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Every era is initially naive about new media. From the printing press to podcasts, we are often too dazzled by the innovation of the messaging to see the construct behind it.

Once, there was time to understand and deconstruct the mechanisms in the media. Now, innovation outpaces understanding, and exploitation just fills the void.

In the rush of each new paradigm, authenticity is typically presumed rather than earned. Today’s so-called “independent” voices — Joe Rogan, Valuetainment, Breaking Points, Lex Fridman, and Triggernometry — are marketed as raw and real, but in reality they just run on algorithmic fuel and financial incentives. 

Authentic independence has become just another performance.

A 2024 Pew report confirms algorithms, not editorial rigor, dictate which content gains prominence. These systems value engagement over truth, even long-form content is engineered primarily for viral impact.

An important fact to acknowledge in this dynamic is that the public has been strategically conditioned to trade real accountability for performative authenticity. Traditional gatekeeper media — flawed but answerable — was undermined by a strategic decades-long campaign.

That effort used deregulation, think tanks and pseudo-academic fronts to gut media trust and pave the way for a chaotic, hyperpartisan information ecosystem. One only needs to look at the White House chaos to see the results of this effort.

Legacy media had Nielsen tracking its audience metrics. Digital platforms have no independent audits, they typically do not even disclose their viewership data. This is especially troubling considering bots and AI are now creating half of the internet traffic.  Virality isn’t proof of value, it’s just a synthetic spectacle.

Another fundamental issue is that the platform owners don’t just host content, they fund it. They sell ads and buy them too. That’s not just vertical integration, it’s narrative control. Money circulates internally while it covertly buries critical voices and boosts others. In this model profit matters but influence can also be a primary driver.

And it’s about to get worse. AI can now create audio and video of simulated human hosts, generating interviews, and writing entire podcasts. Stanford’s Institute for Human-Centered AI found most audiences can’t tell the difference. The algorithm doesn’t just shape content, it makes it.

This digital media algorithm construct of rage-to-engage rewires how humans think. Studies show it weakens critical thought, deepens echo chambers, and spreads misinformation. We feel informed, but we’re just emotionally manipulated.

What can you do:

• Recognize the illusion: Authenticity can be faked.
• Demand transparency: Algorithms and metrics must be opened.
• Diversify your feed: Don’t rely on one platform or creator.
• Boost media literacy: Learn to spot false content and emotional bait.
• Audit your habits: Your clicks fund the system you distrust.

While independent voices, fact-checkers, Substack writers, and nonprofit newsrooms, still persist, they’re drowning in an ecosystem that thrives on performative authenticity and outrage engagement over accuracy and accountability.

The Rise of Authenticity: Why Genuine Connections Will Drive Social Media in 2025

The author writes, “Looking back on last year, fake content has reached new highs, challenging marketers to stand out with authentic, engaging campaigns that resonate with increasingly skeptical audiences. Overly polished or shallow content — such as slick paid media attempts, spammy posts, or poorly executed AI-generated content — is increasing, creating challenges for marketers to stand out with original material. Fake content can also impact ad performance and SEO rankings thanks to Google prioritizing helpful, authentic content. … In this article, I will outline five things that marketers need to know to avoid the pitfalls of inauthentic content.”

Authenticity Over Aesthetics: How Social Media Is Redefining Influence in 2025

From Logie: “In 2025, social media is shifting dramatically. Gone are the days when perfectly filtered photos and aspirational lifestyles were the gold standard. Today, there’s a growing demand for something more real: authenticity. With ongoing economic uncertainty and social fatigue around unrealistic content, audiences crave creators who show up as themselves, flaws, mess, and everyday moments.”

Transparency, Accountability, Vulnerable Sources: Guidance From the 2025 Collier Awardees

From Ethics & Journalism: “Reporting on Amazon, hostile state governments, and universities; working with survivors of trauma; and explaining their decision-making to audiences and more at the first annual Collier Awards Symposium for Ethics in Journalism held April 11, 2025.”

2025 UF Collier Prize: State of Accountability Journalism

From the Collier Prize: “For many journalists pursuing investigative work, identifying wrongdoing is only the beginning. The real barrier is getting the records and access needed to document it. … In a national survey of investigative journalists who routinely report on government accountability, 69% identified limited access to records or sources as the greatest challenge in holding government officials accountable. More than half reported frequent delays, denials, or excessive costs when filing public records requests, and 44% described difficulty securing interviews or official comment.”

Cannes 2025: AI, Authenticity, and the ROI of Responsibility

From the Brand Safety Institute: “Cannes this year was dominated by big bets on retail media and the continued evolution of CTV, with platforms like Amazon, Walmart, Roku, and Netflix carving out ever-larger footprints along the Croisette. Much of the buzz centered on commerce integration, new ad formats, and AI-fueled personalization at scale. There’s also no shortage of Cannes recaps in the trades and on LinkedIn diving deeper into those things. But for those of us focused on brand safety and responsible media, several additional undercurrents stood out from the week — less flashy perhaps, but no less urgent.”

Transparency and Accountability in AI Systems: Safeguarding Wellbeing in the Age of Algorithmic Decision-Making

From Frontiers: “The rapid integration of artificial intelligence (AI) systems into various domains has raised concerns about their impact on individual and societal wellbeing, particularly due to the lack of transparency and accountability in their decision-making processes. This review aims to provide an overview of the key legal and ethical challenges associated with implementing transparency and accountability in AI systems.”

Gatekeeping in Modern Journalism

The author writes, “The concept of gatekeeping in journalism refers to the process of controlling the flow of information to the public. Traditionally, gatekeepers were journalists and editors who decided what news stories to publish, broadcast, or otherwise disseminate to their audiences. The role of gatekeepers was crucial in shaping the public’s understanding of current events, as they filtered out irrelevant or untrustworthy information and presented the most important and accurate news to their readers or viewers.”