News and emotions: why people don't want to read news

The media sector is going through difficult times. In the last decade, newspaper revenues have decreased by almost a third. Young people read fewer media outlets and spend more time on social networks or with chatbots. In those platforms, news is often mixed with misinformation.

All of this makes one think: what is missing in modern journalism? Many experts believe the answer is emotions.

Emotions determine whether the audience will read or not

A person perceives news not only through facts but also through the emotions they evoke.

• If the news only evokes stress, despair, or boredom, the audience simply stops reading.

• But if the news, even on a difficult topic, can show hope or a path to a solution, people are more willing to follow.

According to Pew Research, news generates on average four times more negative than positive emotions in the audience. That is why people avoid the news.

Emotions are different: activating and deactivating

• Fear or anger can drive a person to continue following the news.

• But despair, anxiety, or boredom have the opposite effect: they push a person away from the news.

Today, the media sector mainly generates those "repelling" emotions.

Where is the mistake

Many journalists think that writing about emotions is unprofessional, biased, or a sensationalist approach. That is why they present the news only with dry facts. But this is a big mistake: the audience feels that their emotions are ignored.

Meanwhile, populists or influencers excellently use the language of emotions on social media and quickly capture people's attention.

What can be changed

Experts suggest a few simple steps:

1. Present the news in a way that leaves the audience feeling hope or confidence, not just despair.

2. Ask the audience not only "what topics are important," but also "what emotions do they want to feel from the news."

3. Consider not only the need to be informed but also the emotional needs in the journalism model.

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News cannot always be happy. But even in a heavy story, it is possible to give the reader not only fear and stress but also strength and a sense of direction.

If journalism does not learn to work with emotions, it will continue to lose the audience. But if emotions are given their rightful place, journalism can truly regain its role in society.

Prepared according to '21st century journalism must befriend emotions to survive' article

*the article also used AB