The Shifting Landscape of News Consumption

The challenge facing news organizations today is twofold. First, a growing number of individuals, especially those under 30, are actively avoiding news due to feelings of stress, negativity, and frustration. This news avoidance is not simply apathy; it’s a conscious decision to disengage from a perceived cycle of negativity. Simultaneously, societal echo chambers are intensifying, with individuals increasingly exposed only to information confirming their existing beliefs.

However, amidst these challenges lies opportunity. New technologies offer the potential to reshape the relationship between news and audiences, moving beyond traditional formats and embracing interactive, personalized experiences. Schibsted’s IN/LAB is dedicated to exploring these “possible news futures,” focusing on understanding the needs and desires of those currently distanced from traditional news sources.

“We want to understand the challenges they face today, the solutions they imagine, and how journalism can better respond to their needs,” explains Belenn Rebecka Bekele, Program Manager at IN/LAB. This understanding is built on a foundation of rigorous research and collaborative co-creation with young people.

IN/LAB’s Methodology: Research, Co-creation, and Experimentation

IN/LAB employs a multifaceted approach, combining mixed research methods – including surveys, interviews, and focus groups – with co-creation programs and experimental initiatives. This allows them to delve into topics ranging from young people’s AI habits to their perceptions of news creators and influencers. The lab doesn’t aim to produce finished products, but rather to generate prototypes, concepts, and actionable recommendations for newsrooms.

One key component is the Futures Forum, a platform for dialogue between journalists, young people, and other stakeholders. These forums explore fundamental questions about the desired future of news and whether journalists and audiences share a common vision. Belenn Rebecka Bekele and Molly Grönlund Müller emphasize the importance of actively listening to and learning from those who are currently disengaged from news.

What Young People Are Asking For: Three Key Insights

After three years of engagement with hundreds of young people, IN/LAB has identified three recurring themes in their expectations of news:

Navigating Information Complexity

Young audiences feel overwhelmed by the sheer volume of information available and struggle to discern fact from fiction. “Staying informed can feel like an exhausting, full-time job,” Bekele observed. “The challenge is not finding information, but making sense of it.”

IN/LAB’s research has led to the development of prototypes designed to address this challenge, including:

• Fact Buoy: An AI-powered assistant that fact-checks claims in real-time, providing users with verification tools and explanations.
• News Clinic: An AI avatar that detects emotional distress while consuming news and offers support or alternative perspectives.

Demanding Agency and Interaction

Young people desire greater control over their news experience and want to move beyond passive consumption. Molly Grönlund Müller notes, “It’s about news currently feeling too fixed, with very little space for interaction.”

Prototypes exploring this demand include:

• News as Music: Transforming articles into musical formats, appealing to a generation accustomed to audio and visual content. (Learn more about News as Music)
• Flow: A platform allowing users to customize news formats, view diverse perspectives, and provide feedback that directly influences reporting.

Expecting Social Responsibility

Young people hold journalism to a high standard of social responsibility, expecting it to address societal divides and minimize harm. They are particularly concerned about the ethical implications of AI and want news organizations to demonstrate responsible innovation.

A recent survey revealed that young people want journalism to prioritize minimizing environmental impact, avoiding stereotypes, and fostering understanding between different groups. They see news media as a potential counterbalance to the “reckless bets” being made by tech companies and governments in the realm of artificial intelligence.

What role should journalism play in bridging societal divides? And how can news organizations balance innovation with ethical considerations?

Frequently Asked Questions About IN/LAB and the Future of News

• What is the primary goal of IN/LAB’s research? IN/LAB aims to understand how to better engage young audiences with news by identifying their challenges, needs, and desired solutions.
• How does IN/LAB define “possible news futures”? It involves exploring innovative approaches to news consumption beyond what is currently probable, focusing on what could be preferable for both audiences and news organizations.
• What is the significance of the Futures Forum? The Futures Forum provides a platform for collaborative dialogue between journalists, young people, and stakeholders to envision the future of news.
• What role does AI play in IN/LAB’s prototypes? AI is being explored as a tool to enhance fact-checking, personalize news experiences, and provide emotional support to readers.
• What are young people’s expectations regarding the social responsibility of journalism? Young people expect journalism to minimize environmental impact, avoid bias, and actively work to bridge societal divides.