Media
Independent journalism in the age of Big Tech and AI
Around the world, news consumption continues to move away from traditional journalistic outlets. As reported in the Reuters Digital News Report 2026, social media and video platforms are, on average and for the first time, more popular news sources than the websites and apps of news organisations themselves. Moreover, an increasing number of users are experimenting with AI chatbots. At the same time, support for journalistic principles such as impartiality persists.
In discussions about independent journalism, “Big Tech” plays a central role – the handful of technology companies that operate the social media platforms and search engines from which information today is gleaned. They possess not only cloud storage and computing power but also data analysis capabilities and high-reach distribution channels – and thus the essential prerequisites for the creation and publication of digital news content.
Journalists worldwide are grappling with the question of how they can reduce their dependence on Big Tech. The Journalism Cloud Alliance (JCA) aims to provide an answer to this. Its objective is a shared technical infrastructure for different newsrooms. This is intended to improve cybersecurity for journalists and make it more affordable, whilst also enabling greater bargaining power vis-à-vis Big Tech. The JCA was launched in 2024, convened by the Global Forum for Media Development (GFMD) and the Organised Crime and Corruption Reporting Project.
At national level, there are already examples of several smaller newsrooms joining forces, such as those under the umbrella of the Danish Press Publications Collective Management Organisation (DPCMO) in Denmark and Country Press Australia (CPA) in Australia. This strategy has strengthened the position of smaller media organisations in negotiations with Google and Facebook regarding fair remuneration for news content on their platforms and search engines.
Different contexts for journalism
Two of the key challenges facing the JCA’s alternative cloud infrastructure were raised during a panel discussion on journalism and Big Tech at the Global Media Forum (GMF) in Bonn in June. The GMF is an international media conference organised annually by Germany’s international broadcaster Deutsche Welle.
Firstly, it is likely to prove difficult to create a uniform system that meets the various legal requirements to which newsrooms worldwide are subject. Data protection legislation and press law differ considerably from country to country; there are even differences within the European Union. Journalistic workflows in democracies differ from those in autocracies.
The second problem concerns monetisation. Initially, the JCA was funded through philanthropic donations. In order to be able to offer services and technologies in the long term, the JCA could explore different revenue models such as membership fees, usage-based service charges or public funding. However, many small newsrooms, especially in countries where the press is underfunded, are already struggling with financial constraints. They may not be in a position to contribute to a model that requires additional costs from them. Additionally, it may prove difficult to encourage the public to get on board, now that people have become accustomed to receiving their news with little or no direct charge.
Challenges facing journalism
This year’s Global Media Forum in Bonn was held under the motto “Journalism out loud”. The slogan refers to the call for independent journalism to speak out more forcefully in the face of a global political landscape characterised by rising nationalism, efforts to increase state control over the digital sphere and deepening polarisation within society, including in Western democracies.
In Bonn, representatives from the media, academia, business and politics discussed topics such as the misuse of information, manipulation and the role of artificial intelligence (AI). The latter is being viewed as a chance for journalism due to its fact-checking capabilities, but also as a threat, for example, because it can easily be used to spread disinformation. In light of the shifting balance of power in the media landscape, a particular emphasis was placed on the continued significance of traditional media and journalism, despite changes in how people access information. For many media organisations, however, the key challenge remains that of establishing a sustainable business model in response to changing user behaviour among their target audiences.
The future of journalism will not be determined by the nature of its content or distribution mechanisms alone, but by the choices made by those who control the infrastructure upon which it depends. Structural change is needed to ensure a diverse media landscape based on pluralism and equity. Journalists have a vested interest in halting the trend towards growing dependence on Big Tech. The extent to which they succeed in this will help determine the quality of the media landscape – in democracies and autocracies alike.
Sources
Reuters Institute Digital News Report 2026
Lucia Deon studies communication science.
euz.editor@dandc.eu
