From Newsrooms to Newsfeeds
Voices Festival of Media and Journalism – Florence, Italy, March 12
Speakers: Aidan White (Ethical Journalism Network), Barbara Serra (Sky News), Arnau Planellas Castaño (Blanquerna – Universitat Ramon Llull), Pietro Mocali (University of Florence), Sara Bagić (University of Dubrovnik) Moderated by Carla Lešević | University of Dubrovnik
Images courtesy @bealwhite & Voices Festival
By Beatrice White
At the Voices Festival of Media and Journalism in Florence, a session titled “From Newsrooms to Newsfeeds” brought together experienced journalists and media students for a frank exchange about the future of journalism. The discussion featured Aidan White and Barbara Serra, both experienced journalists with several decades of experience in traditional media and broadcasting. The conversation contrasted their perspectives, rooted in newsroom practice and journalistic values, with the realities faced by students entering a media environment shaped by social platforms,
algorithms, and artificial intelligence.
White, founder of the Ethical Journalism Network, emphasised that while technology has transformed how news is produced and distributed, the fundamental question facing journalists remains unchanged: determining what is true. For him, ethics provide the essential compass. Ethical standards, he argued, create a benchmark that helps journalists navigate complex information environments and maintain a
commitment to truth.
Serra highlighted how rapidly the profession is changing. Even advice she might have given to young journalists two years ago, she said, may no longer apply. Mainstream media now face pressures on multiple fronts. Technological shifts are disrupting business models, while AI-generated summaries on search engines increasingly reduce traffic to original news sources. At the same time, the rise of “news influencers” on social platforms is reshaping how audiences consume information. Added to these economic and technological challenges are political pressures, including deliberate attacks on journalists and attempts to overwhelm public debate.
White also pointed to growing evidence that younger audiences are becoming news-avoidant. Constant exposure to tragic or overwhelming stories can lead to disengagement and desensitisation. At the same time, trusted news brands are losing visibility online as algorithms shape what people see. For White, this raises the need to reform the digital information landscape to ensure that reliable sources remain visible and viable – particularly in moments of crisis, when the public turns to trusted information.
Serra noted that another structural change is the dominance of video across digital platforms, a shift that news organisations must adapt to. Yet high-quality journalism – especially foreign reporting – remains expensive to produce. For that reason, she argued, the industry must find ways to ensure that digital traffic ultimately returns to the news organisations that invest in reporting. In times of terrorist attacks or natural disasters, she said, access to reliable information can be a matter of safety, making trust in credible news sources essential.
Students on the panel challenged the speakers with candid reflections about their own media habits and perceptions. One student argued that he did not trust traditional media, particularly in Italy, where economic and political interests are perceived to influence coverage. White responded that issues of trust cannot be addressed solely by individual journalists. Ethical responsibility must extend across the entire “media pyramid” – including ownership structures, corporate governance, and newsroom leadership.
Serra acknowledged that every newsroom operates within certain constraints – political, cultural, or economic. These conditions may shape how stories are framed, but they should not alter the underlying facts. Complete impartiality may be difficult to achieve, she said, but serious news organisations strive to come as close as possible. The role of journalism, she stressed, is not to tell audiences what they want to hear, but to present the truth and place it in context.
Another key issue raised during the session was agenda-setting: who decides what news people see each day. Serra noted that the transition from newsrooms to newsfeeds has fundamentally altered this process. In traditional media, experienced editors determine the running order of stories; on social media, algorithms increasingly decide what appears in users’ feeds. Yet the principle remains the same: someone – or something – is always making choices about what information reaches audiences. “Things don’t pop up by chance,” she observed. And on platforms where users are not paying for the service, their attention effectively becomes the product.
The discussion also addressed the sustainability of journalism. White reflected on the changing economics of media. Public service media were originally designed to serve the public interest but in many countries have become entangled in political processes, raising concerns about independence. Private media once relied on profits that helped finance journalism, but those revenue streams have weakened. At the same time, influencers and content creators now occupy a significant part of the information ecosystem, even though they do not necessarily see themselves as
journalists. Serra added that influencers often face far fewer professional or legal consequences for errors than journalists do. Accountability, one of journalism’s defining principles, is therefore unevenly distributed across the digital information environment.
Students also highlighted their own consumption habits. Many acknowledged turning to social media because it delivers shorter, faster bursts of information. While some still rely on traditional outlets to maintain a “balanced diet” of news, the speed and convenience of social platforms have reshaped how information is accessed. Others noted that conflicts such as the war in Gaza have further affected trust in media coverage in various countries. Looking ahead, Serra suggested that some forms of journalism are more likely to endure than others. Investigative reporting, she argued, will remain essential.
Artificial intelligence can process information, but it will not independently ask uncomfortable questions or challenge powerful actors. The human capacity to pursue accountability and uncover hidden truths, she concluded, will remain at the heart of journalism’s value. White stressed that the core values of journalism – accuracy, humanity, independence, responsibility, and accountability – remain what distinguish journalism from other forms of communication. Unlike activism, public relations, or unrestricted expression, journalism operates within a framework of responsibilities: it cannot incite hate, must protect vulnerable groups, and must correct mistakes when they occur.
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From newsrooms to newsfeeds