The Future of News: How Schibsted’s IN/LAB is Listening to a Disconnecting Generation
The news industry is at a crossroads. Traditional models are struggling to retain audiences, particularly younger demographics, who are increasingly disengaged and overwhelmed by the modern information landscape. But innovation is stirring. Schibsted’s IN/LAB, a forward-thinking research and co-creation hub, is actively exploring what “possible news futures” look like – and the insights are challenging conventional wisdom.
Why Are Young People Tuning Out?
It’s not simply a lack of interest. IN/LAB’s research, spanning over three years and involving hundreds of young people, reveals a more nuanced picture. A core issue is information fatigue. Young adults aren’t avoiding news because they don’t care; they’re avoiding it because it feels exhausting, negative, and often irrelevant to their daily lives. A recent Reuters Institute Digital News Report found that 39% of under-35s actively avoid the news, citing negative impacts on their mood.
Beyond fatigue, societal fragmentation plays a significant role. Algorithms curate personalized information bubbles, leading to divergent realities. This makes finding common ground and engaging in constructive dialogue increasingly difficult. As Belenn Rebecka Bekele, Program Manager at IN/LAB, explains, “The challenge isn’t finding information, but making sense of it.”
The Promise of Technology: Beyond Disruption
While technology contributes to these challenges, it also offers potential solutions. IN/LAB isn’t viewing new technologies as solely disruptive forces; they’re exploring how AI, interactive formats, and innovative platforms can rebuild trust and engagement. This isn’t about replacing journalists, but augmenting their capabilities and creating new ways to connect with audiences.
Did you know? The rise of TikTok as a news source, while often criticized, demonstrates a clear demand for short-form, visually engaging content. News organizations are increasingly experimenting with platforms like TikTok and Instagram Reels to reach younger audiences.
Three Key Insights from IN/LAB’s Research
1. The Need for Navigational Support
Young people crave tools to help them navigate the complex information ecosystem. They want assistance in verifying information, understanding different perspectives, and filtering out noise. IN/LAB’s prototypes, like “Fact Buoy” – an AI assistant that fact-checks claims in real-time – address this need directly. This aligns with broader trends in trust in media, which shows a growing demand for transparency and accountability.
2. Demanding Agency and Interaction
Passive consumption is out. Young audiences want to be active participants in the news experience. They want control over formats, the ability to request different viewpoints, and opportunities to contribute to the story. Projects like “News as Music,” which transforms articles into musical formats, and “Flow,” a platform allowing users to customize their news feed and provide feedback, exemplify this desire for agency. This echoes the success of interactive journalism projects like the ProPublica’s Data Store, which allows users to explore and analyze data themselves.
Pro Tip: Consider incorporating interactive elements like quizzes, polls, and comment sections into your online news content to encourage audience participation.
3. Expectations of Social Responsibility
Young people hold journalism to a high ethical standard. They expect news organizations to act responsibly, minimize their environmental impact, avoid perpetuating stereotypes, and actively work to bridge societal divides. IN/LAB’s research revealed a strong desire for journalism to be a unifying force, particularly in a polarized world. This aligns with growing consumer expectations for brands to demonstrate social responsibility, as highlighted in Edelman’s Trust Barometer.
What Does This Mean for News Organizations?
IN/LAB’s findings pose critical questions for news organizations:
- How can we empower users to assess the reliability of information beyond our own platforms?
- To what extent should we relinquish control and allow audiences to shape their news experiences?
- What role should journalism play in fostering understanding and bridging divides in society?
These aren’t easy questions, but ignoring them risks further alienating a generation that desperately needs reliable, engaging, and socially responsible news.
Looking Ahead: IN/LAB’s Ongoing Projects
IN/LAB is continuing to push boundaries with two exciting new projects:
- News Creators Project: Investigating the influence of news creators on social media and exploring collaborative storytelling opportunities.
- Parlia Experiment: Testing a dialogue platform designed to foster empathy and understanding across differing perspectives.
FAQ: Addressing Common Questions
Q: Is this about replacing journalists with AI?
A: Absolutely not. It’s about augmenting journalists’ capabilities and creating new ways to connect with audiences.
Q: Are young people simply not interested in news?
A: No. They’re interested in information that is relevant, engaging, and presented in a way that doesn’t feel overwhelming or negative.
Q: How can news organizations build trust with younger audiences?
A: Transparency, accountability, and a commitment to social responsibility are crucial.
Q: What is the biggest takeaway from IN/LAB’s research?
A: The future of news depends on listening to and collaborating with the audiences of tomorrow.
What are your thoughts on the future of news? Share your perspective in the comments below!
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