In Cyprus, social media influencers are increasingly setting the agenda for political discourse, with both positive and negative implications. Experts agree that while they are not yet fully driving discussions, their impact on what topics garner attention is undeniable.
Photo: cyprus-mail.com
The recent ‘Videogate’ scandal highlighted this shift, as allegations of pay-to-play at the presidential palace gained traction on social media, leading to the resignation of the president’s chief of staff and an ongoing investigation into a former minister featured in the viral clip.
Adding to the political upheaval, social media personality Ioanna Photiou, known as ‘Annie Alexui’, has sparked a police investigation into Paphos mayor Phedonas Phedonos. Following her revelations regarding past domestic violence allegations against the mayor, he was suspended as authorities delve into the claims, which, although unproven, have serious ramifications.
Dr Evie Lambrou, an associate professor at Frederick University, explains that social media’s accessibility makes it a powerful tool for discourse. Users only need a mobile phone to engage, while the lack of constraints on content creation allows for rapid dissemination of allegations, often before traditional media can verify them.
“Social media thrives on outrageous and provocative content, which drives visibility,” Dr Lambrou noted. This environment rewards those who prioritise speed over accuracy, a trend that has seen traditional journalism struggle for relevance, particularly among younger audiences.
Despite the rise of social media, Dr Lambrou cautions that influencers currently focus on a narrow range of topics, while mainstream media covers a broader spectrum of news. However, this could change as parliamentary elections approach, with more politicians potentially appearing on podcasts, a format that resonates with the under-50 demographic.
Ioanna Photiou, or ‘Annie Alexui’, presents a fascinating case study in this new landscape. Living in Russia under political asylum, she claims to have extensive documentation of corruption, which she asserts she obtained through her past connections with underworld figures. Her online persona has garnered attention particularly after police announced multiple arrest warrants against her, catapulting her into the public eye.
Political analyst Christoforos Christoforou observes that while social media influencers like ‘Alexui’ can influence narratives, they do not yet fully control the agenda. Instead, they often respond to existing political sentiments and suspicions. The interplay between influencers and traditional media further complicates the landscape, as traditional outlets frequently amplify the voices of these online personalities.
Young political disruptors, such as MEP Fidias Panayiotou, have also started to emerge, often encouraged by influencers to engage with younger voters. His early focus on voter registration shifted towards critiquing the established political system, a message that resonates strongly with disenchanted youth.
Dr Lambrou highlights that the immediacy of social media delivers a constant stream of gratification, fostering a rapid consumption of content. This trend reflects a broader societal shift towards instant access and engagement, contrasting starkly with the more measured pace of traditional media consumption.
As social media continues to evolve, the challenge lies in harnessing its potential while cultivating media literacy among the public. Rather than viewing social media as a purely negative force, Dr Lambrou advocates for educating users on how to engage with it responsibly, transforming it into a tool for constructive discourse.
