My take on the journalists vs content creators debate
+ Rolling Stone's most influential creators of 2024, Paleontology drama, the Barbie flip phone and more
Hi! Sorry for being MIA last week, I was at the DNC then xoxo in Portland and between non stop events and travel I didn't have time to post. Since I got back I've been seeing a lot of backlash related to content creators at the DNC, so I thought I'd share my thoughts. Usual link list and fun stuff all below!! :)
Content creators vs legacy media at the DNC
Last week, I attended the Democratic National Convention alongside hundreds of content creators. I was there to document the event for an episode of my podcast, Power User, but the experience provided a front-row seat to the much-debated DNC’s creator program.
For the first time, the DNC credentialed over 200 content creators alongside thousands of members of the press. The creators received very similar access to traditional media, but were also treated to VIP lounges (roped off conference rooms), a boat ride, and other light programming. Unsurprisingly, this ruffled a lot of feathers in traditional media, whose reporters struggled with limited access to the more crowded areas of the event, and whose business as a whole has been gutted in recent years.
In the days since, social media has been overrun with a barrage of think pieces and posts from people sneering, mocking and demeaning the work these creators do. Observers have pushed the false idea that the creators were only there for selfies and clout, not to work. The contrast between the respect and professionalism creators were shown by those planning the convention and the hate and disdain they've been subject to online is stark.
The way creators are being mocked and belittled by so-called "established" journalists and observers online is nothing short of disgraceful. The entitlement, the arrogance, and the gatekeeping is appalling. While the viciousness of these attacks is upsetting, the backlash is not surprising. This is the same kind of protectionist behavior that has been happening in the media world for decades, as many invested in institutional power structures lash out amidst their dwindling influence. (I wrote about this last year for WaPo and extensively in my book). From the first blogger to receive White House press credentials in 2005, to fashion influencers being seated front row at Dolce & Gabbana in 2009, to this recent convention, creators have been infiltrating and upending traditional media structures for nearly 25 years.
Many in legacy media institutions perceive the rising influence of content creators as a direct threat to their long-standing dominance, and their concerns are justified. The influence of content creators is part of a broader transformation in the media landscape that is dismantling the old guard, empowering millions who previously had no voice or influence in our political system, and creating vast new sectors of the economy—all while rendering many traditional institutions, whose business models were already crumbling, increasingly obsolete.
As I argue in my book, Extremely Online: The Untold Story of Fame, Influence, and Power on the Internet, which chronicles the rise of the content creator industry, this shift in our information and media ecosystem is one of the most significant and disruptive changes in modern capitalism.
I have witnessed the evolution first hand. I began building my platform 15 years ago through blogging, and over time expanded across platforms like Twitter, Snapchat, TikTok, YouTube, Substack, and my podcast. This direct connection with an audience is something that legacy media simply cannot replicate, and it’s a key reason why content creators are so powerful.
When decrying the death of "traditional" journalism, many people (especially on Threads!?) have been claiming that content creators are somehow inherently more biased than those in the traditional media. But journalism has historically been anything but objective. Newspapers have long blurred the lines between news and opinion, and the distinction is meaningless to readers.
As the brilliant journalist Wes Lowery has argued, newsrooms’ pursuit of some theoretical “objectivity” almost only results in a false neutrality that obscures the truth. Reporters, editors, and news executives have always had opinions and values shaped by their own experiences and worldviews, and those opinions and worldviews invariably affect coverage and story framing. The idea that there was ever some golden age of objective journalism is a flat-out lie. Good journalism should be truthful, accurate, and fair, but it is never "objective."
Journalism is not a profession that requires a degree or some kind of official certification. It’s a practice—one that involves gathering information, questioning power, telling stories, and engaging with an audience. Content creators often do all of these things with more authenticity and immediacy than traditional media.
Creators regularly uncover stories or angles that traditional media either ignores or fails to pursue. Many who have expertise in certain areas dig into topics with a level of detail and dedication that rivals any newsroom. They provide real-time, on-the-ground coverage of events, unfiltered coverage that is invaluable, especially in an era where trust in mainstream media is at an all-time low. Just like traditional journalists, content creators also provide analysis and commentary on the news. The difference is that creators are more likely to be transparent about their biases, and the good ones engage with their audiences in a way that fosters dialogue rather than dictating opinions from on high.
[WATCH: Inside the DNC influencer extravaganza w/ Keith Edwards]
While much of the DNC influencer coverage has focused on a TikTok dancer and lifestyle creators invited, the full group of creators at the DNC spanned a wide range of ideologies, races, gender, and belief systems. They spoke to audiences across countless niches. Some focused on breaking news, others on issues like reproductive rights, climate action, veterans issues and mental health.
I watched these creators work tirelessly to document and cover the convention with more dedication and rigor than I've seen from some legacy journalists. They interviewed surrogates and lawmakers, asking thoughtful questions and demanding accountability on issues like LGBTQ rights, healthcare access, and a ceasefire in Gaza. They pulled all-nighters producing and editing content across platforms, running around the city with charging packs, shooting photos, editing videos, and posting live updates across myriad platforms.
On top of educating followers on how the democratic process worked, these creators lifted the curtain on what it was actually like on the ground for delegates, activists, and the media. They did it all in an extremely collaborative and accessible way that reached millions online.
One of the defining features of content creation is audience engagement. And while many online have been bashing the DNC creators for "chasing likes", they fail to recognize that these influencers are building powerful communities around shared interests and values. This type of relationship is far more meaningful than the passive consumption of traditional news.
This is not to say that the new, creator-dominated landscape is not without significant downsides, and I have covered these downsides for years. Most creators are forced to operate as one man media companies, doing work that would previously have been done by a dozen people, alone. They don't always disclose conflicts of interest and some, driven by engagement metrics and algorithms, prioritize sensationalism over accuracy and depth. A lack of editorial oversight and fact-checking can sometimes result in content that is biased, incomplete, or even misleading. Creators who practice journalism must also resist the temptation to compromise their integrity for access, and remain committed to truth and transparency. But to act like these issues aren't already rampant in the legacy media is disingenuous.
As Edward Wasserman, professor of journalism and former dean of Graduate School of Journalism at UC Berkeley told me last year, national news publications often rely on access journalism and serve primarily wealthy audiences, and that shapes their coverage, making them less likely to hold powerful people to account. "For all its claims about independence and bringing a critical gaze to policy," he said, "there are vast areas where the [traditional] press is in lock step with the people who own and run the country."
There are many phenomenal reporters working in the traditional media and I'm not arguing that they couldn’t have received better access at the DNC. I understand the frustration of journalists exhausting themselves to cover an event while struggling with limited wifi or seating. I hope that in the future there can be greater parity between the experience of the traditional press and the creator world.
I also hope that the DNC continues to credential creators who challenge mainstream Democrat policies. I found it concerning that Hasan Piker was unceremoniously kicked out of a room he was streaming from after interviewing uncommitted delegates, allegedly due to a space issue. But as someone who straddles both traditional and new media, I witnessed a DNC that was at least trying to adapt to a rapidly shifting media landscape, and that’s an important step for anyone who cares about an informed public.
In 2016, I covered the election for The Hill, primarily on a Snapchat show I hosted at the time and Facebook Live. Back then, while the Republicans had structured their media access to maximize online coverage, the DNC in Philadelphia was a nightmare for anyone trying to create digital-first content. I ended up credentialed as a videographer, trying to shoot and edit Snapchat videos that reached millions while fighting for space in the press pit among men wielding massive cameras. None of those issues were on display this year.
The idea that content creators producing journalism aren’t “real” journalists is not just absurd; it’s dangerous. Journalism is not a club with exclusive membership; it’s a practice, a commitment to truth, and a service to the public. Content creators are fulfilling that role in ways that many in traditional media either can’t or won’t.
We are witnessing the democratization of media, where anyone with a voice and a platform can contribute to public discourse. More voices mean more diverse perspectives, and that can lead to a richer, more nuanced understanding of the world. There are plenty of criticisms to levy on how platforms, twisted incentives, and bad actors warp these systems, and how broken the business models across media remain, but it’s time for traditional media defenders to stop gatekeeping.
The future of journalism lies in the hands of those who are willing to embrace change, innovate, and engage directly with the public. Content creators are not the enemy of journalism, they are its future and the type of work I saw many creators producing from the DNC is vital to the health of our democracy.
What I’m reading
What I Saw at the 2024 DNC Inflamed My Hatred of the ‘Media Elite’
In line with my post, Swin Suebsaeng wrote an excellent piece about his own DNC takeaways. - Rolling Stone
Selling financial freedom: a brash breed of influencers appeal to Gen Z investors
Private jets, Lambos and selling trading courses for £150 a month — something doesn’t add up in the world of the ‘hustle bros’. - Financial Times
A guide to the streamer dipshits Trump keeps appearing with
A good explainer for those unfamiliar with Theo Von, Adin Ross, the Nelk boys and more. - Read Max
25 Most Influential Creators of 2024
From TikTok mainstays and Instagram stars to streaming heavyweights and YouTube legends, here's this year's biggest players. - Rolling Stone
‘Digital Switching’ Is Making You More Bored
You’re doomscrolling because you’re bored, but you’re bored because your scrolling through so many videos. - Vice
Pokimane is the Most-Followed Female Twitch Streamer. How Did She Get There?
“I feel like I started as a mega fan,” Poki says of her entry to Twitch. “And then over time, I slowly evolved into just being a mega creator." - Teen Vogue
From BuzzFeed to streaming: A decade retrospective of the Try Guys
Try Guys Zach and Keith chat about the highs and lows of the last 10 years on YouTube. - Mashable
Police officers are starting to use AI chatbots to write crime reports.
Pulling from all the sounds and radio chatter picked up by the microphone attached to an officer’s body camera, an AI tool can churn out a report in eight seconds. - AP
The Foreign Pro-Trump Fake News Industry Has Pivoted To American Patriotism
Forbes found 67 Facebook Pages, with a collective following of over 9 million people and names like We Are America and American Story, were all run by foreigners — many from Macedonia — posing as Americans to farm clicks. - Forbes
X Hate Speech Is So Common That Celebs Like John Cena Follow White Nationalists
The actor and wrestler has the hashtag #RiseAboveHate on his profile, but his feed features toxic influencers. - Rolling Stone
AI Doomers Had Their Big Moment
Now that the AI-safety community’s moment in the sun has come to a close, Ross Andersen checks in on the movement’s true believers. - The Atlantic
The Best Video Games Are Fashion
Highsnobiety chatted with four brands to find out how they leveraged gaming culture to promote fashion. - Highsnobiety
X is working on a video conferencing platform
I’m sure it will go great! - The Verge
The Bitter Feud at the Heart of the Paleontology World
Paleontologists have turned on each other, each claiming to have found new evidence about the worst day on Earth. - NY Mag
More fun stuff
Speaking of journalists vs content creators, Fox 4 in Dallas, TX is looking to hire a digital content creator to “reach and engage users on Facebook, X, Instagram, YouTube, TikTok and beyond.”
Gen Z Brits are obsessed with “old man pubs.”
Pinterest’s Fall 2024 trend report is out, and leopard print jeans and camouflage outfits are both up over 2,200%.
Grinder is adding a grunting noise.
The Kentucky State Fair removed a winning miniature depicting porn set.
Tim Walz went on Subway takes.
Guys in Riyadh, Saudi Arabia are imitating the aesthetics and lifestyle of 90s South Central LA Latino gang members.
I’m wondering how many more podcasts are going to get $100M deals at this point?
Wall to wall carpet is finally BACK (good news for those of us who get cold feet).
The Barbie flip phone is adorable.
Got a hot tip or a good link I should read? What do you want to see more of from this newsletter? Let me know!
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I absolutely love this discussion because it shines the light on the glaring issue that’s bubbling over within the journalism industry. If you don’t serve the audience they will leave and find other sources for their information and call that journalism. Legacy news orgs are the biggest culprits of othering marginalized groups and subjugating these voices to fringe stories. I love the news orgs that openly amplify these marginalized voices, centering their lived experiences and issues. I’m also proud to constantly align myself with and work for news orgs and professional journalism groups dedicated to amplifying Black women’s voices.
Another point in this journalism vs. content creator discussion, is that content creators are often bought, and that’s ok as long as you understand this. Content creators are not held to journalistic standards of distancing themselves from the subjects and people they cover. They openly endorse political candidates, do ads for products/services and are often limited to what they can and can not say about said candidates, products and services unless they want to risk losing revenue. The audience should understand that content creators often hover in the public relations realm, repeating political party talking points as facts, collecting checks and gifts from politicians.
If people really knew all the ethical issues, AP style rules and newsroom guidelines that journalists are charged to uphold, they’d understand why there’s a line between these media genres.
In the end, journalists and content creators are not the same— and that is ok. The same stuffy journos that likely gave content creators a hard time at these conventions would have probably given me a hard time as a cub reporter just for being unapologetically Black in very white spaces. Yeah, they sucked too!
I haven't yet read your book (it's on the list!), so you may go into this or not... but my experience has always been that media folks who talk shit about creators treat their audience the same way: with blatant disrespect. I don't know whether it's "I went into massive debt to get where I am, and they should too" or straight-up elitism, but the attitude is counterproductive and pernicious. There are plenty of more deserving targets ruining reliable public information.
How are we (broadly) supposed to give voice to the voiceless when we can't even acknowledge that more people seeking truth and engaging with news and politics is ultimately beneficial to everyone? Can't we all just get along? Thanks (always!) for your smarts.