If you’d once told any TV news talent agent who’s been in the business for several decades that there would come a day that people would get their news from completely unqualified people on phones with screens, they would have laughed.
Part of their amusement would have been the notion of phones with screens. But it would have been inconceivable that just any one person could get on a screen and rattle off information that could grab the attention of sometimes large audiences.
This is all part of the dangerous rise of newsfluencers. And TV news talent see them as gunning for their jobs.
What Is a Newsfluencer?
A newsfluencer is nothing more than a social media creator who curates, comments on, and delivers current events directly to his or her followers. It’s usually someone with charisma who attempts to make the news more accessible and digestible. They’re all over TikTok, YouTube, and Instagram, to name a few.
Whether consciously or subconsciously, these laypeople with no experience or training in broadcast journalism often share mis- or even disinformation with the intent of getting more followers. This may seem innocent enough. Yet millions of users, especially the younger-leaning audiences, cite them as their primary source for news. And this can pose a severe threat to their psychological well-being as well as democracy as a whole.
The Dangerous Rise of Newsfluencers
Part of what makes newsfluencers so dangerous is the bond they create with their audience. They speak casually and with humor, often from their bedroom or living room to present themselves more as a trusted friend. In doing so, their followers are less likely to question the validity of what they speak. Over time, they further construct these toxic echo chambers to create a sort of collective antagonism that leaves their audience to even vehemently turn against facts or opposing viewpoints.
But that’s just the tip of the iceberg. There are many actions newsfluencers take that pose a threat. They are as follows:
Cripple Critical Thinking
Topics such as geopolitics, healthcare, and economics are highly nuanced. But because newsfluencers are required to condense issues to 60-second formats, that nuance is stripped away and requires no critical thinking. They essentially take heady and involved topics and whittle them down to a ‘good vs. bad’ narrative that distorts how their viewers see the world.
Monetize on Anger and Hate
The main objective of broadcast journalists (depending, of course, on the news outlet that writes their paycheck) is to report facts objectively to educate and inform the public. Newsfluencers, on the other hand, are trying to improve their metrics such as likes and shares.
And since the algorithms prioritize content that gets people worked up into a tizzy of outrage, fear, and division, newsfluencers are financially rewarded to sensationalize normal headlines. Anger drives the highest engagement and keeps their viewers hooked. So that’s their currency.
Avoid Fact-Checking or Being Accountable
Traditional newsrooms must operate under strict standards and codes of ethics. Newsfluencers are mavericks. Mostly independent and unregulated, nearly two-thirds of them do not verify the accuracy of information before broadcasting it to their audiences. They simply screenshot headlines, then read to the beginning of the article while reacting to it in real-time. There’s no context.
What’s more, if the newsfluencer gets something wrong, he or she isn’t going to be scrutinized or be legally liable. They can simply delete the video or use the “I was just sharing my opinion” defense.
Not Disclosing Their Motives
When a news outlet broadcasts an opinion piece, editorial board, or a sponsored advertisement, they are required to disclose this. Newsfluencers, however, are not held to the same standards and tend to overlook this. Especially when they’re getting paid by political campaigns, government entities, and corporate PR firms to promote their agendas.
This creates some pretty serious conflicts of interest. Meanwhile, their audiences are none the wiser that they’re consuming paid propaganda. And if the newsfluencer is very financially savvy (i.e. corrupt), he or she will build a trusting audience, then pivot and sell unverified products or investments to them. Because at the end of the day, it’s only about making a buck.
Don’t Let Newsfluencers Get You Down
The dangerous rise of newsfluencers is no doubt a drag. And even scary. But that doesn’t mean they’ll put an end to broadcast journalists.
So if you’re a TV news reporter, anchor, sports reporter, or meteorologist, and you want to know where the best jobs are, contact nationally renowned TV news talent agent Mort Meisner today.
With over 30 years of experience, he’s evolved to keep up with the latest trends and changes in the industry. But no matter what, he always works from passion, integrity, and truth. Period.
