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Hello. Could anyone explain to me what "passing attempt" means?

I found the phrase in an article that criticize the movie critics, arguing they are outmoded and no longer match the "cinematic appetite" of the majority of the viewing public.

The phrase is found in the following sentence: If the established media want to stay relevan, should their critics make a passing attempt to tune in to pop culture?

Please help, and thanks in advance.
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The context seems to say that the critics are making no effort at all to pay attention to pop culture. A passing attempt would be the smallest amount of effort possible.
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an attempt made when passing by, barely touching, superficial