Sasha Kupritz, owner and Creative PR Specialist at TenacityPR, says 2025 is a stand-out year because the number 5 is seen as significant. With 5 and 10 representing 50% or 100% of a whole, we find ourselves in our mid-20s — a key time for reflection and planning. However, in an age where social media platforms, like X, can skew narratives and where public sentiment can shift dramatically, it’s crucial to recognise the influence of social media and AI and modern developments in what is called the ‘propaganda model’.
While we were warned about these issues decades ago, they went unheeded, resulting in a decline by 2025 in authentic journalism.
These discussions reveal the complex relationship between reality and media representation. We can no longer fully trust once-reliable sources, like the Associated Press, even in local South African media. This raises questions about the effectiveness of fact-checking, as commercial interests may now influence it.
The media often highlights celebrities and politics, but we need more balanced coverage. By focusing on climate change, environmental policies, and community resilience, we can better inform the public and encourage meaningful action. It’s essential to give these topics the attention they deserve.
‘Any human activity can be used for social purposes or misused for antisocial ones,’ — Edward L. Bernays, the father of public relations, and Freud’s nephew twice over.
A study by the World Economic Forum (WEF) suggests that by 2035, environmental disasters could be the biggest threat to humanity. However, as of 2025, the WEF’s study views misinformation and disinformation as a major concern. Therefore, we can’t simply blame AI for this issue; AI lacks intent and is programmed to complete tasks that were originally programmed by human beings.
Unless humanity can find ways to evolve and develop technology to enhance our existence, we risk becoming our own worst enemy. The first step should be addressing our immediate threat, which is not emissions but misinformation. Tackling this issue is crucial to making informed decisions that can lead to a better future.
Both misinformation and disinformation can have serious consequences, especially in contexts like public health, politics and environmental issues, as they can shape people’s beliefs and actions based on inaccurate information.
The rise of generative AI has transformed how information is created and consumed, leading to potential risks such as misinformation, reduced trust in media, and distractions from pressing global issues like environmental degradation. Addressing these challenges requires collective effort and initiative-taking measures. Staying informed and advocating for responsible use of technology can help guide society towards a more sustainable future.
SASHA KUPRITZ
LinkedIn
