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NordForsk has awarded a new research initiative examining how social media influencing shapes democratic trust and societal security in the Nordic region. The project, “The Double Edge of Social Media Influencing: Participatory Antagonism and Communicative Resilience in the Nordics”, will run from 2026 to 2029.
Led by Cecilia Cassinger of Lund Univeristy, the project seeks to understand both the risks and the democratic potential embedded in influencer culture.
“We introduce the concept of participatory antagonism as a collective communication practice where influencers and followers co-create con…
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NordForsk has awarded a new research initiative examining how social media influencing shapes democratic trust and societal security in the Nordic region. The project, “The Double Edge of Social Media Influencing: Participatory Antagonism and Communicative Resilience in the Nordics”, will run from 2026 to 2029.
Led by Cecilia Cassinger of Lund Univeristy, the project seeks to understand both the risks and the democratic potential embedded in influencer culture.
“We introduce the concept of participatory antagonism as a collective communication practice where influencers and followers co-create content that challenges democratic values and social cohesion”, says Cassinger. “This perspective moves beyond viewing influencers as isolated opinion leaders”.
The research team – spanning Sweden, Denmark, and Finland – includes:
- Nils Gustafsson and Isabelle Karlsson, Lund University
- Dennis Schoeneborn and Monica Porzionato, Copenhagen Business School
- Salla Laaksonen, Nuppu Pelevina, and Hanna Reinikainen, University of Helsinki
Exploring the Double Edge of Influence
The INFLU-NORD undertaking will investigate how antagonistic forms of social media influencing affect democratic trust, particularly among young people in vulnerable areas and communities. By analysing how influencers and their audiences collaboratively produce political meaning, the project aims to shed light on emerging, networked forms of civic engagement – some of which may undermine social cohesion.
“Social media influencing has become a powerful form of collective political action operating outside traditional institutions”, says Cassinger. “Understanding this ecosystem is essential for safeguarding democratic resilience”.
Building Strategies for Democratic Resilience
Alongside its analytical goals, the research initiative will develop new strategies to counter harmful online influencing and strengthen democratic participation. A central focus is exploring how influencers themselves can be engaged as allies in defending democratic values.
“We see great potential in mobilising influencers as part of the solution, not just as a source of risk”, notes the project leader.