The Clash of Influencers: COVID-19 Pandemic in the Echo Chambers of Bulgarian “Facebook”

Abstract

The study identifies and suggests a typology of the most eminent speakers on the Coronavirus topic on the Bulgarian “Facebook”. The messages these opinion leaders disseminate have been analyzed and the “echo chambers”, fueled by them, are examined. The research shows that the pandemic mobilizes all 7 types of influencers (according to the author’s metamorphic multi-step flow theory of communication). A new breed of opinion leaders emerges – especially in medicine, which rapidly monetizes their social capital and evolves in the hierarchy of influencers. However, their expertise is very controversial and accounts significantly for the polarization of Bulgarian society. Meanwhile, mainstream media are under serious pressure – how to interpret the “news tsunami”, ensure pluralism and satisfy audience expectations.