With trust in major networks at an all-time low, can independent journalism in the TikTok era rise to challenge misinformation—or are we heading toward a more dystopic future?
AUSTIN, TEXAS January 22, 2025 – With the whip of a pen tossed into the crowd, President Trump made history Monday, signing executive orders as the President of the United States LIVE in the Capital One Arena — a show eerily reminiscent of the WWE “Battle of the Billionaires” WrestleMania event the American President headlined in 2007.
Yes, the venue was rescheduled, and national media outlets threw easy jabs at the potential fragility of the incoming administration. It would appear the move had less to do with the weather, serving more as a foreshadowing for the storm ahead as the Trump administration set the stage for a Presidential Smackdown. The Commander-in-Chief re-elected is a showman first, determined to shock and mesmerize.
Political showmanship and the power of communication are fundamental to America’s origin story. The development and availability of independent publishing fueled the American Revolution — spreading political ideas, uniting colonists against foreign rule, and forging a shared American identity. Early independent media, such as Thomas Paine’s Common Sense, galvanized the independence movement, proving that well-communicated ideas can shape history.
Independent Journalism: A Bridge or a Barrier?
In today’s polarized landscape of TikTok, Trump, and the First Amendment, trust in major news networks and government institutions is waning. With corporate influencers and oligarchs bending the knee to power, is independent journalism the public’s only shot at rebuilding trust and credibility?
“Ethics in journalism died in 1996 with the Telecommunications Act,” said Brian Holler, Chief Revenue Officer of Beard Bros Media, an independent cannabis media outlet known for its unfiltered coverage. “It allowed for monopolization of media and removed the requirement for unbiased journalism.”
Holler isn’t wrong. Independent media has become a crucial force, providing a direct link between businesses and consumers in a way no other sector does.
“We’re reporting from the front lines,” Holler added. “Cannabis media serves as a unique bridge between the industry and consumers, legislators, and the public.”
Hype vs. Reality in Cannabis Journalism
Much like early American revolutionaries used pamphlets to inspire action, today’s independent cannabis media pushes against mainstream narratives and regulatory confusion. The cannabis industry’s rapid growth and evolving regulations have exposed vulnerabilities that threaten public trust. Like the political arena, the cannabis industry thrives on hype and showmanship.
The High Times IPO scandal, which promised massive returns but ultimately disillusioned investors, raised serious concerns about transparency within cannabis media. Executives from the publication, once revered as an industry pioneer, now face criminal prosecution, with its CEO pleading guilty to securities fraud.
Similarly, the cannabis testing scandal exposed by the Los Angeles Times revealed the alarming prevalence of fake Certificates of Analysis (COAs). Labs inflated THC potency and concealed contaminants to meet market demands, highlighting a darker side of the industry—one where profit-driven motives outweigh consumer safety. For consumers, fake COAs mean purchasing products with harmful contaminants or significantly less potency than advertised.
These incidents mirror a troubling trend across cannabis and journalism, where financial motives overshadow integrity, leaving investors and consumers vulnerable.
Media Scrutiny, Public Trust, and the Fight for Ethics in Journalism
“We have to be careful with what we’re doing in this industry. We are under such a big microscope,” said Rachelle Gordon, editor-in-chief of Green State, a leading publication covering cannabis policy, culture, and business trends.
This scrutiny isn’t unique to cannabis. Just as cannabis media faces bias allegations, mainstream outlets struggle with misinformation and profit-driven news cycles, leaving audiences questioning what’s real. From legislative battles over state cannabis regulations to high-profile executive orders signed under stadium lights, the influence of media on public policy is undeniable. Many walk a fine line between truth-telling and maintaining relationships.
Balancing Integrity and Industry Relationships
In the cannabis sector, media coverage has directly influenced regulatory changes, public perception, and market growth. Similarly, national political narratives crafted by journalists (and now podcasters) can dictate policy agendas, influence elections, and alter the course of history. However, financial constraints and editorial pressures often compromise the ability to report on complex regulatory issues with depth and integrity.
“We need to align with people who have morals, ethics, and values to raise public consciousness and improve the industry,” Gordon emphasized. “Anybody who doesn’t want us to tell the truth is a bad actor.”
Good journalism requires honesty, even when the truth is uncomfortable or unpopular. The resistance to covering the cannabis industry’s flaws, for instance, does more harm than good in the long run.
Who Pays for the Pursuit of Truth
“Journalism is a big responsibility,” said Susie Plascencia, journalist-turned-entrepreneur and founder of Latinas in Cannabis and Altura Brands. “You have the power to wield people’s reputations. You can either damage someone unjustly or shed light on truths that need addressing. That’s why objectivity and ethics are critical.”
Even with strong ethics, independent journalists face a critical question: who pays for the pursuit of truth?
“Ultimately, it comes down to publications and the industry being willing to explore those topics and equipping journalists with the resources they need,” Plascencia added. “There are journalists who want to cover the hard stories, but they simply aren’t given the support to make it happen.”
As a freelancer, I must confess: journalism doesn’t pay my bills. My work in this field is a return to duty and a call to service. I’m one of the lucky ones. I’ve had twenty years to build a career outside journalism to provide for my family. Many of today’s storytellers are new to the field and reporting entirely, much less monetizing their work.
“The biggest challenge we face is shallow coverage — promotional pieces that don’t dig into real issues. That’s not always the journalist’s fault; it’s often about the lack of budget to go deeper,” Placencia noted.
Cutting Through the Noise
As independent journalists push forward with limited resources, the challenge lies in uncovering and delivering the truth in a way that captivates audiences conditioned to spectacle. In a world where a presidential executive order is signed under stadium lights, can independent media cut through the noise and reclaim the Fourth Estate?
Shaun Salvaje is a seasoned storyteller and communication strategist with over two decades of experience, including 12 years as a U.S. Air Force combat correspondent and documentary photojournalist. Her work spans high-stakes environments from Washington, D.C., to Afghanistan, shaping her expertise in crisis management, relationship building, and strategic communication. Now focused on the cannabis, psychedelics, and wellness industries, Shaun crafts compelling narratives that drive meaningful change. She is also the creator and host of Highly Enformed, a podcast that explores the evolving landscape of cannabis, psychedelics and wellness through expert insights and industry analysis.
