Trust is moving. From Government to media to individuals. We’re on the long trajectory of atomization. As software eats everything, anyone can broadcast anything at any time. Distribution has become democratized. Therefore, who you trust will revert back to who you know.

And who do we know? The people we spend time with? And what media do we spend time with? A podcast that broadcasts 9 hours a week? A Youtube channel that posts 4 posts a week? A tikToker we follow you posts 25 reels a week?

We trust who we see and know. Those feelings of knowing might be real or manufactured. However, we feel like we know our primary sources of media better than ever.

We KNOW Joe Rogan if you listen to him regularly. We KNOW Alex from Call Her Daddy if you listen to her regularly. We KNOW Bill Simmons if you have been listening to him weekly.

Those connections have overtaken whatever connection we had with nightly news anchors. They have also surpassed late night hosts or any conventional produced television we’ve been watching.

The famous Marshal McLuhan once said, “The medium is the message.” (I never read it.) Long form internet based content is by nature more transparent. It also favors authentic connection. Without it, no one would watch your show.

This is all going back to something I believe. The next round of media stars who capture and move our culture will be individuals. Single people who have a direct relationship with multi-millions of people.

That are not beholden to anything. That have achieved escape velocity from any social norms you expect them to have.

This isn’t a radical thing and its probably years to late but its important to understanding.

If you are getting any news from television or the newspaper or even traditional news sides. You are not getting the news.

People have moved on, and listen to who they know and trust. And its not who you think.