The Future of Audiences: Navigating the Complex Landscape of Media Engagement
In a world where attention spans are fragmented and competition for our time is fierce, Emily Goligoski, a renowned researcher and audience expert, offers a thought-provoking perspective on the evolving relationship between media and its consumers. With an impressive portfolio that includes collaborations with The New York Times, CNN, and The Guardian, as well as esteemed institutions like Columbia University and New York University, Goligoski's insights are a valuable guide for navigating the complexities of modern media.
But here's where it gets controversial: Goligoski expresses concern about the "persistent homogenization" of audiences, a phenomenon that has plagued the media industry since the advent of the internet. EL PAÍS recently spoke with Goligoski after her insightful talk at the Mozilla Festival in Barcelona, where she shared her reflections on the future of audiences and the challenges facing media organizations.
"I don't have a perfect answer," Goligoski cautions, acknowledging the complexities of the issue. She delves into the obsession with measuring everything—from visits to users—and the potential pitfalls of reducing the value of content to a single metric. This reductionist approach, she argues, may ultimately hinder the best interests of both the media and society.
When asked about the interests of the media versus society, Goligoski emphasizes the importance of understanding the audience in independent media. Relying solely on quantitative data, she argues, is insufficient and can lead to a lack of satisfaction in the work. It's a call to action for media organizations to explore alternative methods of gauging audience engagement and understanding their needs.
"There is no clear alternative," Goligoski asserts. She highlights the limitations of relying on a single indicator to determine the success or failure of content, pointing out the need to consider the broader context, including competing stories and the battle for attention. This reductive decision-making process, she argues, reflects a lack of imagination and curiosity within the industry.
And this is the part most people miss: the rise of independent creators and journalists. Goligoski observes a shift towards subscription models and the emergence of platforms like Substack, which have empowered independent journalists to connect directly with their audiences. These journalists, she notes, often have a clearer understanding of their audience's needs and preferences. However, she expresses surprise at the underutilization of survey tools offered by these platforms, emphasizing the value of behavioral data and direct audience feedback.
"It's an extraordinary tool," Goligoski explains. "Surveys allow us to gather insights directly from the audience, understanding their perspectives and opinions on the news and various topics. It's a powerful research methodology that can guide future content creation."
But here's the crux of the matter: how can media organizations engage their audiences more effectively? Goligoski challenges the traditional producer-subscriber model, advocating for a two-way exchange of knowledge that goes beyond transactional relationships. She empathizes with the challenges faced by those working in modern newsrooms, where the structure often leaves little room for understanding audience needs.
"Is there too much navel-gazing in the media?" Goligoski asks. She encourages media organizations to explore alternative methods of conveying information, such as theater, TikTok, and physical meetups at festivals. The digital article page, she notes, has remained relatively static, and there's a need to innovate and adapt to changing audience preferences.
The trend of news avoidance is a concern for Goligoski, who attributes it to the overwhelming competition for attention and the fatigue it creates. She reflects on the challenge of engaging audiences, especially when teaching theoretical concepts, in an era dominated by social media and dopamine-inducing content.
"The same applies to news articles," she asserts. The battle for attention is fierce, and media organizations must find ways to compete and engage their audiences effectively.
Is there any cause for optimism? Goligoski highlights the rise of translation services, noting the increasing availability of multilingual content. She also finds promise in the Substack model, which reinforces the value of journalistic work and the importance of direct audience engagement. Additionally, she expresses excitement about the talent and curiosity she sees in her graduate journalism students, a promising sign for the future of the industry.
But what about the younger generation? Goligoski's research reveals that TikTok and Instagram are the primary platforms for young people in the U.S. This raises concerns for publishers, as these platforms are not owned or controlled by the media. The audience's reliance on these platforms is a cause for worry, as it leaves media organizations at the mercy of external forces.
"The audience is shrinking," Goligoski confirms, citing Reuters data. This trend, she argues, will force media organizations to be more creative in their approaches.
"And we're not being creative enough," she laments. Goligoski suggests simple yet effective methods, such as old-fashioned letters to the editor or crowdsourcing investigations, as ways to engage audiences and foster a sense of community. Transparency about funding and the process of creating content is also crucial, she argues, as it can help build trust and encourage audience support.
"We need to adopt a more modern approach to marketing," Goligoski asserts. "Telling the story behind the work, quantifying the effort and resources invested, is a powerful way to engage and connect with audiences."
As we navigate the complex landscape of media engagement, Goligoski's insights provide a roadmap for media organizations to adapt, innovate, and ultimately thrive in an era of changing audience preferences and behaviors.
