The middle
Media stands in the middle.
Between what happened and what people heard.
When trust broke, the middle broke with it.
So we looked for a closer one. Someone human. Someone with a phone. Someone who felt like they had nothing to lose.
Influencers didn’t replace media. They replaced the distance.
For a while, that worked.
Then the incentives arrived.
Sponsors. Access. Algorithms. Expectations.
And the middle filled up again.
Trust erodes when people lie. It disappears when incentives accumulate.
Anyone who becomes the intermediary eventually has something to protect.
And once there’s something to lose, there’s something to shape.
The mistake isn’t trusting media. Or trusting influencers.
The mistake is outsourcing judgment to anyone standing in the middle.
Trust voices that would still tell the truth even if it cost them reach, access, or money.