The Role of Influencers in Shaping Social Norms and Ethical Values in Minors – Opportunities and Challenges in Creating a Safe Environment

The Internet constitutes a revolutionary invention from the perspective of human civilization. Technological advancements have enabled the creation and continuous development of social media platforms, which have fundamentally transformed modes of communication and interaction. As a result, new professions and employment opportunities are emerging, reshaping the structure of the contemporary labor market. In the article, the author examines the impact of the Internet and social media on individual recipients. The study offers a detailed description and characterization of influencer activities, based on systematic observation and textual analysis. The author identifies key areas of operation as well as self-promotion strategies employed by content creators who publish their work on social media platforms. Influencers operate primarily with the aim of gaining popularity, which subsequently opens up opportunities for financial profit based on their online presence. The author analyzes both the beneficial and adverse consequences associated with influencer-generated content. Theoretical reflections are supported by selected case studies, which serve to illustrate the presented arguments. Influencer activity entails not only opportunities but also significant challenges. Positive aspects of their work, such as educational initiatives, social engagement or mental health advocacy, should be reinforced and supported by state institutions. Cooperation between governmental bodies and influencers, particularly in the context of youth education, holds the potential to generate mutual benefits. At the same time, manifestations of pathological behaviors in the digital space must be recognized, reported and subject to appropriate sanctions. The online community, including influencers themselves, must develop an awareness of the harmful effects that certain types of content may have on the development of young individuals. Sadism, irresponsibility and violations of social norms should be publicly condemned and clearly denounced in order to prevent their normalization and repetition in the future.