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Amidst a global rise in news avoidance, an increasing number of journalists and researchers map its implications and underlying causes. As a response, a number of strategies are being proposed to re-engage with audiences and reaffirm the value of professional journalism.

The global increase in news avoidance is causing concern among journalists and media researchers alike. To understand the phenomenon, it is important to distinguish between selective and consistent news avoidance, as each has its own reasons and consequences. Selective avoidance, often attributed to news fatigue and information overload, involves steering clear of specific topics or sources rather than entirely shunning the news. Consistent news avoidance is more concerning, indicating minimal engagement with news in general.

According to the 2023 Digital News Report by Reuters Institute, financed by Google, the proportion of those who avoid news, either consistently or occasionally, is close to all-time highs of 36% across various markets. Selective news avoiders follow various strategies, including avoiding news on certain channels such as the radio or social media, as well as more specific actions like reducing news checking frequency or avoiding certain topics like the conflict in Ukraine or national politics.

Benjamin Toff, assistant professor at the Hubbard School of Journalism & Mass Communication at the University of Minnesota, points out that there is less data on consistent news avoidance, which is a particularly concerning trend in countries like the UK and US where it has risen to 7%. “In anti-democratic countries there is also a correlation between lower press freedom and higher news avoidance, because news is perceived as less reliable and less trustworthy,” Toff said, adding that data about the phenomenon in highly autocratic countries are scarce.

There are various reasons behind the increase of news avoidance. Toff explained that selective news avoidance is a response to information overload and the complexities of today’s media landscape, reflecting a general disengagement from news. This phenomenon is closely intertwined with digital infrastructure and with people’s identities and ideological beliefs, shaping their perception of the world.

In a survey conducted in the Netherlands, researchers identified seven distinct profiles of news avoiders, each with its own set of characteristics and motivations. These profiles range from those who occasionally avoid news due to concerns about its quality or its negative impact on their emotions to those who prefer alternative media sources. Among these profiles are also those who feel indifferent towards news, or find it challenging to engage with. Additionally, there are those who hold negative sentiments toward news, often driven by political ideologies.

News avoidance is more prevalent among younger generations, Toff said, as well as among women and those with lower levels of education and socioeconomic status. There is no specific data linking the growing popularity of TikTok to the increasing tendency of younger audiences to access news through the platform, a trend that suggests a weakening connection to traditional news brands. Yet, there is a perception among these audiences that traditional news habits are outdated and a belief that news will naturally come to them.

News avoidance can have serious societal consequences. Toff noted a strong correlation between political engagement and news consumption. “Political coverage often requires a significant level of background knowledge, it is like tuning in to Episode 3 in Season 4 of Game of Thrones, without knowing what happened in the show before,” he said. Since news avoidance is particularly prevalent among disadvantaged groups in the society, it poses a risk of widening existing inequalities by further skewing mainstream journalism towards privileged audiences.

As publishers have recognised the urgency of the issue, many started to devise strategies to address it. Researchers have also proposed several research-backed steps that journalists and editors can take to effectively counteract news avoidance.

One crucial aspect involves responding to how news makes people feel emotionally, Toff said. News organisations should acknowledge common complaints about news being depressing, irrelevant, or overwhelming. By presenting uplifting, relevant, and accessible content that resonates with people’s lives, they may attract audiences who previously avoided news products. Additionally, efforts to engage news avoiders should prioritise representing and respecting diverse groups, fostering a sense of inclusion and relevance.

To make news more accessible for consistent avoiders, simplifying news content and formats is essential. Offering summary pieces, providing background and context for stories, and personalising news delivery based on individual interests and levels of background knowledge can help engage audiences who may feel overwhelmed by traditional news formats.

Furthermore, educating the public about the value of journalism and promoting innovative news formats are also important steps in countering news avoidance. Actively listening to audience feedback is a key component of successful engagement strategies.

Ultimately, countering news avoidance requires an all-purpose approach involving news organisations, especially public service media, non-profits, and even civic organisations and universities that can offer media literacy training, according to Toff. By making news content more visible and relevant to everyday life, reaching audiences on their preferred platforms and in preferred formats, and emphasising the social benefits of news consumption, publishers can attempt to re-engage audiences and reaffirm the importance of professional journalism.