Category: Community Journalism Journal

Christina C. Smith

U.S. print newspapers are more than two decades into the emergent media era, and they continue to struggle with circulation and advertising revenue declines. However, print weekly newspapers across the United States have consistently remained viable to their communities. Drawing on newsroom observations and interviews with journalists, this study opens the door for more contemporary understanding of one of media’s most understudied topics by examining how news gets produced in small, rural U.S. communities – a news segment that has largely been sheltered from the declines experienced by their larger brethren. This study, which applies the theoretical frameworks of community journalism and sociology of news to the production of three small, rural U.S. weekly newspapers and their journalists, details how news produced in small communities is influenced by internal and external constraints. Simply put, small-town news is a social phenomenon. At a time in which community newspapers, including the weekly print press, remain the go-to media choice for local news – indicating high levels of trust from readers – and the larger daily newspapers continue to face accusations of intentionally producing misinformation as well as deal with continuous annual declines in circulation and advertising revenues, this researcher posits that maybe other types of journalisms can draw upon, and benefit from, the practices, strategies, and norms employed in small-town weekly newspapering production.

U.S. print newspapers are more than two decades into the emergent media era, and they continue to struggle. In its study on U.S. newspapers that was reported in June 2018, the Pew Research Center found newspaper circulations and advertising revenue have continued to decline for most of the industry.

But despite the ongoing turmoil that characterizes the contemporary U.S. print newspaper industry, print community newspapers across the United States have consistently remained viable and relatively stable (Knolle, 2016; Gallagher, 2017 Radcliffe & Ali, 2017; Still Kicking, 2018) in the digital age. Additional non-academic investigation has suggested the news community newspapers produce still matters and is significant to people in the communities they serve (Dalton, 2017; Masters, 2017). Most recently, community newspapers received recognition for their viability when Art Cullen, co-owner of the Iowa weekly newspaper The Storm Lake Times, was awarded a Pulitzer Prize for his editorial writing in which he challenged the corporate agricultural industry (Pulitzer, 2017).

In general, community newspapers in the United States continually remain an under-investigated segment of the media industry (Lowrey et al., 2008; Hatcher & Reader, 2012; Radcliffe & Ali, 2017). The above descriptive findings show print community newspapers are still important, even in a technologically transformed media era. Yet despite the importance of community newspapers as highlighted above, few contemporary scholars have provided theoretical and conceptual insight into how news gets produced by weekly newspapers in small, rural communities in the United States.

Under the community journalism and sociology of news theoretical frameworks, and drawing on newsroom observations and interviews with rural journalists, this study aims to examine the key practices, strategies, and norms of news production for news workers at three small-town weekly newspapers. Ultimately, the purpose of this study is to serve as a contemporary exemplar for how external and internal influences affect how news gets produced in small, rural U.S. communities.

Contextual Framework

Community Journalism

The term ‘community journalism’ was coined in 1961 by Kenneth Byerly, a former newspaper editor (Lauterer, 2006). The concept is a bit ambiguous, and is often considered the work of weekly newspapers, small dailies, and sometimes the alternative press (Byerly, 1961). But Hatcher and Reader (2012) have contended that community journalism extends beyond geography and circulation sizes, arguing that community journalism also includes the press that helps connect people who share similar interests and cultures.

In the United States, print journalism began with pamphlets, most of which were religious and political in nature, distributed during the colonial era. However, as settlers began to head west, so too did printers and writers. The frontier press was born out of necessity for small towns in the West (Karolevitz, 1985). This type of newspaper was different than the newspapers produced in larger cities like New York and Philadelphia. The function of the frontier press was primarily boosterism – promotion of the small town. Western newspapers would print multiple-page broadsheets that promoted their towns to attract new residents. The content of this type of news was local, showing that the town was vibrant, but the ads were specific to the metropolitan cities back East where the newspapers were distributed. Eventually, as settlers and modes of transportation moved west, the need for the frontier press diminished. However, the small-town newspaper’s purpose of boosterism never died.

According to Karolevitz (1985), it was in the late 1860s that a distinction was established between two types of newspapers – weeklies and those serving larger audiences. Owners and publishers of weekly newspapers established The Weekly Newspaper Association, quickly followed by the formation of The National Press Association by the owners of large daily newspapers. The creation of these two news organizations created a division between types of journalism (Karolevitz, 1985) that have grown wider over the past 155 years.

The scholarly literature on community journalism, specifically the small-town weekly newspaper, is limited compared to scholarship that focuses on larger daily newspapers. Foundational understanding of community journalism falls upon the works of Byerly (1961), Kennedy (1974), Lauterer (2006), and most recently, Reader and Hatcher (2011). Over the years, scholarly literature on community newspapers has emerged and provided conceptual understanding of community newspapers and their functions within their communities, including creating a sense of social cohesion for local people (Janowitz, 1952; Yomamoto, 2011), helping a person integrate into a community (Ball-Rokeach, Kim, & Mattei, 2001), and to serve as a communication system among community members (Edelstein and Larsen, 1960).

In their research on the role of the local press, Stamm (1985) and Robinson (2013) found that the newspaper creates a sense of connectedness to a community. Stamm also has suggested a person’s community civic involvement is influenced by his or her use of local media. Furthermore, Anderson (1991) has contended newspapers help create a sense of community for people simply by knowing everyone is reading about the same thing. Wotanis (2012) showed in her study on a newspaper moving its newsroom out of town that the weekly newspaper creates not only a sense of community, but it creates a sense of place for the audience.

Several scholars also have argued local community newspapers’ simply hold different functions than their larger brethren in big cities (Schramm & Ludwig, 1951; Olien, Donohue, & Tichenor, 1968; Emke, 2001). Normative theory posits that a newspaper’s primary function is to serve as a watchdog for the public in a democratic society (Kovach & Rosenstiel, 2001; Bender, Davenport, Drager & Fedler, 2016), and it does this by adhering to rules such as remaining free of conflicts of interests with sources and organizational economic needs (Wasserman, 2010), as well as being objective and independent (Ward, 2010).

But research on the role of the local newspaper has shown that community newspapers are different, primarily serving as advertising platforms for local businesses and providers of information about the local people, places, and events (Abbott & Niebauer, 2000; Emke, 2001). Abbott and Niebauer also have suggested local newspapers tend to mirror their communities rather than criticize them. Furthermore, Emke (2001), has suggested the primary role of the community newspaper is to create a sense of unity. But there are scholars who have contended the functions of the local press extend beyond advertising and unifying. Hindman and Beam (2014) have argued that another role of the local press – which is often neglected due to resource constraints, but vital to civic engagement in communities – is to provide conflict-oriented public affairs information. Donohue, Tichenor, and Olien (1980) have also theorized another function of the community newspaper, and that is it serves as a “guard dog” when community members disrupt the community balance.

Despite being an ambiguous term at times, scholars have routinely recognized that the ultimate difference between community newspapers and larger daily newspapers is the nearness they have with their audiences. Byerly, Robinson (2013), and Hatcher (2014) have argued that community journalism is about its connectedness with the audiences it serves. Lauterer has even coined community journalism as the “personal approach” because of the nearness the journalists and news organizations have with their communities.

In trying to solve the problems faced by larger daily newspapers in the digital age, scholars have suggested that larger newspapers turn to the journalistic practices of community papers. Altschull (1996) argued that larger newspapers are undergoing a crisis of conscience and can learn from the community journalism’s approach. Terry (2011) has argued that it is because community journalists do not embrace long-standing journalistic norms such remaining objective and detached that they have remained viable to their communities in the emergent media era. Meyrowitz (1995) dubbed the concept “local journalistic logic” in his research on the community press. Simply put, Meyrowitz contended that community journalists are close enough to their audiences that they know what readers want and are not afraid of seeking local leaders’ and readers’ input on news coverage – an argument recently supported by Kirch (2016) in his study on community newspapers and their willingness to cover third-party candidates more than other media segments. Terry has also gone so far as to suggest the community journalism approach is the future of journalism: To survive, he says, larger media must learn to be fully engaged – living, working and actively participating in the community they serve.

However, other scholars have argued the small-town newspapering approach to journalism does operate within constraints, notably those is community structure. Scholars have paid particular attention to the effects of community pluralism – the degree to which a community is diverse in demographics, ideas, and beliefs – on news content and news production (Berkowitz & TerKeurst, 1999; Donohue, Olien, & Tichenor, 1997; Hindman, 1996). It might be argued that journalists working in a small and relatively homogeneous community are more influenced by its structure than are their counterparts at larger newspapers both because individual community journalists produce a greater volume of local content and because they are themselves local residents (Howe, 2009). Both factors ultimately might influence what does and does not get reported and published.

In general, community newspapers, specifically small, weekly newspapers, are an understudied field of the media industry, and scholars have argued they deserve more study (Emke, 2001; Lowrey, Brozana, & Mackay, 2008; Hatcher & Reader, 2012; Radcliff & Ali, 2017). At a time in which descriptive data show, and are highlighted above, local community newspapers are remaining important to the communities they serve despite a chaotic media landscape, and this researcher contends it is crucial to contemporarily theorize the practices, strategies, and norms employed by these media in order to further understand the news produced in small, rural communities – a segment of the media industry that seems to be surviving, some cases thriving, in the digital era.

Sociology of News

In an attempt to understand community newspapers and their news, this research draws from the sociology of news interpretive lens, which assumes that news is socially constructed (Roshco, 1975) – meaning external and internal forces influence news and how it gets presented. This approach, which began to emerge in journalism studies in the 1970s with the work of trained sociologists with an interest in news, focuses on how news is constrained by journalistic routines (Tuchman, 1978/1997; Fishman, 1980), relationships with sources (Sigal, 1973; Gans, 1979; Berkowitz, 2009; Schudson,1989; Berkowitz and Beach, 1993), expectations of the news profession (Breed, 1955; Ryfe, 2012), organizational bureaucracies (Epstein, 1973), and newsroom interactions (Tunstall, 1971).

While the pool of scholarship aimed at understanding news and news production is rather large, this research is heavily guided by Shoemaker and Reese’s (2014) “Hierarchy of Influences” model in order to understand the forces that shape small-town weekly newspaper news content. Shoemaker and Reese have contended that news is influenced on four levels — personal views and roles of journalists, newsroom routines, media organizations, external pressures, and media ideology.

While this researcher recognizes Shoemaker and Reese’s (2014) levels of analysis of external pressures, media ideology, and individual, the researcher believes examining these levels is out of the scope of this particular research. Instead, this researcher has chosen to focus primarily on the levels of analysis of organization and routines in Shoemaker and Reese’s model in order to better understand the factors that might affect small-town news content and the decision-making of news workers.

The Organization as Level of Analysis. The organization as a level of analysis, according to Shoemaker and Reese (2014), stresses that media content is produced in an organizational and bureaucratic setting. In order to understand how news is made, Schudson (1989) has argued that it is important to understand the social environment – the bureaucratic process of the news organization – in which it is produced. This level of analysis focuses primarily on the effects of ownership, economics, advertising, and organizational policies on news production.

Research has shown that the economic goals and requirements – maintaining audiences, building advertising revenues, following government restrictions, and staying within financial budgets – of a media organization affect news content (Epstein, 1973; Tunstall, 1971; Eliasoph, 1997; Bagdikian, 2004; Soley and Craig, 1992; Craig, 2004; Eckman and Lindlof, 2003). Type of media ownership has also been found to have an effect on news content (Roach, 1979; Lacy, 1991; Dunaway, 2008; Shoemaker and Reese, 2014).

Another influence explored within the organizational level of analysis is organizational policy. Sociologist Warren Breed (1955), in his classic study on news making, revealed that publishers and media organizations enforce rules, or policies as he calls them, of journalism. The rules, according to Breed, are learned through a socialization process, including watching what other journalists do or do not do.

Routines as Levels of Analysis. Under Shoemaker and Reese’s (2014) model, routines as a level of analysis explore how news workers do their jobs. A considerable amount of scholarship has revealed the routine practices of journalists and media organizations (Tuchman, 1978/1997). In his ethnographic study of reporters, Fishman (1980) revealed that “the beat” provides guidance for journalists so that they know where to go and whom to see. Relying on sources is also a routine practice for journalists. Research has shown that the relationship between source and journalist is central to the production of media content (Sigal, 1973; Berkowitz, 2009; Schudson, 1989; Berkowitz and Beach, 1993).

Research Questions

While the literature detailed above on community journalism and sociology of news is far from exhaustive, the researcher feels the works are useful to readers as they explore the research presented in this study, which is intended to serve as a contemporary exemplar for understanding the production of news for small-town weekly newspaper news workers. Specifically, this research aims to answer the following research questions:

RQ1: What are the key practices, strategies, and norms of news production for news workers at small-town weekly newspapers?

RQ2: How do the levels of influences outlined in the literature affect these news   production practices, strategies, and norms for news workers at small-town weekly newspapers?

Method

This study, under the community journalism and sociology of news conceptual frameworks, and through the analysis of newsroom observations and interviews with news workers, aims to understand how external and internal influences affect how journalists do their jobs. For this study, the researcher observed the newsrooms and interviewed the news workers of three weekly newspapers in rural communities in southeast Iowa between December 2014 and January 2015. All staff members – a total of 19 – were interviewed because newspapers in small towns have few staff and often the editorial and the advertising departments overlap – meaning duties may be interchangeable. To protect their confidentiality, as well as the identity of the newspapers, pseudonyms, which are detailed in Appendix A, have been assigned to each news worker and newspaper.

To understand news decisions that people make in weekly newspaper newsrooms, the researcher used ethnographic methods that enable discovery of the perspectives of research subjects. Singer (2009) has argued that interviews and observations provide insight into the human element of news making. For this study, the researcher defined small-town weekly newspaper as a newspaper with a circulation of less than 5,000 published once a week in a town of fewer than 3,500 residents. The researcher selected as field research sites three small-town weekly newspapers to observe news production strategies and to interview news workers. These particular newspapers were selected as part of a larger research project, and they were accessible to the researcher on a daily basis.

All three newspapers have a different organizational structure, which created the potential for comparative analysis. For each newspaper site, the researcher observed two news cycles, equating to a total of six weeks of newsroom observations. In addition to observing the sites, the researcher conducted in-depth interviews with publishers, editors, reporters, photographers, and advertising representatives in order to understand news production in the community. Interviews were digitally recorded, and the researcher adhered to local Institutional Review Board guidelines.

The interview data and observation field notes were analyzed through the use of textual analysis, an inductive process of reading and re-reading and conducting line-by-line coding that is considered appropriate for qualitative data analysis (Strauss andCorbin, 1990). Guided by the community journalism and sociology of news literature, and as anticipated, thematic categories and patterns emerged from the data and provided meaningful insight about news workers and their news-making strategies.

Findings

As previous research has shown (White, 1949; Gans, 1979; Ericson, Baranek, & Chan, 1987; Heider, 2000), news workers’ news production practices, strategies, and norms are a social construction. Interviews with and observations of weekly news workers in this study indicated that news in small towns is also a social construction, and it is constrained by organizational structure and routine practices of journalists. These constraints affect how news workers decide what is news, whom they use as sources, how many stories they write, the rhythm of the work day and week, how many pages are in the upcoming week’s edition, what and how many special sections are produced each year, and the overall morale of the newsroom.

Organizational structure – Ownership

Previous literature (Roach, 1979; Lacy, 1991; Dunaway, 2008; Shoemaker and Reese, 2014) has contended that different types of ownership might have different end goals. This study encompassed newsroom observation and interviews with news workers at two independently owned newspapers (The Times and The Herald) and a corporately owned newspaper (The Bugle). The findings reveal that ownership structure does influence the production practices, strategies, and norms for news workers at small-town weekly newspapers.

News workers said it is important for the newspaper to have local ownership or at least some form of local management. The local connection, they said, helps build support for the newspaper in the community. “I wished it still was locally owned. Everyone knew (previous owner), and that made everyone want to support him,” said Carrie at The Bugle. “I think it brought readership in because he was local and everyone knew him. I think we would still have a printing press. More people would be employed, but times have changed.”

Susan at The Times said local ownership builds trust between the newspaper and its readers. “They trust (owner) because he grew up here. He’s a local boy. He’s full of integrity, and he’s fiercely loyal to his employees,” she said. And for Randel, news editor at The Herald, the goals of a locally owned weekly newspaper are different from the goals of newspapers owned by larger corporations. “Weeklies are surviving because they are focused and they focus on their communities. The larger media, it’s about greed,” he said.

The findings indicate ownership structure also plays a significant role in how the news workers perceive the company’s interest in the community. For the news workers at The Times and The Herald, having a local owner means the paper will produce relevant news content for its audience. Their perceptions are supported through the interviews with the local owners, who talked about their readers as friends and neighbors. These local owners said they feel they are as much a part of the community as they are recorders of what happens in the community. And it is that connectedness to their communities that seems to motivate them, according to the findings, which supports previous arguments made by Kennedy (1974) and Robinson (2013). One of the co-owners of The Herald said the readers are what have kept her holding on to the paper for more than a decade. She said she thought about selling the paper years ago because of personal reasons, but decided not to sell because she said the community needed the local paper. “We’ve had some pretty trying years … but the community heard and told us not to sell. The community becomes your family, and I felt like if I left, I’d be hurting my family,” she said.

The observations and interviews at The Bugle indicated that the change in ownership in 2001 and a consolidation process in 2009 impacted the news workers’ perceptions of their jobs. The news workers said they and their newspaper face constant uncertainty. Since ownership changed at the newspaper, the staff has been reduced dramatically – from 40 to six. In the fall of 2014, the owner eliminated the pagination and layout design duties for the staff at The Bugle and transferred those duties to a central design studio in a different city. The news workers said they were told the transfer of duties was to help free up their time so that they could produce more local content. That, they said, had not been the case.

On Mondays, the local news workers at The Bugle, instead of writing stories, have had to watch the page layout process unfold on their computer screens in real time. They have to watch, they said, because the designers are technically talented but do not have an understanding of what is news to the local community. “Some weeks we’ve had really good-looking pages, but other times we would have liked them to be different,” said Derrick at The Bugle. “We watch to make sure the names are spelled correctly, which is one of our keys here.” Sandra at The Bugle explained that small details are important to small communities. For example, she said she was frustrated that not all of the obituary photos on the Family News pages were the same size. In small towns, she said, different sized photos have negative implications for how the community feels about the newspaper’s desire to be fair to all community members.

The changes, the news workers at The Bugle said, have affected their relationships with the owner and management. “There’s no social cohesion here right now. We all just come in and do our jobs and go home. There’s no camaraderie,” said Carrie of The Bugle. Sandra at The Bugle added:

The morale, it sucks. We’re losing our employees. . . . It’s not good. And the public knows because we don’t have the staff, we don’t have the coverage we’ve had in the past. Last month, subscriptions and payments began to be processed out of the area and people now send their checks to some place out of the state. It’s not a happy place to be right now.

Sandra at The Bugle said it became apparent to her the external outside management does not seem to understand the workflow of the weekly newspaper when they sent the entire staff to another city to learn the new computer system the week before Christmas – a time when there is limited staff and hours to produce the newspaper. “That was planned by someone who doesn’t understand weekly newspapers, I’m guessing,” she said.

Advertising

“How many pages are we going to have this week?” asked Randel at The Herald during a weekly editorial meeting. “It depends on the ads,” responded Kristen.

This interaction was the repeated opening line for the two weekly newspaper-planning meetings observed by the researcher at The Herald. While the other two newspapers did not have the same vocal exchange, the observations from this study suggested that the number of pages typically is determined by the volume of advertising and legal notices, thus affecting the space available for news each week.

The findings reveal that advertising and editorial content go hand-in-hand in weekly newspapering. The number of ads dictates page numbers for each edition, but the editorial content has implications for advertising. This was evident when Ellen at The Bugle talked about how the newspaper’s coverage of certain topics can and does offend some community members, particularly business owners, which leads to those community members choosing to not advertise with the newspaper. “Editorial content affects everything. There’s a lot of sensitivity in a small town, and it all comes back to advertising. When we had the official embezzle money, we have to tell that story, but then there is the other group like her family and friends. It’s a fine line between advertising and editorial content that can get pretty tough,” she said.

Weekly publishers were divided on the extent to which advertising revenue in small communities supports weekly newspapers. “Advertising is still good, but not as good as it used to be. Legals are still strong. Classifieds are still healthy in a county seat town. Craigslist hasn’t killed us,” said Dan at The Times. But Kristen at The Herald had a different opinion. “Advertising in a small community with a small business base, it’s not enough advertising to keep this business going. The big businesses have all cut way back on print advertising, so we are having to find unique ways to get that money,” she said. Advertising, Ellen at The Bugle said, is a challenge because small towns aren’t growing. “It’s tough. Businesses aren’t starting up all the time here. We might get one to two businesses a year, but in (a larger city), there’s a new one every day.”

Most of the news workers at The Times and The Herald contribute to finding and getting advertisements – for them, it is not an issue of following the long-standing journalistic norms of not blurring editorial and business needs and avoiding having conflicts of interests with sources or organizational economic needs, it is simply part of their job as community journalists. While producing the winter sports preview tab, James at The Times was not only in charge of writing the news stories and taking the photographs, he was also in charge of the advertisements for the entire special section.

At The Herald, it is not uncommon to hear the news workers talk about asking sources to buy advertisements while interviewing them for stories, especially stories created for special sections. Kristen at The Herald said the practice is good business sense because the journalist who knows a business owner is in the best position to ask for advertising support.

These results suggest that although advertising in smaller communities seems to be getting tougher, news workers believed small towns want to support their local newspapers. “They want the paper to continue, and they know that for that to happen they have to do business with us,” said Ellen at The Bugle, adding, “We really need to cut back on special sections. We did have a couple of years ago one (special section) every week. (Owner) doesn’t understand. They fill special section with canned copy. We can’t do that here. It has to be local copy for it to sell.” The special sections, which are considered moneymakers for all three weekly newspapers, do take their toll on news content, said Sandra at The Bugle. “Special sections are important. They make money, but it’s additional work for the writers,” she said.

Organizational policy

Each of these three small-town weekly newspapers have organizational policies and rules. Analysis of the data yielded three consistent themes related to organizational policies and rules. The first is deadlines. Weekly newspapers are published once a week. And while deadlines are important for most media, they are vital to small-town weeklies because these news outlets get one shot a week at producing a print product. At the newspapers in this study, the news workers all depend on each other to adhere to the deadlines because there is no one else in the newsroom who can report on the story and write about it. Furthermore, there is little hyperlocal wire copy to fall back on when there are news holes.

The second consistent policy is about not taking unnecessary time off from work. When one news worker at a small-town paper is absent from work, it can create an enormous amount of chaos and work for the other news workers. News workers at The Times joked about missing work on page layout days. “No one can die on Tuesdays,” said Leya. Weekly newspapers also have an unwritten rule when it comes to taking time off – news workers must do their work before they leave for the time off. As Ellen at The Bugle prepared to be absent from the job for six weeks for a medical procedure, she detailed the work she had done in preparation for her absence: “I planned ahead. I looked at last year’s papers and called the customers to tell them I was going to be gone and did as much ahead stuff as possible,” she said.

Finally, the third consistent policy is that news workers at small-town newspapers must know how to manage time well without being micromanaged. The weekly newspaper journalists said they have learned how to do their jobs without hands-on editing and instruction from a line of editors and/or the publisher. The publishers and staffers said none of the news workers are micromanaged. For Dan, the publisher of The Times, micromanaging is “counterproductive.” “We have the right people, so I just let them do it,” he said.

The Herald is the only newspaper of the three weeklies that holds regular editorial meetings. However, the meetings seem to be less about managing and more about planning. The publisher of The Herald does not give instructions of how to do stories or what sources to talk to. Nor does she critique staffers’ work. Instead, meetings seem to be an opportunity to discuss what is happening in the community and to build camaraderie.

Routines

The newsgathering practices, strategies, and norms of news production for news workers in small-town weekly newspapers are highly routinized. Routine practices of news workers, according to the literature, enable journalists to deal with the unexpected (Tuchman, 1978, 1997). The findings in this study suggest journalistic routines might be even more influential on weekly newspaper journalists than for journalists in bigger cities because small-town weekly newspapers do not have the resources that larger daily newspapers often have, including a diverse readership and source pool, staff members, advertising opportunities, and money. Therefore, having set routines for each weekly newspaper news worker, and everyone knowing those routines, is vital to the production of the news in small towns.

Observations and interviews with news workers reveal a predictable rhythm of the journalists’ typical news week. The observations and interviews also reveal the similarity of the workdays and workweeks for the news workers, despite working and living in entirely different communities.  The following is a typical observed workweek routine for most of the news workers at the three different newspapers:

• Monday: Finishing writing stories for the week’s paper and attending possible night city council meeting.
• Tuesday: Layout day, which means placing ads and content on the pages.
• Wednesday: Paper is published; catching up on stories from the previous week; writing Monday’s meeting story if need be; and attending possible night meeting.
• Thursday: Trying to spend time out of the office; conducting interviews; working on features; possibly attending government meeting in the evening.
• Friday: Preparing for the weekend and working on news stories.
• Weekend: Attending community events if necessary for content, particularly for photos, in following week’s newspaper.

Many of the news stories published in small-town weekly newspapers also are predictable. For example, all of the newspapers annually featured, or have featured in the past, special sections and/or special pages – commonly referred to as “tabs.” Examples of topics include women in business; agricultural updates; salutes to local volunteers, doctors, farmers, cheer and dance squads; sports previews; a summer youth baseball page; home improvements; and fair results. These “tabs” tend to be published about the same time every year.

The findings show that these special sections, when built with completely local content, are a revenue source for the weekly newspapers. The local content is vital to attract local advertisers, said Ellen at The Bugle. “(Owner) doesn’t understand. They fill special section with canned copy. Oh lord, that doesn’t fly here.” Randel at The Herald talked during the 2015 yearly editorial planning meeting about how important the Little League summer tab is to the community. “It sells newspapers,” he reminded the rest of the staff.

The findings also suggest beat reporting is crucial to the production of news in small towns. As mentioned previously, staff resources are limited, so beat reporting becomes a guide for journalists in where to go and whom to see. The news workers for the three newspapers in this study all cover specific beats, particularly government beats. It is through these designated beats that the journalists, as Tuchman (1978) contended, know where to be, when to be there, and whom to talk to for specific information.

Tuchman (1978) also has contended that journalists typify news stories to help them understand how to gather news information for their stories. The findings of this study suggest Tuchman’s notion of typifications are useful to the production of news in small towns for news workers primarily because they are pressed for time. For instance, small-town news workers realize there are different kinds of news stories and they generally typify government and crime stories, as well as sports stories. By knowing what kind of stories they are working on – typifying – the news workers know what steps to take to complete their work. For example, the news workers all thought government and major crime stories need to be placed on the front pages of the newspaper and need to be written in time for the next edition if possible because they considered these stories “hard news.”

On the other hand, the news workers deemed “soft news” as not as urgent and were not in a rush to finish those stories or get them in the newspaper. By typifying news stories, the news workers also understood how to report on the stories. They knew to call ahead of meetings to find out what was expected to take place at the meeting and they knew whom to call the morning after the meeting for clarification and verification.

Time and Staffing

The findings suggest that routine news and news gathering practices, strategies, and norms are vital to the weekly newspaper for two main reasons that go hand-in-hand: limited staffs and limited time. The Times has six staff members, including four reporters; The Herald has six staff members, including three reporters and The Bugle has six staff members, including three editors who double as reporters.The Times andThe Bugle have a full-time sports editor. The Herald, on the hand, relies on all three of its local reporters to cover the sporting events. News workers said they feared the communities would not be adequately served if they lost staff members because staffs are already stretched very thinly, even too thinly.

But the findings also reveal that the small staffs try to do the best they can with the resources they have. The news workers for this study repeatedly said they work between 40 and 60 hours a week. To get the news, Derrick at The Bugle said the staff makes adjustments. “If we can’t make meetings, we will leave a tape recorder. And sometime we just have to make phone calls after the fact. It’s not ideal, but it’s a necessity with our staff and making the best use of our time,” he said. And for James at The Times, being busy is just part of being a community journalist; he described a night of covering sports in which he traveled back and forth between two communities to get photos from four different games.

The once-a-week publishing day can also be a constraint on newsgathering practices for weekly newspaper journalists. For example, the staffs in the three communities attend nightly meetings on Monday nights. While they recognized the journalistic news value of timeliness, they noted that it is very difficult to turn a story around before publication day on Tuesday or Wednesday because by the time the meetings are over, the content deadline has passed. While balancing their duties as reporters, most of them also are responsible for page layouts and proofing of the pages. In addition, most events in small communities that create visuals for the paper occur on weekends. In addition to issues of timeliness, this creates workload issues for staffers, who also are responsible for handling the photos, including cropping them and writing captions.

But the findings also indicate that the small-town news workers understand the importance of often working long days Mondays through Fridays and attending weekend events in the community. They feel it is important to report on news in the community. And while they openly talked about missing being home with families, they also said doing those things are just part of the job.

Loyalty to the newspaper

As it turns out, most small-town newspaper news workers in this study are not drive-by journalists, meaning they are not at the newspaper to simply collect clips for their journalistic portfolios. In fact, most of the news workers interviewed for this study are veteran employees at their newspapers. For instance, Dan at The Times has been working in the weekly newspaper industry since 1977. Jane atThe Times has been a reporter in the same community for 34 years. At The Herald, Elizabeth has been a journalist for weeklies since the 1970s, and Kristen has been working at the same newspaper for 19 years. And at The Bugle, Brian has been covering sports on and off in the community for 40 years, while Sandra has been in her position for 27 years. The other news workers ranged in employment from three to 10 years at the newspaper, and they all said they expected to continue to work for the paper for years to come or until they retire or leave the newspaper industry entirely.

The reasons why so many of the news workers have stayed at their newspapers vary, but the majority of the news workers attributed their longevity to being passionate about their communities. For all of the news workers, the communities they work in are the communities they call home. For the staff at The Times and The Herald, the commonality between members was their shared sense of loyalty toward their publishers, as well as the family-like environment in the work place. Also, most of the news workers said they enjoyed the flexibility of the job, including being able to take their car into the auto body shop on a Wednesday morning or being able to take their spouses and/or grandchildren to events that they are covering over the weekend.

Community Structure and Audience

The findings reveal that place, geography, and community structure also affect news practices, strategies, and norms of news workers in small-town weekly newspapers. Most of the literature on local media considers communities as places with physical geographical locations with distinct boundaries (Ball-Rokeach et al., 2001; Stamm, 1985; Byerly, 1961; Janowitz, 1952). But for Harley (1989), communities are more than just geographical locations depicted as points on a map. They also are social constructions (Massey, 1994; Anderson, 2006; Morley, 2009) made up of different languages, religions, politics, economics, and people.

News work at weekly newspapers is influenced by audiences. The three communities in this study have older populations, which local news workers say drives the decision to maintain a strong print product and not deliver the news strictly through the Internet or go digital first. “Not a lot of our citizens have computers in their homes, especially the elderly,” said Jane at The Times. Another news worker said community infrastructure, including access to the Internet, in rural areas is not reliable and is another influence on digital media opportunities for weekly newspapers.

The communities in this study also seemed to have a lot of native residents and long- term residents, which is significant because the residents know each other. They consider each other neighbors even if they do not live immediately next door. “There’s a connectedness to each other,” said Leya at The Times. And former community members are considered friends and neighbors even if they haven’t lived in the physical community for decades, said Sandra at The Bugle.

The findings suggest this sense of connectedness to the place and the people drives news topics that become what the staff of The Herald call “normal stuff” for weekly newspapers, including the societal news such as birth announcements, wedding announcements, obituaries, club news, church news, and crime blotters. “I consider what we do here as writing for the scrapbook, writing for the grandmas. It means something to people,” said James at The Times. Jane at The Times said news in the community is “whatever interests our readers.” News workers seem to understand that the “normal stuff” might not make the news in larger communities. “We are a small town, a small community. And in some cities it’s occasionally laughable news, but that doesn’t make it less important to our readers,” said Sandra at The Bugle.

The audience, the community, also dictates what does not go into the weekly newspaper. For instance, all three newspapers in this study will not run a story about suicide or even mention suicide as the cause of death in an obit. News workers at The Herald said they usually will cover crime-related events, but in one instance a story was not written because the news workers did not think it was in the best interest of the entire community. “There was a young man who was a drug leader in the community. We didn’t cover the arrest because it was so personal. There were so many connections,” said Kristen at The Herald. “We didn’t really know how to cover it because do you cover it? There might have been a story there, but we didn’t cover it because it was being taken care of. We chose not to go after it because they were so well known in the community, and it would have split the community.”

Discussion

Under the community journalism and sociology of news theoretical frameworks, specifically drawing from Shoemaker and Reese’s (2014) “Hierarchy of Influences” model, this research explored how external and internal influences – as outlined previously – shape the news and news production in small towns. This study aimed to understand how small-town weekly newspaper news workers do their jobs.

In addressing RQ1, the data indicate the practices, strategies, and norms of news production for the news workers at the small-town weekly newspapers within this study are consistent and inconsistent with traditional journalistic practices and standards that are traditionally taught in journalism schools across the United States and followed by larger daily newspapers. These long-standing traditional journalistic practices and rules include: the press should be a watchdog for the public (Kovach and Rosenstiel, 2001); journalists should have a clear understanding of journalistic news values such as impact and timeliness (Lanson andStephens, 2007); journalists should be objective (Ward, 2010); and journalists should avoid conflicts of interest with sources and economic needs of the news organization (Wasserman, 2010). The interviews with and the observations of news workers revealed small-town news workers recognize the traditional journalistic norms of understanding of journalistic news values, the importance of writing a factual news story, as well as the reporter not being present in the storytelling.

However, the data also reveal several of the practices, strategies, and norms of news production for small-town news workers do not follow traditional journalistic rules and standards, which supports previous arguments made by Reader (2006) and Lauterer (2006). For example, the reporters’ role in selling advertisements is inconsistent with the traditional journalistic norm of maintaining a separation between editorial and advertising needs. Also, when considering what is news, the small-town news workers often chose not to write certain stories, particularly crime and death stories, because the news could potentially negatively affect the community. This practice is inconsistent with traditional journalistic norms such as being objective and being a watch dog for the public. Another practice, strategy, and norm for news workers that is inconsistent with long-standing traditional journalistic norms is being actively a part of the community, particularly belonging to civic groups and organizations and serving on their governing boards. According to traditional journalistic norms, this active engagement between news worker and community violates the rule that reporters should be free of conflict of interest with sources, which is necessary in order for reporters and news organizations to adequately serve as watchdogs for the public.

Another key finding of this study is that external and internal influences – as detailed above in this paper – affect news production and news workers at small-town weekly newspapers, which addresses RQ2. Specifically, news production and news workers at weekly newspapers are influenced by the organizational and bureaucratic setting; routine practices of news workers and their news organizations. Because of these constraints, the key practices, strategies, and norms of news production for news workers are routinized and predictable.

While there are routine workweeks for the weekly newspaper news workers, the observations and interviews for this study also revealed the news workers in this study are aware the constraints influence how they do their jobs. Are they true believers of journalism in their communities? Yes, they believe that their roles as journalists and the functions of the newspaper are to be information sources and historians. But they also seem to be realists.

The news workers in this study recognize their smaller staffs mean they hold a wider range of responsibilities than their counterparts at larger daily newspapers. They understand that advertising revenue is getting hard to find, which means they must contribute to asking sources about advertising in the paper, which again is inconsistent with long-standing traditional journalistic norms. They also realize their community’s structure – specifically their shrinking communities – plays a significant role in the struggle to generate advertising revenue and maintain circulations. Also, they know the ownership structure of the newspaper is influential to how they do their jobs.

All of this is revealed in their open discussions with each other and with this researcher of how they wished they could do more but they don’t have the time, they don’t have the staff, the pages in the current week’s newspaper are dependent on how many ads are purchased, news is more dependent on proximity of the topic than timeliness, the special sections that are produced are because they generate revenue and yet the advertising is dependent on the amount of local news copy.

And while the news workers do not seem to like the fact that their resources are limited, they continuously seem to adapt and adjust. For these news workers, the willingness to adapt and adjust to their working environments is not about doing journalism the “socially accepted journalistic” way – the type of journalism that simply adheres to the long-standing journalistic norms mentioned above – it’s about survival, trust, and remaining a part of the local community. Because many of them said no one else is going to report what is happening on the mainstreets of small towns, the votes taken by local governing boards, the youths participating in the Babe Ruth summer baseball tournaments or the 50th wedding anniversaries – all of the things they attributed to informing community members about each other and their community as a whole and ultimately creating a sense of community, a sense of place. Or in the words of one news worker, “We’re not on the larger media’s radar.”

Conclusion

The most prominent strength of this study is that it provides contemporary theoretical and conceptual insight into community journalism, specifically the small-town weekly print newspaper. Furthermore, this research clearly shows through an examination of production how small-town news is a social phenomenon. It details, through observations and interviews, how news produced in small communities in Iowa is influenced by internal and external constraints such as the newspaper’s ownership structure and the routines held by the news workers.

However, this study was narrowly focused on Iowa weekly newspapers and further limited by the fact that data were obtained from just three papers. It therefore is difficult to generalize the ideas and arguments presented in this study. That said, the purpose here was never to generalize to the entire weekly newspaper industry, but rather to begin to further understand the production of news by one of the media’s most understudied topics, which coincidentally contemporary descriptive data have shown (Knolle, 2016; Gallagher, 2017; Radcliffe & Ali, 2017) remains viable and stable in the chaotic media landscape. Furthermore, the insights provided through this study lay the groundwork for additional scholarly exploration of this particular approach to news, which this study shows is often different than the approach adopted by most larger daily newspapers.

At a time in which community newspapers, including the weekly press, remain the go-to media choice for local news – indicating high levels of trust from readers – and the larger daily newspapers continue to face accusations of intentionally producing misinformation as well as deal with continuous annual declines in circulation and advertising revenue, this researcher posits that maybe other types of journalisms can draw upon, and benefit from, the practices, strategies, and norms of the small-town weekly newspaper journalism approach.

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APPENDIX A

The following information provides insight into the news workers’ roles within their newspapers.

The Times

Dan – Owner

Jane – Editor

James – Sports editor

Molly – News writer

Susan – Writes societal news/obituaries

Leya – Advertising representative

The Herald

Kristen – Co-owner

Elizabeth – Managing editor and co-owner

Randel – News editor

Lisa – Page designer

Vanessa – Page designer

Angela – Advertising representative

The Bugle

Derrick – Managing editor

Brian – Sports editor

Sandra – Family news editor

Steven – Newspaper group managing editor

Carrie – Handles subscriptions and circulation

Mandy – Oversees legal notices/classifieds

Ellen – Advertising representative

Joseph W. Kasko

This research is composed of 20 in-depth, qualitative interviews with managers at NPR member stations to examine how they are attempting to build community through the use of dialogue. The stations came from various market sizes and from different regions across the United States. The managers reported they are using many types of dialogue, including face-to-face, formal written and electronic communication, to engage their listeners. The findings suggest the stations are working to build a presence in the community through personal relationships, regular contact with listeners and by inviting regular feedback. This research can provide an example to media outlets and other nonprofits for community building through the use of dialogue.

The radio industry has experienced a great number of changes in recent years. Traditional radio audiences have waned, as new audio platforms have provided listeners with a variety of competing options. However, one area of traditional radio that appears to be thriving is public radio, with news programming at the center of its success. It has been observed that most news organizations in the U.S. have seen declines in audience, but public radio, especially NPR has seen substantial growth. The network is one of the few segments of broadcasting that saw audience growth during the 2000s. NPR, the largest of the U.S. public radio providers, had a reported weekly audience of 30.1 million in 2017 and the network distributes programming and newscasts to 991 member stations nationwide and to satellite radio (Pew, 2018). NPR’s two news-based flagship programs, All Things Consideredand Morning Edition, each have a weekly audience of over 14 million people (NPR, 2018). The network also has a large digital audience that draws 41 million unique visitors monthly to its website npr.org and has a monthly podcast audience of over 20 million (NPR, 2018). That makes NPR one of the strongest and most listened to news outlets in the country.

Over its 43-year history, NPR has evolved from mostly government funded to mostly community supported, through individual donations and business support (Bailey, 2004; McCauley, 2005). The birth of the modern public radio system can be traced to the Public Broadcasting Act of 1967, which established and provided federal funding for the Corporation for Public Broadcasting (McCauley, 2005). The newly created CPB included a mandate to develop public radio (Mitchell, 2005), which led to the creation of National Public Radio in March 1970 (Douglas, 2004). Over time public radio managers recognized the need to become less reliant on government funding and they began to seek out new and more reliable sources of revenue. As a result, public stations would turn to listeners and businesses in their community for support (Bailey, 2004; McCauley, 2005). Therefore, the presence of community is important when studying public broadcasting.

NPR reports member stations, on average, receive 39 percent of their budget from individual contributions and 17 percent from businesses (NPR, 2013) and at some stations the percentage of community support is even higher. This demonstrates that the majority of financial support at stations comes from people and organizations within the community. However, little research has been conducted on this topic. Only a handful of studies (Stavitsky, 1994; Bareiss, 1998; McCauley, 2002; Reader, 2007) have examined the relationship between NPR and community. This work attempts to build on that early work and explore the important role community plays at member stations.

A review of public relations literature (Day, Dong & Robins, 2001; Kent & Taylor, 2002; Kruckeberg & Starck, 1988; Pickering & King, 1995; Stein, 2006) reveals the importance of dialogue with stakeholders in community building. Therefore, this study attempts to examine what member stations are doing to build community through the use of dialogue. This work consists of qualitative interviews with managers at NPR stations to determine what tools and strategies they are using to communicate with their listeners. The major research questions for this work included: Do stations see dialogue as a tool for building community? What efforts are the stations making, through the use of dialogue, to build a sense of community? Are stations engaged in a continuous conversation with their listeners?The findings from this study may provide important information to public radio managers interested in improving their community outreach and strengthening their efforts to engage their audience. It may also provide practical examples for other media organizations and nonprofits interested in community building among their stakeholders through the use of dialogue.

Literature Review

 Community

Community is often defined as a group of individuals living and working in harmony with one another, which is typically applied to those living in close proximity to one another. In recent years, however, scholars have recognized that a sense of community may develop regardless of geography (Stein, 2006). Heller (1989) proposed that communities could be “relational” and not bound by location. Therefore, communities can be composed of members who interact with others of shared values.Kruckeberg and Starck (2004) argue that new forms of communication and transportation have destroyed the geographic sense of community that may have existed earlier.

Prior work by Kruckeberg and Starck (1988) identified a number of elements of community that can be applied to NPR listeners. For example, they state an individual participates in the life of the community and regulates their behavior to help achieve the common goals of the community. They also argue a community can develop particular cultural characteristics. Additionally, Muniz and O’Guinn (2001) identified three core components of community. The first is conscious of kind, which refers to the connection that members feel towards each other and the difference they feel from nonmembers. The second is the presence of shared rituals and traditions, which set norms and values within the community. Finally, their third component of community is a sense of moral responsibility, which is felt as a sense of obligation to the community (Muniz & O’Guinn, 2001).

Some scholars have argued that public radio listeners and supporters can be examined using Anderson’s (1983) concept of the “imagined community,” which suggests that large groups of people with similar interests can view themselves as part of distinct communities (Reader, 2007). Anderson’s original concept dealt with spatial characteristics shared by groups of people that he argued fueled nationalism. However, the imagined community has since been applied to many different disciplines, including public broadcasting. Anderson (1983) says that communities are frames of reference that are distinguished by the way they are imagined. Bareiss (1998) writes that communities have members who interact regularly and consist of insiders who have common interests, values and allegiances. He argues that the social characteristics of the community are not natural, but are imagined because they are the result of historical trends and negotiation. Pearson (1993) states community is created by shared meanings, which individuals find in the social codes in their environment. This implies that community is created in the minds of members based on perceived similarities with other members.

Reader (2007) argued that NPR produces segments to encourage listeners to feel as if they are part of a community. He believed that radio producers create an imagined community that reflects their own values. Stavitsky (1994, 1995) suggested that a changing conception of localism in public radio has deemphasized the traditional geographic notions of community. He argued that listening to public radio produced a social conception in which community is defined in terms of shared interests, tastes and values. Additionally, Douglas (2004) writes that public radio listeners share a kindred spirit that helps them relate to other listeners and makes them feel like they are a part of a community. Bareiss (1998) argued that public radio can create imagined communities, because local radio is a place-based medium. Therefore, he concluded that programing tastes and local interests can define a community of public radio listeners.

Dialogue

A number of researchers (Daft & Lengel, 1984; Day, Dong & Robins, 2001; Kent & Taylor, 2002; Kruckeberg & Starck, 1988; Pickering & King, 1995; Stein, 2006; Willis, 2012) have recognized that communication is one of the most important tools an organization can use to build a sense of community. Kruckeberg and Starck (1988) theorize communication can be used to develop and improve community. Pickering and King (1995) note communication is crucial when members are separated geographically. They argue tools, such as newsletters, conferences and other media are needed to foster a sense of community. Kent and Taylor (2002) write that community building requires a commitment to conversations and relationships and that the communication must be genuine and authentic. Additionally, Stein (2006) states, “there is a definite relationship between communication and the process of community building” (p. 256).

The recognition of the important role of communication in community building has lead to the development of a dialogic theory of communication. Day, Dong and Robins (2001) argue dialogic communication can help organizations build community relations and engage in philanthropy. They also warn that contrived dialogue will be of no use to the organization and deceptive communication will ultimately harm the organization’s relationship with its public. Kent and Taylor (2002) suggest the community should be considered and consulted on all matters that affect them. They argue that dialogue with the public will lead to positive outcomes for the organization.

There are a number of ways that organizations, specifically public radio stations, can communicate with their community. Information Richness Theory suggests that the medium used for communication can influence the effectiveness of the message. Daft and Lengel (1984) argued different types of communication tools and media have varying degrees of importance or richness. The theory ranked five types of media based on their level of effectiveness from richest to leanest: (1) face-to-face, (2) telephone, (3) personal written (letters), (4) formal written (flyers) and (5) computer output. This ranking of richness is likely outdated in today’s digital world. For example, Stein (2006) noted only a handful of studies have addressed the theory since the mid-1990s. However, information richness highlights the importance of dialogue and face-to-face communication. Willis (2012) also noted the important role face-to-face communication plays in community engagement and building trust.

Method

This study used purposive sampling to select managers at 20 public radio stations for telephone interviews. The in-depth, semi-structured interviews were intended to determine what techniques stations are using to communicate with their listeners in an effort to build a sense of community. It also hoped to learn how stations are using dialogue to engage their listeners.

Recruitment

To gain a diverse sample, stations were separated by region and market size. Stations from the West, Southwest, Midwest, Northeast and Southeast regions (see appendix 1) were included in the sample. A station was defined as “large” if it was located in a designated radio market (DMA) between 1-50, according to Arbitron’s spring 2013 rankings. A station was defined as “medium” if it was located in market 51-100 and a “small” station came from market 101 or higher. Only stations that carried NPR programming, including the network’s two flagship programs (Morning Editionand All Things Considered), were included. This ensured the stations included in the sample were closely associated with NPR and likely had a strong news audience.

Starting with Arbitron’s list of market rankings, DMAs with NPR stations were identified using a Google search. The author then visited the websites of a number of public radio stations to identify and compile a list of managers. Only top leaders at the station, including those who held the title of station manager or general manager, were included. Thus, a total of 57 managers were contacted by letter, email or phone to invite their participation, which resulted in a response rate of 35 percent. Formal letters were initially sent to 30 managers, which where followed up with emails and phone calls. After a number of weeks an additional nine managers were contacted by email and phone. This process was repeated until the target of 20 responses was achieved.

Sample Characteristics

Managers from 20 different states were included in the sample. The majority of those interviewed held the title general manager, however some other titles included station manager, director, president or CEO. The subjects were overwhelmingly male (16), compared to female (4) and they held their position for an average of 7.76 years. The longest tenure was 25 years and the shortest was one year. The sample (see appendix 2) included six stations from the West, four each from the Southwest and Midwest, and three each from the Northeast and Southeast. It also included six “large” market stations, nine “medium” market stations and five “small” market stations.

Interview Procedures

The interviews were conducted by telephone from March to August of 2013. Each interview began with a description of the study and the subjects were offered anonymity in exchange for participating. The interviews consisted of a set of semi-structured questions that were followed by appropriate probing questions (Berger, 2013; Jankowski & Jensen, 2002; Strauss & Corbin, 1998). The interviews were audio taped and transcribed to ensure accuracy and they ranged in length from 14 to 73 minutes. The mean length was 28 minutes. The Institutional Review Board (IRB) at the author’s university approved this method.

Instrument Development

The interview protocols consisted of four main topics with a total of 17 items. The questions were influenced by previous literature on dialogue and community building (Daft & Lengel, 1984; Day, Dong & Robins, 2001; Kent & Taylor, 2002; Kruckeberg & Starck, 1988; Pickering & King, 1995; Stein, 2006; Willis, 2012). Some of the questions included: What efforts do you make to build a sense of community with your audience? Not including your air signal, how do you communicate with your audience? What kinds of opportunities are there for listeners to communicate with the station? How do you feel about listener feedback?The interview instrument was pilot-tested with a manager at a small station in the Midwest before it was employed.

Qualitative Data Coding and Analysis

The audio recording of each interview was transcribed into Microsoft Word and coded for common themes. The transcripts were read multiple times by the researcher until themes, or topics that were frequently discussed, emerged. The interview protocols helped to guide the development of the codebook. The initial codebook was used to review a few transcripts, which allowed the codebook and definitions to be modified and refined before they were finalized. All of the transcripts were then examined using the final version of the codebook and each transcript was read thoroughly by the author.

Findings

There were four main themes that emerged from the data, which included: (1) an active station presence in the community, (2) the development of personal relationships, (3) regular contact through multiple channels and (4) two-way conversations. There were also a number of sub-topics that arose within each main theme. All of these emergent themes are discussed below because they provide insight on how public radio stations are using dialogue to build a sense of community.

Station Presence in the Community

Every manager in the sample reported that representatives from their station have some type of personal, face-to-face contact with their listeners, most often through some type of station-sponsored event. Many managers also stated they felt events were an important tool the station is using to build a sense of community with their audience. Some of the most cited events included concerts, live broadcasts, open houses, community forums, lectures or events with NPR talent. Some of the events are open to the public and some are intended only for donors, according to a number of managers. “I think generally, it’s an opportunity for people to get out, go somewhere and be engaged,” said a manager from a medium sized station in the Southwest.

The majority of stations reported that members of their staff are making appearances in the community. A few managers said they expect their employees to play a role in communicating with the audience face-to-face. “It’s written into their job description to interact with the public and to have a station presence at public events, concerts and things like that,” said one GM from a small station in the Southeast. “Staff members on a pretty regular basis are being emcees or hosting…for various events around town.” One manager from a medium station in the Southeast reported many members of her staff are active in the arts community and serve as volunteers for other nonprofits. “They’re ambassadors for the station wherever they go and whatever they do,” she said. “We’re all faces to the community. We’re all ambassadors to the community,” added a GM from a small station in the Southwest.

A number of managers said they hosted listeners at their station in some capacity, including open houses and tours. One manager from a medium station in the West reported tours were offered at his station on a quarterly basis. “Our goal is for everybody who listens and is interested to come down to the station and look at what we’re doing with limited resources,” he said. “We invite our donors to come in and meet with me and our director of content to talk to us about what we have on-air,” said a manager from a large station in the Northeast. “When we have these events at the station…we just laugh and feed people,” said a manager from a large station in the West. “The staff and program volunteers from the station are here and we’re just hanging out and talking to people.”

A few managers reported they felt that their stations were serving as community centers. “We are constantly bringing people into our studios and our performance studios and having community events, discussions, musical events, (and) performances,” said a manager from a medium station in the Southeast. “We’re constantly having events here and people know where the station is and they like to come here for events.” One GM from a medium station in the West reported his station built a remote studio in a building where a number of listeners created a community center. “We are trying to be visible in the community and support these efforts that these folks have made,” he said.

Personal Relationships

Nearly every manager reported they have some type of personal relationship with listeners who served as volunteers for the station. Some stations said they relied on volunteers more heavily than others and some of their duties included answering phones, stuffing envelopes, conducting office work, helping with membership and development, assisting with events and hosting programs. A number of managers stated they work with as many as hundreds of volunteers a year and others said the number was much smaller. One GM from a small station in the West said they use volunteers on-air during pledge campaigns. “We have members of the community come on and do pitch breaks with us…giving testimonials,” he said. About half of the stations reported that volunteers were hosting programs, including music and public affairs shows. One manager from a medium station in the Southwest reported people from underserved groups in the community are hosting specialty shows. “We invite them in to make the programming,” he said.

A number of managers stressed the importance of having personal contact with listeners over the telephone. “Usually when people call, often I can recognize their voice,” said the GM of a small station in the Southwest. Many managers said volunteers are often fielding phone calls, especially during pledge campaigns. This highlights that listeners, on behalf of the station, are having dialogue with other listeners. One GM from a small station in the Southeast shared a story about an attempt to use an out-of-state call center during a pledge campaign, rather than allowing listeners to speak directly with volunteers at the station. “It was a disaster. People hated and it didn’t work,” he said. “Just two days into the drive we went back to having (volunteers) through the station, because I think it killed a lot of the locality of our fund drive.” This illustrates how important personal interaction with station staff or other listeners can be for many members of the audience.

Half of the stations reported they are cultivating personal relationships with listeners through handwritten correspondence, including cards, notes and letters. “Donors above $500 receive a personal note from somebody in development thanking them and donors above that level will receive a letter from myself thanking them,” said the GM of a large station in the Midwest. Additionally, a number of stations said some of their thank you letters to donors were “hand-signed,” rather than hand-written. Again, most of these materials were sent to listeners who made large contributions.

A few managers reported they write notes in response to listener complaints. “I like writing the responses to people and I like having those moments when I can really tie someone physically to the station,” said a manger from a medium station in the West. One GM from a medium station in the Northeast said it was important to take the time to respond to listeners with a personal letter. “That is really powerful because it just sends a message to the person that I really do know who you are and I do really care about what’s going on here,” he said.

One manager from a medium station in the Southeast shared a story about sending a get-well card to a long-time listener who was the victim of an assault during a home invasion. She said the card was signed by most of the station staff. “We got a card for him, because he considers us a part of his family,” she said. “A lot of relationships we have are very personal. Now we don’t know a lot of our listeners…but we know a lot of our members and our volunteers, and they know us.”

One interesting topic that arose, which highlighted the strength of personal relationships, came from a few managers who reported they have received feedback from listeners who didn’t or couldn’t attend station events, but said they simply enjoyed hearing about them. “It’s just amazing to me, some of the calls I get and conversations I have with people who we are their companion and they just love hearing where we’re going,” said the GM of a medium station in the Northeast. Another manager, from a small station in the Southwest, said he felt talking about station and community events on the air helped to bring people closer together because it let listeners know what other people in their community were doing. It’s almost as if listeners feel like their getting updates about their friends, who are other listeners, despite the fact they have never met.

Additionally, a manager from a medium station in the Southeast said they recently sent out wall calendars, which featured photos of the staff and provided an inside look at the station, to people who have supported the station for 15 years or longer. “It’s just unbelievable that so many (people) have been with us for so long and have really helped us not only survive, but thrive and prosper,” she said. “It was amazing because it wasn’t a premium or a thank you gift or anything. It was just a little letter.” She said they have since received a number of thank you notes from listeners who really appreciated the gesture, because they said they feel like they know the staff personally.

Regular Contact Through Multiple Channels

Nearly every manager reported they have regular interactions with listeners via telephone. Many managers said phone conversations with listeners were frequently held during pledge campaigns. Most stations reported they often receive feedback from members of the audience over the phone and a number of managers stressed the importance of taking calls from listeners. “All of my managers and I spend quite a bit of time just talking to people on the phone. Responding to ideas, suggestions, criticism, whatever, so it’s a big part of what they do and I think that’s really healthy,” said the manager of a medium station in the Southeast. “I’ve had a couple of situations where I’ve called people who have called and (complained) for one reason or another and if I can get their phone number, I call them,” said a GM from a medium station in the Northeast.

Roughly a third of the managers said representatives from their station were making calls to listeners and donors to say thank you or respond to complaints. Most said staff members or volunteers were making calls to thank mostly high-end donors, although the dollar amount that triggered the call often varied. “Major donors of multi-thousands of dollars will receive a call from one of our board members, thanking them for their contribution,” said one GM from a large station in the Midwest. A few others reported they made calls to high-end donors to personally invite them to station events. “We will sometimes invite them to special events if we have someone coming into town,” said the manager of a large station in the Northeast. “So we try to reach out to them and make them a part of the activities that we’re doing,” she said. Additionally, a manager from a small station in the Midwest said board members would occasionally call to thank new donors.

Nearly every station in the sample reported sending some type of formal written correspondence to their listeners. Some of the most cited examples included thank you letters, tax documents, membership renewal reminders and newsletters. A number of station managers said they believed direct mailings were a good way to encourage future support. The majority of the stations said they send their newsletters on a quarterly basis, but a few stated they send them out monthly. One GM from a medium station in the Midwest said he met with a consultant who felt newsletters served little purpose. “It’s better to just…do them when you’ve got something really important going on,” he said. “I really don’t want our mail communication to turn into junk mail, because it’s so effective. So we try not to abuse the power that we have with mail.” A couple of stations also reported they published a monthly magazine that is sent to their supporters.

Every station reported they are using some type of electronic communication to correspond with their audience. Three-fourths of the managers stated their station is emailing listeners an electronic newsletter or e-blast on a consistent basis. Some of the stations reported they email their members daily and others said they did so weekly or monthly. A manager at a large station in the Southwest said “email and electronic communication is probably the most prevalent” way they are communicating with their audience. “Digital and online is probably one of the areas where we feel we’ll be able to get more and more traction,” said the GM of a large station in the Southeast.

Nearly every station reported they were using social media to connect with their listeners. Facebook and Twitter were by far the most cited tools used, but a few managers also said were using sites such as Tumblr, Instagram, Vine, Flickr, Pinterest and YouTube. A few stations said members of their staff were maintaining multiple Facebook and Twitter pages, especially for news content. “Each of our reporters have Twitter accounts and they are tweeting out and they are also working with our digital content,” said a GM from a large station in the Northeast. “We have four or five relatively younger folks who are actively involved in social media and we are training all of our content people to be involved,” said the manager of small station in the West. “We tweet everything, especially news stuff as it’s happening,” said a GM from a medium station in the West. “We just put a bunch of stuff out everywhere, all the time.” A number of stations also said their music hosts were often maintaining their own social media accounts and sharing information.

Many managers expressed concern that they weren’t doing as much online as they would like or using social media as effectively as they could. “I would say we’re kind of increasing our activity, but we’re not at the level of having a strategy about it. We’re not doing a horrible job, but I don’t think we’re really strategic about it yet,” said a manager from a large station in the West. “I think part of what we still need to be working on is improving (with Facebook), because there are so many different ways you can actually be communicating with your audience now. You should probably be trying to reach them in all the methods you possibly can,” said a manager from a small station in the Midwest. “We don’t have a coherent digital strategy in terms of social media. I think there’s a real opportunity to engage the community in an online space, but we just don’t have the resources for it,” said a GM from a medium station in the Southwest.

Two-way Conversations

The data revealed a number of examples that illustrate that stations are engaged in a continuous conversation with their listeners. All of the stations reported they receive listener feedback on a regular basis through multiple channels, including phone calls, letters, emails, web and social media postings and face-to-face comments. Many managers said they receive a lot of feedback during fund drives. “That’s the time of year when people are listening and responding to your requests for support and they call in to say ‘we love what you do and we are willing to put our money behind our love,’” said one GM from a small station in the West, in reference to comments during a pledge drive. “I’d say it’s one of the times that we get the most feedback on what we’re doing. It’s also a really interesting time for us to chat with listeners and folks who are involved with the station,” said the manager of a large station in the Southeast.

Most of the managers stated they have a high opinion of listener feedback. Many of the stations also reported that they often seek out comments and encourage listeners to respond. As a result, a number of managers said they felt their stations are in a continuous conversation with listeners. “We need to know what they’re thinking about us. We need to know that they know about us and we need to know what they want from us,” said a GM from a large station in the Northeast. “We love (feedback), the more the better. When people call up and have a serious concern or a serious question, we love to talk to them,” said the GM of a medium station in the Midwest. “I love (feedback). Good, bad or indifferent. For me it’s connecting the dots and it’s an opportunity to create relationships. With a lot of radio stations you can’t create a relationship,” said a GM from a medium station in the Southwest. “I think that it’s the dialogue that gets created when somebody feels compelled enough to take time out of their day to call and either show appreciation or complain about something that they have heard on the radio station,” said a manager from a small station in the West. “I like the fact that people are listening and thinking about what we’re doing. I like the constructive criticism, as well as the pats on the back,” said one manager from a medium station in the Southeast.

A number of managers reported that audience feedback led to changes with programming or content. “We use listener feedback to select topics that we’ll discuss on our talk show,” said one GM from a large station in the Northeast. “We had a huge Facebook discussion that led to us bringing in a few shows,” said a manager from a small station in the Southeast. A few other managers said listener dialogue helped to dictate news coverage. “We listen to them to find out what they think are the critical issues that we should be covering and discussing,” said the manager of a medium station in the Southeast.

A few managers expressed that feedback was important, but it couldn’t be the only factor when making decisions. “(Feedback) goes into the mix of deciding what we should set as our priorities, but it is only one element. It’s not something by and of itself that should or can dictate any of the direction the station takes, in terms of programming or initiatives,” said the GM of a large station in the Midwest. “It can’t be the only decision tool that we use. Community feedback is a really important way to make sure that donors and supporters have a positive experience with the organization,” said a manager from a medium station in the Northeast. “I get one listener’s feedback and then I think ‘oh my gosh, I’ve got to change this because someone said it, but then you’ve got to step back and go ‘okay, it’s important, but one is not a majority,’” said one manager from a medium station in the Midwest. These examples illustrate how closely stations are listening to their audience.

Discussion

NPR is one of the strongest news outlets in the U.S. with a weekly audience of 30.1 million (Pew, 2018) and a monthly digital audience of 41 million (NPR, 2018). A study of the history of the network reveals that NPR and its member stations have evolved into a mostly community supported entity (Bailey, 2004; McCauley, 2005). However, very little research has been dedicated to the relationship between public radio listening and community. This study aimed to learn what public radio stations are doing to build community through the use of dialogue. Prior research has demonstrated that dialogue is one of the most effective tools an organization can use to foster a sense of community (Kruckeberg & Starck, 1988; Pickering & King, 1995; Day, Dong & Robins, 2001; Kent & Taylor; 2002; Stein, 2006). These findings suggest stations are using a number of different tactics and channels to engage in dialogue with their audience.

For example, every manager in the sample reported their station has a presence in their community, which included some type of face-to-face contact, mostly through station sponsored functions. Information Richness Theory suggests that face-to-face communication can produce some of the most effective messages (Daft & Lengel, 1984). These findings suggest that many stations and their representatives are engaged in regular, in-person contact with their listeners. Nearly every manager reported their station regularly hosts events, such as concerts or community forums. They also said members of their staff are taking active roles in their community.

A few managers said they had face-to-face contact with listeners by hosting open houses or offering station tours. A few other managers reported their station served as a community center, which was open to the public for various types of events. These findings suggest that many stations are attempting to create an open and welcoming atmosphere. Some managers expressed that these tactics can help to make listeners feel like they are part of the station. These tactics are likely to strengthen the bond between the listener and the station and aid in building a sense of community.

Nearly every manager stated they make efforts to build personal relationships with listeners. Some of those relationships are with listeners who work for the station as volunteers. Heller (1989) notes that communities are made up of members who interact with people who share their values. Therefore, volunteers would likely share the values of the station, its mission and message if they are willing to work on its behalf. Volunteers and staff would likely also share similar beliefs, so this could strengthen the bond between listeners and the station.

Many managers also said members of their staff are maintaining personal contact with listeners over the phone and through hand-written notes. Some of the calls and notes were in response to complaints, but others included thank you notes or get-well wishes. This is an example of Muniz and O’Guinn’s (2001) concept of conscious of kind, which refers to the connection that members of a community feel towards each other. Members of a community have a desire to stay connected to other members. The desire to say thank you or respond to complaints, which was reported by the managers, highlights the efforts stations are making to cultivate and maintain personal relationships with their members.

One interesting theme that arose from the data suggests there is a connection between listeners, even though they may have never met. A few managers reported they heard from listeners who said they enjoy hearing about station events and the activities of other listeners even though they didn’t plan to participate. They told the managers they simply liked hearing about the things members of the station community are involved in. Heller (1989) noted that community can be “relational” and Pearson (1993) suggested that community is created in the mind of the member. Therefore, it’s likely that some listeners are interested in staying connected with other listeners by hearing news of their activities. This suggests a bond between listeners that is strengthened through dialogue.

The interviews reveal that stations are engaged in regular contact with their listeners through multiple channels. Many managers reported they stay connected with their audience through the use of formal-written materials, such as newsletters. Pickering and King (1995) noted that newsletters, and other tools, could foster a sense of community if members are separated geographically. The data also highlights that stations are very active with new media, including email and social networks, to communicate with listeners. A number of managers also expressed their concern that they weren’t doing as much as they could to communicate with their audience through social media. However, many managers said they felt these tactics helped them to engage and stay connected with their listeners. These tools are also likely to strengthen the ties the listener feels to the station.

The managers also stated they are listening to audience feedback on a regular basis, which suggests stations are engaged in a continuous conversation with listeners. Prior research has highlighted that dialogue should be continuous and genuine to be effective (Day, Dong & Robins, 2001; Kent & Taylor, 2002).  Many managers said they get the most feedback from listeners during fund drives. Therefore, these findings suggest that dialogue may have played a role in securing community support.

The interviews reveal the managers have a high opinion of audience feedback and they often seek out comments and encourage listeners to respond. A number of managers expressed that listening to feedback creates an opportunity to build relationships with listeners, which is supported by the literature (Day, Dong & Robins, 2001; Kent & Taylor, 2002; Stein, 2006). A number of managers said that dialogue with listeners lead to changes at the station, which further highlights its importance. The fact that stations are listening to audience feedback and responding could aid in creating a sense of community. Listeners are likely to feel a stronger bond with the station if they know their comments and concerns are taken seriously and viewed as important. These findings suggest that the dialogue between stations and listeners is two-way and continuous.

Now perhaps some might ask are the tactics used for community engagement outlined in this research offering anything new? Older radio listeners likely will recall a time when it was commonplace for a disc jockey to attend an event or spend time with a listener on the telephone. However, times have changed and in today’s digital world of corporate radio where conglomerates (such as iHeartMedia or Entercom) own hundreds of stations, there seems to be far less emphasis on community engagement. Often these stations are operated from central locations, in an effort to cut costs and maximize profits, far from the communities where the broadcast signal is heard. As a result, it is difficult to imagine commercial stations investing much time or effort in building personal relationships with their listeners. Thus, these tactics appear to be unique to public radio, which may explain why NPR stations have been more successful in drawing and maintaining an audience in recent years. For example, maintaining regular personal contact, creating a welcoming atmosphere, listening to feedback or engaging in continuous conversations, seems to be rare in broadcasting. Therefore, employing these tactics, especially through the use of dialogue, may be a way for stations to remain relevant in today’s digital media landscape.

Finally, there are a few limitations to this study. For example, it used a small (20) and purposive sample, so these findings are not representative of the general population. Therefore, the views of these station managers cannot be generalized to all public radio managers. However, this method is typical with this type of qualitative work (Berger, 2013; Jankowski & Jensen, 2002; Strauss & Corbin, 1998). Furthermore, the author was able to identify and recruit a diverse national sample of managers from various market sizes and geographic regions.

Despite the limitations, this study provides a lot of information on the tactics and strategies public radio stations are using to engage in dialogue with their listeners. These findings also suggest these tools are helping to foster a sense of community. However, future research is needed to examine how listeners feel about these tactics. A survey of listeners could attempt to measure how effective the stations have been in their efforts. For example, some important questions could include: (1) Does attending an event or interacting through social media make listeners feel more connected to the station? (2) Are listeners who feel more connected more likely to give? (3) Do people feel they are part of a community of listeners? These are just a few examples, but these questions demonstrate the need for more information. This present study is just the first step.

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Appendix 1 – Geographic Region Map

Appendix 2 – Sample Characteristics

Region	# of Stations
Northeast	3
Southeast	3
Midwest	4
Southwest	4
West	6

Market Size	# of Stations
Small	5
Medium	9
Large	6

Marcus Funk

Computerized content analysis software, or CATA, offers intriguing insight into the publication of normative deviance on the websites of American community and non-local newspapers. CATA of news factors, ANOVAs, and Pearson’s correlations indicate that community newspaper websites remain “relentlessly local,” but are otherwise as focused on normative deviance as metropolitan and national publications. Put another way: Once localness is established, online community newspaper content is statistically indistinguishable from online metropolitan and national newspaper content.

Media sociologists are fond of theoretical models that analyze and describe journalistic behavior as a highly routinized group mentality (Gans, 1979; Shoemaker & Reese, 1996; Shoemaker & Vos, 2009; Sigal, 1973; Tuchman, 1978; White, 1950). One such theoretical model, gatekeeping theory (Lewin, 1947; White, 1950), has evolved into a consideration of normative deviance (Jong Hyuk, 2008; Shoemaker, 1996; Shoemaker, Chang, & Brendlinger, 1987). The concept is twofold. First, journalists construct news around events, behaviors, ideas, or groups that break established social rules or norms. The goal is to establish potential threats to either the physical security or ideological status quo of the community; this behavior is rooted in a basic sociological need for safety and security (Shoemaker & Vos, 2009). Second, gatekeeping theory assumes media practitioners have little practical interaction with media audiences, and thus little public input into news creation (Shoemaker & Vos, 2009). This line of inquiry intersects with two intriguing concepts in communication research.

The first concerns the news factor approach, largely pioneered in Europe (Badii & Ward, 1980; Eilders, 2006; Galtung & Ruge, 1965; Joye, 2010; Kepplinger & Ehmig, 2006), which can effectively measure deviance. Bridges and Bridges (Bridges, 1989; Bridges & Bridges, 1997) argue that particular news factors appear in a wide range of American media. Second, audience interaction can be easily measured via American community newspaper websites; these publications are famous for consistent and strong ties to the opinions, needs, concerns, and interests of local communities (Burroughs, 2006; Funk, 2013b; Garfrerick, 2010; Hansen, 2007; Lauterer, 2006; S. C. Lewis, Kaufhold, & Lasorsa, 2009; Reader, 2006). Studying how community and non-community newspapers utilize those news factors on their websites would provide intriguing insight into gatekeeping theory, normative deviance, and the study of community news.

LITERATURE REVIEW

Gatekeeping Theory & Normative Deviance

Gatekeeping theory evolved from a wartime food consumption study by Kurt Lewin (1947) and subsequent adaptation to communication studies by David Manning White (1950), who found that a newspaper wire editor named ‘Mr. Gates’ made both objective and subjective decisions about what news to publish. While White speculated that Mr. Gates’ individual preferences influenced his editorial choices, further research indicated that journalists adhere to highly socialized and routinized patterns common throughout the journalism industry (Bleske, 1991; Bowman, 2008; Cassidy, 2006; Gans, 1979; Gieber, 1956; Hirsch, 1977; Shoemaker & Reese, 1996; Sigal, 1973). Individual choices matter little, these theorists argued, because a journalist’s demographic identity is secondary to entrenched journalistic standards and a largely inflexible conceptualization of ‘news.’

One explanation for that homogenization is normative deviance (Miliband, 1969; Paletz & Entman, 1981; Shoemaker, 1984; Shoemaker & Danielian, 1991; Shoemaker & Vos, 2009), which argues that media homogenization is rooted in a psychological need for safety and stability. Media fill a primal need to monitor potential predators and default to the same basic patterns and trends in news coverage. In today’s world, a variety of real and imagined problems qualify as threats to either the personal safety of media consumers or the ideological status quo of society (Shoemaker, 1996; Shoemaker, et al., 1987). For example, violent behavior among anti-abortion protestors has been associated with greater news coverage than ordinary demonstrations or rational political discourse concerning abortion (Boyle & Armstrong, 2009). Socialist electoral candidates are considered newsworthy threats to the status quo (Daley & James, 1988), deviant events concerning clergy are ‘triggers’ for inter-media agenda setting (Breen, 1997), and deviant news literally drew eyeballs in an online eye-tracking experiment:

Watching the environment enables human beings to run away from or fight against threatening events. Those who monitor their surroundings carefully can adapt themselves to the environment better than those who do not monitor their surroundings. According to Shoemaker [1996], this biological instinct to monitor the surroundings accounts for human beings’ interest in news.” (Jong Hyuk, 2008, p. 42)

Shoemaker and Vos (2009) make two further stipulations: Deviance is derived from a lack of interaction between news producers and news audiences, and that deviance can effectively be measured through the study of news factors.

News Factors

News factors research focuses on condensing news articles into common, discreet pieces; this approach lends itself well to the study of normative deviance, as those individual pieces can serve as scales for deviant content.

The news factor approach stems from a pivotal study by Johan Galtung and Mari Ruge (1965), who analyzed coverage of three overseas crises in four Norwegian newspapers and outlined 12 ‘news factors’ common to crisis coverage: frequency, threshold, unambiguity, meaningfulness, consonance, unexpectedness, continuity, composition, reference to elite nations, reference to elite people, reference to persons, and reference to something negative. They found that the more factors a potential news item contained, the more likely that item would receive coverage (Galtung & Ruge, 1965).

Replications abound. Harcup and O’Neill (2001) found the majority of those 12 factors applied to daily news coverage in United Kingdom newspapers; unambiguity was particularly common, although the framework had some difficulty describing entertainment news, references to sex or animals, or news motivated by a photograph. Joye (2010) refocused Galtung and Ruge’s (1965) study from crisis news to disaster news in Flemish newspapers and found proximity, geographically and culturally, as the predominant motivator for coverage of European or western disasters and marginalized news coverage of Asian, African or Latin American disasters. Kepplinger and Ehmig (2006) argued that news factors could serve predictive purpose rather than simply offering post-production illustrative detail, while Lewis and Cushion (2009) found breaking news so prevalent on 24-hour British television news networks that factors of ‘unpredictability’ often usurped ‘predictability;’ breaking news can be banal, in a sense, as long as it was current first and foremost. Of note, too, are considerations of Islamic religious values serving as news factors in Arab newspapers (Elliott & Greer, 2010; Mowlana, 1996). Alternate sets of factors have evolved as well (Corrigan, 1990; Gladney, 1996; Schulz, 1976), and as previously mentioned, Bridges and Bridges (Bridges, 1989; Bridges & Bridges, 1997) studied proximity, prominence, timeliness, impact, magnitude, conflict and oddity.

Community Journalism

What distinguishes community journalism as a genre, and as a relatively stable market product, is its extant and explicit focus on a local community, local readers, and local issues. Scholarship has repeatedly identified the ‘relentlessly local’ focus of community journalism (Lauterer, 2006), which are commonly operationalized as publications with less than 50,000 regular circulation. Such publications are principally devoted to local readers (Bowd, 2011; Funk, 2013b; Garfrerick, 2010; Hansen & Hansen, 2011), dedicated to helping local communities survive crises (Dill & Wu, 2009; Hansen & Hansen, 2012), interested in maintaining positive working relationships with local audiences and local elites (Donohue, Olien, & Tichenor, 1989; Reader, 2006), and have historically attempted to preserve community identity when faced with wartime atrocities or Cold War propaganda (Bishop, 2009; Carey, 2013).

As Gene Burd (1979) has noted, however, “definitions of community [are] crucial to journalistic training, practice and performance. In fact, the separation of community from any type of journalism may be a contradiction” (Burd, 1979, p. 3). This mirrors arguments by Benedict Anderson (2006) that community and news media are co-constructed and intrinsically inseparable. This expands the potential definitions of ‘local’ and ‘community journalism’ into new and niche markets, both on and offline. Community news media catered to the online role playing realm of Second Life (Brennen & dela Cerna, 2010), niche homosexual media (Cover, 2005), and local health activism publications (McAlister & Johnson, 2000). American community journalism also has been suggested as a model for media development in China (Lauterer, 2012). The definition of ‘community journalism,’ even, is flexible and more closely rooted to community service than any particular variety of localness (Lowrey, Brozana, & Mackay, 2008).

Research Questions

Two primary research questions consider variance of news factors across circulation categories and potential correlations between news factors. These RQs utilize terms that will be operationalized in the methodology section, along with an exploration and literature review of computerized content analysis.

RQ1: How does the publication of deviant, social significance, and egalitarian news factors vary across the websites of American community weekly, community daily, large daily, and national daily newspapers?

RQ2: How are deviant, social significance, and egalitarian news factors correlated with circulation size on the websites of American community weekly, community daily, large daily, and national daily newspapers?

Methodology

Content analysis is the systematic, inter-subjective study of content which is extant, and absent, within a media text. It is typically “systematic, objective, quantitative analysis” (Nuendorf, 2002, p. 1) that “limits itself to the produced content alone and draws conclusions based on what is there” (Poindexter & McCombs, 2000, p. 188). The goal is the valid and reliable translation of media content into useful statistical data. Traditionally, this has involved methodological categorization of data in media texts by trained coders following a strict codebook to derive quantitative data (Krippendorff, 2004; Nuendorf, 2002; Poindexter & McCombs, 2000; Weber, 1990). Computerized content analysis software, or CATA, essentially mechanizes and expedites the same process, concentrating both the strengths and weaknesses of the method.

CATA is capable of processing massive volumes of texts almost instantaneously, offering clear appeal to communication researchers; however, that analysis remains limited to what are essentially sophisticated word counts. Studies that rely upon even simple associations or context usually are beyond the software capabilities. One comparison of a traditional and CATA analyses concerning attribute agenda setting yielded vastly different results (Conway, 2006), and scholars are quick to advocate simplicity and specificity when dealing with computers (Krippendorff, 2004; Nuendorf, 2002).

The best method of ensuring validity uses words as the units of analyses. Proper computerized content analysis is achieved through the use of word dictionaries, essentially large word banks; the computer searches the text for every instance of every word in a word dictionary and groups those terms according to the researcher’s specifications.

For this study, word dictionaries will be constructed for each of Bridges and Bridges’ (Bridges, 1989; Bridges & Bridges, 1997) news factors; the program will count the frequencies of those words in the text, group those frequencies accordingly, and provide one frequency for each news factor in each category of media. The statistics are relatively simple. The challenge lies in ensuring that all relevant words are included and inappropriate words are struck from the word dictionaries; failing to do so could compromise the validity of the study. Once validity has been established, however, reliability is an extremely simple process. Computers cannot not be reliable. As a matter of design, they approach every data point in identical manner (Krippendorff, 2004; Nuendorf, 2002); there also is a substantial history of CATA in communication studies, particularly concerning rhetoric (Abdelrehim, Maltby, & Toms, 2011; Aust, 2004; Ballotti & Kaid, 2000; Cho et al., 2003; Conway, 2006; Crew & Lewis, 2011; Don, 2011; Gorton & Diels, 2010; Jarvis, 2004).

Operationalizations

Proper operationalization of terms is important for any study, but particularly a CATA analysis. As such, the first pertinent definition concerns normative deviance, as defined by texts on gatekeeping theory (Shoemaker & Vos, 2009).

Behavior, ideas, groups, or events are deviant when they break social rules or norms. Normative deviance is studied through news factors, a vein of academic research descended from the work of Galtung and Ruge (1965). Specifically, this study adopts and adapts Bridges and Bridges’ news factors (Bridges, 1989; Bridges & Bridges, 1997). This study organizes these factors into three categories that deserve explication here: Deviant Factors, Social Significance Factors, and Egalitarian Factors.

Deviant Factors: News that emphasizes aberration from regular routines or society, deviant news factors focus on various types of conflict and celebrity (i.e., prominence, conflict, oddity).

Social Significance Factors: Social significance factors relate to news factors that pertain to details of volume or scope. Not intrinsically deviant or egalitarian, they serve as descriptors of other deviant or egalitarian factors (i.e., impact).

Egalitarian Factors: News that emphasizes ordinary occurrence, egalitarian news factors focus on tangible details and regular interaction (i.e., timeliness, proximity).

The individual factors also deserve detailed operationalization. The deviant factors used here concern prominence, conflict, and oddity.

Prominence: Prominence refers to elite or infamous individuals, issues or institutions mentioned in an article. Prominence can be local, as in a mayor or a sports team, or non-local, as in a president or an ambassador.

Conflict: Conflict refers to open disagreement between persons, groups, animals or issues, against one another or nature. Clear, articulate opposition is required; however, conflict can be broadly defined. Conflict includes elections, sports games, crime, and severe weather.

Oddity: Oddity refers to news coverage which recognizes a rare or strange event or occurrence. Odd news is news because it is odd, not simply an unusual detail of regular news.

Social significance factors cannot be considered deviant or egalitarian. They are expressions of quantity or depth that enhance, augment, magnify, or devalue deviant or egalitarian factors. Originally, following Bridges and Bridges’ (Bridges, 1989; Bridges & Bridges, 1997) framework, factors for impact and magnitude were adopted for social significance; ultimately, due to CATA complications, magnitude was dropped from the analysis.

Impact: Impact refers to the effect or consequence of a news story, either damaging or enhancing, massive or miniscule. It is akin to intensity. An article about major or minor freeway closures could have impact, as could coverage of cancer treatments, legislative hearings, or congressional elections.

Egalitarian news factors consider the tangible, ordinary, and normal. They are sometimes considered “contingent conditions” (Shoemaker & Danielian, 1991). Both timeliness and proximity were ultimately broken into sub-categories.

Timeliness: Timeliness refers to the currency of a news story. News content relating to an event that occurred fewer than two days prior to the publication, or forecasting a news event fewer than two days in the future, qualifies.

Proximity: Proximity refers to the local-ness of a news item. Articles that mention a location, event, individual or institution within the immediate coverage area of a newspaper (operationalized as within 20 miles) qualify as proximate.

The media under scrutiny also deserve definition. Indeed, “community journalism” suffers from more than a bit of ambiguity. The industry standard defines community newspapers as publications regular circulation of less than 50,000 (Lauterer, 2006). While there is worthwhile conceptual debate concerning the nature of ‘community’ and the relationship between physical and ideological community (Anderson, 2006; Burd, 1979; Lowrey, et al., 2008), this study utilizes conventional circulation size as an operationalization.

Community Weekly Newspapers: Weekly, local, for-profit, American newspapers with regular print circulation of fewer than 50,000 copies.

Community Daily Newspapers: Daily, local, for-profit, American newspapers with regular daily print circulation of fewer than 50,000 copies.

Large Daily Newspapers: Daily, for-profit, American newspapers with regular daily print circulation of more than 50,000 copies but fewer than 500,000 copies.

National Newspapers: Daily, for-profit, American newspapers with a regular daily print circulation greater than 500,000 copies.

Dataset

A framework of 125 American newspapers was used to establish a dataset: 40 community newspapers, 40 community daily newspapers, 40 large daily newspapers, and five national newspapers. Establishing geographic diversity ensured that geographic biases did not call results into question. Following in the footsteps of Reader (2006), who divided the United States into 14 geographic categories to derive a qualitative dataset of 28 newspapers, this study partitioned the United States into eight discreet regions based on common cultural, economic, and socio-political characteristics.

Each region was allowed five community newspapers, five community daily newspapers, and five large daily newspapers. The random selection process utilized a set of multi-sided dice to determine random starting points and publications. Publication frequency and circulation size were then confirmed through the Ulrich Periodic Index. This random sample accounted for 120 American newspapers stratified by circulation size and regional geography; this sampling was based largely on a previous study of community newspapers and Benedict Anderson’s theory of ‘imagined communities’ (Anderson, 2006; Funk, 2013a). The Funk (2013a) study used identical regional categories, a 120-newspaper sample, and served as the basis for the random dataset; the researcher updated and confirmed the circulation size and categorization in October 2012. Additionally, one national newspaper was chosen from five different regional categories. Random selection was employed in regions with multiple national newspapers.

The data collection process utilized a constructed-week format. Since some weekly newspapers publish online content once a week, data was never collected from the same publication more than once in any given week. The 125 newspapers were randomly sorted into five groups of 25 newspapers each. Five constructed weeks were designed over a nine-week period; technical difficulties resulted in rescheduling one data collection point during a tenth week. Data were collected between January and March 2013.

Data consisted of the three most prominent news articles on each news website. The full articles, headlines and subheadlines were copied and pasted into Microsoft Word. Bylines, authorship, and contact information was omitted. The Word documents were organized by group and circulation size category, and also included the day of the week and date in the document title (ie, ‘A.CW.Monday.1.1’ for a hypothetical data collected from community weekly newspapers in Group A on Monday, Jan. 1). There were a total of 375 articles downloaded each day per group and a grand total of 2,625 articles from newspaper websites.

Word Dictionaries

Word dictionaries were designed to be exhaustive and inclusive. They included any word that could qualify for each of the news factors, as well as different conjugations (i.e., conflict, conflicting, conflicted) and forms (i.e., violence and violent). Word dictionaries for prominence, conflict, oddity, and impact were straightforward but vast. Dictionaries for the remaining factors were more complex.

Proximity was split into two sections, general proximity and specific proximity. General proximity consisted of terms like ‘local’ and ‘area.’ Specific proximity was derived primarily through the website FreeMapTools.com, which constructed a transparent radius around each listed community in Google Maps; the map was then zoomed to a two-mile scale and scanned for any cities, towns, villages, or labeled neighborhoods located wholly or partially within the radius. The dictionary also included the name of the home community’s county, counties, parish, or parishes. Each category of newspapers had its own specific proximity dictionary; i.e., community weekly newspapers in the A group, or A.CW, had one dictionary, as did A.CD, A.LD, A.ND, B.CW, C.CW, and so on.

Similarly, timeliness was sub-divided into ‘recentness’ and ‘dates.’ Recentness contained words stating timeliness, such as ‘recent’ or ‘current,’ while dates was customized for each individual set of articles to include the date of publication as well as the two dates before and after (i.e., within the word dictionary itself, for hypothetical dataset A.CW.Monday.1.1, the dates dictionary would include ‘December = 30, December = 31, January = 1, January = 2, January = 3).

The final of Bridges and Bridges’ (Bridges, 1989; Bridges & Bridges, 1997) news factors, magnitude, is an expression of quantity that was ultimately abandoned. Although DICTION 6.0 can count quantitative figures, it cannot distinguish between numbers which are not expressions of quantity. It cannot tell the difference, for example, between the phrases ‘221 percent tax increase’ and ‘221 Baker Street,’ or between 5,125,555,555 people and the phone number (512) 555-5555. Efforts to engineer a solution were ultimately unreliable and unsuccessful.

A sample list of terms used in each word dictionary is available in Table 1. The construction of these dictionaries was conducted in Microsoft Excel. This enabled easy comparison and construction of dictionaries and an expedient search for duplicate entries. It was important to ensure that, for every dictionary but those designed for specific proximity, every word be included in only one dictionary. For specific proximity, it was acceptable if (hypothetically) Springfield, Massachusetts and Springfield, Oregon were in two different specific proximity dictionaries as only one specific proximity dictionary would be enabled at a time. However, it was important that ‘Springfield’ appear only once in each dictionary.

To ensure validity, the researcher solicited input and review from six graduate students and professors at a major research university. This process was theoretically analogous to inter-coder reliability procedures; while one individual may plan word dictionaries with validity errors, consultation with a group of researchers reduced the likelihood of improper inclusions or exclusions.

The final step imported each of the 26 dictionaries (prominence, conflict, oddity, impact, recentness, general proximity, and 20 dictionaries for specific proximity) into DICTION 6.0’s custom dictionary feature. Finally, the dates dictionary was adjusted manually prior to each individual analysis.

Once the word dictionaries were constructed, the analysis began. DICTION 6.0 computed means for each word dictionary for each Word document containing downloaded articles. Data were then processed and analyzed in Microsoft Excel and SPSS for ANOVA analyses and Pearson’s correlation analyses.

Finally, because the data analysis process utilized a multi-step and multi-platform process, the final ‘n’ in the SPSS analysis is only partially representative of the full dataset. SPSS processed what it considered 140 dense units of data – one unit for each document representing thousands of downloaded articles. One data unit represented DICTION 6.0 analyses of online news articles from community weekly newspapers in Group A, another for community daily newspapers in Group A, and so on. The number 140 misleads here as it represents only the final step in the data analysis process and understates the density of the dataset. As such, this study includes an n to represent the number of data points measured by SPSS and an n0 reflecting the number of articles and, thus, the true number of data points.

Table 1: Word Dictionaries

DEVIANT NEWS FACTORS
Prominence	Mayor, governor, president, senator, executive, elite, CEO, COO, reigning, actor, musician, singer, celebrity, athlete, professional.
Conflict	War, conflict, clash, spat, difference, disagreement, disparity, confrontation, violence, violent.
Oddity	Odd, strange, bizarre, unusual, uncanny, unnerving, rare, extraordinary.
SOCIAL SIGNIFICANCE FACTORS
Impact	Impact, change, difference, meaningful, major, important, crucial, critical, altering, changing, ending, beginning, genesis, cataclysm.
EGALITARIAN NEWS FACTORS
Timeliness
Recentness	Yesterday, today, tomorrow, soon, lately, (Not: next, last.)
Dates	The specific dates for the date of data collection, two days previous and two days following, as well as the corresponding days of the week, for each set of articles.
Proximity
General Proximity	Local, area, nearby.
Specific Proximity	The name of every city, town, village, or neighborhood within 20 miles of each newspapers’ home community, as well as the community’s county or counties, or parish or parishes.

Results

Broadly, computerized content analysis found that circulation size plays no significant role in the use of deviant or egalitarian news factors, and a limited role concerning egalitarian factors. Put another way: Community weekly newspapers and national newspapers are equally focused on conflict, prominence, and oddity in their online news content.

RQ1 asked how the publication of deviant, social significance, and egalitarian news factors varied across the websites of American community weekly, community daily, large daily, and national daily newspapers. ANOVA indicated that American newspapers of all circulation sizes demonstrated clear, unanimous consistency concerning deviant and egalitarian news factors. Variance for only one factor, specific proximity, was statistically significant (p < .001**, df = 3, n = 140, n0 = 2,625); smaller newspapers were significantly more likely to publish specific proximity factors than larger newspapers. Put another way: community newspapers were significantly more likely to publish the names of their home communities, and nearby communities, in their news coverage. The remaining factors saw no significant variation across circulation categories (see Figure 1 for means and ANOVA analyses).

Figure 1: Word Frequency Means of News Factors on Newspaper Websites by Circulation Category

RQ2 asked how deviant, social significance, and egalitarian news factors are correlated with circulation size on the websites of American community weekly, community daily, large daily, and national daily newspapers.

Pearson’s correlations were used to determine potential relationships between circulation size and use of deviant, social significance, and egalitarian news factors in online news. Analysis indicated only one pertinent significant correlation, between circulation size and specific proximity (r = -.342**, p < .001, n = 140, n0 = 2,625); the negative orientation indicates that the larger the circulation size, the lower the frequency of specific proximity. This is consistent with ANOVA analysis of the same data. The remaining factors had non-significant relationships with circulation size. Analysis also indicated a significant relationship between oddity and general proximity (r = .279**, p < .001, n = 140, n0 = 2,625). This relationship is not particularly relevant, but the full correlations set is reported here in the interest of comprehensiveness (see Figure 2 for correlation analyses).

Discussion

Data presented here indicate the spectrum of American newspaper websites remain predominately preoccupied with news about deviance. Deviance remains a constant focus in news construction, even among hyper-local community newspapers which are also focused on localness. The relationship between circulation size and geographic focus is not surprising; indeed, this is consistent with the editorial mission and business model of community journalism. It is surprising, however, that news content in hyper-local community newspapers is as focused on deviance as national media like The New York Times.

Figure 2: Pearson’s Correlations of Means Comparing Circulation Category and News Factors on Newspaper Websites

The weekly, hyper-local Weekly Observer is certainly concerned with local news about its home in Hemingway, South Carolina; The Los Angeles Times, conversely, is less concerned with news about Los Angeles and more devoted to major national and international news. Once that local focus is accounted for, however, there are no significant differences between the two concerning the remainder of their editorial content.

Put another way: If quantitative analysis had not measured for specific proximity and had instead been solely concerned with the use of deviant news factors, then the news content in The Weekly Observer and The Los Angeles Times would yield statistically identical results. Thus, the only important difference between community journalism news content and national journalism news content is a focus on localness – the “community” may generate differences in newspaper business models, but a pervasive industry standard on deviance clearly defines the “journalism” part, regardless of a publication’s circulation size.

These findings also speak to a remarkably high degree of media socialization across ostensibly diverse varieties of journalists, thus reinforcing media sociology and gatekeeping studies (Cassidy, 2006; Gans, 1979; Gieber, 1956; Lewin, 1947; Shoemaker & Reese, 1996; Shoemaker & Vos, 2009; Sigal, 1973; White, 1950). It also speaks to the prevalence of normative deviance in American media and the predictive power of news factor studies.

However, data also are contrary to gatekeeping theory’s stipulation that journalists default to news about deviance due to a lack of interaction with media audiences. Given community newspapers’ well established dialogue with local communities, it seems apparent that normative deviance is a foundational part of American news. It is not a construction of isolated journalists; instead, these data show normative deviance is independent of journalist-audience interaction.

This study identifies two major opportunities for future research. First, findings indicating that normative deviance is not the result of poor journalist and audience communication are a noteworthy repudiation of gatekeeping theory (Shoemaker & Vos, 2009). Deviance, instead, is a constant focus of American online news regardless of a newspapers’ circulation size. Why? Why do journalists who do have near constant communication with audiences remain focused on deviance, and what might interviews with those journalists and audiences reveal? Findings point to a need for better theoretical understanding and definition of normative deviance.

Second, as definitions of community and localness continue to evolve, it would be meritorious to consider how deviance applies to non-geographic community journalism. How might community media focused on particular ideological niches, professional trades, or sports teams incorporate normative deviance? Would they reflect a consistent focus on deviance, or not? Future studies could apply the frameworks used here to other varieties of community media.

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About the Author

Dr. Marcus Funk is an assistant professor of journalism at Sam Houston State University.

Dianne M. Garyantes

This study sought to identify factors that influence the cultural competence of student journalists covering urban neighborhoods. The findings indicate that professional norms, including objectivity, contribute to a culturally competent approach to community reporting. An over-reliance on these norms, however, can hinder culturally competent reporting. Empirical support was found for previously identified dimensions of cultural competence: awareness, knowledge, and skills to interact effectively with people from different cultures, as well as that the ability to negotiate an “insider” or “outsider” status. The study provides the possibility of a new norm for community journalism – to promote understanding across cultures.

Community journalism, like the rest of the news industry, is undergoing major changes in the way that it conceptualizes, produces and presents news content. Digital technologies in particular have created an unprecedented interconnectedness within localities and across the globe, which has re-oriented the field of community journalism toward geographically dispersed audiences as well as previously untapped local communities (Garyantes, 2012; Meyer & Daniels, 2012; Reader, 2012). The result has been a re-examination of the requirements of the field, including the need to connect with and better understand people from a wide range of communities and cultures.

This study seeks to identify the factors that influence the cultural competence of community reporters by studying journalism students as they report on urban communities in a large northeastern city. The communities covered by the students are, for the most part, quite culturally different from the cultural backgrounds and perspectives of the students, according to demographic data and student surveys.

The need to understand cultures other than one’s own has been growing in importance. The process of globalization, in which people and nations are becoming more integrated economically, politically, and culturally, is continuing, even in the face of the dramatic global economic downturn in late 2008 (McNulty, 2009). In recent decades, the pace of globalization “has dramatically increased. Unprecedented changes in communications, transportation, and computer technology have given the process new impetus and made the world more interdependent than ever” (Global Policy Forum, 2014, p. 1). Meanwhile, U.S. Census figures predict the U.S. population will be considerably older and more racially and ethnically diverse by 2060 (Colby & Ortman, 2015; U.S. Census Bureau, 2012). We are becoming more integrated worldwide and more diverse domestically.

Studies of the news industry have found people learn about diverse cultures and perspectives through the news media (Hannerz, 2004; Lippmann, 1922; Tuchman, 1978). Journalists, however, have been criticized for their inability to effectively and accurately report about cultures and perspectives that differ from their own (Brennen & Duffy, 2003; Davis & Kent, 2013; Friedman & Hoffman-Goetz, 2006; Ibrahim, 2003; Natarajan & Xiaoming, 2003). Some practitioners and scholars have advocated for a new approach to journalism that is more inclusive of diverse perspectives and has the potential to enhance our understanding of others (Davis & Kent, 2013; Gans, 1980, 2011; Hallin & Briggs, 2015).

For students learning about the craft of journalism, the concepts taught include objectivity, fairness, accuracy, and a code of ethics, which are related to the traditions of the profession and the socialization of reporters (Folkerts, 2014; Mari, 2015). Today, the instruction of multimedia and digital skills has been added to most journalism programs (Creech & Mendelson, 2015; Kelley, 2007). Above all, the notion of public service and journalism’s role in democracy have underscored the evolution of the profession and its accompanying curricula (Deuze, 2006; Lowe & Stavitsky, 2016; Mari, 2015). Because reporting is grounded in public service and is so closely intertwined in its community and the world at large, a journalism curriculum needs to “define ways to culturally and thematically contextualize its program” (Deuze, 2006, p. 27).

One way to bridge differences in cultures is through “cultural competence,” a relatively new concept that has been embraced by an increasing number of professions, including social work, psychology, public relations, second-language training, business, government, education, and health care. Cultural competence involves the extent to which individuals develop the awareness, knowledge, and skills necessary to understand and work effectively with people from a variety of cultures (D’Andrea, Daniels, & Heck, 1991; Sue, Arredondo, & McDavis, 1992). Georgetown University’s Center for Child and Human Development features a National Center for Cultural Competence (2016), while the National Association of Social Workers (2001) has developed a policy that “charges social workers with the ethical responsibility to be culturally competent” (p. 7). Cultural competence programs also have proliferated in U.S. medical schools in response to increasing national diversity and mandates from accrediting bodies (Kripalani, Bussey-Jones, Katz, & Genao, 2006).

While cultural competence during the past several decades has been expanding in use and credibility, the concept also has been criticized as vaguely defined, inconsistently measured, and missing important perspectives (Herman, Tucker, Ferdinand, Mirsu-Paun, Hasan, & Beato, 2007; Kocarek, Talbot, Batka, & Anderson, 2001). Others criticisms include that the concept does not address dimensions such as power, structure, and positionality (Dean, 2001; Jenks, 2011; Suzuki, McRae, & Short, 2001). Still other scholars maintain the concept actually narrows the concept of culture and can lead to stereotyping (Lee & Farrell, 2006).

This study seeks to address criticisms about the concept as it attempts to determine the factors that influence the cultural competence of university students learning journalism skills through a community journalism project. By studying cultural competence in relation to student journalists and their work, we can gain new knowledge about the concept and its potential to be included in journalism curricula, increase the possibility that community news reporting will be more inclusive of diverse perspectives, and potentially enhance our understanding of others and ourselves.

Community, Community Journalism, and Cultural Competence

The concept of community is multifaceted and difficult to define. An early definition of community is that it is a master system encompassing social forms and cultural behavior in interdependent systems or institutions (Arensberg & Kimball, 1972). Lowrey, Brozana and Mackay (2008) defined community as a process of negotiating shared symbolic meaning and noted that community media aid this process by “both encouraging pluralism and offering cohesive, coherent representations of the community” (p. 1). Community also has been defined as existing in the abstract, where there is a sense of commonality among people, and in the concrete, where specific groups of people connect over certain circumstances or interests (Christensen & Levinson, 2003).

Further distinctions among communities can be found in the Encyclopedia of Community (Christensen & Levinson, 2003) and in an essay published by Hatcher and Reader (2012), which distinguish communities as proximate communities, in which membership depends on residence in a particular place; primordial communities, or those built around ethnicity or shared heritage; instrumental communities, which are developed around specific, relatively short-term goals such as political purposes; and affinity communities, which connect people by areas of common interest. Today, virtual communities, which connect people online in diverse and socially supportive ways free from geography, also thrive (Hampton, 2003).

Urban neighborhoods, which are the focus of this study, share the complexities and characteristics of community outlined above – including but not limited to proximity, shared heritage, and affinity – and often are served by community media (Janowitz, 1952). The various conceptualizations of community necessitate a need for reporters to understand and represent a community’s overlapping layers and definitions.

Community journalism historically has been characterized by small newspapers covering a specified geographical area with an emphasis on local reporting and close relationships between the reporters and audience members (Kennedy, 1974; Lauterer, 2006; Reader, 2012). The emphasis of the coverage, according to Lauterer and Reader, was on people and face-to-face interactions. The degree and implications of “connectivity” between journalism and its communities are important, particularly in the study of community journalism (Reader, 2012). This focus on community in community journalism encourages reporters to determine the priorities of local residents, as well as their concerns and perspectives on different issues (Kurpius, 1999).

Today, however, increased mobility and digital technologies have fostered the emergence of communities that are connected not by particular places, but by common interests and the distribution of information. Rather than defined by geography, community “instead becomes more about shared interests than shared locations” (Meyer & Daniels, 2012, p. 199). The structural shift from communities of place to digital, niche communities presents potential challenges for community journalism (Friedland, 2012). News organizations, local news and civic engagement could be diminished or even lost if the trend continues. This potential loss was uncovered in one study, which found local residents were mixed in their support of a new county-run digital information and media center (Mwangi, Smethers, & Bressers, 2014). While some residents strongly supported the center, others were critical of its high cost and said their lack of technical skills prevented them from participating in the center’s information hub (Mwangi, Smethers, & Bressers, 2014).

Other studies have found, however, that the new breed of online news entrepreneurs, particularly former journalists, has been primarily focused on the public service mission of covering local communities (Ferrucci, 2015; Nee, 2013). Moreover, the goal of online communities and traditional community journalists is similar: to bring people together (Meyer & Daniels, 2012). Thus, the move to online communication potentially has both deleterious and beneficial effects to community journalism.

Community and community journalism are located within the larger context of culture (Arensberg & Kimball, 1972; Deuze, 2006; Hatcher, 2012). Yet the concept of culture also has been evolving and becoming more complex over time. Over the past 140 years, anthropologists have conceptualized culture from “a complex whole which includes knowledge, belief, art, morals, law, custom, and any other capabilities and habits acquired by man as a member of society” (Tylor, 1874, p. 1) to a total way of life, a way of thinking, feeling, and believing (Geertz, 1973; Rosaldo, 1993). Culture is a broad concept, one that is learned, historically situated, and continually evolving (Geertz, 1973; Rosaldo, 1993). Geertz (1973) wrote culture is a way of creating meaning and artfully described it as “webs of significance that he (man) himself has spun” (p. 5). It is characterized by change, inconsistencies, and contradictions. Moreover, individuals have multiple identities within a culture.

Anthropologists, sociologists, and other social researchers also acknowledge subcultures within larger cultures that are based on their own values and norms (Mendoza-Denton & Boum, 2015; Vigil, 2003). Another perspective involves the notion of cultures in the plural, which denotes difference and situates cultures within various contexts (Brumann, 1999; Hannerz, 1997), while cultural processes (Appadurai, 1996) also indicate difference and help to mobilize group identities. Thus, culture is a major influence within and on communities and needs to be understood by community journalists.

Cultural competence

Definitions of cultural competence vary, although most focus on “the capacity to function effectively in other cultural contexts” (Paz, 2008, p. 3). One conceptualization adapted from a definition developed by Cross, Bazron, Dennis and Isaacs (1989) states cultural competence is “a developmental process that evolves over an extended period. Both individuals and organizations are at various levels of awareness, knowledge and skills along the cultural competence continuum” (National Center for Cultural Competence, 2016, p. 1). The three main dimensions of cultural competence as used by Sue et al. (1992) and D’Andrea et al. (1991) are still used in most conceptualizations and models of cultural competence today. They are awareness of one’s own perspectives and biases (also referred to as attitudes and beliefs), knowledge about culture and cultural perspectives, and skills to interact with a variety of people belonging to various cultural groups.

While cultural competence is considered valuable in a variety of professions, some studies have associated it with positive outcomes. In research examining the effects of cultural competence training in health care, for example, cultural competence training has been related to positive patient outcomes (Lie, Lee-Rey, Gomez, Bereknyei, & and Braddock III, 2010) and the potential to reduce ethnic and racial health disparities (Lie, Carter-Pokras, Braun, & Coleman, 2012). The U.S. Department of Health and Human Services Office of Minority Health and individual U.S. states now actively promote cultural competence training and approaches in health care (amednews.com, 2009; U.S. Department of Health and Human Services, 2016).

Cultural competence has not been adopted in the field of journalism in the same way other professions, particularly by the medical, mental health and social work fields, have embraced it, yet some of the goals of the journalism profession and journalism education are aligned with the concept. The Society of Professional Journalists’ Code of Ethics (2014), for example, states journalists should “boldly tell the story of the diversity and magnitude of the human experience. Seek sources whose voices we seldom hear” (n.p.) and to avoid stereotyping. It adds “journalists should examine the ways their values and experiences may shape their reporting” (p.1). In another example, one of the nine standards outlined by the Accrediting Council of Education in Journalism and Mass Communications (2017) is Diversity and Inclusiveness, which includes curriculum that “fosters understanding of issues and perspectives that are inclusive in terms of domestic concerns about gender, race, ethnicity and sexual orientation…(and) across diverse cultures in a global society” (p. 1).

In a study of 105 accredited and non-accredited journalism programs, researchers found that the relevance of diversity for all types of practitioners in mass communication and the importance of diversity in the job market were reasons why journalism programs made diversity important in their curricula (Biswas & Izard, 2009). Biswas and Izard wrote: “Cultural competence and multicultural knowledge are increasingly being demanded in the diverse, competitive environment of the job market” (p. 391). Moreover, employers also believe diversity and cultural awareness are skills sets that are vital in the communications field (Gotlieb, McLaughlin & Cummins, 2017; Herk, 2015). Herk (2015) cited surveys that found employers believe it is important for candidates to possess “knowledge related to being able to work effectively in organizations and markets that are increasingly global and diverse. This runs the gamut from ‘awareness and experience of’ diverse cultures (either inside or outside the U.S.)… to the ability to work with/get along with others from diverse cultures … to the ability to ‘operate’ in different cultural settings” (p. 5).

Factors that have been identified as contributors to cultural competence in previous research include the ability to examine one’s own prejudices and biases toward other cultures, understand the other person’s world view, and directly engage in and desire to engage in cross-cultural interactions (Campinha-Bacote, 1999); demonstration of open-mindedness, self-confidence, inquisitiveness, and maturity, as outlined in the California Critical Thinking Dispositions Inventory (CCTDT) (Doutrich & Storey, 2004); and the ability to explore and reflect on culture, racism, classism, sexism, and historical factors that might shape health behaviors (Betancourt, 2003).

The concept has largely been measured quantitatively through surveys and indices developed for cultural competence training (Delgado, Ness, Ferguson, Engstrom, Gannon, & Gillett, 2013), although some scholars have argued the concept of culture itself is complicated and best assessed through mixed methods or qualitative research methods (Johnston & Herzig, 2006; Williams, 2007). A problematic aspect of the concept is the notion of obtaining specific knowledge of cultures other than one’s own. Critics of cultural competence argue that having “knowledge” of a culture can lead to stereotyping. Some anthropologists have argued the cultural competence ultimately essentializes the complex nature of culture and could be a “backdoor to racism” (Lee and Farrell, 2006, p. 1).

The term “competence” also has been challenged (Kirmayer, 2012; Kleinman & Benson, 2006). Competence can indicate the erroneous notion that culture can be reduced to a technical skill for which professionals can be trained (Kleinman & Benson, 2006). These criticisms have led current cultural competence scholars to argue it is time to move past the concept’s “list of traits” or “do’s and don’ts” approach to cross-cultural interactions and develop an open, questioning approach with people from different cultural groups about how social, cultural, or economic factors influence their lives (Betancourt, 2006; Betancourt & Green, 2010; Jenks, 2011; Kleinman & Benson, 2006).

This research seeks to identify factors that influence the cultural competence of student journalists through a case study of undergraduate student reporters producing a community news website in a culturally diverse, urban setting. A broad operational definition of cultural competence was constructed for the study that conceptualizes cultural competence as a broad, multidimensional process and includes the three main dimensions of cultural competence tailored specifically for community journalists: awareness of one’s own cultural perspectives, knowledge of culture and cultural perspectives, and the skills and attributes to effectively and appropriately communicate, interact with, and represent people from a variety of cultures (see Appendix 1). The knowledge dimension of cultural competence was divided into two levels: 1) a broad “macro” level, which includes an understanding that collective cultural practices conform to common codes and norms, shared language, and common historical, political, social, and economic development; and 2) an understanding of an anti-essentialized “micro” level of culture, which includes complexities of culture such as that culture is not static, but a process that is constantly being constructed by people within the culture, that there are as many differences and influences within a cultural group as between different cultural groups, that cultures continually change due to internal and external influences, and that individuals can have multiple identities within the culture.

Research Questions

The theoretical underpinnings of the research include the social construction of reality, which examines how people within social groups interpret the world around them (Berger & Luckmann, 1966; Schutz, 1944), and concepts related to social cognition including individual and group schema, attribution, and cognitive complexity, which address how individuals and societies construct and perceive the world around them (Fiske & Taylor, 1984; Hamilton, Devine & Ostrom, 1994). Increased attention to these matters could lead to a more culturally competent approach to journalism, which would encourage an awareness of one’s biases and could motivate a reporter to seek out alternative schemata. In addition, a higher level of cognitive complexity on the part of reporters, in which they are able to perceive diversity in opinion, grasp ambiguity, and understand that knowledge and values are contextual rather than right or wrong, will help them transcend their own perspectives or question their narrow perspectives. Support for the cultural competence of journalists also could begin a renewed discussion of issues such as the importance of providing multiple perspectives, or providing a more “multiperspectival” approach to news, as advocated by Gans (2011). Two main research questions were explored:

RQ1: What are the specific factors that contribute to the cultural competence of student community journalists?

RQ2: What specific factors hinder student community journalists’ ability to offer culturally competent news coverage?

Method

This case study is based on survey, interview, and participant observation data collected from 2007 to 2009 from student journalists working in a multimedia urban reporting lab. The lab is at a large northeastern university, where student reporters work in groups of two or three to produce multimedia news pieces about urban neighborhoods that are under-served by the mainstream media. Cultural competence was not taught as part of the course, although the students were encouraged by the professors in the lab to be open-minded, fair and accurate in their reporting about the neighborhoods. It is worth noting that student journalists are an important population to study because they represent the next generation of reporters who are likely to produce content for online publications and for culturally diverse, even global, audiences.

This research represents the second phase of a larger research study. An earlier phase of the case study involved an in-depth analysis of the reporting and news texts by two groups of student journalists covering the same urban neighborhood (Garyantes, 2012). The first phase of the study also used a multi-method approach to identify factors that influence the cultural competence of journalists. The findings included the students were able to negotiate their “insider-outsider” status in the neighborhood and the increased context provided by multimedia storytelling offered the potential to move the reporters and their news texts toward a more culturally competent approach to community journalism.

In order to further refine the factors that influence reporter cultural competence and study them on a broader scale, this phase of the research examines a wider range of the student reporters’ experiences in and perceptions of various neighborhoods, as reported through more than 200 survey responses and dozens of in-depth interviews. These data were triangulated with participant observations and interviews with news sources and neighborhood representatives, who reviewed the students’ news texts representing their cultures and communities.

Specifically, the data include 223 self-assessment surveys of the student reporters administered at the beginning and end of the semester over six semesters. The 38-question survey at the start of the semester involved closed- and open-ended questions on topics such as the student reporters’ awareness of cultural influences on themselves and others, their perceived ability to relate to and interpret individuals who have cultural perspectives different from their own, their level of knowledge about the neighborhood they covered, and their perceived ability to understand and represent the complexities of the neighborhood. The second survey was a 19-question instrument that asked closed- and open-ended questions related to the students’ experiences in the field, such as their perceived ability to represent the communities in news texts and how their perceptions of the neighborhood had changed during the semester, if at all.

The case study also included 71 randomized, semi-structured interviews with 46 student reporters, 17 news sources, 4 representatives of neighborhoods covered by the students, and 4 professors from the multimedia class. The interviews with the news sources and neighborhood representatives contained questions similar to those in the survey about the students’ ability to relate to and interpret people and cultures in the communities they covered and served as an important counterbalance to the students’ perceptions of their community interactions and resulting news texts. Moreover, the news sources and neighborhood representatives reviewed the news texts produced by the students and assessed whether they accurately and fairly represented the community and its cultures.

Within the random sample of student interviewees, 28 participant observations were conducted with 15 different student reporting groups covering 11 different neighborhoods. Participant observation has not been used extensively as a data collection method in previous cultural competence scholarship and use of this method helped refine measures for the concept. The data collected during the observations included formal, informal and non-verbal behavior and communication between the reporters and their sources, the types of sources the students sought, and the nature of the information collected during reporting.

Themes from the data were drawn using a theoretical thematic analysis approach, which uses the study’s research questions to guide the analysis and identifies, analyzes and reports patterns within data (Braun & Clarke, 2006). The analysis was conducted using a six-step approach: becoming familiar with the data, generating initial codes, searching for themes, reviewing the themes, defining and naming the themes, and documenting the results (Braun & Clarke, 2006).

The 223 survey respondents ranged in age from 20 to 37 years old, with 87.4% (n = 181) falling between 21 and 24 years of age. The classes contained more women than men (58.4% female, n = 128; 41.6% male, n = 91). Three-quarters of the students reported their ethnicity as Caucasian (73%, n=154), while 13.7% (n=29) reported their ethnicity as Black or African-American, 4.7% (n=10) were of mixed race, 4% (n=9) were Asian, 3.3% (n=7) were “Other,” including Russian, African, and Trinidadian, and .9 (n=2) were Hispanic or Latino.

Nearly half (43.5%, n=87) of the students reported that they came from families with annual incomes of $75,000 or more; one-quarter (24%, n=48) reported annual family incomes of more than $100,000. Nearly two thirds (63.3%, n = 133) described the community in which they grew up as suburban, one quarter (21.4%, n = 45) described the community in which they grew up as urban, while approximately 11% (n = 23) reported they grew up in rural areas. More than half of the respondents (54.1%, n = 112) said the communities in which they lived had populations of 100,000 or less; more than one quarter (28%, n =58) grew up in communities with fewer than 30,000 people.

The city in which the study took place has a population of approximately 1.5 million people, 44.2 % of whom are Black or African-American, 36.3% White, and 13.3% of Hispanic or Latino origin (U.S. Census Bureau, 2013). The Census also reported that approximately 22.2% of the population is under 18 years of age and 12.4% was 65 years old and over, while the median household income from 2009-2013 was $37,192.

Factors Influencing the Cultural Competence of Student Journalists

For ease in reporting the findings, RQ1, which examined factors that contribute to the cultural competence of community journalists, and RQ2, which asked about factors that hinder the cultural competence of community journalists, were combined. The themes that emerged from the data indicated that the use of certain professional norms and routines, particularly an objective approach to reporting, contributes to a culturally competent approach to reporting. However, an over-reliance on these norms, such as solely focusing on facts and accurate information and minimizing context, is a potential hindrance to cultural competence.

The data also suggest support for a finding from the first phase of the study-that the ability to negotiate an “insider” or “outsider” status contributes to cultural competence. Empirical support also was found for the dimensions of cultural competence identified in previous research, while an absence of the previously identified factors was found to be a potential hindrance to a culturally competent approach to reporting.

Relying on Journalistic Norms and Routines: An Objective Approach

News sources, neighborhood representatives and the student reporters all indicated that objectivity in reporting helped to promote positive interactions with sources and news texts that accurately represented life in the neighborhoods. They suggested that the objective approach allowed students to step away from their own perspectives and avoid biases in order to fairly represent the reality of the cultures within the neighborhoods-an indicator of cultural competence. For example, a drug treatment counselor who had been interviewed by students reviewed their video focusing on the neighborhood’s drug market and said they had provided a fair representation of life in the community. “That’s the reality,” he said. A city resident that was interviewed as a news source for another story said:

It didn’t seem like [the reporter] had much experience with this neighborhood at all, but it didn’t seem like it made her close-minded about it or judgmental about [the neighborhood]. It doesn’t have the best reputation, but she didn’t come with pre-conceived concepts.

A neighborhood representative who reviewed student news stories about his community said the reporters had done a good job of representing life in the neighborhood and noted:

I think it’s important for reporters to open themselves up every time they do a story, to open themselves up and say, “I’m not gonna bring anything to this”…That could be difficult if you have a student who grew up in rural America and then they come to an urban setting… that’s a lot to overcome right away…. I don’t know if they teach that in classes, but I think that’s part of it.

The students themselves indicated in surveys and interviews that taking an objective approach to reporting helped them avoid bias and fairly represent the neighborhoods. For example, in open-ended responses to the survey question, “Why/Why not were you able to accurately represent life in the neighborhood through your media coverage?” the 223 respondents indicated 60 times at either the beginning or end of the semester that reliance on professional norms such as objectivity helped them to accurately represent life in the neighborhoods. Some students indicated they were able to represent the complexities of the neighborhoods by stepping away from their own perspectives and allowing others to “tell their story.” Others said they were able to represent the complexities of life in the communities by not inserting their opinions or exploiting residents in news stories, by remaining open-minded, and by asking only pertinent questions. One student reporter said in an interview: “Don’t compare it to your own culture unless that’s ultimately what your piece is about…. Try to turn off that filter in your brain that says, ‘Well, we do things differently.’”

Participant observations of student reporters in the field confirmed that they were able to interact with residents in a neutral, objective, respectful and professional way. Although common courtesy or the presence of the researcher could have influenced this dynamic, it seems that the students-as evidenced by their own comments-were exercising the norm of using an objective approach to journalism to bypass their biases and perspectives.

An Over-Reliance on Norms And Routines

Some student reporters indicated in open-ended survey responses that they were relying exclusively on journalistic norms such as an objective approach or the quest for accurate information in order to report on the neighborhoods. One student wrote in the survey, “I think I can (represent the neighborhood) well because I’m very unfamiliar with the neighborhood, that (sic) allows me to be and stay objective.” Another said he was able to represent life in the neighborhood “because being a reporter is about reporting the facts and conveying peoples’ stories to the public, even people of a differing culture. As long as one does their (sic) job accurately, this can be accomplished.”

Being unfamiliar with a neighborhood and relying on accuracy can be problematic in community news coverage, according to news sources. Sufficient context is key. An editor from a community newspaper who was interviewed by students as a news source said the facts in a student story about housing in the neighborhood were accurate, but the piece was ultimately incomplete. He said: “What it doesn’t capture is why, because there is a lot of housing stock in [the neighborhood] that is in bad shape…. It is accurate, as far as it goes. It’s quite accurate, in fact.” The editor said the story needed more context in order to get closer to the local residents’ perspective. One student reporter validated this comment when she suggested during an interview that community reporters need to go beyond facts when they’re reporting and producing news stories. She said: “I think journalists can be kind of cocky about that, like, ‘Yeah, I got all the facts.’ I think it’s more than the facts.”

Awareness of and Ability to Negotiate an “Insider” or “Outsider” Status

The ability to negotiate one’s role as an “insider” or “outsider” in a community has become complicated for community journalists. As noted earlier, community journalists historically have considered themselves part of the fabric of a community and were comfortable with an “insider” role. Yet, today’s digital environment has disrupted these traditions and the student reporters in this study represented that disruption. While some students were residents of the communities they covered, making them traditional “insiders,” most were not and considered themselves “outsiders.” Being an “outsider” meant the student reporters had to develop strategies to understand and accurately represent the communities and their cultures to other “insiders.” Moreover, because their news texts were community-focused and appeared online, they also had to explain and represent the communities to other “outsiders,” since their audience had expanded beyond the neighborhoods’ geographic boundaries.

As “outsiders,” the students said they found it difficult to understand and represent the communities they were covering. For example, when responding to the open-ended survey question, “Why/Why not were you able to accurately represent life in the neighborhood through your media coverage?,” 34 mentioned they found it difficult to represent life in the neighborhoods because they felt like “outsiders” in the communities. One student wrote: “I…feel like the people who actually live there would be better suited for the job.” Another student reporter said in an interview, “I definitely felt like an outsider…just because I’m not from around here and I think I kind of give off that, like I just…I don’t think I have the [city] vibe.” He added:

The way I feel about the neighborhood is kind of like…what happens behind closed doors…stays behind closed doors…and that’s how I feel my stories have kind of turned out…just like, OK, whatever is going on…I don’t really know…but what they put on the outside is what I can report on…what they’re willing to disclose.

It is important to note that the students raised the issue of being an “outsider” more in the beginning of the semester than toward the end of the semester. This finding indicates student reporters were finding ways to negotiate their initial “outsider” status. Students who felt like “outsiders” said in interviews and surveys that they were able to navigate this potential barrier in a number of ways, including strategies that involved skills related to cultural competence such as remaining open-minded and spending time in the neighborhood to build trust with residents. Other strategies included conducting a great deal of research about the community so they could talk knowledgeably with sources, working in groups so they felt more comfortable in the neighborhood, being open and making friends with the residents, allowing people to tell their own stories with little interference from the reporter, and gaining access to “insider” sources who could help move the journalist closer to an “insider” status. Some students said they even dressed in ways that would not immediately identify them as outsiders. Observations of students in the field revealed that some student reporters were able to negotiate an “outsider” status by being friendly with local residents and by taking a genuine interest in their lives. Two students preparing to interview a local artist in his home played with his dog for a time before beginning to set up their equipment. Another group of students interviewing residents in a senior citizens housing complex spent time looking at the ladies’ homemade crafts before and after their interviews.

There were 30 students who reported in the survey they had grown up in the city in which the study took place, and at least four students grew up in the same neighborhoods they were covering for the class. These “insider” student journalists reported the advantages of this status, such as being comfortable moving around in the community, easily generating story ideas, and being able to more quickly build trust with news sources. Yet, in some ways it was almost easier to operate as “outsiders” when acting as journalists in the community, according to these students, because they felt they would be able to be more objective and would be taken more seriously by neighborhood residents. One representative of a neighborhood covered by the students said in an interview:

I think it is important for everyone to recognize different perspectives whether you are an insider or an outsider…. It is easier as an insider as long as you understand the outsider’s perspective because that is whom you are writing for.… For an outsider, you kind of have to come at it from the back door as being able to understand the insider’s point of view without judging it. Neither one is easy.

Evidence of Previously Identified Dimensions of Cultural Competence

The most common dimensions associated with cultural competence in previous studies are awareness, knowledge and skills. The data in this study, much of which were gathered using an inductive approach, found empirical support for these previously identified dimensions of cultural competence.

Awareness of the importance of culture and one’s own cultural perspective: Some of the student journalists indicated in open-ended survey responses and in interviews they understood their perspectives about the world were due in part to their cultural backgrounds. One student wrote in the survey: “My culture, African-American, greatly impacts how I see myself in society as a whole. I attribute my background in the ways I can overcome struggles just like my ancestors overcame slavery and segregation.” Another said: “Being Jewish, culture is a really big part of my life…. So I can relate to that, for the people, the Latino people of (the neighborhood) because that they take so much pride in it and I do in my own.” While these comments reflect what anthropologists might consider a narrow view of culture-one based on ethnicity and religious beliefs-they also express an understanding of culture as conceptualized by anthropologists as the way people make sense of their lives or the ways in which people make meaning in their lives.

In some cases, a student’s self-awareness developed as a result of reporting in the neighborhoods. One student, who with her group produced a multimedia package about one neighborhood’s drug culture that one of their news sources called “impressive” and a “well-rounded, well-covered piece,” said in an interview she became aware of and changed her views of the neighborhood as a result of reporting on the story. She said:

I used to think of a drug addict as a bum, didn’t really think of them as a person, you know? And I couldn’t understand their mindset or why they would be that way. I didn’t have any sympathy for why they would do that…. But I just realized the humanness of everything…. Like [one addict and drug dealer she interviewed] grew up there his whole entire life. It’s the only thing he knew so how can you really blame him if that was the only life he was exposed to.

Lacking awareness of the importance of culture and one’s position, cultural perspectives and biases: A potential inhibitor to a culturally competent approach to community reporting was a lack of understanding on the part of the student reporters of the concept of culture, their own positions, and their own cultural perspectives. For example, 12 of the students who said in the survey that they believed their cultural backgrounds had a “very limited” or “limited” influence on their thinking and behavior said they believed this was because they were not part of a particular “culture.” One student wrote, “When you come from a place that doesn’t have culture, but rather a zip code and a lot of trees, you learn to be malleable to your present settings, since there is little ingrained ways about you.” This student seemed to believe that being part of the white, suburban culture in the United States meant she did not have a “culture” and therefore did not have a cultural lens through which she viewed the world.

Another potential inhibitor to a culturally competent approach to community reporting was the concomitant tendency to unconsciously categorize the neighborhoods and their residents into broad categories that are socially constructed or created through abstracted notions or schema. For example, one student reporter describing the mostly Latino neighborhood he was covering said in an interview:

It doesn’t feel like America, you know, it kind of feels like a foreign place cause everything is just Puerto Rican. The marquee signs are in Spanish and people are speaking Spanish, eating Spanish food – I mean Puerto Rican food – I just didn’t think that was in [the city], you know?

This student’s remarks reflected not only a lack of knowledge that Puerto Rican people hold U.S. citizenship, but also a stereotype of what it is to be “American.” The student implied that the broad, stereotyped category of “America” is non-Latino, or, more specifically, presumably speaking English and eating food that would be not associated with Puerto Rico.

Knowledge of culture and cultural perspectives: An understanding of culture, including a particular culture’s structure and history, or “macro” knowledge, as well as its complexities and contradictions, or “micro” knowledge, is tremendously important, according to news sources. In interviews and participant observations, it was found that students gained much of their macro-level knowledge through Internet research, while micro-level knowledge was gathered by spending time in the neighborhoods and talking to residents.

Regarding “micro” level knowledge, nearly all of the 46 students interviewed indicated they had developed some micro knowledge of the neighborhood during the semester; several mentioned they had come to appreciate the complexities of the neighborhood, its cultures, and the people in it. One student expressed an understanding of the need for micro-level knowledge when she wrote on her start-of-the-semester survey, “I know that there are people in the neighborhood that actually care and sometimes you just need to take a closer look at things.” Another wrote:

I’ve realized the [neighborhood] is more than a few corner bodegas and Catholic churches. There’s so much more to the Latino community there, and they’re all very willing to tell their stories. They just need people who care to listen.

Another student demonstrated an understanding of the concepts of culture, cultural competence, and the various cultures within the neighborhood she was covering when she noted it was difficult to represent her neighborhood in news texts because “there’s just so many dimensions of that neighborhood…. There’s so many different levels and I don’t even think there would be enough time for us to really do every one justice.”

Observations of students in the neighborhoods demonstrated their accumulation of a certain amount of micro knowledge. They recognized people on the street, possessed a certain level of comfort and knowledge of how to get around in the neighborhood, and were able to recognize neighborhood nuances. Some students knew storeowners and some people on the street by name. Others were able to explain cultural symbols, such as a certain type of music played by the residents or the urban symbol of sneakers dangling on telephone lines.

Lack of knowledge of culture, including its “macro” and “micro” aspects: The data also suggest, however, that the students’ micro knowledge, like all knowledge, according to Clifford (1986), was only partial. The students themselves noted there was much about the neighborhoods they did not know. Several observations revealed some of the student reporters would frequent the same people or places for stories. In some neighborhoods, there were entire sections, particularly residential sections, that students knew little or nothing about. One student noted the influence of popular culture in his neighborhood when he said he “didn’t see much” culture there because:

There’s a lot, I think there is a lot of pop culture. You know, kind of, a lot of pop culture kind of dominating the culture…. In my hometown… you see groups that carry on tradition or are creating tradition but, I think it’s hard to find.

The student was implying a conceptualization of culture based on maintaining traditions rather than culture as a changeable process that is influenced by phenomena such as popular culture. Thus, the students during their time in the neighborhoods gained some understanding of the nuances and micro levels of the local cultures. However, their micro-level knowledge was limited, which likely affected the news content they were able to produce.

Macro-level knowledge of the neighborhoods also seemed to be lacking. One news source, commenting on a student’s story about dropout rates at a neighborhood high school, said the story needed historical context to explain why some students were not attending school. She
said:

If you look at deseg [desegregation] in this community, you didn’t cross Front Street if you were a person of color because you got your ass kicked… There is a culture there, so if you were a kid who went to [one local high school] or [another local high school] and would get whooped after school if you didn’t make it on the bus, you would tend not to go over there. Culturally that still exists. So people have to understand those historical perspectives.

About one-quarter (n=12) of the 46 students interviewed explicitly expressed the importance the macro-level knowledge of their neighborhood’s history in interviews, although, in some cases, they said its history was important because it was a major part of the community’s identity. Most students said they had done some research about their neighborhoods before they went out, but few had a specific understanding of a neighborhood’s history or the political and social forces that had an impact on its development. Students did not cite a particular reason for not knowing the history of a neighborhood; the historical and political context did not seem to be a priority for them.

Skills and attributes to effectively and appropriately communicate, interact with and represent a variety of cultures: Skills related to a more culturally competent approach to journalism include being able to communicate effectively and appropriately with people in a community during formal interviews and informal encounters. This effective communication includes clarity of verbal and nonverbal communication with sources and a lack of communication miscues with sources. Other skills and attributes involve being able to listen well, having empathy and respect for local residents, being able to start conversations and prompt responses from residents about local concerns, being adaptive, and having confidence when communicating with others. Some attributes and skills related to cultural competence were unique to community journalism, including interviewing a wide variety of local residents and community leaders for news stories.

Observations and interviews with students and their sources revealed that the student community reporters in varying degrees demonstrated these culturally competent skills and attributes. One news source said of a student community reporter, “My impression was that this particular writer captured the essence of our concerns here in the local community…. She listened. She listened and she asked me questions for clarification.” She praised the student’s article about a local issue because it included perspectives from “across the span of community members… She did get just about every facet that I could think of.”

The need for effective communication in order to learn about the community and its cultures was raised by another news source, who said:

Communication… a lot of people take it for granted. Just cause we know some words and we talk back and forth doesn’t mean that you’re always understanding the message that someone’s trying to give. It’s a real skill, and even if you have a reporter who’s excellent in it, you could be interviewing someone who may not be getting the message that they want out… conveying it correctly in words. So that art of communication is very important.

Lack of skills and attributes to effectively and appropriately communicate, interact with and represent a variety of cultures: In some cases, however, the student community journalists were unable to communicate effectively with sources, sometimes due to language barriers but at other times due to miscues or a misreading of the neighborhood and its culture. One news source told the story of a student who called him to talk about the issue of his neighborhood being “blighted.” He said:

I don’t even understand what the term “blighted” is. And so when you use a term like that to describe a neighborhood, you should understand how it’s used and what it means and what makes this neighborhood “blighted” and that neighborhood not “blighted.” And sometimes it’s a matter of perspective.

Other students discussed in interviews and during participant observations that relating to neighborhood residents meant getting “down to their level,” as if there is a hierarchy in place in which the students are placed above the residents, requiring them to move “down” in order to relate to them. In an interview, the community newspaper editor said, “Don’t assume that people are not cognitive, very cognitive, of issues of their lives because they don’t look middle-class or talk it. People are not dumb. People are smart about things that matter to them.”

Discussion and Implications

This research seeks to address gaps in cultural competence scholarship by applying the concept to student journalists and identifying factors that could influence their potential to adopt a culturally competent approach to community reporting. The research also aids in refining the definition and measures of cultural competence. The data revealed that the students’ use of an objective approach to journalism helped them to step away from their own cultural perspectives and effectively and appropriately interact with news sources from a variety of different cultures. Promotion of professional norms such as an objective approach to news is vital at this time in the journalism profession when reporters and user-generated content are moving away from professionalism and more toward personal expression.

Yet relying solely on certain norms such as the quest for stories, facts, and accurate information, as some students did, cannot replace the thoughtfulness that goes into becoming aware of one’s position and perception of the world, then having the willingness, if necessary, to challenge one’s attitudes and beliefs. In addition, some students minimized context in their news stories, according to news sources, which moved the texts away from a culturally competent approach to community journalism. In order to become more culturally competent, journalists would need to become aware of and transcend their biases, develop knowledge and skills to relate effectively with and represent others, and adhere to current norms.

The data also showed support for a contributing factor of cultural competence found in the first phase of the research: Students’ awareness of and the ability to negotiate one’s status as an “insider” or “outsider.” This is a particularly complicated skill for community journalists, who increasingly communicate not only locally but also globally through digital technologies. Other themes gathered through surveys, interviews, and participant observation provided empirical support for dimensions of cultural competence identified in previous research and models, i.e., awareness, knowledge and skills that influence the process of an individual becoming more or less culturally competent. The student reporters in this study demonstrated varying degrees of cultural awareness and communication skills, according to the data, but seemed to be lacking in micro-level and macro-level knowledge of neighborhoods and their cultures. Not surprisingly, a lack of any of the previously identified dimensions of cultural competence was a hindrance to a culturally competent approach to community reporting.

Evidence of the social construction of reality, schema, and attribution was revealed particularly in relation to expressed stereotypes or communication miscues with sources. The finding about students’ over-reliance on journalistic norms to represent the neighborhoods also demonstrated evidence of social construction of reality and schema. Community journalists need to go further to become aware of their own group schema, role schema, and news schema to avoid falling into biases created by abstracted, constructed expectations that are not based on experience with members of the group. A table identifying the factors that contribute to or hinder the process of a culturally competent approach to community journalism is in Appendix 2.

The findings can help journalism educators incorporate cultural competence in their curricula. Journalism educators for decades have embraced a pedagogical approach that acknowledges that students learn by “doing,” or by actually reporting, and also through theories and concepts relevant to journalism that they learn in the classroom (Folkerts, 2014). While it is likely the case that some of the awareness, knowledge and skills associated with cultural competence were learned by the students as they reported in the neighborhoods, journalism education clearly has a role in encouraging students to take a culturally competent approach to community journalism. For example, professors could place an emphasis on the macro-level aspects of culture, such as the historical and structural contexts of communities, because students seemed to be lacking in this area of knowledge. Micro-level knowledge of a community could be taught through an overview of the concept of culture. Awareness of students’ own biases and perceptions and their knowledge of culture and cultural perceptions-not just skills-also could be taught to future community journalists. In the case of the important journalistic skill of listening, for example, a culturally competent approach would ask students not to just listen to their sources, but to first examine their own perspectives so that they could take those perspectives into account while listening to someone else, and then try to remove their own filters as the person is speaking.

Future Research and Limitations

This study focused on student community reporters in one multimedia lab in one U.S. city. Future research could focus on student and professional reporters in multiple settings and in multiple countries and cultures. Additional research also could be conducted to assess how an individual’s cultural background influences one’s position on the cultural competence continuum. This would allow further investigation into issues of negotiating “insider” and “outside” status.

An important area of future research would be a close examination of the news texts produced by the students who indicated a culturally competent approach to journalism, according to the data produced in this phase of the study. While news sources and neighborhood representatives reviewed the students’ texts for this study, a closer examination seeking evidence of cultural competence in the news texts could reveal important information about how community reporters can move toward a more culturally competent approach to journalism.

This study helps to provide new significance for what it means to be a community journalist. A community journalist in today’s world needs to be able to transcend his or her cultural perspectives and dwell in the borderlands, occupying liminal spaces as neither an “insider” or an “outsider” and promoting a new norm of understanding, both of ourselves and others.

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Appendix 1: Proposed Operational Definition of Dimensions and Potential Factors Influencing the Cultural Competence of Community Journalists

Awareness of One’s Own Cultural Perspectives	Knowledge of Culture and Cultural Perspectives	Skills and Attributes to Effectively and Appropriately Communicate, Interact with and Represent a Variety of Cultures
Awareness of one’s own position, cultural perspectives, and biases, including:	Knowledge of macro aspects of culture and particular cultures, including:	Being able to communicate effectively and appropriately with culturally diverse news sources, including:
· Understanding by the student community journalists that they were raised in a particular culture with a language, history, power and economic relations with other counties, and particular beliefs and values	· Knowledge that cultures are broadly defined, complex and continually changing	· Sending and receiving of messages appropriately and effectively—assessed through the clarity of verbal and nonverbal communication with sources, a lack of communication miscues with sources, and listening
· Understanding by the student community journalists of their more specific, individual cultural influences, which are related to socioeconomic status, race or ethnicity, education level, religion, age, political ideology, and geography	· Knowledge of particular cultures’ history, political, economic, and political structures, and specific beliefs and values	· Demonstrating attributes and skills such as empathy, respect and nonjudgment of people from different cultures. Communication skills and attributes include being open-minded, adaptive, and able to obtain and reflect multiple and diverse perspectives
	· Knowledge of local language(s)	· Maintaining a questioning approach with news sources, including in regard to cultural perspectives
	Knowledge of micro aspects of culture and particular cultures, including:	· Seeking out a news sources from a variety of cultural backgrounds
	· Knowledge of the nuances of cultures, including its cultural cues, variation of behaviors and beliefs of individuals within particular cultures, and understanding that individuals have multiple identities within cultures	· Negotiating “outsider” status, such as gaining access to “insider” sources or using the advantages of being an “insider”
		Producing news texts in a way that represents the complexities of cultures and communities for a mass media audience, including:
		· Creating news texts that avoid stereotypes and that provide context for the way in which people make sense of their lives
		· Producing news stories in ways that acknowledge the perspective(s) offered ultimately reflect a partial truth
		· Producing a wide variety of stories
		· Producing news texts that express the news sources’ perspectives

Appendix 2: Contributing and Hindering Factors of a Culturally Competent Approach to Community Journalism*

Use of Journalistic Ethics, Norms, and Routines
Contributors to Cultural Competence	Hindrances to Cultural Competence
Relying on journalistic ethics, norms, and routines, such as striving for an objective approach, which helps to remove community reporters from their cultural positions	Over-relying on journalistic ethics, norms, and routines such as objectivity and accuracy without the thoughtfulness that goes into becoming aware of one’s position and perception of the world, then having the willingness, if necessary, to challenge one’s attitudes and beliefs
Ability to Negotiate an “Insider” or “Outsider” Status
Contributors to Cultural Competence	Hindrances to Cultural Competence
Being able to negotiate “outsider” status	Not being able to negotiate “outsider” status
Gaining access to “insider” sources who could help move the journalist closer to an “insider” status	Not making use of the advantages of being an “insider”
Using the advantages of being an “insider”
Awareness of Culture and Self
Contributors to Cultural Competence	Hindrances to Cultural Competence
Having an awareness of the importance of culture and one’s position, cultural perspectives, and biases	Lacking awareness of the importance of culture and one’s own position, cultural perspectives, and biases
Knowledge of Other Cultures and Cultural Perspectives
Contributors to Cultural Competence	Hindrances to Cultural Competence
Developing a macro knowledge, such as understanding of the complexity of culture and understanding particular cultures’ historical, political, and socioeconomic context	Lacking macro knowledge, such as the complexity of culture and particular cultures’ historical, political, and socioeconomic context
Developing micro knowledge, such as recognizing nuances, contradictions, and various perspectives within particular cultures, as well as grasping similarities and differences within the culture and among various cultures	Lacking micro knowledge and understanding and representing particular cultures in oversimplified and stereotypical ways
Skills to Interact With and Represent a Variety of Cultures
Contributors to Cultural Competence	Hindrances to Cultural Competence
Demonstrating skills and attributes such as an ability to listen, as well as open-mindedness, respect, nonjudgment of people from different cultures, and a lack of communication miscues	Lacking the ability to communicate effectively and appropriately with culturally diverse news sources

* It is important to note that some elements within the factors that influence cultural competence overlap. For example, skills that influence knowledge of the “Other,” such as effective communication, also can be listed as a skill to interact with and represent a variety of cultures or used to negotiate an “outsider” status in the community. In these cases, a decision was made to include an element within the factor in which it operated most strongly or where it seemed most appropriate.

About the Author

Dianne M. Garyantes, Ph.D., is an assistant professor of journalism at Rowan University.

 

J. David Wolfgang and Joy Jenkins

News organizations often develop content that serves the interests of advertisers and audiences. City magazines, which cater to affluent readers while aiming to reflect their communities, provide an important site of analysis for this trend. This study used participant observation and interviews at a Midwest city magazine to understand how it used the relationship between editorial content and advertising to increase profits and serve readers and advertisers. The findings reveal how staff members discursively constructed their audience, commodified that audience as a product for advertisers, and understood the community they serve and their function within it.

City and regional magazines, which draw a combined 3.5 million circulation in 66 markets around the country (City and Regional Magazine Association, 2017), have achieved profitability by informing, entertaining, and advertising to a desirable readership of educated, affluent readers (Burd, 1969; Hayes, 1981; Hynds, 1995b; Riley & Selnow, 1989). These publications have existed in the United States since the 18th century (Riley & Selnow, 1991) and proliferated in the 1960s and 1970s (Hayes, 1981). They emerged not only to serve as “urban survival manuals,” informing readers about how to enjoy their surroundings (Riley & Selnow, 1989, p. 3), but also to address challenges facing urban and suburban communities, such as unemployment, pollution, crime, and transportation issues (Hynds, 1995b).

Because of these publications’ focus on targeting an imagined community (Anderson, 1983) of middle- and upper-class “consumers” and creating positive brand associations for their communities, many have emphasized entertainment and advertising over in-depth reporting (Greenberg, 2000). Even so, editors of city and regional magazines have cited their interest in pointing out community needs in coverage, taking stands on issues, and engaging readers in civic life (Hynds, 1995a; Jenkins, 2016b; Sivek, 2014). Studies have also shown that city magazines offer differing viewpoints from local newspapers (Hynds, 1995b), and their distinctive narrative and photographic approaches show potential for addressing community issues and engaging readers (Jenkins, 2016a; Sivek, 2014).

These trends have not just affected city magazines. As journalism grew into a form of mass-circulated and broadcast content, the value of advertising and other revenue streams encouraged the consolidation of news organizations into corporate entities (Schiller, 1989) and a focus on media content not merely as information but also as commodity – a social good that can be sold (McManus, 1994). News organizations have begun to realize the value of not only cultivating and presenting diverse viewpoints but also promoting certain perspectives, notably “the dominant, though tiniest, stratus of the propertied class” (Schiller, 1989, p. 40). Therefore, news content prioritizes the needs of audience members who serve not only as readers and viewers but also as consumers. These changes could shift the nature of content production, the influence of advertising sales, and the relationship media organizations cultivate with their communities.

The journalistic duty to represent the public’s interest can conflict with the organization’s interest in generating profit, resulting in a natural tension that often ends with the organization downgrading or corrupting journalism (McChesney, 2013). Local journalists may face specific challenges, such as organizational policies that limit their ability to challenge the preferred meanings of powerful sources, as doing so could economically threaten their organizations (Berkowitz & TerKeurst, 1999). Additionally, the relationships between magazine producers and their advertisers tend to be more intertwined than other media, reflecting less formal relationships than networked practices (Gill, 2007).

The purpose of this study is to examine how staff members at a city magazine crafted an understanding of their community and used that understanding as a heuristic tool to develop content, advertising, and events that would appeal to their desired readership. This study used participant observation and interviews to address the influence of public and private interests on organization members’ audience construction and consider the implications of this conception of the imagined audience on the magazine’s perceived community role.

Literature Review

In 1947, in response to growing disfavor with the powerful press during the Great Depression and World War II, the Hutchins Commission called for including social responsibility to the community as a journalistic norm. Since then, a number of researchers and journalism scholars have made similar statements criticizing journalism that fails to protect the public’s interest (e.g., McChesney & Nichols, 2010; McChesney, 2013; McManus, 1994). This self-creation of journalism as the fourth estate has led to developments in journalistic normative theory that establish roles of journalists based on the relationship between the journalist and the citizen – often centered on the influences of economics and politics on the part journalism plays in a democracy (Christians, Glasser, McQuail, Nordenstreng, & White, 2009).

Journalists’ Conceptions of Audience

Whether journalists pursue an audience-centered public service orientation or a market-centered orientation, they must consider the potential audience and opportunities to serve that group. With the limited direct interaction between journalists and their audiences, journalists develop alternative ways of understanding audience interests and needs, which may result in journalists falling back on the imagined audience – prioritizing assumptions and discursively co-constructed perceptions over concrete audience characteristics.

Gans (1980) found that editors at national news broadcasting organizations recognized several possible audiences and quickly dismissed the general “mass” audience perspective. Although editors recognized the fragmented state of audiences, they limited themselves to listening to feedback from small, select groups of individuals. These groups included their supervisors; a constructed audience of their family, friends, neighbors, and other social acquaintances; and a close audience of journalism colleagues who attempted to respond to the story from the perspective of a potential reader.

Sumpter (2000) found that when editors attempted to select stories for an unspecified mass audience, they negatively categorized the audience and how it would respond to the stories. However, if the audience were framed as nearer to the perspectives of the journalists themselves, the typifications were more favorable. Sumpter also found that as journalists climbed the organizational hierarchy as editors, they began to mimic the instinctive decision-making practices that appeared to guide the choices of the most senior editors. Journalists also used budget meetings as a forum for testing the reaction of the average unbiased reader to a proposed story and to discuss what content was most marketable. Given the social nature of the development of a conception of audience, focusing on how journalists, collectively within an organization, discursively construct a shared understanding of their audience is important. Additional research is needed, however, to address how these negotiations manifest in news organizations that might face even greater and more localized market influences.

Hagen (1999) found that journalists at a public service news organization attempted to imagine their audience as a collection of citizens looking to be educated and informed and interested in collective problems and issues. This approach led to a focus on enabling “the audience to perform their democratic rights and duties” (1999, p. 137). However, for commercial news organizations, the ratings or circulation of the news product is the most important indicator of what the audience wants from the product (Hagen, 1999). In this sense, the “audience becomes a product to sell to advertisers” (Hagen, 1999, p. 140), and the journalist’s mission is reduced from informing and educating to getting the public to watch and to continue watching.

Shoemaker and Reese (2013) see audiences as a commodity to be sold directly to advertisers by a commercial media entity. “To the extent that the desired target audience consumes the media products, content is then deemed attractive to audiences” (2013, p. 142). This means that the advertisers – through requests for a certain “audience” – can influence content choices and the ultimate conception of the audience for the journalist, which may limit the types of topics journalists address and the extent to which they fulfill their democratic function in a community.

Magazines connect with readers in distinctive ways from other types of media, often arising from the lack of “journalistic distance” between magazine editors and readers (Abrahamson, 2007, p. 669). With magazines, “They are often, indeed literally, the same people” (p. 669). In response, editors often design content specifically to reach these readers and incite them to “do something better or more enjoyably” (Abrahamson, 2007, p. 670). Indeed, magazine publishers spend much time and resources determining how to satisfy “the needs, desires, hopes, fears, and aspirations of ‘the reader’” (Holmes, 2007, p. 514). They do so by targeting a group of readers, creating content based on the interests of those readers, facilitating trust with readers, and responding to changes in readership and society (Holmes, 2007).

These reader communities can be understood in two ways. The first is the idea of an imagined community (Anderson, 1991). An imagined community refers to the means through which mass media not only inform or influence people in communities but also reflect producers’ conceptualizations of those communities. These conceptualizations suggest the ability of magazine producers to “construct meaning about the collective identity of the communities they serve” (Reader & Moist, 2008, p. 825), which reflects their assumptions about their audiences and what they desire to read. The second is a brand community, which suggests that readers congregate around a particular magazine because of its strong brand image, emphasis on reader interests, long institutional history, availability for public consumption, and competitive value (Davidson, McNeill, & Ferguson, 2007), with content production largely influenced by interest in maintaining a strong brand.

Editors might also appeal to a geographic location when considering readers. The Reiman Publications, a publisher of 13 magazines focused on cooking and crafts that relies heavily on reader-submitted content, have used rhetorical techniques to discursively construct an imagined community based on similar tastes and values, such as a focus on religion, “traditional” families, and a country aesthetic (Webb, 2006). Texas Monthly magazine, although aiming to present a multifaceted portrait of the state, constructed a Texan identity emphasizing white males, with non-whites and females portrayed in stereotypical roles (Sivek, 2008). According to interviews with Texas Monthly editors, “The need to attract a wealthy demographic […] led to a shift in editorial content toward positive stories that supported that audience’s lifestyle and attitudes” (p. 168). In constructing a community of readers, editors may focus less on shared interests, history, and culture and more on readers’ ability to consume, which could subvert these publications’ potential to fulfill their social responsibility and facilitate reader engagement.

The Roles and Functions of City Magazines

City magazines represent an “under-developed, under-researched” (Hynds, 1995b, p. 172) sector of the magazine industry in the United States (1995b). The predecessor to modern city magazines, Paradise of the Pacific (which became Honolulu magazine in 1966), was founded by King Kalakaua in 1888 under a royal charter (Riley & Selnow, 1991). However, San Diego magazine, founded in 1948, set the precedent for contemporary city magazines, aiming to serve as an alternative to other local media (Tebbel, 1969). Reflecting post-World War II population shifts, many similar magazines emerged. Readers sought out city magazines based on local pride, a desire for additional perspectives on cities, and for insights into where to spend their time and money (Hayes, 1981).

In catering to affluent audiences, city magazine content emphasized opportunities for shopping, dining, and entertainment (Riley & Selnow, 1989). By the late 1970s, lifestyle-oriented content dominated city magazines (Hynds, 1979). City magazines, however, showed potential to serve other functions. Comparing city magazines to other urban media, Burd (1969) suggested that they “seek to maintain a metropolitan image of the city, but crusade for as well as boost civic morale, and which appeal to a rather small, quality-minded elite who are influential in urban decision-making and move across political boundaries in the metropolis” (p. 319). Further, Burd suggested that articles in city magazines showed depth and perspectives that were often lacking in other media coverage of urban problems.

Recent incarnations of city magazines have negotiated among developing a community of readers, providing content those readers will enjoy, and maintaining the bottom line through issue sales and advertising. As a result, few city magazines “successfully mix serious reporting and commentary with guides to leisure-time fun” (Hynds, 1995b, p. 172). A textual analysis of five award-winning city magazines showed that they targeted an imagined community of affluent readers with information about how to enjoy their cities through consumption, and although information about more challenging topics appeared, representations ultimately constructed a homogenous, idealized version of cities with few suggestions for solutions (Jenkins, 2016a). Similarly, Burd (2008) argued that city magazines remain “largely civic boosters rather than critical journalism” (p. 213). Greenberg (2000) attributed this emphasis to the need for contemporary media, in response to shifts in local, national, and global economic bases, to brand their cities. In this vein, Greenberg called city magazines “urban lifestyle magazines” that “fuse the identity and consumption habits of their readers with the branded ‘lifestyle’ of a given metropolitan region” (2000, p. 231).

However, city magazines may serve an enhanced role among local media, particularly as daily newspapers decline (Burd, 2008). City magazine senior editors have said that their publications provide user-manual-like instructions for understanding and experiencing cities as well as in-depth packages on local topics using distinctive visual and textual presentations (Sivek, 2014). City magazine editors have also described a need to offer both public service reporting and “private-service” content, or stories that not only interest readers but also provide environments for selling advertising (Jenkins, 2016b). These negotiations represent the influence of market concerns on editors’ decision-making as well as their desire to balance the content they perceive will make a difference in their communities with the information they believe readers enjoy (Jenkins, 2016b).

By emphasizing lifestyle topics, however, some city magazines have become corporate commodities, replacing coverage of controversial subjects and in-depth reporting with an emphasis on advertising and entertainment (Greenberg, 2000). These magazines have also become increasingly standardized. Economic pressures at the local level may play a role, affecting news organizations’ ability to provide information about local government and communities and enable citizens to make informed decisions (Williams, 2006). Journalistic autonomy may be influenced by news organizations, sources, and the local power structure, with journalists in more homogenous communities facing enhanced pressure to ensure their accounts fit within dominant understandings and preferred meanings (Berkowitz & TerKeurst, 1999).

Although local proprietors once typically owned local newspapers, they are now increasingly owned by chains, which tend to emphasize profits over quality journalism (Williams, 2006). Local news organizations have also faced competition from other media organizations and the introduction of new technologies, which in some cases has resulted in staff layoffs, acquisitions of other types of mass communication, and increased reliance on public relations content (Murphy, 1998).

As a result, capitalism has become a taken-for-granted aspect of local news operations, which increasingly address individuals as “consumers of goods and services rather than voters and citizens” (Murphy, 1998, p. 90). Although studies have addressed the effects of these changes on newspapers, other local media are also affected, including city magazines, which likely face similar pressures to draw audiences and advertising while competing with other news organizations. Additionally, as newspapers continue to lose readership, circulation, and advertising revenues, other types of community news organizations may fill informational needs (Burd, 2008), with city magazines potentially providing alternative opinions on issues, suggesting solutions, and encouraging dialogue (Hynds, 1995b; Jenkins, 2016a).

Research Questions

To assess how journalists develop an understanding of audience and how that understanding relates to the role of the magazine in the community, the researchers focused on the following research questions:

RQ1: How do staff members at a city magazine discursively construct an imagined audience conception?

RQ2: How do staff members’ conceptions of an imagined audience shape the magazine’s perceived function in the community?

Method

An ethnographic approach allows for exploring a city magazine staff as a culture-sharing and constructing group (Creswell, 2012). Immersion in an organization enables researchers to evaluate the day-to-day interactions of staff members and the “meaning of the behavior, the language, and the interactions” (Creswell, 2012, p. 90) they display. Understanding the culture of a particular city magazine, specifically the ideas and beliefs expressed by its staff members, can shed light on how they describe and consider their readers, how these considerations inform their decisions about content and programming, and ultimately, how they view their role in the city. This analysis, in turn, may help scholars better understand how other U.S. city magazine editors view their readers and publications as well as how media organizations balance serving readers, earning revenue, and fulfilling community roles.

The ultimate goal of ethnography is to “generate understanding and knowledge by watching, interacting, asking questions,” and then “reflecting after the fact” (Tracy, 2013, p. 65). This process allows the researcher to travel up and down the ladder of abstraction through iterative observation and interpretation – and provides an opportunity to continually refocus on the important aspects of the group and the areas that need closer observation.

Creswell described ethnography as a process through which the researcher focuses on the “shared and learned patterns of values, behaviors, beliefs, and language of a culture-sharing group” (2013, p. 90). Hence, it becomes necessary to focus on behaviors, language use, and the interaction of individuals. This ethnography attempts to discover the underlying beliefs and values through the behaviors and language of the group. Through detailed analysis and rich description, this form of ethnography should lead to an in-depth understanding and valuable findings originating from the meanings of participants.

Site Description

Midwest Monthly is a company based in a Midwestern university town of about 113,000 residents. The company’s name has been changed to protect the identity of the organization. The company’s flagship product, a city magazine established in 2005 that at the time of observation reached more than 64,000 readers, billed itself as the definitive lifestyle guide within the city (Media Kit, 2014). The magazine appealed to an audience of well-educated, socially engaged, active, and affluent members of the community ($62,448 median income) (Media Kit, 2014). Each monthly issue of the magazine addressed a variety of topics, including homes, food and wine, fashion, and health, as well as features on local politics, business, and other issues (“Midwest Monthly”, 2014).

In addition to the magazine, Midwest Monthly produced a magazine for local business executives, a magazine aimed at members of the senior community, a magazine for local Christian men, a community guide, a wedding magazine, and special supplements focused on food and dining. The company also periodically created specialized publications for local organizations, such as hospitals and education institutions. Further, the company hosted a variety of events for its readers and others in the community, including cooking demonstrations, dinner parties, health fairs, and a “best of the city” celebration. Lastly, the company maintained a website with articles from its magazines, blogs, event listings, and contests. At the beginning of the observation period, the company had a small staff consisting of a publisher, editor-in-chief, creative director, copy editor, editorial assistant, photo editor, graphic designers, and marketing and sales staff members.

Shortly after the research period began, the publisher announced that the organization had lost one of its largest advertisers, thus creating the need to cut costs and change the corporate structure. As a result, one employee was terminated and another earned a significant promotion (to associate publisher). Although this change was not expected as part of the initial research interest, it soon became one of the key events around which many of the happenings at the organization were focused.
In 2017, after the publisher was elected to the local county commission, he sold Midwest Monthly. The publisher continued to work as a consultant for the magazine, and his wife continued as the associate publisher and editor for two of the magazine’s auxiliary publications.

Procedure

The authors gathered data at Midwest Monthly over a three-month period in 2014. Data consisted of participant observation at the magazine; in-depth interviews; and analyses of documents, including magazine issues, editorial and marketing calendars, meeting agendas, and media kits. The authors attended staff meetings, special event committee meetings, and editorial meetings as well as observed daily tasks and attended the magazine’s “best of the city” event. The authors participated in 30 hours of observation and wrote about 70 pages of field notes.

Toward the end of the observation period, the researchers conducted in-depth interviews with four members of the leadership, editorial, and design staffs. Interviews ranged from 45 minutes to one hour and addressed staff members’ assessments of the company’s mission, the company’s audience, the company’s overall function in the community, and potential changes in the company’s readership and local role over the next five years. Interviews are “guided question-answer conversations” that have “a specific structure and purpose” (Tracy, 2013, p. 131) and help the researcher understand and examine complex phenomena.

Much of the discursive construction of meaning and the shaping of the organizational mission took place in the office and during staff meetings. Therefore, the researchers conducted interviews with current full-time staff members. The researchers chose to interview only individuals with direct oversight of editorial content, or in the case of the publisher, oversight of those who made editorial decisions. Although others might write content, from an organizational perspective, the individuals who oversaw the content development had more influence on the broader editorial direction of the organization, how to meet editorial objectives, and how understandings of the audience might shape those decisions. All interview subjects were granted anonymity, and the media organization was also granted anonymity in order to encourage candor and earnest participation.

Research Stance

The researchers engaged in an observer-as-participant research stance. This lets the researcher be known to the participants without having to actively engage with those participants. The authors interacted with organization members through casual conversations but did not play an active role in the activities of the organization nor heavily influence the organization through their involvement. Many of the interviews were conducted using Tracy’s (2013) description of “deliberative naïveté.” By approaching the situation from a more objective perspective, the researchers allowed the interviewees to explain their experiences in their own words and from their preferred perspective, improving the confidence in the findings.

Data Analysis

The authors used a constant comparative approach to analyze the data from field notes, interviews, and documents. Constant comparison allows for simultaneous coding and analysis so as to develop theory in a more systematic way while remaining close to the data (Glaser & Strauss, 1967). The researchers coded each incident in the data, compared incidents to identify related concepts, and then sorted the concepts into categories. This constant comparison of incidents allowed the researchers to discern the “theoretical properties” (Glaser & Strauss 1967, p. 106) of the categories, informing continued coding.

First, the researchers individually engaged in open coding (Corbin & Strauss, 1990), assessing the data line by line to identify similarities and differences. This was followed by axial coding, in which categories were related to their subcategories and continually developed (Corbin & Strauss, 1990). After the initial and axial coding processes, the researchers discussed their findings and revised their codes before revisiting the data. This collaborative approach to coding helps to guard against bias, develop new insights, and enhance theoretical sensibility (Corbin & Strauss, 1990). Lastly, the researchers developed overall themes from the categories.

Findings

The first research question focused on how journalists discursively constructed a shared understanding of their audience to develop content and an editorial strategy that best served this imagined community.

Connecting Audience and Advertising

Midwest Monthly focused on prioritizing the needs of advertisers before considering how audience members might use the editorial product. The organization also created an imagined audience member to personify the characteristics they believed best fit their model reader. Staff members consistently spoke of their efforts to connect this imagined audience member, whom they called “Lucy,” to their advertisers through content and community events.

Maintaining advertiser relationships. The publisher suggested that the purpose of the organization was to bring the high-net-worth audience and advertisers together through content and events. For example, when discussing the role of special events the company sponsors, the publisher said, “Anybody that can spend $125 to come to a dinner, anybody who recognizes the value of a fine scotch or fine cigar or a gourmet meal, it’s a very small sliver, but it’s a high-net-worth individual that [an advertiser] wants to be in front of.” The organization appeared to perceive its audience primarily through the potential to serve the needs of advertisers, as no other approach was observed. This purpose represented an emphasis on monetizing audience members by connecting them with advertisers, seeing them less as engaged community members and more as potential consumers.

When asked about the organization’s role in the community, the editorial assistant described one aspect of this function as giving advertisers access to potential audience members. She further described this as “giving them [advertisers] some love.” This statement recurred throughout observations of the organization and came to represent situations in which an advertiser had been loyal to the organization, and in return the organization tried to lead more customers to its business. This “love” could be achieved through featuring the advertiser in editorial content, highlighting that business at a sponsored event, or including the business in an email newsletter article or social media post. The editorial assistant stressed the importance of Midwest Monthly staying connected to the community, especially to local advertisers, as a means of “cheerleading them” and lending them the company’s support. The publisher’s public presence as an active community member influenced this construction of “community,” as his involvement was seen as a key way to cultivate relationships that spur connections between audience members and advertisers.

Events represented another way for Midwest Monthly to connect the audience and advertisers to make money – from both selling access to the event to audience members and access to potential customers to the advertisers. The publisher said in an interview, “The events were basically trying to give our advertisers direct access to our readers versus trying to reach them with an ad. [ … ] It’s all about face-to-face interaction.” At the first staff meeting following an organization-sponsored health fair, the publisher congratulated the staff on a successful event that drew more than $10,000 in revenue from advertiser sponsorships. This success story represented the organization’s ability to bring a valuable audience directly to the corporate sponsor to the point where an advertiser was willing to pay for that access, therefore legitimizing the organization’s position as a connecter of the two groups.

When discussing the upcoming “best of the community” event, staff members looked for ways to make the event worth the time and money of both advertisers, by connecting them to affluent customers, and the audience, by providing access to popular local businesses and free goods from those businesses. The company’s graphic designer described this dual role as not only providing advertisers with access to the audience but also ensuring that the organization maintained a strong relationship with those businesses. This position seemed to support a business model built not only on conveying a positive image of the community but also promoting the interests of other businesses.

Prioritizing advertising. The most important aspect of Midwest Monthly’s business was clear: cultivating advertising relationships. Although the editorial department, which included only three full-time staff members, used freelance writers and unpaid interns to produce content cheaply, the sales department employed six full-time paid advertising sales representatives.

When leading weekly staff meetings, the publisher routinely began with a segment called “Good news,” in which he asked the staff to share positive news. Although staffers often saw this “good news” discussion as an invitation to talk about positive happenings in their personal lives or to celebrate great work at the organization, the publisher specifically sought out advertising sales representatives to describe how much revenue they generated in the past week. It became clear that, to the publisher, “good news” was a synonym for “advertising sales.” Ultimately, the only observed way that staffers perceived of their audience was in relation to their ability to serve their advertisers.

Imagining the community. To meet the organization’s advertising and editorial goals, members constructed the typical audience member. However, because of the organization’s many products and the multiple ways staff members catered to the typical audience member, this imagined understanding of the audience was constantly discursively reconstituted.

To personalize the intended audience member, staffers at Midwest Monthly created the character of “Lucy.” Lucy was invoked both in meetings and interviews with staff members. The associate publisher/editor-in-chief said Lucy is a middle-aged, married woman with two high-school-aged children. She works part time, is active in her community and church, is interested in fitness, and has a household income between $70,000 and $80,000 a year. The median household income of the community was $43,000 as compared to the national average of $53,000 (United States Census Bureau, 2014). The publisher suggested that Lucy represented not an idealized reader (the community’s most affluent) but a “midpoint.” He said, “[Lucy] is pretty close to the median age of [the community], but also – every household has a female head of household who controls 92% of the buying power.” He said the concept of Lucy informed both editorial decision-making and advertising strategies.

Staff members used heuristic tools to help understand Lucy. The designer said he thought of his mother because she works part-time, is involved in her community, and attends church. The editorial assistant described her mother’s friends as her stand-ins for Lucy, but for some younger staffers and interns, defining Lucy was not so easy. The associate publisher/editor-in-chief admitted that younger staffers often struggled with speaking to Lucy as a reader and said the organization should improve staff training by focusing on how to serve Lucy. The associate publisher/editor-in-chief, however, referred to herself as a “former Lucy,” and the publisher said his wife and other women he knows could also be considered Lucy.

Beyond Lucy’s personal features, staffers attributed life purposes to her. The designer described Lucy as someone who is “always looking for ways to better improve (her) life.” This appeared to extend her personality to someone interested in self-fulfillment and betterment. One difficulty in defining Lucy was that staffers rarely received feedback from the audience. The editorial assistant said, “[the associate publisher/editor-in-chief] can tell me whether or not she thinks it’s appropriate for the magazine, but if I’m not finding out from the readers if they liked that story on saving up for your child’s college education, is it worth it or not?” There was an apparent disconnect between what staff members and readers considered quality editorial content. The editorial assistant, who moved to the community from a larger city and was in her 20s, would seemingly face challenges in producing content for the actual audience in the community when she did not hear from them.

Some staff members invoked their personal tastes while making decisions for the organization that seemed to contrast with Lucy’s interests. For example, in an editorial meeting, the editorial assistant and the associate publisher/editor-in-chief discussed an article on shopping. The associate publisher/editor-in-chief deferred to the editorial assistant, asking, “Is there anything you’re feeling love for?” The editorial assistant recommended a feature on sandals because she needed new sandals and the article would be informative to her as well. This response showed that personal interests and needs also affected editorial decision-making. Rather than lose sight of the consistent view of Lucy, the greater threat was that staffers would think of themselves instead.

What does Lucy want from Midwest Monthly? In one staff meeting, the publisher suggested that staffers discuss what Lucy wanted from the company’s products and services. This led to staffers discussing whether Lucy preferred content that informed her about her community or content that provided her with opportunities to become more engaged in her community. Lucy was invoked in many discussions about services and content the organization should provide. The graphic designer described Lucy as wanting content that made her feel good, that bettered her life, and that was useful and relevant. The publisher invoked Lucy in discussions of possible editorial topics for email newsletters, asking, “Does Lucy give a shit?” about a local coffee shop closing. The publisher appeared to think the coffee shop did not meet the needs of Lucy’s demographic, and profiling its closure was not worthwhile.

Who does Midwest Monthly want as Lucy? The publisher and other individuals clearly had specific preferences for who Lucy should be. These preferences included community members with sufficient disposable income to engage with advertisers. In a special events committee meeting, the publisher insisted that the price of the ticket to an upcoming cigar dinner be increased from $95 to $125 in order to “weed out the riffraff.” This comment showed that the publisher wanted to cater to a high-income audience because of its potential to satisfy advertisers seeking to reach that demographic. The publisher also said that when meeting with some advertisers, he described Lucy and suggested that they picture her when considering their audience. He said of Lucy, “It’s not only about us to have a more clear focus, more succinct focus, but for our advertisers to have someone to market to.” Thus, Lucy served as a heuristic for multiple types of decision-making in the organization.

The organization recognized other plausible audiences. The editorial assistant described Lucy as the target but said many other types of community members actually read the content or engaged with the organization at its events. Because of this reality, Midwest Monthly hosted events catering to alternative audiences. For a summer barbecue event, the publisher encouraged staffers to consider Lucy’s husband as the target audience. However, the graphic designer admitted that Lucy would probably have to tell her husband about the event because her husband would not have heard about it on his own. The publisher even described the timing of the event as an opportunity to encourage Lucy to buy her husband a ticket for Father’s Day. This suggestion showed that although Lucy’s husband was the target audience, the marketing for the event was geared toward Lucy.

The actual reader. Despite efforts the company made to cater content and events to a specific clientele by using a particular voice and championing certain issues and interests, the ultimate audience was those who actually engaged with the organization. Although the organization did not make a consistent effort to understand these individuals, attending the “best of the community” event suggested that the actual audience likely differed from “Lucy.” The event was scheduled to take place on a Thursday at 5 p.m. to allow attendees to come straight from work.

Although “Lucy” was likely present at the event depending on how each staff member conceived of her, the attendees were diverse in age and gender. Although the organization admitted to making little effort to reach the under-35 audience, plenty of young professionals attended. A considerable number of men attended the event – not only those who came with their wives, who may have been “Lucy.” Finally, the event noticeably lacked racial diversity. The issue of race was not addressed in the construction of Lucy, but a stock photograph used in the office to represent Lucy depicted a white woman. The organization appeared to approach the event as an attempt to reach a large crowd that would inevitably include “Lucy” without solely focusing on her.

The Function of Midwest Monthly

The second research question asked how staff members’ perceptions of their audience shaped how they discussed the magazine’s community function. Midwest Monthly’s perceived roles emerged through observations of the way the company differentiated its offerings to serve readers, the use of events to engage with audience members, approaches to content in the company’s print and online products, and discussions of the company’s overall identity and how it related to readers’ interests and needs.

Reaching readers. Although the company and the flagship publication shared the same name, Midwest Monthly offered a variety of products aimed at specific audiences, including a magazine for readers age 50-plus, a business magazine, and a Christian magazine. The company also produced several custom products, including a community guide; a restaurant guide; and online newsletters focused on food, wine, events, weddings, and other topics. Staff members clearly prioritized the flagship magazine over these products, but this focus could change in light of the magazine’s newfound emphasis on visitor’s-guide-like content, which was viewed as highly marketable to readers.

Events were another area of emphasis for the company, serving as a means to reach the average reader (Lucy) as well as the ideal reader (the community’s most affluent residents). Events focused on Lucy included a wine and chocolate event that featured “boutique-y things women are into,” according to one advertising representative, while events aimed at idealized readers included cooking classes and the $125-per-plate cigar dinner. Even events aimed toward Lucy did not always emphasize what she could afford. The publisher mentioned an “inspiration house” furnished by advertisers from which readers could draw ideas but not replicate entirely.

The associate publisher/editor-in-chief said the company’s events emphasized the magazine as an “experience”: “That is really not just words on a page anymore. You’ve got to back that up with events and all sorts of digital. You are a tangible thing.” The designer said the events allowed people to interact with the company’s brand and “really put our company above just a magazine, which is important. [ … ] They want extravagant things. Just something out of the ordinary.” The editorial assistant said events made parts of the magazine “real” for readers by taking “people right from the pages and puts them in front of the readers.” In this way, staff members saw the magazine’s function as offering readers access to important people in the community and making the magazine content “real” for readers while at the same time offering them an escape into a luxurious lifestyle.

Organizational identity. Discussions about content often indicated an overall identity negotiation at Midwest Monthly, as staff members seemed to have differing opinions about the types of content the magazine should emphasize. According to the editorial assistant, “We’re a lifestyle magazine. We’re supposed to make people happy. It’s the shopping, the eating, drinking, enjoying the culture and the arts, sort of the things that get you up and get you excited to go out and enjoy your town.” Thus, she said content did not suggest how to change readers’ lifestyle but offered a choice. For the associate publisher/editor-in-chief, this approach constituted “refrigerator journalism” that “invites people to take action, to learn something, to do something.” The publisher said the magazine should publish more articles that prompt readers to ask, “How can I take action?” Examples of “action” included buying kale at the farmers’ market and then using a magazine recipe to prepare it or reading an article on adventure sports and kayaking at a nearby river.

However, during a meeting in which staff members discussed what made the company distinctive among other local media (what they called their “uniques”), questions arose regarding Midwest Monthly’s mission. Staff members agreed that Midwest Monthly represented an authorized source for the best ways to enjoy the community. The publisher compared this role to a “community catalyst,” in that the magazine provided opportunities to engage with the community through cooking classes and events. Another editor, however, understood “catalyst” as offering town hall meetings through which readers could come together to discuss community change. This led to a debate about whether the magazine should focus on issue-oriented content or address only positive aspects of the community. Ultimately, the publisher asked, “Is it our job to do that?” and “Who are we going to be?”

In an interview, the associate publisher/editor-in-chief described examples when the magazine tackled “really gritty issues,” such as a drug problem in a local high school. She said these stories “made you feel like you’re impacting beyond giving someone a recipe or a date for an event. This changed some lives.” However, because of the magazine’s economic status and her new role as associate publisher, she said she had to focus on positive content that would increase subscriber numbers and make people feel good about the magazine and the community. The graphic designer agreed, saying, “We want to provide information about the community, but we also want to sell magazines. I think there’s a balance there in doing a public service and also making [Lucy] feel good.”

Differentiation from the competition. As part of this identity negotiation, the company aimed to distance itself from other publications in the community. The staff members discussed the authoritative voice of the magazine, in that the magazine’s selections of the best places to eat, shop, and spend leisure time have more legitimacy than those of other local media. This sense of entitlement was also evident in the company’s business decisions, serving as a way to cope with financial difficulties. For example, upon announcing that the magazine had lost its major advertiser to another publication, the publisher said that magazine offered more pages and a lower price to the advertiser, which might affect its long-term viability. The publisher saw this as a benefit, as he desired to eliminate that publication as competition. Although some news organizations may see competition as a way to drive enhanced reporting, the publisher clearly aimed to maintain a monopoly on his desirable readership and their preferred content.

Discussion

Through observation of Midwest Monthly, the researchers explored how staff members discursively created an imagined audience and how their conceptions of this imagined audience shaped the magazine’s perceived function in the community. The findings led to greater understandings of the ways the organization constructed its audience as a commodified product to sell to advertisers, how the organization developed a coherent pseudo-understanding of who that audience is, and how staff members created events and content to monetize that audience.

Midwest Monthly aimed to create and develop a positive image of the local community while helping to build relationships between consumers and local businesses; however, this function supported an understanding of the organization as a market-oriented journalism institution rather than one interested in serving the public’s interest. At the same time, this model fit into the traditional understanding of audience among magazine journalists, who favor a niche market focus, in contrast to the traditional understanding of newspaper journalists, who emphasize a mass audience. This emphasis ultimately led to a city magazine focused on encouraging consumption and promotion among a particular demographic rather than addressing the broader community through news-oriented content.

Public service versus market orientation

Although Midwest Monthly may not represent the type of large corporate media conglomerate that Schiller (1989) warned about, it participated in a commodification of content and cultural production that can cause organization members to narrow their perspective to the point of legitimizing views that support only a narrow slice of the “propertied class” (p. 40). At Midwest Monthly, the publisher advanced viewpoints catered to a highly specific demographic or social class. Schiller referred to this dominance of a specific viewpoint as an ideology of the corporate, often a capitalist ideology, driving media. It was clear through observation that the publisher not only presented a specific ideology, but he also espoused a capitalist ideology valuing success in the private sector, and his content-production company played a vital role in the local marketplace. This ideology was evident not only in his unapologetic preference for championing the interests of local businesses, preferably advertisers, but also in his response to the loss of a local advertiser to another publication. Rather than seeing the other publication as a quality competitor, he preferred to see that company go out of business.

Midwest Monthly met all the qualities of a company shifting toward a more market-oriented journalistic institution. The company had increased the commodification of culture and news product, placed more emphasis on a marketplace orientation as opposed to serving the public interest, placed greater corporate pressure on employees, and decreased the amount of normative journalistic responsibility (McChesney, 2013; McManus, 1994; Baker, 2002). Ultimately, Midwest Monthly placed such a heavy focus on monetization that financial rationales permeated almost all decision-making at the company at the expense of possible public-service opportunities. This emphasis reflects the shifts occurring among other local news organizations, which, in the face of intramedia and technological competition, have resorted to commodified content (Murphy, 1998; Williams, 2006).

Journalists’ conception of audience

Newspapers and television news stations typically construct an audience based on a small, select group of individuals, including their supervisors, friends, neighbors, family members, and journalism colleagues (Gans, 1980). This heuristic is used in order to come closer to meeting the needs of as much of the audience as possible without speaking to anyone (Gans, 1980). For a corporate news organization like Midwest Monthly, the interest lies in cultivating a large, devoted audience that can be sold to advertisers without alienating a base of readers (Hagen, 1999). Although Midwest Monthly did not often attempt to speak to a mass audience, the imagined audience was used when a staff member invoked a friend or family member whom they believed adequately represented Lucy.

The practice of using people close to the journalist to aid in constructing the imagined audience member means that Midwest Monthly’s typification of the audience was likely more positive or active than if the staff members used an unspecified passive mass audience to build a typification (Sumpter, 2000). Typifications that are based on a mass audience are typically more negative than those based on individuals close to the journalist (Sumpter, 2000). At Midwest Monthly, Lucy was rarely ever spoken of derisively. This positive tone may result from staff members’ tendency to consider Lucy within their own experiences and perspectives.

As staff members received more power and authority in the organization, they appeared to mimic the “instinctive decision-making practices” of the most senior staff members (Sumpter, 2000). When the editor-in-chief was promoted to the position of associate publisher/editor-in-chief, she began to speak with a more positive tone about meeting the financial needs of the organization through practices that blurred the lines between editorial and advertising. However, she spoke negatively of those practices at the beginning of the observation period.

The means through which staff members at Midwest Monthly constructed their audience mirrored the practices of magazines overall. The staff members, as Holmes (2007) suggested, aimed to target particular readers and create content based on their perceived wants and needs. Staff members used Lucy as a heuristic for gauging audience interest but did not regularly engage with the audience directly to determine whether these perceptions rang true. Indeed, in some cases, they actively eschewed reader interaction. This prevented the staff members from responding to changes in readership and the community. Rather, the staff members remained focused on Lucy and how to meet her needs, neglecting other members of the community.

Imagined communities

The magazine staff members constructed a narrow imagined community (Anderson, 1983) of readers whose lives they sought to improve through content focused largely on lifestyle interests, such as dining, shopping, and events. Among other media, imagined communities reflect producers’ conceptualizations and their ability to construct meaning about the identity of their readers (Reader & Moist, 2008). This is also the case at Midwest Monthly, where characterizations of readers guided staff members’ day-to-day decision-making, whether in terms of content, event planning, or advertising. In the case of Midwest Monthly, while the associate publisher/editor-in-chief characterized herself as a former “Lucy” and the publisher suggested that Lucy resembled women he knew, other staff members relied on suppositions or comparisons to determine what Lucy might want. As a result, beyond gender, age, socioeconomic status, family size, and other basic characteristics, a deeper understanding of Lucy – and the magazines’ readership overall – remained unclear. Further, the use of “Lucy” in organizational decision-making could be construed as a tool to privilege the organization’s leaders, namely its publisher and associate publisher, as they both clearly connected themselves to Lucy, while other staff members interviewed relied on assumptions as a result of their age and perhaps social class.

Magazine staff members also focused on creating a “brand community,” which emerges around a product because of its strong brand image, focus on reader interests, institutional history, availability for public consumption, and attempts to outpace competitors (Davidson et al., 2007). Through its emphasis on defining company “uniques,” Midwest Monthly aimed to differentiate itself from other local media. Staff members focused on the company’s multi-platform focus, authoritative voice, and integrity. These attributes clearly indicated imagined readers, whom staff members assumed would value the opportunity to engage with the company through different products while turning to the company as an expert source for how to enhance their lives.

This emphasis has been present in other city magazines prioritizing “private-service” content suggesting ways for readers to experience cities through consumption (Jenkins, 2016b). Catering to a particular demographic might also subvert the company’s potential to build an imagined community based on realistic understandings of a geographic location. Texas Monthly magazine emphasized “positive stories that supported that audience’s lifestyle and attitudes” (Sivek, 2008, p. 168), rather than attempting to critique Texan identity. Likewise, rather than addressing problems in the community, Midwest Monthly relied on content that avoided challenging how readers might understand their community, resulting in a sanitized, hegemonic depiction of city life avoiding more challenging attributes or calls to action (Jenkins, 2016a).

City magazine functions

The tension evident among staff members who disagreed whether Midwest Monthly should provide news and issue-oriented content or lifestyle content reflects a longstanding negotiation among city magazines. City magazines historically aimed to serve as “survival manuals” (Riley & Selnow, 1989, p. 3) for affluent readers through identifying where they could spend their substantial leisure time and money (Hayes, 1981). Through emphasizing positive aspects of communities, city magazines show potential to enhance civic morale and appeal to an elite readership influential in urban decision-making (Burd, 1969). However, magazines’ agenda-setting potential is largely dependent on moving beyond boosterism to offering critical journalism (Burd, 2008). Midwest Monthly has attempted to address these types of topics. With recent financial setbacks, however, staff members seemed to conclude that a more positive emphasis would be necessary for maintaining readership and revenues. This decision supports Greenberg’s (2000) contention that city magazines emphasize a branded, consumer-driven lifestyle and are more corporate commodities than geographic artifacts. It also reflects Berkowitz and TerKeurst’s (1999) finding that journalists working in more homogenous communities may experience enhanced pressure to appease dominant local social groups. Even so, city magazine editors have expressed a desire for their publications to provide in-depth reporting and use both coverage and commentary to galvanize readers to think differently or take action in communities (Jenkins, 2016b; Sivek, 2014), suggesting that if economic restraints were lessened or removed, city magazines might take on more significant journalistic roles in their communities.

The researchers focused heavily on meetings at the organization and attended only one community event during the term of the participant observation. Although the researchers became familiar with staff members and the structure of weekly meetings, there were few opportunities to observe the staffers outside of a meeting context. The research was also related to only one city and regional magazine. However, Midwest Monthly is a member of the City and Regional Magazine Association and follows standards set by the association, meaning that some findings may be applicable to other member publications. Finally, Midwest Monthly covers one of the smallest communities served by a city and regional magazine, making it an ideal case for understanding the company’s relationship with the community but less ideal for understanding relationships between larger communities and their city and regional magazines. Future research should consider not only the perspectives of staff members at geographically focused magazines but also their audiences to understand where their perceptions of the role and value of these publications converge and diverge. Studies should also address the production and content of publications like these in other countries and media systems. Finally, other types of local media, like city magazines, may play enhanced roles in their communities in light of the financial challenges facing local newspapers and are, therefore, worthy of evaluation, including alternative media, hyperlocal media, and collaboratively and community-created media, among others.

At Midwest Monthly, staff members have adopted an understanding of the media prioritizing both media products and audiences as commodities. Although the company creates publications that feature journalistic content, emphasizing how readers can better live, work, and play in their communities, the ultimate goal is to leverage the buying power of the public for the benefit of local businesses, particularly those with whom the company has relationships, and the company’s own financial viability. Thus, as staff members considered their notion of “the reader,” they emphasized someone who enjoys living in her community but seeks out the media for ideas about how to enhance her lifestyle through dining, shopping, travel, and other enhancements.

This study illuminates the tactics one local news organization used to respond to a significant financial challenge and demonstrated how these strategies affected not only journalistic roles and content but also the organization’s conception of its audience and community role. Although staff members, particularly those in editorial roles, expressed a desire to positively impact readers’ lives and encourage them to engage in their community, the topics through which they could pursue these goals were largely limited by economic considerations, potentially limiting their ability to fill informational needs, present alternative viewpoints, and spur dialogue. Therein lies the negotiation that this organization and likely other local media face in balancing the normative journalistic need to address their readers as citizens and to maximize their value as consumers.

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* Researchers changed the name of the studied magazine and other identifying information in order to protect the identity of the organization.

About the Authors

Dr. J. David Wolfgang is an assistant professor of journalism at Colorado State University.

Dr. Joy Jenkins is a postdoctoral research fellow at the Reuters Institute for the Study of Journalism.

Thomas C. Terry

This article explores the relationships among newspaper quality, circulation, and newspaper circulation penetration at North Carolina community newspapers during two three-year periods in 1998, 1999, and 2000 and 2012, 2013, and 2014. Winning prizes seems to be correlated with circulation size: the greater the circulation, the greater the resources to devote to creating journalism that captures awards. However, the gauge of the success and impact of a weekly newspaper community is evinced by the percentage (the higher the better) of circulation penetration in the core community.

“Our job is to cover the everyday lives of ordinary people.”[i]

– Bernard L. Stein (Lauterer, xxii)

Community or weekly newspapers have long been rooted in small towns, described by scholar Jock Lauterer as “newspapers of the Blue Highways, off the Interstates” where journalism with an intimate, obsessive, and “intensely local focus” is practiced (Lauterer, 2000, p. xxiii). The purpose of this article is to examine any relationships connecting winning prizes in North Carolina Press Association (NCPA) community newspaper contests with circulation, quality, and circulation penetration in two different time periods – 1998, 1999, and 2000 and 2012, 2013, and 2014.

Defining quality can be both elusive and subjective. For the purpose of this research, it is defined as winning prizes in the annual NCPA contest. Community newspapers in North Carolina are, roughly speaking and mainly, weekly newspapers. The words “weekly,” and “community” are used interchangeably in this study when applied to newspapers.

Community journalism

Aileen Gronewold described weekly journalism as “the last front porch of America” (Gronewold, 1999, p. 4). Weekly newspapers “symbolize community” to their readers, she believed, operating as the “hub of the town” and “bringing people in touch with one another” (p. 1).  Community newspapers were described by Rob Anderson, Robert Dardenne, and George Killenberg as the “public conversational commons” (Anderson et al., 1966, 159). Ken Byerly coined the term “community journalism” while a professor at the University of North Carolina at Chapel Hill in the early 1960s and authored a book titled Community Journalism (Lauterer, 2000). According to Kathleen Mason (2000), “Weekly community newspapers distinguish themselves from dailies by focusing nearly exclusively on the community or communities within their coverage areas, excluding national and international issues unless those issues directly impact the local communities.”  Numerous studies define community in relation to geography or place, most especially towns, cities, or political districts (Lowrey et al., 2008, p. 280).

Newspapers help create and define that unique community identity. It is not hard to see evidence of this. Look at a front page and it can be seen usually in large letters: the Montgomery Herald, the Perquimans Weekly, and the Yadkin Ripple. The warp and weft of small towns – Little League baseball no hitters, prom kings and queens, church socials, summer band concerts, and Homecoming football games may be ignored by larger media, but they are the grist and joy of weekly newspapers. As Lauterer perceptively observed, “[W]eekly people are so busy putting out the next paper that they don’t have much time for public relations – nor do they need it” (Lauterer, 2000, p. xxiii). Almost without exception, the newspapers in this study defined their communities by putting the town they serve in their front-page nameplate.

RESEARCH HYPOTHESIS AND METHOD

Primary research and data collection were conducted to test the hypothesis that there are correlations among newspaper quality, circulation, and circulation penetration. The NCPA breaks community newspapers into three categories: Division A – newspapers under 3,500 circulation; Division B – newspapers 3,500-10,000 circulation; and Division C – over 10,000 circulation. Only divisions A and B were analyzed. A Division C newspaper, published three times a week with 25,000 circulation has considerably more in common with daily newspapers than with other weeklies of, say, 1,200 circulation.

The NCPA awarded first, second and third place honors in 24-30 categories in each of the two classes over the six years researched (1998-2000 and 2012-2014). Award data was gathered both from the NCPA office in Raleigh and from the NCPA website (NCPA). Each award was weighted: first place was assigned three points, second place two points, and third place one point. So, a newspaper with four firsts, one second, and two firsts would have a quality score of 16.

Two key terms warrant definition. “Circulation” refers to the overall total number of copies distributed by a particular newspaper per issue. “Circulation or market penetration” refers to the percentage distribution within the core geographic area (market area) covered by a newspaper and defined by that newspaper, whether it be a town, towns, or county. Circulation may occur outside that area, of course, but this was not studied.

Scholars researching daily newspaper circulation are fortunate. The Alliance for Audited Media (until 2012 the Audit Bureau of Circulations) audits daily circulation. For community newspapers, third-party auditing is rare. Advertisers depend on U.S. Postal Service circulation and even notarized publisher’s certificates. Annually, newspapers are required to publish an ownership and circulation statement during October. A combination of those methods was used to determine circulation numbers for this study.

There were exactly the same number of newspapers – 91 – in both study periods. All 91 of the weekly NCPA-member newspapers eligible for this study (Divisions A and B) were contacted by telephone up to four times to collect data. Six newspapers declined to participate in the study in the earlier period, while seven did so in the latter period. One post office refused to provide household address information, so its newspaper was removed from this study. Several business-only publications were not included in the study along with the Outer Banks Sentinel, an exceptional weekly newspaper, but one serving a string of beach towns covering parts of at least two counties. Depending on the year, only between two and five newspapers statewide do not belong to the NCPA.

FINDINGS

The hypothesis that quality is strongly correlated with newspaper circulation penetration is not supported by this research. However, circulation size is correlated with quality, but perhaps in a way not anticipated, related more to financial resources than any other reason. Circulation size may bring with it more advertising revenue that allows a larger news hole, a bigger and more talented staff, plus certain technological advantages. Circulation penetration, however, provided very positive news and hope for community journalists.[ii]

The Top 5 newspapers in terms of penetration are shown in Table 1. Looking at the top newspapers in terms of penetration, it appears there is a strong correlation between high penetration and low quality. The two newspapers with 100 percent circulation are free distribution. The Top 5 and Bottom 5 newspapers in terms of circulation are shown in Table 2.

TABLE 1: MARKET PENETRATION

Top 5: 1998-1999-2000
		Quality pts.	Penetration %
1	Weekly Post	0	100
2	Mountain Times-Avery Ed.	5	100
3	Chowan Herald	2	90
4	Clay County Progress	3	87
5	Red Springs Citizen	2	89

Top 5: 2012-2013-2014
		Quality pts.	Penetration %
1	Liberty Leader	0	100
2	Blowing Rocket	10	100
3	Alleghany News	4	81
4	Jefferson Pilot	4	76
5	Avery Post	0	75

Bottom 5: 1998-1999-2000
		Quality pts.	Penetration %
5	Wendell Clarion	9	23
4	Clayton News-Star	7	22
3	Liberty News	8	22
2	Alamance News	14	12
1	Littleton Observer	0	10

Bottom 5: 2012-2013-2014
		Quality pts.	Penetration %
5	State Port Pilot	103	16
4	Highlander	5	14
3	Mebane Enterprise	0	13
2	Denton Orator	0	12
1	Alamance News	15	12

TABLE 2: CIRCULATION

Top 5: 1998-1999-2000
		Quality pts.	Penetration %
1	State Port Pilot (9,689)	108	16
2	Cherokee Scout (8,130)	13	79
3	Alamance News (6,656)	14	12
4	Taylorsville Times (6,600)	5	50
5	Mountain Times Avery Ed. (6,532)	5	100

Top 5: 2012-2013-2014
		Quality pts.	Penetration %
1	News Journal (10,000)	6	36
2	Franklin Times (9,700)	0	33
3	Jefferson Pilot (8,950)	0	76
4	News Reporter (8,400)	0	44
5	Lincoln Times-New (7,998)	0	26

Bottom 5: 1998-1999-2000
		Quality pts.	Penetration %
5	Liberty News (1,005)	8	22
4	Spring Hope Enterprise (984)	6	29
3	Denton Orator (900)	7	22
2	Littleton Observer (785)	0	10
1	Rural Hall Indep’t. (343)	9	30

Bottom 5: 2012-2013-2014
		Quality pts.	Penetration %
5	Rural Hall Indep’t. (748)	0	60
4	Blowing Rocket (700)	3	100
3	Liberty Leader (1,091)	0	100
2	Highlander (1,500)	50	14
1	Cherokee Scout (8,500)	60	70

In the first period, the only consistency appears to be in the Bottom 5 in circulation. Evidently, very small newspapers have a difficult time generating both quality points and circulation (both actual numbers and penetration). Clearly, having the resources and the money to invest in the news “product” can produce results. The patterns among the top newspapers were somewhat random, with inconsistent interactions among the variables. The State Port Pilot is the only newspaper that seems to represent fairly well the expected result, though penetration might have been predicted to be much higher. The Pilot dominated the NCPA contest in all the years studied, nearly doubling the quality score of the second-place Tideland News in the initial period and the Cherokee Scout in the second period. The Littleton Observer was a good example at the other end of the continuum: it had low penetration and low circulation numbers without quality points.

The Top 5 quality point winners are shown in Table 3. Statistical correlations are shown in brackets; there is not statistical correlation (shown in brackets below) in any of the quality scores from either period in any category. Mostly the correlations are non-existent or negative.

TABLE 3: QUALITY

Top 5 – Quality [+.60],: 1998-1999-2000
		Quality pts.	Penetration %
1	State Port Pilot	108	66
2	Tideland News	57	76
3	Havelock News	56	25
4	Zebulon Record	39	43
5	Wake Weekly	37	44

Top 5 – Quality: [-.40]: 2012-2013-2014
		Quality pts.	Penetration %
1	State Port Pilot	103	16
2	Cherokee Scout	60	72
3	Havelock News	54	23
4	Duplin Times	36	43
5	Chatham News	30	26

Bottom 5 – Quality: [-.20]: 1998-1999-2000
		Quality pts.	Penetration %
5	Roanoke Beacon	0	47
4	Fuquay-Varina Independent	0	46
3	Pender Post	0	35
2	Chatham Record	0	31
1	Littleton Observer	9	10

Bottom 5 – Quality: [-.00]: 2012-2013-2014
		Quality pts.	Penetration %
5	Avery Post	0	75
4	Yancey Common Times Jrn’l.	0	64
3	Rural Hall Indep’t.	0	60
2	Courier Times	0	46
1	Red Springs Citizen	0	25

DISCUSSION

The Havelock Times went out of business in the late 1990s. During the first two years of the first period, the Times and the Havelock News were both extremely successful in the NCPA contests. TheTimes tallied 11 quality points and had two first place awards in 1999. However, the News was considerably more successful, amassing 56 quality points and 11 first place awards with at least one in all three years. Havelock had a population of approximately 20,000 in the late 1990s. This head-to-head competition suggests that competition creates better products, whether they are newspapers, cars, allergy medications, or detergents. Employing the quality criteria of this research, the higher quality paper – the Havelock News – should have won the newspaper battle . . . and did.

In the late 20^th and early 21^st centuries, population sizes and economics tend to preclude competitive publications in the same town. There are, of course, notable exceptions to this trend. Two newspapers in Clay County (approximately 11,000 population) continue to thrive (to some degree) while still competing. The Smoky Mountain Sentinel would not reveal its circulation numbers at all during the first period, but claimed 63 percent in the second. The Clay County Progress indicated 87 percent penetration in the first period, slipping to 75 percent by the second. In North Carolina, for instance, two newspapers shared one town, each owned by one half of a divorced couple.

The countywide Alamance News, with one of the largest circulation in absolute numbers of any newspaper in this study, is dramatically different in penetration (just into double digits) from other countywide publications. It competes in a county that has a daily newspaper (the Burlington Times-News) and another weekly newspaper (the Mebane Enterprise). These are not, however, unique attributes of Alamance County. The News departs radically from the style and content of most weekly newspapers by not running obituaries, eschewing sports coverage, except a few features, and publishing pages of agate lines of bankruptcies, deeds, deaths, and crimes of all types. The News also attempts to cover nearly two-dozen small towns in Alamance County, so its numbers are diluted by the size of the county.

The vagaries of judging can clearly account for some differences – maybe even a substantial amount – in quality from year-to-year as well as between study periods. In 1989, for instance, the Geneseo (Ill.) Republic took first place for Best Use of Photos in the National Newspaper Association’s nationwide competition. However, the same entry in the same year only received an honorable mention in the equivalent statewide Illinois Press Association contest. Other confounding factors could involve the anomalies and serendipity of the submission process. Some newspapers may concentrate submissions in certain, limited categories because of particular strengths, building up quality points as a result. This, then, might affect general excellence as defined by this study.

Three newspapers went out of business in the interval between the two study periods: the Randolph Guide, Fuqua-Varina Independent, and the King Times-News. Six other newspapers merged: the Littleton Observer and Lake Gaston Gazette (now the Lake Gaston Gazette-Observer), the Zebulon Recordand Wendell Clarion (the Eastern Wake News), and the Pender Post and Pender Topsail (the Pender Topsail Post & Voice).[iii]

CONCLUSIONS

Judging from the results of this study, winning press association awards is simply not a good measure of weekly newspaper success or quality. The prosperity of a community newspaper in North Carolina is judged, not by quality or circulation, but by readers sending in their renewal checks and plunking down a stack of quarters at the local gas station or grocery store. Success, seemingly, is all about circulation and the resources that provides.

Market penetration, not circulation is the pivotal indicator. For instance, the minuscule Rural Hall Independent (748 circulation) has zero quality points, but an impressive 60 percent penetration of its market area by doubling its overall circulation in the dozen years between study periods. Perhaps the real story involves the peculiarities and nature of small towns that share a unique, clear identity with the newspapers that serve it. If there’s a lesson for community newspaper editors from this study, it is this: engage more with their communities, expand coverage, while obsessively focusing on the people that make up those communities and their concerns. Rather than expend time and resources on contests outside their communities, the most successful weekly newspapers do a better and more essential job telling readers and community residents about themselves.

According to community journalism scholars  Bill Reader and John Hatcher, “The modern community journalist is not an autonomous outsider, objectively recording all that transpires, but a community connector who has both a professional and a personal stake in that community” (2011, p. 8). Charles Kuralt called this a “relentlessly local” approach (Lauterer, 2000, p. xix). Robert Putnam observed that newspaper readers are “more rooted in their communities” (Putnam, 2000, p. 218). The best newspapers return the favor.

“A forum for parents to learn about the local schools, for residents to consider proposals for change, for church and civic groups to announce their doings, for neighbors to share happy times and sorrows.”

– Bernard Stein (Lauterer, xii)

REFERENCES

• Anderson, R., R. Dardenne, & G. Killenberg (1966). The American newspaper as the public conversational commons. Journal of Mass Media Ethics 11:3, 159-165.
• Gronewold, A. (1999). The last front porch in America. Grassroots Editor 40:4, 1-4.
• Hatcher, J. & B. Reader (2012). New terrain for research in community journalism. Community Journalism 1:1, 1-10.
• Lauterer, J. (2000). Community Journalism: The Personal Approach. Ames: Iowa State University Press.
• Lowrey, W., A. Brozana, & J. Mackay. (2008). Toward a measure of community journalism. Mass Communication and Society 11:3, 275-299.
• Mason, K. L. (2000). Newspaper numbers game: The relationship of editorial quality to circulation and market penetration in weekly community newspapers. Master’s Thesis, S.I. Newhouse School of Communications, Syracuse University, Department of Public Communications.
• Meyer, P. (1991). The New Precision Journalism. Lanham et al: Rowman & Littlefield.
• Meyer, P. & M. D. Arant (1992). Use of an electronic database to evaluate newspaper editorial quality. Journalism Quarterly, 69:2, 447-454.
• North Carolina Press Association (NCPA) website at http://www.ncpress.com.
• Putnam, R. (2000). Bowling Alone: The Collapse and Revival of American Community New York and London: Simon and Schuster.
• Reader, B., & Hatcher, J. (2011). Foundations of Community Journalism. Thousand Oaks: Sage Publications.
• Rosenberry, J. (2005). The effect of content mix on circulation penetration for U.S. daily newspapers. Journalism & Mass Communication Quarterly 82:2, 377-397.
• Terry, T.C. (2011). Community journalism provides model for future. Newspaper Research Journal, 32:1, 71-83.
• Tichenor, P. J., Donohue, G. A., & Olien, C. N. (1973). Mass communication research: Evolution of a structural model. Journalism Quarterly, 50:3, 419–425.
• Tocqueville, A. de (1841). Democracy in America trans. George Lawrence, ed. K.P. Mayer and Max Lerner. Reprint, New York and London: Harper & Row, Publishers, 1966.

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[i] Stein is the former co-publisher of The Riverdale Press of New York City. He won a Pulitzer Prize for editorial writing, one of the few weeklies to win the coveted award.

[ii] As an aside, in the first period very few newspapers had websites, while a dozen years later virtually all had them.

[iii] There were two name changes between 2000 and 2012 as well: the Mountain Times-Avery Editionis now the Avery Journal-Times, while the Liberty News became the Liberty Leader.

About the Author

Dr. Thomas C. Terry is a professor of journalism at Utah State University.

 

Leigh Landini Wright

Journalists long have been the gatekeepers of content for traditional media, but now with social media, does that role still stand? Although studies have focused on larger circulation newspapers, the literature suggests a gap among community newspapers’ judgment of news values and gatekeeping as applied to social media postings.  A survey of 108 journalists working at newspapers with a circulation of 30,000 or less revealed insights into how journalists perceive the traditional news values when posting to the social media. Helpfulness played highly on Facebook while timeliness played better on Twitter.

In today’s society, news and social media seem intertwined. People merely need to pick up their phones and scroll through Facebook or Twitter to catch up on headlines from the world or as close as their neighborhood. The Pew Research Center began tracking Americans’ interactions with social media in 2005 and found only 7 percent of people used social media, but by 2015, that number had soared to 65 percent of adults (Perrin, 2015). As Americans continued to log in to sites such as Facebook and Twitter to connect with friends and family, news organizations began using these social networking sites to connect with their readers. In 2013, 47 percent of Facebook users said they found news on that social networking site (Mitchell, Kiley, Gottfried & Guskin, 2013). By 2015, 63 percent of Facebook and Twitter users said they used these social networking platforms to access news about events and issues outside their sphere of friends and family. This statistic increased from 52 percent on Twitter and 47 percent on Facebook just two years earlier (Barthel, Shearer, Gottfried & Mitchell, 2015). Furthermore, 59 percent said they kept up with Twitter during a live news event while 31 percent kept up on Facebook (Barthel, Shearer, Gottfried & Mitchell, 2015).

Additionally, one in 10 Americans consume news on Twitter and four in 10 on Facebook, and the Pew researchers found an overlap of 8 percent between those who use both Facebook and Twitter to consume news (Barthel, Shearer, Gottfried & Mitchell, 2015).

In Pew’s 2013 study, a third of Facebook users who followed news organizations said they connected with an individual journalist to follow updates, and these news consumers were more likely to click on news links to discuss issues with their friends (Mitchell, Kiley, Gottfried & Guskin, 2013). As social media gained a stronghold as the go-to source for Americans to communicate with friends and keep up with their communities, journalists and news organizations began to see the value of a social media presence on platforms such as Twitter and Facebook.

The Washington Post, for instance, mandated in mid-2011 that reporters use Twitter and Facebook (Rosenberry, 2013). Researchers at the University of Missouri found that 84 percent of daily newspapers use Twitter or Facebook (Rosenberry, 2013). Greer & Yan (2010) used a content analysis of newspapers with a circulation of under 50,000 over a 10-month period in 2009-2010 and found steady growth in social media usage, including a doubling of Twitter use within that time (Greer & Yan, 2010).

However, the literature yields little about the usage and trends of social media at newspapers with circulations of 30,000 or less. This pilot study chose the 30,000 or less threshold for circulation as a benchmark for smaller newspapers that may not be studied as frequently as larger metros. This study seeks to find the motivating factors for journalists setting the news determinants and the relationship between those news determinants or news values when posting to social media at daily newspapers with a circulation of 30,000 or less.

LITERATURE REVIEW

Theoretical Framework: Gatekeeping

Psychologist Kurt Lewin (1947) first devised a theory that tracked the flow of the channels by which food reaches the dinner table and determined that a specific area could function as the gate as a part passed through a whole. Although the original case applied to food, the gate later applied to news items, and gatekeepers ruled the gate sections and controlled the flow of information (Lewin, 1947). David Manning White applied gatekeeping to journalism in the 1950s and studied why newspaper wire editors selected stories for publication. White (1950) used a wire editor, defined for his study as a white man in his 40s at a newspaper with a circulation of 30,000 in an industrial Midwestern city, as the gatekeeper who controlled the flow of information from the wire services to the newspaper audience. White queried the editor about the reasons behind his choice of wire news copy and found the editor made his decision based on personal experiences (White, 1950). Snider (1967) replicated White’s study with the same editor, dubbed Mr. Gates, and found the story selections were still based on Gates’ perceptions and news could be defined as “the day-by-day report of events and personalities and comes in variety which should be presented as much as possible in variety for a balanced diet” (Snider, 1967, pg. 426). Bass (1969) studied the role of the news gatherers (writers, reporters, local editors) in stage one and the news processors (editors, copyreaders and translators) in stage two, concluding that the person’s role within the organization defined his perception (Bass, 1969). Halloran, Elliott, and Murdock found that gatekeeping began with the reporter and the gatekeeping function among the editorial staff varied from newspaper to newspaper (1970). However, Chibnall (1977) wrote, “The reporter does not go out gathering news, picking up stories as if they were fallen apples. He creates news stories by selecting fragments of information from the mass of raw data he receives and organizing them in a conventional journalistic format” (1977, p. 6).

Studies (Gieber, 1956, Westley & MacLean, 1957) concluded that gatekeeping was not as much a personal decision as it was an organizational one. Herbert Gans (1979) found that gatekeeping is more of a process than an individual decision, as information is packed for an audience. Gans asserts that “the news is not simply a compliant supporter of elites or the Establishment or the ruling class; rather, it views nation and society through its own set of values and with its own conception of the good social order” (1979, p. 62). Shoemaker, Eichholz, Kim & Wrigley (2001), who surveyed editors and reporters about stories resulting from fifty Congressional bills, found that routine forces, or those set by the news organization, were more significant than individual forces (Shoemaker et al., 2001).

However, when considering individual forces, one has to account for the demographics, ethnicity, gender, education, class, religion, and sexual orientation of the gatekeeper (B.C. Cohen, 1963; Johnstone, Slawski, & Bowman, 1976; Weaver, Beam, Brownlee, Voakes & Wilhoit, 2007; Weaver & Wilhoit, 1986, 1996). Weaver & Wilhoit (1996) examined the background of journalists and concluded that the average journalist in the 1990s was a white man earning $31,000 a year who had worked in the field for 12 years and worked for a medium-sized, group-owned newspaper (Weaver & Wilhoit, 1996). Their study (2007) more than 10 years later found no variation.

In the digital era, who is responsible for determining the content: the individuals or the organizations? Cassidy (2006) found little difference between the gatekeeping functions of legacy media and new media (Cassidy, 2006), and Singer (1997, 2005) suggested that print-based routines are still prevalent in the online news world. Cassidy (2007) also found that traditional print journalists question the credibility of online information and cited works from researchers Boczkowski, 2004; Deuze, 2005; and Singer, 2006, to suggest conflict exists between the traditional role of journalists as gatekeepers and the online world as a free publishing arena (Cassidy, 2007).

As newspapers continued to move into the online realm, Bruns (2003) suggested a model of “gatewatching” for online news rather than the traditional model of gatekeeping. Bruns (2003) said gate watchers watch the gates and then show their readers which gates will open to “useful sources.” The gatewatcher model also allows for a quicker posting of news and information since it is online, and newsgathering becomes “more transparent.” (Bruns, 2003, pg. 35).

Shoemaker & Vos (2009) challenged contemporary scholars to study gatekeeping in the 21^stcentury, and they suggest asking questions about how communications routines differ among various forms of media and the assorted platforms.

News Determinants

What determines news? Editors and reporters long have relied on the gatekeeping theory to determine the flow of information between the news professionals and the audience. The classic study of news values (Galtung & Ruge, 1965) found that events that did not carry multiple meanings were more likely to be published. They identified 12 factors that they identified as important to news selection, which included frequency, continuity, elite people, and reference to persons (Galtung et al, 1965). A variety of definitions and determinants exist in the literature, but for the purpose of this study, the researcher chose to use Rich’s (2009) list that includes timeliness, proximity, prominence, unusual nature, conflict, impact and entertainment/celebrity (Rich, 2009). A reporter or editor generally decides on the newsworthiness of a story based on these criteria (Rich, 2009):

• Timeliness – Events are reported as soon as they happen or as soon as they are scheduled to happen.
• Proximity – Local readers care about what happens in their local communities.
• Prominence – Well-known people in the community become subjects of news articles.
• Impact – Newspapers seek local angles to world events and show their impact on the local community.
• Conflict – Stories report on conflict within a community.
• Helpfulness – Consumer, health and other how-to stories that provide information of use to the community.
• Entertainment/celebrity – Stories about entertainers or celebrities.

In a study of Swedish journalists and their news determinants, Stromback, Karlsson & Hopmann (2012) argued that the concepts of news selection, news values, news, and standards of newsworthiness should not be treated as interchangeable concepts as they are “conceptually and empirically distinct” (Stromback, Karlson & Hopmann, 2012, p. 725). Furthermore, they concluded using normative theory that no differences exist between the news values for traditional media and online media (Stromback et al., 2012).

Sheffer & Schultz (2009) studied whether blogs changed news values for newspaper reporters. Their study, a conceptual analysis, examined newspapers in three divisions (under 25,000 circulation, 25,000 to 100,000 circulation and 100,000-plus circulation) and found that journalists viewed blogs as another platform for traditional reporting. Sixty-three percent of newspaper bloggers examined did not include first-person writing, nor did the majority (87 percent) engage readers in a conversation (Sheffer & Schultz, 2009).

Media Trends

The proliferation of social media tools may have changed the dissemination and gathering of news for legacy media, but reporters still report on news and issues in their communities. Reporters now attend city and county government meetings, trials and even ball games with their smart phones or tablets tucked alongside their reporter’s notebook and recorder.

Social media tools allow reporters to report in real time and push content to their fans or followers. Grant (2012) proposed the seven functions for social media in journalism: report, promote, share, engage, follow, sourcing, and defend. Within these, reporting and sourcing allow journalists to use the news values of timeliness and proximity. “In the process, we need to reconceptualize our roles as journalists — instead of our being the source of information, social media allows us to become the hub for information” (Grant, 2012).

Journalists use Twitter to report events in real-time whether they cover a high-profile trial or a breaking news event. By using Twitter as a reporting tool, the reporters emphasize the news values of timeliness and proximity. National Public Radio reporter Andy Carvin used Twitter to tell the story of the Arab Spring uprising in the early months of 2011. He collected reports from the streets and tweeted up to a thousand times a day (Shephard, 2013). Carvin said he used multiple tweets to provide context for his readers and was careful not to repeat rumors. “That’s why it’s not unusual for me to tweet hundreds of times during a breaking news story because I’m constantly asking questions and reminding people what we know and what we don’t know” (Shephard, 2013). Mark Stencel, NPR’s managing editor for digital news, said Carvin actually turned the traditional reporting method public. “In a lot of ways, this is traditional journalism,” Stencel said. “He’s reporting in real time and you can see him do it. You can watch him work his sources and tell people what he’s following up on” (Briggs, 2013, pg. 96).

When Hurricane Sandy hit the East Coast in October 2012, reporters and citizens engaged in exchanging information via Twitter. According to the Pew New Media Index, 34 percent of the tweets produced during the storm involved news organizations, government sources, and the public reporting on news and human interest, yet another longtime news value. (Pew, 2012).

Besides tweeting 140-character updates of news unfolding in real time, Twitter also allows reporters to link to their sources or other news outlets, thus providing transparency in the reporting process. Lasorsa, Lewis & Holton (2011) found that 42 percent of the tweets from journalists from September 2009 to March 2010 contained an external link. (Lasorsa, Lewis & Holton, 2012, p. 24) Half of the tweets referred the public back to the news organization’s site, 25 percent to other media sites, 18 percent to external web pages and 7.2 percent to blogs. The researchers surmise that “some amount of accountability and transparency may be occurring in the microblogging activities of journalists” as reporting in real-time allows the journalist to show the audience their reporting and sourcing process (Lasorsa, Lewis & Holton, 2012, p. 24)

Those who apply gatekeeping theory to online media point to the use of a hyperlink as the act of enforcing the gate (Dimitrova, Connolly-Ahern, & Williams, 2003). De Maeyer (2012) asked journalism educators and journalists in Belgium about their views on hyperlinking and found they agreed that “classic journalistic principles are what should guide journalists’ linking behaviour” (De Mayer, 2012, pg. 699). Furthermore, Meraz (2009) studied political blogs in regards to hyperlinking and found the traditional mass media ruled the hyperlinking choices by linking to traditional news sources rather than citizen blogs or others (Meraz, 2009, pg. 702).

In social media, a widely accepted practice among both journalists and the public involves using hyperlinks within Facebook status updates or tweets to drive the reader back to a site, whether it’s a news site or another site. Hermida (2010) said when links are shared via Twitter, they create “a diverse and eclectic mix of news and information, as well as an awareness of what others in a user’s network are reading and consider important” (Hermida, 2010, pg. 303).

Bastos (2014) found in his study of social media postings by the staff at The Guardian and at The New York Times that Twitter is more useful for hard news items while Facebook is a stronghold for softer news such as fashion or entertainment. “As readership agency begins to deliver critical feedback to news items and interfere in the agenda of legacy media, newsrooms will have to strike a balance between news that editors understand to be important and news that answers the wishes of increasingly interactive and demanding readers” (Bastos, 2014, p. 17).

While much of the literature discusses social media postings at larger publications such as The New York Times or The Guardian, little has been written about the smaller publications typically associated with community journalism. Before discussing social media usage among community newspapers, one must define community journalism. Lauterer (2006) offered two definitions – one pertaining to circulation size and the other pertaining to the scope of what constitutes a community. Within circulation, Lauterer defines a community newspaper as one “with a circulation under 50,000, serving people who live together in a distinct geographical space with a clear local-first emphasis on news, features, sports, and advertising” (Lauterer, 2006, p. 1). However, community journalism also could extend to look at the broader segments of ethnicity, ideas, faith or interests (Lauterer, 2006).

Hatcher & Reader (2012) wrote about the need for scholarship to cover community journalism and determined that “community is no longer defined exclusively in terms of proximity or social homogeneity” and journalism is no longer limited to the work of reporters. “Today, a person can belong to a vibrant and active community without even knowing the people next door. Those communities still need and share news, opinions and other bits of information that fall under the big tent of journalism” (Hatcher & Reader, 2012).

However, community newspapers may be slower to adapt to the changing landscape of using social media in the reporting and dissemination process. One community newspaper editor in Eastern Kentucky wrote in Givens’ survey (2012) that Facebook could be viewed as a negative because it took the social news contributions (weddings, engagements, birth announcements, etc.) out of the community paper. The editor said all a person has to do now is log into Facebook and see pictures of a child’s birthday or special event that otherwise might have been submitted to the newspaper (Givens, 2012).

This study provides a snapshot of current media practices with regard to news value judgments against a theoretical framework of gatekeeping. Reporters and editors at daily newspapers with a circulation of under 30,000, which would fall into the smaller quarter of what’s defined as “community journalism,” were surveyed about their current practices of determining which news values matter when posting stories and/or links to social media.

RESEARCH QUESTIONS

Based on previous studies involving the individual and organizational forces of enforcing the gate and determining news content for audiences, the literature suggests the following questions for this study:

RQ1: Which news values influence a community journalist’s decision to post news content to social media platforms?

RQ2: What is the relative importance in a community journalist’s decision-making process for posting news content on social media platforms?

RQ3: Does a community journalist’s age and level of experience influence his or her decision to post news content to social media platforms?

RQ4: Does the publication, with a circulation of 30,000 or less, require journalists to abide by a written policy for posting content on social media sites?

METHODS

This study uses quantitative and qualitative methods to gauge the perceptions of journalists working for newspapers with circulations of 30,000 or less. The university’s Institutional Review Board approved all collection instruments and methods.

The researcher emailed 1,000 invitations containing a SurveyMonkey link to randomly selected journalists (reporters and editors) from 658 newspapers with circulations of 30,000 or less. The researcher gleaned email addresses from newspaper websites; however, 30 responses bounced immediately because the journalist to whom the email was addressed no longer worked for that publication, had exceeded his or her email mailbox storage limit or the spam filter rejected the unknown recipient. One hundred eight journalists responded to the survey, for a response rate of 11.4 percent. No benchmark figure for an acceptable response rate exists, but a postal survey sent without any other notification typically garners a low response rate of less than 10 percent (Descombe, 2014) and when Web resources are used, such as an electronic survey sent via email, the response rate can be comparable to a survey delivered via the postal service (Kaplowitz, Hadlock & Levine, 2004). Thus, the response rate, which included reminders, can be considered as representative for this pilot study.

Of those, 99.1 percent, or 107 respondents, indicated that their publication maintained social media accounts for news purposes, and only 0.9 percent, or one respondent, said the newspaper did not use social media.

Study Design

The survey included both qualitative and quantitative questions regarding journalists’ use of social media. The first section asked about the frequency of posting and their perceptions of the traditional news values on social media posting. The second section included open-ended responses about which news values they placed relevance on for social media posting and how they decided to pursue a story via traditional reporting means contrasted with how they decide to post information to social media. Two questions concerned whether administrators (editors, publishers, etc.,) had to approve social media postings and if the paper followed a written policy regarding social media.

The researcher emailed invitations with links to the SurveyMonkey instrument and then sent two reminder emails, each spaced two weeks apart, during the month of September 2013. Reminder emails typically have a positive response rate for Web surveys as compared with an email containing the survey (Kaplowitz, Hadlock & Levine, 2004). The data then was analyzed using SPSS, and the researcher chose to use t-tests and ANOVA.

FINDINGS

Demographics: Seventy-eight of the 108 respondents answered the demographics section. The respondents were evenly split (50 percent) on gender. With regard to age, 34.6 percent were ages 21-30, 16.7 percent were ages 31-40, 21.8 percent were ages 41-50, 20.5 percent were ages 51-60 and 6.4 percent for ages 61 and up. For experience, 34.6 indicated that they had 21 or more years in the business, followed by 24.4 percent for 0-5 years, 16.7 percent for 6-10 years, 6.4 percent for 11-15 years and 17.9 percent for 16-20 years.

The majority of respondents, 87.3 percent, held a college degree, 10.1 percent had a master’s degree and 2.5 percent listed their highest level of education as a professional or academic degree (J.D., M.D., Ed.D., etc.).

Seventy-nine respondents answered the question about their level of training in social media. Nearly 61 percent said they have learned on their own, 25.3 percent attended a seminar or webinar, 12.7 percent said they learned in other manners and 1.3 percent had no training.

Research questions: Regarding RQ1 and RQ2, participants were asked to think about the various news values (timeliness, proximity, prominence, impact, conflict, unusual nature, helpfulness and entertainment/celebrity) and rank them on a five-point Likert scale (Strongly Agree, Agree, Neutral, Disagree, Strongly Disagree) about the degree to which the news values affect their posting.

Slightly more than 60 percent of journalists strongly agreed they consider helpfulness as a consideration for posting to Facebook, followed by timeliness at 55 percent; impact, 45 percent; proximity, 37 percent; prominence, 25.8 percent; unusual nature, 26 percent; conflict, 14 percent, and entertainment, 5.4 percent.

FIGURE 1. JOURNALISTS SURVEYED RANKED HELPFULNESS AS THE TOP NEWS VALUE FOR FACEBOOK.

Timeliness ranked first for Twitter with 65.9 percent indicating strong agreement as a consideration when they post stories or links. Helpfulness rated second at 61 percent, followed by impact, 40 percent; proximity, 31 percent; prominence, 22 percent; unusual nature, 26 percent; conflict, 13.2 percent, and entertainment, 4.3 percent.

FIGURE 2. JOURNALISTS SURVEYED RANKED TIMELINESS AS THE TOP NEWS VALUE FOR TWITTER.

Analysis through one-sample t-tests of news values correspond with the descriptive data between the top news values for Facebook and Twitter. Using 3 as the benchmark value, the researcher determined that news values with a higher score than 3 are decidedly used by journalists to determine news content. Helpfulness ranked higher for Facebook at 4.42, but timeliness ranked higher for Twitter at 4.48. By contrast, entertainment ranked the lowest for both at 2.76 for Facebook and 2.75 for Twitter.

Relation of news values

The researcher chose to run t-tests to determine relationships between the importance of news values on both the Facebook and Twitter platforms. The paired t-tests compared specific news values to one another.

For postings on Facebook, impact (M=4.14, SD=.97) ranked slightly higher than conflict (M=3.32, SD=.99) when journalists post news items. Significance was indicated for the news value of impact, t(92)=6.8, p<.01. Impact ranked slightly more important than unusual nature (M=3.80, SD=1.03). However, when comparing helpfulness and impact, journalists place slightly more importance on helpfulness (M=4.42, SD=.86) than impact (M=4.13 SD=.99). Significance was found when comparing helpfulness and impact, t(91)=3.02, p<.01. These results suggest that journalists still rely on traditional news values and gatekeeping to decide which news items to post to Facebook. Helpfulness, an important consideration for helping readers live their daily lives, rated higher than impact, but when impact is compared to unusual nature, journalists choose items that have an impact on their local community. Also on Facebook, significance (t(92)=3.30, p<.01) was found for journalists using timeliness as a news value. Journalists were more likely to use timeliness (M=4.34, SD=.89) than proximity (M=3.96, SD=1.02).

On Twitter, significance was found between the choice of conflict and entertainment celebrity (t(83)=4.63, p<.01) and significance was identified between timeliness and proximity, t(90)=6.03, p<.01) Journalists were more likely to post news items identified with timeliness (M=4.47, SD=.86) than proximity (M=3.89, SD=.91). Significance also was identified between helpfulness and impact (t(90)=5.23, p<.01). Journalists were more likely to post items involving helpfulness (M=4.5, SD=.86) than impact (M=3.4, SD=1.02). Journalists also are more likely to post items involving conflict (M=3.3, SD=.98) than entertainment/celebrity (M=2.8, SD=.99).

These results suggest the traditional news values remain important, and because of Twitter’s immediacy, timeliness remains the top news value. Even though reporters and editors serve a local community, timeliness carried more significance than proximity.

“Breaking news or information that has a timeliness factor needs to be posted right away to either Facebook or Twitter, or both,” wrote one journalist in the open-ended portion of the survey. Another journalist wrote that social media offers a chance to let the public know the reporters are on the scene and working on stories. “Then you can report on it traditionally and post links to updates and a link to the full story when it has been investigated and written.”

Journalists surveyed for this study replied with specific examples related to how they use the news values to determine social media placement in their publications. Specific examples help researchers determine the current practices in the field.

“For my organization, proximity and helpfulness take on special significance. My print newspaper, although a daily, is heavily focused on our local communities. Because we have no revenue stream attached to our social media and little attached to our online/mobile platform, our primary goals with all of these products is to drive traffic to the print product and enhance our brand.”

“The news values are the same as those of traditional print. But the most important item (which was absent from your survey) is monetization. We publish a daily newspaper from which we derive clear revenue. Our website does not have an effective business model at this time and is probably undermining our print readership.”

“I don’t consider there to be a significant difference in news values between social media and print or web. News is news.”

One journalist said the immediacy of social media allows him to quickly disseminate items classified under the helpfulness news value. He said Facebook, in particular, allows for getting the news out quickly to his community because if he waited to publish in the daily paper, the item would no longer be useful or timely to his readers.

Regarding RQ3, would a journalist’s age and level of experience influence his or her decision to post news content to social media platforms, the tests revealed mixed results. No significance was found to exist among the levels of experience through the ANOVA test.

However, independent t-tests revealed significance, (t(27)=2.06, p<.05) between younger journalists, ages 21-30, and older journalists, ages 61 and up, for their consideration to post items of prominence to Facebook. Younger journalists (M=4.20, SD=.957) were more likely to post items of prominence to Facebook than older journalists (M=3.20, SD=1.095). No other statistical significance was found between the older group and younger group of journalists, which indicates that age may not be a deciding factor for the gatekeeping function for all the news values.

However, statistical significance (t(39)=2.28, p<.05) was found when comparing the age groups of 21-30 with 41-50 with regard to their consideration to use timeliness and impact as values for posting to social media. Younger journalists, ages 21-30, (M=4.68, SD=.627) were more likely to cite timeliness as a news value for Facebook than middle-aged journalists, ages 41-50, (M=4.00, SD=1.317). Significance also existed for the decision to post items involving impact to Twitter for the younger journalists, (t(39)=1.484, p<.05). Younger journalists (M=4.40, SD=.866) also were more likely to cite impact as a decision for posting to Twitter than middle-aged journalists (M=3.75, SD=1.125). No other statistical significance exists between the younger and middle-aged groups.

With regard to RQ4 in the open-ended section of the survey instrument, the researcher asked respondents about their publication’s social media policies regarding posting. Forty-four journalists indicated that their publications do not have limitations or a written policy about what they can post, and 28 indicated that they do have a policy.

One journalist who identified as an employee of the Rapid City Journal posted the newspaper’s policy that the paper drafted after consulting the guidelines set by the St. Louis Post-Dispatch, the Missoulian and the Wisconsin State Journal. The policy includes items reminding the staff to verify their information before posting and remaining objective when interacting with political parties on social media. The policy also encourages the journalists to remain cautious about retweeting content from user-generated sources so that their retweets are not taken as endorsements. Employees also may not post unpublished photos, audio or video gathered by reporters unless an editor has approved live-tweeting or live-blogging.

A few who indicated they do not have limitations expanded their answers to include reasons why. “We do give some thought to holding in-depth and exclusive stories until after they appear in print,” one journalist wrote. Another wrote, “There are no concrete limitations. We have our reporters and our online editor use common sense when posting.”

Several journalists also raised the question of whether posting to social media would affect their newspaper’s business model or drive traffic to their website, which is behind a paywall. “In the absence of a clear revenue stream, we should only be driving readers to and not away from our print product,” one editor wrote.

DISCUSSION

Journalists use the gatekeeping method for determining the newsworthiness of content for the legacy media, so it should follow that consciously or subconsciously they use the same method for posting to social media. Journalists at publications of under 25,000-circulation, 25,000-100,000 circulation and 100,000-plus circulation all viewed blogging as an extension of traditional reporting (Sheffer & Shultz, 2009). Thus, differences in circulation sizes as well as platforms may not make a difference in regard to traditional journalistic practices.

Cassidy (2006) and Singer (1997, 2005) both suggested that print-based routines remained prevalent in the online world, and Brems (2014) suggested that the routines are becoming adapted to speed and space. The speed of social media may help to push the boundaries of the traditional deadline and publication schedules as reporters and editors are no longer bound to a schedule for publishing content. Breaking news, for instance, no longer has to wait for the morning paper.

Twitter seemed to attract journalists who wanted to post breaking news or timely links, but Facebook seemed to drive opportunities to engage or connect with the newspaper’s community. Helpfulness ranked first as a news value for Facebook, followed by timeliness, while timeliness ranked first on Twitter followed by helpfulness. Both Twitter and Facebook allow newspapers to quickly share information that qualifies as both timely and helpful to their communities. For instance, if a traffic accident closes an interstate or major highway, a reporter or editor can help their public determine an alternate route immediately, unlike years ago when newspapers had to wait until the next publication cycle. Helpfulness also allows journalists to post updates about weather events, such as reports of confirmed tornadoes or flash floods. This news value also gives readers immediate information about shelters in times of a weather crisis. Facebook’s visual nature enhances the posts about helpful community information by enabling journalists to post a photo from a scene or a graphic that gives additional information.

One journalist replied in the survey that he could easily get information out to his audience that was both timely and helpful in the case of an accident. In that case, the journalist again is acting as the gatekeeper by deciding to post helpful information immediately rather than waiting to disseminate that information in the traditional print product. The item would still be disseminated to the public, but the action of immediately posting it allows the gatekeeper to control the flow and timing of that information to the public.

In a sense, this feeling of “helpfulness” can create another form of community online. Much like knowing one’s neighbor, the community still needs the news and shared shreds of information (Hatcher & Reader, 2012). Formal and informal measures help the community to produce and supply information to the public (Hatcher & Reader, 2012), much like the notion of helpfulness as a news value when news organizations and their audience engage in social media postings about things happening in the community. The same may hold for the news value of impact, which alerts a community to an issue that may affect it. In this day and age of vanishing geographic communities, what may have an impact on the audience in a larger population area also may have an effect on those in a smaller area. The only separation now comes in the form of a screen as Americans are increasingly living their lives online, and 63 percent of Americans consume news through Facebook and/or Twitter (Barthel, Shearer, Gottfried & Mitchell, 2015).

Timeliness allows reporters and editors to immediately update their readers about everything from traffic incidents to a verdict from a high-profile local trial. Timeliness became a hallmark for Twitter as the company described itself as a “real-time information network” (Twitter, 2011).

Additionally, Boyle & Zuegner (2012) found the largest focus of tweets for mid-sized papers focused on local news. In this study, proximity, long a hallmark for local news, ranked third for both platforms. One has to wonder if the age of a mediated form of community might push that news value down slightly as community may no longer be defined as a specific location, but rather a specific audience that may extend well beyond geographical confines. Social media could redefine that traditional definition of proximity beyond a specific area.

With the results showing a tendency to use traditional news values for postings to Facebook and Twitter, Cassidy’s conclusion holds that online and print journalists are not too far separated on their perceptions on gatekeeping and news values (Cassidy, 2006). The journalists queried in this survey work for daily newspapers of circulations under 30,000 that are delving into using social media as a way to connect with their audience, disseminate content and possibly drive the audience back to either the online site or the traditional print product.

Although a few significant differences were found between the youngest age group and the oldest age group in regard to the news value of prominence, journalists as a whole did not have differences for levels of experience. The absence of significance may back up Cassidy’s finding that no differences in the gatekeeping function exist between online and print journalists. Journalistic training, whether conducted on the job or in a classroom, does not seem to matter about the perception of the news values for social media. Cassidy (2007) also wrote that research pertaining to the sociology of news values suggests that journalists “internalize the norms and values of the profession, as well as those of the organization for which they are working” (Cassidy, 2007, pg. 18). Additionally, Shoemaker & Vos (1996) found that patterned routines may be repeated as journalists perform their jobs. Thus, one has to wonder if the posting of content falls under the guise of a patterned routine or a spontaneous response, and if that response, in fact, controls the gate or allows the gate to swing open toward Bruns’ model of gatewatching.

As people continue to increase their reliance on social media for daily activities, the difference for ages and posting may not exist. Younger journalists may correspond with social media usage rates of the population ages 18-29 where 90 percent use social media (Perrin, 2015). Social media usage among those ages 65 and up also tripled from 2010 at 11 percent to 35 percent five years later (Perrin, 2015).

Although Cassidy’s study did not note significant differences between print and online journalists, Bruns’ gatewatching model could be applied to social media because of the transparency involved when reporters and editors interact with their audience on social media. For instance, he mentioned that readers are “encouraged” to check a reporter’s sources, and indeed, if a reporter posts updates from stories-in-progress, an argument could be made that it is a measure of transparency (Bruns, 2003, pg. 36). Carvin, the former NPR reporter, used Twitter during the Arab Spring to report in real time and show his audience his sourcing, and thus the transparency of reporting (Briggs, 2013). Lasorsa, Lewis & Holton (2012) surmised that transparency may already be occurring in microblogging, such as Twitter, because journalists post in real-time to an audience that sees their sourcing and reporting (Lasorsa, Lewis & Holton, 2012, p. 24).

Additionally, the lack of policies for posting, as mentioned in RQ4, suggests the newspapers trust the established routines of gatekeeping as a way to determine the news content. Brems (2014) asserted the journalist still remains a trained figure for the public to use as guidance for content, whether online or anywhere else (Brems, 2014).

Limitations of the study and future research

These results of a small sample in this pilot study indicate a snapshot of current practices of posting to social media platforms. The researcher plans to conduct additional surveys with media organizations such as the Society of Professional Journalists or the American Society of Newspaper Editors and state press associations in hopes of getting a larger response. The researcher also plans to use incentives to bolster the response rate. Sheehan (2001) found response rates when the first interoffice messaging system was introduced recorded a mean response rate of 61.5, but the rates have dropped to 24.0 in 2000 (Sheehan, 2001).

Future research also could examine whether individual or routine forces (Shoemaker et al., 2001) play a role in posting to social media. Another study could address the notion of gatewatching and apply that model to reporting in real time on Twitter. Additional research could be conducted via content analysis of several circulation groups (1-10,000, 11,000 to 19,999 and 20,000 to 30,000) to determine the types of content news organizations post.

Because social media evolve frequently in regard to platforms and usability, perceptions of journalists and their view of news values on social media should be gathered regularly to determine the current practices and applications to the existing theories of gatekeeping.

CONCLUSION

Today’s community newspapers, specifically those with a circulation of 30,000 or less, use social media for both reporting and news dissemination, and the trend likely will continue as readers use Facebook and Twitter as social networks and coincidentally for their news reading. Consciously or not, journalists, whether an editor or a reporter, remain the gatekeeper in deciding which types of items to post to Facebook or Twitter. The pilot study, although a small snapshot of community newspapers, suggests journalists still use traditional news values to determine posting to social media. As such, the reporters and editors who post remain the traditional gatekeepers because they are using factors to determine what they think their audience wants to see, much like they do for determining the types of stories to place on Page 1. News has to be timely and helpful to have an impact on a local community because readers turn to social media several times a day for updates from their friends and their media sources. In a way, social media continues the cycle of how newspapers involve their communities and engage readers for comments and interaction through community forums, reader contests and even reader submissions of stories. The difference is that social media provides the element of immediacy as readers can tweet back to the paper or individual reporters, and they can comment on Facebook status updates.

As social media become an important journalistic strategy for news organizations, large and small, future studies should continue to examine the relationship between the journalist as the gatekeeper and if traditional values still hold.

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About the Author

Leigh Landini Wright is an assistant professor of journalism at Murray State University.

John F. Kirch

This article examines how the Washington Post and 11 daily newspapers in Virginia covered the 2013 gubernatorial campaign of Libertarian Robert Sarvis, who received 6.5 percent of the overall vote on Election Day. The study found that community newspapers with circulations under 50,000 provided a higher percentage of their news coverage to the third-party candidate than did the Post and the larger daily newspapers in Virginia.

Candidates who run for political office outside the traditional two-party system are usually ignored or ridiculed by the news media (Joslyn, 1984; Rosenstone et. al., 1996; Sifry, 2003; Stempel, 1969; Stempel & Windhauser, 1984; Stovall, 1985; Zaller & Hunt, 1994; Zaller, 1999). Minor-party contenders who garner some media attention commonly find themselves portrayed as spoilers or protest votes whose only role will be to tip the election in favor of the Democrat or Republican (Herrnson & Faucheux, 1999).

One form of news media that third-party candidates might find more hospitable could be the community newspaper – small weeklies and dailies that focus heavily on local news. Unlike their metropolitan cousins, these smaller publications are known for printing stories about all aspects of their community, whether it is a town council meeting or a neighborhood bake sale (Byerly, 1961; Gronewold, 1999; and Janowitz, 1967). Editors and publishers of smaller newspapers are seen as more connected to their audience, and they view their role as the main chronicler of everything that occurs in that community (Gladney, 1990; Jeffres et. al., 1999; Kennedy, 1974; and Lauterer, 2006). They are, in the words of Gronewold (1999, p. 1), “the last front porch in America,” one of the few institutions left that are dedicated to recording the history of a town, boosting civic pride, and bringing people together. Could this value system of inclusion spill over into election campaigns that involve third-party candidates? Are community newspapers – whether they operate in small towns or focus on specific urban neighborhoods – more receptive to covering political candidates who venture onto the campaign trail from outside the Democratic-Republican establishment?

This exploratory study takes the first step in answering this question by examining how small and large newspapers covered the 2013 Virginia gubernatorial campaign of Robert Sarvis, a Harvard-educated mathematician who mounted a serious third-party challenge as a Libertarian. The Virginia race makes a good case study because Sarvis campaigned throughout the state and received 6.5 percent of the vote, the largest percentage of any third-party gubernatorial candidate in the history of the South and the third largest total for a Libertarian in any state (Virginia State Board of Elections, Official Results, 2013. See also, “Virginia Libertarian for Governor Vote,” 2013; Beckel, 2013; Jacobs, 2013; Kirch 2016). Sarvis was also seen as a legitimate candidate by political pundits (Payne, 2013; Tuccille, 2013; Will, 2013) and Virginia voters, many of whom said they were looking for an alternative to Republican Ken Cuccinelli II and the eventual winner, Democrat Terry McAuliffe (Bouie, 2013; Dvorak, 2013; Miller & Rogers, 2013; Reinhard, 2013; Zito, 2013). Moreover, polls throughout the campaign indicated Cuccinelli and McAuliffe were deeply unpopular with the Virginia electorate while Sarvis was viewed positively by an estimated 65 percent of the voters (Quinnipiac Poll, October 10, 2013; Quinnipiac Poll, November 4, 2013). The central question this study seeks to answer is, did community newspapers respond differently than metropolitan newspapers to the candidacy of Sarvis or did they mimic the type of coverage provided by larger dailies? More specifically, did community newspapers provide a higher percentage of their coverage to Sarvis than metropolitan newspapers?

The study is important for two reasons. First, there is nothing in the literature that compares the differences between community and metropolitan newspaper coverage of third-party gubernatorial candidates. This is a serious omission given the importance small newspapers play to many Americans (Lauterer, 2006; Miller et. al., 2012; Reader 2015). Second, third-party gubernatorial candidates are worth studying because minor parties have had more success at the state level than in national presidential contests (Kirch, 2008; Kirch, 2013; Lem & Dowling, 2006).

The study being reported here developed out of a larger content analysis of the 2013 Virginia gubernatorial election (see Kirch, 2016). The emphasis of the larger study was to examine the overall news coverage of the Libertarian compared to the Democrat and Republican while this study emphasizes how community newspapers covered Robert Sarvis compared to the Washington Post and Virginia’s biggest dailies. The larger study was not originally intended to examine a difference between community and metropolitan news coverage of a credible third-party gubernatorial candidate. However, it was determined that an analysis of community newspaper coverage should be conducted and then reported in a separate study when patterns emerged to suggest a difference in how local and metropolitan dailies were approaching the Virginia election campaign. Separating the analysis of community newspapers from the larger study allowed the researcher to (1) place more emphasis on the differences between community and metropolitan dailies and (2) determine whether a larger study of community journalism and third-party candidates is warranted. A summary of the larger study’s results is reported later in this article to place the analysis of community journalism in its proper context.

LITERATURE REVIEW

Because most voters have little or no direct contact with political candidates, the news media play a vital role in bringing the world of politics to the electorate (Iyengar & Kinder, 1987; Lippmann, 1965; Patterson, 1980). However, while news organizations like to think of themselves as objective conveyers of information, scholarship shows the mass media is often an active participant in the political process. For example, the press legitimizes established political institutions (Blumler, 1978; Graber 1997) and shapes the image of candidates through the use of news frames (Davis, 1994; Jamieson & Waldman, 2003; Joslyn, 1984; Patterson, 1980 and 1994; Zaller & Hunt, 1994). The news media also play a pivotal role in setting the nation’s political agenda (McCombs, 2004; McCombs & Shaw, 1972). One way they do this is by telling voters which candidates they should consider and which candidates can be ignored (Davis, 1994; Funkhouser, 1973; Graber, 1997; Iyengar & Kinder, 1987; Joslyn, 1984; McCombs, 2004; McLeod et. al., 1974; Patterson, 1980 and 1994; Shaw & McCombs, 1977; Weaver et. al., 1981; Winter, 1981). Entman (2007) pointed out that the news frames employed by journalists can “promote a particular interpretation” of an event (p. 164), while Ramsden (1996) said reporters are instrumental in telling the public “which policy issues to use as criteria to evaluate the candidates” (p. 66). These findings are backed by other studies that show how the news media – using a process known as priming – can determine (1) the parameters around which campaign issues are debated and (2) which candidates are likely to win an election (Callaghan & Schnell, 2001; Entman, 1993; Golan & Wanta, 2001; Iyengar, 1987 and 1991; Iyengar & Kinder, 1987; Kim et. al., 2002; Kiousis et. al., 1999; McCombs, 2005; Min, 2003; Scheufele & Tewksbury, 2007; Son & Weaver, 2005; and Weaver, 2007).

This last point is particularly true when it comes to third-party political candidates. Scholarship over the past 50 years has shown that independent and minor-party presidential contenders receive significantly less news coverage than Democrats and Republicans (Joslyn, 1984; Sifry, 2003; Stempel, 1969; Stempel & Windhauser, 1984; Zaller & Hunt, 1994; Zaller, 1999). In 1980, for example, the leading newspapers and news magazines gave Republican Ronald Reagan and President Jimmy Carter 10 times more coverage than all 11 third-party and independent candidates combined (Rosenstone et. al., 1996). In addition, events held by Carter and Reagan were 50 percent more likely to generate press coverage than events held by the most popular independent candidate, John Anderson (Stovall, 1985). Even Ross Perot, who received nearly 20 percent of the national vote as an independent for president in 1992, was only able to attract media attention because he had millions of dollars in personal wealth to spend on his election efforts (Gold, 1995; Rosenstone et. al., 1996).

Zaller (1999) has argued that these coverage patterns make it difficult for third-party candidates to win. He said that while “media coverage could … reflect reporters’ anticipation of election results,” it is also possible that the coverage helps determine those results (p. 103). McLeod and Hertog (1992) pointed out that voters might be less likely to vote for a candidate who – according to the news media – has little chance of winning. Joslyn (1984) noted, “A candidate who is ignored will have a difficult time producing the voter awareness necessary for electoral success” (p. 12). Third-party candidates face similar challenges at the state level, with one study showing that third-party gubernatorial contenders during the 2002 campaigns in California, Oregon, Wisconsin, and Maine appeared in fewer stories, headlines, and lead paragraphs than their major-party counterparts (Kirch, 2013).

Scholars have posited several reasons why news organizations ignore third-party candidates. Zaller (1999) concluded that reporters will not cover minor candidates because they do not believe voters want to know about political contenders who have little chance of winning an election. Zaller found that reporters risk their credibility with the public and their professional standings with their colleagues if they consistently boost weak candidates who eventually fade from the political scene. Others have pointed out that third-party candidates receive less coverage because campaigns are covered like horse races in which only the leading candidates get attention from the news media (Adams, 1984; Atkin & Gaudino, 1984; Harmon, 2000; Patterson, 1994; Robinson & Sheehan, 1980).

Pirth (2004) found that third-party candidates receive less coverage than their major-party competitors because they do not have compelling stories that intrigue reporters. Others have shown that mainstream news organizations are ideologically predisposed to accept the two-party system as natural to American politics and don’t even think to cover third-party candidates (Altschull, 1995; Gitlin, 1980; Hall, 1977; Kirch, 2015; Rachlin, 1988; Tuchman, 1978). Minor-party contenders are also ignored because they often are not qualified for the offices they seek (Collet, 1996; Rosenstone et. al., 1996), they represent small constituencies that generate little interest among the general population (Abramson et. al., 2000), they fail to build long-lasting coalitions that can seriously challenge the Democrats and Republicans (Berggren, 2005), and they run in a system that has traditionally and legally favored only two major parties (Dwyre & Kolodny, 1997; Lowi, 1999).

All but one of the studies cited here have examined press coverage of third-party candidates at the presidential level – and all of these studies focus on major news outlets like the national television networks or large metropolitan newspapers.[1] What has been left unexplored is how community newspapers cover third-party candidates at the state level, particularly for governor. This is significant because community newspapers account for most of the news media in the United States (Hatcher & Reader, 2012; Lauterer, 2006; Reader 2015). For example, Miller et. al. (2012) reported that a majority of American adults believe that local news is important and use the community newspaper as their main source for local information. The National Newspaper Association (2010) has estimated that 150 million Americans read a community newspaper each week. In its 2013 readership study, the NNA (2014) reported that 67 percent of U.S. residents regularly read a daily or weekly community newspaper while 94 percent of survey respondents said their community paper was informative. The Pew Research Project reported that 72 percent of American adults “are quite attached to following local news and information, and local newspapers are by far the source they rely on for much of the local information they need” (quoted in Reichman et. al., 2015).

Gubernatorial races are worth exploring because minor-party candidates have had more success at the state level than they have had running for president (Lem & Dowling, 2006). While no candidate from a minor party has occupied the White House, independent and third-party contenders won 13 gubernatorial elections in the 20^th century, including such notables as Lowell Weicker of Connecticut in 1990, Angus King of Maine in 1994, and Jesse Ventura of Minnesota in 1998 (Gillespie, 1993; Gold, 2002; Reiter & Walsh, 1995). More recently, third parties have organized serious challenges for governor in Arizona, California, Connecticut, Hawaii, Maine, New Mexico, New York, Oklahoma, Oregon, South Carolina, Wisconsin, and Virginia over the past 16 years (Ballotpedia, 2016; Gillespie, 2013; Jacobson, 2014; Kirch, 2008; Kirch, 2016).

Determining what constitutes a “community newspaper” can be difficult. Early scholarship on the subject defined community journalism simply as weekly newspapers in small towns or urban neighborhoods that focused on local news (Byerly, 1961; Edelstein & Larsen, 1960; Janowitz, 1967; Rogers, 1942; Vidich & Bensman, 1958). More recently, the National Newspaper Association (2016) has defined community newspapers as publications committed to covering all aspects of a specific community, whether it is a geographic place or a political, social, racial, or religious group (see also Stamm & Fortini-Campbell, 1983). Others have defined community newspapers in terms of circulation. The newspaper association’s annual readership survey focuses on people who read newspapers with circulations of 15,000 or less (see 2014 report) while Lauterer (2006) described community newspapers as weekly or daily publications with circulations under 50,000.

Of all the definitions, though, the one consistent aspect that has been mentioned since at least the 1950s is the community newspaper’s propensity to stress local news at all costs. Quoting the late CBS newsman Charles Kuralt, Lauterer (2006) said that community newspapers are “relentlessly local,” adding that they are “the heartbeat of American journalism” and “journalism in its natural state” (p. 2-3). Studies show that local newspapers, whether they are in small towns or big city neighborhoods, help connect people and maintain a sense of community (Edelstein & Larsen, 1960; Lauterer, 2006; Terry, 2011; Yamamoto, 2011). Lowrey et. al. (2008) describe community journalism as “intimate, caring, and personal” (p. 276), adding that local newspapers tell the running stories of their communities while holding local institutions accountable to those communities. Local journalists, Glascock (2004) said, “become more involved in a community’s affairs” and “become more active in finding solutions to community problems” (p. 30-31). Other scholarship has found that community newspapers contribute to social cohesion and lead to greater community involvement among readers (Finnegan & Viswanath, 1988; Jeffres et. al., 2007); act as watchdogs of local government (Jeffres et. al., 1999); emphasize consensus over internal community conflict (Janowitz, 1967; Olien et. al., 1968); provide more issue-oriented campaign coverage than larger newspapers, which tend to focus on the horse race (Shaker, 2011); and stress community leadership (Gladney, 1990; Gronewold, 1999). At times, Hindman (1998) said, urban neighborhood newspapers become advocates of democracy, “giving power to the powerless” and providing a forum for voices that are often ignored in the mainstream press (p. 28). Byerly (1961), who was one of the first to coin the term community journalism, summed it up this way: “Community newspapers have something that city dailies lack – nearness to people” (p. 25).

Local newspapers also cover politics differently than national news outlets. In his study of the 1992 Democratic presidential primary season, Meyrowitz (1995) identified a difference between what he called “national journalistic logic” and “local journalistic logic.” His study analyzed news coverage of Democratic presidential candidate Larry Agran, the former mayor of Irvine, California, who failed to get on the media’s agenda even though he was outpolling more well-known Democrats in the days leading up to the 1992 New Hampshire primary. In interviews with reporters, Meyrowitz found that national news organizations look for reasons to exclude candidates from coverage because they do not have the resources to cover everyone. National editors and reporters, Meyrowitz concluded, take their cues on who to ignore from party professionals and by examining each candidates’ financial resources to determine who has a serious chance of winning the horse race.

Unlike reporters at large news organizations, Meyrowitz said, local reporters are much more likely to write about all of the candidates in a race in an attempt to broaden the public debate. He said local news organizations also face financial constraints that limit the number of stories they can dedicate to each candidate, but he said local journalists cover campaigns “through the filter of ‘community events’” and determine which candidates to cover based on “the local public’s reaction to candidates” as well as the insights of local politicians and academic experts (Meyrowitz, 1995, p. 51). While national journalistic logic focuses on the horse race, he said, local journalistic logic is moved by the strength of a candidate’s ideas and whether that candidate is campaigning in the newspaper’s circulation area.

This is not to suggest that community newspapers are perfect. Byerly (1961) himself said that the connection local newspapers have toward their communities is a source of great strength as well as their great weakness. They have been criticized for acting as promoters of their towns rather than as honest brokers of information. They have been called “the backyard junkheap of American journalism” (Lacy et. al., 1989, p. 39), “chroniclers of local minutia” (Morton, 1990, p. 57), and institutions that avoid the uncomfortable position of reporting conflict that might alienate their readers. Donohue et. al. (1995), for example, demonstrated that community newspapers often protect local elites, acting as guard dogs of community leaders rather than watchdogs of government. In their study of how four Texas newspapers covered the U.S. Department of Energy’s 1984 decision to use a site in the state’s panhandle for a nuclear waste dump, Schweitzer and Smith (1991) found that small newspapers were more susceptible to community pressures and often reflected the sentiment of the community on major issues rather than challenging local leaders when they battle outside forces like the federal government.

The digital era has complicated the notion of community. As Hatcher and Reader (2012) pointed out in the inaugural issue of Community Journalism, “‘Community’ is no longer defined exclusively in terms of proximity or social homogeneity” and “journalism is no longer defined as the work of professionals delivering ‘the news’” (p. 2). Instead, the authors argue, community journalism is the study of how journalism both reflects and facilitates culture. In an age in which the media landscape is in upheaval, Hatcher and Reader say, individuals can belong to multiple “mediated communities” in which they share common interests and goals with people from all corners of the globe (p. 3). In addition to geographic location, the authors said, community can be built around ethnic groups, short term goals, or an affinity for certain people or concepts – all of which can be covered by journalists and community members themselves through blogs, social media, and other digital sources. Lowrey et. al. (2008) concur, arguing that community can be defined as shared meanings between individuals who have no geographic connection. They conceptualized community journalism as a process, saying “media should help reveal and make understandable the community structure by informing residents of facilities, spaces, and events and how to use them” (p. 289).

Stamm (1985) noted that communities can be viewed through two dimensions: territory and institutions. Individuals, he said, identify with both a physical place and the institutions that provide them with services, such as the government or a church. While local newspapers could help bring people together as part of one large community, Stamm (1985) said various subgroups use internal communication devices like newsletters to connect members together in a way that the mass media cannot.

But geography is not completely dead. Rosenberry (2015) analyzed the websites of Irish community newspapers and found that even in the digital era, the local press maintained strong coverage of local events, including sports, government, politics, community history, and local land development. The author concluded that local websites continue to fulfill the classic functions of community journalism by covering a geographic location and local institutions.

In a survey of online news readers in Arizona, Mersey (2009) found that citizens feel a stronger connection to their geographic community than they do to various online communities. Community newspapers, whether in print or digital format, are the main source for this local news, Mersey said. As the author put it: “Geography matters to citizens and to journalism… The challenge of local newspapers in light of dwindling circulation figures nationwide is to stay geographically relevant” (p. 357).

Given the importance of community newspapers in the media landscape and the dearth of scholarship on press coverage of third-party gubernatorial candidates, this study seeks to answer three research questions using the 2013 Virginia gubernatorial candidacy of Libertarian Robert Sarvis as its test case:

1. What percentage of their overall coverage did community newspapers provide to Libertarian Robert Sarvis’s 2013 gubernatorial campaign, and how did this compare to the percentage of coverage that large newspapers provided the Libertarian?
2. Did community newspapers provide equal coverage of Sarvis and his major-party opponents, or did they follow the well-documented pattern of giving Democrats and Republicans more coverage than third-party candidates?
3. What was the nature of the third-party coverage provided by community and metropolitan newspapers? In other words, how was Sarvis portrayed in the community and metropolitan press, and was there a difference between how different newspapers covered Sarvis’s issue positions?​

METHODOLOGY

The study is a content analysis of the 2013 Virginia gubernatorial election in which Democrat Terry McAuliffe defeated Republican Ken Cuccinelli and Libertarian Robert Sarvis. The analysis examined every staff-written article published about the campaign in the Washington Post(circulation 507,465) and 11 daily newspapers in Virginia between Sept. 4 and Nov. 6. The analysis included daily newspapers that published at least one staff-written article about the campaign in the fall. The state newspapers included The Virginian-Pilot of Norfolk (circulation, 145,785), Richmond Times Dispatch (110,732), The Roanoke Times (78,797), the Daily Press of Newport News (59,200), the Daily News-Record of Harrisonburg (26,887), The News & Advance of Lynchburg (26,300), The Daily Progress of Charlottesville (21,510), the Daily News Leader of Staunton (16,873), the Register & Bee of Danville (14,692), The Progress-Index of Petersburg (10,152), and The News Virginian of Waynesboro (6,015). The newspapers and their circulation figures were identified using the 91^stedition of the Editor & Publisher International Data Book for 2012. The amount of coverage varied depending on each newspaper’s size, with the Post publishing 107 staff written articles about the gubernatorial campaign and the Progress-Index printing one staff written piece.

Overall, 332 news stories were examined by three coders. The stories were published in daily newspapers from every region of Virginia and included publications from large metropolitan areas to rural communities. News stories were identified by conducting a Lexis-Nexis search using each candidate’s name and the terms “gubernatorial” and “governor.” Stories were coded on a variety of variables, including the newspaper that published the story, the date the story was published, and where the story appeared in the newspaper (front page, inside page, etc.). The study coded for whether a candidate appeared in a headline or lead paragraph, whether the story outlined each candidates’ issue positions, and whether the candidate or other sources were quoted in the story. The articles were also coded for adjectives that reporters used to describe each candidate, such as Democrat, Republican, Libertarian, conservative, liberal, underdog, spoiler, and others. An issue position was coded as “present” if it appeared in the same paragraph as the candidate and was clearly associated with that candidate’s policy proposals. The same coding scheme was used for adjectives. To make the data more manageable, the newspapers were categorized based on their circulation. Because the Washington Post was five times larger than the largest Virginia newspaper, it was placed in a category by itself. The four state newspapers with circulations of 50,000 or greater were defined as “large regional newspapers” while publications with less than 50,000 were labeled “community newspapers.” This definition of community newspaper comes from Lauterer (2006).

The three coders underwent a training session to familiarize them with the code book. In addition, two practice sessions were held before formal coding began to ensure that the coders agreed on how each variable was operationalized. Ten percent of the stories – or 35 articles – were analyzed by all three coders to test intercoder reliability using Krippendorff’s alpha. Results obtained an alpha of between .830 and .874 for the variables reported here. This is within the acceptable agreement rate described by Krippendorff (2004) for content analyses. One variable (whether a McAuliffe campaign official was quoted in the story) had an alpha of .791, which is considered less reliable. Several variables (such as whether McAuliffe, Cuccinelli, or Sarvis were mentioned in the story) had an alpha of 1.0. Variables with alpha’s below .791 were not included in this analysis because they were considered unreliable. The analysis did not include a comparison of where a candidate appeared in the newspaper (front page or inside page) because a Pearson chi test indicated no statistical significance in the results for this variable.

RESULTS OF PREVIOUS STUDY OF VIRGINIA’S 2013 GUBERNATORIAL CAMPAIGN

As mentioned earlier, this exploratory study on community newspapers and third-party candidates grew out of a larger content analysis that examined overall news coverage of the 2013 Virginia gubernatorial campaign. The larger study included a comparison of how Democrat Terry McAuliffe, Republican Ken Cuccinelli II, and Libertarian Robert Sarvis were portrayed in the Washington Post and the 11 Virginia dailies. The larger study used the same coders and variables as the analysis of community newspapers reported here.

The larger study found that McAuliffe and Cuccinelli appeared in more stories, headlines, and lead paragraphs than Sarvis. For example, McAuliffe appeared in 97.9 percent of the news stories in the study period, Cuccinelli appeared in 96.4 percent, and Sarvis appeared in 39.8 percent. More telling was the number of times each candidate was mentioned. Cuccinelli’s name appeared 3,047 times while McAuliffe’s name appeared 2,980 times, for an average of about nine mentions per candidate, per article. Sarvis’s name appeared 489 times, or less than two times per article. Put another way, Cuccinelli received 47 percent of all candidate name mentions in the coverage period, McAuliffe received 46 percent, and Sarvis .08 percent. The major-party candidates appeared in far more headlines and lead paragraphs than the Libertarian. McAuliffe’s name was used in 39.2 percent of the headlines and 48 percent of the leads; Cuccinelli’s name was used in 33.1 percent of the headlines and 48 percent of the leads; and Sarvis was mentioned in 4.5 percent of the headlines and in 5.4 percent of the leads. Sarvis and his campaign were far less likely to be quoted by the Virginia press than McAuliffe, Cuccinelli, and their respective campaign officials. For example, Cuccinelli was quoted in 22.9 percent of the stories, and his campaign officials were quoted in 24.4 percent; McAuliffe was quoted in 19.6 percent of the stories while his campaign officials were quoted in 23.8 percent; and Sarvis was quoted in 9 percent of the stories that were studied while officials from his campaign were quoted in 1.5 percent. There was no difference in the rate at which each candidate was quoted when they appeared in a story. For example, of all the stories in which Sarvis was mentioned, he was quoted in 22.7 percent of the cases. By comparison, Cuccinelli was quoted in 23.8 percent of the stories in which he was mentioned and McAuliffe was quoted in 20 percent (see Kirch, 2016 for full results).

RESULTS

Community newspapers gave Sarvis a higher percentage of their overall coverage than did the large regional newspapers and the Post (see Table 1). For example, the seven community newspapers combined published 32 staff-written articles about the 2013 Virginia gubernatorial campaign, with Sarvis being mentioned in 26 of them, or 81.3 percent of the articles. By contrast, Sarvis was mentioned in 23, or 21.5 percent, of the Washington Post articles and in 83, or 43 percent, of the large regional dailies. The comparison reached statistical significance, using Pearson’s chi square (p < .01). The same pattern emerged when calculating the total number of times each candidate was mentioned in each type of newspaper. The Post mentioned McAuliffe by name 2,980 times, for an average of 12.2 times per article. Cuccinelli was mentioned in the Post 3,047 times, or 12.4 times per article, and Sarvis was mentioned 125 times in the Post, or 1.16 times per article. In the regional newspapers, McAuliffe was mentioned 1,469 times, or 7.6 times per article, Cuccinelli was mentioned 1,498 times, or 7.7 times per article, and Sarvis was mentioned 268 times, or 1.4 times per article. The community newspapers mentioned McAuliffe 205 times, for an average of 6.4 times per article, Cuccinelli 212 times, or 6.6 times per article, and Sarvis 96 times, or 3 times per article. Put another way, Sarvis received 4.5 percent of all the candidate name mentions in the Post, 8.2 percent of the name mentions in the regional newspaper articles, and 18.7 percent of the name mentions in the community press.

TABLE 1: OVERALL COVERAGE PATTERNS OF ROBERT SARVIS BY NEWSPAPER TYPE

Newspaper Type	Percentage of stories Sarvis mentioned	Percentage of stories Sarvis mentioned in headline	Percentage of stories Sarvis mentioned in lead paragraph	Average number of times Sarvis mentioned per story
Washington Post	21.5%	2.8%	2.8%	1.16
Large Regional Dailies	43%	3.6%	5.2%	1.4
Community Newspapers	81.3%	15.6%	15.6%	3

Sarvis also appeared in a larger percentage of the headlines and lead paragraphs in the community newspapers than he did in the larger dailies. Sarvis was mentioned in a headline in 15.6 percent of the stories that appeared in the seven community newspapers, but only 2.8 percent of the stories that appeared in the Post and 3.6 percent that appeared in the large regional papers. A chi-square test result of p < .01 indicated statistical significance. The same was true with leads. Community newspapers mentioned Sarvis in the lead paragraph in 15.6 percent of the stories while he appeared in lead graphs in 2.8 percent of the Post stories and 5.2 percent of the large state papers. The results reached statistical significance with chi-square of p < .05.

There also appears to be a correlation between newspaper size and whether Sarvis was quoted in a news story (see Table 2). The Post quoted Sarvis in 3.7 percent of the stories, while large regionals quoted him in 10.4 percent and community newspapers in 18.8 percent. The chi-square of p < .05 reached statistical significance. By contrast, McAuliffe was quoted in 20.6 percent of the stories in the Post, 20.2 percent in the large regionals, and 12.5 percent in community newspapers; Cuccinelli was quoted in 18.7 percent of the Post stories, 24.9 percent of the large regional newspaper stories, and 25 percent of the community newspaper articles. However, the percentage of times each major-party candidate was quoted in the press did not reach statistical significance.

TABLE 2: HOW OFTEN EACH CANDIDATE WAS QUOTED IN NEWSPAPERS

Newspaper Type	Terry McAuliffe (D)	Ken Cuccinelli (R)	Robert Sarvis (L)
Washington Post	20.6%	18.7%	3.7%
Large Regional Dailies	20.2%	24.9%	10.4%
Community Newspapers	12.5%	25%	18.8%

Although community newspapers provided more coverage to Sarvis than did the large state papers and the Post, they followed a similar pattern of giving the major-party candidates more coverage than the Libertarian (see Table 3). While Sarvis appeared in 81.3 percent of the news articles in the community press, McAuliffe was mentioned in 90.6 percent of the stories, and Cuccinelli was mentioned in 93 percent. The numbers for McAuliffe were statistically significant (p < .01), but Cuccinelli’s were not (p < .657). Likewise, the Democrat and Republican appeared in a higher percentage of headlines and lead paragraphs than Sarvis in the community newspapers. While Sarvis was mentioned in 15.6 percent of the headlines and 15.6 percent of the leads in the community newspapers, McAuliffe was named in a headline in 25 percent of the stories that appeared in the community newspapers and 40.6 percent of the lead paragraphs. Cuccinelli was mentioned in a headline in 28.1 percent of the stories and in the lead in 40.1 percent. However, the numbers for the major-party candidates did not reach statistical significance. Although community newspapers mentioned Sarvis more times per article than the regional newspapers and the Post, the major-party candidates still received twice as many name mentions per article in community newspapers as Sarvis.

TABLE 3: COMMUNITY NEWSPAPER COVERAGE OF ALL THREE GUBERNATORIAL CANDIDATES

Candidate	Percentage of stories candidate is mentioned	Percentage of headlines each candidate appears	Percentage of lead paragraphs each candidate appears	Average number of times each candidate is  mentioned per story
Terry McAuliffe (D)	90.6%	25%	40.6%	6.4
Ken Cuccinelli (R)	93%	28.1%	40.1%	6.6
Robert Sarvis (L)	81.3%	15.6%	15.6%	3

Newspapers at all levels avoided adjectives to describe Sarvis in the articles in which he appeared. In almost every case, the Washington Post and the 11 Virginia dailies used only Sarvis’ party label as the adjective to describe him. The Post referred to Sarvis as an unknown candidate in 17.4 percent of the stories in which the Libertarian was mentioned, while the large regionals used this adjective in 1.2 percent of the cases. Community newspapers never referred to Sarvis as unknown. The variable reached statistical significance at p < .01. None of the other adjective variables that were tested – ideology, spoiler, protest vote, occupation, leading candidate, underdog, wild card, long shot, populist, college graduate, or political novice – reached statistical significance. Community newspapers devoted a higher percentage of their coverage to Sarvis’ issue positions than did the large dailies. According to the findings, Sarvis’ issue positions appeared in 12.5 percent of the stories that appeared in the community press but only 8.3 percent of the state dailies and 3.7 percent in the Post. This measure did not reach statistical significance, however, with a chi-square test result of p < .166.

CONCLUSION

This exploratory study provides some preliminary insight into how community newspapers approach campaigns involving third-party gubernatorial candidates. Specifically, the results suggest that small, local newspapers are more open to covering nontraditional candidates than their metropolitan cousins. RQ1 asked how much coverage community newspapers provided to Sarvis compared to the Washington Post and the four large regional dailies in Virginia. As the study noted, Sarvis appeared in a higher percentage of the stories that were published in newspapers with circulations under 50,000 than in the state’s larger newspapers and the Post. The Libertarian appeared in a higher percentage of the headlines and lead paragraphs in the community press than he did in the five larger newspapers, and he was quoted in a higher percentage of news stories that appeared in the community press than he was in articles published in the larger newspapers. RQ2 asked whether community newspapers provided equal coverage to Sarvis and his major-party opponents. The study suggests that while community newspapers paid more attention to Sarvis than larger publications, the smaller news organizations still wrote more articles about the Democrat and Republican than about the Libertarian.

Finally, RQ3 was designed to examine the nature of the coverage Sarvis received in community newspapers versus metropolitan dailies, focusing on how well the news media reported on the Libertarian’s issue positions as well as the adjectives that were used to describe him. As the results suggest, community newspapers focused more on Sarvis’ position on issues, such as taxes, gun control, and others, than the larger dailies. None of the newspapers analyzed used adjectives other than Sarvis’ party label to define him, although the Post referred to Sarvis as an unknown candidate in a higher percentage of stories than did the regional and community newspapers.

There could be several reasons why community newspapers provided a higher percentage of their coverage to Sarvis than the larger newspapers. First, community newspapers may be more responsive to community needs given that editors and reporters are closer to their readers and understand what their audience wants. This is consistent with Meyrowitz’s (1995) conclusion that community newspapers cover election campaigns under a concept he dubbed “local journalistic logic” in which reporters take their cues about which candidates to cover from local political leaders as well as the voters in their communities. Second, because they are “relentlessly local” (Lauterer, 2006), community newspapers may be more willing to cover a third-party candidate when he or she comes to town because it means more for their communities than it does for larger cities. This conclusion ties back to some of the hallmarks of community journalism, particularly its tendency to chronicle the history of a community (Lowrey et. al., 2008) and stress its nearness to people (Byerly, 1961). Third, the unassuming Sarvis may have attracted more attention from community newspapers because they are more consensus-driven in that they want to include all voices in the political debate. Meyrowitz (1995) came to a similar conclusion in his study of the 1992 Democratic presidential primary while Finnegan and Viswanath (1988) and Jeffres et. al. (2007) have said that community newspapers help drive social cohesion.

Finally, community newspapers may have devoted more space to Sarvis – or any candidate for governor who came to their community – because it is the one chance local reporters get to cover the gubernatorial race. Unlike the larger dailies, journalists at community newspapers are not on the campaign trail every day. If they have any ambition to cover big-time politics, local reporters would likely jump at the chance to cover a visiting politician for statewide office. This would allow local reporters to expand their portfolios as they try to advance their careers by pursuing jobs at larger news organizations.

Although preliminary, these results have ramifications for third-party candidates and journalists. Given that community newspapers are more prone to covering minor-party contenders, gubernatorial candidates from smaller parties should target newspapers in small towns as part of their campaigns. The study suggests that it would behoove third-party candidates to create media strategies in which they hold events in geographic locations that are covered by community newspapers, develop relationships with small-town reporters and editors, grant regular interviews with local reporters at small newspapers, and highlight policy proposals that impact specific communities that are served by community media. The study should also be a wakeup call for reporters at large newspapers that they are not serving the electorate’s needs by ignoring serious third-party candidates, especially in races like Virginia in 2013 when the public was looking for an alternative voice to the two unpopular major-party contenders. Reporters should recognize that by ignoring minor-party candidates they are limiting rather than expanding political discourse and helping the Democrats and Republicans maintain their control on power.

The study is limited, though. In all, only 32 staff written articles appeared in Virginia’s community newspapers during the 2013 gubernatorial election. While the results suggest a difference in how small and large newspapers cover minor parties, the sample is too small to form any conclusive judgments. Further research should include a much larger sample of community newspaper coverage by examining how local publications in several other states covered serious third-party gubernatorial contenders. These studies should examine the frequency in which a third-party candidate appears in stories, headlines, and lead graphs as well as how often minor-party contenders are quoted in stories. Of particular interest would be to examine whether a community newspaper’s propensity to cover issues rather than poll numbers (see Shaker, 2011) plays any part in why third-party candidates receive more coverage in these publications. In other words, if large newspapers ignore third-party candidates because they operate under a horse-race paradigm in which only the likely winners are deemed newsworthy, do third-party candidates become inherently more newsworthy when the contest element is removed and news coverage is focused more on educating voters about the issue positions of the candidates? This question is relevant in the context of community newspapers because smaller publications typically do not have the resources to conduct their own polls and have to find other ways to cover campaigns beyond just the horse race. In addition, a quantitative survey of reporters at different sized newspapers might also be conducted to identify any attitude differences between journalists at large and small newspapers toward minor parties. Such a survey could build on the “local journalistic logic” concept developed by Meyrowitz (1995) and expand his thesis beyond minor candidates within a major political party by viewing it through the context of third-party challengers.

The goal of this preliminary analysis was to determine whether enough evidence exists to justify a larger study in how community newspapers cover third-party gubernatorial candidates. The answer is yes. The current study is a first step in understanding the differences between metropolitan dailies and local newspapers when it comes to covering dissent. It is the first study to indicate that community newspapers may be more open to third-party challenges than their larger metropolitan cousins. The study sheds light on the specific missions of different sized newspapers, and it opens to door to a potentially new avenue of scholarship.

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[1] The one study that did examine minor-party coverage at the gubernatorial level used large daily newspapers as the unit of analysis (Kirch, 2013).

About the Author

Dr. John F. Kirch is an assistant professor of journalism and new media at Towson University.

 

Candace R. Nelson, Bob Britten and Jessica Troilo

As women across West Virginia continue to ascend the editorial ranks of the state’s newspapers at an increasing rate, it’s valuable to study how they obtained their positions and what role culture – Appalachian, newsroom, and others – has played in the process. Ten women in high editorial positions at West Virginia newspapers were interviewed, and their experiences were analyzed using grounded theory. A sense of community was the unifying concept, and they identified insider/outsider barriers, community boosts and complications, and reciprocity as the main factors comprising it, with their sex playing a lesser but still notable role.

Newspapers in Appalachia, specifically West Virginia, tend to lag behind the national average in terms of advancement due to shortcomings in technology, manpower and resources (Partridge, Betz, & Lobao, 2012). In terms of employing women in editorial positions at those newspapers, however, West Virginia is on par with the rest of the country with about 30 percent of the total editors being women (American Society of Newspaper Editors, 2012). This often overlooked, understudied group of people can provide a glimpse into the world of Appalachia and a better understanding of its culture, specifically the women of West Virginia. Moreover, this research contributes to the understanding of community journalism as a whole. With the odds being against women rising in the newsroom ranks and a culture known for being humble and refraining from bragging about success, how do women who did, in fact, obtain a powerful position view their own career paths?

Roles are constantly changing within journalism, and women are making more progress, albeit slowly (Enda, 2002). Women are beginning to make more important decisions within the industry, and it has been shown that women present the same news judgment as men (Craft & Wanta, 2004). The media industry has been slow to accept women as leaders, yet women continue to make strides within journalism (Enda, 2002). This increase of women rising to the top of the news industry warrants attention from media professionals, as well as others, to examine how women view themselves, especially within rural areas.

This research will examine how Appalachian women view their careers in journalism in the context of culture. How do women, who reach a position that few women across the United States hold (American Society of Newspaper Editors, 2012), believe they reached that role? What, if anything, do they believe helped lead to that position in terms of outside factors? And what elements of Appalachian culture do they perceive as contributing to that line of thinking concerning career paths?  All of these elements will help contribute to the overall understanding of women in media, specifically within West Virginia, and contribute to literature looking at the culture of West Virginia and community journalism overall. Because gender issues and regional culture play a vital role in community journalism, this research contributes to the understanding of rural journalists in community publications.

Women in Editorial Roles

Journalism in the United States has been dominated by men (Lewis, 2008), though the numbers are slowly changing. Most top editors at major newspapers are men (Reed, 2002); in 2012, slow progress has been made; 37 percent of all reporters and 34 percent of newsroom supervisors were women (American Society of Newspaper Editors, 2012). Major online news sources remain male-dominated, and women are missing from the most senior rank of editor-in-chief or executive editors (Creedon, 2007). Many newsrooms still exhibit patriarchal cultures, which alienate women (Elmore, 2007). Characteristics include low priority for “women’s” issues coverage, leaving women out of decision-making positions, and few accommodations for women with family responsibilities (Ross, 2001). In the past, nearly 40 percent of female journalists perceived sex-based discrimination in their own careers (Walsh-Childers & Chance, 1996). Women lead newsrooms in much the same ways as men and treat both male and female reporters similarly (Craft & Wanta, 2004), yet the proportion of female editors in newsrooms lags severely. The lack of significant change for women in media has become a roadblock (Armstrong, 2014).

The roots of this culture trace to the earliest days of women in journalism. Many male editors of the 1900s believed the woman’s place was in the home, often assigning them to domestic topics such as fashion and food (Lewis, 2008). They were often not allowed to cover crime beats because these were assumed to be too shocking or frightening (Goward, 2006), and women made up a minority of sports reporters. This trend persists to this day (Kian & Hardin, 2009).

When women are consistently put on low-priority beats, their chances for advancing to positions that require oversight of hard news is limited (Beasley & Gibbons, 1993). Studies of news content have showed that women are trivialized when compared to their male counterparts (Armstrong, 2014). Women tend to support family-friendly policies, openness, teamwork and communication (Everbach, 2006) in newsrooms. Women say they encourage participation and share power (Rosener, 1990). But the women in high-level positions tend to show the same type of leadership behavior as men, which some scholars argue shows journalistic values coincide with typically masculine ones (De Bruin, 2000). Thus women who take on traits such as being aggressive, coercive and tough tend to get ahead (Mills, 1988; Toegel & Barsoux, 2012). “It could be the case that only women who exhibit the same sorts of leadership styles and behaviors as male leaders make it through” (Riggio, 2010). The result is a culture that systematically prevents many women from advancing to top editorial positions.

While it has become more common to see women entering journalism, it remains infrequent to see them rise to the top. Published announcements of female reporter hires, for example, are rarely treated as notable, yet when a woman has become the editor-in-chief of a large market newspaper, her sex is often still treated as newsworthy (Enda, 2002). While women are increasingly common in city editor, news editor or section editor positions, men remain more common at the upper managerial level (Lee & Man, 2009).

News media, however, have been slow to report on their own profession’s gender gap, and as female journalists attempt to fit in, they have helped to perpetuate the trend (Goward, 2006). For example, some have felt the need to keep silent about any sexual harassment in the workplace rather than risk harm to how they are perceived in the male-dominated newsroom.  Although the numbers of women reaching editorial positions has not made recent significant gains, however, some women do rise to those top roles (Enda, 2002). This study’s focus on such women in small rural publications is intended to investigate one smaller, less noticed, part of the current landscape.

Small-town Newspapers

Small, local newspapers tend to focus on local news, in contrast to their large counterparts, which tend to cover metro areas and national and international news. Many of the journalistic values famously identified by Herbert Gans (1980) are on clear display in the small-town press, especially ethnocentrism (emphasizing the values of the region) and small-town pastoralism – many newspapers in these areas place an emphasis on the average American (Garfrerick, 2010). When the United States newspaper industry began to suffer significant blows in the 21st century, due in significant part to online competition and to the recession, community newspapers fared better than the larger, city-based dailies (Cross, Bissett & Arrowsmith, 2011).

Research on newspapers in rural areas is sparse (Smith & Wiltse, 2005). Small media organizations without competition have, in the past, been successful in terms of circulation and profit (Downie & Schudson, 2009).  In fact, about 70 percent of smaller daily newspapers continue to be more profitable than their larger cousins (Morton, 2009). Community-based, hyperlocal non-daily papers seem to be doing well in general because they are concerned with their civic responsibilities (Bradshaw, Foust, & Bernt, 2005). In West Virginia, there are currently 81 paid-circulation newspapers with a total market circulation of 656,815; 59 are non-daily newspapers, 12 of which have Sunday papers, and 22 are daily newspapers (West Virginia Press Association, 2012). Of these 81 newspapers, 28 (34%) have a woman in an upper editorial role.

With small staffs and few resources, editors at small papers typically do not have the opportunity to specialize in one particular area (Kirkpatrick, 2001). The community newspaper editor is hands-on in both journalistic practice and in administrative duties such as scheduling and payroll. Editors at community papers also must be involved with that community – attending bake sales, volunteering at baseball games and organizing food drives – engaging the local readers in person in order to best tell the stories no one else can cover (Bunch, 2008). Community newspapers are charged with providing information about local or regional events as well as social issues (Campbell, Smith & Siesmaa, 2011). Editors in these positions must be equipped to tell their audiences a range of stories under pressure because they are the only ones in the position to do so (Kirkpatrick, 2001).

Rural newspapers are characteristic of Appalachian culture. While research on Appalachian culture is limited (Tang, 2007), the region is generally understood be along the Appalachian Mountains, including the entire state of West Virginia and parts of Alabama, Georgia, Kentucky, Maryland, Mississippi, New York, North Carolina, Ohio, Pennsylvania, South Carolina, Tennessee and Virginia. Appalachian culture varies by definition from person to person (Clark, 2013), but conditions such as a high poverty rate, the collapse of both steel and mining industries, and a cherished cultural heritage are typically cited as its hallmarks (Lohmann, 1990).

RESEARCH QUESTIONS

The research will examine how top-level female newspaper editors in West Virginia perceive the influence of Appalachian culture on their career. Do they consider Appalachian culture a contributing factor? Because it is less common for women to hold top editorial positions (Lee & Man, 2009), such women are of particular interest. How the participants describe their careers places their attitudes in perspective. It is also relevant to examine whether they view education, experience, regionalism, or other attributes as significant factors.

RQ1: How do top female editors at West Virginia newspapers describe their paths to their current positions?

In addition to being a female editor in a field where they are not prevalent, the participants are also performing the job in a particular location: West Virginia. Some may see editing a newspaper in West Virginia as the pinnacle of success, others as a stepping stone; the position may be seen as earned, as fallen-into, or as something else. It is of note to study what influence West Virginia and Appalachian culture have in how the women view their career paths.

RQ2: How do top female editors at West Virginia newspapers address the role of their region’s culture in shaping their career paths?

METHOD

This research employed grounded theory, which aims to develop a theory from interview-generated data (Glaser & Strauss, 1967). Interviews with top-level female editors in West Virginia were conducted in order to develop a theory about how they describe their paths to their current positions and how Appalachian culture played a role. Grounded theory was selected to allow the female editors freedom to answer and to let those answers inform their own theory. The result of this method was the development of a theory that explains a social process, in this case, how the participants viewed their career paths and how Appalachian culture has played a role in them.

Sampling

Grounded theory uses two types of sampling: selective and theoretical (Draucker, Martsolf, Ross & Rusk, 2007). Both were used in this research. Selective sampling occurred first, as is consistent with grounded theory (Thompson, 1990). Participants who are able to share experiences relating to the topic (i.e., female editors who work in West Virginia) were identified and contacted. Next came theoretical sampling, which is the process of selecting individuals who vary within the intended topic so as to further refine the emerging theory (Glaser & Strauss, 1967).  This study sought interviews both from individuals who were originally natives of West Virginia as well as those who were not. Although we could have sampled women who occupied various levels of editorial responsibility, previous researchers have found that it is fairly common for women to reach lower-level editorial positions (e.g., Lee & Man, 2009), so this project focused on understanding the experiences of top female editors (a much smaller group).

Participants

Participants were drawn from current or former female editors at West Virginia newspapers in top decision-making roles, all of them either editor-in-chief or managing editor. Participants remained anonymous to help ensure honest, accurate data, as well as to focus on the patterns of behavior, rather than individual people. Ten participants were interviewed in all. Although this number may seem low, at the time of the study there were 23 women in West Virginia in such positions; as such the sample is 43% of the population, a healthy response rate. All participants were white and between the ages of 30 and 60. Although the lack of diversity may seem like a major limitation, white individuals make up more than 90% of the population in West Virginia (US Census, 2010).

Procedure

A series of open-ended interviews were conducted with each participant. Each lasted about an hour, and all were recorded, transcribed, and coded. Consistent with grounded theory methods, the constant comparative method of data collection and analysis was used (Glaser & Strauss, 1967). Constant comparative analysis is the process of collecting data and analyzing it simultaneously, as opposed to collecting all of the data and then analyzing it. As such, coding began after the first interview and guided interview questions in later interviews so that coding categories could be tested and the developing theory could be more fully identified.

Data analysis was performed on three different levels: open, axial, and selective. Open coding began after the first interview in order to help guide further data collection. At this stage, each sentence was coded. We looked for patterns to emerge and began to understand how participants’ experiences compared. Codes, such as hardworking and women’s issues (problems related to being a woman), emerged at this stage. Axial coding began after open coding. After the data was taken apart in open coding, axial coding involved reassembling the data according to the connections discovered between categories. For example, the insider/outsider category was created, which combined a number of smaller codes (i.e., barriers and integration). Selective coding was the final step in the data analysis. The purpose is to identify a main category that can explain the connections to each of the previously identified categories and codes. This main or primary category is the concept that unifies the study and is critical in theory creation.

RESULTS

This research revealed an interaction between two primary concepts: community and Appalachia. The first, community, is the keystone concept of how editors talk about themselves; Appalachia is related but more rooted in a specific sense of place. In the overlap of community and Appalachia, three supporting place characteristics emerged: boosts, challenges, and reciprocity. In addition, these female West Virginia editors saw their efforts to function as part of a community as strongly influenced by an insider/outsider effect that determined admission to place. This effect was described in terms of three areas: barriers, integration, and womanness.

Community and Appalachia

These two concepts worked in tandem: community as the broader idea, Appalachia as the sense of place specific to the region. The concept of community was not an exclusive one. Multiple communities existed for a given person, an observation that was particularly notable in discussion of the insider/outsider effect. The communities the editors described were defined by two main ideas: place functions and admission to place. Each is described below, but first, some discussion of Appalachia is necessary to understand the place in which these women function.

The women perceived Appalachia as inherently community-driven. When asked how they defined the region, they often did so in terms of the types of people (“friendly,” “willing to help”), the terrain (hills, natural) and debunking the stereotypes (uneducated, poor). Many believed that community was innately part of Appalachia, rather than acting as a separate concept. A recurring theme was that community exists in individuals, and discussions of Appalachia frequently shared this description. Community is what Appalachia does: “When I think of the [Appalachian] people, I think of people that are friendly, that will go out of their way to help certainly a neighbor in need or maybe even a stranger they’ve never met before” (Editor 2). According to this woman, the fact that West Virginians have had to rely on each other, in a state that has notoriously lacked technological advances to make communication with outsiders easier, has made community essential to the lives of West Virginians.

The other side of this, however, is that members of the Appalachian community may not be expected to ask for that relied-upon help. Editor 3, a West Virginia native, described her upbringing as an example of the traditions and behaviors that define Appalachia: “I grew up in a family that was very hardworking; a family of coal-miners. My mother was traditional … five kids, so she worked from sun up to sun down. That’s how you grew up. You didn’t call in sick for no reason; you didn’t take a day off.” In this community, work and endurance are expected; support is characteristic yet never requested. At the heart of the Appalachian community are three place functions: community boost, community complications, and reciprocity.

Community boost

This function describes the support one receives as part of the Appalachian community. Several of the editors described how their existing community roles helped them obtain their positions. Editor 5 is not from West Virginia, but “the fact that I had worked for a community newspaper in a metropolitan area [helped me get the job]. The [current newspaper and former newspaper] are very, very similar in their readership.” Demonstrating a solid place in her previous community allowed her editors to see that she was community-driven. When it came to advancing to an editorial position, she credited her community with helping: “People in the community I became associated with liked me and told my boss they liked me.”

This community boost can even overpower institutional decisions. In Editor 7’s case, when new management decided that she might not be the best person for the job, her community stood up for her. The people with whom she interacted on a daily basis weren’t the ones making the hiring decision, but because she had made such an impact on the community, they rallied to support her:

“This may sound like bragging but I know there were several people in the Community who told them – because I heard them with my own ears – ‘I don’t understand why you don’t make her editor … she knows how to do the job; she’s done it before.’ There were a few people who went to bat for me. That’s a nice thing about small towns.”

When these editors had a close connection with their communities, the communities vouched for them and encouraged their hiring or promotion.

Community complications

Community connections do not only serve as assets; these relationships and their expectations can create professional problems as well. One editor described the difficulty in balancing friendliness with objective journalism:

“They might think they deserve special treatment. Let something slide – ‘Don’t put me in the court news, I’m so and so.’ Well sorry. If I was in the court news, it would be in there. You can’t do that. I wrote my own traffic report one time about how I got into an accident [laughs].”

Another such complication is the perceived need to demonstrate authenticity. Despite her credentials as a lifelong resident, Editor 1 felt a need to make explicit her role as a local:

“When I was first editor of [the newspaper], the first week I wrote a column introducing myself. I talked about three steps to Kevin Bacon – three degrees of separation. … I wrote a column about that. Here’s who I am. Here is who my parents are, my siblings, any organizations. Now I challenge you to see how you can get connected to me in three steps. It was an instant way that [readers] could say ‘that’s so-and so’s sister in law, she can’t be that bad.’ ”

Even though she felt the need to demonstrate her role in the community explicitly, Editor 1 believed her relationships with the people in her community helped place her in a better position, more able to secure interviews and connect with people. It is true that any editor will benefit from such connections, but the implication of this and other examples is that in West Virginia, those who are not born into their connections may never truly earn them.

Regional longevity is also seen as valued in West Virginia. Editor 3 identified time as a factor in strengthening connections: “Three of our reporters have been here 20 years or more. People trust us; people talk to us.” That established role, she said, helped her achieve a potentially sensitive goal:

“We did a piece on coal towns. Did not have the best press from the outside previously. … We decided to focus one of our pride sections on that. A lot of older miners have passed on. We have found that people loved those days. So many told them had I not had family who grew up as coal miners … had I not understood it, they would not have been interviewed. They did not trust the media to portray it accurately. It does give the foot in the door sometimes. You have to maintain that trust.”

This example is instructive because, according to the editor, it is not her time spent as a local journalist that matters so much as her time as a resident. Once again, the revelation is not merely the common knowledge that a journalist’s time in a community will lead to stronger connections; it is her time spent there as a person, and even her family’s time, that determines her level of access. The implication is that in West Virginia, the community is treated as an entity that can reward or punish, and the credentials needed to appease it may transcend even one’s own lifetime.

Reciprocity

Many of the women editors noted that while community is vital to the newspaper, the newspaper is also an important part of the community. The two work in conjunction. In terms of reciprocity, the newspaper gave the community as much as, if not more than, the community gave the newspaper.

Reciprocity may exist at the group and individual level. Editor 10 described a series of fundraisers in which her newspaper helped raise tens of thousands of dollars in a weekend. The newspaper helps sponsor a number of events that give back to the community, enriching its position and standing. As for smaller interactions, Editor 7 said it is typical for community members to stop into the newsroom, sometimes with news tips but other times just to chat (or complain). It’s not always conducive to work, but she described it as a necessary part of the newspaper’s role in the community:

“We have a couple people who come in here to just chit chat. Sometimes, I’m sitting here looking at my watch thinking ‘man I have a lot to do.’ That’s all part of it. The open door policy is very important.”

Editor 7 stated that the smaller newspapers work hard to get the community the news it needs and wants:

“Community newspapers must do everything – can only get community news here. With the small town papers, the readers get something they can’t get anywhere else. And that’s reliable community news. Whether it’s the trial of the person or this business that you, or the gentleman up the road who grew a tomato that looks like a duck, it’s stuff that you can’t get on CNN.”

Whether it is informational or financial, the editors see the newspaper-community relationship as important. The newspaper aims to be part of the community and deliver necessary information, and the people in the community rely on the newspaper not only for information but for helping with local events. The relationship becomes a two-way street in which both are important to their respective communities. The sense of place within those communities, however, comes with certain guidelines for admission, and this is the realm of the insider/outsider effect.

Insider/Outsider Effect

Most of the editors presented an insider/outsider theme. In the geographic sense, insiders tended to be from West Virginia or the area they specifically cover. Outsiders were not and thus were typically not fully accepted into a community. If one is from West Virginia, the view was that one is accepted more readily by natives. Editors who are not from West Virginia felt the effects of being an outsider. This makes a community operational – being inclusive and exclusive – and helps define who is and who is not Appalachian. In addition to West Virginian status, the concept also includes those with differing values or (less-common) sex.

Barriers

Those who believed they were perceived as not West Virginian (even if they were) were often skeptical of that perception ever changing. Editor 5 said so frankly: “I will never be part of this community. I will always be an outsider. I haven’t been from around here.” She’s also seen her experiences mirrored in others.

“I have a friend who has since moved away. She’s lived here for a while. We kept trying to convince her to run for public office. She would say, ‘You know just as well as I do, just because I wasn’t born here, I don’t have a snowball’s chance.’ And she’s right.”

Editor 5 said she would never consider running for office for this same reason: “People respect me and like me, and respect what I do, but I’m not from around here. I’m not even from West Virginia.”

Geographic outsiders talked about what they perceived as the rules for being seen as part of the community. One of these is time-based: how long one has been part of the community. Editor 5, a non-native, said she’d once heard it said that a family needed to live in West Virginia for three generations to be accepted. “If I was from [a city in West Virginia] or some place like that, that would be OK. I would only have to be here for two generations [laughs].” Even living in some part of the state may have been beneficial to her to break down that insider/outsider theme that so many non-West Virginians find themselves experiencing. Editor 9, another non-native, also referred to a time-based standard, but she believed her time spent in the state may qualify her to be more West Virginian.

“I’ve been here for 20 years. I’m accepted, I think. And I think because we came in the way we did where we were connected to a family that had been here too, it helped us. But there definitely is a stigma against transplants.”

In essence, being from West Virginia – even if it is not the part in which the editor is working – is better than not being from West Virginia at all.

Integration

As the editors attempted to assimilate into their chosen communities, they tended to internalize what the community values in order to be in touch with its needs. Editor 6 described the successful transition of another (male) outsider editor at her former newspaper: “He came from a rural area, similar to West Virginia … but [had a] willingness to learn about West Virginia.” Being accepted by the community helps one to become an “insider,” and a visible desire to become an “insider” is necessary. Some editors noted that the community changed their own values as they adapted to what it wanted and needed from its local newspaper. Part of adapting to a new place is learning to value what the community values:

“[Working at this newspaper] made me think of news in a different way – what’s important to these people? They like their community parades, events, they love their town … [I] began to value what they value. The community changed my own values. I just realized I had to start looking at news differently; it was no longer about what seems the most – not newsworthy – everything in that town is newsworthy to those people – it was about what people cared about.” (Editor 6)

When editors become part of the community, they often remain because they enjoy that acceptance and those community values. Editor 10 was interested in staying in her community because after she came to the area and got involved, and she said she couldn’t see herself anywhere else. Editor 7 kept her office door open so that members of the community could stop in. Her genuine listening and care about her community’s thoughts encouraged more visits from the community, which led to trust and acceptance. “Once they saw that I cared about what they were saying, it changed some attitudes,” she said. “I want to know what they care about because that’s what I care about.”

By these accounts, visible presence and desire are necessary ingredients of community integration. It was important for them to become part of their communities and begin to value what those communities valued. In order to truly become part of the community, they needed to embody those traits that were valued; to become part of the community, they had to become the community.

Womanness

A final component of the insider/outsider concept is one distinct to these female editors: Being a woman in a traditionally male role. While the women did not actively frame their gender group as a community, they provided examples that showed its influence on their path. They tended to describe themselves as outsiders attempting to seek entry into a male community, which in and of itself shows the women as part of their own outsider community.

The women provided multiple examples where they believed they were treated differently (and less respectfully) by readers, colleagues, and superiors for being women. Editor 3 recounted an incident where a reader did not believe a woman had the final say at the newspaper:

“In my first year, I had a gentleman up here who was old-school, you know, who wanted to publish a religious announcement and wanted to publish it as a letter to the editor. I’m trying to tell him he has to write something if he wants it to be a letter to the editor. Finally, he says, ‘Why can’t I talk to the man?’ I just looked at him and said, ‘You are talking to the man.’”

Editor 7 had a more severe incident where she believes she essentially lost her job because she was a woman when a new boss came to town and didn’t see women as managerial leaders. Because Editor 7’s new boss did not even have a conversation with her before announcing to a male coworker that she would no longer have her job, Editor 7 reasoned that he was uncomfortable with having a woman in that role. He complimented the accolades and coverage the newspaper had been involved with, but in Editor 7’s eyes, noticing that a woman was in charge tainted his vision for the newspaper. Many of the women described similar accounts in which they felt they were being treated differently; in nearly all cases, they noted it was never explicitly stated that the treatment was due to the fact that they were women.

Outsiders need proof – be it time worked at the publication, being born in the right state, or respect from readers and coworkers – to cross barriers and become insiders. Female editors tended to think they needed an extra level of proof beyond those every West Virginia journalist has to endure. Many of the editors read between the lines to describe the sex-related issues they faced from coworkers. “I do think we do have some difficulties, especially in the workforce,” Editor 8 said. “In my experience, I have dealt with some [coworkers] that are hard to get along with and that don’t want to help. I don’t know if it is because I am a woman, but it seems that way sometimes.”

While some of the women were reluctant to address their sex in terms of their career, their responses show it has played a role in their experiences as editors. It seems as though the women have an unstated insecurity about their sex in a male-dominated work environment, one based on a presence they may not have concrete evidence of, yet perceive nonetheless. This sense is supported by its recurrence across interviews, but the non-explicit nature of the reported examples also suggests that many editors have developed a sense for such interactions. As much as their sex may affect some coworkers, it seems as though it also inhibits the editors themselves.

DISCUSSION

This study focused on the role of Appalachian culture in the career paths of top female editors in West Virginia. A main expectation, based on the traditionally male culture of American newsrooms and the low proportion of women in top positions, was that women would describe an outsider perspective based significantly on their sex. The insider/outsider effect was indeed described as significant, yet the role of sex played a distant second to that of membership in the Appalachian community. The sense of community they described was found in functions of community boosts, complications, and reciprocity. It was tempered by their various insider and outsider statuses, drawing from barriers, integration, and womanness. The result is a balance of places and roles the editors constantly returned to in their descriptions. Awareness of place and one’s admission to place defines the editors’ roles in their communities.

Working in an Appalachian Community

The women generally believed that living in a community that relies heavily on interpersonal relationships has benefited their careers. Although West Virginia, and much of Appalachia, tends to lag behind the national average in technological advancement (Partridge, Betz, & Lobao, 2012), the editors frequently characterized that lag as contributing to the sense of community found in Appalachia, bringing about a sense of closeness, dependence, and a need to work together. Essentially, the lack of assets was presented as an asset. Further, editors at smaller newspapers must be equipped to tell a range of stories on the local level because they are the only ones capable of doing so (Kirkpatrick, 2001). Editor 2 said that her small staff has to be well-versed in writing, social media, and advertising, and Editor 3 explained that with a handful of staff, it is necessary for each writer to produce as many as seven stories per day to fill the newspaper. Metropolitan newspapers do not take on community news, so the community relies on the newspaper as much as the newspaper relies on the community.

The emphasis on the average American is typical of community newspapers (Garfrerick, 2010), and one of Gans’ (1979) news values. This may not seem distinctive to Appalachia, but several editors described an emphasis on the average and regional that superseded other criteria of newsworthiness: Editor 6, for example, noted that zoning stories were so important in her community that they came before events that some would consider more important, such as a former president coming to town. Many of the editors placed themselves in that “average American” role as well, noting how their place in the community – whether regional, within the newspaper, or with other organizations – helped lead to their current positions. Previous research has suggested female editors need to be involved with the community, and although these women were not hosting bake sales, they attended community events and helped raise money to give back to their community. Regular demonstrations of averageness and belonging seem a necessary part of the women’s careers.

Weekly papers in much of Appalachia tend to serve less affluent and less educated communities (Cross, Bissett & Arrowsmith, 2011), characteristics that may be involved in the hesitancy to accept outsiders, both geographically and those who may be more affluent or educated than the typical community member. Their protection of what and whom they know helps determine admission into individual communities. The female editors have internalized many of the qualities necessary to bridge that insider-outsider gap and become part of their community. Community newspapers have to provide information on local and regional events as well as social issues and more (Campbell, Smith & Siesmaa, 2011). In order to be one with the community, the editors have internalized those values, often to the extent that whatever is important to the community becomes personally interesting to many of the editors.

Although many of the editors were hesitant to describe gender-related issues they experienced ascending the editorial ranks, the examples they did give illustrated issues Elmore (2007) discussed: when women serve in editorial roles, it is sometimes at the cost of respect in the newsroom. Editor 5, for example noted how new management had planned to dismiss her before even having a conversation with her, a decision she suspected was due to her sex (the new manager didn’t know much about her, the newspaper had been doing well, and her second-in-command, a man, assumed the position immediately). Ross (2001) found most newsrooms still tend to be patriarchal, with some women still perceiving sex-based bias against them, and Walsh-Childers and Chance (1996) found women were often passed over for promotions in favor of men who were equally or less qualified, relegating qualified female editors to lower-level positions. The women in this study were rarely definite in claiming substandard treatment due to their sex, but considering culture described in the literature, it is not difficult to understand why they might perceive discrimination.

Model

The following model describes the functions of and effects on community in Appalachian culture. Models are a necessary product of Grounded Theory and provide the method with explanatory power (Glaser & Strauss, 1967). Community’s overarching concept of a relationship among a group of people is embodied in two main concepts: place (Appalachia) functions and admission to place (the insider/outsider effect).

As part of Appalachia, the women made choices that influenced their role within the community. Based on their experiences, a strongly integrated community role might be expected to produce both greater assets (“community boost”) and greater drawbacks (“community complications”). The give-and-take relationship of newspaper and community (“reciprocity”) attempts to balance these two functions. Where the above concepts describe what a community is and does, the insider/outsider effect deals with individuals: Who is and is not part of that community, how one can become a part, and what stands in one’s way.

Through a “route to citizenship” of Appalachia, the model (Figure 1) illustrates the interaction of specific community variables. The women are a particular group that stands at the intersection of community and Appalachia. From this intersection flow the functions of community boost and community complications; the two are linked through the reciprocity function. The insider/outsider effect acts upon the women, who in addition to regional outsider factors, must deal with the additional outsider status of being a woman in top editorial roles traditionally filled by men. These and other barriers stand on the integration arrow, the “road to citizenship” for a given community, and are enforced by the insiders of that community. They may be surmounted via bonds, relationships, and longevity. Integration, in turn, determines the boosts and complications they may experience. The relationship is therefore a circular one: Once one becomes an insider, one becomes a part of Appalachia with a role and an expected reciprocity.

FIGURE 1: A PROPOSED MODEL OF COMMUNITY FUNCTIONS AND ADMISSION.

This particular model is distinct to Appalachia because it specifically characterizes concepts related to this particular region by way of admission standards related to the culture. For example, specific barriers to an Appalachian community include not originating in the specific area in which one works; the same may not be true (or as significant) elsewhere. With adjustments based on similar interviews, however, the model could be expanded to other groups.

The model can explain community’s vital part in rural journalism. With community being the central focal point, areas of place and admission help explain its standards. The model can break down these factors’ roles in the community newsroom, and whether they are overall beneficial or detrimental. The reciprocal relationship requires one to understand a place to cross the insider/outsider barrier at which point one becomes a part of that place with new roles and responsibilities.

CONCLUSION

Although the women in this study vary by their involvement in various communities, they all share that certain relationships have played a role in both the Appalachian culture as well as their career paths as editors in West Virginia. The relationships the women have encountered within the culture have helped them achieve their current positions. The strong ties of community within Appalachia helped shape their values and inclusion within the culture.

Some limitations were involved in this research. Sex did not seem to enter into the equation often, whether because it was not relevant or because of a reluctance to speak on the subject. Other limitations are the focus on small, community newspapers: Women working near larger West Virginia cities may have significantly different experiences. The results are not intended to be generalized to West Virginia or Appalachia, but they do describe the experiences of the women who work there and attempt to understand them as a group. With the infrequent references to the role of sex, future work might compare interviews with men in the state to give a more comprehensive view of the Appalachian journalist’s experience. Further study of why women may choose not to speak about their sex when viewing their career paths may be of interest to future research, which might also consider whether men choose to speak about their sex when describing their career paths. Further research might also be replicated with other underrepresented women in journalism.

The model is a blueprint for how relationships function in community journalism. It is beneficial to see how any community – physical, interest or relationship – functions and accepts members. It can be applied to various situations: workplace environments, interest groups, family dynamics and more. Any community that has relationship inner-workings can look to the model to apply individual characteristics and see how the community functions and accepts new members.

Discovering how female editors in Appalachia see themselves has been unexplored territory. In general, this segment of the population is not studied as often as others, perhaps in part due to that insider/outsider effect. Becoming aware of what role the women see their culture playing in their career paths can help explain both Appalachia and the distinctive strengths and challenges of community journalism.

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About the Authors

Candace R. Nelson is a graduate student at the Reed College of Media, West Virginia University.

Dr. Bob Britten is an assistant professor at the Reed College of Media, West Virginia University.

Dr. Jessica Troilo is an assistant professor of child development and family studies in the Department of Technology, Learning, and Culture at West Virginia University.

 

Patrick Ferrucci

This ethnographic study examines the effect leadership can have on newsroom culture and, ultimately, how news is produced. Lowery and Gade (2011) argued that the future of community journalism will happen online, and Kaye and Quinn (2010) noted that the Internet allows for different funding models of journalism. Together, this means online community journalism will take many different forms over the next decade. This study examines one popular form of community journalism: the digitally native news nonprofit. The study illustrates that when a journalist, and not a business executive or executives, controls the entire news operation, the community journalism organization focuses on quality journalism more than profits.

The journalism industry and community journalism specifically currently face a time of change, with comprehensive transformations affecting how news is produced and what it looks like when consumed (Lowrey & Gade, 2011). These changes have made scholarly arguments concerning the future of journalism more contested and relevant than ever before (Christians, Glasser, McQuail, Nordenstreng, & White, 2009). Economics and technology have allowed for more journalistic competition and contributed to numerous new market models for news production (Bruns, 2005; Kaye & Quinn, 2010).

As the news industry continues to change, more work that examines how news is produced at these new models of journalism is vitally needed (Singer, 2008). Kaye and Quinn (2010) argued that the Internet allows for more community journalism, as the rise in the availability of the Web makes it easier for journalists to reach people and far cheaper for journalists to start their own online-only publications.

While corporations traditionally own most legacy media outlets including newspapers and television stations, the Internet makes it far easier for anybody to own a journalistic publication, providing more opportunities for journalists to simply start their own news organization (Lowrey & Gade, 2011). This can become a reality for community journalists, both reporters and editors, once they find an appropriate funding model (Kaye & Quinn, 2010). One such community journalism funding model gaining in popularity is the digitally native news nonprofit (Nee, 2013), a Web-only model funded through a combination of grants and donations.

This study examines one such digitally native news nonprofit. It uses ethnography to ask the question of how leadership affects organizational culture and, ultimately, how a community journalism organization produces news. As more and more community journalism sites join the news ecology, it is becoming more obvious that the future of community journalism lies online (Paterson & Domingo, 2008). In the decade ahead, various models with different cultures and values will appear online (Kaye & Quinn, 2010). Understanding how leadership affects the culture of an organization is vital to understanding how an organization will produce news.

Ethnography is the study of culture. The method originated in the field of anthropology, and researchers have employed it to study different cultures of people, usually from foreign lands (Bird, 2009). Singer (2008) argued that we could not truly understand a news organization without ethnography. This study examines the culture one such news organization, to understand how leadership affects its organizational culture.

LITERATURE REVIEW

News Organizations

Weeks and Galunic (2003) wrote that the goal of all organizations revolves around memes, which are units that carry cultural symbols, ideas and practices. They argued that organizations preserve, replicate and distribute cultural meanings.  Morgan (2006) asserted that organizations rely on a series or set of rules and norms that provide members with a formal structure. Leaders transfer these implicit and explicit rules from other organizations, but, over time, each organization will acquire its own set of practices (Schein, 2006). The main reason organizations develop this structure is to maximize their ability for economic gain (Argyris, 2004).

The commercialization of the press in the United States began during the middle part of the 19^thcentury (Baldasty, 1992). Private citizens and families began purchasing newspapers as for-profit enterprises throughout this moment in time. This began a shift away from political party-owned news organizations and toward the type of market models still prevalent today (Baldasty, 1992). Before this period, the main goal of a news organization revolved around spreading a particular ideology; this shift resulted in a strong focus toward profit (Bagdikian, 2004). Many owners of news organizations began treating newspapers as primarily a business (Baldasty, 1992).

News organizations focused equally on producing news and generating profits through advertising and circulation (Baker, 1994). In these early days of the commercial press, a distinct line evolved between the newsgathering and financial sides of the organization. For example, the work of the people in advertising became completely separate from the work of reporters and editors (Schudson, 2003). As time went on, a struggle between the business and editorial sides of newspapers arose, as ownership and management attempted to influence editorial independence. Baldasty (1992) wrote that “circulation managers defined a successful newspapers as one with high circulation and prompt delivery, and they saw the editor as a major obstacle to those goals” (p. 82). In the early-to-mid portion of the 20^th century, news organizations began explicitly discussing the “wall of separation” between the newsgathering and financial sides of the organization; it became routine to disconnect these parts of the organization to minimize influence (McManus, 1994).

This does not mean the wall eviscerates influence; in fact, studies have found that the wall is becoming more and more porous (Pompilio, 2009). An economic downturn over the last two decades forced news organizations to adopt new strategies to sell more products and attract more readers and viewers (Kaye & Quinn, 2010). Weaver, Beam, Brownlee, Voakes, and Wilhoit (2007) found that journalists believe economics continue softening the wall of separation. Another survey found journalists now view business pressures as the principal threat to journalism (Journalism, 2008).  And these business pressures are typically transferred to journalists through leadership, specifically leaders not normally involved in news decisions but rather business ones (Kaye & Quinn, 2010). For the vast majority of the 20^th century and beyond, media organizations featured similar hierarchal models, with news department that answered to a business side. This subsequently set up a struggle between news and business interests (McManus, 1994). Currently, though, journalism faces its biggest paradigm shift since the introduction of the printing press (McChesney & Nichols, 2010), and each different publishing model that appears brings with it some new or altered norms and goals. These norms and goals make up the culture of the organization (Pavlik, 2013).

Organizational Culture

Schein defined organizational culture as a configuration of shared basic assumptions

learned by a group as it solved problems of external adaptation and internal integration, that worked well enough to be considered valid, and therefore, to be taught to new members as the correct way to perceive, think, and feel in relation to those problems (2006, p. 17).

Leadership plays a large role in shaping organizational culture. Leaders provide the vision and communicate these ideas through conversations, resource allocation, apportionment of power, and instatement of organizational structures and processes (Schein, 2006). A detached or disengaged leader can severely and negatively affect an organization’s culture (Kets De Vries, 2001). No matter the type of organization, a leader significantly impacts the day-to-day operations (Keyton, 2005). The leader, even if he or she is not hands on, originally sets the organizational culture, and this can influence the organization long after the leader departs (Kunda, 2006). In a news organization, there are multiple departments and leaders (McManus, 1994). The editor may control the news department, but in the vast majority of news organizations, the editor must report to a leader who prioritizes the business interests of the organization (Gans, 2004). This means that usually the ultimate leadership of a news organization does not come from a journalist (Barnouw, 1997). In many of the new community news websites that have begun in recent years, though, the opposite is true: Journalists started and control these sites, which could have a significant effect on organizational culture.

Studies of newsrooms have examined the impact of leadership. One classic media sociology study combined both observation and interviews (Paterson & Domingo, 2008). Tuchman (1978), Breed (1955) and Gans (1979) conducted three of the most cited and influential examinations of newsrooms. The studies found that organization culture directly influences how a newsroom operates, and leadership significantly affects the culture. Gans (1979) found that newsroom leaders primarily put into place the wishes of corporate leaders. This means that while regular journalists may not see or communicate with the corporation that owns their organization, their routines and roles are still greatly impacted by corporate leaders. Ryfe (2009) studied a newsroom undergoing a change in leadership. He found that when a newspaper brought in a new newsroom leader, that editor imparted new rules and routines that greatly impacted news production. Corporate executives hired this leader specifically to impart these changes. This finding is consistent with other studies that illuminated how news values shifted in the digital age due to a change in what leadership desired (Schultz, 2007), and how business interests can affect who leads a newsroom and how that leader acts (Velthuis, 2006). Thus, how leadership is structured not only affects how journalists perform their jobs, but also the type of content they produce. To understand organizational culture and leadership, we must study culture.

Theory of culture

Schein (2006), when defining and outlining his theory of culture, argued that elements shape an organization’s culture on three distinct levels: artifactual, the espoused values, and the basic underlying assumptions. He wrote that to understand the culture of an organization and the way that one operates, a researcher must understand cultural influences from all three levels. He defines culture as a combination of the values, visions, norms, behaviors, symbols and systems that the organizational members share and proselytize. These cultural elements provide the least pliable characteristics of an organization, and members share and spread them implicitly and explicitly.

When joining an organization, members undertake a conscious and subconscious group learning process that slowly but effectively indoctrinates them to the organization’s culture; when a new member fails to embrace culture, they typically leave the organization willingly or unwillingly (Gabriel, 1999). When an organization begins, leadership extensively shapes culture; leaders remain the largest influence on organizational culture (Schein, 2006). To understand organizational culture, a researcher must understand leadership (Kets De Vries, 2001). When a researcher embeds inside an organization and studies the culture and the leadership within at all three levels, the researcher can understand the organization’s culture. Therefore, the following research question will be examined:

RQ: How does leadership contribute to the organizational culture of the organization studied?

METHOD

Anthropologists created ethnography as a manner to study different cultures (Bird, 2009). Over time, more academic fields including communication have utilized ethnography. Singer (2008) wrote that to understand the organization’s culture is to understand the organization. Spradley (1979) posited that ethnography is the art of describing a culture, and we must first understand how the culture operates before we can begin to ask questions. Researchers must immerse themselves in that culture and get as close as possible to understanding the language used. The language is not necessarily foreign to the researcher, but each culture has its own language. To perform ethnography, the researcher can utilize multiple methods (Van Maanen, 1988). This study utilizes both observation and long-form, in-depth interviews.

Observation

Before a researcher can ask informed questions of the people studied, the researcher must fully understand what he or she observed (Spradley, 1979). The three keys to any in-depth qualitative study are describing, understanding and explaining (Hamel, Dufour, & Fortin, 1993). Spradley (1979) argued that the goal of observation is to grasp the observeds’ point of view and to realize their vision of the world.

In-depth Interviews

An interview is valuable because of the “wealth of detail that it provides” (Wimmer & Dominick, 2006, p. 139). Spradley (1979) wrote that when conducting ethnographic interviews, researchers must find informants, not subjects or participants. The people are informants because they teach the researcher. Without the informant, it would be impossible to learn. Spradley (1979) wrote that to simply treat the people being studied as subjects means the researcher will attach his or her own meanings to what is happening.

Studying An Organization

This study utilizes the theoretical model set forth by Schein (2006) concerning how to study organizational culture. For Schein, culture is many things, but generally culture is the values, visions, norms, symbols, systems and behaviors the people of an organization share. Culture takes the form of the “elements of a group or organization that are most stable and least malleable” and the “result of a complex group learning process that is only partially influenced by leader behavior” (p. 5). When examining culture as he defines it, Schein distinguishes between three distinct levels of culture, or levels of analysis a researcher must observe when analyzing an organization: artifacts, espoused values and basic underlying assumptions.

Artifacts are the surface level characteristics that one can observe easily. These can include observable things such as what we see, hear and feel. They can also include products that an organization makes or owns, technology it uses, the logo of a place, clothing worn by employees, the layout of the office, etc. A researcher must enter an organization with an open mind and not interpret data at the artifactual level until more information is gathered. Implicit in this argument is that a researcher must gather data at other levels of analysis before giving meaning to data at the artifact level.

Espoused values are the center of the second level of culture and analysis. The organization verbalizes or publishes espoused values; they could, for example, be part of a mission statement. While the organization makes espoused values public internally and/or externally, the organization does not necessarily follow these values in practice. Espoused values are ideas, goals and values that an organization acknowledges. These can be gleaned from documents such as original mission statements.

The final level of culture and analysis are basic underlying assumptions. These are unconscious beliefs shared by members of the organization. These evolve, for example, when a problem repeats itself numerous times and organizational members then solve it with the same solution. In theory, basic underlying assumptions are what prompt members of the organization to behave in the ways they do. Organizational members do not espouse these assumptions. Organizational members do not necessarily verbalize or publish basic underlying assumptions, but rather members share and act on these types of beliefs.

Schein argued that while observing all levels of culture, a researcher must note how the organization distributes power in the workplace. This is accomplished by not only identifying the titles of employees, but also through identifying decision makers who participate in those conversations. Leaders typically grant types of power to others, and finding those others and observing how that power is applied is vital to understanding how culture manifests itself. To see culture, researchers must identify how leaders allocate authority. The distribution of power heavily influences how members of an organization behave (Gabriel, 1999). People in power also develop rules and regulations. These rules are both espoused and implicit. Understanding how members of an organization deal with these rules, communicate with authority and with peers can tell a researcher quite a bit (Kunda, 2006).

The Case

A study of one particular case is “an empirical inquiry that investigates a contemporary phenomenon within its real-life context; when the boundaries between phenomenon and context are not clearly evident” (Yin, 2008, p. 26). This study examines an anonymous news organization, which this study will call The Gazette, a digitally native news nonprofit in the United States. A group of experienced journalists launched the Gazette in the mid 2000s. The digital news organization includes 15 paid, full-time employees.

The Gazette boasts a donor model. In 2010, the organization reported $2.22 million in revenue, while its expenses totaled only $1.29 million. The organization’s revenue comes from a mix of foundation grants, individual donations and fundraising events. In 2010, 59% of revenue came from donations, 35% from grants and 6% from fundraising events. More than 53% of the Gazette’s expenses come from editorial costs. The rest of the news outlet’s expenses come from marketing and development (24%), general administration costs (19%) and information technology costs (4%).

I spent a total of 43 days and 367.5 hours in the field. My time at the Gazette began on Jan. 18, 2013, and ended April 9, 2013. Weiss (1994) wrote that when information acquired becomes redundant and begins to not add to conclusions, fieldwork should conclude. By the beginning of April, the information I gathered started becoming redundant. I stayed in the field an extra week to corroborate the correctness of this determination.

Emerson, Fretz, and Shaw (1995) identified three stages of field note analysis. The first stage finds the researcher closely reading through the field notes and then writing initial comments in the margins. This stage is called writing memos. The second stage involves what Emerson et al. (1995) call open coding. To complete this stage, the researcher must do a line-by-line reading of the field notes and attempt to identify themes and patterns. Focused coding is the third and final stage of analysis, and this occurs when the researcher returns to the field notes with the themes and patterns in mind. This time, the researcher will begin to write a draft of the findings section. Once this is completed, the writing will begin.

This study follows these systematic procedures for analyzing field notes, interview transcripts and artifacts. I typed both the field notes and the interview transcripts; this provided an entry point for the data and became an initial reading. As I typed field notes and interviews, I would add notes in a different colored font.  During the third and final stage of my analysis, I returned to the data with patterns in mind and examined it for the research question. For this study, I read the data completely 18 times.

To maintain confidentiality, throughout the findings, the news organization will be referred to as the Gazette, and the employees by their title.

FINDINGS

In this study, the research question asks how leadership contributes to the organizational culture of the Gazette. Kets De Vries (2001) and Schein (2006) both identified leadership as a prime component of how culture develops in an organization. Leaders have a strong influence on how culture is shaped. At the Gazette, Editor-in-Chief is the clear leader. She spent more than 30 years in legacy media. When she took a buyout and left her prior organization, she immediately began wondering about her next step.

Role of Leadership

Over the years since the Gazette began, Editor-in-Chief’s role at the organization shifted. At the start, employees said she played a much larger role in the organization’s day-to-day operations. However, she now contributes to the overall focus of the Gazette, but spends most of her time dealing with business issues. During the time period observed, Editor-in-Chief focused a lot of time on a specific future funding opportunity. She frequently attended meetings concerning this opportunity. She also frequently worked offsite, editing stories while traveling to visit her children and grandchildren. Even when she was not physically in the newsroom, however, Editor-in-Chief ‘s influence remained. She is the leader, and the culture of the organization is set and influenced by her. This culture is set even when she is not there and when visitors occasionally come to the newsroom. In various spots around the newsroom sit Gazette brochures that define the organization’s mission statement. This mission statement, written by Editor-in-Chief, specifically notes what she wants for news. This artifact sets the tone for the organization.

When in the office, Editor-in-Chief clearly led the staff. At all meetings she attended, she controlled the conversation and facilitated discussion. Everything went through her. Other editors did not ask Editor-in-Chief specific questions about specific stories, but rather questions about the overall issues. For example, when talking about coverage of the State of the Union Address, Editor-in-Chief asked Features Editor how the Gazette planned to cover the event. When Features Editor responded that they would focus on “the facts,” Editor-in-Chief agreed and made her vision known: “We don’t need a narrative. If there is one, great, but if not, just the facts.” This quote paraphrases exactly what Gazette brochures lay out as a mission statement. She said her primary focus with the Gazette is quality. “I’m worried about good journalism” (personal communication, March 13, 2013). These decisions and explicit instructions were not only followed in those instances, but also recalled by other employees in subsequent situations. For example, when a reporter planned to cover a speech a month after the State of the Union, the News Editor told the reporter to “focus on the facts and don’t worry about narrative.” This advice clearly parroted Editor-in-Chief. When Political Reporter discussed how he dealt with editors, he inadvertently illustrated Editor-in-Chief’s role at the Gazette.

“I talk with my editor, (News Editor), all the time. We have many conversations about stories and she knows what she’s looking for. I talk with (Features Editor) occasionally, when (News Editor) is on vacation or if I’m doing an arty story or a more featury story. Occasionally I talk to (Health Editor) if it’s health related, but not very often. (Editor-in-Chief) sometimes gets in the mix as a person who pushes you in the right direction or something” (personal communication, March 21, 2013).

Political Reporter’s quote explains how Editor-in-Chief sets the direction of the news organization without becoming involved in the day-to-day decisions about coverage. News Editor and Features Editor also said that Editor-in-Chief occasionally becomes very interested in a particular topic, and that means coverage needs to focus on that issue; this idea is communication both explicitly and implicitly. For example, at a news meeting, Editor-in-Chief simply told the staff that she wanted a series concerning gun control. That series was set in motion immediately. In a different meeting, one held about a month later and without Editor-in-Chief, Features Editor noted that something in the news that day usually interested Editor-in-Chief so the staff should act accordingly and follow up with coverage. Editor-in-Chief will not say how she wants the coverage, just that she finds something interesting. News Editor said that Editor-in-Chief is very clear on direction.

“One thing is that Editor-in-Chief does set direction. She makes it clear. You know, she gives us a lot of leeway and I think Features Editor and I, well, we pretty much manage the daily. I was going to say paper, but you know what shows up every day. But I think Editor-in-Chief is very clear about giving direction about the kinds of things she thinks are important” (personal communication, March 15, 2013).

Editor-in-Chief sets the directional tone at the Gazette also. Employees look to her for the “right” decision. In multiple interviews, Gazette employees noted that whenever they find themselves unsure about how to deal with an issue, they contact Editor-in-Chief. This illustrates her role because not one reporter discussed Editor-in-Chief playing a large part in how they produce stories. When a Gazette reporter said “my editor,” they meant either Features Editor or News Editor, not Editor-in-Chief. But major decisions come from Editor-in-Chief. When a reporter struggled with how to cover something, not what to cover, they looked to Editor-in-Chief for guidance.

For example, an organization in a partnership with the Gazette became outspoken concerning a certain ballot item. Nobody in the newsroom knew exactly how to deal with the issue and immediately turned to Editor-in-Chief for answers. “I don’t want to overreact to this,” she said, “but we cannot be involved in a partnership where they’re strategizing with one side.”

In another example, the Gazette accepted a grant from an arts organization. The grant called for the Gazette to hold community meetings to discuss issues in the arts. Editor-in-Chief found herself a little indecisive about the experience at first, but after the meetings, she said she thought the partnership worked well. She noted, and again crystalized her vision for the news organization, during a morning budget meeting. This experience served as a blueprint for how the Gazette should approach grants in the future.

“If you were going to articulate a guideline for us, this seems like a start. This felt a little uncomfortable for me at first because we were partnering with an organization that was giving us money, and we report on them. But they were also genuinely wanting to know what was going on. So that’s a sort of guideline for the future. There are probably organizations we don’t want to partner with, like a liquor store that wants to know where liquor is sold” (personal communication, March 16, 2013).

Strategic Development Manager noted the tension between the business side of the Gazette and the editorial.

“There’s never really a bad monetary opportunity for grants or whatever, I think. The editorial side might disagree. The bottom line is it comes down to (Editor-in-Chief). I mean, she has such a great background with journalistic ethics that, like, the line does end with her. So basically we have to feel out what feels right and then think about it. In the end, we ask (Editor-in-Chief) because she’ll have the right answer” (personal communication, March 18, 2013).

This statement implicitly notes the difference between the Gazette and typical news organizations. In most cases, the decision above would be made by a leader from the business side, but at the Gazette, Editor-in-Chief makes the decision. She can alleviate the tension between business and editorial as she leads both, explained the Features Editor in one conversation.

“She sets the tone. We know that all decisions will be based on what’s best for the community, not what’s best for us monetarily or something. (She) knows that our ultimate bosses are the readers and they don’t care about anything but receiving the highest quality news possible” (personal communication, March 15, 2013).

During the time period observed, the Gazette worked on a series of stories concerning obesity in the community. An organization funded the series, and Health Editor noted how the editorial side of the Gazette worked with the business side of the organization on this type of story.

“It’s very touchy and it was hard for (Editor-in-Chief) to say, ‘OK, we’ve got to go out to these foundations and get money.’ This is new territory for journalists, of course, but it’s also our future. So we went. We’ve been very, very careful. News Editor looks carefully at our stories. She takes a political test on all of them so she feels they are unbiased. (Editor-in-Chief) looks again, as she reads every story. But it’s something we’re all really careful about” (personal communication, April 5, 2013).

Some of the journalists at the Gazette consider Editor-in-Chief a mentor or an idol. In interviews, numerous Gazette employees lauded Editor-in-Chief’s experience and remarked how much they have or hoped to have learned from her.

How Leadership Shapes Culture

Editor-in-Chief informs and influences the culture of the Gazette on both a daily micro and macro way. During the time period observed, Editor-in-Chief worked out of the newsroom 35% of the time. When in the newsroom, the Gazette had a more formal environment. The staff held budget meetings, they engaged in fewer personal conversations, and the workday appeared more structured. On days when Editor-in-Chief worked from the Gazette newsroom, all major decisions concerning editorial went through her. This did not appear to be the case on days when she worked offsite. On a more macro level, Editor-in-Chief built the foundation of the Gazette, and the staff enacts her mission for the organization daily. She still retains a firm hold on communicating that mission.

Editor-in-Chief enacted a “news that matters” approach taken daily by the Gazette. When in the office, Editor-in-Chief sometimes verbalizes this approach concerning a story. When discussing a particular story with a reporter, Editor-in-Chief said, “Start with people directly affected and then you build around them, not the other way around. You need a place to start. We need a vehicle.” This advice clearly articulates her vision of an online newspaper using context to tell stories. On a day when Editor-in-Chief worked out of the office during a trip to Vermont, News Editor told a reporter over the phone that a story needed more people affected by the incident, thus continuing the mission.

When Editor-in-Chief is out of the office, News Editor and Features Editor run the day-to-day operations, but Editor-in-Chief’s mission remains present. For a series on gun violence, Editor-in-Chief called a meeting to brainstorm ideas. Before the meeting, she told News Editor and Features Editor that she could not oversee the series as closely as she would want. She implied that this meeting would allow her the ability to communicate what she wanted out of the series, even though she would only be tangentially involved. Editor-in-Chief originated the idea for the series and called the meeting to make sure Gazette employees understood her vision. In the newsroom, to other editors, she said,

“I think the key would be doing it in a way that would let people see the patterns of gun violence. Maybe we pick a block that’s in the middle of this and see who’s here, what’s happening and how this intersects with these bigger trends. I will send this note around and say, ‘Let’s make a big deal out of this.’ But I’m doing that without knowing if it is a big deal” (personal communication, March 16, 2013).

When the Gazette faced the quandary of whether to publish a racist political photo, the staff looked to Editor-in-Chief for the decision. Editor-in-Chief verbalized what she saw as the predicament. The Gazette could run the photo, letting the community see the depiction, but it would also spread a racist image. Or the organization could describe it, and not give it any more prominence. Eventually, Editor-in-Chief decided on the latter. “I’m inclined to describe it and not print it. People can find it if they want,” she said.

When Education Reporter wondered how to proceed with a story about a local university, Editor-in-Chief assisted in the decision. Education Reporter had off-the-record sources concerning an administrator at the school, but struggled with publishing the piece without attribution. Editor-in-Chief stepped in and verbalized that she did not feel comfortable running the story without this particular attribution. Editor-in-Chief consistently made this type of decision, ones that could potentially affect the Gazette’s credibility.

In one specific instance, Editor-in-Chief’s influence manifested itself without her ever actually having a say in the manner. During a three-day period when Editor-in-Chief traveled on a working vacation, one political reporter encountered a predicament: Should the Gazette cover a specific angle concerning a political race that might not add anything to the story, but could generate interest. “I couldn’t decide what to do,” the reporter said. “It was an interesting little bit of a story that would ultimately not matter in terms of the campaign, but it could upset certain people and generate interest. I knew other organizations would fully cover it.”

With Editor-in-Chief away and not easily accessible, the reporter literally thought, “What would (Editor-in-Chief) do?” The reporter briefly discussed the issue with a direct editor, but neither of them could come to an understanding of exactly how to cover the situation. “We both had a similar idea of what was necessary,” said the reporter, “but we didn’t know exactly what to do. On one hand we could completely discuss the issue and maybe generate some interest with readers who care about prurient issues; on one hand we could just not cover the issue at all because it really did not matter and was just a propped up charge with no meaning behind it; and then on the mythical other hand, we could discuss the story briefly and just make it clear that it has no legs” (personal communication, April 5, 2013).

After spending the early afternoon debating the next step, the reporter made a decision, not based on a direct editor’s opinion or their own, but on what Editor-in-Chief would do. “I just kept going back and forth,” said the reporter, “but then I thought this isn’t too complicated. Our mission is to provide news that impacts people and helps them understand the world around them. That’s what (Editor-in-Chief) always says to do. That’s what our mission statement basically says” (personal communication, April, 5, 2013). In this particular situation, the reporter initially thought that the covering the issue at all would be a negative decision since it would bring attention to something that didn’t deserve it. But the reporter also knew other organizations would cover it and not give the community the information it needed to process the information. “I knew that our job is to provide news that matters and this was going to matter to people regardless of whether we covered it. I knew, as (Editor-in-Chief) always says, we need to impact our readers. Explaining that this isn’t news and where the information came from is what our job would be” (personal communication, April 5, 2013).

Even when she is not physically present, during the time period observed, Gazette employees called Editor-in-Chief to solicit advice. Therefore, even as time passes, and Editor-in-Chief delegates more and more decision-making power to staffers, she is still shaping culture. Schein (2006) wrote that a particularly strong leader’s vision would powerfully influence culture even after they step down from a leadership position. Over time, that influence dissipates but not without the emergence of a new significant leader. This has not yet happened at the Gazette, where Editor-in-Chief still shapes culture on a daily basis.

DISCUSSION

The Gazette remains an award-winning digitally native news nonprofit producing community journalism. The three main co-founders of the organization all spent more than three decades in prominent positions at a legacy media organization in the same community. All three founders remain heavily involved in the community through charities and civic organizations.

As a newsroom, the Gazette spends more than 53% of its operating budget on the editorial department, and its large staff, relative to its operating budget, displays a clear and sizeable commitment to editorial quality. The organization prides itself on this commitment, with numerous mentions in promotional materials speaking to its nonprofit status and goal of providing contextual reporting that connects issues to the community. The organizational culture of the Gazette revolves around this commitment to quality. Editor-in-Chief, the undisputed leader of the organization, significantly impacts and sets the vision for this culture. She started the Gazette because of her dealings with her prior employer, which she thought placed too much of an emphasis on finances. The Gazette, alternately, places an emphasis on journalistic quality because of its leader.

This study illustrates that the perceived lack of quality of Editor-in-Chief’s former employer directly led to the Gazette’s establishment. Founders, especially Editor-in-Chief, believed the community needed another media source, one that would “fill in the gaps in coverage” created by other local media, as noted by Assistant Editor (personal communication, March 15, 2013). Founders acknowledged that they believed a nonprofit media source would alleviate the need for high profits and allow the Gazette to focus on providing readers with quality and important news. After surveying the country and hearing about Voice of San Diego, Gazette founders decided they could start and support a similarly structured enterprise.

During the time period observed, this focus on quality and contextualized reporting became overtly apparent. Gazette staffers consistently espoused and displayed an allegiance to what the organization deemed quality journalism. This language concerning quality journalism and “news that matters” appeared on flyers printed by the Gazette in its early days, and years later all reporters still mentioned it as a priority. These fliers still sat prominently in the newsroom and were handed out to community members at events.

This shows how Editor-in-Chief’s leadership and mission still shaped organizational culture at the Gazette. Gazette employees rarely discussed finances. While some staffers displayed an underlying fear concerning the long-term viability of the organization’s market model, none relayed fears of layoffs or losing their job. McManus (1994) found that in market-driven organizations, a need for continuously growing revenues permeates into the newsroom and affects news production. The Gazette displays none of this. Conversations expressly concerning the wants of the audience did not occur. In fact, I observed quite the opposite numerous times. Gazette editors and reporters occasionally discussed how the audience did not want, for example, coverage of small county elections, but journalists believed this coverage affected readers and therefore boasted strong importance.

News judgment remains the underlying main element of the Gazette’s culture. Editors preach and practice an unadorned focus on news judgment. Reporters should find and report stories that represent the Gazette’s definition of news. Editors will consistently imply that content is completely dependent of news judgment. In some cases, the aforementioned anecdote concerning whether to cover a specific story about a political campaign, the Gazette only covered the issue so it could debunk expected coverage from other news sources. The reporter’s initial instinct was to cover the issue, but the implicit influence of leadership made the reporter rethink the decision and realize the job, in that instance, was to contextualize the situation and help community members understand why this issue did not matter.

Schein (2006) presented a theory of organizational culture that researchers can only see and understand culture through three levels of analysis: artifacts, espoused beliefs and basic underlying assumptions. The Gazette presents an aligned culture based upon these three levels. From promotional material to personal interviews to underlying assumptions, the Gazette demonstrates a newsroom focused on providing its own definition of quality journalism, which revolves around contextualized reporting on issues that affect the community, or as employees call it, news that matters.

This unified vision remains due to strong leadership from Editor-in-Chief. Both Schein (2006) and Kets De Vries (2001) stress that leadership shapes organizational culture. They wrote that, especially at the beginning when original leaders remain in positions of power, leadership provided the most important influence on culture. At the Gazette, Editor-in-Chief takes this role seriously. During the time period observed, staffers did not make important decisions without her. At various instances, when a staffer encountered an issue, they turned to Editor-in-Chief for a solution. All staffers noted her ability to steer the Gazette, even when not intimately involved in a situation. Employees discussed Editor-in-Chief as someone constantly lurking behind the scenes, making the final decisions about major issues and, as Political Reporter noted, “someone who pushes you in the right direction.” Staffers all valued her leadership.

As Schein (2006) and Kets De Vries (2001) noted, leadership can shape the culture of an entire organization. This study illustrates that in a newsroom, leadership plays a much larger and more important role. McManus (1994), Gans (1979) and countless other researchers found that news organization leaders tend to focus on profits and, in recent years, this attention to stock prices affected newsrooms (Bagdikian, 2004). More often than not, journalists do not lead news organizations (e.g., Barnouw, 1997; McChesney, 2004). Going all the way back to Joseph Pulitzer, journalists acknowledged the potential tension between news and profits (Schudson, 1978). McChesney (2004) argued that very rarely does this tension dissipate, only when the goal of quality news coverage aligns with the goal of financial profits. Therefore, in a news organization, leadership’s influence on culture remains critical. McManus (1994) found that journalists still vocalized an ultimate goal of quality, but remained highly skeptical of leadership. At the Gazette, because staffers believe in Editor-in-Chief’s journalistic credibility, and because it is Editor-in-Chief’s primary mission, the entire newsroom acts accordingly. In most businesses, there is one primary, ultimate goal, but journalism serves a dual market, one for audience and one for advertising (Baker, 1994).

This study finds that in a newsroom, leadership becomes even more important to the ultimate vision due to consistent goals. In traditional newsrooms, leaders on the editorial side predominantly answer to leaders on the business side. These sides, according to McChesney (2004), rarely have the same goals. Schein’s theory of organizational culture primarily focuses on how leadership determines ultimate success. Disagreements arise between leaders and workers primarily because of differing goals. Editor-in-Chief’s leadership keeps the ultimate goals of employees uniform.

If the future of community journalism really does lie online, then many different market models, such as the digitally native news nonprofit, will begin to permeate the industry. It is important to understand each of these models’ leadership structure because that will significantly impact the type of news it covers. The industry is seeing an influx of smaller, flatter organizational models (Kaye & Quinn, 2010), models that allow for leaders to make a more direct impact. When AOL purchased Patch in 2009, many believed this changed the future of community journalism. Yet numerous studies show that corporate leadership affected content choices and journalists did not successfully engage with readers (e.g., St. John, Johnson, & Nah, 2014). Ultimately, corporate ownership decreased funding significantly for Patch sites. Journalists who start their own publications, however, do not primarily seek financial gain and are more interested in quality journalism (Nee, 2013). This could result in leadership having a large effect on the future of community journalism.

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About the Author

Dr. Patrick Ferrucci is an assistant professor in the Department of Media, Communication and Information at the University of Colorado – Boulder.