Digital Dominance: How Social Media Redefines Journalism

The role of social media and digital platforms remains contested in some journalism circles, but the latest Pew Research Center report makes it clear: when it comes to legacy versus digital media, digital has won. Digital platforms and social media are now Americans’ dominant news sources. According to Pew, 86% of adults “sometimes” get news from a smartphone, tablet, or computer, and 57% do so “often.” In contrast, print publications have nearly disappeared, with only 6% of Americans accessing them “often.”

This shift underscores a new reality: Outlets that meet audiences where they are—online—will be the ones that thrive. Pivot Fund CEO Tracie Powell and Director of Research, Learning, and Evaluation Jean Marie Brown have been tracking this transformation for over a decade. We saw early on that technology was dismantling traditional gatekeeping in news media, opening the door to a richer, more diverse news ecosystem.

Platforms like YouTube and Facebook have become incubators for media entrepreneurs, allowing them to address communities long ignored by local news. Facebook groups and pages now facilitate conversations about schools, local government, and elections, while younger audiences consume news interwoven with dance videos and eclectic content on TikTok and Instagram.

These emerging ecosystems starkly contrast with the top-down model that still dominates traditional U.S. media, a model built at a time when the nation was overwhelmingly white. Instead of re-engineering their approach, legacy media have added token coverage, such as Black History Month or Hispanic Heritage Month features, which often lack cultural competency. These efforts fall short as the country grows more diverse.

The contraction of legacy outlets has only worsened the problem. Between 2008 and 2020, traditional media shed 26% of its staff, and in 2023 alone, 2,700 jobs were lost due to layoffs, according to the Digital News Report of 2024.

In contrast, emerging ecosystems, which The Pivot Fund tracks through its landscape analyses, are driven by a demand for better representation and local news. Communities consistently express a need for information about local schools, city hall, and other hyperlocal concerns. This demand has given rise to media entrepreneurs filling gaps in coverage with culturally competent reporting that resonates with their audiences.

However, these entrepreneurs often struggle to grow. Many have been serving their communities for over a decade yet operate with limited resources—typically just the founder and maybe a stringer or two. They also face precarious reliance on third-party platforms, making them vulnerable to algorithmic changes and revenue instability. Despite their vital role, traditional journalists often dismiss these entrepreneurs due to a lack of formal credentials, overlooking the trust and accuracy that make them indispensable to their communities.

Philanthropy has invested millions into journalism, but a disproportionate share of funding has gone to traditional outlets rather than those focused on Black and BIPOC communities. The Pivot Fund is dedicated to reversing this trend by channeling resources to emerging outlets that serve underserved populations.

A holistic approach is critical to helping media entrepreneurs develop sustainable businesses. And it can pay off big. The Pivot Fund helped Pasa La Voz Noticias evolve from a Facebook-based community information feed to a local news website and events business, generating nearly $500,000 in annual revenue. They are now a former Pivot grantee — standing proudly on their own.

The future of journalism lies in empowering these emerging voices, building equitable ecosystems, and ensuring every community has access to the representation and information they deserve.