Aim. The aim of the article is to describe the phenomenon of traditional authorities being supplanted by internet content creators, who are particularly popular among the youngest generations. The article also presents the concept of media authority, referring to individuals acqiring behavioral patterns from television or internet figures. Methods and materials. The paper uses the method of analysis and synthesis of subject literature sources. Results and conclusion. In contemporary times, traditional authorities are being superseded by media authorities. Young people increasingly seek role models among internet content creators. Through the content published on their social media, they influence the shaping of values, behaviors, and choices of growing individuals. The messages of influencers are not always authentic and do not always carry positive value, which some of their audience may not be aware of. In the context of the ubiquity of social media and the phenomenon of the significant influence of internet content creators on the formation of identity and lifestyle of young individuals, appropriate educational and upbringing actions are extremely important. They should develop in children and adolescents the ability to think critically – to reflect and verify the content posted by influencers. It is also important to make young individuals aware that their media role models often have the primary motivation and goal of ensuring a source of income, including through the promotion of products and services. These tasks should be carried out within the framework of media education.