Influencers and content creators on social media have gained a prominent role in today’s information environment as opinion makers and agenda setters. They are no longer solely relevant in the communication and marketing strategies of companies but are also gaining importance in the political information ecosystem. As such, influencers and content creators share or post political content, make recommendations for whom to vote, or even act on behalf of political parties.
Their role in sharing information is becoming even more important as more and more people, and especially younger cohorts, consume information and news (almost) exclusively through social media platforms. In their respective information ecosystems, influencers enjoy high credibility among their followers. In addition, influencers have infiltrated the ranks of traditional media makers, while traditional media have been weakened and journalists are at times restricted in their work.
At the same time, the spread of intentionally false or misleading information – disinformation – poses an increasingly serious threat to free and democratic societies. As several countries struggle with internal conflicts and democratic backsliding, threats to a fact-based information ecosystem can spread exponentially and challenge social cohesion and democratic discourse. This holds even more true in times of conflict and war. Especially Central and Eastern European countries, among others, have already become prominent arenas for a contested online space and strategic information operations.
Since social media influencers can consciously or subconsciously reinforce disinformation campaigns, they bear a special responsibility as public opinion leaders in countering disinformation. They can make an essential contribution to the gathering of knowledge and the development of better regulation for a healthy information environment. In other words, they can act apprehensive of their ethical and political responsibility and influence, spread awareness about information manipulation and thereby contribute to societal resilience in democracies. Fighting disinformation calls for cross-actor cooperation that also includes influencers, as the Aspen Germany’s predecessor project “Engaging German Influencers Initiative” has shown.
Against this backdrop, Aspen Germany is launching the project “Disinformation and the Role of Social Media Influencers in Times of Crises, Conflicts, and Wars”. It brings together social media influencers and content creators from Germany as well as Central and Eastern Europe with other actors to discuss their role in democratic societies in times of conflict. Over the course of one year, a select international group of influencers will exchange lessons-learned, meet with academics, experts, and decision-makers, and discuss mechanisms of disinformation and their dissemination via social media, and how to counter them. Through digital workshops and face-to-face meetings, the project aims to foster the development of a sustainable network of European social media influencers, while ensuring that the participants are independent in forming their individual opinion and perception. The goal is to strengthen media literacy and resilience in the countries of the region, as well as cross-border cooperation.
The results will be published in writing as policy recommendations.
The project is funded by the German Federal Foreign Office. We thank the Aspen Institute Central Europe, the Aspen Institute Kyiv, and the Aspen Institute Romania for their support.
Call for Participation (closed)
The Aspen Institute Germany invites social media influencers and content creators to apply for participating in this project. Through two in-person trips to Berlin and Prague in 2023, as well as two digital workshops, participants will have the opportunity to reflect on their responsibilities, learn from each other, and discuss how to deal with disinformation.
The application portal is closed. The participants will be informed.
