At the 4th annual Freedom of Media Conference, organized by the Transatlantic Leadership Network at the National Press Club in Washington, D.C., Dušan Žarković, Executive Director of the Institute for Politics and Economy of Southeast Europe (IPESE), participated in the panel discussion titled Social Media’s Role in Delivering the News.
Panel discussion was moderated by Peter Roff, a renowned political analyst and a Newsweek contributing editor and columnist, with panelists Donald Gilliland, Deputy Editor of News & Investigations at the Pittsburgh Post-Gazette, and Howard Mortman, Director of Communications at C-SPAN. The panel explored opportunities and ethical dilemmas posed by social and digital media in shaping public opinion.
Alongside notable panelists, Žarković offered insights into the evolving dynamics of journalism in the digital era:
“Social media and AI have introduced new ways of engaging, personalizing, and distributing news, yet they also bring challenges,” he stated, emphasizing the dual nature of technological innovation. Reflecting on the shift in how audiences consume information, he noted, “Ways of consuming information moved to phones. It’s a new world of news that is not necessarily factual. The only criteria is—‘is it engaging?”
Highlighting the rise of platforms like TikTok, YouTube, and Spotify, which thrive on providing engaging and easily digestible content in all areas of life, Žarković added: “Trump’s win signifies a clear shift: audiences increasingly value direct, rapid communication over traditional, structured formats”. He stressed that the expansion of this trend to politics and beyond challenges traditional media to rethink its strategies and adapt to meet audiences in the digital space.
”We stand at a pivotal point in journalism, where the convergence of traditional media with social and digital innovations demands that we evolve.”
Žarković highlighted the importance of balancing innovation with journalistic integrity. “Our mission should be clear: combining the integrity of traditional journalism with the accessibility that digital platforms provide. We stand at a pivotal point in journalism, where the convergence of traditional media with social and digital innovations demands that we evolve.” He underscored the need for collaboration between traditional and digital media to uphold accuracy and trust in the news.
As IPESE’s partner, the Transatlantic Leadership Network collaborates on advancing discussions on key global issues, including media freedom and digital transformation. The Freedom of Media Conference serves as a vital platform for exchange of experiences and opens space for different initiatives, paving the way for a more transparent and inclusive future of media.
