Journalism and social media - difficult relationships and a glimmer of hope on the horizon

Social media platforms lead journalists to a dilemma

On the one hand, journalists rely on social media in many helpful aspects of their work. To name just a few: For research to get in touch with potential sources, interact with the audience, to advertise their work and to find solidarity among journalist colleagues.

On the one hand, social media platforms for journalists prove to be extremely useful when it comes to contacting potential sources, interacting with the audience, promoting their work and finding solidarity among colleagues.

On the other hand, platforms such as Twitter and Facebook have a variety of problems, starting with the growing amount and intensity of online nuisance-such as hostility, trolling, doxing (also called doxxing), etc.-especially towards women and colored journalists. In addition, there is a constant risk that a wrong tweet calls an angry mob on the plan or could cost a journalist to work.

The degenerative development of large social media platforms regarding news reporting

As Charlie Warzel article with deep insight into the breeding ground of the large social media corporations in Silicon Valley in a " The Atlantic" , the relationship between big tech and journalism is much more complicated than it seems.

Promising beginnings in the early 2010s

The influence of online messages and social platforms on each other became clear in autumn 2013 when Facebook changed its algorithm and suddenly increased traffic on news sites. This meant that numerous news organizations became more visible.

In the following years, publishers pursued this trend to generate more clicks and ads, which improved their financial situation. Social media strategies were introduced to pack stories for a wide online audience. Many of these strategies were geared towards virality, but some were also used to use the reach of the large social networks.

The news cycles accelerated considerably. Despite the possibility of bringing new voices into the discourse through social media, the dominance of these platforms led to a herd instinct in reporting. News have been distributed, opinions were published and everything about social networks was shared, where journalists could easily follow which topics were popular to adapt their reporting accordingly.

In particular, the social media platform Twitter has played a new role as an order editor for news editorial offices, which triggered a real race to publish niche stories. This made certain journalists into influential online personalities and small stars, which in turn made the news procurement process more transparent.

However, the human representation of journalists on social media also led to increased attacks and harassment. Although traditional media encouraged their reporters to use social media for professional purposes, they were sensitive when personal opinions were expressed.

Toxic developments and social polarization

As a result of a strange, cyclical connection through viral advertising and commitment to social media platforms, which certain politicians, especially Donald Trump, gives a natural advantage in politics. Its polarizing statements go perfectly with the trend and ensure increased commitment. Trump's presence on social media not only brought fans and donations, but also justified intensive reporting in the media.

This cycle made it more popular and more and more reported. Between 2013 and 2017, political news content played a crucial role in the social media area. They led to toxic political discussions that were spread by huge, non-partisan Facebook pages.

An argumentative and provocative writing style became the standard language of social media . In these rooms, activists, journalists, propagandists, politicians and extremist groups met and converted the platforms into hostile battlefields with news as the main ammunition.

This toxicity meant that the public space became hostile to reasonable discussions and the audience was marginalized. The spread of content on social media thus contributed significantly to social polarization.

Demolation from the news business

In the past ten years, Silicon Valley has recognized that news is a confusing, costly and margin -weak business. A business that, if you are not careful, turn a "harmless CEO" an international villain and bring it to the congress.

From an economic perspective, it is therefore not surprising that the large technology companies have decided to completely withdraw from news content. After 2016, news on the boardrooms of these extensive platform providers were perceived as disturbing and less than a useful feature with which managers wanted to deal with.

Slowly, and then faster and faster, these companies distanced themselves from news. Facebook reduced the visibility of messages in the feeds of the users. Both Meta and Google limited the spread of news content (initially in Canada).

The head of Metas Instagram , Adam Mosseri, postulated that the latest social network threads would not make any efforts to emphasize or strengthen news content. Elon Musk shaked Twitter , supposedly as part of a reactionary political project against the press, and made decisions that led to his successor X was flooded with garbage.

explained in the New York Times (see source #2)

The large online platforms rise from the news business. ”

Changed reader behavior - media consumption in change

These observations on the paradigm shift of the platforms are generally correct, but there is still no important aspect for the overall picture.

According to Charlie Warzel, journalists often focus on how their work is spread or not. This creates the impression that algorithms and short-term, moody tech executives would only be responsible for the fact that journalistic work is not adequately valued and consumed.

It is true that platforms, especially Facebook, have pushed news organizations in the past to adapt their publication strategies, for example through drastic changes to videos, only to change the direction only by updating the algorithm or the manipulation of important key figures. They have also admitted that their platforms are used for dangerous propaganda that displaced legitimate information.

But there is also a less obvious and perhaps more existential side in marginalization and manipulation of messages through the tech industry. It's not just the platforms:

Readers also turn away from the traditional news media. ”

The latest study by the Pew Research Center shows that in 2021 or 2022 fewer adults regularly pursued messages than ever (see source #3) .

In total, 38 percent of American adults are watching the news, compared to a maximum value of 52 percent in 2018. Axios has analyzed data from various web traffic surveillance companies and found that news consumption has decreased significantly since 2020.

This decline took place despite significant events such as the war in Ukraine. Trust in the media has dropped sharply in recent years. The developments can also be observed in Germany, as the Reuters Institute Digital News Report 2023 shows for the use of news in Germany (see source #4).

This can be attributed to the wrong reporting and efforts of the right to delegitimize mainstream media. Local news agencies are slowly dying out, while younger people influencers and creators on platforms such as Instagram and Tiktok as trustworthy news sources.

In these contexts, trust is no longer based on high -quality reporting, but also on personal relationships with certain personalities.

What's next? Warzel dares a forecast

In her article, Charlie Warzel not only gives us a razor -sharp analysis of the status quo, but also provides us with a forecast from her professional perspective.

In their view, it would not be correct to say that news and comments will disappear completely. However, we could head for a future in which individual influencers reach a large audience and take back social networks and text -based media compared to video platforms with recommendation algorithms such as TikTok.

This could coincide with the ongoing loss of cultural power and the influence of news organizations. In a recently published article in the New Yorker John Herrman suggested that the 2024 presidential campaign "the first modern election in the United States without a minimum of viable central media" in order to shape broad political narratives (see source #5).

This does not have to be a negative development, but it will at least be confused and will be driven by increasingly opaque algorithms. Even if it may obviously be biased to say that a decline in traditional media could have destructive effects on journalism, our understanding of the world and public discourse, it is in the field of probable.

It will be observed that a creative -economic approach to messages shifts trust - from organizations with standards and established practices to individuals with their own incentives, agendas and influences.

If the era of freedom of information actually breaks down for everyone, its creation will carry a tragic element - or at least an irony. The limitless availability and immense distribution of social media could have been an ideal partnership for news, exactly the kind of relationship that strengthens trust in institutions and could promote long -term integrative reality.

But none of it happened. Social media have revealed the dark sides of journalism, while the news in turn brought the negative aspects of many social media to light.

The era of resistance (!?)

In view of these massive challenges for journalism and for the news world in general, the following central question arises:

What do media publishers and news editor -in -chief do to support and protect journalism in view of the increasing risks and challenges of social media? "

Inadequate social media guidelines and an ambivalent audience

In a study on the subject of digital journalism , attempts were made last year to find answers to this pressing question. The focus of the US study was on how journalists in the United States deal with the social media guidelines of their editorial team (see source #6).

The author, Jacob L. Nelson , conducted detailed interviews with 37 reporters, editors, publishers, freelancers and social media/audience engagement managers. He interviewed both current and former employees of different media (local and national, profit-oriented and non-profit, legacy media and digital media). Particular attention was paid to the experiences and thoughts of the journalists regarding the social media guidelines . Women and colored journalists were particularly taken into account because they are exposed to online nuisance more often.

The results of the study emphasize that, despite the outside and inside, journalists are often active on social media platforms such as Twitter, but receive little instructions or support to deal with the dangers there. The social media guidelines of news editors are criticized because they are demanding and mainly serve to maintain the image of the organization instead of protecting the journalists from harassment.

The statements suggest that a rethink in the support and guidance of journalists is necessary in dealing with social media.

The journalists surveyed seem to be ahead of their superiors with regard to the use of social media. They have recognized that personal and authentic interactions can offer professional opportunities online, but at the same time can also lead to personal attacks and allegations.

This duality is referred to as a “Twitter ridge hike” . Journalists want more support from their managers to better deal with the challenges and risks of their work in the digital age. Nevertheless, studies show that news organizations have so far done little to protect their employees from online nuisance.

The unpredictability of the social media audience, especially if contributions go viral or are unnoticed, caused frustration with journalists towards their managers. Traditional journalistic values ​​such as professionalism and neutrality are easier predictable in a permanent audience of a news agency than in the far more variable social media.

Some study participants questioned whether the audience really adheres to perfect objectivity or prefers to authenticity . Future research could help solve this riddle. There seems to be an ambivalence among the spectators who appreciate both objective news and opinions from journalists.

Message editors could possibly respond to the wishes of their audience to better understand their expectations of journalism and journalists.

What happens to journalism when social media loses its relevance?

Twitter for $ 44 billion in October 2022

You are now looking for protection on other, albeit less popular platforms. News organizations such as CBC, NPR and PBS are no longer active on Twitter and some doubts the future viability of the platform. Meta began to distance themselves from the media in 2022 by reducing the funds for US news publishers, publishing the content in Facebook's news tab.

Against this background, journalists from all over the world met in April last year in Perugia, Italy, for the 17th International Journalism Festival- #IJF23 -to discuss some of the most important topics with which the industry is confronted.

A panel discussion dealt intensively with the consequences of the decline of Twitter and the departure of Facebook from news for journalism. This was led by Mathew Ingram , the editor -in -chief of digital media at Columbia Journalism Review . Charlie Beckett , the head of Polis , the London School of Economics, also took part in the discussion as well as Emily Bell , director of the TOW Center for Digital Journalism at the Columbia Journalism School; and mitra Kalita , co -founder of URL Media .

The speakers discussed burning topics such as the Twitter exodus and highlighted the complex relationship between journalism and social media platforms as well as the need for journalists and media companies.

Holly sponsor summarized the key points in globally investigative journalism network as follows:

Before investigative journalists take the step to leave Twitter, you should ask yourself a number of questions:

• Do I have other networks in which I can work, build and strengthen target groups?
• What functions does Twitter currently offer me?
• Can these functions be replaced by other platforms or tools?

In addition, instead of permanently deleting your Twitter account, you will experiment with other social media sites such as Instagram , Tiktok , LinkedIn or even Twitter alternatives such as mastodon . The result could be pleasantly surprised.

Alternative media platforms for journalists

The usual markets of supply and demand also apply in journalism. Since both journalists and the public side are a strong need for serious and reliable news reporting, this is also increasingly recognized on the provider side. This is how we experience the market launch of promising alternative platforms to the social media giants dominated by big-tech.

mastodon

Above all, Mastodon to be a serious opponent for X & Co.. The decentralized network mastodon-referred to by many as the anti-twitter-according to several reports, absorbes (see source #8) .

The microblogging service Mastodon led an inconspicuous existence for a long time as a retreat for users who wanted to escape the overstimulation of commercial networks. However, with the announcement by Elon Musk to take on Twitter, the uncompromotive network experienced an enormous increase in users.

Over 500,000 new users flocked to the platform within a very short time, which led to a real increase in activity. Although this is only a fraction of Twitter users, there is a growing interest of institutions and media in mastodon.

German and European authorities as well as more and more companies and media are now focusing on the network.

Bluesky and the fedive

In the past, Meta has been heavily criticized for asking extensive personal data for Facebook, Instagram and Co. However, as CEO of Twitter, Musk follows a greater vision when he creates with the competition-just like Jack Dorsey, who supports the Twitter alternative bluesky .

Dorsey had previously emphasized that Twitter was in good hands under Musk's lead, but recently he has repeatedly expressed criticism of the decisions of the tech billionaire. Together with the managing director Jay Graber, he now wants to tackle the challenges of Twitter with the new Bluesky platform and lead the platform to success.

Some celebrities, such as the model Chrissy Teigen and the director James Gunn, are already present on the platform. Bluesky is decentralized, which means that the user data is not stored on a single server that belongs to a company. Instead, there is a network of different servers with independent administrators.

This concept is also referred to as fedive . Otherwise, bluesky is similar to a Twitter clone: ​​users can set a profile picture, a short biography and an advertisement name. In the app, similar to Twitter - you can react to others or provide them with a like.

In contrast to Twitter, there are two separate feeds: one for contributions from users who follow and a "What's Hot" area with popular articles.

The user numbers of bluesky are still relatively manageable, according to the editorial network Germany estimated at around 100,000 at the end of 2023 (see source #9) . The reason for this is that the platform was still in the beta phase at the time and users needed an invitation to join. Bluesky has been open to everyone since February 2024.

Even before the opening in February, Bluesky experienced an enormous increase in registrations and had to stop new registrations at times to prevent the app from collapsing. This could be related to a controversial decision by Elon Musk, who had introduced the reading restrictions for non-verified users-you can only read 600 posts a day, while verified users are allowed to read 6000 posts. Later Twitter increased these numbers a little. Musk justified this step by ensuring that he wanted to act against mass data scraping.

Overall, it shows that, despite initial challenges, Bluesky has a positive trend and takes constructive measures to protect and improve the platform.

Kivvon

Another ambitious player recently saw the light of day. The still relatively young Kivvon positions itself as a leading platform for media professionals, including publishers, media houses, journalists and content creator.

The innovative platform offers comprehensive support and resources for everyone who works in the media industry. Members have access to a growing network and tools that help you to implement journalistic projects more successfully.

The aim of the initiators - above all the media entrepreneur Coskun "Josh" Tuna - is to create a digital and sustainable place for journalism that focuses on creating, publishing, collection, distribution and networking of content as well as the public. This Claim reminds us of the noble beginnings of Twitter under Jack Dorsey.

The founder is preparing to sound no less than one of a new era of journalism with his platform, in which the needs of the readers: inside and the author: inside, focus. The promise of values ​​in particular emphasizes the promotion of trust, transparency and creativity.

As a media entrepreneur, Coskun Tuna is not a blank sheet in the industry, as well as a confessing family man and humanist.

As a series founder, he experienced ups and downs. With its previous company, Seeding Alliance GmbH, which today belongs to the Ströer Group, he has marketed online publications from various publishers and media houses for years. This led to the realization of an earlier entrepreneurial dream from 2007, namely to become active in the field of journalism and publishing.

He realized this dream by founding Kivvon Media GmbH.

If one looks at the start -up philosophy, the commitment to journalistic principles and humanistic values, then the platform can be desired by the heart of all success. Experience, know-how and the professional networking of the founder and his team are likely to come into play here.

The number of channels and content is still very manageable, but the platform is still very young and still in the beta phase. Mastodon has started in a similar way. With the right strategy, the necessary portion of passion and financial stamina, Kivvon is quite a lot to do. A few months ago, you can observe a steep visit to the platform a few months ago using traffic analyzes (we use Similarweb and Semrush).

Sources and references

1. Charlie Warzel in the Atlantic (2023): The Great Social Media-News Collapse , https://www.theatllantic.com/technology/archive/2023/11/social-media-news-readership-decline/675890/
2. The New York Times (2023): Silicon Valley Ditches News, Shaking to Unstable Industry , https://www.nytimes.com/2023/10/19/technology/News-social-media-traffic.html
3. PEW Research Center (2023): Americans Are Following The News Less Closely Than They Used to , https://www.pewreesearch.org/sshort-reeads/10/24/americans-following-the-news-less-they-they-the-to/
4. Behre, Julia; Hölig, Sascha; Möller, Judith (2023): Reuters Institute Digital News Report 2023 - Results for Germany . Hamburg: Verlag Hans-Bredow-Institut, June 2023 (working papers of the Hans Bredow Institute | Project results No. 67), https://doi.org/10.21241/SSOAR.8685
5. John Herrman in the New York Intelligencer (2023): The Nowhere Election , https://nymag.com/intelligencer/2023/07/the-2024-election-will-be-in-informational-nightmare.html
6. Jacob L. Nelson (2023): “Worse Than The Harassment Itself.” Journalists' Reactions to Newial Media Policies, https://www.andfonline.com/doi/full/10.1080/21670811.2022.2153072
7. Holly godfather in global investigative journalism network : what happens to journalism when social media sites loose their relevance? , https://gijn.org/stories/journalism-social-media-sites-lose-relevance/
8. Torsten Kleinz on Zdfheute : Microblogging service Mastodon: The anti-twitter takes off, https://www.zdf.de/nachrichten/panorama/mastodon-twitter-alternative-elon-musk-100.html