Swedish research offers suggestions for better reporting on disadvantaged areas

By Belenn Rebecka Bekele

Program Manager

Schibsted Media Group

Stockholm, Sweden

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In 2023, a study by IN/LAB and Järvaveckan Research shed light on a concerning reality: Half of Swedes in socio-economically disadvantaged areas believe news reporting worsens the public perception of them and their neighbourhoods. Across the country, these areas are home to more than half a million people.

This finding aligns with our previous, qualitative research at IN/LAB (Schibsted and the Tinius Trust's joint inclusion lab), highlighting residents' perceptions of the media working against them rather than serving their needs.

Unfortunately, these findings are consistent with global trends.

According to a study by the Reuters Institute (2023), disadvantaged communities in countries such as the United States and United Kingdom, share a similar perspective on the failings of the news media, with many viewing these failings as primarily linked to how people like them are portrayed in the media.

These discoveries compelled us at IN/LAB to take action, prompting us to delve deeper into the underlying causes of these perceptions in order to catalyse meaningful change.

Beyond experts

Driven by our belief in collaborative co-creative processes, we created Beyond Experts, a programme where we engaged solution-oriented experts with relevant lived and professional experiences in Stockholm's socio-economically disadvantaged areas.

Our aim was to deepen our understanding of the perceptions of news media, moving beyond discussions of challenges and exploring ways to address them.

IN/LAB aimed to deepen its understanding of the perceptions of news media through its co-create Beyond Experts programme.

The group collaborated closely with us and editorial staff from Schibsted's Swedish newsrooms - Svenska Dagbladet, Omni, and Aftonbladet - over a two-month period. Its mission included three key objectives, all addressed through workshops and facilitated discussions:

1. Identify the main reasons for the perceptions of the news media in disadvantaged areas.
2. Propose actionable recommendations for our newsrooms.
3. Create a speculative future news experience that could address some of the identified reasons.

To start with, the group identified four underlying reasons for the perceptions of the news media:

1. It reinforces a negative narrative.

News media is seen as reinforcing a negative narrative about disadvantaged areas by allowing politicians and the police to shape the media agenda, framing residents as the problem rather than part of the solution.

2. It does not examine power equally.

News media is perceived to apply unequal scrutiny to powerful actors, with those in disadvantaged areas facing heightened levels of scrutiny. Furthermore, this scrutiny frequently extends to affect entire communities in disadvantaged areas.

3. It fails to depict reality.

News media's coverage of disadvantaged areas diverges from residents' reality, raising concerns about its failure to accurately, impartially, and comprehensively depict these areas. In this regard, concerns arise that journalistic principles are being sidelined.

4. It fails in diversity and inclusion.

News media organisations are criticised for falling short of their stated diversity and inclusion goals. The lack of understanding within the journalist community regarding these areas raises concerns about the portrayal of important current issues such as gang violence, which is perceived as lacking in empathy and nuance.

To ground and affirm the identified reasons with local communities across Stockholm, we organised focus groups at youth centres and conducted a community event for adults. Through these engagements, it became apparent that the sentiments expressed by the experts resonated with a broader audience.

Moving beyond challenges

Whether our Swedish newsrooms at Schibsted agree with the identified reasons or not, the more pertinent question that we wanted our newsrooms to consider was this: Are we satisfied with the perceptions held by large groups of current and potential media consumers?

The short answer was no.

Therefore, as the second step in our collaborative process, we developed a set of recommendations in close partnership with selected editorial staff for our newsrooms to consider.

Five recommendations were presented:

1. Expand the understanding of an "expert."

It is recommended that news media organisations diversify their sources and be more deliberate in selecting individuals to share their perspectives or commenting on news reports concerning disadvantaged areas. This can ensure a diverse representation of various profiles and perspectives, enabling news consumers to have a broader range of viewpoints and empowering them to form their own opinions.

2. Engage in building long-term relationships.

News media organisations are advised to cultivate long-term relationships with residents in disadvantaged areas. By investing in these relationships, journalists can expand their networks, among other benefits. This not only fosters stronger connections with communities but also helps to bolster trust in the media and journalists.

3. Invest more in systematic diversity, inclusion, and belonging (DIB) efforts.

DIB efforts lie at the heart of addressing several of the identified underlying reasons for the perceptions of news media. Therefore, news organisations should focus more on a systematic approach which entails (but is not limited to) recruitment, on- the-job training, and company culture to enhance the organisation's credibility and relevance.

4. Explore new technology for examining those in power.

It is recommended news media organisations explore and leverage modern technologies like AI to help examine public statements made by those in power regarding disadvantaged areas. For example, it is believed technology can enable a more systematic approach to verify and present facts in relation to political statements.

5. Include more perspectives and topics.

To enhance the relevance of news concerning disadvantaged areas, it is recommended news organisations adopt a more inclusive approach to news reporting by incorporating a broader spectrum of perspectives and topics. This shift is deemed crucial as the current narrow focus, which often revolves around themes such as crime and violence, distorts reality.

Our newsrooms are currently working on how to implement selected recommendations in their respective operations. We are excited to follow their progress and provide support throughout their journey.

While our work has been tailored to the Swedish context, we believe that these recommendations hold broader relevance. Therefore, we encourage news media organisations in other countries to explore how these recommendations might resonate with both current and potential audiences from disadvantaged communities.

By doing so, we hope that, as an industry, we can create more inclusive and impactful journalism.

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About Belenn Rebecka Bekele

Belenn Rebecka Bekele is program manager at Schibsted Media Group in Stockholm, Sweden. Belenn can be reached at [email protected].

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