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Media in Québec: Brand in the spotlight

"Where traditional media have a fundamental role to play is in investigation and dissemination."

In 2023, 42% of Quebecers get their news via social networks, the realm of fake news...


To explore the issues related to journalistic work, The team at QMI met with Baptiste Zapirain, Brand Manager of the «En 5 minutes section».


Why is dissemination work more relevant than ever?

Baptiste Zapirain: Nowadays, it’s easy to drown in a flood of content. The process of synthesizing is increasingly essential.


Disseminating, like we do in the En 5 minutes infographic pages via impactful visuals or our short-format podcasts, reminds us of the fundamentals surrounding different current topics. It can also push us to look for more details elsewhere.    

What is the place of the press in today's media ecosystem?

Baptiste Zapirain: Social networks have reduced the appeal of reaction information content (this person said this or that), since these reactions are now accessible everywhere. Where traditional media have a fundamental role to play is in investigation and dissemination. Find the hidden info and explain what is complicated.

/Let's talk/

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