According to a recent survey by Ipsos, trust in the humans presenting the news has reached an all-time low. Only 42% of people in the UK now trust TV newsreaders, marking a significant 16 percentage point drop in just one year. This decline in trust reflects a growing skepticism towards news presenters as independent arbiters of truth. Instead, many individuals are turning to individual creators or influencers for their news consumption.
The concept of parasocial influence plays a significant role in this shift. Originally coined in the 1950s by academics at the University of Chicago, parasocial relationships referred to the belief that viewers of nightly news programs felt a personal connection with the anchor speaking directly to them through the camera. News presenters became more than just conveyors of information; they became trusted friends welcomed into people’s living rooms night after night.
Social media influencers have harnessed this same direct-to-camera format and leveraged the perceived personal connection to great success. Christine H Tran, a researcher at the University of Toronto, notes that the definition of “parasocial” has evolved to encompass a broader range of relationships. People can now form parasocial connections with not only news reporters or Twitch streamers but also YouTubers, singers, and Instagram power couples.
While the rise of artificial intelligence (AI) raises questions about whether it can replicate the personal connection humans provide, it is clear that people are no longer solely seeking impartiality. Mosam, an industry expert, acknowledges that AI can never replace the unique connection humans offer. However, he argues that the shift towards alternative news sources is not driven by the belief that robots do a better job than humans. Rather, it reflects changing preferences and the desire for a different kind of connection.
In conclusion, the decline in trust in news presenters and the rise of parasocial influence reflect a changing media landscape. People are seeking news from individual creators and influencers who offer a perceived personal connection. While AI may have its place, it cannot replicate the human connection that is valued by many.