Impact of new media on public opinion: a comparative study

Abstract

The article presents the results of a comprehensive comparative study on the impact of new media on public opinion formation in the digital age. Particular attention is paid to the analysis of the dual nature of this influence: on one hand, the study examines the democratising functions of new media, expressed through expanded access to information, increased diversity of voices in public discourse, and enhanced civic engagement; on the other hand, it identifies negative consequences such as the formation of algorithmic echo chambers, increased social polarisation, and the spread of disinformation. The practical significance of the study lies in developing of a system of measures aimed at enhancing critical media literacy, optimising algorithmic content personalisation, and establishing balanced regulatory approaches for the digital in formation environment.