How to adapt communication to the modern audience
11/26/2024 • Profession news
The news is the fundamental form of journalistic expression, but also the way in which companies communicate their desired messages—internally and externally—to employees, partners, users of their products or services, and the public. The development of technology and the emergence of the internet have changed the way news is created and distributed, making it accessible to a wider audience in a shorter time, while simultaneously altering the influence and work of traditional media.
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However, has the diversity of media offerings increased interest in the news, or has it had the opposite effect? Research shows that people in Serbia are increasingly avoiding the news.
Let’s discuss the reasons.
A Brief Reminder of the Digital News Report by the Independent Journalists' Association of Vojvodina
In December 2022, the Independent Journalists' Association of Vojvodina, with the support of the OSCE (Organization for Security and Cooperation in Europe, Mission to Serbia), created the Digital News Report for Serbia, using the model and questionnaire from the Reuters Institute, which is used for the global study: Digital News Report.
The domestic report, among other things, states that one-fifth of respondents frequently intentionally avoid the news, 45% do so occasionally, while about 11% never avoid it. News is more often avoided by women, people with middle or higher education, and supporters of the opposition.
What is the Global Situation?
Serbia (and more) is not an isolated case. The global picture has drastically changed in recent years when it comes to news avoidance, as confirmed by the latest Digital News Report. Specifically, the percentage of respondents who frequently or occasionally avoid the news has increased from 29% in 2017 to 39% in the past year. On the other hand, extreme interest in the news has decreased by almost 20%—from 63% to 46%.
The latest research by the Reuters Institute involved around 100,000 people from 47 countries. In a statement given to the BBC, Nick Newman, the author of the research, stated: "We’ve had pandemics and wars, so it’s a natural reaction for people to turn away from the news to protect their own mental health or simply to continue with their lives."