Instagram, Influencers and Political Messaging: Are Youths getting NEWS or PROPAGANDA?

Introduction: a like, share, or vote?

Ever heard about the term 'propaganda'? At first, it might sound like a textbook concept, something far removed from everyday life. But in this digital era, it has become one of the most powerful tools in politics. Traditional media like radio and television are no longer the sole medium for political leaders to spread a message. They are no longer forced to wait for their message to be carried by newspapers or to stand in a corner. Rather, they employ social media sites like Instagram to weave their stories into young audiences' daily scrolls. Through well-crafted reels, clever captions, and influencer endorsements, propaganda is presented as entertainment or lifestyle advice. 

The reason this works so well is that it doesn't feel like politics at all, but it still has the ability to shape young people's perceptions of political parties, politicians, and issues. This practice is dangerous because it goes against the very ethics and guidelines that journalists are taught to follow. Material facts are rarely verified or given the objectivity and balance that reporting demands. Young audiences are left vulnerable to persuasion without even realising it because it is frequently delivered in a manner that appeals to emotions rather than reason.

Influencers as Political Messengers

Instagram has evolved beyond being a platform for lifestyle or celebrity content. Influencers' large and loyal fan bases have made them influential voices in political communication. Politicians are conscious of this shift. Instead of relying exclusively on press conferences, formal speeches, or traditional media, they work with influencers who communicate political ideas in an easy-to-understand manner. For a young audience that rarely watches long news bulletins, this is often their first exposure to political information.

Reporters are interested in this trend. Newsrooms are no longer the only places where political narratives are gatekeepers. Political messaging is being disseminated directly to the public through influencer feeds, often without the journalistic filters. 

Why Young People Trust Influencers More Than Newsrooms?

Trust plays a crucial role here. According to research from the Pew Research Centre and the Reuters Institute, youths view traditional news sources like TV and newspapers as biased and outdated. Instead, they choose to put their faith in influencers, who appear 'authentic' and 'relatable' to them. Even if an influencer's support of a party or candidate is well-funded, it still feels personal and relatable to young minds.

This generates a risk as well as an opportunity. Although influencers can help previously disengaged youths become more politically aware, the lack of editorial oversight raises questions regarding accuracy. Influencers are not subject to the same standards of objectivity and fact-checking as journalists. They are not trained like journalists, nor are they aware of any journalistic ethics and guidelines. This emphasises how crucial it is for students studying journalism and editing to understand how credibility is changing in the digital age.

When News Turns Into Advertising

One of the biggest challenges is that the line between advertisement and news is blurring rapidly. Influencers promote and advertise a political figure or message as sponsored content, but not all of them disclose that they are being paid for doing so. 

 As a result, a paid political promotion is presented as an impartial viewpoint, which is strictly against ethical standards in the journalism industry. However, they are mostly ignored in the influencer economy.

This raises concerns for reporters regarding accountability and transparency. Is it appropriate to report political content on Instagram as an advertisement? Should reporters keep tabs on and draw attention to influencer promotions that go unreported? Journalism needs to take back its watchdog role in these crucial areas.

Journalism at a Crossroads: Competing With Influence

The rapidly increasing power of social media and influencers cannot be overlooked in a digitally evolving world. But neither can reporters and journalists sit idly by while unverified content keeps dominating the public sphere. Journalism's base is set upon the principles of providing accurate, balanced, and verified information. It now needs to figure out how to do so in a setting where shares and likes appear to be more important than facts.

By producing explainer reels or working with Instagram fact-checking projects, some newsrooms have already made the adjustment. Others are experimenting with storytelling techniques aimed at young people. The main goal is to restore the value of reliable reporting in areas where young audiences are already present, rather than to compete with influencers.

Do Young People Eat Propaganda or News?

The answer to this question is a bit complex since it depends on the type of accounts or influencers youths regularly follow. Political content on Instagram feels like news to many young users; sometimes the content is genuine and is clearly portrayed in a way that it seems like an opinion, but sometimes a large portion of this content is well-crafted political messaging supported by funding, which is not disclosed to the viewers. The difference between news and propaganda becomes dangerously blurred in the absence of transparent disclosure and accountability. This is where journalists need to take action. Reporting needs to draw the attention of the youths towards these blurred lines, challenge influencer partnerships, and advance transparency. If this issue is left unaddressed, young people, who are the future decision-makers of our country, would grow up believing sponsored propaganda to be real news, and the future of the country as a whole would be at risk. 

Conclusion: The need for change

Instagram and influencer-led politics have created a new arena where reporting must reconsider its role. For young people, journalists are no longer the primary or exclusive source of political information. However, this does not imply that journalism is becoming less important. Its function as a watchdog, contextualizer, and verifier has never been more crucial.

The challenging part is adjusting reporting methods to a world where even a 30-second reel can impact political perception more quickly than an editorial column. For young journalists, this concept is quite daunting, as they need to figure out a way for youths to distinguish between political news and influencer endorsements. The future of journalism will depend on how well journalists use digital platforms, hold influencers accountable, and ensure that young people are not only entertained by politics but also adequately informed.