THE ROLE OF SOCIAL MEDIA IN SHAPING PUBLIC OPINION: EXAMPLES FROM UKRAINE

Abstract

The theses explore the key role of social media in shaping public opinion in Ukraine, which has gained particular significance in the context of the modern information society. Social networks have become the main tool not only for news dissemination but also for mobilizing citizens to actively participate in socio-political life. The analysis focuses on how social platforms — particularly Facebook, Instagram, TikTok, and X (formerly Twitter) — have served as instruments of communication, mobilization, and informational influence during major socio-political events in Ukraine, including the Revolution of Dignity, election campaigns, and the full-scale war. The author examines how algorithms, disinformation, bloggers, and opinion leaders influence the perception of socially important issues, and also outlines the risks and potential of social media in democratic processes. The study emphasizes the importance of critical thinking and media literacy among citizens in the context of information warfare.