In a recent discussion organized by the Latvian Media Ethics Council, Sandra Sprudzāne, an associate professor and leading researcher at RTU Rēzekne, emphasized that the lines separating media content creators from journalists are becoming harder to define. Her research examines trends, self-identification, status, and professional standards within the media content creation field. The lack of a unified definition for media content creators points to the evolving nature of this new category within the broader media landscape.

Sprudzāne's findings reveal that the roles of media content creators often overlap with journalism, advertising, and influencer activities. This overlap leads to complexities in defining the responsibilities and ethical standards expected from these creators compared to traditional journalists. Notably, media content creators frequently operate with less editorial oversight and institutional regulation, while benefiting from greater independence, which places a unique burden of individual ethical responsibility on them.

The discussion highlights a critical moment in the evolution of media roles, underscoring the necessity for the development of clearer frameworks and guidelines to help distinguish between these overlapping domains. As the landscape continues to evolve, the implications for both professional journalists and content creators will require careful consideration, particularly regarding media ethics and the impact of these changes on the public's understanding of news and information dissemination.