Whose voice is it? Well-known journalists have established their own stance, but for most journalists, their voice is subsumed by the legacy infrastructure of the publisher or broadcaster.
The voice of Fox News is pretty clear, as is CNN or NPR. What's not so clear is the journalist's voice.
In the legacy industrial model that made sense. Since Main Stream Media's primary customer was its advertisers, a consistent "voice" helped target the advertisers' audience.
Today the journalist can, and should, have his or her own voice. Main Stream Media’s filter is outdated. Creating a direct relationship between journalist and audience will establish the journalist’s stance, voice, and most importantly, reputation.