There are many phenomena resulting from the communication revolution, the most important of which is the role played by influencers in the flow of information and knowledge. This phenomenon has imposed on scholars of communication, media, politics, sociology, and leadership the development of scientific theories that face new challenges in the digital communication environment.

This is because influencers play an active role in the production and dissemination of content through social media. They have become a force for the countries, societies and cultures that they express, shape their mental image, and contribute to shaping public opinion.

Drowning the public in entertainment affects the capabilities of individuals to innovate, produce new ideas, learn, teach, spread knowledge, and achieve development and progress

A new force in the virtual world

The power of influencers in the communication environment contributes to building the future. They produce a quality of knowledge that satisfies the needs of the audience that depends on new media, and they use methods that are compatible with social media, such as YouTube, TikTok, Facebook, Twitter, Instagram and Telegram.

Many content makers and knowledge producers who use these means have been able to attract millions of followers, and they have wide fan bases, but what attracts the audience to certain content?

What are the content specifications and forms of submission?

And what is his relationship with the characters that you present?

This type of question still needs in-depth studies to answer it, as these studies can contribute to increasing the capabilities of countries to use influencers to build their media and cultural power and influence public opinion inside and outside the country.

Flooding the public domain with entertainment content

There are many indications that influencers flood the masses with different types of entertainment content, but this content carries many risks, as its increase leads directly to a decrease in interest in political participation, public affairs, and discussion of serious issues. The direct result of this is the collapse of democracy and the diminishing power of states.

Drowning the public in entertainment affects the capabilities of individuals to innovate, produce new ideas, learn, teach, spread knowledge, and achieve development and progress.

How to face the flood of entertainment?

This flood of entertainment can be countered by using a network of influencers who spread knowledge that drives people to fight to build knowledge societies.

Therefore, countries that want to build their power and prestige over the next decade must think about how they can use influencers to spread knowledge, educate people, and lead people to achieve freedom, democracy, and improve the quality of life with new ideas.

Discover and use influencers

There are many who can be used as influencers on the Internet, but these countries must work to discover them, develop their skills, and teach them methods of producing content that is compatible with new means and satisfies the needs of the masses, and use them to spread knowledge and culture and build the power of states.

Countries are exposed to many risks and challenges, but the communication revolution can open opportunities for them to build media and political power. Therefore, a country that wants to have an active role in the world must build a network of influencers who transfer knowledge and culture via the Internet and build its mental image and reputation.

Influencers and innovation

And because the countries that can achieve progress in the 21st century are the ones that encourage the process of innovation, the production of new ideas, and the development of individuals’ abilities to learn and teach, influencers via the Internet can play an active role in guiding individuals to discover their talents, activate their energies, improve their activities, and search for knowledge that helps people in Get meaning in his life.

This opens the way for presenting a new type of influencer on the network, who produce content that is not intended for entertainment and entertainment, but can satisfy the needs of the masses for knowledge and cultural pleasure, and motivate individuals to lead, change, innovate and fight.

Do these influencers find a place?

Humanity needs this kind of influencers who can strike a balance between entertainment and content that satisfies people's need for knowledge that provides meaning to their lives.

Certainly, entertainment has become available on the World Wide Web, and most entertaining artistic productions depend on satisfying material needs and focus on dancing, singing, and the use of naked bodies and sexual suggestions.

Therefore, millions of people need distinguished content that helps them to carry out their societal role and their civil and humanitarian function, but can countries be interested in searching for influencers who can present this distinguished content based on knowledge and discuss public affairs?!

This constitutes the starting point for building the media and knowledge power of countries that have a distinct culture, such as the Arab countries.

Network of new influencers

A country that wants to build its strength must be interested in searching for the means that enable it to teach its youth the arts of influence, content production, and awareness of identity, culture, history, and civilization. This network of new influencers can be rehabilitated in universities by offering general courses for all students studying in universities with the aim of Motivate them to become producers of knowledge and makers of content that can attract audiences in different disciplines.

However, this does not mean designing specialized scientific programs aimed at qualifying cadres capable of producing content that satisfies the different cognitive needs of the masses in interesting and attention-grabbing ways.

Discover the future

These new scientific programs in universities can contribute to building the power of communication and knowledge in a world where conflict is managed using new ideas and innovations, influencing the masses and shaping public opinion.

At the same time, universities must play their role in discovering the future and the risks and opportunities it may carry. The entertainment industry has flooded the world with content that has increased banality and superficiality, prompting individuals to pay attention to obtaining pleasure and pleasure and searching for individual solutions to their problems, and this will lead to the imposition of culture. Consumerism and the weakening of societies, cultures and civilizations.

Influencers and building a knowledge society

The future depends on countries investing their culture and capabilities in building knowledge societies, so what is the role of influencers in that?

In order for the state to play an active role in the flow of knowledge, it must discover the talents of its individuals in producing content and new ideas and disseminating knowledge. With these individuals, it can build a network of influencers that will achieve an important position for it in the future and build its image on the basis that it is a country that presents civilized achievements.

In addition, the network of influencers can play an important role in building a knowledge society, so universities can play a societal role and a civilizing function when they offer new programs aimed at preparing and qualifying influencers and motivating students to discover their talents, personal advantages, and their ability to influence and transfer knowledge.

In addition, building a network of influencers using scientific methods in universities can lead to an increase in community activity, so people rise up in search of knowledge and information that qualifies them for leadership and participation in managing community affairs and achieving democracy.

Changing the public's perception

Building a network of influencers must be based on studying the characteristics and needs of the audience, and changing the view promoted by the capitalist companies that controlled the media, which is based on the fact that the audience cares about sports, scandals, and sex, because the audience differs according to societies, civilizations, and cultures and has diverse needs. On her discovery of building a new content industry.

There are many need-to-know audiences who aspire to take an active role in society and strive to achieve great goals, but these audiences are not being satisfied and they need a new network of influencers that will satisfy their knowledge needs.

Therefore, countries should take care of these groups of audiences, and prepare the network of influencers that can satisfy their needs.

At the same time, influencers must work to build a positive relationship with the audience based on respect for their mental and critical capabilities. This audience can provide potential for success for knowledge-focused content producers when goals are clearly defined and the audience understands who they are.

production methods

There are many personalities who can play an active role in spreading knowledge and attracting the public to follow it, but they are ignorant of the methods of producing content that is commensurate with the conditions and requirements of social media, and most of these are scientists in many scientific fields.

These people must develop their abilities to use appropriate methods for social media, and there are also those who are good at producing content, but they lack the financial capabilities to produce this content, so they cannot provide salaries to photographers and directors, and they play an important role in increasing the attractiveness of this content.

This means that countries lose great potential for using their scientists as influencers, because they do not provide the capabilities for them to produce content that attracts the masses.

The role of the media

There is also an important role that the media (newspapers and television channels) can play in presenting influencers to the public, as most of the influencers gained fame that enabled them to launch into the virtual world through these means.

Therefore, building a network of influencers who can build countries' strength, image, and global standing is related to preserving the press and television and increasing their ability to attract audiences, as they are the ones that can provide influencers with the possibilities of launching, content production, and influence.

Therefore, building the media and cultural strength of the state depends on achieving integration between the media and using the network of influencers to spread knowledge through social media.

The future holds many promises for countries that want to build their global position by developing the content industry, establishing knowledge societies, long-term strategic planning, forming a network of influencers, and building media power.