In Kosovo, early parliamentary elections will be held on June 7. Meanwhile, the election campaign for political entities, candidates and their supporters starts on May 28 and lasts until June 7 at 06:59 (see here). Since the election date was set by Albulena Haxhiu, the country's acting president, topics related to the elections and the processes surrounding them have also been encountered in the misinformation content addressed.
Based on the findings of the report on the central and local elections of the end of 2025, hibrid.info estimates that the publication of misinformation related to the elections and political developments around them may continue in the coming days (see here).
Opinion leaders
Media messages have great power to influence and shape the perceptions of the audience, and in some cases even to manipulate it directly. This concept is related to mass communication and stems from what is known as the “Hypodermal Needle Theory”, also called the “Magic Bullet Theory” (see here).
However, there is another theory, which suggests that interpersonal interaction has a stronger effect on shaping public opinion than the mass media. The two-step flow model of communication was formulated in 1948 by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in the book “The People’s Choice”, after research on voter decision-making processes during the 1940 United States presidential election. According to this model, mass media content first reaches “opinion leaders” – individuals who are active media users and who collect, interpret, and distribute media messages to less active audiences in information consumption (see here).
This is also one of the reasons why hibrid.info, in its research methodology, addresses misinformation content published by the media. In addition to checking and analyzing media articles, hibrid.info also verifies and evaluates statements by senior political and institutional officials, as well as influential public figures, known as opinion leaders (see here).
The influence of opinion leaders on audiences
A academic study Previous research from Peking University in China and Cornell University in the US shows that posts from opinion leaders are perceived as more trustworthy than those from ordinary users. According to the study, people are more likely to share content published by influential figures, and this effect is even stronger for conspiratorial content.
The study suggests that even when individuals do not fully believe in a theory, they are likely to spread it if the source is considered credible or has public influence. This is also linked to the perception that opinion leaders risk their reputations if they spread inaccurate or misinforming information.
For this reason, information that circulates through the two-step communication model is often perceived as more credible by the audience.
Where can the two-step communication flow model be found?
The two-step communication flow model It is found in various fields, such as politics, marketing, social media, and health communication.
During election campaigns, most voters do not read political platforms or official documents directly. Instead, they receive simplified interpretations from journalists, community leaders, or friends who follow political developments more closely.
In marketing, companies often target influential figures, trendsetters, or celebrities, knowing that their endorsement can influence the shaping of opinions and purchasing decisions of a wider audience.
Influencers on platforms like Instagram, TikTok, and YouTube can also be considered modern opinion leaders. They interpret content, share reviews, and influence the way millions of followers think about products, fashion, or lifestyle choices.
Meanwhile, in health communication, public health campaigns often rely on trusted figures, such as doctors, teachers, or local leaders, to interpret and disseminate information so that communities accept and act on it.
Ways of influencing opinion leaders in elections
An academic research report titled “Influencers and Elections: The Many Roles Content Creators Play” (Influencers and Elections: The Multiple Roles Content Creators Play) identifies some of the ways in which social media content creators, known as influencers, can influence electoral processes.
According to the report, one of their roles is to advertisers (advertisers), who are paid to promote candidates or political parties, often through marketing agencies.
Another role is that of famous supporters (celebrity endorsers), who use their personal brand to support causes or political candidates, even without direct payment, by making their influence and audience available.
Influencers can also act as media platform (media outlets), operating as small media companies, such as podcasts or personal channels on social networks, where politicians can spread their messages without facing challenging questions from traditional journalists.
The report also mentions the role of campaign volunteers, who engage as "digital door knockers", mobilizing voters through direct online interaction.
Another role is that of data brokers (data brokers), who collect and analyze audience data, such as demographics and interests, to use in political campaigns.
In some cases, influencers can also function as journalists, opinion writers or analysts news, although often without formal journalistic training or editorial supervision.
Misinformation as an opportunity for this communication model
The report "Influencers and Elections: The Many Roles Content Creators Play" has also highlighted several risks and problems of this influence method, citing disinformation, foreign interference, circumvention of laws and the use of influencers generated by artificial intelligence (AI).
According to the report, information distortion is a serious problem during electoral processes and is often spread by influencers, intentionally or unintentionally. Many of them do not verify information and do not make a clear distinction between facts and opinions, which can create confusion for audiences. Even when the information is not completely false, it can be distorted through exaggeration, lack of context or the way it is presented, with the aim of increasing online engagement.
This phenomenon also affects traditional media, pushing them towards more sensationalist content and contributing to increased polarization in society. Some influencers also act as “alternative journalists,” constructing biased narratives or avoiding critical questions of politicians.
In some cases, influencers can also be used in a coordinated manner to spread misinformation without clear public ties to political parties, often through non-transparent agreements. This allows political actors to avoid direct accountability and makes it more difficult to identify and regulate this phenomenon, increasing the risk to democratic processes.
This means that, while the role of opinion leaders in disseminating information during elections may become more visible, they are not always verified sources of information and may disseminate inaccurate, unconfirmed, or biased content.
Tips for evaluating influencer content in elections
Based on the risks identified in the academic report on the role of content creators in electoral processes, audiences should evaluate influencers' content by following several steps.
First, it must be taken into account credibility of the sourceThis means assessing not only whether the content comes from a journalist, commentator, or expert, but also whether the person in question has had political affiliations or public support for a political entity in the past. These factors can influence how the information is presented and interpreted.
Secondly, it must be assessed credibility of the information presented, checking whether the content is based on verified facts and whether facts are clearly distinguished from opinions.
Another step is analysis of language and presentation of content, identifying exaggerations, lack of context, or forms of narrative construction that may distort reality.
It is also important identifying the possibility of coordinated misinformation, especially when similar content, without clear links to official sources, is constantly distributed on different platforms.
Finally, you must to assess whether the content is of an advertising or promotional nature, that is, if it aims to promote certain candidates, political parties or policies.