I vividly remember buying a small battery-powered radio after high school. How convenient it was, and it turned out to be one of my favorite possessions at the time.
I didn’t grow up with a television, which might explain why I still don’t enjoy watching it today. I would much rather pick up a newspaper or a book than sit down in front of a TV. The point is, I have always felt, like many, a deep need for information, as vital to me as the oxygen my body requires.
There was a time when I lived in a big town in Ghana, and back then, newspapers were the primary source of news. Social media didn’t exist. I made friends with the lady who sold newspapers—not because I couldn’t afford them, as they cost next to nothing, but because I didn’t want to keep buying them every day. Instead, I would visit her newspaper stand every morning to read the latest headlines and more. She was very kind by letting me do so. Looking back now, it feels like an ancient practice, and it brings a smile to me.
The way we consume information these days has changed so rapidly that it’s almost overwhelming. The pace of this transformation is faster than we can fully comprehend or adapt to. But maybe that’s the whole point: to just go with the flow.
These are my first-hand experiences, and they serve as a reminder of how much has shifted in such a short span of time. From holding a newspaper in my hands to scrolling through endless feeds, or listening to podcasts while driving or at the gym, the evolution of how we stay informed is nothing short of remarkable. And now, let’s delve into the death of mainstream media—a postmortem.
Information, as stated above, is as essential to human survival as food, water, and oxygen. Throughout history, media outlets, whether through print, radio, television, or the more recent wave of podcasts, have served as critical tools for disseminating information and, at times, exercising control over us—the masses. The profound influence of the media has been evident for decades, but the extent of its power became glaringly apparent during the COVID-19 pandemic.
At the height of the pandemic, public health officials, and even the former Governor of New York, Andrew Cuomo, delivered daily press briefings that captivated audiences around the nation and beyond, particularly senior citizens at home or in nursing homes. I mention that demographic because they are still a significant chunk of TV viewers today. People tuned in religiously, glued to screens in an atmosphere of palpable fear. The sheer influence of those briefings highlighted how the media can shape perceptions and behaviors. Any entity wielding such power is ripe for manipulation and abuse, a reality that has only become more evident in recent years.
What happened?
The decline of mainstream media has been a gradual process, but many trace its acceleration to the 2016 U.S. presidential election. Donald Trump’s presidency, polarizing as it was, laid bare long-standing issues within the media, from biased reporting to outright misinformation. Viewers began to question the integrity of outlets they once trusted.
By the 2024 election, the disillusionment was undeniable. Following Trump’s re-election, reports emerged that major networks like MSNBC, ABC, and CNN experienced a staggering drop in viewership—some by as much as 50%. In any other industry, such a decline would trigger urgent calls for restructuring. Yet the question remains: Have people lost interest in news altogether?
The answer is a resounding no. Us humans have an intrinsic need for information, as fundamental as the need for sustenance. The real issue lies in the perceived dishonesty of these media outlets. The level of fear, lies, and manipulation is becoming obvious to everyone. For years, mainstream media relied on sensationalism, bias, and occasionally false narratives to maintain total control over their audiences. When people realized they had been misled, many walked away, seeking alternative sources of information.
The exodus from mainstream media is also generational. Younger audiences were never loyal to traditional TV news. They grew up with mobile devices and social media. That is why instead, they gravitated toward social media platforms like Facebook, YouTube, Instagram, and Tiktok for their information. Mainstream outlets attempted to discredit these platforms, accusing them of spreading dis/ or misinformation, but they failed to win over the younger viewers—and they continued to decline.
This shift gave rise to independent media and podcasts, which have seen explosive growth. Figures like Bill O’Reilly, Glenn Beck, Tucker Carlson, and others who left mainstream networks have built their own platforms, bringing their loyal audiences with them. For example, Megyn Kelly who was at Fox, NBC, and now an independent podcaster now boasts over 3 million subscribers on YouTube, while Candace Owens from Prager, to Daily Wire and now an independent media, also commands an impressive 3.11 million followers and growing.
These people have earned the trust of their viewers. Unlike traditional networks, their viewers get to interact with their host and with each other in the comments section. Joe Rogan, arguably the king of independent media and podcasts, has a staggering 18 million plus subscribers, with episodes garnering tens of millions of views. His most recent interview with Trump, leading up to the elections, has amassed over 45 million views within 48 hours, exemplifying the unparalleled reach of independent media. Throughout his presidential campaigns, Trump has only sat down with podcasters, and his messages have been spread far and wide.
Independent media thrives because it offers something mainstream outlets often lack: authenticity. They welcome raw footage with zero edits and are highly interactive. These platforms provide unfiltered perspectives, attracting viewers disillusioned by traditional news altogether. This shift represents a democratization of information, where individuals are no longer reliant on centralized, corporate-controlled outlets.
For Mr. Trump, independent media has been a boon. Unlike his predecessors, he has bypassed traditional networks, waging all out war on them since 2016 and leveraging podcasts and social media to connect directly with his base. In his first term, we saw him tweeting nonstop from the Oval. Definitely new and unconventional but it worked for him and of course, the mainstream media lost it. This strategy has further marginalized them, leaving them struggling to remain relevant.
Now what?
Despite its decline, mainstream media is unlikely to disappear. Trump’s contentious relationship with the press ensures that they will continue to report aggressively on his upcoming administration, catering to the segment of the population that absolutely abhors and opposes him. I strongly believe that, deep down though, some of these media outlets preferred him in office to Ms. Harris. They knew a controversial Trump would be good for their business. Controversy, after all, drives ratings.
As for the president-elect, his leadership style, deeply rooted in business pragmatism rather than political convention, will undoubtedly ruffle feathers in DC. His aversion to bureaucracy and preference for swift deal-making often clash with the slow, deliberative nature of government. He might get things easier this time as his government is in control of both the House of Representatives and the Senate. While this approach has its merits, it also leaves room for missteps. The lesson is that bureaucracy has its place.
Regardless of one’s political leanings, it is in everyone’s interest for America to thrive under this new leadership of Trump. When the U.S. prospers, the world benefits.
The evolution of media reflects broader societal shifts. From the dominance of traditional outlets to the rise of independent platforms, the way we consume information is changing rapidly. Trust remains the cornerstone of this transition. As audiences continue to seek honesty and authenticity, the future of media will be shaped not by institutions but by individuals who prioritize truth over influence.
Let us hope for a media landscape that informs rather than manipulates—a world where information, likened to the essentials of life, sustains rather than controls us.
I hope this provoked your thoughts about media and information. If so, mission accomplished.
I remain your pal,
Ronnie
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