Whether it’s from television, websites or social platforms, English-language international news is an integral part of consumers’ day. Consumers look for a range of perspectives on key issues, requiring a balance of differing viewpoints and detailed information in order to begin forming their own opinions on a subject. As a result, they are most likely to consume international news in the evening and on weekends.
As a category, international news has received considerable scholarly and professional attention for its unique relationship to journalism values. Analyses have highlighted that traditional news values tend to reinterpret in the context of international news, with a tendency toward geocentricity and regionalism. Additionally, the amount of coverage a country receives is largely influenced by its relationship and history with domestic media outlets. Emerging countries from the Global South, in particular, are underrepresented as a result of this.
In this context, the brand attributes of ‘objectivity’ and ‘altruism’ are especially important in establishing trust with consumers. A desire for impartiality – representing all sides of events – and accuracy align closely with the highest journalistic standards and highlight that the quality of content is paramount. Additionally, a consistent focus on inspiring stories is of high importance to international news brands. In this sense, consumers are particularly interested in the work of individuals like Greta Thunberg highlighting climate change and environmental activism. Consequently, a sense of urgency and personal accountability in the face of global challenges is driving consumption of international news for many.
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