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The National Threat of News Deserts

By: Giuliana Vallejo
In an age of abundant information and technological advancement, misinformation runs rampant both online and offline in even the most economically powerful cities. However, in communities with limited access to credible local news outlets, known as “news deserts,” the threat of false news creates unequal opportunities when it comes to voting and representation. The downfall of local newspapers and other regional media that put national issues into context for local communities, has created a vacuum of information, greater mistrust in mainstream news sources and the opportunity got the rise of often biased news startups and non-traditional media.
News Deserts: An Overview
News deserts are counties without a locally based source of news. According to a recently released report from Northwestern University’s Local News Initiative, there are 206 counties across the country without any news source, up from 204 last year, and there are 1,561 counties with only one source for news. Altogether, this means that almost 55 million people in the United States live in an area with little or no access to local news. While news deserts are spread throughout the entire country, this phenomenon is especially common in low-income areas in the South and Midwest.
Cause and Effect
With the steady decline of journalism – such as the consolidation of major media channels and the collapse of local media – the authentic coverage of local news could be in danger. Local journalism contributes to the credibility of not only local news but also builds community trust in national and global news sources. Unfortunately, careers in journalism are becoming increasingly rare, and large global outlets have become one of the few secure and financially stable places to pursue journalism as a career, meaning many local journalists are either leaving the field or not entering it at all.
The rise of social media has also contributed to the growth of news deserts, as social media platforms have started to supersede the more personal and first-hand means of collecting and sharing information commonly delivered via traditional journalism.
This means that there are fewer credible sources to cover pressing local issues and organizations, creating a vacuum of information. Without news outlets to promote democracy at a local level, communities are left without sufficient information to make educated decisions about voting and other significant decisions they face. This extreme lack of coverage of national news in certain states has influenced political outcomes, especially in national elections where areas with news deserts simply tend to vote along party lines or not at all.
Emergence of non-traditional media
Social media now has a much larger influence on politics and the spread of information in general thanks to the decline in local news. While this medium can be used to raise awareness of local issues, the content shared can also be manipulated.
As news deserts and users’ dependence on social media have grown, so too has the resourcefulness of many of these communities that lack local sources of information. Non-traditional forms of media, such as news startups that cater to hyperlocal perspectives of politics, have filled the gap. While these provide increased accessibility to communities that would otherwise be left in the dark, they can also lead to biased opinions and misinformation being shared as fact.
Addressing news deserts
As a public relations firm, part of The TASC Group’s mission is to combat misinformation by elevating communities that have historically been silenced and the organizations that serve them. In a country where news deserts are growing, it’s important to find ways to share information with communities that need it through both public relations and media relations. By working with credible local news sources to increase the spread of important community information, PR professionals can play a role in closing news information gaps and rebuilding local media into trustworthy sources.