Tiga Rekomendasi untuk Organisasi Berita
Gerakan Black Lives Matter tidak lagi hanya dirangkul oleh orang-orang kulit berwarna. Gerakan ini telah menerobos sebagai misi kolektif dan menemukan sekutu lintas gender, etnis, dan komunitas dari berbagai skala.
Less than a year ago, George Floydโs murder catapulted racism from a taboo topic into mainstream discussion. Almost overnight, content creators took to using every channel from podcasts to childrenโs programming as a platform for dialogue and education on systemic racism. Yet even at the height of the social justice protests, many of us had low expectations that the trial of Derek Chauvin would lead to a guilty verdict, despite the compelling video evidence. We had even lower expectations that the broader community could continue to care about the movement.
Sekarang, 11 bulan kemudian, kami mendapatkan jawabannya.
The social justice movement has rooted itself in our collective social consciousness. Nearly 22.8 million Americans tuned in to live TV and millions more listened via radio to hear the verdict against Derek Chauvin, the former Minneapolis police officer charged with Floydโs murder. In a time when it is challenging to capture the attention of audiences, this level of attention signals the traction the social justice movement has gained among the American public. Compared to other major televised socio-political or political events, this verdict drew an audience similar to President Joe Bidenโs first address to a joint session of Congress and was half the size as the largest political event, the 2020 U.S. presidential election night.
Tim News Horizontal Nielsen, yang menyediakan wawasan terkait berita dengan menggunakan solusi di seluruh Nielsen, menunjukkan bahwa pencarian keadilan menarik minat sekelompok pemirsa, tidak hanya rumah tangga kulit hitam dan Hispanik. Analisis pendengar radio, dari New York yang sangat beragam secara etnis hingga Salt Lake City yang lebih homogen, lebih jauh menggambarkan betapa pentingnya persidangan ini dan isu-isu yang diwakilinya bagi bangsa kita. Di seluruh pasar ini, format Berita mengalami lonjakan pendengar yang besar selama jam-jam pembacaan vonis, yang jauh lebih besar daripada peningkatan pendengar di format pendengaran lainnya.
Meskipun ini adalah momen penting, masih banyak yang menunggu pengakuan, kesetaraan, dan keadilan. Kita harus terus berbicara dan bertindak untuk mengatasi masalah-masalah sistemik yang kita hadapi.
The precedent of accountability set in the case of George Floydโs murderer must not be a one-off, but unfortunately that is not yet guaranteed. As the trials for the murders of Ahmaud Arbery and Breonna Taylor approach this May and in February 2022, news organizations will want to consider how the social justice movement has impacted how people want to consume news as well as how the vaccine rollout and re-openings will affect where they want to receive news.
Berikut ini ada tiga rekomendasi.
Keep it Human
To avoid viewer and listener burnout, news organizations must ensure the stories of victims and those fighting for them are humanizing and not sensationalized for clickbait. Those at the news desk must contextualize and point out bias in policing and prosecution and extend their coverage beyond just these tragedies, to include better representation of Black people as a wholeโwith their joys, successes and cultural nuances.
Go Mobile
Selain itu, pemberitahuan dan percakapan saat bepergian akan menjadi lebih penting karena orang-orang mulai memperluas lingkaran perjalanan mereka, bepergian dan menghabiskan lebih banyak waktu di luar rumah secara umum. Aplikasi berita seluler, media sosial, podcast, dan radio akan memainkan peran yang lebih besar dalam memberi tahu publik dan melanjutkan percakapan seputar kesetaraan ras. Saat ini, pemirsa TV dan berita digital menghabiskan 78% waktu mereka untuk mengonsumsi berita digital hanya melalui aplikasi berita.
Lanjutkan Percakapan
Podcast in particular have played an important role in creating a space for common interest groups and discussions in a divisive political environment. Once considered a niche channel it has become over a very short period of time, considerably more diverse and mainstream. During the pandemic, from May to October 2020, there was an 89% surge in listening for new news podcast series among the general population. At the same time, the number of African Americans consuming news podcasts overall more than doubled (+104%) and Hispanic listenership increased by 59%.
Organisasi berita yang ingin tetap relevan akan memahami penurunan sensasionalisme dan tren yang mengarah ke percakapan yang lebih jujur, seimbang, dan memanusiakan manusia. Organisasi-organisasi ini akan berusaha mendiversifikasi konten berita, bakat, distribusi, dan percakapan mereka agar sesuai dengan kebiasaan dan minat berita baru yang dikembangkan orang Amerika selama pandemi.
For more news-specific insights, contact Nielsen’s News Horizontal team.
