When Journalism Becomes PR: How Unqualified Social Media Admins Are Staining the Fourth Estate in J&K

Syed Sajid Hussain, Srinagar, July 28: Journalism, once seen as the backbone of democracy and the voice of the voiceless, is experiencing an identity crisis in Jammu & Kashmir. What was once a noble profession focused on truth and accountability is now being weakened by a surge of self-styled “journalists” who lack the education, ethics, and understanding of the law that the field requires.

From Watchdogs to PR Agents

Over the years, parts of the media have steadily shifted from being the people’s watchdogs to acting as public relations branches of the government and powerful institutions. Instead of questioning authority or exposing wrongdoing, much of today’s media focuses on promoting official statements, praising superficial development projects, and steering clear of sensitive issues. This void of serious, fact-driven journalism has been filled by a new group of social media personalities—Facebook page admins and amateur content creators—who label themselves as “journalists” without any professional training or grasp of the media’s role in a democracy.

The Rise of ‘Entertaining News’

On Facebook, Instagram, and YouTube, flashy videos packed with high-energy commentary and eye-catching headlines attract thousands of views. These individuals thrive on viral content, often honing in on trivial or misleading stories to grab attention. Their lack of understanding of media ethics, constitutional rights, or journalistic laws means they often publish information without verifying facts, potentially harming reputations or spreading half-truths. Despite their lack of credibility, these so-called journalists achieve great popularity due to their entertaining, dramatic style, which resonates with the masses. People, tired of traditional news formats, often support these figures without recognizing the long-term harm they cause to public discussion and accurate reporting.

The Cost of Unqualified Reporting

Unlike trained journalists who study media law, ethics, and the Indian Constitution, these self-proclaimed reporters are unaware of the legal and moral limits of news reporting. They do not grasp the importance of accuracy, fairness, or the risks of defamation. As a result:

True journalism is overshadowed by cheap theatrics.

Government accountability weakens as real issues are overlooked in favor of clickbait. Public trust erodes, leaving citizens confused about facts and entertainment. In this environment, genuine reporters—those who risk their lives to investigate corruption, human rights violations, and governance failures—are pushed aside.

Why People Still Support Them?

The popularity of these “Facebook journalists” points to a deeper issue: audiences now seek quick, dramatic, and emotional content instead of thorough, fact-driven reporting. In the age of social media, truth struggles to compete with entertainment. Additionally, these amateur newsmakers often use a loud, aggressive tone, creating the impression of honesty and boldness. Viewers, mistaking volume for courage, rally around them even when their reports lack depth.

The Stain on Journalism’s Credibility

This trend has tarnished the reputation of journalism overall. The line between professional news reporting and social media commentary has become blurred, making it easier for authorities to dismiss even real journalists as “biased” or “fake.”

The damage is twofold:

1. Real journalists lose credibility, even when they adhere to ethical standards.

2. Citizens lose access to trustworthy information, which is essential for a healthy democracy.

The Way Forward

To safeguard journalism in Jammu & Kashmir and across India, there is an urgent need to: Educate audiences about the difference between credible journalism and social media entertainment. Encourage professional training for aspiring reporters, providing them with a solid understanding of media laws and constitutional protections. Hold social media platforms responsible for misleading content that pretends to be news. Support real journalism by prioritizing fact-checking, investigative reporting, and ethical storytelling over mere popularity. Until these steps are taken, the noise of unqualified “Facebook journalists” will continue to drown out the truth, and the fourth estate will remain compromised.