Americans no longer turn to TV and newspapers as their primary source of news, instead turning to online opinion personalities and comedians, particularly those on the right, gaining steam among people who voted in the last presidential election.
That is the finding of a new poll conducted by Ipsos for the Jordan Center for Journalism Innovation and Advocacy at the University of Mississippi.
The poll, which was conducted in March, actually found the conservative politicians and cabinet members, including President Trump, were the top news influencers. When politicos were excluded, Joe Rogan led the list, followed by Fox News personalities Greg Gutfeld and Sean Hannity, and then TuckerCarlson and Ben Shapiro. The only three influencers to crack 10 percent were Trump, Rogan, and JD Vance.
Among people who voted for Kamala Harris, the top news personalities were late night hosts, led by ABC’s Jimmy Kimmel, followed by CBS Late Show host Stephen Colbert, and Daily Show host Jon Stewart.
Just under 70 percent of respondents said they get their news online in a given week, compared to 55 percent for TV, and 25 percent for newspapers.
“The poll highlights the growing role of online influencers in the news environment,” said Professor Andrea Hickerson, dean of the School of Journalism and New Media at the University of Mississippi. “Many respondents report following politicians, commentators and creators directly for news and commentary, which points to a visible shift away from institution-centered news consumption.”
“On these platforms opinionated personalities and comedians appear to drown out anyone who would fit in the traditional journalist category,” added assistant professor of practice and Jordan Center Executive Director Steven L Herman. “Even in the late 19th century and early 20th centuries, sensationalist and polarizing voices in print and later on air were among the most influential in the political landscape – such as political satirist Mark Twain and populist Father Charles Coughlin.”
Of traditional media outlets, TV dominated, with Fox News, the broadcast networks, and CNN topping the list of sources. Facebook, YouTube and Instagram were the most popular online news sources.
The findings underscore the fractured media environment that we are in, with consumers now effectively able to pick and choose where they get their news based on their prevailing views of the world. It also underscores how distrust in traditional media has led consumers to seek out other avenues for information.
