By Sheila Mckenzie-
The British public’s readership of traditional print press has witnessed a significant decline in recent years due to youth apathy.
Research conducted by The Eye Of Media.Com over a three week period revealed that many members of the public have no contact with the news, and get their information from social media and online platforms.
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Research also found that over 50% of a sampled 1500 people were unaware the Covid -19 inquiry had began.
42 % also were unaware of the furore sparked by the Jeremy Clarkson column amount Meghan Markle, and 46% of those surveyed were not aware that Joe Biden recently visited the UK to meet with Rishi Sunak.
The disconnection between many members on the British public and the media, suggests a total cut off from the media.
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The findings came during survey of Londoners by select group of The Eye Of Media.Com, asking questions from members of the public.
Working people were more likely to be abreast with developments on the news thanks to the free distribution of the Metro and The Evening Standard, many passengers of the tube revealed since they read news to and from work.
68% of those in employend were up to date with general news, but 32% of those surveyed would rather read a book on their way to and from work, or engage in their professional endeavours on their way to work.
However, self employed and unemployed people featured most among the bracket of those oblivious of developments in the news.
This trend has raised concerns about the media’s role in society and its ability to engage and retain the trust of the public.
The decline in newspaper readership can be attributed, in part, to the changing media landscape. The rise of digital platforms and the advent of the internet have revolutionized the way people consume news.
Online news outlets, social media platforms, and personalized news aggregators provide immediate access to a wide range of information, often for free.
The convenience, accessibility, and interactive nature of these digital platforms have inevitably impacted the readership of traditional print press.
The total combined circulation of national newspapers in the UK declined from 11.5 million in 2010 to 6.6 million in 2020, according to data from the Audit Bureau of Circulations (ABC).
The decline in print circulation has been observed across various newspapers, including both tabloid and broadsheet publications.
According to the Reuters Institute Digital News Report 2020, 75% of UK respondents accessed news online.
The same report highlighted that 71% of UK respondents used smartphones for news consumption, indicating the increasing significance of mobile platforms.
The Edelman Trust Barometer 2021 reported that trust in traditional media in the UK dropped to 35% in 2021.
Trust in social media as a source of news was even lower, with only 26% of UK respondents expressing trust in social media platforms.
Audience Fragmentation
The rise of digital platforms and social media has led to the fragmentation of the news audience in the UK.
The Ofcom News Consumption in the UK report (2020) indicated that 50% of UK adults used social media as a source of news, while 45% accessed news websites or apps.
Generational Differences:
There are notable generational differences in news consumption habits. The Reuters Institute report highlighted that younger age groups, such as 18-24-year-olds, tend to rely more on digital platforms, with 89% of them accessing news online.
Decline in Newspaper Revenue
The decline in readership has had a significant impact on newspaper revenue.
The News Media Association reported a 70% drop in advertising revenue for UK regional news publishers between 2007 and 2017
Another significant factor contributing to the decline in public reading of the press is the fragmentation of news sources.
With the proliferation of online platforms, individuals can now choose from an array of sources that align with their preferences and ideologies.
This phenomenon has led to the formation of “filter bubbles” and echo chambers, where individuals are exposed only to content that reinforces their existing beliefs. Consequently, people may be less inclined to read traditional newspapers that present a broader range of perspectives.
A crucial element affecting public reading habits is the erosion of trust in the media. Several factors have contributed to this decline in trust
”The proliferation of fake news and misinformation has led to a loss of faith in the accuracy and reliability of media outlets. Instances of deliberate misinformation, biased reporting, and sensationalism have undermined the credibility of traditional news sources, Kingsley Smith told this publication.
Society has become increasingly politically polarized, with deep divisions in public discourse.
Media outlets are often associated with specific political leanings, leading to accusations of bias and agenda-driven reporting. This perception has further eroded trust, as people seek out news sources that align with their pre-existing beliefs.
The media’s failure to address issues of transparency and accountability has fueled public scepticism.
Instances of unethical practices, conflicts of interest, and the blurring of lines between journalism and entertainment have damaged the industry’s reputation.
Commercial Pressures
Critics argue that commercial pressures and the pursuit of profit have led to a focus on sensationalism and clickbait journalism. This emphasis on attracting readership and advertising revenue at the expense of factual reporting has also been said to have contributed to a sense of disillusionment among the public.
Shane Phillips, a 34 year old media studies secondary school teacher, said: ” the public’s growing disillusionment have further eroded trust and perpetuated the notion of a biased and untrustworthy media. Rebuilding trust and reengaging the public in traditional press require a multifaceted approach.
”Media organizations are expected to strive for transparency, accuracy, and accountability, addressing concerns regarding bias and sensationalism.
”Promoting media literacy and critical thinking skills among the public can help individuals navigate the vast information landscape and identify credible sources.
”Fostering a diverse and inclusive media ecosystem that represents a broad spectrum of perspectives can help counter the fragmentation of news sources.
”Ultimately, the media’s ability to regain public trust will rely on its commitment to journalistic integrity, responsible reporting, and its willingness to adapt to the evolving needs and expectations of the public. Only through these efforts can the media hope to rebuild its role as a trusted source of information and reengage the British public in reading the press.
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