‘Shoulda, Coulda, Woulda’: Young Swiss audiences’ attitudes, expectations and evaluations of audiovisual news and information content and the implications for public service television

Abstract

Public service media (PSM) are still seen in most European countries as a core means of informing citizens of all ages. Nevertheless, PSM struggle to reach young audiences, who are often characterised as news-avoidant or news-deprived. This article asks what meaning the news and information offered by PSM have for young people. The qualitative study describes young people’s attitudes and expectations regarding audiovisual news and information content through observation of their media usage habits in an experimental setting. It provides insights regarding how young people find and select news in today’s digital media environment and highlights opportunities for PSM providers to reach and engage with young audiences more effectively.