Americans continue to report low trust in mainstream media, with many younger than 30 saying they trust information from social media nearly as much as from national news outlets.

As we reach the end of National News Literacy Week, Randy Essex, former executive editor of the Omaha World Herald and now editor at the Detroit Free Press, offered some explanations for this declining trust, starting with the role he feels conservative radio and television have played for a generation.

"The rise of this clearly partisan media is a business model, and part of that model is to sow distrust of established sources of information, whether that be national media or the government," he said. "The statement, essentially, is 'Believe us, not them, we're on your side.'"

Essex said other factors include the consolidation in the radio industry, closing of hundreds of local newspapers and the pervasiveness of social media. He said he believes even COVID contributed, with fear making people more susceptible to conspiracy theories. He called rebuilding public trust in mainstream news "a tremendous uphill battle," and maintained that transparency and ethics are paramount.

Essex added that editors have an important role to play.

"Top editors need to communicate with the public, and explain the work that we're doing and counter unfounded criticism of it," he said. "When we make mistakes, we have to be transparent about that, too. And we need to connect in person and be in the community when we can, because human beings are much more civil in person than they are on the internet."

Essex said the public has some responsibility, too, including checking sources and being skeptical.

"And the problem is that for a generation," he said, "a lot of people have been conditioned to not believe established organizations that are doing real news."

Essex stressed that, ultimately, journalists show the public their worth through their work.

"Locally, the city council is the end of the debate," he said. "The real debate is happening out in the community, or behind closed doors in board rooms, and it's our job to find that real issue, not to just cover what's happening on the surface. And that's where our value is."

A new project in Southern Arizona aims to support local reporting and enable greater access to local news and information. Earlier this month, civic leaders and the Community Foundation for Southern Arizona announced the Local News Initiative of Southern Arizona.

Jenny Flynn, foundation president and CEO, said the initiative will raise "philanthropic dollars" to help increase and strengthen local news across the region. Flynn said the media ecosystem is changing and contends it's urgent to ensure quality journalism remains a core pillar of our communities and democracy.

"We have to get to the next phase of what will be kind of a media ecosystem that is a little bit more sustainable and hopefully has much more that sort of local perspective infused in it, is something that I think philanthropy is going to play a role in helping that become a reality," Flynn said.

She added the Democracy Fund, a national foundation, awarded a $100,000 grant to kick off the project, which the group is now trying to match with local contributions. The foundation reported Southern Arizona has experienced a disappearance of local journalism jobs leading to "news deserts" in recent years, and Flynn said the first round of grants will go to hiring local journalists for southern Arizona news outlets.

Flynn explained how important it is that people feel seen and heard in the news they consume, which is why she and others strongly believe in the power of local news.

Only 32% of Americans say they have a "great deal" or "fair amount" of trust in the media's news, according to Gallup poll. But a new high of 39% of people say they have no confidence at all.

While there are innovators and entrepreneurs within the media sector challenging traditional models, Flynn is convinced there's still room for further investments and improvements to rebuild trust.

"It is not as though it's a magic wand to undo the mistrust and the polarization we have, but it is very different when someone is your neighbor, or you see someone at every community meeting," she explained. "That is very different from someone who is far away, who is just a name or just a story or just a headline."

Flynn added building up consistent reporting will also make a difference. She invites the public to share their thoughts about their news consumption through a survey available in English and Spanish. She said it's important to think about how organizations can better meet the information needs of Southern Arizonans, a region she calls "very diverse."

This month, North Dakota has become the latest state to be swept up in the declining presence of local news media. One expert sees it as a concerning trend, especially as it relates to accountability and democracy.

In northeastern North Dakota, Ness Press has ended publishing eight weekly newspapers. Operators of the family-run business say a lack of ad revenue, and having no one else to take over, prompted the decision. The papers centered around local announcements.

Dr. Melissa Vosen Callens, associate professor of communications at North Dakota State University, who teachers media literacy, worries it is part of a nationwide erosion of local news, which creates lasting harm.

"Newspaper deserts are dangerous," Vosen Callens asserted. "It limits our access to information, particularly local information, often in already marginalized communities."

She pointed out when people have to seek information elsewhere, their searches may lead them to disinformation and misinformation on social platforms. She noted it increases polarization, which added greater threats to democracy.

Groups tracking the growing prevalence of news deserts said North Dakota has more than two dozen counties with only one newspaper, and two counties have none.

Only a handful of North Dakota's newspapers are daily publications. Vosen Callens emphasized without consistent local coverage, it is harder to know what's happening in the community, which can have long-term social, political and economic implications.

"Local journalism, for example, often reports on and questions government spending," Vosen Callens stressed.

She added media organizations in larger cities around the region cannot keep track of everything going on in smaller towns around them. And as more papers and other local media close up shop, it leaves a gap in holding municipalities -- and those who lead them -- accountable.


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New York lawmakers are considering a bill to broaden statewide outreach through local media. The Local Community and Ethnic Media Commitment Act would require state agencies to spend about 50% of their print and digital advertising budget in local community and ethnic news outlets. This issue hit home for State Senator Jessica Ramos, who introduced the bill, since she represents the multi-ethnic Jackson Heights neighborhood in Queens. A 2022 Census report finds more than 6-million people in places like New York City speak a language other than English. Ramos feels this bill is an effective way to get important information to people of all backgrounds.

"If we want people to take advantage of programs, if we want to educate people about different government processes, then we should certainly be doing so in their language, so that they're engaged and truly feel a part of our community - as they are," Ramos said.

While the bill has not faced much opposition, some media outlets feel government involvement in local media is complicated. In a 2021 report from Northwestern University, experts noted government financial support of local media might provide leverage for politicians to shape the news as they see fit. Currently the bill is in the Senate Finance Committee.

As lawmakers are still learning about the bill, it has not faced many legislative hurdles yet.
But Assemblymember Sarahana Shrestha, its sponsor, noted one barrier to getting the bill passed is time.

"Because of how much time the budget ate into, with a month delay," Shrestha said. "So on our side, with the Assembly, we're just rushing to get bills numbered, get bills moved through the committee."

She added having this provision in next year's budget would help all New Yorkers learn about new rules, programs and funding opportunities they might be eligible for. The current legislative session is set to adjourn June 8th.