The Leader of Public Opinion in the Conditions of Full-Scale War (on the Example of Masha Efrosinina)

Abstract

This article examines changes in the behavior of Ukrainian TV presenter Masha Efrosinina associated with the Russian-Ukrainian war. Before the full-scale war, Masha Efrosinina was known as a positive, optimistic, and kindhearted personality. She often spoke about happiness and well-being, engaged in charity, and supported women. During the war, Efrosinina’s behavior changed drastically. This influencer became more emotional, often expressing anger, aggression, and outrage. She did not shy away from expressing her position on the war and called on Russian citizens to take to the streets to protest putin’s anti-Ukrainian aggression. The authors of the article explain Efrosinina’s change in behavior as a result of the traumatic wartime events. The war caused her severe stress, which led to changes in her emotional and psychological state and behavior. In addition, the authors of the article argue that the war significantly strengthened Efrosinina’s leadership qualities. The TV presenter became a public activist and the initiator of many charitable projects. In this way, the article traces the impact of traumatic wartime events on the personality and public behavior of media personalities, creating new qualities and opportunities to influence public opinion.