago de Compostela ( España ) en 2024
- Idioma: inglés
- Tribunal Calificador de la Tesis: Daniel Catalán Matamoros (presid.), Marta Rodríguez Castro (secret.), María Bella Palomo Torres (voc.)
- Programa de doctorado: Programa de Doctorado en Comunicación e Información Contemporánea por la Universidad de Santiago de Compostela
- Materias:
- Enlaces
- Tesis en acceso abierto en: MINERVA
- Resumen
In the digital age, social media influencers have emerged as significant agents of change, shaping public opinion and societal norms. This doctoral research investigates the role of Palestinian social media influencers in the Middle East, focusing on their strategies, impact, and the theoretical frameworks explaining their influence. The primary objective is to explore how these influencers shape public opinion. Secondary objectives include determining their impact extent, identifying tools and methods used, understanding their interaction with followers, examining social media regulations, and distinguishing between personal expression and the intentional shaping of public opinion. The research is grounded in three key theories: Technology Acceptance Model 3 (TAM 3), Gratifications Theory, and Goffman's Theory, each providing a framework for understanding influencer dynamics. The main research question seeks to identify how social media influencers affect public opinion in the Middle East. The study employs a combination of qualitative and quantitative methods, including Qualitative Content Analysis (QCA) to analyze social media insights from influencers, Quantitative Content Analysis for in-depth interviews with 12 Palestinian influencers to gather firsthand perspectives. The sample includes diverse Palestinian influencers selected based on specific criteria, ensuring robust representation. The findings illuminate the multifaceted role of influencers in shaping public opinion. Influencers use engaging content, emotional appeal, personal charisma, and societal responsibility to connect with their audiences. They navigate challenges, including personal, financial, and psychological impacts due to social media regulations, adapting their strategies by reducing content frequency, avoiding sensitive topics, and managing psychological exhaustion. The influence of social media influencers varies significantly, with follower counts ranging from thousands to millions. Engagement metrics such as likes, comments, and shares indicate varying levels of audience interaction and receptivity. Influencers face significant control over their content due to social media regulations, leading to strategic adaptations to maintain their presence and influence. Influencers play a pivotal role in shaping public opinion on socio-political issues, particularly in conflict-ridden areas like Palestine. The interaction between influencers and followers is complex, influenced by contextual factors, audience dependency, and the subjective nature of impact. The demographics of influencer audiences reveal patterns in age, location, and gender distribution, providing valuable insights for tailoring content. Political content is prevalent among influencers, highlighting their significant role in shaping public discourse.The research concludes that Palestinian social media influencers have a substantial impact on public discourse in the Middle East. They strategically create and engage with content to influence their audiences despite numerous challenges. The study highlights their role in shaping public discourse through strategic content creation and audience engagement. The findings validate the hypotheses rooted in TAM 3, Gratifications Theory, and Goffman's Theory, providing a nuanced understanding of technological adoption, psychological motivations, and self-presentation strategies of influencers. The research acknowledges limitations, including the Gaza war in October 2023, which disrupted social media discourse and hindered the research process. Challenges in contacting influencers, obtaining comprehensive insights, and the presence of influencers in Israeli prisons also limited the sample size and diversity of participants. Recommendations include a comprehensive assessment of social media regulations, support programs for influencers facing legal or psychological challenges, educational initiatives for ethical content creation, and collaboration between influencers and regulatory bodies. Further research could explore psychological mechanisms underlying influencer impact, comparative studies across social media platforms, long-term effects on public opinion, and the role of influencers in crisis situations. Addressing these areas would build upon existing knowledge and unravel the intricate relationship between social media influencers and public opinion in the Middle East.Addressing these areas would build upon existing knowledge and unravel the intricate relationship between social media influencers and public opinion in the Middle East.Addressing these areas would build upon existing knowledge and unravel the intricate relationship between social media influencers and public opinion in the Middle East.
