Outlets seek fresh strategies as UK poll shows ‘news avoidance’ on the rise
GuardianMAR 15
UK: Government Joins Reddit as Social Media Strategy Shifts
Above: The Reddit logo is seen displayed on a smartphone with a UK Flag in the background. Image copyright: Avishek Das/SOPA Images/LightRocket via Getty Images
The Spin
Pro-establishment narrative
Since taking the reins as Starmer's Chief of Staff, Morgan McSweeney has sought to modernize government communication to engage with younger, increasingly news-averse audiences. Trust in traditional media is eroding, and Gen Z in particular consumes news in short, digestible formats via social media and podcasts. The government is adapting to ensure critical messages cut through the noise.
Establishment-critical narrative
New media amplifies misinformation, prioritizing viral content over truth and reducing complex issues to soundbites. Algorithm-driven echo chambers reinforce biases, eroding trust in expertise. While the government has certainly proved the need to redefine its communication strategy following a series of own goals — doubling down on an unhealthy social media trend is not the right answer.