This report presents the findings of a series of focus group discussions that the Samir Kassir Foundation (SKF) held in Jordan in August-September 2021. The focus groups aimed to assess how young Jordanian men and women, aged 18-25, perceive the independent, nascent media scene in their country. The report is part of SKF's contribution to the CFI-led and EU-funded D-Jil project to support youth-oriented independent media in the MENA region.

Qualitative research around the same topic had previously been published about youth and independent media in Lebanon, Tunisia, and Morocco.

These findings can serve as advice to Jordanian independent outlets who wish to produce more engaging content, and increase their reach and credibility:

1- Digital media overshadowed offline media for several reasons. In Jordan’s case, trust was the primary factor and a reoccurring theme during the focus group discussions. Offline media was often associated with the status quo and therefore, inspired little to no credibility for the participants.

2- Speed and accessibility were also important factors, and this was reflected even within the digital media scene. Content produced by outlets such as 7ibr was perceived as lengthy and time consuming. Attendees favored quick and straight to the point content.

3- Participants’ preference towards social media indicates the need for a perception of control over the content they consume, a feeling they greatly crave due to their distrust of the government as well as traditional media outlets. However, this is a double-edged sword as it leaves them vulnerable to echo chambers, given the way social media algorithms operate.

4- Participants appreciated content that is daring and offers perspectives that do not conform to the norm.

5- Participants showed a high level of awareness of the amounts of corruption and self-censorship within the country.

6- Topics of interest were limited to news, with some urban attendees mentioning cultural/artistic content.

7- Text-only pieces were disliked due to their unengaging nature when compared to audio/video content. In addition, short, straight to the point content was mostly preferred. However, clickbait or misleading titles were severely rejected.