Journalists vs Influencers: Clash or Synergy in the Creator Economy?

In this workshop, we will explore the interaction between journalists and influencers in the digital age, where the boundary between the two roles has blurred. We will begin by defining their respective traditional roles and how they have evolved in the digital context. Influencers, through platforms such as Instagram and YouTube, have gained credibility, but there are ethical challenges when the two worlds overlap. However, there are examples of successful collaborations, such as integrated campaigns and content partnerships. We will delve into the implications for the creator economy, including sustainable business models. The goal is to identify collaboration opportunities to enhance content quality and reach a wider audience, considering key skills such as adaptability and interdisciplinary collaboration. Lastly, we will reflect on future challenges for communication professionals and examine skills, tools, and strategies to navigate the ever-evolving digital landscape.