O paradoksach hejtu. Przemiany wizerunkowe w polskiej infl uenzie pod wpływem internetowej dramy
On the Paradoxes of Hate Image Transformations in Polish Infl uencer Culture under the Impact of Internet Drama

Summary/Abstract: Internet mass culture has always been, and continues to be, based on YouTube. Over time, it has been enriched by social media platforms, particularly Instagram and TikTok, which perfectly align with the trend of image-based culture. Hate–not only online–is a widespread phenomenon and often has tragic consequences. As a result of observing the transformation of seemingly pristine images created online (images which turned out to be distorted and inconsistent with the values presented in the media) the aim of this article is to examine the impact of hateand online confl icts on the image of Polish infl uencers, and to highlight the changes taking place in this regard.Additionally, using the diagnostic survey method, the study explores the attitudes of individuals aged 18–26 towards both internet dramas themselves and the image shifts of infl uencers resulting from media-driven hate. The conclusions drawn are connected to the article’s cognitive value, as they demonstrate how rapidly and extensively the infl uencer environment now expands and how the lack of control over this phenomenon can lead to serious social consequences, including addiction to hating.

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