---
title: "Fighting News Avoidance: A Guide for Media Houses"
description: Learn actionable steps for media organisations to overcome news avoidance and build lasting audience trust and engagement.
image: https://www.taikatilaus.fi/hubfs/blogbanner%20(7).png
---
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# [Fighting News Avoidance: A Guide for Media Houses](https://www.taikatilaus.fi/en/blog/fighting-news-avoidance)
by [Siiri Lassila](https://www.taikatilaus.fi/en/blog/author/siiri-lassila)
4 min read
May 8, 2025, 2:37:29 PM
Avoiding the news may seem harmless or even beneficial for your mental health, but the consequences of disconnecting from reliable information can be profound and damaging. News avoidance reduces political engagement, undermines democracy, and leaves individuals vulnerable to misinformation. Yet, as interest in news has sharply declined — especially among younger audiences— understanding the reasons behind this avoidance and how to effectively address it has become increasingly critical. This blog explores why avoiding the news is problematic, what drives people away, and actionable steps media houses can take to re-engage audiences.
## Why is news avoidance harmful?
Keeping up with current events is essential for meaningful political participation. When voters are unaware of candidates' positions or policies, making informed decisions at the polls becomes difficult. Historically, authoritarian regimes have restricted access to information to maintain control over an uninformed population. Regular consumption of reliable news also strengthens media literacy and helps individuals avoid falling for misinformation or conspiracy theories.
## Why are people turning away from the news?
### **Lack of interest**
[Over the past decade, the Reuters Institute has reported a significant decline in interest in news across various countries.](https://reutersinstitute.politics.ox.ac.uk/news/people-are-turning-away-news-heres-why-it-may-be-happening) This downward trend spans all age groups, with the lowest interest (33%) seen among 18–24-year-olds. The most dramatic drop (-24%) occurred among those aged 25–34. Educational background also plays a role: interest among individuals without a degree dropped 19 points (from 63% to 44%), compared to a 15-point decline among degree holders (from 71% to 56%).
#### **Why are people not interested in the news?**
Research from the Reuters Institute [lists multiple reasons](https://reutersinstitute.politics.ox.ac.uk/news/people-are-turning-away-news-heres-why-it-may-be-happening) for the rising lack of interest in the news, though this list is not exhaustive:
- **People tend to prioritise entertaining content** on social media, and platform algorithms often reinforce this preference
- **Social media algorithms** amplify the most engaging, upsetting, and polarising news content, leading to news fatigue and reduced trust
- **Lack of representation or negative portrayal** of certain groups (particularly working-class individuals and young women)
- News can feel **overly complex or difficult to follow**
- **The overwhelming volume** of political coverage can cause emotional exhaustion
- **Educational background** increasingly shapes people's attitudes and media behaviours, particularly in the US
### **Active and unintentional news avoidance**
The number of people who completely avoid any news in any format [has steadily increased](https://reutersinstitute.politics.ox.ac.uk/news/people-are-turning-away-news-heres-why-it-may-be-happening) over the past decade. This trend is especially pronounced among younger individuals (9-10% of those aged 18-44 in 2024), again echoing the patterns seen in falling interest in news. Among those without a university degree, 8% reported complete news avoidance compared to 5% of degree holders.
#### **Why do people avoid news content?**
As a lack of interest in news and news avoidance are interconnected, [the reasons for both are often similar and overlapping](https://reutersinstitute.politics.ox.ac.uk/news/people-are-turning-away-news-heres-why-it-may-be-happening):
- News is **too depressing and negative**
- **The sheer volume of news** coverage can lead to emotional fatigue and avoidance
- News is perceived as **untrustworthy**
- It is often seen as **too complex or boring** to engage with
- News **doesn’t** **reflect or include people “like me”**
- There is **a general lack of interest** in news or politics
- **Everyday stress** leaves people with limited time or energy for news consumption
## How can media houses respond to news avoidance?
In their book, *Avoiding the News: Reluctant Audiences for Journalism*, **Benjamin Toff**, **Ruth Palmer** and Rasmus K. Nielsen [offer several strategies for media houses seeking to re-engage audiences who habitually avoid the news.](https://reutersinstitute.politics.ox.ac.uk/news/five-things-news-media-can-do-respond-consistent-news-avoidance)
### Respond to the way news feels to people:
- **Include more uplifting or hopeful storie**s alongside hard news
- **Make news more relevant** by highlighting how the stories affect everyday people
- Practise [constructive journalism](https://constructiveinstitute.org/how/contributions/solutions-to-news-avoidance/) by including solutions and positive examples
- Use language and formats that make news more **accessible and easier to understand**
- [**Slow the news cycle**](https://constructiveinstitute.org/how/contributions/solutions-to-news-avoidance/) by offering short summaries of the day's most important stories through formats like podcasts or newsletters
- Example: In Finland, [Uusi Juttu](https://www.uusijuttu.fi/) delivers a curated daily news digest to reduce information overload
### Represent people who tend to avoid the news
- **Understand their needs**, priorities and beliefs
- **Evaluate whether your media genuinely represents these** groups (e.g. younger people, women, and blue-collar workers)
- **Build relationships and foster community** with these audiences in ways that suit their preferences and values
- **Emphasise not only the personal benefits** but also how being informed can contribute to stronger communities and a healthier democracy
### Repackage the news
- **Simplify content:** Provide short summaries alongside full-length articles.
- Example: Svenska Dagbladet, has launched [SvD Kompakt](https://www.svd.se/kompakt), a format designed to be approachable and empathetic, aimed particularly at younger readers, that delivers short, relatable news summaries
- **Avoid assumptions**: Use accessible language and provide contextual tools like widgets; avoid assuming prior knowledge of political or institutional actors
- **Reflect the reality of your audience’s literacy skills** in your writing
- Example: In the US, [54% of adults](https://www.thenationalliteracyinstitute.com/post/literacy-statistics-2024-2025-where-we-are-now#:~:text=On%20average%2C%2079%25%20of%20U.S.,below%205th%2Dgrade%20level\).) have literacy below a 6th-grade level
- **Personalise experiences:** Tailor content to reflect individual users’ knowledge levels and interests
- **Deliver content where people already spend time:** on social media, messaging platforms, and video-sharing apps
### Communicate the value of journalism
- **Coordinate industry-wide PR efforts** to clearly communicate journalism’s purpose and values
- **Advertise your accessibility** and the variety of news formats available that are easy to consume (like short videos, summaries, podcasts, and text-to-speech tools)
- **Do educational outreach** to educate future generations on media literacy
- **Proactively address and correct common misconception**s and folk theories about journalism
### Affirm editorial values and defend professional standards
- **Set explicit professional standards** and clearly distinguish news from clickbait and opinion columns
- **Openly address industry shortcomings** and inconsistencies
- **Build trust through transparency and accountability**
- Example: The Scandinavian news outlet Schibsted has introduced ["ethics boxes"](https://www.journalism.co.uk/news/schibsted-delivers-on-what-young-audiences-want-transparency-on-editorial-decisions/s2/a1228276/) on news articles to explain the editorial decisions behind them.
## Conclusion
News avoidance is more than just a personal choice—it has serious societal implications, from weakening democratic participation to increasing susceptibility to misinformation and polarisation. Media houses must proactively adapt by presenting news in ways that resonate with reluctant audiences, promoting inclusivity, and clearly communicating the essential value journalism provides. Only by tackling news avoidance directly and thoughtfully can we build informed, engaged, and resilient societies.
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