How social media platforms are changing the way journalists work

By Hazel Kerrigan

The “platformisation” of society has led to many changes in how the world works, particularly in relation to journalism. The sector has been transformed by the increasingly central role of social media platforms which provide crucial information services.

Journalists are now operating in a contested middle ground where the authority of institutional elites is challenged by public involvement in the journalistic process. Journalism is no longer solely characterised by mass media, but is increasingly complemented by social media. While digital innovations have not redefined journalism, they have contributed to the way that journalists engage with their work.

Gone are the days of media consumers waiting for news bulletins — the public now has the information they need at the touch of an app. Social media has become the main source of news online with more than 2.4 billion users receiving their breaking news from Facebook, Twitter, YouTube and Instagram. Social media offers opportunities for news organisations to reach more people and it is social media platforms which are the major sources of news for younger audiences.

Social media has brought new characteristics to the work of journalists such as the increased prevalence of social interaction with readers and social media users. Throughout the Covid-19 pandemic, many journalists have used social media to build their reputation as purveyors of news, grow their audiences and expand their geographical reach. The public consume their news by following journalists on social media and, in Ireland, journalists such as Richard Chambers and Fergal Bowers have taken advantage of this to great effect during the pandemic.

The widespread use of social media has allowed journalists to gather real time information, gain reactions and assess public opinion during breaking stories. In the case of Twitter, it has emerged as a powerful news tool which has alerted the world to a myriad of events such as the death of Osama Bin Laden and the downfall of President Donald Trump. Journalism has potentially been enhanced by the ability of journalists to have real conversations with their audiences and observe real time debates, for example, in the form of comments and retweets on Twitter. The traditional one-way conversation has now become a dynamic two-way conversation.

The role of journalists, as outlined in normative theories, is to provide objective and accurate reporting without distorting or intervening in the news. However, the platform society produces too much content and it is often difficult for journalists and the public to ascertain the veracity of stories presented to them. In addition, such high volumes of news have led journalists and the public to question the source and legitimacy of news.

The accessibility of platforms has allowed the public to become citizen journalists and publishers themselves. As a result, journalism as a profession could lose its expert status and the overall quality of journalism could decline. The news industry must balance the need for shareable, likable and digestible news with the publication of quality journalism at a time when resources in the news industry are thinly stretched.

Social media has changed journalism forever and the future remains unclear. The news environment and consumption practices are evolving and the traditional news cycle is incorporating ordinary people to an ever-increasing degree. It cannot be denied that journalism has been profoundly affected and there has been a shift in the communicative orientation of journalism that puts an emphasis on dialogue, moderation and curation, instead of the unidirectional dissemination of news.

Journalists have realised that the world of social media has extraordinary news-gathering, engagement and distribution potential. As journalistic practices continue to evolve in the face of digital advances, it will be vital to strike a balance between utilising new resources and maintaining high standards which guarantee quality journalism.