Author: Pragati Pallavi
For the next generation of media professionals, the message is clear: Don’t just prepare to work in the media. Start building your identity in it
The media landscape is changing, and so are the rules of opportunity. A few years ago, aspiring journalists primarily focused on building their portfolios, gaining newsroom experience and developing their reporting skills. Today, another factor is increasingly influencing their professional journey: their presence on digital platforms. From reality television shows inviting popular social media influencers to established media organisations collaborating with digital creators, visibility has become an important currency in the entertainment and communication industries. Individuals with a strong online following are increasingly finding opportunities that were once largely associated with conventional professional experience. This shift raises an important question: Is being good at your craft enough, or must you also know how to make the world notice it?
The rise of creator journalism reflects this changing reality. Social media platforms such as Instagram, YouTube and LinkedIn have transformed individuals into independent media brands. Journalists are no longer restricted to writing for newspapers, reporting for television channels or producing content for established media houses. They can now build their own audiences, explain complex issues through short videos, host independent podcasts, conduct interviews and engage directly with viewers. This does not mean that professional qualifications, experience and journalistic ethics have lost their relevance. Rather, the definition of a successful media professional is expanding.
The growing preference for influencers in reality shows and entertainment programmes also reflects this shift. Producers often look beyond conventional talent to consider an individual’s audience reach, engagement and ability to generate conversations. A familiar face with an established digital following can bring visibility and audience interest to a programme even before it begins. Similarly, media organisations increasingly recognise the value of creators who understand audience behaviour and can communicate in formats that resonate with younger viewers.
However, popularity and credibility are not interchangeable. A large following may attract attention, but sustained professional success depends on consistency, originality, knowledge and the ability to build trust. For journalism students, this distinction is particularly important. The objective should not be to become viral at any cost but to become recognisable for the quality and credibility of one’s work. This is where personal branding becomes essential. It is not simply about posting photographs, chasing trends or accumulating followers. It is about identifying one’s strengths, developing a distinct voice and creating a digital identity that reflects professional abilities.
The future of media will not necessarily belong to those with the largest number of followers, but to those who successfully combine professional competence with digital visibility. In a world where everyone has a platform, the real challenge is to have something meaningful to say and the skills to say it well. For the next generation of media professionals, the message is clear: Don’t just prepare to work in the media. Start building your identity in it.
The writer is an Assistant Professor, Delhi school of Journalism, University of Delhi; Views presented are personal.