“Let me tell you what we heard from young people. They want to be intellectually challenged.”
That was the message Shamma Al Mazrui, UAE Minister of State for Youth, told an audience of hundreds at the inaugural Global Media Congress.
Sharing findings of a survey that questioned younger generations from across the Middle East with anecdotes from her own conversations and family life, she told the audience that young people were not looking for an echo chamber.
"They don't want an algorithm that confirms what they already believe.”
The event, held in Abu Dhabi, gathered more than 1,200 media industry experts, influencers and investors to discuss the future of media, new trends and innovations in news. These were the men and women charged with creating the shape of media to come. And who else is that content for, if not for young audiences?
The 'big question'
Standing by The National’s exhibition space, greeting passers-by with an invitation to try our branded NFT creator tool, I was approached by a group of bright young women who asked first what my job was, then, second ― and impressively direct: what are you doing to create content for Gen Z?
It couldn’t have been more timely, not least because of the event’s thought-provoking keynote speech, but because as head of audience, leading our international social team, I have been immersed in research and workshops exploring the ways to understand, reach and meet the needs of "Zoomers".
Born in the late 1990s and 2000s and sandwiched between Millennials and Alphas, the cohort was almost called the iGeneration. A fitting moniker for the band of youth that is defined not by global political events like previous generations but by the technology it has never lived without.
The cut-off point between Millennials and Gen Z, as decided by consensus according to Pew Research, is currently 1996. For people born after this date, a culture of digital connectivity is ubiquitous.
Connectivity means communication and content. Endless streams of it. For publishers this works for us and against us. “Always on” means more eyeballs to catch (not literally, of course) but more noise to shout through.
Turning off the TV
Now back to Mariam Eldaly’s pressing question at the congress. The Middlesex University Dubai student was straight to the point, she wants to know how we are serving her and her peers. Of course I couldn’t give a short answer, but her fellow students listened attentively all the same.
TL;DR: research, formats, platforms, creativity, outreach and YOU.
An alarming amount of audience research in recent years seems to scream that younger audiences are turning off the news, no longer coming to dedicated websites or apps and turning off the TV. Add to that, the proliferation of influencers, dance routines, lip-syncs and short-form content of all kinds, and it paints a worrying picture for those of us in the business of news.
But that’s broad brushstrokes and the reality is far more nuanced. Zahrah Khan, a journalism student and one of the trio of keen students, said news just needed to be more engaging.
“Because of things like climate change, decisions now affect us more than anyone else, so we need to know what’s happening. We just want to know in interesting ways,” she said.
Are attention spans waning?
Craft researchers, who are behind The Kaleidoscope report on young people’s relationship with news, said Gen Z has always lived in a world where they are a participant in the internet.
“For young people news is not just digital, but social. They have grown up with the social, participatory web, which has conditioned their consumption behaviours, brand perceptions and attitude towards information."
The report also warns that attention spans are waning, but this is "at best misconstrued and at worst, a myth", according to Mark Egan and Justin Kings, who run specialist training courses for the European Broadcasting Union. Their viewpoint echoes Larry Milstein's, a consultant for companies looking to reach out to Gen Z: “Gen Zers have an uncanny ability to filter content.”
There are stats (we love them) that support this as a wider view. Research across 46 countries by Reuters Institute for Journalism found 43 per cent of 18-24s say that social media is their main source of news. They’re on social media for up to three hours a day. The 25-34 bracket is not far behind with 36 per cent saying social media is their main news source too.
No surprises there right? The same research found the younger generation is losing its connection with news apps and websites, suggesting they want their news to come to them in their feeds. So the carefully considered Editor’s Picks, big splashes and balanced paragraphs are lost in a space shaped by closely guarded algorithms tweaked and changed at the behest of a powerful few.
Vertical video is king
It’s been a heady month for social media headlines. Twitter seemingly descending into chaos since the Elon Musk buyout; functions axed along with its staff. Meta making record-breaking redundancies with much of its respected news products made redundant too. Ask any social media manager and they’ll tell you it is yet another month of many filled with platform tweaks and algorithm changes challenging every strategy going. If you didn’t get the memo: everyone needs to do vertical video everywhere.
Again not breaking news. But what needs to be new ― and now ― is a platform that recognises the Zoomer need for meaningful content that surprises them, smashes echo chambers and most of all asks and answers the most pressing questions in the most direct ways.
As Ms Al Mazrui said: “They want to be able to answer life's most pressing questions. They want to be able to find meaning to finding solutions for their society and their generation’s problems and they want a media from which they can borrow real-life experiences, and risk-free rehearsals of life without going through it.”
Find us on social: Facebook / Twitter / TikTok / Instagram / Telegram and our new baby: @thenationalimpact
KILLING OF QASSEM SULEIMANI
More on animal trafficking
Killing of Qassem Suleimani
More on Quran memorisation:
Killing of Qassem Suleimani
THE%20SPECS
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The specs: McLaren 600LT
Price, base: Dh914,000
Engine: 3.8-litre twin-turbo V8
Transmission: Seven-speed automatic
Power: 600hp @ 7,500rpm
Torque: 620Nm @ 5,500rpm
Fuel economy 12.2.L / 100km
Killing of Qassem Suleimani
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
Mohammed bin Zayed Majlis
THE SPECS
Engine: 1.6-litre turbo
Transmission: six-speed automatic
Power: 165hp
Torque: 240Nm
Price: From Dh89,000 (Enjoy), Dh99,900 (Innovation)
On sale: Now
Killing of Qassem Suleimani
Where to donate in the UAE
The Emirates Charity Portal
You can donate to several registered charities through a “donation catalogue”. The use of the donation is quite specific, such as buying a fan for a poor family in Niger for Dh130.
The General Authority of Islamic Affairs & Endowments
The site has an e-donation service accepting debit card, credit card or e-Dirham, an electronic payment tool developed by the Ministry of Finance and First Abu Dhabi Bank.
Al Noor Special Needs Centre
You can donate online or order Smiles n’ Stuff products handcrafted by Al Noor students. The centre publishes a wish list of extras needed, starting at Dh500.
Beit Al Khair Society
Beit Al Khair Society has the motto “From – and to – the UAE,” with donations going towards the neediest in the country. Its website has a list of physical donation sites, but people can also contribute money by SMS, bank transfer and through the hotline 800-22554.
Dar Al Ber Society
Dar Al Ber Society, which has charity projects in 39 countries, accept cash payments, money transfers or SMS donations. Its donation hotline is 800-79.
Dubai Cares
Dubai Cares provides several options for individuals and companies to donate, including online, through banks, at retail outlets, via phone and by purchasing Dubai Cares branded merchandise. It is currently running a campaign called Bookings 2030, which allows people to help change the future of six underprivileged children and young people.
Emirates Airline Foundation
Those who travel on Emirates have undoubtedly seen the little donation envelopes in the seat pockets. But the foundation also accepts donations online and in the form of Skywards Miles. Donated miles are used to sponsor travel for doctors, surgeons, engineers and other professionals volunteering on humanitarian missions around the world.
Emirates Red Crescent
On the Emirates Red Crescent website you can choose between 35 different purposes for your donation, such as providing food for fasters, supporting debtors and contributing to a refugee women fund. It also has a list of bank accounts for each donation type.
Gulf for Good
Gulf for Good raises funds for partner charity projects through challenges, like climbing Kilimanjaro and cycling through Thailand. This year’s projects are in partnership with Street Child Nepal, Larchfield Kids, the Foundation for African Empowerment and SOS Children's Villages. Since 2001, the organisation has raised more than $3.5 million (Dh12.8m) in support of over 50 children’s charities.
Noor Dubai Foundation
Sheikh Mohammed bin Rashid Al Maktoum launched the Noor Dubai Foundation a decade ago with the aim of eliminating all forms of preventable blindness globally. You can donate Dh50 to support mobile eye camps by texting the word “Noor” to 4565 (Etisalat) or 4849 (du).
The National's picks
4.35pm: Tilal Al Khalediah
5.10pm: Continous
5.45pm: Raging Torrent
6.20pm: West Acre
7pm: Flood Zone
7.40pm: Straight No Chaser
8.15pm: Romantic Warrior
8.50pm: Calandogan
9.30pm: Forever Young
MOUNTAINHEAD REVIEW
Starring: Ramy Youssef, Steve Carell, Jason Schwartzman
Director: Jesse Armstrong
Rating: 3.5/5
How much do leading UAE’s UK curriculum schools charge for Year 6?
- Nord Anglia International School (Dubai) – Dh85,032
- Kings School Al Barsha (Dubai) – Dh71,905
- Brighton College Abu Dhabi - Dh68,560
- Jumeirah English Speaking School (Dubai) – Dh59,728
- Gems Wellington International School – Dubai Branch – Dh58,488
- The British School Al Khubairat (Abu Dhabi) - Dh54,170
- Dubai English Speaking School – Dh51,269
*Annual tuition fees covering the 2024/2025 academic year
RESULTS
Main card
Bantamweight 56.4kg: Mehdi Eljamari (MAR) beat Abrorbek Madiminbekov (UZB), Split points decision
Super heavyweight 94 kg: Adnan Mohammad (IRN) beat Mohammed Ajaraam (MAR), Split points decision
Lightweight 60kg: Zakaria Eljamari (UAE) beat Faridoon Alik Zai (AFG), RSC round 3
Light heavyweight 81.4kg: Taha Marrouni (MAR) beat Mahmood Amin (EGY), Unanimous points decision
Light welterweight 64.5kg: Siyovush Gulmamadov (TJK) beat Nouredine Samir (UAE), Unanimous points decision
Light heavyweight 81.4kg: Ilyass Habibali (UAE) beat Haroun Baka (ALG), KO second round
KILLING OF QASSEM SULEIMANI
Company%C2%A0profile
%3Cp%3E%3Cstrong%3ECompany%20name%3A%20%3C%2Fstrong%3ETuhoon%0D%3Cbr%3E%3Cstrong%3EYear%20started%3A%20%3C%2Fstrong%3EJune%202021%0D%3Cbr%3E%3Cstrong%3ECo-founders%3A%20%3C%2Fstrong%3EFares%20Ghandour%2C%20Dr%20Naif%20Almutawa%2C%20Aymane%20Sennoussi%0D%3Cbr%3E%3Cstrong%3EBased%3A%20%3C%2Fstrong%3ERiyadh%0D%3Cbr%3E%3Cstrong%3ESector%3A%20%3C%2Fstrong%3Ehealth%20care%0D%3Cbr%3E%3Cstrong%3ESize%3A%20%3C%2Fstrong%3E15%20employees%2C%20%24250%2C000%20in%20revenue%0D%3Cbr%3EI%3Cstrong%3Envestment%20stage%3A%20s%3C%2Fstrong%3Eeed%0D%3Cbr%3E%3Cstrong%3EInvestors%3A%20%3C%2Fstrong%3EWamda%20Capital%2C%20Nuwa%20Capital%2C%20angel%20investors%3C%2Fp%3E%0A
UAE currency: the story behind the money in your pockets
Who has been sanctioned?
Daniella Weiss and Nachala
Described as 'the grandmother of the settler movement', she has encouraged the expansion of settlements for decades. The 79 year old leads radical settler movement Nachala, whose aim is for Israel to annex Gaza and the occupied West Bank, where it helps settlers built outposts.
Harel Libi & Libi Construction and Infrastructure
Libi has been involved in threatening and perpetuating acts of aggression and violence against Palestinians. His firm has provided logistical and financial support for the establishment of illegal outposts.
Zohar Sabah
Runs a settler outpost named Zohar’s Farm and has previously faced charges of violence against Palestinians. He was indicted by Israel’s State Attorney’s Office in September for allegedly participating in a violent attack against Palestinians and activists in the West Bank village of Muarrajat.
Coco’s Farm and Neria’s Farm
These are illegal outposts in the West Bank, which are at the vanguard of the settler movement. According to the UK, they are associated with people who have been involved in enabling, inciting, promoting or providing support for activities that amount to “serious abuse”.
PROFILE OF SWVL
Started: April 2017
Founders: Mostafa Kandil, Ahmed Sabbah and Mahmoud Nouh
Based: Cairo, Egypt
Sector: transport
Size: 450 employees
Investment: approximately $80 million
Investors include: Dubai’s Beco Capital, US’s Endeavor Catalyst, China’s MSA, Egypt’s Sawari Ventures, Sweden’s Vostok New Ventures, Property Finder CEO Michael Lahyani
RESULT
Manchester United 2 Burnley 2
Man United: Lingard (53', 90' 1)
Burnley: Barnes (3'), Defour (36')
Man of the Match: Jesse Lingard (Manchester United)
The biog
Name: Marie Byrne
Nationality: Irish
Favourite film: The Shawshank Redemption
Book: Seagull by Jonathan Livingston
Life lesson: A person is not old until regret takes the place of their dreams
How to get there
Emirates (www.emirates.com) flies directly to Hanoi, Vietnam, with fares starting from around Dh2,725 return, while Etihad (www.etihad.com) fares cost about Dh2,213 return with a stop. Chuong is 25 kilometres south of Hanoi.
More from Neighbourhood Watch
The burning issue
The internal combustion engine is facing a watershed moment – major manufacturer Volvo is to stop producing petroleum-powered vehicles by 2021 and countries in Europe, including the UK, have vowed to ban their sale before 2040. The National takes a look at the story of one of the most successful technologies of the last 100 years and how it has impacted life in the UAE.
Read part four: an affection for classic cars lives on
Read part three: the age of the electric vehicle begins
Read part one: how cars came to the UAE
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