The way people inform themselves about politics and society is undergoing profound change. What was long dominated by established media companiesu is increasingly shifting towards digital platforms – and above all, to individuals. A recent study by the Jordan Center for Journalism Innovation and Advocacy illustrates just how far this transformation has already progressed.
The Farewell to Traditional News Sources
In the United States, around 70 percent of voters today get their news primarily online, while television has significantly lost importance. However, even more decisive than the channel is the source: Increasingly, it is no longer traditional newsrooms that deliver information, but rather influencers, podcasters, or politically aligned commentators. Names such as Joe Rogan or Jimmy Kimmel are emblematic of this development. They reach audiences of millions and shape political perceptions — often more strongly than traditional journalistic outlets.
Trust Shifts from Institutions to Individuals
What we are witnessing is more than a transformation of the media landscape. It represents a structural shift in trust. People are increasingly placing their trust in individuals rather than institutions. Instead of following a newspaper or a television network, they follow individual voices with whom they can identify. This shift inevitably changes the nature of information itself. News becomes more personal, more opinionated, and often more emotionally charged, while the boundaries between analysis, opinion, and entertainment become increasingly blurred.
This trend is aptly described as a shift toward an “influencer-driven public sphere.” One particularly striking aspect is the extent to which political groups differ in their preferred sources of information. While some audiences increasingly rely on satirical or entertainment-oriented formats, others turn to explicitly partisan political commentators. In both cases, traditional journalistic interpretation and contextualization become less visible, while individual perspectives gain increasing influence.
Usability Outweighs Trust
What makes this development particularly striking is an apparent paradox. Despite these trends, many studies continue to show that traditional media are trusted more than content from social media. Nevertheless, increasing numbers of people turn to influencers for information. The explanation lies less in trust than in the context of media consumption. Digital platforms are ubiquitous, easily accessible, and deeply integrated into everyday life. Information is no longer actively sought out but passively consumed—embedded within entertainment, communication, and social interaction.
Switzerland: Stability Amid Change
A look at Switzerland shows that media consumption is also undergoing fundamental change, albeit under somewhat different conditions. A study by the Research Center for the Public Sphere and Society at the University of Zurich projects that traditional media outlets will continue to lose reach, while digital platforms and new technologies gain influence. At the same time, trust in professional journalism remains relatively stable by international standards. This combination of growing platform dominance and comparatively high trust in traditional media creates a unique tension within the Swiss media landscape.
At the same time, Switzerland is also experiencing an increasing divide in information consumption. One part of the population continues to seek out news actively and consults a variety of sources, while another consumes news only incidentally—or not at all. This trend is increasingly viewed as a challenge for public opinion formation, as it can lead to knowledge gaps and a more fragmented public sphere.
AI as the Next Major Shift in News Consumption
The most far-reaching changes may result from the growing use of artificial intelligence. The fög study suggests that AI-powered systems will play a central role in the future of news consumption. Rather than accessing content directly from media organizations, users will increasingly receive news through AI interfaces that aggregate, summarize, and personalize information. As a result, traditional media brands may face a further loss of relevance, as users come into contact with the original sources less and less frequently.
A Fragmented Public Sphere
Overall, developments in both the United States and Switzerland point in the same direction: the public sphere is becoming more fragmented, more personalized, and increasingly shaped by platform dynamics. Journalism therefore faces the challenge of redefining its role in an environment where attention is no longer driven primarily by institutional authority, but by personal connections and algorithmic visibility.
The central question, then, is not only how media organizations can adapt, but also how a shared foundation for public debate can be maintained under these conditions. As information environments continue to diverge, it becomes increasingly difficult to sustain societal dialogue and mutual understanding. This may well be the greatest challenge posed by this transformation of the media landscape.
