By Sylvain Kwambi
The rise of social media has profoundly transformed journalistic practices, changing the way information is disseminated, produced, and consumed. Real-time coverage of events has become increasingly popular, thanks to formats like short videos and tweets. This spontaneity has reduced the time it takes to transmit information while democratising its production, with citizens contributing to journalism through platforms like Twitter or Instagram. Social media has also changed the economic models of media, with a loss of advertising revenue to platforms like Facebook and Google, pushing newspapers to adapt through digital subscriptions or collaborations.
Unlike an influencer, who focuses on creating engaging content, often with commercial motivations, a good journalist distinguishes themselves through several key elements that reflect integrity, rigor, and responsibility in handling information. Here are six elements that should mark this distinction:
1-Objectivity and Impartiality:
A journalist strives to present facts in a balanced way, without bias. The goal is to inform precisely and comprehensively, giving voice to all parties involved. In contrast, an influencer may have marked personal opinions and express subjective judgements, often influenced by commercial partnerships or a specific audience.
2-Fact-Checking:
Journalists follow strict protocols for verifying information before dissemination, cross-checking sources and validating data. Influencers, on the other hand, may sometimes spread unverified or sensational information for the sake of attractive content, without the same level of rigor.
3-Professional Ethics:
A good journalist adheres to a code of ethics, which includes transparency about sources, avoiding conflicts of interest, and respecting individuals’ privacy. Influencers, while they may have personal ethics, are not held to the same professional standards, and their relationships with brands can influence the way they communicate.
4-Depth of Analysis:
A journalist’s work involves an in-depth analysis of the subjects they cover, providing an informed and thoughtful perspective. Influencers, in their communication, often prioritise lighter, entertaining, or promotional content, with a lack of deep critical analysis.
5-Social Responsibility:
A journalist is aware of their role in society and considers the consequences of their words on the public. They aim to enlighten readers on social, political, or economic issues. While influencers also have an impact on their audience, their approach is more entertainment-oriented or product promotion-focused, and they may sometimes neglect the social impact of their messages.
6-Long-Term Commitment:
A journalist typically works in a sustainable manner, building long-term credibility with their audience. This includes a relationship of trust and respect, based on the quality and consistency of their work. Influencers, on the other hand, may be more focused on immediate success and engagement with their community on specific platforms, sometimes with a more opportunistic approach.
SCOR Media 