Journalists have long seen themselves as members of the fourth estate—watchdogs whose work informs the public, shines a light on injustice and holds power to account. But in recent years, Americans’ trust in the media has plummeted amid deepening political polarization and the rampant spread of misinformation and disinformation online.  

That’s why in 2020 and 2021, Greentarget conducted research to understand the toll that so-called “fake news” is taking on seasoned journalists—and offer guidance for how PR professionals and business leaders can help stem the tide.  

Since then, the challenges facing journalism have only deepened, from widespread media layoffs to technological shifts like the explosive growth of generative artificial intelligence (AI) that could automate some reporting and writing tasks—and potentially further undermine journalism jobs. Those developments prompted a different approach to our ongoing research.  

For our latest iteration, we surveyed young reporters and journalism students to understand the following: 

• Why they’re committed to pursuing the profession 
• Their outlook on the future of journalism 
• Their perspectives on AI, social media and fake news 

We’ll publish the full report in the coming weeks. In the meantime, here’s a glimpse at why up-and-coming journalists are optimistically jumping into the arena, and how they view factors that are changing the industry in real time. 

1. To Provide Credible, Fact-Based Information 

Nearly all the up-and-coming journalists we surveyed believe traditional media should be impartial. And a majority said a key reason they’re entering the field is to provide accurate information that the public can rely on to make informed decisions—reflecting respondents’ faith in the role of the press as an arbiter of truth and accountability.  

So where does their credible information come from? Respondents said they research and/or vet stories using tried-and-true techniques from the reporter’s toolbox, including: 

• Doing first-hand field reporting 
• Reviewing top-tier publications 
• Reaching out to academics, experts, and/or think tanks 
• Looking at information from government agencies/organizations 

Respondents had a complex relationship with social media, which they used to generate story ideas and/or vet information—but to a lesser degree than the above methods. That may be due to next-gen journalists’ view that social media is a key spreader of false or misleading information. However, they also see social media as valuable for distribution and measurement.  

AI-enabled tools from ChatGPT to Google Translate are also gaining ground for some tasks, including data analysis, research, writing and editing. But some respondents expressed concern about how AI could impact the industry in the future, citing the potential for inaccuracy and/or misinformation, as well as fears that technology could replace some human journalists.   

Whatever the tools, they reported taking several steps to verify that the information they publish is trustworthy, including: 

• Contacting the source directly 
• Securing multiple sources 
• Searching for corroborating sources 
• Using fact-checking sites (e.g., PolitiFact) to avoid spreading false information 

2. To Shine a Light on Injustice and Social Issues 

Gen Z (those born between the late 90s and early 2000s) may be the most progressive, technologically savvy, and socially-minded generation yet, and share many values that Millennials also prioritize. It’s no wonder, then, that this generation views a career in journalism as a way to tell the truth about what’s happening in the world around them and, in some cases, advance the social change they want to see. 

Many of the reasons respondents cited for deciding to pursue journalism reflect those concerns, including: 

• To expose injustice 
• To make a difference in the world 
• To hold governments and institutions accountable 

Next-gen journalists also said that diversity, equity and inclusion (DEI) is a significant concern, both in newsrooms and in terms of coverage. Many respondents believe that diversity in the profession across racial, gender, and economic categories is foundational for good reporting, and note that lack of representation could lead to narrow coverage, “social imbalance” on topics in the news—and the loss of public trust. 

3. To Combat the Spread of Fake News 

Students and NextGen journalists aren’t naive about the challenges they’ll face as a result of misinformation (information that is false) and disinformation (information that is intentionally fabricated). In fact, many respondents expected the problem to worsen, with social media cited as a leading factor.  

But they also don’t hold a purely doom-and-gloom view. Rather, they’re passionate about the opportunity to combat misinformation and disinformation in their sphere of influence. In fact, nearly half of our survey respondents said fighting fake news is one reason they want to be journalists. 

As digital natives, Gen Z could be uniquely qualified to take up this battle cry. A marked rise in media literacy education means members of this generation may be more likely to know how to ask critical questions about the media they consume, spot misleading or false claims, and avoid manipulation.   

Despite Challenges, Gen Z Looks at the Future of Journalism With Optimism 

In our last Fake News Report, only 14% of journalists said they believed their own efforts had an impact on the fight against misinformation and disinformation. According to our survey, Gen Z holds a more upbeat view, responding that their outlook for the next decade is at least somewhat positive.   

At Greentarget, we’re optimistic about the future as well. And in large part because of what we’re learning from the next generation of journalists, we continue to believe that traditional media will play a crucial role in inspiring and leading smarter conversations.  

We’ll delve more deeply into the reasons for that optimism when we release our full report later this year.