“The Brave New World”: Media without Journalism for Fan Audiences

Abstract

The latest audience research in the US shows a significant shift in how audiences perceive news and journalists. Until recently, marginal players and echo chambers, conservative media and influencers have been gaining popularity and influence beyond their traditional audiences. The article provides grounds for considering that conservative media treat their audience as a fan community that expects not to be informed, but to unite around common interpretations and a shared identity. In this sense, conservative media aim not to inform but to provide the common interpretations and support the shared identity. After Donald Trump returned to the White House, conservative media were legitimised and officialised to the point of becoming a PR instrument of the administration. This new status allows the conservative media to change not only the media agenda, but also the rules of journalism. What are the specific manifestations of the change and its potential far-reaching consequences are the questions this text addresses. Although the text refers specifically to the United States, the signs of the changes described are evident on a global scale, driven by similar political processes and by social media as a predominant source of news.