In 2025, the Media and Journalism Research Center (MJRC) launched Who’s Listening?—a new flagship research initiative designed to dig deeper into the shifting patterns of how people consume, share, and think about news and information. Building on years of experience in media analysis and audience research, this program marks a significant departure from traditional media-centric studies by placing everyday information consumers—rather than news organizations—at the heart of the inquiry.
At a time when trust in journalism is under strain and audiences are increasingly turning to social media, influencers, and peer networks for news, Who’s Listening? seeks to better understand how individuals make sense of the information ecosystem surrounding them. The project examines the social, cultural, and political contexts in which people encounter news, as well as the motivations, habits, and attitudes that shape their choices. Are audiences actively seeking out professional journalism, or are they passively absorbing information through algorithm-driven feeds? Do they trust what they read, hear, and watch—and do they even know who is behind the content they consume?
Rather than focusing solely on media supply, Who’s Listening? investigates the demand side: how different communities—urban and rural, young and old, politically engaged or disengaged—navigate a fragmented media landscape. It explores how people distinguish (or fail to distinguish) between credible journalism and less reliable sources, and what role identity, social networks, and personal values play in shaping their information diets.
This research is not just academic. It has real-world implications for newsrooms, policymakers, and civil society actors striving to rebuild trust in journalism, promote media literacy, and strengthen the role of independent media in democracy. By listening closely to the public—particularly those audiences that media outlets often overlook—MJRC hopes to offer fresh insights into how journalism can remain relevant, responsive, and resilient in an age of information overload.
Who’s Listening? is more than a question; it’s a call to action for the media industry to step outside its echo chamber and reconnect with the people it serves. In doing so, MJRC aims to support a more inclusive, informed, and reflective media environment—one that begins not with broadcasting messages, but by understanding who is truly paying attention.
Read more about Who’s Listening? here.