There was a time when journalism stood as the last wall between power and the people. Facts were sacred, truth was slow but solid, and credibility was the journalist’s only currency.
But today, that wall is collapsing—not because of censorship or corporate control alone, but because of the seductive lure of social media monetisation.
Even seasoned journalists from respected media houses are now opening their own YouTube channels, TikTok accounts, Facebook pages, X (formerly Twitter) feeds, and Instagram reels to earn directly from clicks and views.
Others write paid newsletters on Substack, record sponsored podcasts on Spotify, or stream “news commentary” on Twitch and LinkedIn Live. The platforms may differ, but the logic is the same: attention equals income.
And to earn attention, one must perform.
In this economy of algorithms, the truth alone is not enough—it must be dramatic. A headline must provoke, a thumbnail must shock, and a caption must trigger emotion. Journalism has turned into theatre, where facts compete with feelings for visibility.
When every click means money, the line between journalism and entertainment evaporates. Subtlety dies. Complexity vanishes. Sensation rules. A small dispute becomes a ‘national scandal’, a harmless rumour becomes ‘breaking news’, and the private pain of individuals becomes public spectacle. The more outrage it provokes, the higher the revenue.
Even responsible journalists—those who once double-checked every fact—are now caught in this trap. They post multiple short videos a day, often with half-verified claims, provocative thumbnails, and exaggerated titles. They pick up anything that ‘performs well’—from celebrity gossip to moral outrage—because everything now has content value.