Audience trust: journalists vs independent creators

Journalism faces a significant challenge in maintaining trust as audiences increasingly turn to online content creators who produce work resembling traditional journalism. Although journalism remains a cornerstone of democracy, it now competes with creators who often build large and deeply engaged followings, which rival (or even surpass) established news outlets. A new report suggests that this trend is driven by the contrasting ways journalists and creators connect with their audiences.

In The Future of Trustworthy Information, Julia Angwin explores the shifting dynamics of trust in the digital age. Through her work at the Shorenstein Center, she is exploring the roles of content creators and how they compete with, and can inform the work of traditional journalists. In particular, she examines their relationships through the lens of who today's audiences trust and why.

Building blocks of trustworthiness

Angwin adopts a trust framework from Roger C. Mayer's 1995 "Integrative Model of Organizational Trust," focusing on three key factors:

1. Ability: Competence in performing a task.
2. Benevolence: Motives that prioritize the audience's best interests.
3. Integrity: Adherence to principles that align with the audience's values.

These elements are critical for both creators and journalists but manifest differently in their practices.

Demonstrating ability

Traditional journalism emphasizes expertise in reporting processes-verifying facts, cultivating sources, and concise writing-but often fails to make this expertise transparent to the public. Reporters rarely highlight their qualifications, and newsroom norms discourage reliance on personal expertise. Efforts to enhance trust, such as detailed reporter biographies, remain underutilized and ineffective.

In contrast, creators highlight their expertise directly. Many specialize in specific domains, such as doctors debunking medical misinformation or leather workers analyzing luxury handbags, and prominently feature their credentials. They tailor storytelling to build trust by guiding audiences through evidence before reaching conclusions. They also emphasize visual storytelling, as today's audiences gravitate towards video-based content. The use of green screens capitalizes on this trend while reinforcing credibility by presenting data in real-time.

Perceived benevolence

Audiences increasingly question journalists' benevolence, with only 23% of Americans believing national news organizations prioritize the public's best interests. Skepticism stems from perceived political biases, sensationalism, and the profit motives of large media conglomerates. Individual journalists often struggle to overcome institutional distrust, especially when constrained by editorial policies.

Interestingly, audiences do not perceive creators as benevolent either. Particularly when it comes to product reviews, audiences are skeptical of trustworthiness. Creators counter this by positioning themselves as community servants. They frequently respond to audience requests and tailor content to viewer interests. Transparency about financial motives sets them apart; many creators decline brand partnerships or disclose them carefully, recognizing authenticity strengthens trust. This direct engagement fosters a perception of benevolence that journalists often lack.

Upholding integrity

Both journalists and creators navigate a low-trust digital environment where misinformation proliferates. Accusations of sensationalism or bias often undermine journalistic integrity, while creators address skepticism around product endorsements. To reinforce integrity, creators disclose sources, provide citations, and avoid overt monetization. Visual evidence and informal presentation styles humanize creators, enhancing their perceived honesty.

Implications for traditional journalism

The rise of content creators offers valuable lessons for journalism. Creators enter the digital space understanding that trust must be earned, not assumed. Their focus on transparency, responsiveness, and audience engagement contrasts with journalism's historical reliance on legacy credibility. This gap underscores the need for journalists to adopt practices that tangibly demonstrate trustworthiness. These practices include showcasing expertise, engaging directly with audiences, and maintaining transparency about financial and editorial motivations.

Journalists must prioritize meaningful accountability to rebuild trust with the public. They often need more consequences for mistakes than creators, who face immediate audience scrutiny for errors. Engaging directly with affected communities and investing in public editors and reader feedback mechanisms can enhance transparency and foster trust. While resource constraints are real, addressing the trust deficit is essential to journalism's core mission: holding power accountable. Small steps in this direction can help restore credibility and public confidence.

audience acquisition, consumer engagement, trust