Are we heading towards a society that can’t tell real information from fake news and disinformation? Beech Hill Consultancy looks at this month’s Reuters Global News Report
In a world inundated with information, the latest Reuters News report out yesterday, reveals a growing phenomenon: news avoidance. This trend, highlighted in their comprehensive global news survey, shows how and why increasing numbers of people are turning away from traditional news broadcasts and outlets.
The report, explains some of the complex reasons behind this shift and its implications for the media industry and wider society. It also give a few pointers to how to reengage with the audience.
The Rise of News Avoidance – more than a third of people avaoid news!
News avoidance isn’t just about skipping the morning paper or turning off the evening news. It represents a significant change in how people engage with the world around them. According to Reuters’ survey, a staggering 38% of the global population now actively avoids the news, up from 29% in 2017. Younger generations and those in high-stress professions are the most prominent groups that are simply disengaged.
Emotional and Psychological Factors
One of the primary reasons for news avoidance is described as the “emotional toll” it can take on news consumers. Constant exposure to negative news: covering wars like Ukraine of the Gaza conflict, natural disasters, political turmoil – election anyone(!), and economic crises, when we are all struggling with cost of living issues, can lead to feelings of anxiety, helplessness, and even depression. And most of us have experience of this when consuming news – even as a news professional I sometimes say enough is enough and skip a bulletin or two.
The Reuters report indicates that 41% of respondents avoid news because it negatively impacts their mood. This is especially true in the context of the 24/7 news cycle and the constant presence of news alerts on out phones and social media.
Trust and Credibility Issues- a real issue for the industry.
Trust in the media has also been a significant factor driving news avoidance. The Reuters report points out that 29% of people avoid the news because they do not trust it.
This skepticism is often fueled by the rise of fake news and the polarizing nature of many news outlets. In countries where the media is seen as heavily politicized, such as the United States and Brazil, this number is even higher, with over 40% of respondents citing distrust as a reason for news avoidance.
The digital age has brought an almost limitless amount of information to our fingertips. For some, this leads to information fatigue—a state where the sheer volume of news becomes too much to process. The Reuters report shows that 35% of individuals prefer to tune out rather than be constantly bombarded with updates, which they often find repetitive or irrelevant to their daily lives.
But while social media has made news more accessible, it has also contributed to selective exposure, where people choose to engage only with news that aligns with their views.
The Reuters survey highlights that algorithms on platforms like Facebook and Twitter often create echo chambers, reinforcing existing beliefs and reducing exposure to diverse perspectives. Approximately 28% of respondents reported that they avoid news because it causes arguments they would rather avoid.
We are not all the same – Regional Variations in News Avoidance
In countries experiencing political unrest or economic instability, news avoidance is particularly pronounced. For instance, in parts of Latin America and Southeast Asia, over 50% of respondents reported avoiding news. In more stable regions like Scandinavia, news avoidance is less prevalent but still present due to factors like trust issues and information overload.
Major Implications for the Media Industry – some ideas to fight back
The trend of news avoidance presents both challenges and opportunities for the media industry. Traditional news outlets face the daunting task of rebuilding trust and finding ways to present news that engages rather than alienates their audience.
The Reuters report suggests several strategies media companies might adopt:
1. Diversifying Content: Providing a mix of news that includes positive stories and solutions-focused journalism can help balance the often negative tone of mainstream news. This could address the 41% of people avoiding news due to its negative impact on their mood.
2. Improving Trust: Transparency about journalistic processes and a commitment to impartiality can help restore public trust in news organizations. This is crucial given that 29% of respondents avoid news due to distrust.
3. Tailored News: Offering personalized news experiences through apps and websites can cater to individual preferences and reduce information overload, which affects 35% of news avoiders.
4. Engagement and Interaction: Encouraging more interactive and participatory news formats, such as discussions, Q&As, and live chats, can make news consumption a more engaging experience. This could also help mitigate the effects of social media-induced selective exposure.
Is tech the saviour???
Technology plays a dual role in the trend of news avoidance. On one hand, the constant notifications and instant access to information contribute to fatigue and avoidance. On the other, technological solutions like AI and machine learning can help curate and personalize news, making it more relevant and less overwhelming for users. The Reuters report suggests that leveraging technology to better understand and serve audiences could be key to reversing the trend of news avoidance.
The Reuters News report on news avoidance offers a crucial insight into the ever changing landscape of news consumption. As more people choose to disengage from traditional news, media organizations must adapt to address the underlying causes of this trend.
By building trust, diversifying content, and leveraging technology, the media industry can find new ways to reconnect with audiences. Ultimately, understanding and addressing news avoidance is essential not only for the survival of traditional news outlets but also for maintaining an informed and engaged public. With major elections around the world this year – a poorly informed audience and electorate is not a great vote for democracy.
Beech Hill Consultancy works with news organisations of all sizes to develop audiences and channels to deliver impact, revenue and engagement.
Why now contact us to discuss your news project….