Social Media Influencers Shaping News Consumption Habits in America
Approximately 20% of Americans rely on social media influencers for news updates. Influencers cover a range of topics, with a focus on politics, social issues, and international events. Both political parties actively engage with influencers to reach out to voters.
This trend is consistent across both Republicans and Democrats, highlighting the significant impact of digital personalities on shaping public opinion.
The study, based on a survey of over 10,000 U.S. adults and an analysis of social media content from influencers, sheds light on how Americans engaged with news during the recent U.S. presidential campaign, which culminated in the victory of President-elect Donald Trump.
These influencers, with over 100,000 followers on platforms like Facebook, Instagram, YouTube, and TikTok, play a crucial role in disseminating information on current events, politics, and social issues. The report found that the majority of these influencers have no affiliation with traditional media organisations, with many expressing diverse political viewpoints.
During the presidential campaign, influencers from both political parties were actively courted by political campaigns to reach out to voters who increasingly rely on non-traditional news sources. The Republican and Democratic national conventions even accredited influencers to cover their events, showcasing the growing influence of these digital personalities in mainstream politics.
The report also highlights that news influencers predominantly focus on political content, followed by social issues like race and abortion, as well as international events such as the Israel-Hamas conflict. Despite concerns about misinformation, many Americans believe that influencers have helped them better understand current events.
Interestingly, the study found that racial minorities, young adults, and individuals with lower incomes are more likely to consume news from influencers. While most respondents feel that influencers have enhanced their understanding of current affairs, a small percentage admit to feeling confused by the information presented.
In an era where social media plays a pivotal role in shaping public discourse, the rise of news influencers raises questions about the credibility and reliability of information shared online. With influencers not bound by traditional editorial standards, there are concerns about the potential spread of misinformation and the influence of external actors on public opinion.
Approximately 20% of Americans rely on social media influencers for news updates.
Influencers cover a range of topics, with a focus on politics, social issues, and international events.
Both political parties actively engage with influencers to reach out to voters.
Source: AP NEWS