Young people & media
One of the media industry in Sweden's biggest concerns is the large gap between younger and older generations' media consumption. To survive in the long run, and from a democratic perspective, the media are grappling with getting younger generations to take part of, and pay for, journalism.
In 2018, Media & Democracy started its first project, Beta Borås, whose purpose was to investigate how the media can reach young people between 25 and 35 with local community journalism. Since then, no less than five research projects have, in different ways, dealt with the media's relationship with the target group.
Here we have collected all published material about the young media consumers. It is comprehensive material that provides valuable insights into the target group:
- who they are
- how they consume media
- what they demand
- what they don't ask for
- what the media can do to reach them
Below you will first find some summary insights that recur in several of the research projects, followed by published reports, podcasts, webinars and news about young people and the media.
What type of journalism do young people prefer
- A good story is a good story - regardless of age, good journalism is appreciated
- Educational content – explain the background
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Moving Image
- Graphics and other things that make it easier to understand
- Constructive journalism
- Clear references
- News that touches emotionally
Insights from Media & Democracy reports: Från gratis till betalinnehåll, Folkbildning och lekfullhet lockar 25-35-åringar, Beta Borås accelererar BT:s digitala resa, I huvudet på sällananvändare, Oro för dold agenda skrapar misstro mot journalistik, Så kan unga lockas av nyheter.
What do young people not want?
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Paywall
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Mixing opinion and fact - can lead to perceived subjectivity
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Too much or too negative information – can lead to information fatigue
Insights from Media & democracy reports: Så kan unga lockas av nyheter, I huvudet på sällananvändare, Oro för dold agenda skapar misstro mot journalistik
How do young people consume news?
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Social media - don't forget the dialogue!
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Payment wall scares – flexible payment solutions are in demand
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Very source-critical – be careful with the source reference
Insights from Media & democracy's reports: Folkbildning och lekfullhet lockar 25-35-åringar, Beta Borås accelererar BT:s digitala resa, I huvudet på sällananvändare, Oro för dold agenda skrapar misstro mot journalistik, Så kan unga lockas av nyheter.
Rapporter om unga mediekonsumenter
Poddar och webbinarier om unga medierkonsumenter
Webinar about young media consumers
"Be where the young are - but don't flame it"
"Journalists rarely meet young people"
Nyheter om unga mediekonsumenter
”Journalists rarely meet young people”
Medier & demokrati är en nationell samverkansplattform för medieinnovation och demokratirelaterad samhällsforskning. Målet är att stärka mediernas innovationskraft, journalistiken, det offentliga samtalet och demokratin. Framträdande områden är experimentella forskningsprojekt, data- och AI-relaterad medieutveckling, medie- och informationskunnighet samt kunskapsspridning och nätverksbyggande.
Vill du samarbeta med oss gällande medieinnovation eller demokratirelaterad samhällsforskning?
Medier & demokrati samarbetar gärna kring fler projekt om unga mediekonsumenter. Kontakta oss gärna om du har en idé, eller vill veta mer om vår verksamhet.
Du hittar Martin och Fridas kontaktuppgifter nedan.
