What Makes News (Seem) Authentic on Social Media? Indicators from a Qualitative Study of Young Adults

This study investigates how young adults in Denmark authenticate news they come across on social media. Based on data from 300 entries of news diaries and interviews with 20 participants, we found that this group uses reputation, endorsement, and consistency as the leading shortcuts in the context of news exposure. Though different conceptually, authenticity is linked to trust, and this group perceives Danish national media as the most credible source of information. Moreover, they are self-confident about distinguishing news from the noise caused by misinformation and rarely complete a two-step authentication process to (double) check content. Our theoretical standpoint departs from the normative perspective that journalism is essential for shaping informed citizenship. Thus, while brand reputation is paramount for legacy Danish media to connect with their audience, this centric news consumption might push people away from learning about other countries’ issues.