College students oblivious to branded news and information

by mo on April 26, 2010

Journalists and news media take note. A new study released April 21st from the International Center for Media & the Public Agenda (ICMPA) at the University of Maryland, “concludes that most college students are not just unwilling, but functionally unable to be without their media links to the world.”  This was the message emphasized in the press release and garnered headlines when the report was published. Perhaps a more important finding, farther down the release is “that young adults appear to show no loyalty to a news program or personality or even the news platform.”

Very few students in the study reported that they regularly watched news on television, read a local or national paper or even listen to news on the radio. Yet, they demonstrated knowledge of specific news events.  For most young adults information comes in from a variety of sources via social media, from facebook, Twitter, text messages from friends, etc.

The study was a 24-hour period to abstain from all media. (See related post.) Students expressed anxiety about being cut-off from information, chiefly from what is going on with family and friends, but through those connections, what is happening in the world as well.  When it comes to real news, this study indicates that young adults do not  maintain relationships to the originators of the news and really do not distinguish between news and more general information.

Given the huge investment to brand online news sources, a few executives may get a bit a heartburn reading the study. More information about the study>

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{ 7 comments… read them below or add one }

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