The Influence and Social Media Implications: The Role of Influencers in Public Information in Moldova

The impact of influencers on public information in Moldova is complex, considering that people's consumption habits have changed significantly in recent years, with more individuals choosing to get their information from social media. According to the latest Public Opinion Barometer conducted in August 2023, 76.3% of respondents reported using the Internet daily, additionally, 6.2% use it several times a week. For 53.6% of respondents, the Internet is the most important source of information, surpassing television (30.1%). Furthermore, 38.5% of respondents consider the Internet their most trusted source of information, with television ranking second at 20.3%. The data also shows that Facebook is the most popular social network among Moldovans (59.1%), followed by YouTube (34.5%) and Instagram (31.6%).

In a survey conducted by "CBS-Research" for the WatchDog Community, Moldovans were asked which social networks they use daily or several times a week. The responses revealed that 59.3% prefer spending time on Facebook, while 23.7% favour Instagram. YouTube attracts 18.8% of respondents, and TikTok is preferred by approximately 15.7% of Moldovans. Additionally, 17.9% of respondents stated they don't use social networks at all.

According to the national study "Population Perception of Mass Media and Media Skills in Moldova," conducted by Magenta Consulting and published by Internews Moldova in March 2023, most respondents choose television and social networks as their daily information sources. The study also indicates that Facebook (70%), Instagram (35%), and TikTok (29%) are accessed by internet users multiple times per day. Moreover, more than a quarter of respondents who access the internet at least weekly (28%) use Telegram daily. Social networks like Instagram (94%), TikTok (87%), and Telegram (92%) are primarily accessed by young people under 25, while Facebook maintains broad usage across all demographic groups.

A May-June 2024 survey by the International Republican Institute shows that 46% of respondents rely on social networks as their first or second source of political information. Furthermore, 65% of respondents indicated they get information from Facebook, 50% from YouTube, 28% from TikTok, and 27% from Instagram.

Influencers can profoundly impact how people perceive news, form opinions, and adopt behaviours. They have become significant voices in Moldovan society, contributing to both public information and misinformation.

Primarily, influencers have a substantial reach across diverse audiences. From lifestyle to political and social issues, they provide content for varied demographics. Many have built trust-based relationships with their followers, enabling them to shape public perception on various topics, including political preferences. Their role becomes particularly ambiguous when promoting unverified information, risking directional influence on public opinion, especially when affiliated with specific political groups or parties.

Young people are particularly vulnerable to social media influence. For many, influencers represent primary information sources, potentially leading to limited or distorted understanding of complex issues. Without alternative information sources, youth can fall victim to online disinformation and manipulation.

The Media Ownership Monitor selected 12 of Moldova's most vocal influencers to monitor their trajectory and published content. We chose those with the largest audiences across various social platforms – Facebook, TikTok, YouTube, Instagram, and Telegram – and those frequently cited by traditional media, further amplifying their voices. In this study, MOM focused on influencers who regularly discuss politics and can impact their audience's political views. We analysed their shared values and visions, topics of interest, public image, distributed narratives, campaign involvement, media collaborations, awards received, and business models adopted to legitimise their online activity.

Among those selected, seven are declared pro-European – Emilian Crețu, Nata Albot, Andrei Bolocan, Dorin Galben, Grigore Manoli, Cătălin Lungu, and Eugen Luchianiuc. Five are firmly pro-Russian – Elena Pahomova, Veaceslav Valico, Alexandr Corinenco, Gabriel Călin, and Dumitru Buimistru. The press has previously described six of the monitored influencers as propagandists – Eugen Luchianiuc, Veaceslav Valico, Dumitru Buimistru, Gabriel Călin, Elena Pahomova, and Alexandr Corinenco. Two were highlighted in European investigative journalism articles, suspected of collaborating with the Russian Federal Security Service (FSB) based on audio leaks: Gabriel Călin and Dumitru Buimistru.

The majority of monitored influencers (8 out of 12) have previously collaborated or currently work with traditional media institutions, expanding their audience reach and strengthening public trust in their messaging.