给新闻机构的三项建议
黑人生命至上 "运动不再仅仅受到有色人种的拥护。它已作为一项集体使命取得突破，并找到了不同性别、种族和各种规模社区的盟友。
Less than a year ago, George Floyd’s murder catapulted racism from a taboo topic into mainstream discussion. Almost overnight, content creators took to using every channel from podcasts to children’s 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.
现在，11 个月过去了，我们有了答案。
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 Floyd’s 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 Biden’s 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.
尼尔森的 "新闻横向"（News Horizontal）团队利用尼尔森的各种解决方案提供与新闻相关的洞察力，该团队的研究表明，不仅是黑人和西班牙裔家庭，所有观众都对这一追求正义的事件感兴趣。从种族非常多元化的纽约到较为单一的盐湖城，对广播收听率的分析进一步说明了这场审判及其所代表的问题对我们国家的重要性。在这些市场中，新闻类节目在宣读判决期间的收听率大幅飙升，远远超过了其他收听形式收听率的增长。
虽然这是一个具有里程碑意义的时刻，但仍有许多人在等待认可、平等和正义。我们必须继续谈论我们所面临的根本性系统问题，并采取相应的行动。
The precedent of accountability set in the case of George Floyd’s 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.
这里有三个建议。
保持人性
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 whole—with their joys, successes and cultural nuances.
移动
此外，随着人们开始扩大自己的旅行圈、通勤和外出时间的增加，随身携带的通知和对话将变得更加重要。移动新闻应用程序、社交媒体、播客和广播将在通知公众和继续围绕种族平等展开对话方面发挥更大的作用。目前，电视和数字新闻观众已经有 78% 的时间完全通过新闻应用程序来消费数字新闻。
继续对话
播客 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%.
希望保持相关性的新闻机构将了解煽情主义的下降趋势，以及指向更加诚实、平衡和人性化对话的趋势。这些机构将寻求新闻内容、人才、传播和对话的多样化，以适应美国人在大流行病期间养成的新的新闻习惯和兴趣。
For more news-specific insights, contact Nielsen’s News Horizontal team.
