News reporters with cameras Will Russell/Getty Images

Making Journalism Great Again

So long as social media companies optimize for advertising revenue, their algorithms will tend to reward the extremes, and reputable news organizations will waste valuable resources battling disinformation. A better approach would be to make news less boring.

OXFORD – In the debate over the future of journalism, “fake news” has taken center stage, with storylines featuring a ranting American president, Russian communication “bots,” and betrayal and subterfuge competing for public attention. But in an era of diminishing profits and shrinking audiences, is fake news really the biggest threat that traditional media face?

In a news environment increasingly prone to hyperventilation, it can be difficult to separate fact from fabricated or deliberately skewed content shared via social media. The proliferation of “bots” – computer programs that automatically spread disinformation – has blurred these lines further. And as the methods of manipulation multiply, the problem is only likely to worsen.

And yet the near-constant focus on fake news has distracted many in the industry from more serious challenges confronting professional journalism. The erosion of business models and growing dependence on third-party digital distributors – like Facebook and Google – have handcuffed news organizations and cut deeply into their profits. Worse, audiences no longer trust the information presented to them. This suggests that the problem is bigger than fake news.

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