A new genre called Purpose Journalism is gaining global attention in 2025 after being introduced by Shajan C Kumar of Mathrubhumi Media School. Emphasising intention, impact and social responsibility, the approach urges journalists to create stories with clearly defined public purpose, measurable outcomes and sustained civic engagement.
In 2025, as journalism confronts shrinking attention spans, eroding public trust and an overwhelming flood of information, a new genre has begun to take shape—one that seeks to restore intention and accountability to the craft. Called Purpose Journalism, this emerging approach has sparked global interest among journalists, educators and media scholars, following its first public articulation by Shajan C Kumar, Dean of Mathrubhumi Media School, Kochi. Introduced through a LinkedIn post that drew the attention of 11,397 readers worldwide and was reposted by 27 users, the idea has since evolved into a structured framework that aims to redefine how stories are conceived, produced and evaluated.
The response to Kumar’s initial draft revealed a growing unease within the profession. While journalism continues to report events with speed and scale, many practitioners feel that something essential has been lost—clarity of purpose. Purpose Journalism emerges from this moment of reflection. It does not reject traditional reporting, but argues that reporting alone is no longer sufficient in a complex, media-saturated environment. Instead, it proposes that every story must begin with a clearly articulated public purpose: to inform, empower, educate, correct misinformation, inspire action or foster constructive dialogue.
At the heart of Purpose Journalism is a simple but radical shift in mindset. Conventional journalism typically begins with the event: what happened, who was involved, where and when it occurred. Purpose Journalism, by contrast, begins with intention. Before reporting starts, the journalist is expected to ask three foundational questions: why should this story be told, whom does it serve, and what change does it seek to influence. The purpose, as Kumar emphasises, is not ideological or partisan, but public-spirited, rooted firmly in the civic role of journalism.
This emphasis on intention places Purpose Journalism alongside established genres such as Development Journalism, Solutions Journalism and Data Journalism, while also distinguishing it from them. Development Journalism traditionally focused on social upliftment and nation-building, Solutions Journalism highlights responses to societal problems, and Data Journalism strengthens evidence-based storytelling. Purpose Journalism draws from all three, but insists on an explicit, disciplined articulation of purpose for every story, regardless of format or beat. It is not reactive but proactive, not passive but deliberate.
Narration, within this framework, is shaped to serve clarity and understanding rather than sensation. Stories are expected to balance emotional resonance with restraint, ensuring empathy without exploitation and engagement without exaggeration. Transparency is a guiding principle: the story’s purpose should be evident through its structure, tone and sourcing. Constructiveness is equally important. While problems and failures are not ignored, they are presented with context, pathways and possibilities, encouraging critical thinking rather than despair.
Purpose Journalism is also deeply attuned to the realities of a digital-first media environment. Platform selection is treated as a strategic decision rather than an afterthought. Long-form text may be best suited for deep analysis, video documentaries for immersive storytelling, podcasts for reflective engagement, and interactive web stories for data-heavy narratives. Social media, often criticised for fragmenting attention, is reimagined as a space for explainers and public literacy. The guiding rule is that the medium must enhance the purpose, not dilute it.
Multimedia, in this model, is not optional. Every story is envisioned as multimedia by default, combining text, visuals, audio, graphics or interactive elements as required. This approach recognises that audiences consume information in different ways, and that purpose is best served when stories are accessible, engaging and comprehensible across formats. Photography provides visual evidence, graphics aid interpretation, audio offers intimacy, and video humanises abstract issues.
A defining characteristic of Purpose Journalism is its treatment of the audience. Readers, viewers and listeners are no longer passive consumers but active participants in the storytelling process. Interactivity is encouraged through feedback loops, surveys, Q&A modules, community discussions and action-oriented resources such as civic links or helplines. Audience response is not seen as an add-on measured only through clicks or shares, but as an integral part of the journalistic workflow.
Crucially, Purpose Journalism does not end at publication. Follow-ups are considered a professional obligation rather than an editorial luxury. Journalists are expected to track developments, revisit promises made by authorities, clarify evolving situations and correct or expand previous coverage where necessary. This continuity reinforces journalism as an ongoing public service, sustaining attention on issues that might otherwise fade from public view.
Impact measurement is perhaps the most significant departure from traditional news values. While conventional journalism often prioritises immediacy and novelty, Purpose Journalism places equal weight on outcomes. Impact may be assessed through policy responses, institutional accountability, community behaviour changes, increased awareness or sustained engagement. Measurement, proponents argue, does not compromise editorial independence. Instead, it reflects responsibility, prompting journalists to evaluate whether their work achieved its stated purpose or requires reassessment.
Underlying all these norms is a renewed commitment to social responsibility. Purpose Journalism explicitly aligns itself with journalism’s democratic function: promoting informed citizenship, strengthening transparency, amplifying marginalised voices and challenging harmful practices or misinformation. In an era marked by declining trust in media institutions, this approach seeks to rebuild credibility by demonstrating relevance, accountability and public value.
The framework also emphasises continuous quality improvement. Each story becomes a learning process, subject to reflection on research rigour, narrative clarity, multimedia integration, audience understanding and real-world impact. By embedding evaluation into everyday practice, Purpose Journalism aims to raise professional standards and foster a culture of self-correction and growth.
What began as a single LinkedIn post from Kochi has thus grown into a broader conversation about the future of journalism. The global interest it attracted suggests that journalists across regions are grappling with similar challenges and searching for frameworks that help them navigate a changing media landscape without abandoning core ethical principles. Purpose Journalism does not claim to be a cure-all, but it offers a structured, intentional approach to storytelling at a time when journalism’s relevance is being questioned.
In essence, Purpose Journalism argues that journalism must do more than document the world. It must contribute to it. By insisting on intention, structure and accountability, it seeks to transform stories from fleeting information events into meaningful civic interventions. As newsrooms, educators and practitioners experiment with this emerging genre, its true impact will be measured not just in engagement metrics, but in whether it helps journalism fulfil its enduring promise: to inform the public and improve public life, one purposeful story at a time.
Discover more from Creative Brands
Subscribe to get the latest posts sent to your email.
