A deep dive into the evolving media landscape
The result of the U.S. presidential election was undoubtedly influenced by social media, particularly by X, associated with Elon Musk — and even seemingly minor events, like an independent podcast with Joe Rogan, impacted the campaign. What once took decades to reach our region, Central Europe, from across the Ocean now happens in mere moments: in Romania, a recent presidential election result was annulled due to allegations of deliberate social media manipulation in the case of Călin Georgescu. In an era marked by rapid technological advancements and shifting audience preferences, the question arises: is legacy media dead? While traditional media outlets still exist, their influence and trustworthiness have significantly declined.
The decline of legacy media
Legacy media, encompassing long-established newspapers, television networks, and radio stations, has historically been the primary source of news for the public. However, recent years have seen a marked decrease in public trust and engagement with these institutions. According to a 2024 Gallup poll, only 31% of Americans expressed a great deal or fair amount of trust in mass media to report the news fully, accurately, and fairly, matching the record low from the previous year. This decline is particularly pronounced among younger demographics; only 26% of Americans under 50 trust the media, compared to 43% of those aged 65 and older.
Political polarization further exacerbates this trust deficit. The same Gallup poll revealed a stark partisan divide: 54% of Democrats trust the media, while only 12% of Republicans do. This growing scepticism has led many to seek alternative news sources that align more closely with their perspectives – or another aspect to counterbalance the biased media outlets that have been operating based on liberal political agendas for decades.
Trust in facts, statements, and the media has significantly changed in the Central European region, creating parallel realities — this is one of the main findings of a study conducted in several Central European countries. The Hungarian Digital Media Observatory (HDMO), along with its Czech, Polish, and Slovak partner CEDMO, found that public trust has fundamentally shifted regarding the media and factual reporting. In Hungary, 56% of the population believes that objective reality does not exist — only differing opinions. Additionally, 66% think that many things cited as facts in the press are just opinions. Perhaps the most striking finding is that 74% of Hungarians believe we cannot be sure whether what is presented as fact is actually true — a mindset that leads to extreme informational polarization, with echo chambers becoming increasingly strong and isolated. In Bulgaria and the Czech Republic, this figure is 71%, while in Slovakia it is 65%.
The changing media consumption habits
The digital age has transformed how audiences consume news. Traditional media outlets are no longer the sole gatekeepers of information. Social media platforms, podcasts, and independent newsletters have become primary news sources for many, especially younger audiences.
A study by the Pew Research Center found that about one-in-five Americans, including 37% of adults under 30, regularly get news from influencers on social media. This shift indicates a preference for more personalized and relatable news delivery methods. Moreover, the decline of local newspapers has led to the emergence of news deserts, areas with limited access to credible local news. In response, grassroots journalism initiatives have sprung up to fill the void, often operating on minimal funding and relying on community support.
According to the 2024 Digital News Report by the Reuters Institute, only 22% of respondents across 47 markets use news websites or apps as their main source, down 10 percentage points from 2018. In contrast, platforms like YouTube and TikTok have seen increased usage for news consumption, particularly among younger demographics. For instance, 23% of respondents aged 18 to 24 reported using TikTok for news, compared to just 7% of those aged 55 and above.
How much is Joe Rogan really worth?
One of the most striking symbols of the media shift in recent years is the rise of Joe Rogan as a trusted voice in American discourse—a transformation that speaks volumes about the current state of legacy journalism. As Patricia Murphy noted in her analysis, the most consequential interview of the election cycle wasn’t conducted by CNN, NBC, or The New York Times, but by Rogan, whose long-form, conversational podcast attracted a staggering 49 million views when he interviewed Donald Trump—more than the combined viewership of traditional election night coverage across all major news networks. Rogan’s immense cultural capital among younger, especially male, audiences has turned his show into a political powerhouse, eclipsing legacy platforms not only in reach but in perceived authenticity. His format—casual, intimate, and often unscripted—offers listeners a feeling of personal access that polished news segments rarely achieve. And while Rogan has been criticized for failing to challenge misinformation, his approach exemplifies a key media evolution: audiences now crave connection over curation, conversation over confrontation. Political candidates, recognizing this, have prioritized appearances on Rogan’s and similar podcasts over traditional interviews, fundamentally reshaping how public figures engage with the electorate. In this context, the decline of legacy media isn't just about shrinking circulation or lost ad revenue—it’s about losing the trust and attention of a generation that no longer sees traditional news as the best window into truth.
The rise of independent journalism
In response to the perceived shortcomings of legacy media, independent journalism has gained significant traction. Platforms like Substack, Beehiiv, and various podcasts have empowered journalists to operate outside traditional newsrooms, offering unfiltered and often more transparent reporting. However, independent journalism is not without challenges. Financial sustainability remains a concern, as many independent journalists rely on subscriptions or donations. Additionally, the lack of institutional support can make it difficult to reach wider audiences or access certain resources.
The future of news?
While legacy media faces significant challenges, it is not entirely obsolete. Some traditional outlets are adapting by embracing digital platforms, diversifying content delivery methods, and engaging with audiences more interactively. Collaborations between legacy and independent media are also emerging, aiming to combine the strengths of both models.
In fact: the future of journalism lies in a hybrid model that leverages the credibility and resources of traditional media while embracing the innovation and authenticity of independent platforms. By prioritizing transparency, engaging with diverse audiences, and embracing new technologies, media organizations can navigate this new era and continue to serve as vital sources of information in society.