Local journalism and municipal communication in the digital age

Up to now it has been unclear how the structural change in local media systems affects the quality of local communication content, and what conditions empower citizens and support the fulfilment of municipalities’ public information mandate in the digital age. To answer these questions, a research team headed by Prof. Matthias Künzler (University of Applied Sciences of the Grisons) studied the organisational structures of a number of local media and the communication activities of municipalities in Switzerland. In particular, they analysed the content in terms of the public information mandate, independence, political relevance, and scrutiny and accountability. Based on this data, the project highlighted the factors that favour the lasting success of local media – and how this can promote an independent public sphere.

The digital transformation has weakened local media and reduced local news coverage. In the United States this process has even led to the phenomenon known as news deserts (regions without local media). The negative impact on democracy and social cohesion is well documented. In light of the poor data on local media and local communication in Switzerland, this research project provides the first basis on which to analyse the evolution of local media and municipal communication as a prerequisite for a vibrant and functioning democracy.

The aim of the project was to study the state of local journalism and municipal communication in Switzerland and in neighbouring countries based on selected examples. The declining circulation and drop in readership of local newspapers have in some regions led to an information vacuum, which local authorities are increasingly trying to fill through their own communication activities. The project examined this situation and developed measures and recommendations to promote local communication.

The analysis of the content from various types of local journalism and municipal communication provides media policymakers with a basis for decision-making on how to establish the right framework for sustainable local communication. Private media outlets and municipalities were provided with a toolbox of innovative tools in the form of guidelines to help them cope with the digital transformation.

The Swiss media landscape is under pressure, with the number of local newspapers declining by 23% in the last ten years. While online news offerings are increasing, they can only partly offset this decline. Text-based content continues to dominate, but is increasingly being supplemented by videos and visual formats – particularly on social media. At the same time, many editorial teams are having to contend with financial difficulties and a lack of local skilled workers. Meanwhile, local authorities are investing more heavily in their own communication – building websites, publishing community newsletters and developing communication strategies. Digital formats such as apps and podcasts remain the exception, however – usually due to a lack of resources.

Three main messages

1. The symbiotic relationship that used to exist between local media coverage and municipal administration is in danger of falling apart even further. If local media are no longer seen as the ‘fourth estate’ in a democracy, this poses a serious threat to the long-term survival of democratic processes.

2. Municipalities have a legal duty to inform the public. They are required to fulfil this duty – and the digital transformation means they have new channels at their disposal through which to do so. The key challenge lies in determining the extent of this duty to provide information and defining the boundary between journalistic reporting and municipal communication.

3. There is a great deal of variation in local media content in Switzerland – depending on the circumstances. The form of financing particularly influences content, with locally-funded media showing the greatest focus on local topics.

Local journalism and municipal communication under digital transformation