The chapter addresses how digitalisation has fragmented MSM reporting and undermined its capacity to live up to the ideals of the Fourth Estate. Furthermore, the MSM has always tussled over the quest for the truth but also selling the news. These two aims have not been compatible for them at times. The digital fragmentation has increased tensions between MSM and police, especially with the increasing tendency of the journalists to insert themselves and their values, which can be percolated with factoids and SM reactions, into news reporting. A model, the Vortex of Values, is presented here as way of describing the dynamic relationship between different actors and the way their values shape the news within the wider social context. This chapter will outline a model I have developed where the interplay between SM and MSM has compromised the role of Fourth Estate as journalists increasingly promote opinion and advocacy. This shift poses challenges for police leadership in communicating their institutional role to a public accustomed to MSM chasing controversies.