THE ROLE OF SOCIAL NETWORKS IN SHAPING PUBLIC OPINION

Abstract

This article examines the role of social networks in shaping public opinion and the mechanisms of communicative influence. It argues that, amid the rapid advancement of information and communication technologies, social media platforms have evolved beyond mere tools of communication to become strategic instruments for directing social consciousness. Using Uzbekistan as a case study, the paper explores how social networks contribute to fostering civic engagement, environmental awareness, and moral values through initiatives such as Green Space and BookChallenge. The analysis traces the stages of public opinion formation and reviews key theoretical frameworks underpinning this process, including collective information theory, the “spiral of silence”, and network communication theories. The findings indicate that social networks play a crucial role in strengthening civil society institutions in Uzbekistan, enhancing the transparency of state policy, and positively shaping youth consciousness.