Abstract:

The article analyzes digital opinion leaders' phenomenon, which is especially important for generation Z, whose integral part of their living space is the Internet and social networks. The study's primary purpose was to examine the messages of digital opinion leaders related to education and young people's commitment to these messages. The differences between opinion leaders online and offline were considered. A survey of 1185 young people aged 11-19 years, divided into several age groups (11-14, 15-17, 17-19 years), was carried out. Research methods: online survey, content analysis of messages, broadcasts of opinion leaders, PVQ-RR, 'Career Anchors' (Schein). Influencers who are popular among young people of different age groups were identified. Two groups of influencers were classified: a group of influencers who are popular in several age groups of young people and a group of influencers who are popular with young people only at a certain age. The differences between these groups of influencers were analyzed. The educational attitudes broadcasted by digital opinion leaders to their audience on social networks were highlighted. Several typical groups of messages were identified: "conservative", "innovative", "nihilistic", "contradictory" educational attitudes. Educational attitudes preferred by young people of different ages were analyzed. Values of young people that determine following the digital leaders' opinion were identified.

Keywords:

Educational attitudes, young people, opinion leaders, influencers, social networks.