Can Social Media Journalism Stay Authentic as AI Transforms News?
Trust in media is slipping as social media and AI blur news authenticity. Experts stress that credibility and genuine connection are key to winning audiences.
The Rise of New Media: Can Social Media Journalism Stay Authentic in the AI Age
Date: June 7, 2025
Location: Mumbai, 22nd May
Trust in media is slipping as the distinction between news and content blurs. With algorithms shaping what people see, how can journalism maintain credibility? The recent episode of the “What India Needs!” podcast featured Rishi Pratim Mukherjee, CEO of JIST Media and Co-Founder of ScoopWhoop, discussing the state of digital journalism and the pressing need to restore trust.
Younger audiences are increasingly turning to Instagram Reels, YouTube Shorts, and WhatsApp forwards for news, challenging traditional media outlets to keep up. Mukherjee pointed out that many creators chase virality without clear direction, and the battle for credibility is far from over.
Is Traditional Media Dying? Or Just Evolving?
The media industry is shifting fast. With 71% of Indians preferring online news—and 49% getting news via social media platforms—the old guard is losing ground. The change is largely mobile-driven; 96% of Indian internet users access the web through smartphones.
"New media is here to rule," the podcast host noted, highlighting the surge of digital platforms. Mukherjee acknowledged that while legacy media companies still operate, their formats and distribution methods must change quickly.
"Some companies have been in denial until the captain saw the iceberg," he said. Digital disruption has moved faster than many traditional outlets can handle. As younger viewers migrate to social media for news, digital-native publishers like JIST Media experiment with formats, tone, and distribution to stay relevant.
Content, Algorithms, and the Death of Predictability
The rules for success in digital media have changed. Virality depends less on a loyal following and more on timing and format. Mukherjee explained, "You don’t need a million followers. One topical and well-timed reel can hit two million views."
But creators often lack full control. Platforms like Meta and YouTube act as “walled gardens,” providing limited data on content performance. Mukherjee compared this to “throwing darts in the dark,” as creators chase micro-trends without fully grasping platform dynamics.
Both agreed that depending on third-party platforms restricts publishers to a reactive stance rather than strategic planning.
Fake News, AI, and a Fragile Ecosystem
While new media offers speed and access, it also fuels misinformation—now amplified by artificial intelligence. AI has changed how content is created and manipulated.
At JIST, AI tools are used sparingly, for scripting and quick voiceovers. Mukherjee warned against overdependence, noting, "Fake news was already a problem. AI has only accelerated it."
He stressed the need to act now to avoid an AI-driven misinformation crisis. With trust in news at a low—40% of global audiences distrust it, according to the Reuters Institute—the conversation turned to regulation.
Mukherjee said responsibility cannot fall only on Meta or Google. Governments, platforms, and publishers must all contribute to effective rules that protect information integrity.
The Bottom Line: Content with Credibility Wins
As media evolves, trust remains the most valuable asset. Mukherjee put it simply: "Your tribe becomes your evangelist if you stay real."
Visibility through virality is temporary; credibility builds lasting relationships. Younger audiences quickly spot inauthentic content and clickbait, making genuine connection essential.
The challenge grows as AI blurs lines between truth and manipulation, but the core principles remain clear: clarity, consistency, and credibility build loyal communities.
For PR and communications professionals, this means focusing on authenticity while adapting to new formats and platforms. Staying informed about AI’s impact and understanding audience behavior will be key in maintaining trust.
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