Lori Rasmussen

This evening the question was posed as to how we as individuals vet digital news sites for legitimacy – what sites do we find credible and why? We discussed how legacy print media, such as The New York Times or The Washington Post, carry with them the assumption of trustworthiness, but will that still hold true in 50 years time? Why are certain online news outlets reputable and others not?

It’s interesting how some new and emerging online-only news providers are working harder than others to cement their own reputation as trusted sources. I look to The Hill, Politico, 538 and Axios among others when I am seeking neutral online content that presents the fullest, clearest picture. In Oklahoma, I look at NonDoc. These sources have not been around for 150 years, but during their shorter tenures, they have repeatedly demonstrated commitment to fairness, accuracy and journalistic ethics.

Certain publications are so obviously biased that I don’t even bother to read them or click on linked articles – even if I may personally agree with the content. It’s important to me to avoid echo chambers where content producers tell me what they think I want to hear; how can I expect to learn anything from that?

Another question to consider is whether an obvious political bias devalues a publication. Certainly The National Review, for example, is right leaning. There is no pretense of neutral ideology, but they do have a reputation for intellectual discourse and debate. A publication such as Slate (online and affiliated with the Washington Post) also delivers intelligent analysis despite an obvious lean to the left. (And despite the occasional article that falls closer to the clickbait side of the spectrum.)

I wonder if some of these newer digital media outlets are executing a long-term branding strategy. It would be to their advantage to do so – in the same way that the New York Times has solidified its credible reputation over more than 100 years by being consistently accurate and trustworthy, and holding accountable its employees who fail to live up to those standards. If we want to look into the future and make a guess, I would predict that these publications that are working the most diligently now to provide excellent content will develop a large, loyal audience of news consumers they’ll carry forward with them.