According to studies, social media and video networks have surpassed traditional TV channels and news websites as the primary news sources in the United States. According to the Reuters Institute, networks like Facebook, X, and YouTube account for more than half (54%) of all news consumption, surpassing both TV (50%) and news websites and apps (48%).
“The rise of social media and personality-based news is not exclusive to the United States, but shifts seem to be occurring faster – and with more impact – than in other countries,” according to a study. Nearly a quarter (22%) of the population reported seeing news or commentary from podcaster Joe Rogan in the last week, making him the most visible personality.
Nic Newman, the report’s author, stated that the emergence of social video and personality-driven news “represents another significant challenge for traditional publishers”. The organisation also identified a trend in politicians offering their time to favourable web presenters rather than traditional interviewers.
It claimed that populist leaders all over the globe are “increasingly able to bypass traditional journalism in favour of friendly partisan media, ‘personalities’, and ‘influencers’ who often get special access but rarely ask difficult questions, with many implicated in spreading false narratives or worse.
Despite their popularity, over half of the world’s population (47%) identified internet influencers and celebrities as a key source of incorrect or misleading information, putting them on par with politicians.
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