Influential Digital Communication and the Necessity of Ethicalising Content Creation in the Digital Environment in Algeria A Study on Communication Practices and Value Dimensions

Abstract

This study aims to clarify concepts related to social networks’ influencers, content creation, and the nature of this practice in the Algerian context. It does this by analysing the influencer as a content creator and an actor in shaping representations and attitudes within the digital space, and as an inevitability imposed by social media. This study will also discuss ethical and value-related challenges that accompany content creation due to the lack of guidelines defining the nature of use, exposure, and influence. How can digital influencers and content-creation be controlled by creating a normative framework that helps to organise content creation, strengthen the influencer's ethical responsibility. As well as strike a balance between the audience's guidance, the demands of communication ethics, and the logic of influence in Algeria's digital environment.