Even a Celebrity Journalist Can’t Have an Opinion

Abstract

Post-Millennials have exhibited decreasing levels of news usage but increased consumption of news via social media, more pronounced than the changes in older cohorts. These changes raise questions about the role of media skepticism and the recognition and evaluation of journalists and nonjournalist information sources. This study employs an experimental design to examine how media branding influences Post-Millennials’ assessments of credibility, objectivity, and evaluations of the individual and information presented on a Twitter feed. Results demonstrate the continued value and weight of traditional news sources while at the same time providing insight into the limits and boundaries of actors within those systems.