| dc.description.abstract | Abstract This master thesis aims to examine the role of opinion leaders in today’s digital communication system. There are several Facebook groups with a flow of political information, each with its own political agenda. The rise of the internet and social media makes it possible for everyone to create large social digital networks, with their own boundaries, to get their messages out. The development of digital media, together with the social development in society, has created new social platforms for public debate, smaller public spheres, and new forms of network communication. Social media, with its many social networking pages and networking forums, has made it more convenient for people to seek information and for actors to spread information through their own social networks, to followers and their friends. In these networks, some appear clearer than others, such as opinion leaders who are active communicators of their own information, opinions, and as active contributors to a public debate. This study is based on interviews with opinion leaders from some of the largest political Facebook groups in Norway. The result of the study shows that opinion leaders use social network sites to for influence others. This presents several opportunities and challenges. Moreover, finings shows that opinion leaders influence the process of information sharing in these networks and topics of content. | eng |