The study, which covered 46 countries, found that news avoidance is on the rise. About 36% cited the news as being negative, irrelevant or confusing. Many complained of being overwhelmed by the daily news or feeling helpless about global issues they can do nothing about.
However, there are a number of ways news organizations can try to increase engagement without losing it. Here are seven emerging strategies to address news avoidance:
A Palestinian man reads a newspaper near shops closed due to an attack in the Israeli-occupied West Bank. Photo: Reuters
Keep the news simple, concise and useful
Journalists often assume that readers are as interested in the news as they are, so they sometimes make mistakes such as using too long words or cramming too many details into their articles.
In a world of information overload, there is real value in curating, saving rather than wasting people’s time. The Knowledge, a UK-based daily newsletter launched during the COVID-19 pandemic, is a great example of this. In 5 minutes, you’ll get the best stories, fresh perspectives, witty writing and beautifully illustrated to make readers smile.
Delivering positive and concise pieces has brought The Knowledge some 125,000 loyal readers, double the number it had 18 months ago.
Create humane stories that are easy to understand
At a recent exercise organized by the Bonn Institute, senior executives from the international broadcaster Deutsche Welle in Germany showed a special video they made about how Ukrainian rescue teams helped victims of the earthquake in Türkiye.
This is one of many examples of how powerful human stories can engage readers, even in the face of negative disaster. As newspapers struggle to stave off news fatigue from complex and sometimes protracted conflicts like Gaza, a New York Times article about an Israeli/Palestinian swim club is another example of how complex stories can be simplified and less abstract.
Listen to readers
Listening can be one of the simplest and most effective ways to bridge the gap between what readers want and what newsrooms are currently delivering.
A few years ago, HuffPost editor Lydia Polgreen began talking to people who read less news to understand why they felt publishers like HuffPost were irrelevant to their lives.
One of the most interesting findings was that while facts and trust are necessary, they are not enough to engage avoidants or those who are disconnected from the news. They found that emotion, humor, and empathy were essential for this group, and as a result, they made a series of specific changes.
In Germany, the news site Die ZEIT recently launched PlanD, where they ask readers to submit issues that their team of reporters can investigate. This is a great example of listening to and engaging readers with something they really care about.
Value community and build diversity
Build more diverse newsrooms to reach target groups that have historically avoided traditional news. There is a large segment of potential audiences that are currently not being reached by news media because the coverage is deemed irrelevant or unhelpful to them.
The City Newsroom is a nonprofit organization that provides independent local news coverage to New Yorkers. In addition to focusing on the information needs of specific local audiences, they also report on reporting that may be relevant to people (e.g., legal rights) where they live. It’s a really powerful grassroots initiative that builds connections and reaches people who avoid the news.
Create engaging formats
Research shows that many people find it difficult to read long text articles, especially on mobile phones, which is why many young people in particular are using video or audio formats and publishers are increasingly building these formats into their strategies.
France's leading publication Le Monde has found remarkable success in hiring a team of young journalists who understand the language of TikTok and other emerging platforms. Thanks to its engaging, entertaining but also consistent mission of explaining the news, Le Monde has 1 million followers on TikTok and 2 million on Instagram.
Germany's public broadcaster ARD Tagesschau has also developed a special format for news-hungry young people, combining videos and memes, with more explanations in each story.
Rethinking political reporting
Research shows that while political news appeals to many traditional users, it does not appeal to others. Many feel that too much attention is paid to politicians shouting or shouting rather than explaining the important policy choices facing individuals and societies.
Another approach is being successfully implemented by German public broadcaster ZDF on YouTube. As the debate progresses, participants move around a board that shows both sides. Young people especially like the fact that there are strict rules, diversity and no heated arguments.
Some political podcasts also attempt to use a more constructive format. The BBC’s Anti-Social podcast takes on controversial issues surrounding the culture wars that have erupted on social media, and presents evidence and a broader perspective.
Looking for solutions and hope
Seeking more positive or optimistic perspectives does not mean downplaying important issues. Often both can be done, through solutions-based approaches.
The Bonn Institute found that articles offering solutions were read for longer on average than others, suggesting that this could also have commercial benefits for publishers, who need to focus not only on selling subscriptions but also on reducing churn rates today.
Hoai Phuong (according to Reuters Institute)
Source: https://www.congluan.vn/7-things-that-newspapers-can-do-to-stop-news-post300365.html
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