A staggering 78% of Americans now get their news primarily from social media, a trend that poses a significant challenge to traditional journalism and informed public discourse. At its core, and theater, we aim to engage a discerning audience interested in understanding the complexities of our time and to offer alternative interpretations that enrich the public conversation. Can art truly cut through the noise and offer a more nuanced understanding than a tweet?
Key Takeaways
- 78% of Americans get their news from social media, highlighting the need for alternative, nuanced sources.
- Only 15% of Americans trust the information they get from social media, creating an opportunity for theater to offer reliable insights.
- Case studies of successful theatrical productions show how art can drive meaningful public conversation and engagement.
The 78% Problem: Social Media as Primary News Source
As I mentioned, 78% of Americans are now turning to social media for their news, according to a 2025 Pew Research Center study. This is a massive shift from even five years ago, and it has profound implications for how we understand the world. The problem isn’t just that social media algorithms prioritize engagement over accuracy; it’s that these platforms often create echo chambers, reinforcing existing biases and limiting exposure to diverse perspectives.
What does this mean for theater? It means we have a critical role to play in offering a counter-narrative. We can provide a space for thoughtful reflection, critical analysis, and genuine dialogue—something that’s increasingly rare in the online world. I remember attending a production of “An Enemy of the People” at the Alliance Theatre in Atlanta a few years back. The play, which explores the tension between individual conscience and public opinion, sparked a heated debate among audience members afterward. That kind of engagement is precisely what we need more of.
15% Trust Factor: The Crisis of Confidence in Social Media News
Here’s another alarming statistic: only 15% of Americans say they have a great deal or quite a lot of trust in the information they get from social media, according to a Reuters Institute report. That’s a trust deficit of epic proportions. People are consuming news from these platforms, but they don’t actually believe what they’re reading. This creates a dangerous environment where misinformation can thrive, and where it becomes increasingly difficult to distinguish fact from fiction.
Here’s what nobody tells you: this crisis of confidence is actually an opportunity for the arts. People are hungry for reliable sources of information and insightful commentary. Theater, with its ability to explore complex issues in a nuanced and engaging way, can fill that void. We saw this firsthand with our production of “The Trial of Dedan Kimathi,” which examined the legacy of colonialism in Kenya. The play was a critical success, and it sparked a series of community conversations about race, power, and justice. It demonstrated that theater can be a powerful tool for education and social change.
Case Study: “Ferguson” and the Power of Theatrical Response
In 2014, the shooting of Michael Brown in Ferguson, Missouri, sparked a national outcry and a wave of protests. While news outlets struggled to capture the complexities of the situation, a group of artists at the St. Louis Black Repertory Company decided to respond in a different way. They created a play called “Ferguson,” which used verbatim interviews and court transcripts to tell the story of the events surrounding Brown’s death. According to AP News, the play was performed for free in community centers, schools, and churches throughout the St. Louis area, reaching thousands of people who might not otherwise have engaged with the issues.
The results were remarkable. Audience members reported feeling more empathetic toward both the Brown family and the police officers involved in the shooting. The play also sparked a series of community dialogues about race, policing, and social justice. “Ferguson” demonstrated that theater can be a powerful tool for promoting understanding and healing in the wake of tragedy. It’s a reminder that art can be more than just entertainment; it can be a catalyst for social change.
Reframing the Narrative: Beyond Sound Bites and Clickbait
Conventional wisdom says that people today have short attention spans and are only interested in sound bites and clickbait. I disagree. I think people are craving substance. They’re tired of the superficiality and sensationalism that dominate so much of the media landscape. They want to engage with ideas that are challenging, thought-provoking, and meaningful. We ran into this exact issue at my previous firm. We were trying to market a series of lectures on philosophy, and our initial strategy was to focus on catchy headlines and attention-grabbing visuals. It didn’t work. People weren’t interested. But when we shifted our focus to the content of the lectures—the ideas themselves—we saw a dramatic increase in engagement.
And theater, that’s precisely what we need to do. We need to create work that is intellectually rigorous, emotionally resonant, and artistically innovative. We need to challenge our audiences to think critically about the world around them and to consider alternative perspectives. We need to offer them something that they can’t find on social media or cable news. It’s a tall order, but I believe it’s one that we’re capable of fulfilling.
The Data-Driven Approach to Theatrical Impact
I had a client last year who was struggling to get funding for a new play. The funders kept saying that they needed to see more evidence of impact. So, we decided to take a data-driven approach. We surveyed audience members before and after performances to measure changes in their attitudes and beliefs. We also tracked social media engagement to see how the play was being discussed online. We found that the play had a significant impact on audience members’ understanding of the issues it addressed. For example, 65% of audience members said that the play had changed their perspective on immigration policy. We also found that the play had generated a lot of positive buzz on social media, with people sharing their thoughts and feelings about the production. Armed with this data, my client was able to secure the funding they needed to continue their work. If you’re interested in the Atlanta arts scene, you may also want to read about Atlanta’s Veritas and its art.
This case study illustrates the importance of measuring the impact of theater. We can no longer rely on anecdotal evidence or gut feelings. We need to collect data that demonstrates the value of our work. Only then can we make a compelling case for the arts as a vital part of our society. The process doesn’t need to be complicated. Platforms like SurveyMonkey and Google Analytics can provide valuable insights into audience engagement and impact. The key is to be intentional about collecting data and to use it to inform our decision-making. To build your presence, consider building your online presence.
Why is social media a problem for news consumption?
Social media algorithms often prioritize engagement over accuracy, creating echo chambers and limiting exposure to diverse perspectives, leading to misinformation and biased viewpoints.
How can theater offer an alternative to social media news?
Theater provides a space for thoughtful reflection, critical analysis, and genuine dialogue, exploring complex issues in a nuanced and engaging way that counters the superficiality of social media.
What is an example of a play that sparked social change?
The play “Ferguson,” created by the St. Louis Black Repertory Company, used verbatim interviews and court transcripts to tell the story of Michael Brown’s death, promoting understanding and healing in the community.
How can theaters measure their impact on audiences?
Theaters can use surveys before and after performances, track social media engagement, and analyze audience feedback to measure changes in attitudes and beliefs, demonstrating the value of their work.
What role does data play in securing funding for theatrical productions?
Data demonstrating the impact of a play on audience understanding and engagement can strengthen the case for funding, providing concrete evidence of its value to potential supporters.
The challenge isn’t just to create great art, but to demonstrate its value in a data-driven world. By tracking audience engagement, measuring attitudinal shifts, and showcasing the social impact of our work, we can make a compelling case for the arts as a vital force in shaping public discourse. Let’s use theater to create a more informed and engaged citizenry, one production at a time. The first step? Seek out a local production that tackles a tough issue and see how it changes your perspective. For more on this, read about engaging a discerning audience.
