Journalism and Social Media – Difficult Interdependencies and a Glimmer of Hope on the Horizon

Social media platforms put journalists in 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 contact potential sources, to interact with the public, to promote their work, and to find solidarity among fellow journalists.

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

On the other hand, platforms like Twitter and Facebook bring with them a host of problems, starting with the growing quantity and intensity of online harassment—such as hostility, trolling, doxing, etc.—particularly against women and journalists of color. Furthermore, there is the constant risk that a single inappropriate tweet could unleash an angry mob or cost a journalist their job.

The degenerative development of large social media platforms with regard to news reporting

As Charlie Warzel article for " The Atlantic," offering in-depth insights into the breeding ground of the big social media companies in Silicon Valley , the relationship between Big Tech and journalism is much more complicated than it seems.

Promising beginnings in the early 2010s

The mutual influence of online news and social media platforms became evident in the fall of 2013 when Facebook changed its algorithm and suddenly saw a significant increase in traffic to news sites. This led to numerous news organizations gaining greater visibility.

In the following years, publishers pursued this trend to generate more clicks and advertising revenue, which improved their financial situation. Social media strategies were implemented to package stories in an appealing way for a broad online audience. Many of these strategies aimed for virality, but some also focused on leveraging the reach of the major social networks.

News cycles accelerated considerably. Despite the possibility of introducing new voices into the discourse through social media, the dominance of these platforms led to a herd mentality in reporting. News was disseminated, opinions on it were published, and everything was shared via social networks, where journalists could easily track which topics were popular in order to adjust their reporting accordingly.

In particular, the social media platform Twitter has assumed a new role as a commissioned editor for newsrooms, triggering a veritable race to publish niche stories. This has turned certain journalists into influential online personalities and minor celebrities, which in turn has made the news gathering process more transparent.

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

Toxic developments and societal polarization

In politics, a curious, cyclical relationship has emerged through viral advertising and engagement on social media platforms, giving certain politicians, particularly Donald Trump, a natural advantage. His polarizing statements fit perfectly with this trend and generate increased engagement. Trump's presence on social media not only brought him fans and donations but also justified intensive media coverage.

This cycle made him increasingly popular and therefore increasingly newsworthy. Between 2013 and 2017, political news content played a crucial role in social media. It led to toxic political discussions amplified by huge, nonpartisan Facebook pages.

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

This toxicity led to a hostile public sphere for reasoned discussion and the marginalization of the public. The spread of content on social media thus contributed significantly to societal polarization.

Turning away from the news business

Over the past decade, Silicon Valley has realized that news is a complex, expensive, and low-margin business. A business that, if you're not careful, can turn a "harmless CEO" into an international villain and bring him before Congress.

From an economic perspective, it is therefore not surprising that the major technology companies decided to withdraw completely from news content. After 2016, news was perceived in the boardrooms of these high-reach platform providers as more of a nuisance than a useful feature that executives wanted to engage with.

Slowly, and then ever more rapidly, these companies distanced themselves from news. Facebook reduced the visibility of news in users' feeds. Both Meta and Google restricted the distribution of news content (initially in Canada).

The head of Meta's Instagram , Adam Mosseri, postulated that the newest social network, Threads, would make no effort to emphasize or amplify news content. Elon Musk rocked Twitter , allegedly as part of a reactionary political project against the press, and made decisions that resulted in its successor, X, being flooded with garbage.

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

The major online platforms are withdrawing from the news business.”

Changing reader behavior – media consumption in transition

These observations about the paradigm shift of the platforms are fundamentally correct, but one important aspect is still missing for the overall picture.

According to Charlie Warzel, journalists often focus on how their work is disseminated, or not. This creates the impression that algorithms and short-sighted, capricious tech executives are solely responsible for the fact that journalistic work is not sufficiently valued and consumed.

It is true that platforms, especially Facebook, have in the past pressured news organizations to adjust their publishing strategies, for example by drastically shifting to video, only to then change course again through an algorithm update or the manipulation of key metrics. They have also allowed their platforms to be used for dangerous propaganda that crowds out legitimate information.

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

Readers are also turning away from traditional news media.”

The latest study from the Pew Research Center shows that in 2021 or 2022, fewer adults regularly followed the news than ever before (see source #3) .

Overall, 38 percent of American adults follow the news closely, compared to a peak of 52 percent in 2018. Axios analyzed data from various web traffic monitoring companies and found that news consumption has declined sharply since 2020.

This decline occurred despite significant events such as the war in Ukraine. Trust in the media has fallen sharply in recent years. These trends can also be observed in Germany, as shown in the Reuters Institute Digital News Report 2023 on news consumption in Germany (see source #4).

This can be attributed to misinformation and efforts by the right wing to delegitimize mainstream media. Local news outlets are slowly dying out, while younger people influencers and creators on platforms like Instagram and TikTok as trustworthy news sources.

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

What happens next? Warzel ventures a prediction

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 point of view.

From their perspective, it would be inaccurate to claim that news and comments on this topic will disappear completely. However, we could be heading towards a future in which individual influencers reach a large audience, and social networks and text-based media fade into the background compared to video platforms with recommendation algorithms like TikTok.

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

This need not be a negative development, but it will at the very least be convoluted and driven by increasingly opaque algorithms. While it may seem biased to suggest that a decline in traditional media could have devastating effects on journalism, our understanding of the world, and public discourse, it is nonetheless within the realm of possibility.

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

Should the era of freedom of information truly dawn for all, its emergence will contain a tragic element—or at least an irony. The boundless availability and immense reach of social media could have represented an ideal partnership for news, precisely the kind of relationship that could strengthen trust in institutions and foster a long-term, inclusive reality.

But none of that happened. Social media has exposed the dark side of journalism, while the news, in turn, has brought to light the negative aspects of many social media platforms.

Era of Resistance (!?)

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

What are media publishers and news editors doing to support and protect journalism in the face of the increasing risks and challenges of social media?

Inadequate social media guidelines and an ambivalent audience

A study on digital journalism conducted last year attempted to answer this pressing question. The US study focused on how journalists in the US deal with their newsroom's social media guidelines (see source #6).

The author, Jacob L. Nelson , conducted in-depth interviews with 37 reporters, editors, publishers, freelancers, and social media/audience engagement managers. He interviewed both current and former employees of various media outlets (local and national, for-profit and non-profit, legacy and digital). Particular attention was paid to the journalists' experiences and thoughts regarding social media guidelines . Female and Black journalists were given special consideration, as they are more frequently subjected to online harassment.

The study's findings highlight that despite external and internal pressures, journalists are often active on social media platforms like Twitter, yet receive little guidance or support in navigating the dangers they face. Newsroom social media guidelines are criticized for being demanding and primarily aimed at protecting the organization's image rather than safeguarding journalists from harassment.

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

The journalists interviewed appear to be ahead of their superiors in their use of social media. They have recognized that personal and authentic online interactions can offer professional opportunities, but can also lead to personal attacks and accusations.

This duality is known as the “Twitter tightrope walk .” Journalists want more support from their managers to better cope with the challenges and risks of their work in the digital age. Nevertheless, studies show that news organizations have done little so far to protect their employees from online harassment.

The unpredictability of social media audiences, especially when posts go viral or are ignored, has led to frustration among journalists and their managers. Traditional journalistic values ​​such as professionalism and neutrality are more easily predictable within the stable audience of a news agency than in the far more variable world of social media.

Some study participants questioned whether the public truly ​​complete objectivity or authenticity . Future research could help solve this puzzle. There seems to be an ambivalence among viewers, who appreciate both objective news reports and journalists' opinions.

Newsrooms could potentially be more responsive to the wishes of their audience in order to better understand their expectations of journalism and journalists.

What happens to journalism when social media loses its relevance?

Since Elon Musk acquired Twitter Privacy concerns, an increase in hate speech, and Musk's general hostility towards the media have led countless journalists to turn their backs on the platform.

They are now seeking refuge on other, albeit less popular, platforms. News organizations like CBC, NPR, and PBS are no longer active on Twitter, and some doubt the platform's long-term viability. Additionally, Meta distancing itself from the media by cutting funding for US news outlets that publish content in Facebook's News tab.

Against this backdrop, journalists from around the world met in Perugia, Italy, last April for the 17th International Journalism Festival – #IJF23 – to discuss some of the most important issues facing the industry.

A panel discussion focused intensively on the consequences of Twitter's decline and Facebook's shift away from news for journalism. It was moderated by Mathew Ingram , editor-in-chief for digital media at Columbia Journalism Review . Participants included Charlie Beckett , head of Polis , the media institute at the London School of Economics; Emily Bell , director of the Tow Center for Digital Journalism at Columbia Journalism School; and Mitra Kalita , co-founder of URL Media .

The speakers discussed pressing issues 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 to adapt.

Holly Pate summarized the key points in the Global Investigative Journalism Network as follows:

Before investigative journalists take the step of leaving Twitter, they should ask themselves a number of questions:

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

Furthermore: Instead of permanently deleting your Twitter account, experiment with other social media platforms such as Instagram , TikTok , LinkedIn , or even Twitter alternatives like Mastodon . The result might pleasantly surprise you.

Alternative media platforms for journalists

Journalism, too, is subject to the usual market forces of supply and demand. Since there is a strong need for serious and reliable news reporting on both the part of journalists and the public, this is increasingly being recognized by providers. As a result, we are witnessing the market launch of promising alternative platforms to the social media giants dominated by Big Tech.

mastodon

Above all, Mastodon to be developing into a serious competitor for X & Co. The decentralized network Mastodon – described by many as the anti-Twitter – is reportedly gaining momentum (see source #8) .

The microblogging service Mastodon long led an inconspicuous existence as a refuge for users seeking to escape the information overload of commercial networks. However, with Elon Musk's announcement of his acquisition of Twitter, the non-commercial network experienced a massive surge in users.

Over 500,000 new users flocked to the platform in a very short time, leading to a veritable surge in activity. Although this is only a fraction of Twitter's users, it demonstrates a growing interest in Mastodon from institutions and the media.

German and European authorities, as well as an increasing number of companies and media outlets, are now focusing their attention on the network.

Bluesky and the Fediverse

Meta has been heavily criticized in the past for collecting extensive personal data for Facebook, Instagram, and other platforms. However, as CEO of Twitter, Musk has a broader vision when he takes on the competition – as does Jack Dorsey, who backs the Twitter alternative Bluesky .

Dorsey had previously emphasized that Twitter was in good hands under Musk's leadership, but recently he has repeatedly criticized the tech billionaire's decisions. Together with CEO Jay Graber, he now intends to tackle Twitter's challenges with the new platform Bluesky and lead it to success.

Several celebrities, such as model Chrissy Teigen and director James Gunn, are already on the platform. Bluesky is decentralized, meaning that user data is not stored on a single server owned by one company. Instead, there is a network of different servers with independent administrators.

This concept is also known as the Fediverse . Otherwise, Bluesky resembles a Twitter clone: ​​users can set a profile picture, a short bio, and a display name. Within the app, they can—similar to Twitter—post content, react to others, or like their posts.

Unlike Twitter, however, there are two separate feeds: one for posts from users you follow, and a “What’s Hot” section with popular posts.

Bluesky's user numbers are still relatively small, estimated at around 100,000 by the end of 2023 RedaktionsNetzwerk Deutschland (see source #9) . This is because the platform was still in its beta phase at that time, and users needed an invitation to join. Bluesky has been open to everyone since February 2024.

Even before its launch in February, Bluesky experienced a massive surge in registrations and had to temporarily halt new sign-ups to prevent the app from crashing. This could be related to a controversial decision by Elon Musk, who introduced reading limits for unverified users – they could only read 600 posts per day, while verified users were allowed 6,000. Twitter later increased these limits slightly. Musk justified this move by saying he wanted to combat mass data scraping.

Overall, it appears that despite initial challenges, Bluesky is experiencing a positive trend and is taking constructive measures to protect and improve the platform.

KiVVON

Recently, another ambitious player emerged. The relatively young KiVVON positions itself as a leading cross-platform solution for media professionals, including publishers, media companies, journalists, and content creators.

This innovative platform offers comprehensive support and resources for everyone working in the media industry. Members gain access to a growing network and tools that help them implement journalistic projects more successfully.

The goal of the initiators – above all media entrepreneur Coskun “Josh” Tuna – is to create a digital and sustainable space for journalism that puts the creation, publication, collection, distribution, and networking of content, as well as audience engagement, back at the center. This claim reminds us of the glorious beginnings of Twitter under Jack Dorsey.

The founder aims to usher in nothing less than a new era of journalism with his platform, by focusing equally on the needs of both readers and authors. The platform's value proposition particularly emphasizes the promotion of trust, transparency, and creativity.

Coskun Tuna is a well-known figure in the media industry as a media entrepreneur, and also a self-confessed family man and humanist.

As a serial entrepreneur, he has experienced highs and lows. With his previous company, Seeding Alliance GmbH, which is now 70% owned by the Ströer Group, he marketed online publications from various publishers and media companies for many years. This led to the realization of an earlier entrepreneurial dream from 2007: to become active in the field of journalism and publishing.

He realized this dream by founding KiVVON Media GmbH.

Considering the founders' philosophy, their commitment to journalistic principles and humanistic values, the platform deserves every success. The experience, know-how, and professional network of the founder and his team should certainly prove beneficial.

The number of channels and content is still very manageable, but the platform is still very young and in its beta phase. Mastodon launched in a similar way. With the right strategy, the necessary passion, and financial staying power, KiVVON certainly has the potential to achieve great things. A few months ago, traffic analyses (we use SimilarWeb and SEMrush) already showed a steep increase in visitors to the platform.

Sources and references

1. Charlie Warzel in The Atlantic (2023): The Great Social Media–News Collapse , https://www.theatlantic.com/technology/archive/2023/11/social-media-news-readership-decline/675890/
2. The New York Times (2023): Silicon Valley Ditches News, Shaking an 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.pewresearch.org/short-reads/2023/10/24/americans-are-following-the-news-less-closely-than-they-used-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 (Hans-Bredow-Institute Working Papers | Project Results No. 67), https://doi.org/10.21241/ssoar.8685
5. John Herrman in New York Intelligencer (2023): The Nowhere Election , https://nymag.com/intelligencer/2023/07/the-2024-election-will-be-an-informational-nightmare.html
6. Jacob L. Nelson (2023): “Worse than the Harassment Itself.” Journalists' Reactions to Newsroom Social Media Policies, https://www.tandfonline.com/doi/full/10.1080/21670811.2022.2153072
7. Holly Pate on the Global Investigative Journalism Network : What Happens to Journalism When Social Media Sites Lose Their Relevance? , https://gijn.org/stories/journalism-social-media-sites-lose-relevance/
8. Torsten Kleinz on zdfheute : Microblogging service Mastodon: The anti-Twitter is gaining momentum, https://www.zdf.de/nachrichten/panorama/mastodon-twitter-alternative-elon-musk-100.html