THE BLURRING LINE: CONTENT CREATION VS THE BLURRING LINE: CONTENT CREATION VS JOURNALISM

By:

Ayenajeyi Emmanuel Ayenajeyi jr

In contemporary digital environment, the difference between content creation and

journalism is becoming difficult to fully define. With the rise of social media

platforms, individuals armed with smartphones and Internet access now break

news and shape public discourse; roles meant for trained journalists. But as

they take this role on, a question is raised: where does content creation end

and where does journalism start?

The  emergence of content creators as information providers is not surprising in

this digital era where the people simply turn to their social media pages to

know about happenings in a state. Majority of the audiences are drawn to

relatability, immediacy and personality; all of which some traditional media

outlets sometimes struggle to deliver. Platforms like Facebook, Tiktok, X, and

Instagram have allowed creators to build loyal fan base by disseminating news

in engaging and interesting format. In some cases, these people reach a wider

audience than established news media houses. During the EndSARS protest in Nigeria, the shift was evident as many Nigerian youth turned

to X, Instagram live and other social media platforms for real life updates.

Content creators and influencers streamed the protest and police activities and

shared live updates faster than the traditional media outlets. Public figures like Mr Macaroni and Rinu Oduala became key voices to the cause of the movement, not just entertaining but informing and mobilising the masses.

Today, creators like Brain Jotter, Taaooma and Broda Shaggi shape public conversation

and opinions through skits that reflect social and political happenings  while commentators like VeryDarkMan share

opinions and findings that many audience consider as fact.

Journalism however, is rooted in verification, accountability, truth and independence;

standards not all creators tend to follow. The desire and drive for more views,

likes and engagement sometimes lead to misinformation especially when these

unverified claims are presented as facts.

Ultimately, the difference between content creators and journalists does not lie in the

platform they use but by the standards they uphold. In an era where everyone is

free to publish, credibility serves as the centre of legitimacy, placing an ethical obligation on communicators to uphold truth and social responsibility