{"id":17300,"date":"2025-10-20T22:56:03","date_gmt":"2025-10-20T22:56:03","guid":{"rendered":"https:\/\/presscouncil-ks.org\/?p=17300"},"modified":"2025-10-21T10:47:25","modified_gmt":"2025-10-21T10:47:25","slug":"tech-giants-social-media-and-journalism-to-leave-or-to-stay","status":"publish","type":"post","link":"http:\/\/presscouncil-ks.org\/?p=17300&lang=en","title":{"rendered":"Tech Giants, Social Media, and Journalism: To Leave or to Stay?"},"content":{"rendered":"

When asked whether we should even be on social media, Victoire Rio responds by asking in return: \u201cWe must stay, because this is a battlefield. If we leave, who will remain on it?\u201d<\/em><\/strong><\/p>\n

 <\/p>\n

By: Ilir Gashi<\/em><\/strong><\/p>\n

 <\/p>\n

\u201cThey are not interested in building communities or informing people. They are interested in placing ads,\u201d said\u00a0Victoire Rio<\/strong>\u00a0frankly, the founder and director of the aptly named organization\u00a0\u201cWhat to Fix\u201d<\/strong><\/a>\u00a0and an expert on information integrity.<\/p>\n

 <\/p>\n

And indeed, from the very opening remarks, it was clear that this time we wouldn\u2019t be following the usual pragmatic routes of panels on journalism and social media: how to promote your content more successfully on TikTok or Instagram, what video length performs best, how to capture the audience\u2019s attention with the very first word of a Facebook post, and so on.<\/p>\n

 <\/p>\n

At the center of the discussion, which was recently held at the\u00a0Faculty of Political Sciences\u00a0<\/strong>in Sarajevo as part of the\u00a0Our Media confe<\/a>rence<\/a><\/strong>\u00a0<\/a>organized by SEENPM and\u00a0Mediacentar<\/a>,<\/strong>\u00a0lay a much more fundamental question: should we even be on social media at all?<\/p>\n

 <\/p>\n

\u201cIn journalism, activism, and the fight for human rights, we often rely on social media to reach our audience or to amplify marginalized voices,\u201d explained\u00a0Marina Grnja\u00a0<\/strong>from the\u00a0Novi Sad School of Journalism<\/a><\/strong>. \u201cAt the same time, these platforms are built on a business model that profits from our attention, our data, and sometimes\u2014even from the spread of disinformation.\u201d<\/p>\n

 <\/p>\n

In other words, are we actually feeding the beast that is eating us?<\/p>\n

 <\/p>\n

A dilemma that is anything but simple<\/strong><\/p>\n

 <\/p>\n

For\u00a0Fe\u0111a Kulenovi\u0107<\/strong>, an expert in data and digital security, the mentioned dilemma is anything but simple. On the one hand, as Kulenovi\u0107 vividly put it, saying that we should not be on social media would be like saying that, as journalists or activists trying to protect the weak, the vulnerable, and the marginalized, we should avoid neighborhoods with high crime rates\u2014where they are, in fact, most often the victims.<\/p>\n

 <\/p>\n

Still, not every form of presence on social media is a good idea in itself. \u201cWe need to build our approach to social media strategically. If we don\u2019t, we simply surrender to the flood and fuel the fire of disinformation,\u201d says Kulenovi\u0107, acknowledging that for underfunded independent media in the Southeast European region, a carefully thought-out strategic approach to using social networks is not always an option.<\/p>\n

 <\/p>\n

Finally, Kulenovi\u0107 believes it is important to recognize that the role of the media has changed. \u201cWe are no longer gatekeepers,\u201d he says, pointing out that those in power can now, independently of the media and through social networks, reach their audiences directly, shape their views, and influence their behavior, even through the use of disinformation. Still, that does not mean the media no longer have a role to play.<\/p>\n

 <\/p>\n

\u201cThere\u2019s a term in health informatics \u2014 apomediation. In a situation where everyone can find medical information online, the role of the doctor has changed \u2014 they are no longer the only ones in possession of information, and never will be again. Still, their role is to stand beside the patient and help them discern which sources are accurate and which are not. The same applies to journalists and the media.\u201d<\/p>\n

 <\/p>\n

Only the stale crumbs of advertising are left for the media<\/strong><\/p>\n

 <\/p>\n

It\u2019s not a particularly new argument that the difficult economic position of independent media is primarily caused by the disappearance of their former business model, in which their revenues came from advertising. With the emergence of platforms that enabled previously unseen precision in audience targeting, this cake moved to the table of the tech giants, leaving the media with only stale crumbs. For example,\u00a0Meta, Google, and Amazon<\/em>\u00a0alone take more than 50 percent of the global annual advertising budget (and over 60 percent if China is excluded).<\/p>\n

 <\/p>\n

However, there is also the view that social media, the fight against disinformation, and the financial sustainability of the media can go hand in hand\u2014at least when it comes to organizations engaged in fact-checking. Since 2016, Meta has invested more than 100 million dollars in supporting fact-checking initiatives. After the program was shut down in the United States in January, this support still represents a significant, though increasingly uncertain, source of income for many organizations in Europe. But does this support make up for the harm done to the media and the public by the mass distribution of disinformation through Meta\u2019s platforms?<\/p>\n

 <\/p>\n

\u201cFor the past six years, we have been documenting Meta\u2019s monetization program\u2014that is, we compiled a list of all Facebook and Instagram accounts to which Meta pays money for the content they publish. It becomes quite interesting when you start to notice that many of the actors who are the subject of fact-checkers\u2019 work are at the same time earning money from Meta by posting content on Facebook and Instagram. So, you have a company that pays fact-checkers to spend time dealing with the very content whose production Meta itself financially incentivizes,\u201d says Victoire Rio.<\/p>\n

 <\/p>\n

\u201cThe platforms actually profit from a multitude of actors who produce content in complete violation of their own content policies. They make money from entities that are under some form of sanction on the network, from politicians, political parties, children, the police, and the military\u2014in other words, they do everything their own policies say they shouldn\u2019t do, and in some cases, they may even be breaking the law.\u201d<\/p>\n

 <\/p>\n

There aren\u2019t enough journalists who understand this field<\/strong><\/p>\n

 <\/p>\n

Still, part of the problem is on us as well: Kulenovi\u0107 believes that there aren\u2019t enough journalists who understand this field.<\/p>\n

 <\/p>\n

\u201cI think the media need to move away from reporting on who tweeted what and start explaining the consequences of all this\u2014and once again become educators. At one time, the job of the media was not only to convey information but also to educate the audience. But before that, we need to educate ourselves.\u201d<\/p>\n

 <\/p>\n

About what exactly?<\/p>\n

\u201cFor independent media and journalists, it is important to have awareness\u2014a strategic awareness\u2014of the ethical use of social media. This means building resilience, that is, ensuring that everyone in the newsroom and the organization is aware of and recognizes the limitations and the harm caused by these platforms, and that they develop practices that allow them to mitigate or avoid those negative effects,\u201d says\u00a0Rima Sghaier<\/strong>, a researcher and internet freedom activist from Italy.<\/p>\n

 <\/p>\n

Is the choice really that easy?<\/strong><\/p>\n

And indeed, there is so much that these practices could entail: exploring alternative platforms and spaces for connecting with audiences (\u201cNewsletters have overwhelmed everyone,\u201d interjects Victoire Rio, \u201cbut there are other ways\u201d); gaining more knowledge about the importance of encryption in digital communication (\u201cWhen someone says, \u2018Break encryption,\u2019 attack,\u201d laughs Kulenovi\u0107, though he doesn\u2019t seem entirely joking), as well as about user and newsroom data privacy, and so on.<\/p>\n

 <\/p>\n

Indeed, it sounds like an easy choice: learning and adopting exciting new platforms, tools, and technologies versus pushing out three fact-checked and carefully edited explainers on your Instagram feed by five o\u2019clock today, just to compete for attention with an AI bot flooding your audience with ten meaningless videos per second.<\/p>\n

 <\/p>\n

Still, are the media and journalists, under conditions of near-total financial exhaustion, truly free to choose how to spend their time and other resources?<\/p>\n

 <\/p>\n

\u201cIn budgeting projects submitted to some donors, we often treat the allocation of funds for promotion on social media as mandatory. It is not stated explicitly that it has to be for those platforms, but it is implied by the requirement to have strong communication activities. And it is difficult for us to understand that, in such a poor media market, we have actually set aside a large amount of money for promotion on these platforms,\u201d says\u00a0Maida Muminovi\u0107<\/strong>, Executive Director of the Sarajevo-based Mediacentar.<\/p>\n

 <\/p>\n

Many in the room nod in agreement, and Maida has a suggestion: \u201cWe should advocate that these practices are simply no longer acceptable for many civil society organizations, especially those whose work is rooted in human rights.\u201d<\/p>\n

 <\/p>\n

\u201cIt really is time\u2014and has been for quite a while\u2014for donors and other decision-makers to start investing money in enabling organizations and media outlets to establish their own independent and decentralized channels, instead of funding the promotion of content on platforms that exploit us,\u201d adds Rima Sghaier.<\/p>\n

 <\/p>\n

In conclusion\u2014let\u2019s return to the question from the beginning: to stay or to leave social media?<\/p>\n

 <\/p>\n

Victoire Rio has no doubt: \u201cWe must stay on that platform, because it is a battlefield. If we leave, who will remain on it?\u201d<\/p>\n

 <\/p>\n

\"\"<\/figure>\n

 <\/p>\n

The regional program \u201cOur Media: A civil society action to generate media literacy and activism, counter polarisation and promote dialogue\u201d is implemented with the financial support of the European Union by partner organizations\u00a0<\/em>SEENPM<\/em><\/a>,\u00a0<\/em>Albanian Media Institute<\/em><\/a>,\u00a0<\/em>Mediacentar Sarajevo<\/em><\/a>,\u00a0<\/em>Press Council of Kosovo<\/em><\/a>,\u00a0<\/em>Montenegrin Media Institute<\/em><\/a>,\u00a0<\/em>Macedonian Institute for Media<\/em><\/a>,\u00a0<\/em>Novi Sad School of Journalism<\/em><\/a>,\u00a0<\/em>Peace Institute<\/em><\/a>\u00a0and\u00a0<\/em>Bianet<\/em><\/a>.<\/em><\/p>\n

 <\/p>\n

This article was produced with the financial support of the European Union. Its contents are the sole responsibility SEENPM and do not necessarily reflect the views of the European Union.<\/em><\/p>\n

 <\/p>\n

Co-funded by:<\/strong><\/em><\/p>\n

\"\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

When asked whether we should even be on social media, Victoire Rio responds by asking in return: \u201cWe must stay, because this is a battlefield. If we leave, who will remain on it?\u201d   By: Ilir Gashi   \u201cThey are not interested in building communities or informing people. They are interested in placing ads,\u201d said\u00a0Victoire […]<\/p>\n","protected":false},"author":2,"featured_media":17301,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[115],"tags":[],"class_list":["post-17300","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"\nTech Giants, Social Media, and Journalism: To Leave or to Stay? - K\u00ebshilli i Mediave t\u00eb Shkruara t\u00eb Kosov\u00ebs | P\u00ebr nj\u00eb gazetari etike dhe profesionale<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/presscouncil-ks.org\/?p=17300&lang=en\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tech Giants, Social Media, and Journalism: To Leave or to Stay? - K\u00ebshilli i Mediave t\u00eb Shkruara t\u00eb Kosov\u00ebs | P\u00ebr nj\u00eb gazetari etike dhe profesionale\" \/>\n<meta property=\"og:description\" content=\"When asked whether we should even be on social media, Victoire Rio responds by asking in return: \u201cWe must stay, because this is a battlefield. 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If we leave, who will remain on it?\u201d   By: Ilir Gashi   \u201cThey are not interested in building communities or informing people. 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