Posts Tagged ‘influencers’
“The new media are not ways of relating to us the ‘real’ world; they are the real world and they reshape what remains of the old world at will.”*…
There is a vortex of forces shaping the future of journalism. Censorship, both direct and indirect, is on the rise in the U.S. and around the world. Concentration of media ownership is homogenizing coverage and creating “news deserts.”
At the same time, new technology and new applications of that technology are reshaping the Fourth estate. The Reuters Institute at Oxford surveyed 280 digital leaders from 51 countries and territories to learn what they are seeing– and planning. From the Executive Summary…
We are still at the early stages of another big shift in technology (Generative AI) which threatens to upend the news industry by offering more efficient ways of accessing and distilling information at scale. At the same time, creators and influencers (humans) are driving a shift towards personality-led news, at the expense of media institutions that can often feel less relevant, less interesting, and less authentic. In 2026 the news media are likely to be further squeezed by these two powerful forces.
Understanding the impact of these trends, and working out how to combat them, will be high up the ‘to do list’ of media executives this year, despite the unevenly distributed pace of change across countries and demographics.
Existential challenges abound. Declining engagement for traditional media combined with low trust is leading many politicians, businessmen, and celebrities to conclude that they can bypass the media entirely, giving interviews instead to sympathetic podcasters or YouTubers. This Trump 2.0 playbook – now widely copied around the world – often comes bundled with a barrage of intimidating legal threats against publishers and continuing attempts to undermine trust by branding independent media and individual journalists as ‘fake news’. These narratives are finding fertile ground with audiences – especially younger ones – that prefer the convenience of accessing news from platforms, and have weaker connections with traditional news brands. Meanwhile search engines are turning into AI-driven answer engines, where content is surfaced in chat windows, raising fears that referral traffic for publishers could dry up, undermining existing and future business models.
Despite these difficulties many traditional news organisations remain optimistic about their own business – if not about journalism itself. Publishers will be focused this year on re-engineering their businesses for the age of AI, with more distinctive content and a more human face. They will also be looking beyond the article, investing more in multiple formats especially video and adjusting their content to make it more ‘liquid’ and therefore easier to reformat and personalise. At the same time, they’ll be continuing to work out how best to use Generative AI themselves across newsgathering, packaging, and distribution. It’s a delicate balancing act but one that – if they can pull it off – holds out the promise of greater efficiency and more relevant and engaging journalism.
These are the main findings from our industry survey:
- Only slightly more than a third (38%) of our sample of editors, CEOs, and digital executives say they are confident about the prospects for journalism in the year ahead – that’s 22pp lower than four years ago. Stated concerns relate to politically motivated attacks on journalism, loss of USAID money that previously supported independent media in many parts of the world, and significant declines in traffic to many online news sites.
- By contrast, around half (53%) say they are confident about their own business prospects, similar to last year’s figure. Upmarket subscription-based publishers with strong direct traffic can see a path to long-term profitability, even as those that remain dependent on advertising and print worry about sharp declines in revenue and the potential impact of AI powered search on the bottom line.
- Publishers expect traffic from search engines to decline by more than 40% over the next three years – not quite ‘Google Zero’ but a substantial impact none the less. Data sourced for this report from analytics provider Chartbeat shows that aggregate traffic to hundreds of news sites from Google search has already started to dip, with publishers that rely on lifestyle content saying they have been particularly affected by the roll out of Google’s AI overviews. This comes after substantial falls in referral traffic to news sites from Facebook (-43%) and X, formerly Twitter (-46%) over the last three years.
- In response, publishers say it will be important to focus on more original investigations and on the ground reporting (+91 percentage point difference between ‘more’ and ‘less’), contextual analysis and explanation (+82) and human stories (+72). By contrast, they plan to scale back service journalism (-42), evergreen content (-32), and general news (-38), which many expect to become commoditised by AI chatbots. At the same time, they think it will be important to invest in more video (+79) – including ‘watch tabs’ – more audio formats (+71) such as podcasts but a bit less in text output.
- In terms of off-platform strategies, YouTube will be the main focus for publishers this year with a net score of +74, up substantially on last year. Other video-led platforms such as TikTok (+56) and Instagram (+41) are also key priorities – along with working out how to navigate distribution through AI platforms (+61) such as OpenAI’s ChatGPT, Google’s Gemini and Perplexity. Google Discover remains a critical (+19), if slightly volatile, source of referral traffic, while some publishers are looking to find new audiences via newsletter platforms such as Substack (+8). By contrast, publishers will be deprioritising effort spent on old-style Google SEO (-25) – as well as traditional social networks Facebook (-23) and X (-52)
- Last year we predicted the emergence of ‘agentic AI’, but this year we can expect to start to see real-world impact of these more advanced technologies. Some sources suggest that there will soon be more bots than people reading publisher websites, as tools like Huxe and OpenAI’s Pulse offer personalised news briefings at scale. Three-quarters of our respondents (75%) expect ‘agentic tools’ to have a ‘large’ or ‘very large’ impact on the news industry in the near future.
- Alongside the traffic disruption from AI, news executives also see opportunities to build new revenue from licensing content (or a share of advertising revenue) within chatbots. Around a fifth (20%) of publisher respondents – mainly from upmarket news companies – expect future revenues to be substantial, with half (49%) saying that they expect a minor contribution. A further fifth (20%), mostly made up of local publishers, public broadcasters, or those from smaller countries, say they do not expect any income from AI deals.
- More widely, subscription and membership remain the biggest revenue focus (76%) for publishers, ahead of both display (68%) and native advertising (64%). Online and physical events (54%) are also becoming more important as part of a diversified revenue strategy. Reliance on philanthropic and foundation support (18%) has declined this year, after cuts of media support budgets in the United States and elsewhere.
- Meanwhile news organisations’ use of AI technologies continues to increase across all categories, with back-end automation considered ‘important’ this year by the vast majority (97%) of publisher respondents, many of whom integrated pilot systems into content management systems in the last year. Newsgathering cases (82%) are now the second most important, with faster coding and product development (81%) also gaining traction.
- Over four in ten (44%) survey respondents say that their newsroom AI initiatives are showing ‘promising’ results, but a similar proportion (42%) describe them as ‘limited’. Two-thirds of respondents (67%) say they have not saved any jobs so far as a result of AI efficiencies. Around one in seven (16%) say they have slightly reduced staff numbers but a further one in ten (9%) have added new roles/cost.
- The rise of news creators and influencers is a concern for publishers in two ways. More than two-thirds (70%) of our respondents are concerned that they are taking time and attention away from publisher content. Four in ten (39%) worry that they are at risk of losing top editorial talent to the creator ecosystem, which offers more control and potentially higher financial rewards.
- Responding to the increased competition and a shift of trust towards personalities, three-quarters (76%) of publisher respondents say they will be trying to get their staff to behave more like creators this year. Half (50%) said they would be partnering with creators to help distribute content, around a third (31%) said they would be hiring creators, for example to run their social media accounts. A further 28% are looking to set up creator studios and facilitate joint ventures.
More widely, could 2026 be the year when AI company stock valuations come down to earth with a bump, amid concerns about whether their trillion-dollar bets will pay back their investors? Meanwhile the amount of low-quality AI automated content, including so-called ‘pink slime’ sites, looks set to explode, with platforms struggling to distinguish this from legitimate news.
We can expect more public concern about the role of big tech in our lives. This may include individual acts of ‘Appstinence’ and other forms of digital detox and a desire for more IRL (In Real Life) connection. Governments will also come under pressure to do more to protect young and other vulnerable groups online, even in the United States.
The creator economy will continue to surge, fuelled by investments from video platforms and streamers. At the top end creators will look more like Hollywood moguls with big budgets and their own studio complexes. Within news, we’ll also see the emergence of bigger, more robust, creator-led companies delivering significant revenues as well as value to audiences – offering ever greater competition for traditional journalism…
Read the report in full: “Journalism, media, and technology trends and predictions 2026,” from @reutersinstitute.bsky.social.
* Marshall McLuhan
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As we ponder the prospects of the press, we might type a birthday note to John Baskerville, a pioneering English printer and typefounder, who was born on this date in 1706. Among Baskerville’s publications in the British Museum’s collection are Aesop’s Fables (1761), the Bible (1763), and the works of Horace (1770)– many printed on a stock he invented, “wove paper”, which was considerably smoother than “laid paper”, allowing for sharper printing results. And as for his fonts, Baskerville’s creations (including the famous “Baskerville,” a predecessor to the very similar Times New Roman) were so successful that his competitors resorted to claims that they damaged the eyes.
“What shall we do if we take ignorance to be knowledge?”*…
A.W. Ohlheiser on a new book, Invisible Rulers— an investigation of the ways in which technology has transformed power and influence– by Renée DiResta, a leader of the late, lamented Stanford Internet Observatory…
… The book examines and contextualizes how bad information and “bespoke realities” became so powerful and prominent online. She charts how the “collision of the rumor mill and the propaganda machine” on social media helped to form a trinity of influencer, algorithm, and crowd that work symbiotically to catapult pseudo-events, Twitter Main Characters, and conspiracy theories that have captured attention and shattered consensus and trust.
DiResta’s book is part history, part analysis, and part memoir, as it spans from pre-internet examinations of the psychology of rumor and propaganda to the biggest moments of online conspiracy and harassment from the social media era. In the end, DiResta applies what she’s learned in a decade of closely researching online disinformation, manipulation, and abuse, to her personal experience of being the target of a series of baseless accusations that, despite their lack of evidence, prompted Rep. Jim Jordan, as chair of the House subcommittee on Weaponization of the Federal Government, to launch an investigation.
There’s a really understandable instinct that, I think, a lot of people have when they read about online misinformation or disinformation: They want to know why it’s happening and who is to blame, and they want that answer to be easy. Hence, meme-ified arguments about “Russian bots” causing Trump to win the presidential election in 2016. Or, perhaps, pushes to deplatform one person who went viral by saying something wrong and harmful. Or the belief that we can content-moderate our way out of online harms altogether.
DiResta’s book explains why these approaches will always fall short. Blaming the “algorithm” for a dangerous viral trend might feel satisfying, but the algorithm has never worked without human choice. As DiResta writes, “virality is a collective behavior.” Algorithms can surface and nudge and entangle, but they need user data to do it effectively…
…
…So, what would work?
DiResta’s ideas for this echo conversations that have been happening among misinformation experts for some time. There are some things platforms absolutely should be doing from a moderation standpoint, like removing automated trending topics, introducing friction to engaging with some online content, and generally giving users more control over what they see in their feeds and from their communities. DiResta also notes the importance of education and prebunking, which is a more preventative version of addressing false information that focuses on the tactics and tropes of online manipulation. Also, transparency…
Misinformation: “Why lying on the internet keeps working,” @abbyohlheiser in @voxdotcom.
DiResta on her experience of harassment while at the Internet Observatory: “My Encounter with the Fantasy-Industial Complex” (gift article)
For more on prebunking, see “Fact or Fake? The role of knowledge neglect in misinformation” (source of the image above.
Also apposite: “Is social media fueling political polarization?“
On the other hand, there’s this consideration of misinformation in the larger epistemological context of all of the information available to us: “How Dangerous is Misinformation?“: “The problem with alarmism about “misinformation” is not that it is too pessimistic about the state of media and public discourse. The problem is that it is not pessimistic enough.” Caveat lector.
* Neil Postman, Amusing Ourselves to Death
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As we steel ourselves, we might recall that it was on this date in 1947 that Kenneth Arnold reported a UFO sighting; Arnold claimed that he saw a string of nine, shiny unidentified flying objects flying past Mount Rainier (in Washington State) at speeds that he estimated at a minimum of 1,200 miles an hour.
His was the first post-World War II sighting in the United States that attracted nationwide news coverage and is credited with being the first of the modern era of UFO sightings– including numerous reported sightings over the next two to three weeks. Arnold’s description of the objects led the press quickly to coin the terms flying saucer and flying disc as popular descriptive terms for UFOs.
After the 1947 UFO sighting, Arnold became famous “practically overnight.” Arnold’s daughter would later recall the family receiving 10,000 letters and constant phone calls. In the 1960’s Arnold entered politics, running as a Republican for Lieutenant Governor of Idaho. He lost to the Democratic incumbent.
“Man, sometimes it takes a long time to sound like yourself”*…
Ian Leslie on why we need to take control of our influences and what we can learn from artists about how to do so…
We live in age of social influence, and while there is no shortage of advice on how to take advantage of that – how to influence others, how to build a following, how to change minds – there is a dearth of thinking on how to be influenced. Which is odd, because that seems, to me, to be one of the key questions of the age…
Being influenced by others is inevitable and essential. But it’s also true that when we over-conform to influences, we surrender individuality. We get infected by harmful behaviours: smoking, anorexia, even suicide are all subject to social influence. We swallow conspiracy theories and false beliefs. We become mindless creatures of habit unable to imagine new possibilities. Conforming to influence can generate anxiety: we become worried that we’re not conforming well enough. There are externalities to be considered, too. Over-conformity is a kind of free-riding. The over-conformer takes from the shared pot of memes but fails to contribute to it. A society with too much imitation is liable to decay and degenerate, because it stops creating, thinking and innovating.
Each of us, then, has to try and strike a balance. Be impervious to social influence and you get closed off from the best that your fellow humans have to offer. Be defenceless against it and you become easily manipulable, boring, and unhappy.
But it’s harder than ever to strike this balance, because we live in societies where influence is everywhere, pressing upon us from all sides. We can instantly find out what strangers think, or at least what they say they’re thinking, on any given topic. We can consult with our friends every second of the day. It’s easier to outsource your opinions than ever; it feels good, it feels safe, to side with a crowd. There are higher costs to non-conformity, too: online communities assiduously police the boundaries of acceptable thought and behaviour…
… on the one hand, we have access to a broader range of information and insight than any generation in history, which ought to make us all more interesting. On the other, it’s very difficult, amidst the crossfire hurricane of influence, to think and act for yourself – to be you.
I could leave it there, with the conclusion that we’re all being influenced all the time and we’re not remotely prepared for how to manage these influences, and that maybe we should think about that a little more. But I want to add this: that there is a group of people who have a lot to teach us about how to live in the age of influence, because they have confronted this question with a special intensity for hundreds of years.
Artists (in the broad sense – painters, novelists, composers, etc) are pretty much defined by the struggle to be themselves; to absorb influences without surrendering to them; to be open to others and stubbornly individual. Consequently, artists have a different relationship to influence than the rest of us do. The core difference is this: artists do not absorb their influences passively. They choose their influences, and they choose how to be influenced by them…
Read on for sound advice: “How To Be Influenced,” from @mrianleslie via @TheBrowser.
Apposite: “The Age of Algorithmic Anxiety,” from @chaykak
* Miles Davis
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As we steal like an artist, we might recall that it was on this date in 1790 that the first U.S. patent was issued to Samuel Hopkins for an improvement “in the making of Potash and Pearlash by a new Apparatus and Process.” It was signed by then-President George Washington.
A number of inventors had been clamoring for patents and copyrights (which were, of course, anticipated in Article I, Section 8, Clause 8 of the Constitution), but the first session of the First Congress in 1789 acted on none of the petitions. On January 8, 1790, President Washington recommended in his State of the Union address that Congress give attention to the encouragement of new and useful inventions; and within the month, the House appointed a committee to draft a patent statute. Even then the process worked slowly: Hopkins’ patent was issued over six months later.
“Don’t be afraid to break things. Don’t be romantic. Don’t take the time to breathe. Don’t aim for perfect. And whatever you do, keep moving.”*…
Eric Feigl-Ding picked up his phone on the first ring. “Busy,” he said, when asked how things were going. He had just finished up an “epic, long” social media thread, he added — one of hundreds he’s posted about society’s ongoing battle with the coronavirus. “There’s so many different debates in the world of masking and herd immunity and reinfection,” he explained, among other dimensions of the pandemic. “We at FAS, we’ve been kind of monitoring all the debates and how we’re seeing signals in which the data goes one way, the debate goes the other,” he said, referring to his work with the Federation of American Scientists, a nonprofit policy think tank. He rattled off a rapid-fire sampler of hot-button Covid-19 topics: the growing anti-vaxxer movement, SARS-CoV-2 reinfection and antibodies, the body of research suggesting masks could decrease viral load, along with a quick mention of the debate among experts about what “airborne” means.
This whirlwind tour through viral Covid-19 themes felt like the conversational equivalent of Feigl-Ding’s Twitter account, which has grown by orders of magnitude since the dawn of the pandemic. The Harvard-trained scientist and 2018 Congressional aspirant posts dozens of times daily, often in the form of long, numbered threads. He’s fond of emojis, caps lock, and bombastic phrases. The first words of his very first viral tweet were “HOLY MOTHER OF GOD.”
Made in January, weeks before the massive shutdowns that brought U.S. society to a halt, that exclamation preceded his observation that the “R0” (pronounced “R-naught”) of the novel coronavirus — a mathematical measure of a disease’s reproduction rate — was 3.8. That figure had been proposed in a scientific paper, posted online ahead of peer review, that Feigl-Ding called “thermonuclear pandemic level bad.” Further in that same Twitter thread, he claimed that the novel coronavirus could spread nearly eight times faster than SARS.
The thread was widely criticized by infectious disease experts and science journalists as needlessly fear-mongering and misleading, and the researchers behind the pre-print had already tweeted that they’d lowered their estimate to an R0 of 2.5, meaning that Feigl-Ding’s SARS figure was incorrect. (Because R0 is an average measure of a virus’s transmissibility, estimates vary widely based on factors like local policy and population density; as a result, researchers have suggested that other variables may be of more use.) He soon deleted the tweet — but his influence has only grown.
At the beginning of the pandemic, before he began sounding the alarm on Covid-19’s seriousness, Feigl-Ding had around 2,000 followers. That number has since swelled to over a quarter million, as Twitter users and the mainstream media turn to Feigl-Ding as an expert source, often pointing to his pedigree as a Harvard-trained epidemiologist. And he has earned the attention of some influential people. These include Ali Nouri, the president of FAS, who brought Feigl-Ding into his organization as a senior fellow; the journalist David Wallace-Wells, who meditated on Feigl-Ding’s “holy mother of God” tweet in his March essay arguing that alarmism can be a useful tool; and former acting administrator of the Centers for Medicare and Medicaid Services Andy Slavitt. (“We all learn so much from you,” he tweeted at Feigl-Ding in July.) Ronald Gunzburger, senior adviser to Maryland Gov. Larry Hogan, even wrote a letter to Feigl-Ding attesting to how his “intentionally provocative tweet” in January “elevated the SARS-CoV-2 virus to the top of our priorities list.”
But as Feigl-Ding’s influence has grown, so have the voices of his critics, many of them fellow scientists who have expressed ongoing concern over his tweets, which they say are often unnecessarily alarmist, misleading, or sometimes just plain wrong. “Science misinformation is a huge problem right now — I think we can all appreciate it — [and] he’s a constant source of it,” said Saskia Popescu, an infectious disease epidemiologist at George Mason University and the University of Arizona who serves on FAS’ Covid-19 Rapid Response Taskforce, a separate arm of the organization from Feigl-Ding’s work. Tara Smith, an infectious disease epidemiologist at Kent State University, suggested that Feigl-Ding’s reach means his tweets have the power to be hugely influential. “With as large of a following as he has, when he says something that’s really wrong or misleading, it reverberates throughout the Twittersphere,” she said…
A scientist has gained popularity as Covid’s excitable play-by-play announcer. But some experts want to pull his plug: “Covid’s Cassandra: The Swift, Complicated Rise of Eric Feigl-Ding.”
* Social media “influencer” Gary Vaynerchuk
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As we interrogate influence, we might send bombastic birthday greetings to Ted Knight; he was born on this date in 1923. An actor and comedian, he was well-known as Henry Rush in Too Close for Comfort, and Judge Elihu Smails in Caddyshack; but he is surely most famous for his role as newscaster Ted Baxter on The Mary Tyler Moore Show.
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