UseTheNews: How to regain the trust of Generation Z?
Posted: Sun Jan 26, 2025 9:32 am
It is not new to learn that Gen Z is abandoning traditional media in favor of social networks and other digital media. The younger generation claims to not find itself in the so-called traditional offering. In an attempt to understand this new generation and to arouse its interest in journalism and information, the Deutsche Presse-Agentur (dpa) launched a major project called #UseTheNews in 2020. In collaboration with the Hamburg Senate, media professionals, schools and educational institutions, this project was based on a question: " How can we (re)gain trust and build healthier democracies? "
There are many avenues to explore to win back gambling data netherland young people, which include the way of expressing oneself , the choice of themes , new formats and channels or even the interactive involvement of audiences , summarizes the document, shared in the form of a white paper . Aimed at journalists and publishers, #UseTheNews provides elements for understanding the new media uses of this coveted generation. Thanks to a study conducted among 1,500 people by the Leibniz Institute for Media Research, the document provides basic knowledge on changes in attitudes and on the uses of young audiences. Since the end of 2020, the establishment of an information initiation laboratory, made up of around thirty media professionals, has made it possible to explore innovative projects and good practices, thus shedding light on the lessons of the study.
Gen Z is not a uniform target audience
Generation Z should not be viewed as a single target audience, as information habits, needs and interests differ within this same group . The study reveals that while the way adolescents and young adults get information can vary according to age and education level, it can also differ between two people from the same social background.
More specifically, the study identifies four groups . Some will get their information almost exclusively from journalistic sources , considering that this forms their opinion – mainly the older and more educated. While others will turn to “private actors”, such as celebrities and influencers . Some people will combine these two sources – and will be considered “well informed”. Finally, there is also a group of people who have no interest in current events and do not use any source of information.
There are many avenues to explore to win back gambling data netherland young people, which include the way of expressing oneself , the choice of themes , new formats and channels or even the interactive involvement of audiences , summarizes the document, shared in the form of a white paper . Aimed at journalists and publishers, #UseTheNews provides elements for understanding the new media uses of this coveted generation. Thanks to a study conducted among 1,500 people by the Leibniz Institute for Media Research, the document provides basic knowledge on changes in attitudes and on the uses of young audiences. Since the end of 2020, the establishment of an information initiation laboratory, made up of around thirty media professionals, has made it possible to explore innovative projects and good practices, thus shedding light on the lessons of the study.
Gen Z is not a uniform target audience
Generation Z should not be viewed as a single target audience, as information habits, needs and interests differ within this same group . The study reveals that while the way adolescents and young adults get information can vary according to age and education level, it can also differ between two people from the same social background.
More specifically, the study identifies four groups . Some will get their information almost exclusively from journalistic sources , considering that this forms their opinion – mainly the older and more educated. While others will turn to “private actors”, such as celebrities and influencers . Some people will combine these two sources – and will be considered “well informed”. Finally, there is also a group of people who have no interest in current events and do not use any source of information.