In an era where social media plays a dominant role in shaping public opinion, a key question arises: Does traditional journalism still fulfill its role as the fourth estate, or have influencers on platforms like Instagram and TikTok taken its place? While influencers offer engaging and accessible content, they often lack the journalistic standards of accuracy, verification, and ethical responsibility. In this article, we explore expert insights on how this shift is impacting professionalism and accountability in the dissemination of information. In today's world, social media has become one of the most powerful tools for shaping public opinion, transforming platforms into competitive arenas for both journalists and influencers. Long regarded as the «fourth estate», journalism now faces a new challenge with the rise of influencers and content creators who have succeeded in capturing the attention of wide audiences—particularly younger generations. While journalists adhere to professional ethics and prioritize accuracy and investigative rigor, influencers are driven by visibility, engagement, and follower counts. In this evolving landscape, a pressing question emerges: who truly holds the power to influence public opinion? Journalists and Influencers: Diverging Roles and Responsibilities As competition between journalists and influencers intensifies—especially as influencers gain visibility by addressing trending topics—Rime Taybouta, a journalist at L'Opinion, emphasizes that journalism remains «a profession grounded in well-defined principles. While influencers enjoy the freedom to tackle any topic without constraints, journalists are bound by established professional standards». According to Taybouta, the influence each group has on public opinion varies depending on the audience. «Educated segments of society, accustomed to relying on professional journalism for credible information, are not easily swayed by influencer content. However, younger people—who primarily consume news through social media—are more affected by influencers due to their accessibility and constant online presence». In this context, a new figure is emerging: the «influencer journalist» who blends journalistic accuracy with the engaging style of influencers. «This model allows some journalists to reach wider audiences, particularly among youth, helping to strengthen journalism's relevance in the digital age», she explains. Taybouta draws a sharp analogy to illustrate the distinction: «The relationship between a journalist and an influencer is like that between a dentist and a dental technician. The dentist follows precise steps before making a diagnosis or performing a procedure, while the technician may attempt a quick fix in a single session. The result might seem similar, but the level of risk is vastly different. This is the essential difference between journalists and influencers. It may seem like competition, but it's not a fair one. Still, we can't ignore their influence and presence». Under Pressure: The Challenges Facing Journalism in the Age of Influence Despite this competition, journalists remain uniquely positioned, according to digital communication expert Marouane Harmach, who points to the dramatic transformation of the media landscape. «In the past, journalists were the primary source of public discourse and analysis. Today, they share that space with influencers, which has fundamentally changed the rules of the game». Harmach notes that journalism remains a regulated profession. Unlike journalists, influencers are not necessarily held to standards of verification or contextual analysis. «This gap in responsibility is what makes journalism more credible. Influencer content often prioritizes attention and views over accuracy». A case that highlights this gap is that of Salma, a 19-year-old woman who was assaulted by a peer of the same age and left with a large scar on the face. After the trial ended, she began receiving threats again. In response, influencers launched the hashtag #WeAreAllSalma, demanding protection for the victim. Their swift action, combined with traditional media coverage, prompted authorities to intervene and arrest the assailant. While the campaign was effective in pressuring authorities, it raises important questions: Did influencers play the key role, or did journalism provide the deeper, objective analysis? The case underscores the tension between journalism, governed by legal and ethical frameworks, and influencer activism, which can sometimes compromise factual accuracy in pursuit of engagement. Rethinking Journalism's Role in the Digital Era Harmach warns that «the problem with influencer power lies in the absence of clear regulations. Journalists must provide credentials and adhere to professional codes. Influencers, by contrast, can reach millions without any legal or ethical accountability». He stresses the need for legal frameworks to regulate content creators, especially now that influencing has become a legitimate source of income. «Advertisers work with influencers officially. They should be recognized by law and held accountable to the state and society». Despite the shifting media landscape, Harmach insists that journalism remains essential. «We've lived for decades without influencers, but journalism has always been a pillar of public life—informing citizens and shaping enlightened public opinion». He concludes, «Journalists shouldn't feel threatened. The roles are fundamentally different. In my view, society can live without influencers—but it cannot live without journalists».
