Regardless of where they live, consumers want to stay aware of what’s happening in the world. As a result, they turn to international news to do so. They are driven by a desire to feel inspired and to educate themselves with fresh topics and perspectives, as well as to gain more insights into a topic of interest. They also seek out international news because it enables them to stay connected with family and friends who reside abroad, or to learn about the homelands of immigrants.
Scholars have observed that the amount of time and space dedicated to international news differs across countries based on what researchers call “determinants” of coverage. These determinants include factors such as economic and military clout, relevance to the domestic audience, and cultural proximity. This variance should not be taken as evidence of national governments meddling in or dictating journalistic content, but rather a particular manifestation of existing news values such as relevance.
The underlying tensions driving people’s need for international news are fear of extreme bias, which leads to the feeling that important events are being overlooked; and fear of being subjected to a barrage of negative news stories. As a result, they seek brands that are accessible, unbiased and trustworthy. These brands are able to provide them with the necessary information to overcome their fears, and ultimately, achieve their desire for freedom. To do so, these brands must be fast on the scene and able to provide a range of different perspectives that reflect the nuances of an event.