Media
The young people like the press. without the lira
By Catherine MALLAVAL
They are really perfect, these young people who think that to read a newspaper is necessary "to include/understand what occurs in-depth" , "to follow the topicality" , "to develop its critical spirit" , "to form an opinion" . They are really delicious, these 15-25 years recently probed by institute BVA (1) which, when they look at a television news, mainly affirm (74 %) to want to know some "more about certain tackled subjects." And thus to precipitate with the kiosk? Stop. That the newspaper industry and more particularly the daily newspapers (paying) is not delighted too quickly.
Admittedly, a little more half of the young people estimate that the free newspapers "are not at the level of the paying newspapers". But they judge in same time that they "are enough to get information ". Then, if the 15-25 years can answer pleasantly questions about the image which they have of the press, the practice is far from following.
Internet at the head. The young people, it is a fact, do not read or if little newspapers. Not a chance if 68 % of them state to have the impression that their generation is informed above all by television, where only 1 % of probed quote the newspaper industry. To despair: when it is asked them how, according to them, the young people will inform themselves in five years, here are which put the Internet at the head, follow-up the tele one and, very far behind, of the newspaper industry and the radio.
Why? What to make? It is all the object of first Assises newspaper industry and youth which were held Saturday in Bordeaux (to read opposite), on the initiative of (future) Foundation seeds of citizens, sleeping partner of the survey. A base of reflexion. Though... The young person, obviously, is not a being easy to encircle.
Impossible indeed to undoubtedly know what would more give him desire for reading the newspapers, so much the claims are far from being unanimous. And in here are 38 % which would like that the tackled subjects relate to them more; 37 % which the journalists give more explanations; 33 % which them presentation is more tempting; 32 % that them price lowers, etc. And what are they funnier? And vlan for the generally accepted ideas: they are not which 22 % to wish it. Idem when one tries to make it hit-parade of their preferred subjects: the young person is completely dispersed.
"There still, stereotypes should be kept, summarize Jerome Sainte-Marie, of BVA. Just as it is false a good idea to want to make fun, lighter, merrier, to attract the young readers, parks with those which believe that the centers of interest of the 15-25 years, in fact very burst, are limited to the sport and the turnip-parts."
With the college. Then what? Can the editors of daily newspapers call some with the reflexes citizens of the 15-25 years? Once again, it is BOF. They are only 51 % to estimate that to read a newspaper pushes with going to the ballot boxes; 41 % to be estimated that that supports the fact of engaging in a political party, and 52 % to be suspected that that pushes to engage in an association.
For as much, and it is perhaps there the only fact really reassuring of this survey, this young person so difficult to attract does not require finally that to be allured. Or rather to learn how to like. Convinced (with 61 %) that to read the press "it is something which is learned" , it wishes massively (84 %!) that the reading and the study of the press make their entry in the school syllabus with the college and the college. Here it is thus, good calculation.
(1) Waves of investigations carried out between February the 13 and 21 auprès
of 504 young people from 15 to 25 years.