Explore the implications for media credibility and public trust as technology continues to shape journalism.
A report by the Reuters Institute for the Study of Journalism highlights increasing global worries about AI’s role in news production and the spread of misinformation. These concerns add new challenges for newsrooms that are already finding it difficult to capture audience engagement.
Newsrooms worldwide are tackling the challenge of generative AI as companies like Google and OpenAI develop tools that can summarize information and divert traffic from news sites. However, a report found that consumers are wary of AI-generated news, especially on sensitive topics like politics. The survey revealed that 52% of U.S. and 63% of UK respondents are uncomfortable with news primarily created by AI, though they are more accepting of AI being used behind the scenes to aid journalists.
Nic Newman from the Reuters Institute noted the surprising level of suspicion about content reliability and trust. Concerns about online misinformation have increased, with 59% of respondents worried, rising to 81% in South Africa and 72% in the U.S., where elections are imminent. Additionally, news organizations face challenges with audiences’ reluctance to pay for subscriptions, with only 17% of respondents across 20 countries paying for online news, a figure that has stagnated for three years. In the U.S., 46% of subscribers pay discounted rates due to promotions.
Moving towards substitutes
In delivering news to users of popular online platforms such as TikTok, news influencers are assuming a larger role compared to mainstream media organizations.
According to a survey of over 5,600 TikTok users who use the app for news, 57% indicated they primarily follow individual personalities, while 34% prefer journalists or news brands.
These findings underscore the necessity for newsrooms to establish direct connections with their audiences while strategically utilizing platforms to engage harder-to-reach demographics, particularly younger audiences. “We observe that these influencers wield significant influence on these platforms,” noted Newman.
Vitus “V” Spehar, a TikTok content creator with 3.1 million followers, was highlighted by some respondents as a notable news personality. Known for a distinct style of delivering daily headlines while lying under their desk, Spehar aims to offer a less conventional perspective on current events compared to traditional news anchors who sit at desks.
Conducted across the U.S., UK, France, Argentina, and Brazil, the Digital News Report surveyed individuals to identify up to three mainstream or alternative news sources they follow. In the U.S., the top 10 individuals mentioned by respondents primarily offer political commentary rather than original news gathering, including figures like Tucker Carlson, Joe Rogan, and David Pakman.
Funded by the Thomson Reuters Foundation, the Reuters Institute for the Study of Journalism conducted the research.