How can complex topics be presented in a way that appeals to young people? The students on the Content Production & Digital Media Management study program have been working intensively on this question and have developed new formats that are geared towards the viewing and listening habits of young target groups. The result: online, video and audio formats that inform and entertain – and also have an impact on social media.
Social media as the main source of news
Young people consume news differently from previous generations. According to the Digital News Report 2024, 44.9% of 18 to 24-year-olds in Austria use social media as their preferred news source. Traditional media such as TV, radio or newspaper websites play a less important role for this age group. YouTube is the leading social media platform for news consumption with 20.5%, followed by Facebook with 20.3%.
Gaining attention in the digital world
However, the competition for attention on platforms such as Instagram, TikTok and YouTube is fierce. Only content that evokes emotion, is easy to understand and is tailored to the viewing and listening habits of the younger generation has a chance.
The role of algorithms
The platform’s algorithm also decides which posts are visible. Those who interact with the community and prepare content for the platform can increase their reach. The students explored these mechanisms in their projects – and showed how good journalism can reach young people.
Innovative approaches in practical projects
But how can quality journalism be heard in this environment? Students of the Content Production & Digital Media Management study program explored this question in four practical projects. The results of the projects are excellent examples of how relevant information can be produced with everyday relevance and a twinkle in the eye, without neglecting journalistic principles.