A report released Monday by the Pew Research Center reveals that approximately one in five Americans regularly turn to digital influencers for news, with a similar proportion among both Republicans and Democrats. The findings highlight the growing role of social media platforms like X (formerly Twitter) in shaping news consumption during the recent presidential campaign.
The study, which surveyed over 10,000 U.S. adults and analyzed social media posts from influencers, indicates a significant shift in how Americans access information. Influencers, defined in the report as individuals with over 100,000 followers who actively discuss current events through various platforms—such as Facebook, Instagram, YouTube, X, and TikTok—are becoming increasingly prominent sources of news.
The report noted that these influencers primarily focus on political topics, followed by social issues such as race and abortion, and international events like the Israel-Hamas conflict. Notably, 63% of the influencers analyzed are men, and 77% have no formal affiliation with traditional media organizations. Among those who did express a political orientation, slightly more identified as conservative than liberal.
During the election cycle, both major political parties actively engaged with influencers to reach voters, recognizing the importance of these non-traditional news sources. Influencers were credentialed to cover national conventions, and high-profile interviews were conducted with political figures, including Vice President Kamala Harris and former President Donald Trump, aimed at appealing to younger demographics.
Galen Stocking, a senior computational social scientist at Pew, emphasized the significance of this trend, stating, “These influencers have really reached new levels of attention and prominence this year amid the presidential election.” The report underscores the need to understand who is behind these popular accounts, which often operate outside the traditional news framework.
The analysis found that racial minorities, young adults, and individuals with lower incomes were more likely to rely on news influencers for information. While many respondents reported that these influencers helped them better understand current events, about a quarter felt that the information provided had little impact on their understanding, and 9% indicated that it had confused them further.
Concerns persist regarding the potential for misinformation, as many influencers do not adhere to established editorial standards. Nevertheless, some influencers have emerged as voices for underrepresented perspectives on social media.
The Pew report also highlighted that 70% of survey respondents believe the news they receive from influencers differs significantly from traditional news sources, with a quarter describing it as “extremely or very different.” Interestingly, TikTok was noted as the only major platform where right-leaning influencers did not outnumber their liberal counterparts, with a notable presence of influencers supporting LGBTQ+ rights.
As the media landscape continues to evolve, the influence of social media personalities on public discourse and news consumption is likely to grow, prompting ongoing discussions about the implications for journalism and information integrity.
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