Anzur happens to have a personal connection with Jobs -- the two graduated high school together in Cupertino, Calif. -- so hearing the apparent "news" of his heart attack certainly caught her attention. And while CNN's iReport site is separated from the network's primary online news operation, cnn.com, Anzur believes the shared branding can easily cause confusion.

"The typical user does not [draw the distinction]," she says. "They don't know whether the 'i' in iReport stands for 'intelligent' or 'idiot.'"

A blurred line

That increasingly blurred line between journalism and rumor is a serious concern for , the broadcast/online group leader at -- a specialized school for journalists of all media forms.

"How could you possibly allow just anybody to post just anything under your label unless you have blazing billboards that say, 'None of this has been verified, we've not looked at any of this, we have no idea if this is true'?" he asks.