The battle between influencers and journalism: who defends the truth?

In the digital era, the phenomenon of influencers has taken on unprecedented prominence, but it has also sparked a profound debate about the role of journalism in society. Polarization and personal attacks have become common elements in the content produced by these influencers, turning the discussion space into an emotional battleground. The logic behind this is nothing more than the desire to attract attention, to become a standard of quality in an environment where virality often takes precedence over truth. Colombia, with its history marked by conflicts and scandals, has found in mass media a bastion for democracy and the defense of its institutions. Over the decades, journalists have been responsible for uncovering cases of corruption, violence, and abuse of power, facing powerful enemies, from drug traffickers to corrupt rulers. It is through this work that quality journalism has been built, journalism committed to the truth and the well-being of society. Examples of assassinations, such as that of Guillermo Cano, director of El Espectador, reveal the magnitude of the challenge faced by communicators in the country. Recent history reminds us that, despite violence and censorship, independent journalism has managed to remain steadfast, thanks to the courage of those who dare to investigate and tell the truth. This legacy is measured not only in terms of audacity but also in the ability of journalists to act as guardians of information in times of crisis. Amid this context, the question arises about the independence of the media and the quality of the content they produce. Although media owners may be the subject of debate, the reality is that journalists have cultivated their independence, resisting the pressure from owners and prioritizing truth in their reporting. This is a valuable lesson that should not be forgotten in a world where the opinion of an influencer is often considered more relevant than journalistic investigation. Alternative media have also found their place in this ecosystem, as long as they maintain journalistic standards and manage to offer balanced and rigorous content. An outstanding example is La Silla Vacía, which has managed to position itself as a reliable and critical source of information. However, influencers often do not understand the fundamental difference between expressing an opinion and practicing journalism. While the former is based on personal interpretation and subjectivity, the latter seeks an objective representation of reality. The journalistic process is filled with filters and editors that ensure the quality and truthfulness of the information. In contrast, the opinion of an influencer lacks these control mechanisms, which can lead to misinformation and excessive simplification of complex topics. This type of content tends to appeal to emotions and outrage, which can be tempting for the audience, but ultimately contributes to misinformation and social polarization. The training of future communicators is also affected by this trend. Communication students must understand that the objective of their career goes beyond becoming influencers. The pursuit of truth, critical capacity, and ethical commitment are fundamental aspects that must be prioritized in their education. Journalism offers tools to understand the complexity of the world, while the easy path of personal opinion can lead to superficial understanding and the loss of critical sense. In a country facing such profound challenges, society needs more than ever moderate and sensible voices that offer thorough explanations and seek to represent all perspectives. Discussions on complex issues require a serious and well-founded approach, far from the immediacy and superficiality that often characterize influencer content. Despite the mistakes made by the media and its journalists, the path to truth is essential, and society will continue to need those who are committed to quality journalism. In this sense, the media must continue to act as beacons of light amid the darkness of power and abuses, and not lose sight of their mission to inform, educate, and empower citizens. The struggle for truth is a collective effort that must be maintained, and journalism is an indispensable tool in this quest.