Is it stupid to use news sources in your online content? Maybe.
We’re in our MMM Era, and it’s not as cool as the Eras tour. No, we’re in the Mass Media Mistrust era.
Data from the Pew Research Center indicates that media mistrust in the US has reached Congressional levels. Yeah, people hate/distrust the media that much right now.
- Should You Include News Agencies as Sources Within Your Website Content?
- Understanding Media Polarization
- Public Mistrust in News Agencies
- The Role of Social Media in Fueling Media Distrust
- The Impact of Media Polarization on Online Content
- Best Practices for Using News Sources in Online Content
- Tread the New Media Waters Carefully
Should You Include News Agencies as Sources Within Your Website Content?
Using reputable sources within your website content can help in numerous ways, including establishing credibility and authority of the information on the page. Reputable sources can also help with your overall rankings.
But, do news sources count as reputable locations from which to get information? Should you cite new sources on your website?
We’re living in a time that’s seen public trust in the media rapidly erode. Simply telling someone which news station you watch can start an argument. It goes as far as people judging a gym or bar based on whether they are playing CNN or Fox News. Much like my local Planet Fitness, located in a predominantly conservative state, relocated CNN to an obscure corner of the gym and only then on a single picture-in-picture with four other stations on the same screen.
As content writers and content managers, we must carefully approach our strategies when researching and writing pages for our clients, and this includes understanding media polarization. Whether we’re discussing law firm SEO content or content for another type of business or agency, this is an issue that should be addressed.
Understanding Media Polarization
The growing divide in how news is produced, consumed, and perceived along ideological lines isn’t new. In the United States, this phenomenon has deep historical roots but has intensified significantly over the past few decades and certainly skyrocketed since 2016. Now, it seems to be a free-for-all of hate coming from all directions at every outlet. How did we get here?
Historical Context
One key turning point was the repeal of the Fairness Doctrine in 1987, which required broadcasters to present contrasting viewpoints on controversial issues. Its elimination allowed for the rise of partisan media outlets, notably talk radio in the 1990s and the emergence of cable networks like Fox News and MSNBC. Everyone loves to point the finger at CNN, usually because they’re the ones who started the 24/7 news mania, but they weren’t the ones to start the partisan divide.
Even though CNN arguably opened the floodgates, this more partisan shift in the 90s marked the beginning of a more overtly polarized media field. The shift is evident in Gallup’s chart.
Globally, media polarization varies. Countries like the UK, with public broadcasters like the BBC, tend to have more centralized and regulated media systems less prone to polarization (though the UK may not be the best example here, seeing as they’re also slightly bonkers right now as well). In contrast, the U.S.’s deregulated and highly commercialized media landscape encourages ideological splits.
Some Contributing Factors
Several elements fuel media polarization, including:
- The 24-hour news cycle prioritizes sensationalism to capture attention.
- Financial pressures incentivize catering to niche audiences rather than the general public (firm audience ideologies bring more certainty for advertisers).
- Social media amplifies extreme viewpoints, further entrenching divides (we’ll talk about social below).
Public Mistrust in News Agencies
We don’t really need data to tell us that public trust in the media is in serious trouble, but what do the numbers show us? Believe it or not, it can be fairly hard to find solid data because, you guessed it, a lot of the same data gets skewed in different ways depending on which outlet you examine. But we’ll try our best.
Who Do People Trust?
Trust varies significantly by demographic and political affiliation. According to a 2024 Gallup poll, trust in the media is at an all-time low (again, right down there with the historically unpopular members of Congress), outlets like PBS and The Associated Press rank among the most trusted, while partisan networks like Fox News and MSNBC evoke mixed reactions depending on the audience.
Why Is Trust Declining?
Several reasons explain this rapidly growing skepticism in the media, including:
- Perceived Bias. Many believe news outlets cater to specific political ideologies, prioritizing opinion over objective reporting. Let’s face it. This happens regardless of the political slant.
- The Role of Misinformation. As misinformation proliferates, distinguishing fact from fiction becomes harder, tarnishing even credible outlets by association.
- Digital Echo Chambers. Social media platforms foster environments where we’re exposed predominantly to viewpoints aligning with our own beliefs, deepening distrust of opposing perspectives.
The Social Media Effect
Social media is a double-edged sword. While it democratizes access to information, it also enables the rapid spread of misleading or completely false information. Viral misinformation erodes public confidence in both the platforms themselves and traditional media attempting to debunk the myths.
Remember the recent Hurricane Helene? That tragic event, which will take some states and communities years to recover from, was a hotbed of misinformation. The misinformation was so widespread and convincing that FEMA workers had to pause their incredibly important inspections due to constant but very real threats. Those threats came from the rapid spread of false information through social media.
The Role of Social Media in Fueling Media Distrust
The rise of social media as a primary news source has dramatically altered how people perceive and engage with news.
A Shift in News Consumption
Social media platforms like Facebook, Twitter – “X”, and TikTok are now major players in the news ecosystem. Remember how weird it was when Barack Obama embraced social media back in 2007/2008? Wow, those were the days before we knew the pains social media would bring.
The immediacy and accessibility of these apps appeal to audiences, but they also lack the editorial oversight of traditional media. As of 2023, over 50% of Americans reported getting news from social media, yet only 29% trust the information they encounter there (hard paywall).
Let’s not underestimate how quickly the public has shifted. When Donald Trump appeared on The Joe Rogan Experience, it was a big deal. Traditional media outlets were left on the sidelines, only able to discuss the interview. They couldn’t control the narrative in any way, just report on the aftermath.
Kamala Harris ended up not appearing on the show, likely to her detriment. Joe Rogan’s show has been described, by some, as the Fox News for young people. That’s an already large and continuously growing audience.
Guess what? This shift in media consumption is barreling forward. Political pundits on all sides anticipate that this shift to more non-traditional media is not reversible. We have to adjust.
Algorithmic Polarization (that’s a really cool band name)
Social media algorithms prioritize content that generates engagement. These algorithms are fueled by AIs that pick and choose your experience based on repeat behaviors, which then creates the echo chamber because it mimics your choice over and over again.
Unfortunately, this usually means amplifying polarizing or sensational posts, creating echo chambers where users are exposed to viewpoints that reinforce their existing beliefs. All of this fosters distrust in alternative perspectives while dangerously committing users to a perspective that may have false or biased presumptions.
Erosion of Trust in Traditional Media
The constant barrage of competing narratives online diminishes the credibility of traditional outlets. Consumers inundated with conflicting information become skeptical of all sources, perceiving even reputable organizations as part of the problem. If you’re asking, “Are there any reputable news organizations?” then you see the issue.
The Virality of Misinformation
Unverified and sensational stories spread rapidly on social media, often outpacing corrections. This undermines trust in legitimate sources and leaves users questioning what’s true. Right now, nowhere is this more prevalent than with the main stories in our headlines (elections and wars).
The Impact of Media Polarization on Online Content
So why should this matter to you?
Media polarization can have implications for businesses and their online content strategies. Content that cites polarized news sources risks alienating segments of your audience. For instance, referencing Fox News may bolster credibility with conservative readers while diminishing it with liberals—and vice versa with outlets like MSNBC.
Special note: I’m not naive enough to think that business owners and law firm owners don’t have political beliefs. What I do know is that, as a consumer and as someone who knows how to read data, the vast majority of your consumers or clients don’t want to hear about your beliefs. At all. Seriously. Stop doing it. Doing so can, and likely will, alienate a base of potential clients.
Easy Strategies to Mitigate Risk
To navigate any potential missteps, we encourage you and your team to:
- Rely on neutral, fact-based outlets.
- Include diverse viewpoints (if warranted) to demonstrate balance.
- Disclose source selection criteria to build transparency. Let audiences know why you’re using certain sources if you sense there could be an issue.
What About Content for Law Firms?
Law firms, in particular, must tread carefully when referencing news sources. Credibility is paramount in legal content, as clients seek trustworthy and impartial advice.
Practical Strategies
- Use government websites, legal databases, and peer-reviewed journals as primary sources.
- Avoid citing highly polarized outlets unless necessary (they’re the only ones reporting on an issue)
- Clearly differentiate between opinion and verified facts. For example, a blog post on a recent Supreme Court ruling should cite the court’s official decision rather than an interpretation from a partisan news outlet.
Best Practices for Using News Sources in Online Content
Whether you’re operating a law firm or another type of business, credibility matters online, and so does avoiding alienating your audience. If you’re looking for some quick overall best practices, we suggest:
- Selecting Credible Sources. Prioritize outlets with a history of impartial reporting, like Reuters or AP.
- Balancing Viewpoints. Where possible, include perspectives from multiple sides to demonstrate neutrality.
- Fact-Checking Rigorously. Use tools like FactCheck.org or Media Bias/Fact Check (full disclosure, this site is clunky) to verify claims.
- Disclosing Transparency. Be upfront about why you chose specific sources, especially if they could be perceived as polarizing. Readers appreciate communication.
A Note on Local News
It’s not uncommon for law firms or other businesses to use local news stories on their websites. This could include news about a case the business or law firm is involved in, but not always.
Local news outlets tend to foster more trust from the general public because they usually (but not always) try to stick with local news and fewer opinion pieces. You’re usually pretty safe using these sources, but we’ve been asked to take down entire blogs based on local news before. Usually, this has to do with local sensitivities we weren’t made aware of, but it happens (i.e., a Stand-Your-Ground case that rocks a local community or a case involving a well-known local).
Use your discretion when it comes to local news outlets and which stories to use on your website. The media ecosystems for individual states and regions differ. You know your space better than anyone else, including what your local audience trusts.
Tread the New Media Waters Carefully
It’s an MMM world, and we’re just trying to survive. Mass media mistrust means that law firms and business owners must navigate news sources with precision and care. Understanding media polarization and its impact is not just an academic exercise. It is important for maintaining credibility and trust.
Blue Seven Content understands these issues and we make sure our clients receive content that hits the marks. We actually take time to discuss these types of issues internally so we can stay ahead of the game.
Written by Allen Watson – Co-Founder and CEO of Blue Seven Content
Edited by Victoria Lozano, Esq. – Co-Founder and Executive at Blue Seven Content