Craft & RISJ - The Kaleidoscope - Young People's R - 220916 - 143522

THE KALEIDOSCOPE
ACKNOWLEDGEMENTS FOREWORD 3 4 DIFFERENT STROKES 30

This report was written by Konrad Collao, Founder
FOR DIFFERENT FOLKS
of Craft. It could not, however, have seen the light EXECUTIVE SUMMARY 4 4.1 Identity 31
of day without the efforts of a wider team of clients,
researchers, recruiters, and designers. 4.2 Country 32
We’d like to thank Elisabeth Pereira of Candid 1 BACKGROUND 5 WhatsApp in Brazil 33
Recruits and the team at Q2Q Global – Berta
Martínez, Marielli Benthien and Martha Llobet – 1.1 Objectives 6 4.3 Engagement with politics 34
for so ably supporting in the recruitment and 1.2 Approach 7 4.4 Reasons for consuming 35
management of the study participants.
(and not consuming) news
Alex Charlton and Cozete Gelli added analytical
2 THE KALEIDOSCOPE 10 4.5 The three types of 37
rigour and original thought. Davide Antilli transcribed
news consumers
the English language interviews with his usual
tenacity and accuracy. 4,6 The war in Ukraine 39
The report was designed by the wonderful team
3 DEFINING NEWS 14
at eightcreate – Katie and Alec Horsman.
3.1 Narrow and broad 15 5 VIDEO DIDN’T KILL 42
None of the work would have been possible
without the study being commissioned by the Reuters
3.2 The three categories of news 16 THE RADIO STAR
Institute for the Study of Journalism, nor the expert 3.3 Suspicious minds - 19 5.1 Formats 45
guidance of Nic Newman and Kirsten Eddy. Thanks Fact, opinion and trust
also to Richard Fletcher, Craig Robertson and 5.2 Tones 49
Rasmus Kleis Nielsen. 3.4 Mainstream and alternative 25
Finally, we would like to thank all participants in 3.5 Challenges for traditional 29
the research, who gave their time so thoughtfully news brands 6 IMPLICATIONS FOR 51
and generously. NEWS BRANDS
Photography credits can be found on page 55
YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 2

FOREWORD
FOREWORD
Audience surveys, such as our To some extent younger people have always been We hope that the insights in this report can give
less interested in news, but many worry that the journalists, academics, and policy makers a more
own Reuters Institute Digital News generation now coming into adulthood – who nuanced understanding of the range of behaviours
Report, have repeatedly shown stark have largely grown up in the world of the social, exhibited by young consumers in three countries:
differences in news consumption participatory web – are developing a shallower and the United Kingdom, the United States, and Brazil.
and behaviours by age – in particular less meaningful connection with the stories that These groups are critical audiences for publishers
will shape their lives. These social natives spend around the world, and for the future sustainability of
greater reliance on social media by much of their time in apps like Instagram, TikTok, the news, but are increasingly hard to reach. It may
younger groups. They also show that and Snapchat, and are much less likely to directly require different strategies to engage them.
younger groups, across countries, tend visit a news website or app. On the other hand, we
also see that young people have often used these
to be less interested in the news, and platforms to actively and constructively engage with
Nic Newman, Senior Research Associate,
are often less trusting of mainstream Reuters Institute for the Study of Journalism
topics like Black Lives Matter, climate change and
media than older ones. In our 2022 issues of social justice – even if they often pay more
attention to influencers and celebrities than they do
report, we also find that many young to journalists and publishers.
people are selectively avoiding the
news – and this number has increased There is much that we still do not know about these
emerging behaviours and how they might shape
dramatically in the last few years, partly the formats and approaches journalism needs to
because traditional news subjects like take in the future. This report, commissioned by the
politics do not feel relevant to their Reuters Institute and conducted by strategic insight
agency Craft, aims to look critically at some of the
lives, partly because the depressing broad narratives and assumptions about young
nature of some news has a negative people through showing us how they respond to a
effect on their mood. range of news stories, including Russia’s invasion of
Ukraine which took place during fieldwork. Using a
series of news-based tasks including video and text-
based diaries, together with in-depth interviews, the
researchers have explored the impact of the channels
young people use to access the news, the type of
stories, as well as the language and formats that they
prefer. In these pages, you’ll also find some helpful
frameworks and models for understanding how this
kaleidoscope fits together and what can be done
about it.
THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 3

EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
For young people, news is not just Young people make a distinction between ‘news’ We cannot, however, really speak about young Mainstream news brands cannot please all young
and ‘the news.’ ‘The news’ is narrowly defined as people as one – rather, there is a kaleidoscopic people all the time, but they can give themselves
digital, but social. They have grown (mainly) politics and current affairs. It is the preserve variety of news consumption behaviours, attitudes a better chance of being chosen more often. That
up with the social, participatory of mainstream news brands, who are expected to act towards information and who is trusted to deliver it, means broadening and diversifying their offers,
web, which has conditioned their impartially and objectively, even if there are doubts and topical and executional preferences, driven by: not totally changing what they are already good at
consumption behaviours, brand that this is achievable. ‘News’ is topically broader and in digital – a case of an ‘as well as’ evolution, not
The fragmentation of the news media landscape;
afforded more tonal latitude. Alternative media is felt an ‘instead of’ revolution. This can be achieved by
perceptions, and attitudes towards to operate better here. The proliferation of formats and brands; broadening topically and lightening tonally.
information. In social environments, The ‘flattening’ of the brand landscape
Some young people actively avoid ‘narrow,’ ‘serious’ News brands should investigate creating social
news is ubiquitous and ambient. news – at least some of the time. In sum, young (especially within social platforms); and digital content that feels more of young people
Young people do not need to ‘seek’ people seem to engage more with ‘news’ than ‘the Allied with the natural variety of circumstances and contemporary internet culture. Using emergent
news, it often comes to them in news.’ With ‘the news’ being mainly associated in and worldview within the group. platforms, respecting their codes and conventions, is
young people’s minds with mainstream brands, young the key. To deliver this, news brands should consider
snippets, by happenstance. news consumers therefore have a broad palette and In this fragmented landscape, young people tend who is producing and delivering news aimed at
Algorithms and aggregation varied diet of news content. This extends well beyond to take a bricolage approach to consuming news, young people – young, socially native talent should
are as, if not more, important mainstream brands. They engage with alternative taking from multiple sources across multiple topics be invested in, to create content with the intuitive
brands and perspectives, and with types of content and platforms, from providers across the mainstream- feel of emergent platforms. New (sub-)brands could
than conscious content choices. alternative-user generated spectrum, building
that include that generated by celebrities, social be considered, to signal a different approach to
influencers, individual journalists, podcasters, users, bespoke news portfolios. covering news, while retaining equity and credibility
and many more others. in existing brands.
Traditional ‘mainstream’ news brands are under
Myriad factors – contextual and personal – influence pressure from three directions:
a young person’s news consumption preferences
and behaviours. The proliferation of choice driven 1 Weakening engagement with narrow news.
by the social mobile web results in as many pictures 2 A proliferation of brands and providers from
of young people’s news consumption as there are beyond the mainstream competing for time and
young people, though we can discern a typology attention, playing different-yet-equally (or more),
of hobbyist/dutiful news consumers, main eventers, valued roles in young people’s news portfolios.
and the disengaged.
3 A suspicious, sceptical approach to information
Only the most politically engaged seek out ‘narrow’ meaning news brands are judged by, but not
news in discrete, carved out news occasions. For this inherently valued for, their impartiality – except in
group, news and current affairs are passion genres, times of crisis, when their professionalism, reach,
keeping up with the world a hobby or a duty. For and resources come into their own.
others who are less or not at all engaged, news is
simply another piece of content in a social stream.

BACKGROUND
1
1 BACKGROUND / 1.1 OBJECTIVES
1.1
OBJECTIVES
Much continues to be written and said
about young people – in general, and
when it comes to their media behaviours
and their news consumption. Grand
claims about ‘them’ are often made.
Not all of what is said, however, is based
on evidence or rigorous analysis.
What we aimed to do As a qualitative study, this research does not

seek to provide representative measurement of
We set out to address that knowledge More specifically, the study aimed to What are their associations with behaviours and attitudes. The Reuters Institute
gap, to obtain a detailed, rich, textured answer the following questions: mainstream and alternative news
picture of how people aged between
Can we meaningfully speak about
sources, and what impacts do for the Study of Journalism’s Digital News Report
18 and 30 in Brazil, the United States those associations have on their
and the United Kingdom feel about
news, why they consume it, and what
‘young people’ as a homogeneous
group? For instance, are they
consumption? 2022 covers that and so much more in greater
all socially liberal and politically What, if any, are the roles that
this means for news brands.
engaged? mainstream news brands play in the detail than this research is designed to. Instead,
lives of young people?
How do young people define
‘news’? What roles do digital platforms such
this study aims to understand young people’s
How, when and why do they engage
with different kinds of news?
as TikTok, YouTube and WhatsApp
play in young people’s news perceptions of the news market, the conceptual
consumption?
What can news brands learn from
frameworks they use and their motivations for
news on digital platforms, in terms
of topic, tone and format?
engaging (and not engaging) with news.

1 BACKGROUND / 1.2 APPROACH
This was a qualitative study among To avoid biasing the sample towards heavy consumers of politics
people aged between 18 and 30 years and current affairs news, we used a relatively broad definition of
of age. 24 young people participated in ‘news’, namely:
each of Brazil, the UK and US, a total of
72 participants. When we say ‘news’, that can be from main-
stream providers or alternative ones – the
important thing is that it is a source that you
1.2 use to keep up with what is going on in the

world. That could be politics and current
APPROACH affairs, entertainment and celebrity news,

sport, technology, any subject really.
Who we heard from

As is customary for a qualitative – we faced little difficulty in finding Lifestage – a variety of young Ethnic origin – to reflect each Trust in mainstream media – a
study, we recruited purposively. No the range of participants we initially people living at home with parents, market’s ethnic diversity range of those who broadly trusted
qualitative research can claim to be sought, thereby proving practically beyond the parental home, including and distrusted the mainstream
Location – a mix of cosmopolitan,
representative in the statistical sense. that the range we were looking for with others, alone and co-habiting, media
metropolitan and provincial settings
Rather, it aims to involve different exists. either with or without children
Brands and platforms relied upon
target groups in data collection, Political worldview – a mix of
Socio-economic status/income – for news – participants consumed
controlling for carefully selected key Within each market we recruited a progressive/left-wing, conservative/
a range, using standard local news across a range of ‘traditional’
variables that might (or might not) range of participants, controlling for: right-wing, agnostic/centrist and
classifications mainstream brands, digital-only
influence the research findings. apathetic/disengaged
Age – 8 x 18-21, 8 x 22-24, brands and alternative sources; we
Work and education – a critical
8 x 25-30 also ensured a range of social and
With one of the key questions being mass of those working and/or
digital platforms were used.
whether we could speak about this Gender – within each age group, studying
age group as a monolithic mass, we an even split of male and female,
sought to hear from a broad variety while being inclusive of non-binary
of news consumers. Recruitment on gender identities
studies such as this is often instructive

How we went about it The news at the time
Understanding news consumption is complex. Like many media Fieldwork was conducted from 16th February 2022, with the final answers
behaviours in the twenty-first century, cross-platform engagement to the digital tasks given on 11th March. Given the longitudinal nature
with news content is often fleeting and ephemeral. Using a purely of the methodology, it is important to understand responses within the
discursive methodology that relied upon recall of claimed behaviour context of the main news stories of the day. At the outset:
would not have generated the nuanced, detailed dataset required
to meet the study’s objectives.
Instead, the core of the methodology ‘Follow the Stories’ diaries where Throughout, participants responded
was a set of asynchronous digital data participants tracked their news by blogging, vlogging, and voice
collection techniques. Participants consumption over the fieldwork notes, supplemented with illustrative
The Beijing Winter In Brazil, the new season of In the UK, Storms Dudley, the USA, the Canadian
In
completed an assignment consisting period, showing us the content, photography and screenshots. In total
Olympics were taking place, Big Brother, Jair Bolsonaro’s Eunice, and Franklin trucker protests and the
of several activities, all designed to brands, and platforms they used by the sample spent around 378 hours
with a particular focus on upcoming trip to visit came and went, replacing potential relieving of mask
get under the skin of their attitudes, uploading annotated screenshots engaging with the questions and
Kamila Valieva’s positive Vladimir Putin in Russia, allegations of parties mandates were in the
beliefs, and motivations with regard to and photos; 2,635 photos were generated.
doping test; and severe flooding and at Downing Street in spotlight;
news consumption. Tasks included:
Brand mapping tasks, to We then followed up with 8 landslides were contravention of Covid-19

understand the conceptual participants per country, conducting in the headlines; legislation as the most
frameworks participants used to an individually tailored depth topical stories;
categorise their news sources; interview with each over Zoom, lasting
around 45 minutes. During these
Screen recorded ‘Show and Tell’
discussions, answers given during the
tours of their digital devices, where Of course, much more
digital assignment were probed and
participants were asked to analyse news was circulating
emerging hypotheses tested. Around
their mainstream and alternative at the time, especially
18 hours’ worth of interview transcript
media sources, and to show us beyond the realms
were produced.
instances of innovation in the of politics and
provision of news; both the UK and the
In current affairs.
A discussion board, where USA, Virginia Giuffre’s civil At the start of fieldwork Russian troops were massing on
participants debated the strengths case against Prince Andrew Ukraine’s borders, though it was still a matter of debate
and weaknesses of ‘mainstream’ was also prominent, as whether an invasion would ensue. On 24th February,
and ‘alternative’ media; were several controversies Russia invaded Ukraine. Subsequent events dominated
surrounding the Joe Rogan the news agenda for the rest of the fieldwork period in
Stimulus-led reflective tasks where
podcast. all markets researched.
participants reflected on the tones
and formats they preferred in their
news consumption.

Interpretative framework
Before we embark upon understanding what the study has In our analysis we have actively Even here we must be careful, as it None of this is to deny that there are
avoided the broad-brush is difficult to disentangle the three unique circumstances in which young
shown us, we should make clear how we have approached characterisations of a huge group effects when looking for causality. people have grown up and continue
the analysis and interpretation of the data. of people based simply on their
It is empirically impossible to know
to live, that impact their attitudes to
date of birth. Rather than trying to and motivations for consuming news,
whether and how those aged 18 to
characterise young people as a whole and how they engage with it. This
30 will change – will differences
and setting them in opposition to study aims to identify what young
between them and older generations
other groups, we have aimed people have in common with each
stand the test of time and result in
Synthetic cohort analysis to produce a more sophisticated
true generational differences? Or will
other and the differences within the
analysis that considers the interplay cohort with regard to their attitudes
This is not a study about ‘Gen Z.’ It is a study As Professor Bobby Duffy they follow the same trajectories as
of three factors. towards news.
about young people. We have not juxtaposed of the Policy Institute at older generations did, with attitudes
18-30s with older people because: King’s College London puts it: Period effects – where attitudes, and behaviours changing in line with
beliefs and behaviours of a society predictable patterns? At this stage of
not everything While we can learn change in consistent ways across
all age groups, often in response to
their lives, we simply cannot know.
Perhaps the safest, most accurate
can be explained by something very major events that affect everyone.

Lifestage effects – where change
answer is ‘a bit of both.’
Furthermore, we have been careful
generations, nor are valuable about occurs in predictable ways as
people age.
in making grand claims about a
set of young people in three very
they always the most ourselves by studying Cohort effects – an age group can
different markets – for all the talk
of a globalised society flattening
important divisions generational dynamics, have different attitudes, beliefs and
behaviours to other groups because
out differences, national contexts
continue to exert powerful influences
in society. 1 we will not learn they were socialised at a different
time, in different conditions.
on many aspects of our lives, not least
news consumption. The brands we
anything from a consume and the news they cover are
still in large part bound by nationality
mixture of fabricated and language – “country before

cohort”, as Duffy puts it.
battles and tiresome

cliches.2
1&2
Duffy, B. (2021); Generations: Does When You’re Born Shape Who You Are? Atlantic Books: London.

THE KALEIDOSCOPE
2
2 THE KALEIDOSCOPE
Modelling the Myriad variables interact to

The vast influences influence news consumption,
variety of news on young leading to largely unpredictable
consumers people’s news individual outcomes
and behaviours consumption
The landscape of young people’s news consumption In the following sections we’ll make sense of some of PERSONAL
is best described as kaleidoscopic. ‘Digital news this complexity. Modelling the interplay and predicting
consumption’ is an almost empty term because there’s the outcomes of the complexity is beyond the reach of a
stics The
so much variety within ‘digital’ and ‘news.’ The devil qualitative study. We can, however, identify the variables
acteri mo
tiv
ar ati
is in the detail. In this fragmented landscape, there that are influential in conditioning a young person’s news ch on
nal W
are more platforms, more brands, more choice and consumption. Each time somebody aged between 18 rso hy
pe th
ey
a greater unpredictability of outcome than has and 30 accesses the news, all these different variables d
an
y
tilit
previously been the case. For example, news is starting are in play.
ar
hy
lifesta
gender
e
al u
ap
ac
to permeate platforms such as TikTok and Twitch –
gr
cou
ce
duty
Broadly, we can categorise the variables as follows:
ctic
mo
er ion
ge
ss
both professionally-produced and user-generated. /
ntry
rk
De
oth ct
ing
pra
loc
s
PERSONAL wo
to nne
e’
ati
the
wo min ng
‘m
co
rti on
on
Me – all the variables that make a person who they rld ds o
con
i
pp at
l–
vie et/ t
are, condition what they like, feel is important and su duc en
dua
ten
An ‘as well
w
e o vem
t in
worth knowing r
divi
p
job f-im
sel
that m
The in
Motivation – the reason why someone consumes news
t/
men
as’ evolution
inter
in any given moment, their mood. Their motivation may pass ests/ n t e rtain n
oment
ions e actio
be very different in accessing one piece of content one distr
minute, and another piece of content another minute
supporting a
rather than an
trust in media
CONTEXTUAL hobby
Moment – the conditions in which news is consumed ent

engagem ics brand
‘instead of’ also has a great influence: what, where, when, on which
device, all make a difference to what news is consumed
and how
wit h p o lit
lang
uag
e
pla
servtform/
ice
revolution
ed
Market – the country a news consumer is in or from al
The
de
litic e
su m
vic
conditions what is available to people in all manner of po scap e
ma
d
con
lan
ro ont
ways. It sets the socio-cultural, political and economic
a
r ke
nd
ut en
c
We are not seeing a radical shift from one set of
ll y
e t
e
context. It influences the language news is most likely to
tT
to
ag
tu a
ws
trig
behaviours to another. A more accurate characterisation
he
ws
be consumed in and the brands available to a consumer,
ac
ne
ava ounts
ge
the
ne
le
of young people’s news consumption is that more
wi
and serv rms
the story
t is
ices
r
of
ilab
and much else besides.
de
en
re
and different behaviours are being added to existing
ccas
rp
cc
platfo
ltu
nt
re
ds/a
co
ones. There are many instances of older behaviours,
cu
ilin
va
e
ion
g th
bran
prevailing
for example reading articles on news brands’ co ic h
nd wh
websites, as well as some consumption on itio in
ns ns
TikTok or via podcasts. in w io
hic d it
h th con
e mo he
nt T
m ent o
c curs The mome
C O N T E X T UA L

2 THE KALEIDOSCOPE
The The Growing up 1 How they consume news
outcome – exponential with Web 2.0

a bricolage expansion has several
approach of possibility implications that
to news is driven by contextualise
consumption two factors and condition 3 Their trust in information, in general
Ultimately, each young person puts together their

own bespoke, messy patchwork of content that
A combination of two overarching factors explain
why this kaleidoscope has emerged. young people’s
consumption
ends up being a news portfolio. They most likely
are unable to say explicitly and consciously why
their portfolio is as it is. 1 Young people are natives of the
mobile, social, participatory
internet – Web 2.0 of news
Access to the social participatory web is a period effect.
Those aged over 30 also have access to it. Younger people,
2 What they consider ‘news’ to be
however, have grown up with and been socialised into it.
They do not know anything else before it, making those within
the cohort the most extreme examples of behaviours extant
across large swathes of the population, and probably the
biggest, clearest window we have into the future. We can
break down its impacts into four broad categories:
2 Natural in-group diversity, which

would characterise any group of
people of this size
4 Who they trust to deliver news

2 THE KALEIDOSCOPE
How they I really like the social As such, the carved-out news occasion is rarer than
serendipitous bite-sized instances of consumption.
I use TikTok in a different
aspect of news where it’s Bite-sized content on social media or in news
way to Instagram. I follow
consume like people discussing the
aggregator services tends to be the starting point
of young people’s engagement with a news story.
They alert people to stories, sometimes creating a
very few people, so much
topic at hand. I like that so that if you ask me who
news more immersive experience
sense of ‘swell’ and importance, that ‘something is
happening that I need to know about.’
I follow on TikTok, I couldn’t
News is often consumed in social environments, where
Digital consumption is clearly dominant amongst
this age group, replacing print and broadcast to a of news. news content is fragmented, decontextualised and
consumed in social feeds (alongside other non-news
tell you. However, somehow,
large degree – in the USA and the UK in particular
we saw very little TV and radio, and no print. Their
Female, 22, UK content and separated from a provider’s other output). they create filters. It has
Consumption also largely occurs via news aggregators,
news behaviours are to a large extent an extension of
their wider media behaviours. Digital, mobile, social,
where many brands sit alongside one another. The become a really cool
result is the same – weaker relationships with brands
integrated, continuous, fast, fleeting, discovered Young people encounter news in an always on, ambient
environment. They receive news more than seeking it.
in third party environments. platform for me as it mixes
passively but actively interacted with –
much of the time. Young people are required to navigate a highly entertainment with news.
I follow Gina Indelicada, complex, ubiquitous, and pervasive information
landscape, potentially extending well beyond traditional I really like things related
I am more inclined to use Fofoquei on social media, news brands’ output. They do not always or even
social media, as it is the often consciously seek news out or make active brand to astronomy, such as
and other Instagram choices. Third parties aggregate, algorithms and
planets, Milky Way etc.
quickest way to access accounts. On Instagram,
people recommend – serendipity and randomness
the news and I personally

characterise much of their news consumption.
These subjects come up
I turn on notifications to a lot for me, as well as
prefer the way the news always stay up to date.
is presented. soccer stuff.
Female, 19, UK
All new information they Male, 30, Brazil
post comes to me. When

I open my laptop, the Quite apart from the platforms and devices, and the
news tab gets huge, services that they use, these factors have an even more
fundamental impact – influencing what young people
because so much consider news to be.
stuff comes in.

Male, 24, Brazil

DEFINING NEWS
3
3 DEFINING NEWS / 3.1 NARROW AND BROAD
3.1
It is important to note that many traditional news brands do in reality cover
a wider agenda than just ‘the news,’ and that young people consume
content from them, e.g., The Guardian’s lifestyle and environmental
content, and MailOnline’s entertainment and celebrity content.
Narrow Mainstream media tends to obsess over a

particular topic. I understand why because
and broad it’s giving them the most views, but they
have A LOT of news about these issues
Young people make a distinction, not and forget about everything else.
Female, 24, USA
always verbalised as such, between
‘the news’ and ‘news.’
‘The news’ – is associated with ‘News’ – is distinguished

mainstream, traditional media. from ‘news’ – for young people,
Unlike young people’s broad ‘news’, more broadly, is anything
definition of ‘news’, ‘the news’
is perceived to have a narrow
new that is happening in any walk
of life: sports, entertainment, The attempt to close strip clubs in Bristol.
focus on traditional party politics, celebrity gossip, current affairs,
international relations, economics culture, arts, technology, etc. I have some friends who are sex workers
and finance, and ‘current affairs.’
The topics that ‘the news’ focuses
on are defined by ‘what is
and I follow a few strippers on Instagram
happening in Westminster’ or ‘on
Wall Street,’ the ‘corridors of power’. so this would be something I wouldn’t
‘The news’ is mainly associated with
mainstream traditional news brands. class as mainstream news but is
still of interest.
Female, 21, UK
The narrow and broad definitions are more about brand chosen when a young person is looking for ‘news’, or of
associations than about actual behaviours, though no less being picked up by algorithms if a consumer visits them
important because of that. Ultimately, brands primarily less because of these associations.
associated with ‘the news’ have less chance of being

3 DEFINING NEWS / 3.2 THE THREE CATEGORIES OF NEWS
3.2
The three categories of news
Using the broad definition, news falls into three categories.
The lines between the three categories are blurry. They exist along
a spectrum rather than as three discrete entities. Almost all young
people in the study had a varied, balanced news diet, consuming
news from across the spectrum. The balance of news across the
categories varied by individual, as did what precisely goes into
each of these three categories.
is often framed as ‘serious’ in is less defined, there is less news as pure entertainment is The big issues of the day Hobby-related - entertaining but Throwaway, almost random
people’s minds, ‘the news’ as agreement and less commonality almost totally serendipitous because with deeper roots than ‘fun’ content for easy entertainment
Things that affect my life
narrowly defined. of definition as interests totally young people aren’t looking for
directly (personal utility)
depend on personal tastes. It could specific stories. Stories just come Totally depends on personal tastes
be something to do with one’s their way, served up seemingly at
education or with one’s job. Quite random by an algorithm.
often hobby-related, entertaining
but not quite ‘fun.’ People engage
with it more deeply than for
fun, whether that’s liking football
or politics or gaming. Politics and Local ‘Serious’ personal Tech, gaming, sports, Celebrity gossip,
international interest e.g. culture, TV, film, weird and wonderful,
relations climate, finance, entertainment memes
science

The model has implications for brand perceptions

and perceptions of ‘importance.’
Brands tend to be associated with one of these types, even if

their output is broader. For example, despite its breadth of output,
the BBC is primarily perceived as a ‘need-to-know/serious’ brand.
Conversely, despite its investigative journalism, Buzzfeed News Largely mainstream news media Broader news Can come from anywhere, often
is primarily associated with ‘fun.’ Narrow news agenda The long tail of subject specialists
serendipity or social share
– brands and individual accounts Anything in a social feed –
Narrow set of mostly
professionally-produced content,
mainstream news brands Can also include political and
In the middle is a longer tail of Fun can come from anywhere. current affairs, from mainstream
UGC, memes
and alternative media Merges with other content
subject-specialist brands and Social sharing and serendipity are
individual social accounts. For a huge part of consumption in this
those who engage with them category, whether through online
as a profession or a hobby, or offline word of mouth. The “More important” “Less important”
this can include political and line between news content and
current affairs and therefore entertainment becomes especially
traditional news brands. blurry here.
Young people apply a sliding scale of ‘importance’ to the Although this was not a quantitative study, the number of
three different kinds of news. Almost all say that ‘serious’ use cases generated during the diary element does allow
news is more important than other kinds. Perceptions us to make some tentative suggestions on weight of
of importance, however, do not necessarily translate consumption. What emerges is a classic ‘long tail’ model.
into greater consumption of ‘serious’ news. Chapter 4
expands on the different kinds of news consumer and
why some are more drawn to serious news than others.

I get most of my more

niche news on TikTok,
whether that’s about
Perceptions of ‘importance’ do not pop-culture issues,
necessarily translate into greater upcoming books/films,
consumption of ‘serious’ news or general health and
In the ‘Need to know’ category wellness tips.
‘The news’ ‘News’ Female, 22, UK
are the big stories, the well-known
news brands, and the highest
audiences per brand. Young people
Need to know/serious Personal interest Fun
still coalesce around the big stories. This is not a total revolution, a
The narratives that state they move away from mainstream news
Volume of consumption per brand
operate in a totally different world brands – it is a gradual erosion of

Narrow Broader set of brands and individual relationships with them. Each one
from older people and that they
consideration set accounts relied upon of us, however, only has so much
of well-known exist in totally isolated bubbles with
completely different agendas from time in the day, we all have only
news brands Lower audiences per brand (usually)
one another overstate the issue. so much attention to give, only
Higher audiences But occasions can be more frequent – so much cognitive load one can
per brand in aggregate, this kind of news occasion In the aggregate of the long tail, bear. Much of a young person’s is
seems to be more frequent however, we can begin to see why being used in this long tail. While
some news brands attract smaller we might see lower audiences per
younger audiences. News brands’ brand in the long tail, in aggregate,
share of any one young person’s and for certain kinds of young
Frequency of occasion
consumption is being chipped people, the long tail dwarfs their
away at by brands and individuals consumption of ‘serious’ news and
in the long tail. therefore mainstream brands.

3 DEFINING NEWS / 3.3 SUSPICIOUS MINDS
3.3
Suspicious minds - Fact, opinion and trust
We are often told that ‘this generation is particularly politically
engaged.’ We have our doubts about this claim. Less debatable is
the fact that young people are exposed to a wealth of information
from a young age, whether they like it or not. While not all
politicised or polarised, they have been trained to think critically.
Only half of 12-15 year-olds

(49%) think the news they
We haven’t been afforded see on news websites is
the luxury of being ignorant. mostly or totally true…
We’re not especially
political; we get exposed
whether we like it or not.
…compared with almost nine
We’re forced to think about in ten (87%) of 12-15 year-olds
our future and how we’re
going to fit into the world
(young Millennials) in 2008
a lot earlier. Ipsos MORI, Beyond Binary: The Lives and Loves of Generation Z
Ife Grillo, influencer,

quoted in Flamingo’s Gen Z:
Redefining Authority

In principle, young people are clear on

what constitutes fact and what is opinion,
and the rules that govern their deployment.
Fact
What has happened or is happening,
with no interpretation
Opinion In practice, these neat boundaries and axiomatic

An individual’s or organisation’s statements are much more difficult to identify and
enact. One of the great commonalities in this study
interpretation of why something is that almost all young people believe that all
has happened and what it means information is put in the public realm for a reason,
and is not to be trusted or taken at face value.
The rules There are different explanations for this, but they
all end up in the same place – very little information
is taken on trust.
1. Fbeactkept
and opinion should
separate
Some will give postmodern philosophical
explanations that ‘there is no such thing as objective
truth, everything is relative, socially constructed.’
Others will point to an understandable commercial
2. Osignaled
pinion should be clearly
as such
incentive for news brands and other providers to
speak to their audiences’ beliefs, conditioning
what they put into the public realm.
Others still take a more conspiratorial stance,
3.
The mainstream media should
stick to reporting the facts
that news providers are purposefully manipulating
opinions for their own gain.

We’re not living through a crisis The “alternative facts”

about what is true, we’re living epistemological method goes
through a crisis about how we like this: “The ‘independent’
know whether something is true. experts who were supposed to
We’re not disagreeing about be verifying the ‘evidence-based’
facts, we’re disagreeing about truth were actually in bed with
epistemology. The “establishment” the people they were supposed
version of epistemology is, “We to be fact-checking.
use evidence to arrive at the truth, In the end, it’s all a matter of faith,
vetted by independent verification then: you either have faith that
(but trust us when we tell you that ‘their’ experts are being truthful,
it’s all been independently verified or you have faith that we are.
by people who were properly Ask your gut, what version feels
sceptical and not the bosom more truthful?
buddies of the people they were Cory Doctorow
supposed to be fact-checking).

Nowadays I do not trust almost anything.

In terms of politics, everyone has a political They definitely have their own agendas.
orientation – I do not even trust the vehicles They’re usually owned by very wealthy
that are theoretically left-wing, as I am. people with their own particular interests.
Honestly, I check everything. Their own interests are at heart when they
Female, 30, Brazil
report news a certain way.
Male, 23, UK
I do not think anything is 100% reliable

in the mainstream media. You can
never think that that is the absolute A lot of the time, mainstream news can be
truth, because we are not sure very biased or politically-motivated. This
of anything. makes it hard to decipher its credibility. In
Female, 24, Brazil
turn, I oftentimes have to spend additional
time seeking out information and facts.
Female, 28, USA

Young people are aware of confirmation bias and can speak This polarisation is quite negative. If we
lucidly about filter bubbles, algorithmic recommendations
and the dangers of not seeing ‘the other side.’ are on the left, we will read several news
stories on Globo, we will read only Globo,
and if we see people criticizing Globo
we will condemn these people. People
Google’s recommendations are a bit on the right will consume Pingos nos Is
problematic, but I don’t think it is intentional. and Jovem Pan, and then they will say
It is very good at recommending the news everything on Globo is wrong.
we like, but this intensifies a political Male, 18, Brazi
polarisation of opinions because we only

read what we like to read. We do not realize
there are other things beyond what we
are reading. I like the fact that the New York Times and
Male, 18, Brazil
The Guardian have a liberal, left-wing bent

because it’s more in line with my own views.
I tend not to read conservative newspapers
because they tend to make me upset and
Because I mainly get my news
I don’t like to be stressed or upset when
through social media, I might get
reading the news, as ironic as that sounds.
a bit more of a biased left view Female, 29, USA
of things in terms of politics.

Female, 21, UK

Broadly, scepticism defines three groups of young people

This in turn conditions where they get the bulk of their news, though
all tend to rely on a mix of mainstream and alternative sources.
Ultimately, though,
they have a human
brain and are susceptible Attitudes to Reputation, access and speed Each is as biased as the other – While the mainstream media
to confirmation biases. mainstream

and alternative
media
means that they still must rely
on mainstream media for
summarising top stories, verifying
both need to be consumed to
obtain the whole picture
might be biased, the alternative
media is worse
They easily end up consuming brands and opinions that reinforce and breaking exclusive stories
their worldviews and rejecting those that fly in the face of them. Impact upon They supplement their alternative They combine the two, putting Alternative media is to be
the balance of each on an equal footing avoided or at least taken for
Even those who recognise their own biases do little to address mainstream
media consumption with
mainstream media what it is – overly biased
them. Perhaps most concerning is that those who are most and alternative and opinionated
media
politically engaged are the ones who are the most likely to float
the idea that ‘the other side’ is “biased.”
Being digitally native does not automatically equip young people

to navigate an increasingly complex news landscape. They are
highly sceptical of most information, to greater or lesser degrees
– they don’t necessarily judge a source’s value by its impartiality.
This has implications for mainstream news brands, who often
trade on impartiality and being trusted.

3 DEFINING NEWS / 3.4 MAINSTREAM AND ALTERNATIVE
3.4
Mainstream and alternative
News is provided by brands
and actors along a spectrum.
Definitions get fuzzier as one moves beyond the mainstream. Quite what constitutes ‘alternative’ media is open to question.
Young people tend to define it loosely The boundary between ‘alternative’

and in opposition to ‘the mainstream and ‘user-generated’ is particularly
media,’ as one or a combination of blurry. Included here are:
the following:
Behind the scenes and on the
Digital-only news media; ground accounts e.g., Bald and
Bankrupt on YouTube;
Content from individuals, as
opposed to brands; Memes and take-offs, which
often involve the repurposing of
Views from beyond the mainstream;
mainstream news content e.g.,
Emergent formats; Cassette Boy;
Topics from beyond ‘narrow news’. Niche podcasts;
Comments, especially on services
such as Reddit, where the
comments often are the content.
‘Legacy’ media – big businesses, Not the mainstream media Sometimes on-the-ground I really love Reddit because
large scale operations reporting
Benefits from scale and legacy –
Beyond that can be different
things to different people More commonly, (social) content
I love reading the comments
budgets, speed, access generated around news and you can put your own
opinion on there.
Female, 28, USA

Each is felt to have its

strengths and weaknesses.
There is no consistency of preference for one over the other
amongst young people – it is in the eye of the beholder,
The mainstream media is I feel that the difference with even those most engaged with ‘narrow’ news using a
often quick to break the news. combination of the types.
between mainstream media
It summarises top stories, and alternative media is that
provides detail and wider
perspectives, and breaks
mainstream media provides
and verifies exclusive stories. facts and alternative media
Alternative media is less likely provides opinions. Alternative/
to break the news but might Female, 27, UK Mainstream user-generated
ultimately cover it, even on Strengths Providing verified, checked, reliable More personality-driven, showing passion,
facts and figures opinion, connecting with an audience in
location, and might continue to It tends to be either very all more emotional ways
Curation of the main, relevant, topics
cover it even after it has fallen right or very heavily left. I don’t of the day Can be fun, entertaining, offering escapism
off the mainstream news W
ell-funded and resourced O
ften feels more interactive, like a
think there is a lot of Centrist community or club e.g. comments
agenda. User-generated media High production values, professional
almost always piggybacks on alternative news. Access to the stories, places and
Can draw attention to important topics and
issues not covered by mainstream media
Non-binary, 18, USA people that matter
the mainstream media and Increases the number of voices heard
Easily accessible, easy to find
alternative media.
Mude Minha Ideia, which is
Weaknesses Facts and figures might not Drive for clicks can distort what they report
alternative, has a lot of opinion. necessarily be true on and what they say about it, creating
But it makes it clear that it is N

egative, scaremongering
clickbait
L
ack of verification calls veracity into greater
an opinion, it is not fact-based Narrowly focused and repetitive
question
Perceptions of a hidden agenda
news because people there are Limited number of faces and opinions,
Not usually trustworthy enough to be a main/
the only news source on most stories
debating, They can lie and be not much diversity
Can sow division and create cult-like
called out. But the concept is Tonally boring, straight, too serious,
lacking personality
followings – societally unhealthy
people talking and giving

their opinions.
Male, 18, Brazil

Alternative and user-generated A narrow agenda and

media have more scope to be hidden agendas
entertaining, which appeals to Beyond the executional, mainstream news media faces two
interrelated criticisms. These are levelled especially by those
some young news consumers, who trust alternative media more.
be that in addition to or instead of the more ‘neutral’, ‘dry’ tones 1. F–ollowing a narrow agenda
some young people
2. Pursuing hidden agendas
– the mainstream media can
and formats expected of the mainstream. perceive the mainstream be perceived as ‘dishonest’,
news media to be tied to and especially media from the
share the same concerns other side of the political
as ‘The Establishment’ or spectrum, masquerading as
authority – they are part of impartial when impartiality
Mainstream Alternative User-generated the same discourse. This is impossible. For some,
Definition Broader Broadest – could be anything leads to perceptions that the the mainstream media does
of news news-related
Narrow – ‘the news agenda’ Even within politics and current mainstream media ignores not simply operate within
affairs, topics beyond narrow news
news, issues, and topics the same discourse as ‘the
that are (more) relevant to Establishment’, it is linked
Role in Expected to be first to the news Less likely to break the news but Totally reliant upon mainstream some young people. In the to and a proponent of its
breaking news might ultimately cover it, even on- and alternative media,
location piggybacking on it context of lower engagement agenda/s, a mouthpiece of
with traditional party politics rich and powerful owners’
(and even finance), this interests.
Expectations Serious, objective, accurate, Opinions permitted and welcomed, Broadest emotional/tonal range
emotionless reporting can still be serious and thoughtful – serious, frivolous, angry, positions mainstream media
funny, off-beat, politically as somehow ‘other’ to
incorrect
many young people’s
everyday concerns.
Increasing scope for topical variety, opinion, bias and emotion/personality

Alternative media is not Mainstream media therefore

judged by the same standards finds itself in a paradoxical
as mainstream media position
I try and avoid the mainstream news when
Instead, it adds something It is judged more harshly than
I can – I feel like they’re all competing for different to young people’s other types of news media,
my attention in the wrong way and trying news mix: because it is held to a higher
It is not mainly used to find out
(impossible?) standard. It is
to make things seem worse than they expected to be impartial,
what is happening, but more for
are for viewing figures/money. objective, and cold-blooded by
explanations, opinions and fun.
Male, 26, UK
It covers topics beyond the
a group of people who seriously
question whether that can ever
narrow news agenda.
It is not expected to be
be truly achieved and who don’t
always value the tonal execution
objective.
It is easier to seek out
of impartial, objective, cold-
blooded news.
alternative content that
chimes with their worldview
Brazil needs media regulation because, (and speaks against other
worldviews).
today, only a few families own radio stations, It is explicitly and ‘honestly’
printed newspapers, TV channels. And they opinionated or biased, which

brings a certain integrity.
are somehow related to power, so there is It covers the narrow news
only one kind of opinion. We will see this agenda in more interesting
ways – tonally, formats.
mainly in the elections.
Female, 30, Brazil

3 DEFINING NEWS / 3.5 CHALLENGES FOR TRADITIONAL NEWS BRANDS
3.5
Challenges for traditional news brands
Traditional news brands
are under pressure from Topically, young people have a
broader definition of news than
This is not to say that traditional
news brands have no place,
three directions: they perceive the mainstream nor even a major role, to play
news media to cover, or they in young people’s news mixes.
prefer to get their ‘broader’ They have a well-defined place
1. eaker engagement with narrow
W
news, stronger engagement
news elsewhere. within young people’s news
ecosystems – leveraging scale,
with broader news among some Tonally, young people replace or speed, access, and availability.
young people supplement the serious tones of But their content only appeals to
mainstream media with casual, certain groups of young people
2. Pbeyond
roliferation of brands from
the mainstream competing
conversational, entertaining,
opinionated approaches more
on certain occasions.
for time and attention, playing readily associated with the In the next chapter, we will
different roles alternative media. examine the multiplicity of
young people that adds
3. Stouspicious, sceptical approach
information, meaning news
Executionally, socially and
digitally native alternative
even more complexity to the
kaleidoscopic picture of their
brands are not inherently valued and user-generated brands news consumption.
for their impartiality feel more ‘of the internet’
and its culture, using its tools
effectively, respecting their
conventions.

DIFFERENT STROKES
FOR DIFFERENT FOLKS
4
4 DIFFERENT STROKES FOR DIFFERENT FOLKS / 4.1 IDENTITY
4.1 Location
Values
and
beliefs Sexuality
IDENTITY Education Generation
Gender Job
One key driver Interests

Age/
of difference is identity. lifestage Class/
and
passions
socio-
Identity is intersectional. economic
status
Interests
Religion
and passions
For example, we saw men, women, Ethnic origin, sexuality, and religion
It’s hard to and non-binary people engaging may make young people feel
disentangle different with and avoiding news in different common cause with other
ways: some women, in particular, did underrepresented groups or want to
parts of people’s not wish to engage with news of access news that deals specifically
identities. We all violence against women but were with issues or topics that are
drawn to stories of female success. important to them.
have fluid, multi-
Age can be a differentiator as much Beyond demographics, beliefs and
layered and as a unifier. An 18-year-old is very worldview also play a conditioning There is this small local newspaper, where I was
contextually- different to a 30-year-old: a 30-year- role in what news is consumed.
dependent personas old might want to know what’s going Libertarians might look to libertarian born, in the countryside. It brings local information.
on in the school system because news sites, conservatives to
– a person’s age is they have children within it, for conservative ones, and so on. I follow one of the journalists of that newspaper
one layer and not example. As one moves through the
life stages, one tends to get more
The list of conditioning identity- on Snapchat and see him posting some news.
based factors and outcomes is
necessarily always into serious news, local news, and
almost endless, cutting across age, That is very cool, it makes people feel closer.
community news.
important. another multifaceted variable Male, 24, Brazil
Those from smaller and provincial contributing to the kaleidoscope.
locations tend to be more interested
in local and community news than
those in metropolitan/cosmopolitan
locations.

4 DIFFERENT STROKES FOR DIFFERENT FOLKS / 4.2 COUNTRY
4.2
COUNTRY
For all the talk of ‘a globalised generation,’ country remains a
significant influence on news consumption. It sets the socio-
cultural, political, and economic context. It influences the
language news is most likely to be consumed in and the
brands available to a consumer, and much else besides.
By design, this report mainly focuses mainly on the commonalities

across markets. Insights were relatively universal across the three
countries studied, though there are of course specificities that
condition consumption.
THE CULTURE OF NEWS LANGUAGE THE NEWS BRANDS THE POLITICAL SALIENT TOPICS
News has developed within of talk radio. Brazil was a much With the UK and the USA sharing
AVAILABLE LANDSCAPE AND STORIES
nation-states, mainly through more traditional landscape, a language, the global lingua Language clearly conditions the As long as the nation-state remains Narrow news is to a large extent
national broadcasters and where mainstream news brands franca, young people in each news brands available. In Brazil, the primary mode of political defined by the political agenda. A
newspapers. Each country has held greater sway. There is less of these countries were more participants were looking for news organisation, the national politics of a country’s politics conditions the
its own cultures. Even now, in alternative media consumption likely to engage with news in Brazilian Portuguese, steering country will continue to condition how salient topics and stories. Centuries
a globalized world, news is a because there is less alternative brands from beyond their ‘home’ them to national, regional, and people, young and old, experience of nation-building have resulted in
product of its historical national media provided in Portuguese, market, wittingly or not. News local news brands. International the news. News brands at times take populations who find common cause
development. For example, and specifically Brazilian aggregators showed UK news news brands such as the BBC a political position. Even those aiming with the imagined communities of
the culture of news was very Portuguese. There was therefore consumers US content, and vice and CNN have Brazilian versions, for impartiality need to steer a course their nation-state. Floods in Petropolis
different in the USA and the UK. less familiarity with and less trust versa. Some actively sought news catering specifically to that market, between the different viewpoints are therefore interesting to Brazilians
In the USA, newspapers are in alternative sources in Brazil. from the other market or from testament to its size and the in each market. A US liberal is very not impacted by them directly, while
generally seen as more impartial more global brands commercial viability of doing so. different to a UK liberal. What is natural disasters over the border may
than TV stations. In the UK it is e.g., the BBC, CNN. Other countries are not always perceived to be socialist in Brazil – not even get a mention.
the opposite, where newspaper catered for so specifically. where Lula is a political force – is very
brands are seen as much more different to how the term is seen and
politically aligned. The UK does used in the USA.
not have as much of a culture

4 DIFFERENT STROKES FOR DIFFERENT FOLKS / WHATSAPP IN BRAZIL
That said, sharing news content via WhatsApp in Brazil seems

hugely popular, more so than in other markets covered in this
research, with 41% using WhatsApp for news, the second most
WHATSAPP prevalent social/digital platform after YouTube. By comparison,

one in ten Brits do the same. Usage in the USA is so small as to
not be referenced in 2022’s Digital News Report.3
IN BRAZIL I learned about Covid through my mother and my aunt, who sent me
news via WhatsApp. Sometimes people send you something and
you cannot even finish reading it, because you already know that it
is absurdly false, it is even comical. But WhatsApp is very important,
because we share opinions and information through it.
Female, 22, Brazil
I receive the Diário de Pernambuco newspaper via WhatsApp and

read it at work. After coffee, I open WhatsApp on a computer tab,
open the newspaper and read, it is also another source of news.
Male, 30, Brazil
WhatsApp is a highly popular messaging As well as driving conversation through social sharing, WhatsApp
alerts Brazilian news consumers to stories in the long tail and
service in Brazil, beyond its popularity to narrow news. For less ‘serious’ consumers, it is a useful way
for sharing and even, in some cases, of keeping up and being alerted to ‘big’ news. While WhatsApp
publishing news. The genesis of its recommendations can lead anywhere, the dominance of the
mainstream media in Brazil means often they lead to mainstream
popularity is the free minutes of WhatsApp media. More ‘serious’ news consumers can question the veracity
usage that many mobile phone networks of what is shared via WhatsApp.
bundle in with contracts. This has helped I am part of several groups where people post some news on
establish a large base of WhatsApp users. WhatsApp and then it will be shared to other groups. Nobody
The use of WhatsApp for news-related knows if that news is true or not, but it is being shared. Most
of the time, when I see a news posted on WhatsApp, I go to
purposes in Brazil is in large part an Instagram or Google to see if it is true.
extension of its usage more generally. Female, 25, Brazil
3
Reuters Institute for the Study of Journalism, Digital News Report 2022.

4 DIFFERENT STROKES FOR DIFFERENT FOLKS / 4.3 ENGAGEMENT WITH POLITICS
4.3
ENGAGEMENT
WITH POLITICS
A young person’s level of The engaged fell into two camps –
engagement with politics and engaged with the narrow news agenda
current affairs is the key variable and traditional party politics, or with a
in conditioning their relationship broader, issue-based political agenda,
with ‘the news.’ It conditions: e.g., interested in some or all of climate
change and environmental issues, I tend to avoid political news as I have no interest in it. I feel
Whether they engage at all with
gender issues, LGBTQIA+, like all politicians lie.
Male, 29, UK
‘the news’; race relations.
How deeply they engage;

The disengaged were not simply
How broadly they engage;

disengaged with news. Instead, their
Their relationship with news brands;
disengagement nested within feelings
The kinds of content they look for.
of apathy and powerlessness to make
meaningful change – a disengagement
with politics, full stop. For some this
was a case of politics being “pointless,” I actively avoid news about politics as it frustrates me. It makes
while others could see the point me feel small and no matter what my views it won’t make any
but actively avoided a “negative”, difference at all to what goes on in the country or world, so
“stressful” news agenda characterised there is no point listening to it. I have lost even more interest in
by doom-laden stories and/or it during the Covid outbreak as I feel I can’t trust anything the
polarised debates. Government or news say, so I don’t tend to listen.
Female, 22, UK

4 DIFFERENT STROKES FOR DIFFERENT FOLKS / 4.4 REASONS FOR CONSUMING (AND NOT CONSUMING NEWS)
4.4 I do not like to watch catastrophic

news and sensationalism,
explicit videos about accidents,
I actively avoid things that trigger
my anxiety and things that can
have a negative impact on my
REASONS FOR
things like that. And when the day. If it isn’t something that I
intention of the news or content need to know or act upon, then
being released is to defame I will try to avoid reading news
someone’s image. and accounts about things like
CONSUMING (AND Female, 22, Brazil
Depending on my mood if I see

news that I know is bad, is going
deaths and disasters.
Male, 27, UK
I avoid anything related to rape,
NOT CONSUMING) to upset me, sometimes I leave it,

and read it later.
Male, 24, Brazil
violence and murder because it
causes me anguish. The world is
bad enough nowadays and, if we
NEWS I tend to try and limit the amount

of negative news I consume,
especially first thing in the
keep watching this, we can even
be afraid to go out on the street
or to get involved with someone
due to the fear of rape. So that
morning and last thing at night. scares me. I avoid trying to find
I don’t want it to affect my day out more, so I do not have that
or make me worry. on my mind.
Selective news avoidance Female, 29, UK Female, 25, Brazil
Engagement isn’t black and white, Rather than total news avoidance, I avoid all articles and opinions On days where I really want
though. Even amongst the highly
engaged there were signs of
there was the avoidance of certain
kinds of news or stories, at certain
on Covid-19 due to the high to relax, I avoid political news
selective avoidance of negativity. times – to guard mental health. tensions Covid-19 brought because it gets me anxious
Equally, only the most disengaged
totally avoid any news or even Young people are well attuned to the
to society. The news become sometimes. I also try to avoid sad
‘the news.’ increasing socio-cultural trend towards rather morbid and made it news like news about suicides,
Engagement and disengagement were
greater self-care and place an
emphasis on their mental well-being.
hard to endure each lockdown murders or deaths. I usually don’t
often sporadic and fluid. Rather than a As such, they tend to avoid certain whilst knowing the situation open death-related articles.
fixed state, many of those who
disengaged with the news did so
kinds of news that they feel will affect
their mental wellbeing negatively.
was not improving. Therefore, Female, 24, USA
occasionally. Engagement could spike, I stopped following all information

especially at the initial stages of ‘a
crisis’ or at inflection points during a
on Covid-19.
long-running story. Female, 24, UK

4 DIFFERENT STROKES FOR DIFFERENT FOLKS / 4.4 REASONS FOR CONSUMING (AND NOT CONSUMING NEWS)
Again, the specific kinds of news to be

avoided varies from individual to individual,
but common areas were:
The culture Covid Brexit The war Political Death &

wars 19-related in the UK
in Ukraine news violence
manifesting differently in stories for the disengaged in general, but some
each market surveyed, women particularly avoided
in all markets
due to their differing socio- stories of attacks on women
political environments, but
present in all
There was almost universal recognition that Avoidance of ‘narrow news’ has implications for
these stories were ‘important’ but, again, mainstream news brands, who are felt to operate
that did not always translate into consumption. primarily at the serious end of the spectrum.
The common thread running through As such, it is mainstream news brands and what
disengagement was fatigue, and a sense is perceived to be their type of news that tend
that these long-running stories lacked any to be selectively avoided.
kind of resolution.

4 DIFFERENT STROKES FOR DIFFERENT FOLKS / 4.5 THE THREE TYPES OF YOUNG NEWS CONSUMERS
4.5
THE THREE TYPES We can, however, identify three groups of young
people, each engaging differently with ‘the news’
as narrowly defined. In terms of their motivations
OF YOUNG NEWS for consuming it, how they encounter it, their brand
consideration set and their content preferences.
The three types are:
CONSUMERS
Given the multiplicity of As a hobby/passion;
Hobbyist/dutiful – consume Disengaged – although avoiding
young people we came From a sense of moral/civic duty;
the news for enjoyment or out ‘the news’ as a general rule,
across in this study, it should of a civic duty to know what is young people in this group
To support study/work;

happening and contribute to the feel they need to know the
come as no surprise that we
To feel connected to others –
discourse. They can be activist, unavoidable ‘big’ things going
observed a range of reasons globally, locally, in groups defined though are by no means always on in society, those that have
for consuming news by markers of identity; ‘woke’ or ‘liberal.’ practical impacts on their lives.
(in its broadest definition):
Self-improvement/personal
They are also motivated by
development; Main eventer – young people a type of FOMO, needing to
in this group are attuned to the know at least a little of what is
Practical utility;

practical need to keep up with happening around them so they
For entertainment/distraction.

developments as they impact can be part of conversations,
day-to-day life, rather than out of though these tend to be rarer
Many were motivated in multiple enjoyment or duty. among their social groups.
ways, consuming different kinds
of news and content for a range of
these reasons – yet another layer of
complexity within the kaleidoscope.

4 DIFFERENT STROKES FOR DIFFERENT FOLKS / 4.5 THE THREE TYPES OF YOUNG NEWS CONSUMERS
Hobbyists/dutiful have the most

appetite for a broad range of news
and news-related content
Hobbyist/dutiful Main eventer Disengaged
Hobbyist/dutiful Main Eventer Disengaged
Sporadic, event
Usually active
driven, cherry-picking
Engagement Continuous. Constant,
stories and topics that
avoidance; occasional
with ‘the news’ highly frequent event-driven
have direct personal
engagement
impact
Most likely to seek

out by social search,
Mix active seeking
web search, direct Headlines & reporting Headlines & reporting Headlines & reporting
around big stories Driven by WOM or
consumption via Longer, deeper content Explainers
and a more ambient ambient consumption
websites and apps,
How they relationship, where on social media Opinion & analysis Occasionally opinion & analysis
customised
the news finds them
encounter aggregation
Use search and news
Entertainment
‘the news’ Engaged with news

Use search, social aggregators when
and news aggre- driven to by a big
on social media,
gators at a more event
algorithmic
superficial level
recommendation
and WOM
Active consideration
of a broad set and Less consideration. A small set of go-to We would wager that hobbyists and dutifuls make up most of
many sources, More reliant on mainstream sources
actively looking for aggregation and
mainstream brands’ young audiences. We would also predict that
Brand different voices search OR they are a relatively smaller audience group than the others, with a
consideration across mainstream greater addressable audience beyond them. Reaching beyond the
and alternative – in A small set of go-to Whatever a search
addition to go-to mainstream sources delivers
hobbyists and dutifuls requires news brands not only to broaden
brands topically (and be recognised for doing so), but also executionally
– in terms of format and tone.

4 DIFFERENT STROKES FOR DIFFERENT FOLKS / 4.6 THE WAR IN THE UKRAINE
Mainstream brands, live news and on-the-ground

4.6 reporting became more important – some displayed
totally new behaviours that we had not previously
THE WAR
seen in the study, even turning on the TV!
The access that mainstream media offers really
IN UKRAINE comes into its own – but alternative media sources

are still used to supplement the diet of mainstream
reporting.
The BBC is so fast in how they A lot of the news has simply
An event such as the Russian are updating stories. Here on reported what is happening in
invasion of Ukraine can cause the most important story at the Ukraine but in this video I saw
the typology to break down, moment, which is the Ukraine exactly what was happening
transcending usual relationships and Russia story, here it’s live and how desperate they are to
with ‘the news.’ Stories of this so every time something protect their city.
magnitude become ‘need-to-know’ happens it’s been updated. Female, 24, USA
The most recent update is

for almost everyone, at least at the only six minutes ago. I liked how they had people in
outset. Consumption rises and new Male, 20, UK Ukraine speaking to the public
behaviours start, although they may about the events. I also like how
not turn into habits. This is people in Ukraine, they showed a map of where the
actually, sharing footage of Russians would come in from, it
I found this global news podcast which I what’s happening on the street. gave me a better understanding
haven’t actually listened to before but I’ve just Male, 24, USA – a feel for the situation.
followed it. I’m going to listen to some of the Male, 29, UK
podcasts relating to the situation in Ukraine
at the moment. I feel really awful to say it but I use TikTok videos to keep up
I’ve been quite ignorant to the whole situation. with stuff that is rapidly
I want to use this platform to learn more about changing, specifically the
what’s going on. I’m going to listen to a few of situation in Ukraine.
them. It’s a really good method of learning. Female, 18, USA
Female, 27, UK

There were different

effects by each type I spent the afternoon listening to
CNN. They were live streaming
When you see something like
‘War between Russia and
of young news consumer the EU and US ministers talking
about the sanctions and what
Ukraine,’ at first you think this is
not going to affect you, because
they are doing towards Russia. It it is so far away. There is general
is a subject I have been following. news on the war, for readers that
It impacts the whole world, it will read everything regardless if it is
influence us a lot, even in the local news or not. And there
Hobbyists/dutiful
Hobbyists/dutiful Main
Main eventer
eventer Disengaged
Disengaged financial sphere. are readers like me who read
Female, 24, Brazil things that are going to affect
Following the story, Less aware Last to the story, scrambling their day, more local news.
sometimes for years of the background to get up to speed on the I have not read much about And these pieces, “Understand
– less background – need for explainers basics – where is Ukraine?
explanation needed the war but I saw reports, news how…”, attract us.
stories about how this war can Male, 24, Brazil
Broad brand consideration Go-to-mainstream brands Go-to-mainstream impact our country, rising fuel
set becomes even broader plus some new ones brands
prices etc. This makes us worriedI usually view what some people
Highly frequent, Not as obsessive or ongoing Initial burst followed and makes us want to know post as hot takes or current
borderline obsessive – more sporadic and starting by tailing off more, despite it not being local events that are happening. When
checking of live updates to tail off news. I need to know more about I saw this, I had to share with my
Access (longform) Beyond primers, content Summaries and simple this thing that could affect me. friends because I know some
supporting content, viewed through the prism explainers through the prism Male, 24, Brazil of them are aware of what is
sometimes academic of personal relevance of personal relevance happening among Ukraine and
No signs of fatigue, Likely to keep an eye Clear signs of fatigue Mum had mentioned to me about Russia but may not be as on-the-
ongoing deep on events, especially as it became clear the being careful with leaving pulse as I’ve been lately.
engagement likely for personal relevance story would be ongoing lights on etc in my house as she Male, 21, USA
and depressing
had heard on the TV news that
the prices will be increasing
due to the current war with
Russia and Ukraine.
Female, 22, UK

There were also

clear differences
by market
Relevance perceived Relevance perceived

Relevance felt earliest
later than in the UK post-invasion and
and more greatly
and not by all not by all
Hobbyists and dutifuls first Hobbyists and dutifuls Generally last to the story,
to the story, main eventers early to the story when Russia invaded
following quickly
Rising energy prices, effects Rising energy prices and Seen through the prism
of sanctions on oligarchs’ UK USA’s prominent role in of Bolosonoro’s relationship
interests, refugee crisis international relations with Putin and rising prices
“Everyone is talking Still felt ‘far away’ for Some still questioning
about it” highest, driving the more insular, even among relevance – more of a
engagement amongst the main eventers. personal interest than
disengaged Easily avoided need-to-know story

VIDEO DIDN’T KILL THE
RADIO STAR
5
5 VIDEO DIDN’T KILL THE RADIO STAR
True to the
spirit of what One of the key factors
driving expectations
we have found of content is a young
so far, the person’s platform
formats and preferences. Each
platform has its own
tones young functionalities, codes
people prefer and conventions.
is a story of Content is therefore constrained by them,
user expectations set by them. One person
multiplicity. can enjoy news on TikTok, Instagram, or
Twitter, while another can use the platform
The medium is often the message – young people are heavily but never for news.
well attuned to the roles of different media, platforms,
and services within their overall news diets. Each has More options also allow news to adapt
its own place. The platform itself often conditions what
young people expect. Young people tend to pigeonhole
to different occasions. Some formats are
brands, linking them to platforms and media types, chosen simply because they are best suited
thereby setting expectations that are difficult to break. to a certain context.
There is room for a wide range of executional
treatments – another case of ‘as well as, not instead of.’
I like that they [Sky News] Mainstream brands have permission to
More options are being added to the mix as platforms are using Instagram Stories, operate across platforms and formats.
such as TikTok emerge, adding new conventions for Indeed, this is expected and even desired.
producing content, changing habits and expectations. they’re really using the
Rather than replacing earlier formats, these emergent
options supplement them, further splintering news
features. They’ve got ‘link
consumption. in bio’, they’re making
There is little consistency in what ‘young people’ want use of Reels and
in terms of format – it is usually a matter of personal
taste. Far from the consistent traits often ascribed to
podcasts.”
them, there is a lot of variability, which is unsurprising Female, 21, UK
considering the increasing plethora of
options available.

5 VIDEO DIDN’T KILL THE RADIO STAR
NowThis has recently been Young people do not expect much

of news on TikTok, because they
showing a lot of clips that are
do not perceive the service itself
directly from the [Ukrainian]
The example of TikTok president, just with translations of
to be ‘serious.’ As such, all news on
TikTok is taken with a pinch of salt,
his words. I do wonder if the clips to be verified and checked against
It was striking how much ‘news’ (in the are longer, and if they’re really other sources. TikTok content is to
be used in conjunction with content
broadest sense) came to some of our young curating these down to something from other sources, unless it comes
people via TikTok. This fell into two categories: more dramatic. I know TikTok can from a credible mainstream news
sustain longer videos. However, I brand. The increasing presence
Memes and take-offs of the news, e.g., videos of planes trying to
know right now everyone is craving on TikTok of credible news brands
take off during the big storms in the UK. (and journalists working for them)
more first-hand information directly is increasing its credibility as a
from the source. There’s a lot of platform for news. TikTok has come
On-the-ground ‘citizen journalism,’ clips of actual happenings,

misinformation on TikTok especially, a long way since being perceived
e.g., footage from inside occupied Ukrainian cities. as the home of silly dances.
so these are helpful.
Female, 22, USA
A TV reporter who also TikTok, they’re not really I liked how this TikTok showed just
a clip of actual footage from the
has a TikTok page gives covering the news, just
ground in Ukraine, and something
us regular updates on the making it more attractive
the president put out, with nothing
situation. It feels comforting by going behind the scenes.
added but the translations. I found
and more intimate than Male, 26, UK
it very moving. It’s always helpful
watching on TV news. to see clips of these people just as
Female, 22, UK
I originally saw this story
on The Daily Show’s TikTok actual people, to really understand
I came across this on TikTok and later went to go find the direness of the situation. Even
and I thought it was really more information on it and if it’s not strictly ‘news,’ it puts into
funny. I liked it because found a few articles. context what’s happening and calls
it was light-hearted and The original video talks for people to empathetically
nobody was being brought about Fox News care beyond just the
down for a change! I like to reporting on the statistical facts.
Female, 22, USA
see stories like these. Durham Probe.
Female, 22, UK Male, 23, USA

5 VIDEO DIDN’T KILL THE RADIO STAR / 5.1 FORMATS
5.1 The reading thing is more of a I tend to be a fan of a mix of
FORMATS personal preference of mine.

I prefer to read, because it is
quicker to open a website
videos accompanied by text
and infographics to help me
digest the fact.
There is a role for all formats, Alternative media on emergent
and get to know what I need. Male, 20, UK
Male, 24, Brazil
although it is debatable the platforms such as Twitch and
degree to which any format TikTok are especially good at Personally, I tend to prefer
is totally discrete in the social blending them – perhaps a sign of
The formats I prefer are reading news opposed to
multimedia age, where audio, things to come (or things already
concepts such as ‘live watching/listening to it on
video, photos, graphics, and text here for a more emergent group
reporting’, e.g. through the a daily basis. It is, however,
are seamlessly blended into one of consumers).
form of live news feed such situational. If I’m in public or
content experience.
as on the BBC website just scrolling though social
and live commentary on media I prefer to read about
newspaper websites. news topics but if I’m on my
Male, 24, Brazil
own at home or have a bit
more time, then I do like to
I like news articles that I can
Text remains the fastest and read and feel professional. I
watch/listen to news.
least intrusive way of actively
Male, 26, UK
find reading to feel far more
serious than a video. If I do
taking information on board. listen to audio it is more of
a background sound rather
Despite some narratives, young news consumers Often news consumption can start with text,
are still highly wedded to the written word. It especially summaries, live updates, and comments. than active listening. Text
brings with it a number of benefits and is often
blended with other formats, to be consumed if
It can be quickly skimmed for information and
easily re-read if not understood or concentration
based learning is my favourite.
Male, 23, USA
the reader wants more. It is perfectly suited to the wanes. Long reads require more engagement,
most common news occasions – keeping up with characteristic of personal interest news and
happenings on a need-to-know basis, assimilating hobbyist/dutiful news consumers.
headlines and developments. It is the most
flexible format, able to be consumed in the widest
variety of locations and contexts – without ear/
headphones.

5 VIDEO DIDN’T KILL THE RADIO STAR / 5.1 FORMATS There is such a range of
video formats as to render
speaking about ‘video’ as a
whole almost meaningless.
Engagement with different
types is totally different.
Although by no means
Still imagery is the visual intended as an exhaustive
version of text – fast and list, to illustrate the range
of possibility within ‘video’,
I don’t like videos that clearly
unobtrusive – whether that we came across: don’t NEED to be videos and
just include random pictures
is photos, diagrams, maps, Journalistic
(Animated)
pieces-to-camera;
and random highlighted
explainers;
or data visualisations. User-generated clips;
words (that are already being
Video-based podcasts; said) just as an excuse for
Memes and take-offs; there to be a video.
Longformdocumentaries Female, 22, USA
and TV-style programmes.
The crucial difference is whether a video is shortform

or longform, part of a wider (social) content experience
Vice misses the mark for
Video is such a broad or the experience itself. We have defined shortform as
a minute or under, longform everything longer than
that. Longform (YouTube) video is replacing the long
me nowadays because
of their documentary
category as to be almost read for some, but in terms of volume it seems that
shortform dominates, especially in social environments. format of news. It is too
meaningless as a catch- Shortform video is often embedded in (often social)
environments increasingly built for video. Shortform is
long to hold my attention
and also does not allow
all. It is, however, the most usually part of a wider content experience, one piece
of content in a feed or search, decontextualized, not
for multitasking.
immersive but also most necessarily sitting next to other news content and
in a soup of brands. Native shortform content is not
expected to deliver serious or in-depth news – it is
Female, 23, USA
intrusive format, often best suited to quick updates and basic explainers, or
light-hearted content, especially memes. It is also used
requiring full ocular and for teasers leading to content elsewhere, though it
seems that young people increasingly want to remain
on-platform, thereby increasing the importance of
aural attention. native content.
Longform video is largely the preserve of news

brands’ websites, specialist video sites and TV
channels’ websites – YouTube, broadcaster VOD,
Netflix. Consumption can vary between a highly
immersive experience such as a documentary, or an
ambient radio-like one such as breakfast news. We
witnessed very little linear TV viewing, especially in
the USA and the UK.

Mostly I like podcasts

because I can do things while
listening in. Joe Rogan
podcast, Jordan Peterson
podcast, YouTube videos on
Audio is less intrusive than Fox, Tucker Carlson. They are
entertaining to listen to with
video, allowing for multi- their dialogue and you can
tasking and more passive get other things done while
listening to them.
consumption than text Female, 23, USA
or video, perfect when

Listening to the news is much
ocular attention is needed more effective for me, so
elsewhere. Some video can much so that I think it is really
cool that there are some
be treated as audio, i.e., as sites that present written
‘background’. Audio more news where you can also
turn on the audio and listen.
readily fits in with chores Female, 23, USA
and travel. The BBC’s Global News

Podcast is a good way
to present news as it can
sometimes be hard to sit and
read long articles.
Female, 19, UK

The bulk of audio news

consumption was via podcasts, There is still a role for radio, for
especially in the UK and the USA. example in the car and at work.
The sheer variety of podcasts available is dizzying, as is their News consumption here can be incidental and ambient, e.g.,
topical and tonal range. They are often used to add depth and bulletins on music-based stations, a snippet in the kitchen at
specificity to a topic/issue. One clear signal is that podcasts lunchtime. We also witnessed TV and Twitch streamers being
allow for conversational approaches that are very much used ‘as radio’ – as ambient background.
appreciated in personal interest news. This tone is not
a feature of a more didactic mainstream media.
For hobby news I prefer things like The LuAnna podcast does discuss A lot of young people watch people
YouTube videos or podcasts that I can current affairs. It’s very opinion based. on Twitch now instead of TV. People
listen to while doing other things. I’m It does discuss the facts but it’s can build trust and relationships with
listening to one about new TV as I always their slant on it. I don’t always people that they follow, endorse and
write this. For legitimate news, I like to agree with them, but I like the way give money. That can be problematic
read it, though video aids like the they discuss serious but also light- as those people may not be in a
videos of missiles being launched at hearted stories. It feels like you’re just position to provide quality information.
homes in the current Russia/Ukraine chatting with friends. Male, 27, UK
crisis are welcomed when article Female, 27, UK
relevant.
Male, 18, USA

5 VIDEO DIDN’T KILL THE RADIO STAR / 5.2 TONE
5.2 There is a very serious tone
TONE to the press at the moment

due to the circumstances. I
don’t feel that much else is
being reported which, at a
time like this, isn’t a bad thing
as the public need to be
Tone is judged in terms educated on ever changing
situations in Ukraine.
of ‘appropriateness’ Male, 29, UK
rather than there

Sharing news about the
being any absolute current Russia and Ukraine
preferences. issue on Snapchat is using
the wrong style and format
Appropriateness as Snapchat to me is a more
is situational informal social media
platform and I would not feel
and contextually that the information shared
dependent. The topic here was reliable.
Female, 23, UK
being covered, the

brand covering it and When it comes to like
everything that’s happening
the platform on which with Ukraine and Russia, you
it is covered all have can’t take an informal tone
to that, that’s just wrong.
conditioning effects on Male, 26, UK
expectations of tone.

5 VIDEO DIDN’T KILL THE RADIO STAR / 5.2 TONE
The broadening of who provides The topic being covered,

the news and how it is provided the brand covering it and the
has led to a broadening in the platform on which it is covered
tones used to convey the news. all have conditioning effects
on expectations of tone.
‘The news’ ‘News’
Need to know/serious Personal interest Fun Serious topic
Serious topics,
legacy media and Less serious topics, alternative and digital media and brands Serious tone expected Range of tones allowed
brands
Permission to operate Permission to operate
With less serious implications and less negativity
Often negative, Less cognitive dissonance Can be some cognitive dissonance
with some degree More leeway here for emotion, opinion and interpretation
of harm
The more ‘user-generated’ the content, the lower the Mainstream/legacy platforms and brands Digital/alternative platforms and brands
Serious and expectations of professional, serious respectful tones - even if
respectful tones the subject matter is still considered to be ‘the news’
expected Frivolous tone unexpected! Frivolous tone expected
Indeed, entertaining tones are somewhat expected from Less permission to operate Permission to operate
(Room for satire, alternative brands More cognitive dissonance
especially for Less cognitive dissonance
– can feel try-hard
Hobbyists)
Frivolous topic
There is no clear preference for how ‘the news’ should Mainstream brands are expected to have a straight,
be delivered – some young people prefer the humorous, serious tone and to cover credible topics. Straying too far
casual, conversational; others the straight, serious, from this runs the risk of being ‘dad dancing at the disco’
objective, impartial. – it is fine to leave the suit and tie behind, but mainstream
brands don’t have to wear skinny jeans. Indeed, doing so
can feel ‘try-hard,’ undermining hard-won reputation and
brand equity while not appealing to younger audiences in
the slightest.

IMPLICATIONS FOR
NEWS BRANDS
6
6 IMPLICATIONS FOR NEWS BRANDS
Mainstream news brands can please

all of the (young) people some of the
time, and some of the (young) people
all of the time……
......but mainstream news brands can’t

please all of the young people all of
the time (with their current offer).

Mainstream Furthermore, There is great Engaging

news the dizzying value in what young people
brands face complexity traditional does not
challenges of the mainstream require a
from three kaleidoscope brands have revolution,
directions: makes been doing in more a
Weaker engagement with
narrow news, stronger
predicting digital broadening
engagement with broader news. young For hobbyists, dutifuls, main
eventers and during times of
of the offer
Proliferation of brands from
beyond the mainstream
people’s crisis. Here, traditional news News brands must evolve, but
they must also be careful not
competing for time and attention, consumption brands’ professionalism, their
verification of facts (if believed), to throw the baby out with the
playing different roles.
A suspicious, sceptical approach
preferences high production values, and
access to the highest echelons of
bathwater. Firstly, what they have
done is valued. Secondly, they
to information meaning news
brands are not inherently valued
nigh on power all have an important role must retain the credibility and
brand equity that they have taken
to play for many young people.
for their impartiality. impossible so long to build. News brands do
not need to move away from their
There is simply too much variety, traditional offer (in digital) – this is
multiplicity, and serendipity to a case of as well as, not instead of.
be able to model meaningfully. Growth and retention will be best
One thing we can say as a result, served by supplementing current
however, is that there is no silver offers, not replacing them.
bullet solution to engaging young
people with news.

The challenge is Doing so requires:

to meet those who
Topical broadening – to move Making socially native content,
beyond (and be recognised for not just using social as a driver
moving beyond) ‘narrow’ news; to owned properties;
are less engaged Tonal broadening – to embrace

emotion, warmer, more personal
and discursive, entertaining
In doing so, respecting
each platform’s codes and
conventions. Part of that is
with narrow news tones;

Brand strategy work to ensure
employing social natives who
intuitively understand how
engagement on emergent
on their territory that traditional mainstream

brands can meaningfully move
into these newer tonal and
platforms works and are
creatively adept at driving it.
– topical, tonal,
That extends to those producing
topical areas, receive credit for content and those delivering
doing so yet not undermine it, both behind and in front
their journalistic professionalism,
platforms.
of the keyboard, camera or
credibility, hard-won reputations microphone.
and brand equity;
As part of that brand strategy,
new brands and sub-brands
could be considered – to
differentiate ‘older’ and ‘newer’
approaches to news;

PHOTOGRAPHY CREDITS
PHOTOGRAPHY
ussatlantis AdobeStock P1 jon-tyson unsplash P34
Farknot Architect AdobeStock P5 cardmapr-nl unsplash P35
Raw Pixel AdobeStock P6 little-plant unsplash P36
peopleimages AdobeStock P7 annie-spratt unsplash P37
rodion-kutsaev unsplash P8 bruno-Yhu unsplash P38
parrish-freeman unsplash P9 mikhail-volkov unsplash P39
malcolm-lightbody unsplash P10 tong-su unsplash P40
Raw Pixel AdobeStock P13 mikhail-volkov unsplash P41
Farknot Architect AdobeStock P14 eric-nopanen unsplash P42
peopleimages AdobeStock P15 soundtrap-c unsplash P43
Raw Pixel AdobeStock P16 solen-feyissa unsplash P44
magnus-andersson unsplash P20 annie-spratt unsplash P45
ksenia-yakovleva unsplash P25 vladimir-proskurovskiy unsplash P46
peopleimages AdobeStock P28 alexandre-debieve unsplash P47
nick-shandra unsplash P29 austin-distel unsplash P48
jakob-owens unsplash P30 cash-macanaya unsplash P49
jazmin-quaynor unsplash P31 mikhail-volkov unsplash P50
marjan-blan-marjanblan unsplash P32 austin-chan unsplash P51
rafaela-biazi unsplash P33

If you would like to know more, discuss any of the content in this report or
commission similar or related work, please get in touch with Konrad Collao at Craft.
You can reach him at konrad@werecraft.agency or on LinkedIn

https://www.linkedin.com/in/konrad-collao-612b964/
See more of Craft’s work at www.wearecraft.agency

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THE KALEIDOSCOPE

ACKNOWLEDGEMENTS FOREWORD 3 4 DIFFERENT STROKES 30

YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 2

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 3

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 4

What we aimed to do As a qualitative study, this research does not

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 6

1.2 use to keep up with what is going on in the

APPROACH affairs, entertainment and celebrity news,

Who we heard from

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 7

How we went about it The news at the time

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 8

can be explained by something very major events that affect everyone.

mixture of fabricated and language – “country before

battles and tiresome

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 9

Modelling the Myriad variables interact to

Moment – the conditions in which news is consumed ent

and serv rms

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 11

The The Growing up 1 How they consume news

outcome – exponential with Web 2.0

Ultimately, each young person puts together their

2 Natural in-group diversity, which

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 12

the news and I personally

post comes to me. When

stuff comes in.

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 13

Narrow Mainstream media tends to obsess over a

‘The news’ – is associated with ‘News’ – is distinguished

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 15

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 16

The model has implications for brand perceptions

Brands tend to be associated with one of these types, even if

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 17

I get most of my more

operate in a totally different world brands – it is a gradual erosion of

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 18

Only half of 12-15 year-olds

Ife Grillo, influencer,

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 19

In principle, young people are clear on

Opinion  In practice, these neat boundaries and axiomatic

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We’re not living through a crisis The “alternative facts”

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Nowadays I do not trust almost anything.

I do not think anything is 100% reliable

THE KALEIDOSCOPE YOUNG PEOPLE’S RELATIONSHIP WITH NEWS 22

polarisation of opinions because we only

The Guardian have a liberal, left-wing bent

of things in terms of politics.

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Broadly, scepticism defines three groups of young people

to confirmation biases. mainstream

Being digitally native does not automatically equip young people

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Young people tend to define it loosely The boundary between ‘alternative’

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Each is felt to have its

ACKNOWLEDGEMENTS FOREWORD 3 4 DIFFERENT STROKES 30

Moment – the conditions in which news is consumed ent

2 Natural in-group diversity, which

‘The news’ – is associated with ‘News’ – is distinguished

Opinion In practice, these neat boundaries and axiomatic