Социално въздействие чрез създаване на съдържание в дигиталните платформи
Social Impact through Content Creation on Digital Platforms

Author(s): Maria Markova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: content creation; digital platforms; social impact; social networks
Summary/Abstract: In the era of digitalization and global communication, social networks have established themselves as some of the most powerful tools for social interaction, cultural formation, and political mobilization. From platforms such as Facebook and Instagram to the rapidly expanding ecosystems of TikTok and YouTube, the content created and shared on social networks shapes new social structures and behavioral patterns. Despite the enthusiasm surrounding the democratic nature of online communication, a growing body of research points to concerning trends in the social impact of digital content. This report critically examines how content creation on social networks generates social inÀuence, analyzed through the lenses of cultural theory, social psychology, and digital humanities. Vangelov notes: “An e൵ective presence on social networks is important for any organization that values its social image and, above all, its connection with its users.”¹ The author of this report argues that social networks do not merely reÀect society, but actively transform it—they shape new models of communication, identity, and inÀuence. While the digital environment promises accessibility and freedom of expression, it often also produces new risks—from cultural homogenization to algorithmic manipulation and psychosocial stress. Therefore, it is crucial to approach social networks not as a neutral space, but as a cultural and political infrastructure, whose influence, driven by content creation, must be analyzed critically, responsibly, and interdisciplinarily.

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