Trust in the media is at all time lows, according to several studies and surveys that have been conducted over the past decade. With the rise of digital media, people now have more alternatives to traditional news sources, and the younger generation is taking full advantage. Indeed, many are looking to social media influencers and celebrities for their news rather than relying on establishment media outlets.
This budding trend carries with it a slew of benefits and risks to the American public, as it transitions from traditional media to the Wild West of alternative media. Either way this goes, the reality that digital personalities are beginning to supplant the commonly accepted members of the chattering class will bring with it some interesting developments in the future.
According to a report by the Reuters Institute for the Study of Journalism, TikTok influencers and celebrities are increasingly becoming the primary source of news for young people, surpassing traditional journalists. The study reveals that a majority of TikTok, Snapchat, and Instagram users rely on “personalities” for news rather than mainstream media and journalists. Facebook, while still the leading source of news on social networks, is experiencing a decline in influence as users prefer video-based platforms like TikTok and YouTube for news consumption:
The number of people globally who initially access news through a website or app has dropped by 10 points since 2018, and younger groups prefer to access news through social media, search or mobile aggregators, according to a report released on Tuesday.
Audiences pay more attention to celebrities, influencers, and social media personalities than journalists on platforms such as TikTok, Instagram, and Snapchat, the Reuters Institute for the Study of Journalism said in its annual Digital News Report. TikTok is the fastest growing social network in the report, used by 20% of 18- to 24-year-olds for news, up five percentage points from last year. Fewer than half the survey respondents expressed much interest in news at all, down sharply from 6 out of 10 in 2017.
The report also noted that 56 percent of individuals “worry about identifying the difference between real and fake news on the internet – up 2 percentage points from last year.”
Another interesting factoid coming from the report is that 48 percent of respondents indicated that “they are very or extremely interested in news,” which is a significant decline from 63 percent in 2017.
For some, the notion that younger Americans would trust a celebrity or digital influencer might seem a tad risky given our already polarized media and political environment. But there could be more benefits than flaws.
One of the key advantages of TikTok influencers and celebrities as news sources is their ability to present information in a concise, entertaining, and easily digestible format. By leveraging their engaging personalities, they can simplify complex news topics, making them more accessible and relatable to younger audiences. This approach helps bridge the gap between news and the everyday lives of young people, fostering interest and understanding.
Digital personalities tend to cover a wide range of topics beyond politics and international affairs. They delve into sports, entertainment, culture, arts, technology, and more. This broader coverage caters to the diverse interests of young people, providing them with a comprehensive snapshot of what’s happening in the world beyond traditional news narratives. It allows them to explore various subjects, and encourages curiosity and critical thinking. This could lead to young voters becoming more informed on the issues of the day – depending on the influencers whose content they choose to consume.
TikTok influencers and celebrities excel at creating visually appealing and interactive content. They employ creative techniques such as storytelling, challenges, and collaborations, making the news more engaging and interactive. This approach captivates the attention of younger audiences, encouraging them to stay informed and actively participate in discussions around important issues. To put it simply, many of these individuals know how to present the news of the day in a format that is easy to digest.
Another advantage digital media has over traditional outlets is flexibility. Unlike cable news and newspapers, influencers can use various methods to discuss news and politics. Long-form podcasts or video discussions can make for better conversations – especially between people who disagree politically. It gives a better way for people to understand the various viewpoints and ideas that are proliferated throughout society.
Conversely, there are some serious risks involved with the nation veering toward more of a digital approach to news consumption. Some might argue that digital influencers and celebrities lack the editorial standards and fact-checking mechanisms used by traditional journalists. Those of us familiar with how the media actually operates would rightly point out how laughable this is, given that most of our legacy media outlets are nothing more than propaganda mills for the ruling class.
Still, the point is taken that the few actual journalists who still exist do adhere to standards and principles intended to ensure that their audiences are adequately informed. Moreover, they tend to have more knowledge pertaining to reporting the news, conducting interviews, and ensuring they are providing accurate information, whereas a digital influencer might not be as concerned with accuracy.
Another potential problem with the influencer model is that far too many of these individuals are just as irresponsible with their platforms as traditional journalists, who are essentially media activists posing as straight news reporters. Much of the division we are seeing in America can be attributed both to traditional journalists and social media influencers who use their positions to sow discord, enmity, and fear among their followers.
Social media is already a cesspool as it is. If younger Americans are relying more on influencers on these platforms, they not only run the risk of consuming false information designed to trick them into adhering to a certain agenda or narrative, but they might also become even more polarized as time goes on.
At this point, it is not easy to tell whether this new trend will reap benefits, or lead to the downfall of American society. But one thing is clear: We are in for some interesting times ahead.
