Americans no longer turn to television and newspapers as their main source of news, but instead turn to opinion figures and Internet comedians, especially those on the right, who are gaining more power among people who voted in the recent presidential election.
This is the result of a new poll conducted by Ipsos for the Jordan Center for Journalism Creativity and Advocacy at the University of Mississippi.
The survey, conducted in March, found that conservative politicians and Cabinet members, including President Trump, were among the top influencers on the news. When politicians were excluded, Joe Rogan topped the list, followed by Fox News personalities Greg Gutfeld and Sean Hannity, then Tucker Carlson and Ben Shapiro. The only three influencers to get 10% were Trump, Rogan, and J.D. Vance.
Among the 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.
Fewer than 70% of respondents said they get their news online in a given week, compared to 55% for television and 25% for newspapers.
“The survey highlights the growing role of online influencers in the news environment,” said Professor Andrea Hickerson, dean of the University of Mississippi School of Journalism and New Media. “Many survey respondents reported that they follow politicians, commentators, and creatives directly for news and commentary, indicating a clear shift away from enterprise-focused news consumption.”
“Opinionated personalities and comedians on these platforms seem to ignore anyone who might fit into the category of traditional journalists,” added Assistant Professor and Executive Director of the Jordan Center Stephen L. Herman. “Even in the late 19th and early 20th centuries, provocative and polarizing voices in print and later on the air were among the most influential voices on the political scene — such as the political satirist Mark Twain and the populist patriarch Charles Coughlin.”
Among traditional media, television 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 fragmented media environment we live in, where consumers are now effectively able to pick and choose where they get their news based on their prevailing world views. It also highlights the extent to which a lack of trust in traditional media drives consumers to look for other ways to obtain information.
