The Era of Influencer Journalism: Blurring the Lines Between Reporting and Branding
A special issue of Journalism and Media (ISSN 2673-5172).
Deadline for manuscript submissions: 31 December 2025 | Viewed by 894
Special Issue Editor
Interests: journalism; new media; podcasting; radio; television; political communication
Special Issue Information
Dear Colleagues,
The rise of social media has transformed the production, consumption, and dissemination of information, giving rise to the phenomenon known as “influencer journalism”. This refers to social media influencers—individuals with significant online followings—who act as intermediaries of news and information, often merging their personal brands with journalistic content. Similarly, the term “news influencers” is used for those who frequently discuss current events and civic issues on platforms such as Facebook, Instagram, TikTok, X (formerly Twitter), or YouTube, boasting at least 100,000 followers (Pew Research Center, 2024). According to the 2024 Reuters Institute Digital News Report, over half of the users on TikTok, Snapchat, and Instagram rely on these personalities for news instead of traditional outlets and journalists (Newman et al., 2024). A Pew Research Center report indicates that approximately one in five Americans regularly receive news from social media influencers, with this number including a notable 37% of adults under 30. The report notes that most news influencers are active on X (85%), with a significant presence on Instagram (50%) and YouTube (44%) as well (Pew Research Center, 2024).
Research by the Reuters Institute shows similar trends globally, revealing that in Brazil, social media personalities blend news with entertainment and opinion, with younger creators gaining popularity for explaining news or conducting investigations (Newman & Cherubini, 2025). The growing role of influencers in journalism was evident when the Democratic National Convention (DNC) provided media credentials to over 200 creators in order to cover Kamala Harris’ presidential nomination in late 2024. The journalism industry is alert as audiences move away from legacy media to social platforms, with many young people placing more trust in TikTok influencers than traditional journalists (Harlow, 2024).
This development raises critical questions about the credibility of the information shared by influencers, as they often do not adhere to traditional journalistic principles such as thorough verification and objectivity. The 2024 Reuters Institute Digital News Report highlights that the appeal of news influencers lies in their relatability and the perceived authenticity they offer. As trust in mainstream media declines, many individuals are turning to influencers with whom they feel a personal connection. These influencers often simplify complex topics, making news more engaging than traditional outlets (Newman et al., 2024). However, this blending of news and entertainment can lead to challenges, as critics argue it blurs the lines between factual reporting and opinion, potentially spreading mis- and disinformation. Despite these concerns, influencers are becoming vital players in the news landscape, frequently breaking stories more quickly than traditional media.
As influencer journalism gains momentum, it is essential to evaluate its impact on the media landscape and public discourse. This Special Issue will explore the complexities of influencer journalism and its implications for media practices, public perception, and the journalistic profession. We invite researchers, scholars, and practitioners to submit qualitative studies, quantitative analyses, case studies, and theoretical explorations that can illuminate the multifaceted nature of influencer journalism. Suggested areas of exploration include, but are not limited to, the following:
- The role of social media influencers in shaping public discourse, influencing news consumption patterns, and redefining the parameters of journalistic credibility.
- The impact of influencer culture on public trust in traditional media outlets.
- Ethical dilemmas faced by influencer journalists, including issues of transparency regarding sponsorship and advertising.
- The potential for mis- and disinformation and the impact of commercial interests on journalistic integrity.
- Case studies of successful collaborations between journalists and influencers.
- Innovative strategies that enhance storytelling and audience engagement while maintaining journalistic standards.
- Strategies for media organizations to adapt to the influencer-driven information ecosystem.
- The dynamics of authenticity and credibility in influencer-driven narratives.
- Comparative analyses of influencer journalism across different cultural and geographic contexts.
References
Harlow, S. (Ed.). (2024). Content Creators and Journalists: Redefining News and Credibility in the Digital Age. Knight Center for Journalism in the Americas, University of Texas at Austin. Unesco. Retrieved from: https://knightcenter.utexas.edu/wp-content/uploads/2024/10/Content-Creator-and-Journalists.pdf
Newman, N., Fletcher, R., Robertson, C. T., Ross Arguedas, A. & Nielsen, R. K. (2024). Reuters Institute Digital News Report 2024 (Report). Reuters Institute for the Study of Journalism. University of Oxford. https://doi.org/10.60625/risj-vy6n-4v57
Newman, N. & Cherubini, F. (2025). Journalism and Technology Trends and Predictions 2025. Reuters Institute for the Study of Journalism. University of Oxford. https://doi.org/10.60625/risj-vte1-x706
Pew Research Center (November 18, 2024). “America’s News Influencers”. The creators and consumers in the world of news and information on social media. Pew Research Center report from the Pew-Knight Initiative. Retrieved from: https://www.pewresearch.org/wp-content/uploads/sites/20/2024/11/PJ_2024.11.18_news-influencers_report.pdf
Dr. Ricardo Morais
Guest Editor
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Keywords
- influencer journalism
- news influencers
- social media
- news consumption
- journalistic principles
- branded content
- disinformation
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