I Heard It Through The Grapevine

The title song above was first released in 1967 by Gladys Knight. It was later done by multiple artists from Marvin Gaye to Creedence Clearwater Revival. The lyrics today best describe the rise of the social media influencers (SMIs) to rival and often replace reputable journalists as the main source of “infotainment,” i.e. information, in today’s social and political world.

“Bet your wonderin’ how I knew,

“Bout your plan to make me blue.”

SMIs are mostly online, relegating TV and radio to the sidelines. Pew Research Center reveals that 21% of adults get their news through SMIs.  With younger people under 30 it is much higher at 44%. Followers claim they prefer SMIs because they like having issues explained to them at their level, no matter how low.

“I’m just about to lose my mind.”

But wait. Isn’t that what regular and time honored journalism is supposed to do? Not when ONLY 23% of SMIs have any background in news industry experience. Tell your audience what they want to hear, not because it is true, but because it justifies the viewers’ faith and beliefs.  It is a cash cow for providers.

“You hear from what you see,

Not, not from what you hear.”

The main SMI providers are quite familiar — Facebook, Instagram, YouTube, Twitter (X), and TikTok. However, only TikTok leans to the political left, and it also attracts the highest percentage of women. Thus MAGA Republicans have a decided edge over Democrats in the SMI war for viewers.

According to ZipRecruiter.com, the average 2024 SMIs earn about $58,000 annually. Some make over $100,000. The real money belongs to media darlings who, for a price, love to share their opinions with their adoring masses. Cristiano Ronaldo makes $3.2 million, followed by Lionel Messi ($2.6 million) and Selena Gomez ($2.5 million). And that is the amount they get per post!

With newspapers shutting down nationwide and reputable reporting disappearing, expect SMIs to continue to captivate their audiences at the expense of the truth. George Orwell’s “1984” Newspeak is no longer a futuristic look at the rise of authoritarian mind control.  It is with us today.

“I can’t help but be confused.”

Note—all quotes are taken from “I Heard It Through The Grapevine”  except the one below—

“Never let the truth interfere with a good story.”—Mark Twain

ED ENGLER, Sebring, Fla.