IN/LAB has conducted a study exploring how different generations perceive and interact with diverse perspectives in the news. Below, we share a summary of the study, its key insights, and recommendations for news organisations.
Explore the report in full here!
Understanding how people perceive and trust news media is becoming increasingly important for news organisations in order to navigate an ever more complex information landscape. This report – News Perspectives – examines how people ages 18-25 and 50-65 define, value, and access diverse perspectives, and what they expect from the news media in presenting them. The report provides insights and actionable recommendations for news organisations on how to adapt to an evolving information landscape and build credibility and trust with current and future audiences.
The research was mainly conducted in Sweden through in-depth interviews, guerrilla research and desktop trend research. The international news organisations Yle and The Daily Maverick provided additional perspectives from Finland and South Africa through workshops structured as focus group discussions.
Key Insights
Below is a summary of the key insights from the report, highlighting the most important findings. Please see the full report for a deeper dive and additional insights!
Different Definitions of What Diverse Perspectives Are - Younger people view diverse perspectives as a mosaic of multiple viewpoints shaped by personal experiences. Older people often frame them in binary terms, such as opposing political ideologies.
Contrasting Generational Views on the Value of Diverse Perspectives - While both generations see diverse perspectives as vital for understanding the world, younger people consider them essential for uncovering nuanced truths, while older people worry that too many perspectives may blur factual clarity.
Diverse Perspectives a Tool for Personal Growth and Equality According to Younger People - Younger people emphasise the role of diverse perspectives in fostering empathy, personal growth, and societal fairness. They describe openness to differing views as a personal and societal health factor.
Younger People Take a Relatively Broader and More Active Approach to Seeking Diverse Perspectives - Younger people actively seek diverse perspectives through a mix of traditional and social media, personal interactions, and a broader range of sources compared to older people. Older people prefer to stick to a few trusted news outlets.
Younger People See Diverse Perspectives as Proof That Newsrooms Address Their Own Biases - Younger people value transparency in editorial processes and see the inclusion of diverse perspectives as proof that news outlets are addressing their organisational or personal biases.
Younger People Want to See a New Role for Journalism in Bridging Social Divides - Younger people see journalists not just as conveyors of facts but as facilitators of dialogue, fostering understanding between different perspectives and reducing societal polarisation.
Recommendations for News Organisations
These summarised recommendations aim to help news organisations address generational differences in views on diverse perspectives and the news media's role in society. They provide ideas on how to engage younger groups while retaining the trust of older ones, balancing current roles with future expectations, and fostering trust and relevance across generations.
Present Multi-Layered Stories - Consider producing news stories that explore multiple facets, including diverse angles, backgrounds, and lived experiences. This approach can make complex issues more accessible and resonate with younger people’s preference for many different perspectives.
Prioritise Relevant Perspectives Through Local Connections - Try to collaborate with local communities, organisations, and experts to identify and weigh perspectives that add the most value and relevance to news stories. Contextual and local knowledge can play an important role in determining which perspectives to include.
Promote Stories as a Form of Personal Growth - Highlighting stories that challenge worldviews and amplify underrepresented voices can foster empathy and personal growth, especially for younger people. Promote this as an opportunity for them to build empathy and expand understanding.
Help People Navigate the Information Landscape - Position news organisations as part of a collective of credible sources to counter misinformation effectively, supporting people in navigating the complex information landscape. Collaborating with influencers or public figures can help reach younger people with trustworthy information, but there are risks to credibility or perceptions of bias.
Enhance Transparency and Bias Awareness - Clearly communicating editorial decisions, such as which perspectives were included or omitted and why, may help build trust. Feedback channels can be created to demonstrate accountability and encourage shared responsibility for news quality.
The Million Dollar Question - Younger people see a role for the newsmedia in acting as a platform that brings together diverse perspectives, fostering understanding and reducing societal divides. However, this approach is not without risks, as it could lead to perceptions of bias and reduced trust among some audiences. Reflecting on the current role of the newsmedia and discussing the potential challenges and opportunities of taking on such a role could be a good starting point.
Do you have questions about this work? Please contact Molly Grönlund Müller at molly.gronlund.muller@schibsted.com!