The latest US presidential campaign served to illustrate just how much the media landscape is evolving to meet the changing needs of media consumers. How can informative journalism adapt to this new set of circumstances and regain resonance for the good of the public?

On the 6th of November, US presidential election results once again caught most of the mainstream news media off guard, and disappointed supporters of fact-based, fact-checked and well-sourced journalism that adheres to the profession's major ethical charters. Following an electoral campaign that relied more on social media, influencer videos and podcasts than on traditional media, an anti-system candidate won the popular vote. He was elected despite opting out of the traditional TV candidate interview on CBS's 60 Minutes, and preferring to communicate through social media messages consisting of 280-character texts and 60-second videos.  To an even greater extent than in 2016, Donald Trump succeeded in understanding and adapting to media consumers' changing needs.

Indeed, since the early 2020s, social media platforms have become the main way people access online news, making them the dominant media in Western and emerging countries. Social media users, however, look to these platforms for information that reflects their opinions rather than for balanced news. They are less attracted by content posted by traditional media outlets than by videos by personalities they like, which they are quick to share with their communities. Informative journalism, though not always the most entertaining, retains an audience because it provides an opportunity to know and comprehend the world, particularly in its local and international aspects. Nevertheless, it has become a minor need for media consumers who are drawn to the endless stream of more satisfying messages that pop up on their screens every minute of the day.

The situation is similar in zones experiencing crisis and conflict, in which access to reliable news is often more vital than elsewhere.  People living in these areas express three main media needs: to be able to communicate with their loved ones; to have local access to reliable news; and to be able to navigate a chaotic sea of information which is further complicated by the discourse of opposing parties in a conflict. By considering these different situations, this issue of Mediation offers an analysis of media users' needs in changing information environments, seeking ways for informative journalism to better reach them; and, as a result, contributing to safeguarding people in danger, fostering democracy and creating a common world in societies where, more than ever, bridges need to be built.

This extract is taken from the 14th issue of Mediation, entitled "Adapting to changing information need", which you can find attached up to this article.