Back to overview

David Riegler, Editor FM4 #54 Radical rethinking, but how? Digitalisation has brought about a massive change in media use, which is particularly noticeable among the younger generation, the digital natives. If we want to reach this group in the long term, we have to radically rethink. When it comes to information and news, young people want content that is above all authentic, clearly understandable and as concrete as possible. The massive oversupply of content and the ever-increasing speed of digital media use leave no time for a long greeting or, for example, images that are not immediately understood. When decisions are made within a few moments, every second counts.
That there is nevertheless room for longer and more playful formats in the digital world is shown by the development of audio media, especially podcasts. But here, too, the first rule is authenticity and an exciting selection of topics to keep users interested. Picking up people where they are means that we have to know and, above all, understand the reality of young people's lives far beyond statistical figures: from the music they listen to to the life questions they ask themselves. Youth culture is vibrant, critical and incredibly diverse.
The complex social media world that is a fixed part of young people's lives is dominated by a few and opaque corporations. We should create a transparent counter offer. There is no one-size-fits-all solution to the many hurdles of digitisation, from resource issues to legal options, but if we keep a close eye on the realities of young people's lives, we will continue to create engaging content for all ages.