In an age where information is literally at our fingertips, it's almost paradoxical that more and more people are actively tuning out the very thing designed to inform them: the news. 

Why? This is the question at the heart of Benjamin Toff’s research, which tackles one of the most pressing issues in modern journalism: news avoidance.

Toff, director of the Minnesota Journalism Center and associate professor at the Hubbard School of Journalism & Mass Communication at the University of Minnesota, has spent years diving into why people, especially in the digital age, are turning their backs on news. 

His presentation at INMA’s Newsroom Transformation Town Hall offered a fresh perspective on how and why people are disengaging with news, and more importantly, how the media industry can address this growing trend.

2 types of news avoiders

Toff distinguished between two main types of news avoiders: selective news avoiders and consistent news avoiders. 

Selective news avoiders make up “almost four in 10 people around the world” and are actively choosing to avoid news, albeit in a more intermittent way. 

“Selective news avoidance is people who say that they are actively trying to avoid news," Toff explained. For these individuals, the avoidance often stems from overwhelming feelings of “news fatigue” or frustration with the news cycle. They may still consume some news but do so in a more reactive or passive manner, often seeking to avoid content that feels distressing or irrelevant to their lives. 

Despite their efforts to dodge the news, selective avoiders are not entirely disengaged. As Toff notes, they “may still be consuming quite a lot of news,” but they do so selectively, often steering clear of topics they find unpleasant or difficult to digest.

On the other hand, consistent news avoiders are a smaller but arguably more concerning group. 

According to Toff, “consistent news avoidance is less common; it’s about 3% of people worldwide.” These individuals engage with news less than once a month and often do not see any personal value in staying informed. Unlike selective avoiders, consistent news avoiders may not actively identify themselves as news avoiders, but they are in practice consuming “little to no news at all.” 

This group often feels disconnected from the news and may see the news as irrelevant or unhelpful, and this sustained disengagement raises concerns about the long-term effects on their civic and political participation. Toff suggested consistent news avoidance could be particularly problematic as it hinders people from participating in informed public discourse, ultimately fostering a deeper divide in the public’s engagement with the world around them.

Toff suggested news avoiders often have specific demographic characteristics. They are typically associated with less privileged groups, are younger, and have slightly more women than men who avoid news. Furthermore, they frequently come from lower socioeconomic backgrounds and show little interest in politics.

What drives news avoidance

Toff identifies two primary narratives that drive news avoidance: “It’s not news, it’s me” and “It’s not me, it’s news.” These two perspectives help explain the complex reasons why individuals opt out of consuming news.

The first narrative, “It’s not news, it’s me,” reflects a more personal, internalised reason for avoiding news. For many news avoiders, the decision to disengage stems from life circumstances that make news consumption feel like an additional burden. 

As Toff explains, these individuals often feel overwhelmed by the demands of daily life. They may be juggling multiple responsibilities, such as work, family care, or other personal obligations, which makes it difficult to find time or energy to stay informed. 

This group doesn’t necessarily dislike the content of the news; instead, they feel it’s difficult to fit it into their already busy and stressful lives. The decision to avoid news is driven more by personal constraints than by a lack of interest in current events. Toff highlights how, in this case, “the intersection of news content with people’s daily lives plays a central role.” These individuals may feel disconnected from the world of news not because they don’t care, but because their personal situations create barriers to consuming it.

In contrast, the second narrative, “It’s not me, it’s news,” focuses on the content itself. In this case, people avoid news because they find it unpleasant, untrustworthy, or unhelpful. 

As Toff notes, many avoiders express frustration with the nature of the news they encounter, describing it as “unpleasant” or filled with “doom and gloom.” For instance, one participant, Andrea from the UK, explained, “I just don’t want to be faced with the misery and doom and gloom of constant negative news.” 

This sentiment is echoed by others who perceive news as sensationalistic, untrustworthy or focused too heavily on negative events. Another interviewee, Jose from Spain, said, “I think the media covers up a lot of things, so maybe you only get half the information.”

Furthermore, some avoiders feel the news doesn’t represent their lives or concerns, often perceiving it as being too difficult to understand or disconnected from their personal realities. Toff pointed out many of these individuals “emphasise how difficult to understand the news is or the degree to which they perceive it as inadequately representing people like themselves.” 

This perception reinforces a sense of alienation, as news feels distant or irrelevant to their experiences.

Identities, ideologies, infrastructure are also factors

Toff also explored how identities, ideologies, and infrastructures intersect to shape news consumption patterns, particularly in the context of news avoidance. According to Toff, it’s not just about the content of the news itself; it’s about the broader context in which people live, what they believe, and the tools they use to access information.

Toff emphasised that identities — the ways in which people define themselves socially and culturally — are deeply tied to their news consumption habits.”News is embedded in social relations and is not just something we do by ourselves,” Toff noted, highlighting that news often serves as a means of connection with others.

Additionally, social circles play a key role in reinforcing news consumption or avoidance. News avoiders are less likely to be part of communities where people share and discuss news, which contributes to their detachment from current affairs. 

As Toff explained, “News lovers are most likely to say that their friends expect them to know what’s going on in the news, whereas news avoiders consistently disagree with that statement.” For those who lack social pressure to stay informed, the motivation to consume news diminishes. 

Toff also addressed how ideologies — the beliefs people hold about the world, their place in it, and the systems they interact with — affect their attitudes toward news. Particularly in political terms, ideology often influences whether someone embraces or rejects the media they encounter. 

In many countries, including the United States, there’s a political divide when it comes to news consumption. However, Toff stressed political ideology is just one part of the equation. What is more significant, especially across various countries, is how individuals perceive their connection (or lack thereof) to politics.

Moreover, the way news is framed often exacerbates these feelings. For many, politics is not just a matter of differing viewpoints but is seen as a constant struggle between parties. As Toff explained, people see news as serving the interests of politicians rather than the public, which leads to the perception that journalism is more aligned with political power than with the everyday citizen’s concerns.

Toff then examined how infrastructures — the tools and platforms through which people access news — are drastically shaping news consumption. With the rise of digital platforms, social media, and content algorithms, the way people interact with news has changed fundamentally. 

“There’s been these huge increases in terms of the use of social media platforms, most recently, of course, TikTok and Instagram, as sources of news and information,” Toff explained. 

These platforms, however, operate differently from traditional news outlets, and the way people perceive these tools also impacts how they consume news.

One significant shift is the growing belief among many that “news should come looking for me.” As Toff described, many people now expect news to find them through digital platforms rather than actively seeking it out. This passive consumption model has become the norm for younger generations, who often feel that “the information is out there” and can be easily found through a quick search or social media feed. 

“A lot of people feel like, well, I can just Google information; I don’t need to have a regular relationship with any news organisation,” he said. This mindset signals a significant departure from traditional habits of engaging with news sources, where audiences would tune in to established media channels.

Another shift is the perception that digital platforms provide an overwhelming amount of information, much of it unverified or conflicting. As a result, people often feel uncertain about what to believe and retreat from actively seeking out news. As Toff noted, “People see the digital media environment as this black hole of information that can be overwhelming,” leading some to simply ignore the news altogether.

Based on the insights from his research, Toff suggested several strategic responses for media organizations aiming to address news avoidance. These responses are organized around the themes of infrastructures, identities, and ideologies:

• Reaching beyond traditional platforms: Media outlets need to extend their presence beyond standard news Web sites, making content accessible where audiences already spend their time, such as social media or specialised apps.

• Building and sustaining news communities: Focus should be placed on products and services that foster community and encourage social interactions around news. This includes creating platforms that facilitate discussions and shared experiences, reinforcing the social nature of news consumption.

• Addressing news perception issues: It’s crucial to tackle the common perceptions of news as unpleasant or untrustworthy. This involves a commitment to enhancing the quality of news presentation and ensuring news is not only accurate but also engaging and easy to understand.

• Strengthening connections to daily life: News organisations should strive to make news more relevant to the everyday lives of their audience. This includes highlighting how news impacts individuals and communities, making it more actionable and applicable to daily concerns.

• Combating misconceptions: Responding to the widespread “folk theories” about news involves both public education and internal industry efforts. Raising awareness about journalistic innovations and correcting misconceptions at the industry level can help rebuild trust and emphasise the unique value of independent journalism.

These strategies emphasise a holistic approach to tackling news avoidance, suggesting the solution lies in changing the content and how it is delivered and perceived.

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