Karl Stefanovic’s departure from Nine’s Today Show has been framed as a victory for “free speech,” a notion endorsed by Elon Musk, but this narrative obscures a deeper issue: the transfer of journalistic credibility into an unregulated alternative media ecosystem. This phenomenon, termed “journalistic laundering,” repurposes the trust earned through decades of professional journalism into platforms where attention, not editorial standards, reigns supreme.
What Is Journalistic Laundering?
Journalistic laundering, distinct from Cory Doctorow’s “enshittification” of digital platforms, describes the migration of journalistic authority into spaces free from ethical obligations. Professional journalists operate under editorial oversight, fact-checking, and accountability—standards absent in alternative media. While mainstream journalism has flaws, alternative media hosts can advocate, speculate, and provoke without meeting journalistic norms. Stefanovic’s podcast, launched seven months ago on YouTube, Spotify, and Apple Podcasts, exemplifies this shift, tapping into populist sentiment and platforming far-right figures.
A Shift in Allegiance
Stefanovic promoted his podcast as “unscripted, unfiltered, uncensored,” and claimed “mainstream media would never do this interview, they’re too soft.” Yet his interviews lack the probing rigor that defined his television career, such as his scrutiny of Scott Morrison and Anthony Albanese. As a broadcast journalist, Stefanovic rejected political allegiances and won awards for reporting, including on the Childers backpacker hostel fire. That history now lends authority to his new role, where he signals allegiance rather than independence. Nine’s Director of News and Current Affairs, Fiona Dear, noted in a staff email: “As journalists, we play a critical role in society to question, challenge, and hold people to account… Stefanovic’s praise for Robinson as showing ‘tenacity’ and ‘courage’ is revealing. So too are declarations like ‘God, I love ya,’ which would sit uneasily with basic expectations of journalistic independence.”
Impact on Democracy
Research shows voters use trusted figures as cues for political opinions. Stefanovic’s influence persists beyond commercial TV, with podcast clips amplified via TikTok, Instagram, and X without editorial oversight. At a time of low media trust, widespread misinformation, and declining support for major parties, democratic accountability suffers when trusted figures yield to outrage politics. Younger Australians increasingly avoid mainstream media—over a quarter do not watch TV news, and most have never read a newspaper—making online influencers more powerful. US podcaster Joe Rogan, with over 20 million YouTube subscribers, influenced the 2024 US election. Podcasting is big business: over 11% of global audiences use it for news, with Australia 5% above average. Its intimate style suits grievance politics that undermine democratic institutions.
The Cost for Journalism
Stefanovic’s podcast has 150,000 subscribers and averages 40,000 YouTube views—modest compared to US counterparts. Yet it signals pressure on Australian media from an alternative ecosystem monetizing controversy. This trade-off harms journalism and public debate. As Nine’s decision shows, you cannot have journalistic credibility without its guardrails.
