Media in change: Journalism fights against click euphoria!

Media in change: Journalism fights against click euphoria!

As part of the ORF "Dialogforum", leading journalism experts discussed the challenges and perspectives of media landscape in 2025. The event illuminates the unchecked expansion of global players such as Google and the urgency to develop effective regulatory measures by the EU. Roger de Weck, author of the book "The principle anyway", emphasized that journalism had to fight for facts in order to differentiate themselves from the often sensationalist social media. "It would be dangerous if journalistic media copy the (un) social media," warned de Weck, referring to the current paradigm shift towards an excitement economy in which click numbers dominate about knowledge of journalism, as OTS reported.

The role of social media and challenges for traditional journalism

In the discussion, the importance of social media for access to young target groups was also emphasized. Antonia Titze, social media manager of the 'Der Standard', is convinced that classic media must be present on platforms such as Tikok to address younger readers, but without concentrating only on clicks. Documentary filmmaker Friedrich Moser warned of the distortions that can arise from the use of social media. He found that AI technologies already contribute to relief in editorial offices, while many classic journalists have to fight in the face of the broken advertising income. This also has an impact on the ethical standards that have to be kept in a changing media landscape, so BPB.de .

also Dinko Fejzuli, editor -in -chief of Medianet, pointed out the impending power of the large international media companies, which are often not subject to the same regulations as local providers. In this complex situation, it is crucial to create exclusive and relevant content. Johannes Bruckenberger, ORF editor-in-chief, confirmed the need to protect journalistic ethics and pointed out that public media should not lose sight of their mandate, even if digitization brings challenges. Daniela Kraus, President of the Press Club Concordia, summed it up: "Media policy is not a niche product, but a great topic and important for the entire society."