By Farah Darwish
In an age where social media has become an inseparable part of daily life, its growing influence on individuals and societies can no longer be overlooked. In Syria, where young people face increasing economic and social pressures, digital platforms have turned into a vital source for entertainment, information, and even education.
Yet the dense presence of content creators, widely known as “bloggers,” raises pressing questions: have they replaced experts, academics, and doctors? Or does their quick rise to fame carry hidden risks for public awareness, health, and behavior?
This debate intensified after the “Script” exhibition in Aleppo, which brought together a large number of Syrian influencers. The exhibition, expected to be a space for creativity and renewal, was instead met with discontent from many Syrians. Critics argue that the event excessively highlighted social media celebrities at the expense of qualified professionals and academics, reigniting the debate about the role of bloggers in society and the limits of their influence.
The Journalist Versus the Content Creator
Dr. Ahmad Ali Shaarawi, professor of media at Damascus University, told 963+: “There is a clear difference between an influential content creator and a true journalist. The influencer seeks to reach the widest possible audience with consumerist or entertaining content, often at the expense of professional ethics and social issues. By contrast, the committed journalist delivers accurate information, educates the public, and remains connected to people’s concerns.”
Shaarawi added that many influencers lack credibility, chasing views and likes, while journalism, above all, is a social responsibility.
When asked about media outlets turning to bloggers instead of professional journalists, Shaarawi stressed that influencers lack professional tools and cannot replace qualified reporters. He described what is happening as chaos imposed by the pressure of social media on traditional media.
He warned of the dangers of relying on influencers for information: “When triviality and scandals dominate content at the expense of serious issues, responsible journalism declines, and the public drowns in consumer material that does not serve society.”
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Between Awareness and Unfair Competition
Syrian physician Louay Al-Namous told 963+ that some patients arrive at clinics armed with misleading information obtained from influencers on Instagram or TikTok, which negatively affects their health and often delays diagnosis and treatment.
He noted that counter-awareness efforts are beginning to show results: “The number of such cases has not risen significantly, and awareness campaigns are starting to make a difference. We are working through clinics, hospitals, and visual media to correct these misconceptions.”
Al-Namous believes the real problem lies in the “unfair competition” posed by unqualified individuals. While some content creators consult doctors before publishing, most simply copy what they find online.
He concluded: “The Ministry of Health must monitor these people and hold them accountable when spreading false information. Medicine is a humanitarian profession, not a trade. Influencers only gained influence because of weak public awareness. Therefore, a specialized committee should evaluate them to ensure they provide correct and useful content.”
The Obsession with Appearance and the Risk of Trends
In the field of aesthetic medicine, Dr. Omar Shaban warned in an interview with 963+ against the growing obsession with appearance promoted by unprofessional influencers: “Many patients bring photos of bloggers asking to look exactly the same. This is medically wrong. Every face has its own anatomical structure, and what suits one person may not suit another. Unfortunately, certain trends like skin boosters (Profhilo, Sapphire, Queen) are being promoted unscientifically by influencers, while in reality they are safe only in the hands of specialists.”
He added: “We have documented cases of disfigurement caused by misguided advice from influencers. I strongly recommend that anyone considering cosmetic procedures consult a qualified physician first. The Ministry of Health and professional unions must tighten oversight of unqualified promoters and prevent the exploitation of people’s health for fame or profit.”
The New Role Models for Teenagers
Social rehabilitation trainer Sawsan Salmawi told 963+ that content creators’ influence has gone far beyond entertainment, shaping the daily behavior of young people: “Teenagers imitate bloggers not because they are the best, but because they are the closest to them, and this directly affects their behavior.”
She explained that following these figures can dangerously alter young people’s priorities: “When a teenager sees a famous blogger succeed without a degree or academic effort, they begin to ask: why should I study? Why should I learn a skill? At that point, priorities shift from real development to chasing fame.”
Salmawi stressed that families and schools have a central role in balancing this influence. Families must act as friends rather than mere authorities, while schools must engage with the digital world of students to teach them critical thinking.
She also suggested involving bloggers themselves in training workshops and regulatory frameworks to guide them toward becoming a positive force, through ethical and media training and participation in seminars alongside educational and social institutions.
Marketing: Blogger as Partner, Not Substitute
In business, bloggers are viewed through a pragmatic lens. Ammar Salim, promotion supervisor at “Lu Mario” Industry and Trade company, told 963+ that relying on them aligns with the nature of digital platforms.
He explained that advertising campaigns through bloggers often yield excellent results, as audience trust in a product increases when promoted by someone they regularly follow and who shares personal experiences. However, he emphasized that bloggers remain a complementary tool, not a foundation. Companies still produce educational content, such as sharing the benefits of food products, to ensure trust is built on knowledge rather than fame alone.
He summarized the drawbacks: “The mistake lies in choosing an influencer based solely on the number of followers, which may attract temporary consumers but not long-term customers. That is why we always seek to collaborate with honest influencers who carefully study their content before publishing.”
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Voices of Youth: Between Inspiration and Disappointment
Balqis Ramadan, an economics graduate and graphic designer, said that following conscious bloggers like Ahmad Al-Shugairi has helped her in daily life because his approach combines simplicity with depth and relies on personal experience and scientific research. Still, she expressed concern about fame being prioritized over academic qualifications, stressing that it ultimately depends on the influencer’s character: some provide trustworthy and meaningful content, while others chase fame alone.
Meanwhile, Osama Ismail, a media graduate, offered a different perspective: “Personally, I do not follow bloggers for entertainment but rather for technical or political content. For me, influence is not about academic degrees but about awareness and culture. Our degrees are often theoretical, but I benefit from comparing what a content creator says with my personal experiences.”
Ismail told 963+ that businesses turning to bloggers is natural since the market seeks influence and reach, though he admitted many of them exaggerate in pursuit of fame, which undermines their credibility.
The Content Creator’s Voice: Responsibility Comes First
Syrian content creator Mohammad Magic told 963+ that in his view, fame is not an end in itself but a tool to support those who deserve it.
He emphasized that he refuses to promote any product without verifying its effectiveness and that he abides by ethical standards such as avoiding content that violates social norms or distorts values.
He explained that content creation today has become more influential than traditional media or acting because of its direct connection with people, especially in a country exhausted by war.
He acknowledged that criticism is natural for any influencer, but it only becomes harmful if the creator abandons responsibility. He pointed out that the biggest challenge is bullying and psychological pressure, particularly against new influencers.
Magic concluded: “Influencers today bear great responsibility in contributing to Syria’s reconstruction. They must raise awareness of risks and help build a positive mindset. They should also call for formal regulations to organize their profession in order to create a sustainable positive impact.”
