Influencer and Virtual Influencer in Modern Media Space: Terminological Distinction
DOI:
https://doi.org/10.52575/2712-7451-2026-45-1-33-46Keywords:
communication, media, digitalization, digital twin, media text, author, new network termsAbstract
The processes of digitalization and mediatization, along with the emergence of artificial intelligence tools, are transforming the media space by altering the methods of content creation, distribution, and influencing practices. These transformations necessitate the development and conceptual clarification of new terms denoting actors within the media environment. Despite the growing number of publications on this topic, there is still a lack of studies offering a comprehensive theoretical interpretation and systematic analysis of the concepts of “influencer” and “virtual influencer” in contemporary media space. The scientific problem addressed in this study lies in the absence of clearly articulated definitions of these concepts, which complicates their theoretical differentiation and empirical application. The author proposes theoretically grounded definitions of these media concepts and conducts a comparative analysis according to ontological, communicative, and functional criteria. The research is based on the analysis of theoretical sources, as well as content analysis and lexical-semantic analysis of 250 textual materials published in mass media outlets and online analytical platforms (articles, analytical interviews, reviews, expert commentaries) between January and July 2025, describing the activities of influencers and virtual influencers. The analysis identified the causes of terminological polysemy and demonstrated the impact of digitalization on the emergence of new terminological designations for media actors, particularly digital characters representing brands. Special attention is paid to the phenomenon of ontological convergence between a person and their digital double, as reflected in language and terminological practice. As a result of the study, definitions of the concepts of “influencer” and “virtual influencer” have been proposed, and their constitutive features have been compared. The paper substantiates the need for further systematization of the conceptual framework and outlines directions for future research on virtual influencers and digital communication.
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