Former X communications chief Dave Heinzinger is pushing back against Elon Musk’s repeated claim that traditional journalism is obsolete, warning that social media can amplify misinformation rather than replace credible reporting.
Since acquiring Twitter in 2022 and rebranding it as X, Musk has encouraged users to become “citizen journalists,” declaring, “You are the media now.” He has accused mainstream outlets of spreading falsehoods, saying, “In a lot of cases, it is the average citizen that knows more than the journalist.” But in an exclusive interview, Heinzinger said that rhetoric is both inaccurate and dangerous.
JOURNALISM CAN’T BE REPLACED BY SOCIAL MEDIA
Heinzinger, who served as X’s communications chief from December 2024 to March 2025 before returning to his role as president of PR firm Haymaker, said Musk’s notion of social platforms replacing journalism misrepresents the purpose of professional reporting.
“The rhetoric around social platforms replacing journalism is not accurate or positive,” he said. “Social media is not journalism. It’s a great place to do journalism, but the platforms themselves are not replacing the craft.”
Under Musk, X dismantled its communications and public relations departments, often ignoring journalists’ inquiries — at one point responding with a poop emoji. Musk’s public disdain for the media, paired with his willingness to spread unverified information, has drawn criticism from press freedom advocates.
Heinzinger pointed out that social media’s raw feeds often lack essential context or verification. “The craft of journalism is different from sharing the raw feed,” he said. “That raw feed can be incomplete or even completely false.”
THE DANGERS OF MISINFORMATION AND THE NEED FOR MEDIA LITERACY
Musk himself has been criticized for spreading false claims, including sharing a fake newspaper headline about the UK considering “detainment camps” on the Falkland Islands. Such incidents highlight how social media can rapidly spread misinformation to millions.
Heinzinger said recent events, such as the widespread speculation surrounding Charlie Kirk’s assassination, motivated him to speak publicly. “With emotions flying, it’s hard to know what’s real and what’s not,” he said. “That’s where trusted journalists come in.”
He emphasized that quality journalism may increasingly come from independent reporters rather than large newsrooms — but that doesn’t make the professional standards of journalism any less essential. “The craft is something special and important, and it might be more important than ever,” he added.
Heinzinger also raised concerns about relying on social platforms to determine who is trustworthy. After Musk changed the verification system on X, the blue checkmark lost much of its credibility. “I don’t think we should rely on platforms to police that,” he said. “It’s up to us to make sure we’re following people we trust and curating our own feeds.”
In an age when AI-generated content, misinformation, and algorithmic amplification are shaping public opinion, Heinzinger’s warning rings loud: social media can support journalism, but it cannot replace it. The distinction, he insists, may define the future of truth in the digital era.
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