Australians believe influencers peddle misinformation. So why are they so popular?
In the United States, where podcasters Joe Rogan and Theo Von played a major role in the election of Donald Trump, politicians are considered the main misinformation threat.
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While younger Australians consume news on social platforms due to the convenience of different formats, the report's author, Sora Park from the University of Canberra, says they are aware of potential shortcomings of news coming from less trusted or verified sources.
'While they rely on these influencers, they also know that sometimes they're not accurate, and that mostly they're not journalists,' Park says.
But they value, and actively seek, a perspective in their news, says Park, with the research showing older audiences value truth and accuracy in reporting at almost twice the rate of those aged under 35.
Platforms such as TikTok, Instagram and YouTube are at the heart of the evolution of the traditional newsroom, says Nathan Powell, chief product and strategy officer at influencer marketing and data firm Fabulate. Trust is no longer earned through a press badge, says Powell, but rather through personality, consistency and perceived authenticity.
'The lines are blurring between journalist, commentator and entertainer, and that evolution is redefining how news is delivered and who gets to deliver it,' Powell says.
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This year's election signalled the arrival of new media, with the Labor government inviting friendly online commentators and influencers into the federal budget lockup for the first time.
Phoebe Saintilan-Stocks, founder of woman-focused outlet Missing Perspectives, was part of this 'new media' cohort, and told the report it was a clear signal the government was attuned to the shifts taking place, with new players like herself influential as sources for Gen Z and Millennial audiences.
'The response to us being invited to Canberra, along with a collection of content creators and other 'new media', was totally unexpected — but maybe I was naive. As social-first media, we were made to feel unwelcome and branded as 'influencers' — and the fact that we attended the budget lockup became the story itself in legacy and mainstream media.'
The backlash is partly owed to the view that there are few checks and balances to ensure influencers and new media commentators meet the same standards to which traditional press are held. One of Australia's most popular online personalities and podcasters, Abbie Chatfield, was the subject of an Australian Electoral Commission review over her election posts, and whether they should have an authorisation message.
Chatfield was cleared of any wrongdoing after the AEC reviewed whether her combined posts with Prime Minister Anthony Albanese and Greens leader Adam Bandt breached electoral laws. However, Park predicts that electoral laws will change in the near future to ensure professional standards are met when considering politically influential material, regardless of its source.
'The trend that social media is a source of news is growing, and [the proportion of] people who only rely on social media will become bigger and bigger, so as that population grows, then definitely there needs to be some consideration about the quality of information that they provide,' Park says.
Olympic diver Sam Fricker has a large online audience and has interviewed subjects from across the political spectrum, including then opposition leader Peter Dutton and Labor minister Chris Bowen. During the election cycle, Fricker travelled to Queensland to interview billionaire Clive Palmer, even staying at Palmer's Coolum resort, which was closed to the public at the time.
Honesty, integrity, respect and goodwill are the most important values to uphold for creators, says Fricker, who says he stays neutral in all interviews, but was pressed in the lead-up to the election to disclose his own politics.
'When I've had political guests on, I've made a real effort to stay neutral. I've asked them all very similar questions, and the tone always comes from a place of curiosity and respect. I've never taken sides or tried to influence any vote, that's not what I'm about.'
Most prominent online commentators now openly speak from a partisan perspective.
During an 'influencer debate' organised by SBS' The Feed, six political commentators were placed in a room together ahead of the election and each was introduced and their political leaning disclosed. Chatfield was sold as a Greens voter, Cheek Media's Hannah Ferguson as a Greens member and teal supporter, and Freya Leach, a popular conservative online personality, as a Liberal Party member.
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While the outcome was not a level-headed debate, it made compelling viewing, with young audiences increasingly seeking out news and personalities with a perspective that aligns with their own. Influencers being upfront with their politics resonates with their audiences, says Park.
With disinformation rife across the media and social platforms, Cheek Media's Ferguson says regulation and accountability are crucial to ensure Australians are consuming news they can trust.
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