As a public relations professional with over a decade of experience, I have witnessed firsthand the changing media landscape. And let’s be honest: the claim that “traditional media is dead” seems more like a provocative headline than an accurate assessment. Sure, the traditional media model is changing, especially after the recent US election, where public trust in established media saw a notable decline. People look for alternative narratives and dig deeper to discover the truth.
Take this data point from Pew Research Center: “About one in five Americans, including 37% of adults under age 30, say they regularly hear from influencers on social media.” This is not only a rejection of legacy media, but also a rejection of traditional gatekeepers perceived as increasingly out of touch with the needs of their audience.
But declaring the death of the media is an oversimplification. What we are witnessing is not an end but a transformation. Media is evolving to meet the demands of an audience hungry for something new. Transparency has become the cornerstone of this evolution. People want to know who is behind editorial decisions, who owns the media they consume, and how that ownership influences the content. The old saying “he who pays is king” rings truer than ever.
This is not bad. Transparency can help rebuild trust in an era when skepticism toward corporate and political affiliations is at an all-time high.
Let’s face it: true objectivity in journalism is a myth. Journalists are human and that comes with inherent subjectivity. Even the decision about what to cover reflects “selection bias.” For example, traditional media often write about Bitcoin deals only when the cryptocurrency’s price is rising or plummeting, perpetuating a volatile narrative that aligns with click-driven news cycles. This framework may overshadow the constant and transformative advances in the Bitcoin ecosystem.
Once a story angle is chosen, journalists often look for sources that fit that narrative. That’s not to say journalists don’t strive for balance, but every choice, from framing to language, carries subjectivity. And that’s okay, as long as we’re honest about it. The audience deserves transparency about the illusion of neutrality.
The media landscape is also diversifying and specialized outlets are emerging to cater to specific audiences. These platforms are experimenting with new business models and building stronger connections with their readers, who feel seen and heard. We are also seeing a shift from passive consumption to active participation, with audiences supporting independent creators, subscribing to premium content or directly funding investigative journalism.
A prime example of this shift is the rise of long, spontaneous conversations on platforms like The Joe Rogan Experience. An hours-long candid conversation with a guest often achieves what a heavily orchestrated, pre-recorded interview on ABC cannot: authenticity. This format allows us to see public figures, including political candidates, as they really are: spontaneous, human, and sometimes flawed. It serves a vital purpose in showing the raw, unfiltered side of people, rather than relying on rehearsed phrases and carefully crafted talking points. In a world that craves transparency, these platforms resonate because they prioritize authenticity over polish.
This brings us to an essential question: is the traditional view of legacy media still valid for global journalism or investigative journalism? Historically, traditional establishments have been considered the foundation of these fields. However, investigative journalists in specific niches (such as healthcare or technology) are often independent. Global news often appears on platforms like X (formerly Twitter) before legacy editorial teams have a chance to react. The speed, reach and flexibility of new media channels are reshaping the way we approach the “big” stories.
To understand how this change might play out, let’s consider WikiLeaks. When traditional financial institutions blocked donations to the organization, Bitcoin provided a lifeline. Its decentralized nature allowed people around the world to fund WikiLeaks without intermediaries. This example illustrates how Bitcoin and blockchain technology can support investigative journalism, particularly in scenarios where traditional funding methods are compromised.
Looking ahead, we could see audiences paying directly for investigative work, particularly for stories with global impact. A more decentralized funding model could allow journalists to report freely without fearing repercussions from advertisers, governments or financial institutions.
Bitcoin has the potential to help build a more trustworthy media ecosystem. Its transparency (every transaction recorded and immutable) could verify the authenticity of content, combat misinformation and support independent creators. By decentralizing power, Bitcoin eliminates dependence on traditional gatekeepers and allows audiences to directly support the journalism they trust, fostering autonomous investigative journalism, free of monetary influence and truly serving its audience.
But this is just the beginning. It’s not just about Bitcoin; it’s about rethinking how media is produced, financed and consumed. The responsibility also falls on us as consumers. By researching our sources, verifying information, and thinking critically about what we share, we play a direct role in shaping the media landscape.
Now let’s imagine tools that can be built with responsible AI. It has the potential to revolutionize media literacy and trust by acting as a “lie meter” that validates facts, detects bias, and uncovers hidden influences of ownership and sponsorship. Through tools like fact-checking algorithms, sentiment analysis, misinformation networks, and content mapping, AI can empower consumers to critically evaluate the media they consume. By integrating these capabilities into easy-to-use platforms, such as browser extensions or educational tools, AI can make transparency and accountability more accessible than ever. While challenges such as AI bias and industry resistance remain, harnessing this technology could fundamentally reshape the way we produce, consume and trust media in an era defined by skepticism and misinformation.
The future of media is not about clinging to old models or discarding them entirely. It’s about transformation. It is a means of communication that reflects the values of transparency, independence and truth. And it’s up to us, as professionals and consumers, to support this evolution: one piece, one platform, one choice at a time.
This article is a Carry. The opinions expressed are entirely those of the author and do not necessarily reflect those of BTC Inc or Bitcoin Magazine.
