Many consumers seek inspiration and education through their news consumption, viewing it as a way to broaden their knowledge with fresh topics and perspectives. As such, they look for content that is credible and engaging, as well as a good source of motivation to help them overcome the societal anxieties affecting them.
When it comes to international news, consumers want to know what’s happening around the world in a meaningful and relatable way. As such, they are keen on stories that provide a lens on the global context of events and how it can impact their local communities.
Moreover, they are keen on learning how different cultures respond and react to the same events in the form of social media posts and celebrity reactions. This is particularly important for the development of empathy towards the global community and understanding how the current societal landscape shapes future trajectories.
While some traditional news values like relevance apply to international coverage, other factors are more complicated. For example, countries that are culturally proximate or geographically close tend to receive more coverage than those that are not. The same goes for countries that have greater economic clout or geopolitical significance. This is because these countries are often important trading partners with local companies and may have a direct impact on domestic employment.
When it comes to the type of news content that is most sought after, a majority of consumers are keen on ‘hard’ international news covering politics, economy and war and their societal impacts, especially when presented by an expert or charismatic presenter. Nonetheless, women in some markets prefer a softer approach – referred to as info-tainment – which is usually characterized by lighter subjects like celebrity gossip and fashion news.
About the Author
