Redefining Engagement – Kiki de Bruin, Journalism Researcher (PhD) at HU University of applied sciences Utrecht and ASCoR UvA

🚀 News Avoidance: Will this open your eyes or will it resonate with you? 

Are you scratching your head wondering why some readers disengage, or why “news avoidance” is such a buzzword? This week, Francesca sat down with leading researcher Kiki de Bruin, who has spent 5 YEARS studying 4,400 self-identified news avoiders.

Kiki reveals that “news avoidance” is a deeply misunderstood term. To start with, in this digital age, people have different understandings of WHAT NEWS EVEN IS. News avoidance isn’t about people ignoring all information. In fact:

Diverse Needs, Diverse Engagement: Many “avoiders” still value public information and have different needs – from scanning headlines to stay socially connected, to deep dives for understanding complex issues, or even simply feeling heard and represented in their communities. The definition of “news” and “engagement” from a person’s perspective often differs vastly from a newsroom’s.

The “Value” Equation: For many, news isn’t just about “new information.” It’s about what is useful and personally relevant. As Kiki puts it, “What is the function of the news you make in a person’s life and what is the value of the news you make in their lives?” This means news needs to have a positive benefit that outweighs the emotional or time cost.

Two Critical Challenges for Newsrooms: In an age of information overload, Kiki highlights why publishers are struggling:

1. Re-establishing Relevance: With so much content out there, what is YOUR unique selling point? Why should audiences choose YOUR news over countless other sources?
2. Bridging the Disconnection: Many people avoid news because they don’t feel it’s “for them.” It’s either too complex, irrelevant to their daily struggles, or doesn’t reflect their lived experiences and communities.

This conversation is an absolute must-listen for every Editor-in-Chief, journalist, and media professional grappling with audience engagement (or more simply put everyone in the news industry). Kiki’s research provides perspective on how to reconnect with communities and redefine what “news” truly means in people’s lives.

We know your time is valuable – simply browse the episode chapters below and choose the segments you’re most eager to hear.

00:00 Introduction to News Avoidance

03:18 Understanding Audience Engagement

05:49 The Evolving Definition of News

08:15 Challenges in News Engagement

10:52 The Value of News in Modern Society

13:16 Reestablishing Relevance in Journalism

14:00 Effective Strategies for Engagement

24:33 The Fragmentation of News and Society

26:14 Engaging with the Audience: Bridging the Gap

28:30 Understanding the Public: Beyond Demographics

31:26 Finding Common Ground in Journalism

33:01 The Role of Journalism in a Changing Society

36:43 Technology’s Impact on Journalism

40:13 Defining the Future of News

43:36 The Importance of Constructive Journalism