Influencers and journalism: Reaching out to build a coalition for truth-telling
The notion of the “well-informed citizen” has long been a cornerstone of democratic theory, but increasingly, it feels more like myth than reality.
In today’s world, emotional decision-making has overtaken rational judgment in the political arena, and, as recent elections indicate, nowhere is this more evident than in voting behaviour.
This shift raises important questions: What information drives our decision-making? Who shapes the narratives we hear? Who truly controls the discourse?
Traditional news media, once the dominant force shaping public opinion, no longer wield the same power. While journalists continue to inform, their role as the primary gatekeeper of narratives has significantly diminished. Instead, a new generation of actors has emerged—YouTubers, podcasters, influencers, and streamers.
These new players are not journalists and nor do they claim to be. They operate outside established frameworks that support traditional journalistic ethics and accountability, but they are the driving force behind a lively news media environment that is both vibrant and precarious.
Their work has impact, as the recent election of Donald Trump in the US illustrated. The election left traditional media licking their wounds and wondering why they were, apparently, no longer in tune with the mass of voters.
But podcasters, influencers, and content creators were much more relaxed about the election; their close-to-the-ground reporting appeared to be more in step with the feelings of the electorate.
Nevertheless, there are big questions over the quality of their content. A ground-breaking report by UNESCO, which will be released on November 26, reveals that more than 66 per cent of influencers around the world do not check the accuracy of content before sharing it, and many of them feel helpless in the face of disinformation.
The UNESCO survey interviewed content creators in 45 countries about their work and their attitudes to ethics. Many of them say they are overwhelmed when confronted with online disinformation and hate speech. As a result, UNESCO plans to organise the first-ever global training course in this field. More than 8,000 influencers have already signed up.
This is a sign that the time is right for a break-out change of direction and recognition that the online community of content creators may be ready for change, providing the structures for support, training, and solidarity can be put in place.
Of course, not all digital creators are the same. Some are professional online broadcasters with a background in media; others are influencers or hobbyists sharing political content. Many are ex-journalists who, having left or been ousted from financially-challenged mainstream media, find new audiences on platforms like YouTube.
What has been created is a fragmented media landscape that gives these individuals immense power over public opinion. They don’t merely report—they build communities and foster engagement rather than passive consumption.
Yet, with great influence comes great risk. These creators often operate beyond traditional regulatory oversight, making it harder to reassure the public that there is responsible use of information platforms. Often there are fears that they are fuelling disinformation or biased narratives, but there is no reason why their reach could not be leveraged to promote quality content and genuine freedom of speech. Indeed, there is a strong argument for doing just that.
Most digital creators work independently, with little to no organisational backing. Without unions or associations, they remain outside the scope of traditional regulatory mechanisms. For most of them, that is fine, but they are not opposed to ways of building trust or supporting transparency and values in their work.
This suggests that change is needed. In particular, it calls for the creation of new support structures that can advocate for digital journalists and content creators while promoting self-regulation.
Such organisations promoting online journalism and content creation could act as both protectors and standard-setters. They could ensure creators’ rights are safeguarded while fostering ethical practices. For companies, working with regulated and accountable creators would build trust, positioning digital content creation as a credible force for democracy.
This fresh approach would combat disinformation and abusive communications. Supporting high-quality content creators and uniting them under protective umbrella organisations will empower creators, encourage them to self-regulate, and establish industry standards within a new culture of responsible communications.
There will always be those who are reluctant to work together, but the case for a more trustworthy media ecosystem is unanswerable, particularly in an age of uncertainty, when fact-based communications are challenged by emotional attachments and when the public information space is polarised and fragmented.
At the Ethical Journalism Network (EJN), we advocate for precisely this vision. Protecting and supporting digital creators and encouraging ethical work add to the movement to counter disinformation and strengthen democracy.
Most important, in this fragmented media landscape, is to recognise that digital creators and online journalists, working together, can reinvigorate the notion of pluralism and quality information as core values of democratic life. Supporting online creators through advocacy, self-regulation, and coaching offers a tangible way to ensure that democracy thrives in the digital age.
Main image: an illustration generated by ChatGPT for this article.