"Creators are also having an increasingly important political impact, with Donald Trump courting popular YouTubers and podcasters such as Joe Rogan and the Nelk Boys in the run-up to his 2024 election victory. The recent murder of activist and podcaster Charlie Kirk, and the coverage of the aftermath, reminds us of the critical role these personalities are now playing in shaping both public opinion and political narratives."
"Pew Research finds that around a fifth (21%) of adults in the United States (US) and more than a third of Under-30s (37%) now regularly get news from so-called creators or influencers, with the majority of these saying that the way these personalities present the news helps them better understand current events and civic issues (Stocking et al. 2024)."
News creators and influencers on social and video networks constitute a growing news source that can outperform traditional news brands for attention on certain platforms. Survey data finds around a fifth (21%) of US adults and 37% of under-30s regularly get news from creators, and many say such presentation improves understanding of events and civic issues. Creators are exerting rising political influence through interactions with high-profile politicians and engagement in election contexts. In some countries creators provide critical or alternative viewpoints where mainstream media is restricted. Audience concerns persist about reliability and documented instances of false or misleading content.
Read at Reuters Institute for the Study of Journalism
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