Not Journalists, Not Neutral: The Influencer Era

We are living in a troubling era of media influencers. The problem isn’t that they exist; it’s that too many are treated like journalists when they aren’t. That distinction matters more than ever. Influencers are rewarded for popularity and profit, not verification, allowing misinformation to spread while weakening accountability, public understanding, and trust in evidence-based reporting.

Journalists operate—or at least should operate—under standards. They verify facts, provide context, correct errors, and ask uncomfortable questions. Through training and professional norms, they are expected to separate fact from opinion and to serve the public interest rather than personal brand growth.

Influencers, by contrast, answer primarily to algorithms and audiences. Their incentive structure rewards speed, certainty, and emotional impact. Accuracy and restraint are optional, not required. This doesn’t make influencers malicious or useless; it makes them different. Many are entertainers. Some are advocates. Others are simply people speaking confidently to a camera. But confidence is not credibility, and reach is not responsibility.

Online commentary thrives on clarity and conviction. Nuance rarely performs well. “I don’t know yet” doesn’t trend. As a result, opinions harden quickly, facts get simplified or distorted, and complex issues are reduced to shareable outrage. The information environment grows louder, more polarized, and increasingly detached from reality.

The danger emerges when these roles blur. When influencers are mistaken for journalists, audiences assume rigor where none is required—and accountability where none exists. Journalism is defined not by format but by responsibility. As the Society of Professional Journalists’ Code of Ethics states, journalists must take responsibility for the accuracy of their work. That obligation is the job.

Influencers don’t have that job description. They are not bound by ethical codes, editorial oversight, or correction standards unless they choose to be, and most platforms do not require it.

If this blog—or any video like it—counts as influence, let it be the kind that encourages better questions: Who is speaking? Why? And under what rules?

Democracy doesn’t depend on free speech alone. It depends on well-informed listeners.

(Tim Herrera is the author of “Public Speaking: Simple Steps to Improve Your Skills” and “Mastering Media: Strategies for Effective Communication in the Digital Age.”  You’ll find both Amazon.)