10 important topics of the media in the future

Author: Jagbu Granger (reporter from British News Network); compiler Zhang Jianzhong (Professor of Journalism and Communication College of Shaanxi Normal University)

Source: "Youth Reporter", No. 13, 2022

The Digital News Report released by the Reuters Research Institute of Oxford University has a wide influence in the industry and academic circles every year. The "Digital News Report" released in 2022 surveyed a total of 46 countries and regions around the world, and conducted a more comprehensive perspective of the development trend of the digital media market. The British News Network interviewed Nick Newman, a senior researcher at the Institute of News and the main author of the Digital News Report, and asked him to analyze the 10 important topics of the report. From this we can see that the digital media industry is currently Overall development trends and future pictures.

News avoidance increase

In the UK, nearly half (46%) interviewees said they often or sometimes proactively avoided news reports that this survey data was almost twice as much as 2017 (24%). This data may be understandable due to news reports due to the rise in war, the rise in life costs and the rising life of the new crown pneumonia.

A follow -up survey in April 2022 shows that the phenomenon of news avoidance is particularly prominent, such as Poland and Germany, such as Poland and Germany, such as Poland and Germany. Newman pointed out that serious and complex topics and media reports often cannot make readers feel knowledgeable, or make them feel powerful, and even have a negative impact on their emotions.

In the face of huge and complex global problems, people often have a sense of weakness, and therefore close various news channels, and then turn on the mobile phone, because there are always more interesting things to do on the mobile phone. As Newman said: "Reporters usually write news reports for those who are interested in news, so what we need is less internal discussions in the circle."

At present, when the news media organization, when production content, it should pay more attention to the explanation of the report, provide scenario -based information related to the content of the report, and provide readers with the background information that is easier to understand the content of the report. These factors should be the news media organization The aspects of attention and consideration when content is produced.

The efforts of media trust recovery

In 2015, Britain was one of the world's highest -tzu countries (about 51%of readers trust news organizations), but the British "Brexit" referendum combat readers' trust in the news organization. The media was accused of being a channel for conveying bad news, which reflects widespread differences in society, politics and culture. During the new crown pneumonia, readers began to find more credible news reports. But after a small rebound last year, the trust of the British media dropped to 34%. The BBC News Channel has been severely hit, and trust has dropped from 75%to 55%in the past 5 years. The Sun followed, and the trust was only 12%.

In order to win the reader's trust in the news organization, the news organization has adopted various strategies. One of the key strategies to solve this problem is to try to get closer and understand the readers' various interactive strategies.

Crisis of subscription and living cost

The Russian -Ukraine conflict has promoted the significant growth of the news media subscription. The Daily Telegraph has more than 500,000 digital subscribers. The Times and the Sunday Times followed closely, and their subscribers were about 400,000. At present, digital subscribers in the Guardian and Financial Times have exceeded the 1 million mark.

However, only 9%of British readers pay for online news. This data is higher than 8%last year, but it is significantly less than 17%of the global average. Compared with it, the online news payment rate of American readers is about 19%. , Much higher than Britain. With the rising cost of life, readers may gradually save expenses, and 9%of subscribers said that they will continue to reduce media subscriptions this year.

The news organization will have to work harder to let readers continue to subscribe after free trial and prove their value to paid readers. Newman pointed out: "The key is to retain readers. When the economic situation improves, we strive to achieve growth. I don't think we think that we have overestimated the impact of the rising cost of life, which will become an important issue facing media organizations in the next few years."

The social media platform has launched fierce competition to win generations

Compared with the previous generations, the audience of the Z generation was skeptical of the news they saw. Newman pointed out: "The young people of generations are different, and their definition of news is also different from previous readers. They are not interested in traditional themes such as politics. They are more affected by social media platforms; who is telling stories in stories. , Just as the story itself is as important as the dialogue. "

In the UK, more than one-third (39%) agents aged 18-24 said that the social media platform is their main source of news. They are unlikely to visit the news website or download the news organization app Essence As far as some social media platforms are concerned, Facebook is losing a halo, and Tiktok has increased among ordinary users and news users. At present, 40%of young people under the age of 25 are using TIKTOK, 15%of which are young users to obtain news through Tiktok. The BBC News Channel's attitude towards TIKTOK has a 180 -degree turn, and began to actively use the Tiktok platform to report news.

The rise of substack

In recent years, news emails have become very popular as a new information dissemination channel. News email subscription service platform Substack has begun to rise, and Revue and Bulletin are constantly expanding their market share. However, so far, this seems to be a phenomenon unique to the American news market, because American readers subscribe to the proportion of personal subscriptions of journalists to publish the content through emails, about 7%, while Australia and Germany have only 1%. This also means that SUBSTACK will get a certain degree of resistance to the same degree in other parts of the world. The data provided by the report shows that readers subscribe to electronic news emails (18%) from the American journalist, which is almost five times that of personal emails (4%) of British journalists, and more than twice the personal emails of German journalists (8%).

Increased competition in the podcast market

After the epidemic was relieved, the use of podcasts gradually returned to growth. During the epidemic, the use rate of podcasts was reduced due to lack of commuting. In the UK, 25%of respondents said that they would listen to podcasts every month, and this data increased by 3 percentage points over the previous year.

Spotify has replaced BBC Sounds to become the most used podcast platform in the UK, and its podcast users account for about 30%of the British market. Youtube has also begun to enter the podcast market, and its future development is worthy of attention. These broadcasters have gradually launched their own layered subscription content. Therefore, the news organization needs to consider their advantages in terms of income, audience acquisition, and data.

Get news through text media

In 2022, the video as a medium choice, still lagging behind the text medium. In the UK, 71%of the audience likes reading news, and only 6%of people like to watch videos. This result is roughly the same in the investigation market. There are also audiences in some countries who like to watch videos, such as the Philippines (26%), Mexico (24%), and Peru (24%). The text medium is still the first choice of all ages, not just the patent of an older audience.

The growth of YouTube and TIKTOK also means that the center of gravity of the video business has changed. Therefore, how to take care of the two and choose the correct communication channel for the correct content is an important issue facing most media organizations.

The suggestions given by Newman are, "Don't give up the text medium, text is the bottom line of the news organization. However, the text is also limited. The reason for people to see the video is the ability to connect and see things, and the emotions exposed through the video. We may not necessarily not necessarily. Only provide text content without providing video content. This also means how the news organization provides related and appropriate news to different audiences within a limited scope of resources. "

Audience data protection

Since 2023, Google will gradually eliminate third -party cookies. Therefore, if the news organization wants to have a future business model, from now on, they need to collect and store data. The key to the problem is that the audience is skeptical of the collection of data from most media organizations. In the UK, only 16%of users said they had registered news websites (provided their email address), which was far lower than the global average (28%). The willingness of sharing data is rooted in trust. Therefore, in the process of data collection, the transparency of data use becomes essential.

Misling information is still a headache

The new coronary pneumonia's epidemic makes people worry about the authenticity of information in the Internet. In fact, this problem has almost no change. Those who claim to use social media platforms as the source of news (61%) are better than those who do not use socially do not use social. The media (48%) is even more worrying. In Europe, the most common topic of misleading information is the epidemic of new crown pneumonia, followed by news reports such as politics, celebrities, climate changes, and immigration. False information is not only spread on platforms such as Facebook or TIKTOK, but also for some smaller platforms, it is also an increasingly serious problem, such as Telegram.

Synthetic differences with obvious roles of reporters

Recently, the news organization's guidelines on how reporters use social media platforms sometimes become headline news. One example is that BBC warns employees not to abduct moral abduction (the original text is Virtue Signalling, which means that on social media, it shows that he stands in some kinds of remarks to stand on morality. The party).

The report shows that the behavior of journalists on the Internet has obvious intergenerational differences. The younger news users, the more they tend to think that journalists can express themselves freely on social media channels. The older the news users, the more they tend to "adhere to the facts". As the report states: "This is another manifestation of news ethical specifications being challenged by social media and digital media."

(The original text of this article is "Digital News Report 2022: 10 Key Themes for the Future of Media", translated from: https://www.journalism.co.uk/news/news- report-2022-10 -stand-out-StAtistics-The-FUTURE-MEDIA/S2/A938245/.) This article quotes format reference:

Zhang Jianzhong. 10 important topics in the media in the future [J]. Young reporter, 2022 (13): 93-94.

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