'News avoidance' should worry the media

Journalists wait to be addressed by a section of politicians at the Nairobi Serena hotel on February 13, 2023. [Elvis Ogina, Standard]

The traditional media is on throes of a 'mad' revolution. It could decimate it or strengthen it to beat the odds and cheer up to the challenge of digital disruption.

Media sector players now face the stark reality - having to make most difficult choices, often bordering on the undesirable. In my recent scholarly interaction with South Africa's journalism media lab of Wits University, one thing hit me - the extent to which independent journalism is threatened by 'news avoidance.'