Dubai: Content creators and independent journalists speaking at the 1 Billion Followers Summit in Dubai urged legacy media outlets to rethink their storytelling approaches to keep pace with rapidly evolving social media audiences. In a session titled 'The Newsroom Is Dead: Why News Is Now Creator-Driven,' three independent journalists shared why they left legacy media, arguing that building their own platforms gave them greater editorial control, ownership, and a closer connection with audiences.
According to Emirates News Agency, Tara Palmeri, founder of FTMM LLC and The Red Letter, and host of the Tara Palmeri Show, said social media enabled journalists to build direct relationships with audiences, foster communities, and establish credibility at a time of declining public trust in traditional media. She emphasized that trust is built through transparency and accountability, noting that traditional media must learn to engage with audiences rather than talk at them.
Palmeri highlighted the shift in news consumption with more people accessing news through their phones and online platforms, fundamentally changing storytelling, readership, and business models. She stressed the importance of traditional media learning engagement and storytelling techniques from content creators, as their perceived invulnerability is no longer tenable.
Despite the changing platforms, speakers emphasized that core principles of journalism, such as fact-checking and ethical responsibility, remain unchanged. Robb Montgomery, founder of Smart Film School, described smartphones as powerful tools for journalists, offering flexibility and the ability to report directly from the field. He noted that being an independent reporter allows for exploration of new media.
Montgomery also highlighted successful collaborations between newsrooms and creators, urging outlets to abandon rigid institutional thinking. He argued that journalistic standards and creator energy can coexist when institutions are willing to adapt, mentor, and co-create.
However, the rise of misinformation poses risks in content creation. Sharon Machira, CEO of Studio Unconventional, stressed that algorithms can amplify harmful narratives, including stereotypes and rage-driven content. She noted the importance of fact-checking and verification, which some content creators may lack.
Machira, a former journalist, uses social media to deliver engaging content that highlights Africa as a luxury destination. She believes legacy media still plays a crucial role in providing analysis and context, especially for younger audiences seeking explanations for current events.
Panelists advised future journalists to gain experience in legacy media to understand journalism standards before starting their own platforms. Montgomery encouraged aspiring journalists to create their own platforms to practice storytelling and audience engagement, while also seeking mentorship opportunities in traditional media.
