‘They were just following me and giving me sugar’: Results from focus groups in four US cities

As more and more people get at least some of their news from social platforms, this study showcases perspectives on what the increasingly distributed environment looks like in day-to-day media lives. Drawing from thirteen focus groups conducted in four cities across the United States, we sample voices of residents who reflect on their news habits, the influence of algorithms, local news, brands, privacy concerns, and what all this means for journalistic business models.

While our overall study complicates any notion of a singular audience with singular wants, it offered insights from varied perspectives that may be of value for both publishers and platforms:

• Publishers and platforms interested in rebuilding and maintaining relationships of trust with audiences should invest in media literacy that includes a) skills for verifying brands, b) algorithm literacy, and c) privacy literacy. Effectively tackling these areas will require a shift in attitude and strategy for platform companies—reluctant companies should note the risk of losing users alienated by the opacity of their operations. However, it must be noted that algorithmic transparency is required before algorithmic literacy can be achieved.
• Platforms should note that strategies to prolong engagement by exposing users to perspectives only with which they agree may backfire as some people turn away from platforms due to perceived echo chambers.
• Additional research is needed to monitor existing efforts to increase the visibility of local news on social platforms, though there is likely a need for platform companies to do more in addressing this critical element of the news ecosystem.
• Platforms and other stakeholders committed to verification should take note of public skepticism regarding quick fixes to the challenge of fake news and the nuance required to not only address “imposter content” and “fabricated content,” but also the absence or presence of partisan content.
• Publishers should approach business models such as native advertising and sponsored links with caution given their potential to jeopardize relationships of trust with readers. However, additional research and a dedicated study of audience attitudes toward journalistic business models would be valuable.