The article describes the characteristics of “fake”, “fake news”. The manipulative technologies in the media are considered. According to the author, today the users of social networks constantly see false information, written and disseminated in order to increase internet traffic.
The purpose of presented study is to discuss chosen theories, mechanisms and tools of social impact, understood as a process that allows influencing individuals and groups, in reference to Polish political discourse. The issue of effectiveness of media content on the recipient, defined as achieving results expected by the sender (such as changes in behaviour, attitudes etc.) is still current and worth being analysed.