Age journalists need to be able to anticipate their audience’s needs. As we discussed earlier, that does not mean pandering by publishing vapid puff pieces and entertainment rumors. But it does mean we have to think like our readers do. When users want information, they often turn to a search engine, typing in a question and clicking on the first of thousands of responses. By anticipating the types of questions readers might have, journalists can add their stories to the Google results list and become a reliable source for readers to click on. Paying attention to trending topics could clue journalists in to what questions people might have on their minds at a particular time. For example, you might notice the hashtag #sharkattack trending during the summer, indicating that people are concerned about a perceived sudden increase in shark attacks on humans. What sorts of things might people search for related to that topic?
Has the number of shark attacks increased this year?
Why has the number of shark attacks increased?
How many shark attacks have there been in the U.S.?
How many people have been killed by sharks?
What can I do to prevent a shark attack?
Gathering information from a reputable source, such as a reported news article, can provide peace of mind for people. And by anticipating readers’ questions, you can help your news organization become a source readers across the country can turn to for information.
Knowing why our readers share content online can also provide valuable insight into the types of stories they want. A marketing team from The New York Times conducted research to determine what motivates people to share news on social media.14 The reasons they uncovered could lead journalists to write stories appealing to those needs.
To bring valuable and entertaining content to others: Stories containing novelty and/or impact appeal to news sharers who want to entertain or educate their friends and followers.
To define ourselves to others: Profiles, how-to articles and other features that give readers the opportunity to relate an issue or another person’s journey to their own will prompt them to share those articles.
To grow and nourish our relationships: Features that provide understanding about how others live can prompt readers to share their findings in hopes of expanding the insight they have gained.
Self-fulfillment: In-depth articles explaining the background or details of an issue or event can help readers reinforce their commitment to or beliefs about a subject, which they will happily share with like-minded followers.
To get the word out about causes or brands: Readers who feel passionate about a subject will seek feature stories truly examining their causes so they can share and feel good about them.
Communicating directly with readers to discover what questions they have and what stories they want reported is also essential in the Digital Age. We will learn more about community engagement journalism in Chapter 7.
Investigations and Fact-Checking
The rise of the internet as a news tool has made it even more crucial for journalists to embrace watchdog journalism—the use of dogged reporting to protect citizens and prevent corruption and misinformation from negatively impacting society. As we discussed in Chapter 1, the internet has become a free and simple way to produce and distribute fake news and false information. Readers expect journalists in the Digital Age to fight back by rooting out the sources of misinformation and deception and providing the truth through investigative reporting.
Journalists produce investigative features to hold those in power accountable. These news features may be as simple as monitoring and publishing restaurant health inspection results in your community so residents know where it may be unsafe to eat. They may also include deeper investigations into ongoing problems, tracking their results and checking in with people who are affected by the issue.
The fact-checking website PolitiFact uses an alternative storytelling form to fulfill its watchdog function. The organization’s “Truth-O-Meter” assesses statements from politicians and leaders, marking them along a spectrum of truth using labels such as “True,” “Half True,” “Mostly False” and “Pants on Fire” (meaning the statement is completely false). Reporters post a statement made by a person or group, rank it along the spectrum and link it to a story explaining why the statement is true or false and how they came to that conclusion.15
Many news consumers in the Digital Age are experiencing a phenomenon phycologists and media analysts refer to as news fatigue—the feeling of being overwhelmed by the amount of news coverage, typically in reference to a single issue, resulting in feelings of exhaustion or depression. A 2018 study found that almost 70% of Americans felt news fatigue, largely stemming from the amount of coverage devoted to the 2016 presidential election.16 One solution is for media to focus more on constructive journalism—reporting that does not focus solely on negativity and problems but rather helps readers understand issues more fully and look toward solutions. These types of investigative features shy away from telling readers what to think. Instead, journalists recognize the impact of their reporting on society and use their work to provide insight on what is going on in the community and empower citizens to recognize their roles in their communities and spur change.17 The United Kingdom–based Positive News Magazine capitalizes on readers’ hunger for constructive journalism. The publication delivers short feature stories that demonstrate how people are addressing problems rather than dwelling on the problems themselves. In this article excerpt, reporter Gavin Haines briefly addresses a conflict, then immediately shifts to profiling a promising program and individuals who are working toward a solution:
The debate has raged in recent months: is the climate crisis being given due prominence on school curriculums?
Four young students at Cheney school in Oxford think not, and so in March launched a petition calling for more lessons on the subject. The petition has since been signed by almost 82,000 people.
Though climate change is taught in science and geography lessons, critics say that isn’t enough. But rather than waiting for the UK government to integrate the subject into the curriculum further, teachers are taking matters into their own hands by enrolling on the United Nations’ Climate Change Teacher Academy.18
We will learn about solutions-based stories like these in greater depth in Chapter 8.
Takeaways
After reading this chapter, you should understand that:
1 News is valuable. Journalists use news values to assess whether an event should become a story. These values can help reporters identify what news events impact a community and in what ways, which can help them better relate their stories to readers.
2 Stories are everywhere. Coming up with story ideas can be challenging, but using your knowledge of news values and basic human needs can help you brainstorm ideas that are either time specific or timeless.
3 Feature stories help people relate. People love feature stories because they are often descriptive and engaging. Using different storytelling techniques can help you convey news in ways that are interesting and impactful for your audience.
4 The possibilities are endless. We have just scratched the surface on feature story types. In the Digital Age, new storytelling strategies are needed, which we will explore in greater depth throughout this book.
Notes
1 Betsy Klein. (2017, October 21). “Trump Family Breaks With Presidential Pet Tradition.” CNN. Accessed at: https://www.cnn.com/2017/10/21/politics/donald-trump-presidential-pet/index.html.
2 Kenyon Wallace. (2017, November 24). “How The Star Puts a Human Face on Social Justice Issues.” The (Toronto) Star. Accessed at: https://www.thestar.com/trust/2017/11/24/how-the-star-puts-a-human-face-on-social-justice-issues.html.