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About this talk

What does journalism look like in the social media era? Is the rise of the "influencer journalist" blurring the line between reporting, commentary and personal brand? As more journalists build their own audiences on TikTok, YouTube, Instagram, podcasts and Substack, the traditional relationship between reporter, publisher and reader is being reshaped. For some, this shift offers a way to bypass legacy gatekeepers, reach younger audiences and build more direct, independent relationships with readers and viewers. For others, it raises difficult questions about trust, accountability and what happens when a journalist's personality becomes inseparable from their reporting. Can creator-led journalism strengthen and democratise the profession, or will the incentives of social platforms risk rewarding opinion, outrage and personal branding over editorial rigour? And what does this mean for news organisations, can journalists maintain independence while building their own following, and will the next generation of reporters increasingly need to be creators as well as journalists?

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