Orig. title: Junge News-Avoider/innen als Zielgruppe
Engl. transl.: Young news-avoiders as a target group
Study details
| Year: | 2019 |
| Scope: | National |
| Countries: | Austria |
| Methodology: | Empirical research – Mixed methods |
| Methods of data collection: | Interview; Focus group; Textual / documentary / content analysis; Secondary analysis |
| Researched Groups: | Children |
| Children Ages: | Adolescents (14-18 Years old); Young adults (19-24 Years old); Other |
| Other Childrens Age Group: | Young adults (25-29 Years old) |
| Funder: | ORF Public Value |
| Funder Types: | Other |
| Other Funder Type: | public broadcaster |
| Consents: | Consent obtained from parents; Consent obtained from children |
| Informed Consent: | Consent obtained |
| Ethics: | Ethical issues flagged in the paper |
| URL: | https://zukunft.orf.at/show_content.php?sid=147&pvi_id=2301&pvi_medientyp=t&oti_tag=studie |
| Data Set Availability: | Not mentioned |
Goals
"Young target groups are a demanding audience segment, this is an open secret among media makers. They show high entertainment orientation, low media brand loyalty, have tight time budgets, prefer to use online offers, have short attention spans, are fixated on image communication, have high demands on visual realisation, and, when it comes to up-to-date information, they expect recent content of a high journalistic level, offering compactly structured information a quick overview. Only a small group is actively interested in political information, a growing group of young people is politically weary and, as studies show, is increasingly distancing themselves from daily news. Public service media face the challenge of guaranteeing a basic supply of daily news for this difficult and at the same time demanding target group. The key question is: What must daily news look like or be offered so that young people, who have a distanced attitude towards politics and political journalism, engage with the offer?" (Großegger, 2020, 67; translated by the coder)