The emergence of social media as the leading news source in the US marks a significant shift in media consumption trends, with 54% of Americans relying on platforms like Facebook, Twitter, and TikTok. A study by the Reuters Institute reveals that traditional news outlets are losing their influence, as a growing audience increasingly turns to news influencers. This trend is particularly evident among younger demographics, who are drawn to personalities like Joe Rogan, resulting in new avenues for political messaging, often free from traditional media scrutiny. Additionally, changes in user demographics on platforms like X indicate a polarization of news consumption.
According to the Reuters Institute, 54% of Americans now receive news from social media, compared to 50% from traditional television networks, marking a significant media shift.
The rise of news influencers, particularly on platforms like TikTok and YouTube, allows populist politicians to evade scrutiny from traditional journalists, changing the media landscape.
Joe Rogan's influence is notable, with 22% of those surveyed in the US engaging with his content post-inauguration, highlighting the power of personal branding in news.
Elon Musk's recent changes to X have resulted in a rightward shift in user demographics, leading to increased representation of right-leaning voices and a decrease on the left.
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