This chapter addresses the question of whether the principles of quality journalism in a virtual world are the same as in the real, or physical, world. This chapter asserts that there are key differences. Kovach and Rosenstiel (2007) argue that the first “obligation” of journalism is to report the truth. Fulfilling this obligation enables journalism to serve the public interest. This foundational principle still applies to Metaverse journalism. But several other principles take on heightened importance in the Metaverse. It is critical to outline these differences early in the book because the chapters that follow build upon this framework. This chapter articulates three core principles that are particularly vital to quality journalism in a virtual world. These are editorial independence, ethical practice, and full transparency in the pursuit of truth.

Although these principles pertain to real- or physical-world journalism, they rise to paramount importance in the Metaverse. The digital, coded, and virtual nature of the Metaverse makes this so. Moreover, the essential principles of real-world journalism, such as ensuring accuracy, fairness, and inclusion, minimizing bias, and providing context, still apply inside the Metaverse. But the three principles identified above are of uniquely high priority in the emerging virtual world of the Metaverse.

Editorial Independence

Editorial independence means those producing journalism in the Metaverse must be independent from, or not under the authority of, those who control the Metaverse, particularly with regard to story selection, reporting, and presentation. Without this independence, journalism in the Metaverse will be suspect and little more than public relations or marketing, or even propaganda, as the Metaverse is likely to be entirely privately owned and operated or owned and controlled by international state players or aligned entities. A primary reason independence will be essential in journalism in the Metaverse is to avoid any conflict of interest, particularly financial, that may arise if journalists reporting in or on the Metaverse have a business or economic stake in the Metaverse or the companies or persons who control or design it. In the Metaverse, cryptocurrency is likely to be the main engine that drives its development.