TUNED OUT — If you are reading this edition of Nightly, you are probably not a News Avoider. And yes, News Avoiders are a thing. Even during a wild, close presidential election where unknown numbers of Americans are compulsively checking and rechecking their favorite polling aggregator. Roughly 8 percent of the U.S. population are news avoiders, according to the University of Minnesota’s Benjamin Toff, co-author of a book called “Avoiding the News.” News avoiders aren’t just overloaded busy people, juggling family and jobs, who lack bandwidth to do much more than skim the headlines. Time is one reason people may skimp on news but it’s not the main reason that people avoid it completely, Toff told Nightly in an interview this week. No, news avoiders are literally that — people who avoid hearing, seeing, or reading the news. They figure if something is really really really important, Toff said, “the news will come to them.” For instance, word of the attempted golf course assassination of former president Donald Trump the other day may have “come to” them. But since Trump wasn’t harmed, they “won’t spend a lot of time dwelling on it.” “They may have thought, ‘so, he wasn’t actually shot… End of story,’” Toff said. There’s no prototypical news avoider but they do have certain common traits. They describe themselves as having high levels of anxiety — and news contains much to be anxious about. They are disconnected, thinking that most of the news “has nothing to do with them.” And they are distrustful, with a tendency to equate news and politics, and to look at journalists and politicians as more or less one and the same, or in cahoots. They see both groups as more interested in serving themselves than serving the public. They are mostly young and low-income — and their distancing from the news and conversations around news may perpetuate their low-income status. They are slightly more likely to be politically conservative, but plenty are not. More are women than men, possibly because women do have more of a time crunch because of family obligations. There is not a lot of difference among racial or ethnic groups. Most news avoiders are not part of, and likely did not grow up in, high news consuming communities. They don’t work at desk jobs, where there’s time to surf news sites and where coworkers talk about current events. “They were sort of on their feet and service industry jobs, or they were working with builders or other kinds of roles where that just wasn't even an option,” noted Toff, who is now an associate professor at Minnesota’s Hubbard School of Journalism & Mass Communication. But, we asked, news is everywhere. How can people avoid something so omnipresent? Other than squeezing their eyes shut and plugging their fingers in their ears? It turns out it’s actually pretty easy. It might be those of us who are big news consumers who are the outliers. Toff told us that some news avoiders do get a bit of incidental exposure, say if a TV is on in the background at a place where they grab lunch. Or headlines they glimpse while commuting (if anyone still reads the news on a bus or subway nowadays.) But most truly avoid the news and they tend to consume little to no social media, further insolating them from current events. Given that the social media platforms are now emphasizing less journalism, it’s easier for them to keep news-feeding algorithms at bay. Some do turn to alternative non-journalistic sources of information, like Infowars. But even that’s not the norm for the true avoiders. Toff, who did much of the research for his book several years ago while at the Reuters Institute for the Study of Journalism, has continued to study avoidance and the related challenge of declining trust in media. Most of what he finds, including that more and more people get their news in short snippets or from sites like Tiktok, worries him, as does the emphasis news outlets place on “engaging” their members and subscribers, rather than redoubling efforts to engage with the broader world. It makes him worry about the future of journalism — and for an interconnected democratic society for that matter. “There are things that journalism does for society that no other institution can do, but it can really only survive if it has support from the public,” Toff said. “I just worry that the growing disconnection from journalism doesn't bode well for the future.” Welcome to POLITICO Nightly. Reach out with news, tips and ideas at nightly@politico.com. Or contact tonight’s author on X (formerly known as Twitter) at @JoanneKenen.
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