Analysis
America’s Electoral Crisis: The Local News Disconnect
November 26, 2024
Despite extensive media coverage of the 2024 presidential campaign, much of it failed to connect with the public in meaningful ways. By the time the final ballot was cast on election night, it was clear that many Americans had hardly paid attention. Just consider the election-day spike in online searches asking, “Did Joe Biden drop out?” months after he officially did. The next day, Jimmy Kimmel Live interviewed several people who claimed they would vote—oblivious that the election was over.
The election cycle also saw massive disinformation circulating, compounded by AI and algorithms. But clearly, vast numbers of people were willing to believe it. Traditional journalism was largely ineffective with Trump’s base, who saw fact-checks as confirmation of his claims.
Most journalists believe their work is impactful—and in many ways, it is. But does that matter if audiences aren’t interested? According to the Reuters Institute Digital News Report, 43% of Americans say they avoid the news, and only 32% trust coverage.
As the challenges facing our democracy grow, the solution to reconnecting Americans with quality journalism lies in reimagining news from the ground up. Rather than focusing on national headlines, we need to invest in hyperlocal, community-based news outlets that are deeply embedded in the communities they serve. These grassroots organizations—often small, independent, and run by people who live alongside their audiences—are uniquely positioned to provide the relevant, trustworthy information that larger media outlets struggle to deliver. By supporting these local voices and strengthening their capacity, we can rebuild public trust in journalism, foster greater civic engagement, build bridges between community members who have more in common than that which divides them, and ensure that all citizens have access to the facts that shape their lives.
The day after the election, The Pivot Fund hosted a focus group of 15 rural Michigan residents and four former journalists as part of our multi-state effort to understand Americans’ news habits. The session, while confirming the challenges of building trust, suggested that community news outlets can show a way forward.
Our news landscape analysis asked Michiganders who they trust for news, especially during crises. Participants admitted they didn’t know who, if anyone, holds local officials accountable. One thought it was the governor’s role; another assumed it was the mayor’s job. Several said no one was doing it, noting that journalists rarely attend township meetings. Others said they rely on Google or social media to verify information, avoiding journalism altogether due to subscription costs, perceived biases, or the lack of a local news source.
A common thread emerged: relationships. One participant said she verifies local issues through “a friend of Congresswoman Rashida Tlaib’s sister-in-law.” It may sound like a reach, but it underscores a reality: trust in institutions is at an all-time low, and in uncertain times, people trust those they know (or think they know) personally.
At The Pivot Fund, we’ve seen that relationships are crucial. We invest in grassroots, independent news outlets that communities already trust.
Take Pasa La Voz, led by Elizabeth Galarza, a Latina without a high school diploma. Her background doesn’t hinder her journalism; it enhances it. As the child of migrant farm workers, Galarza understands the systems that often work against Mexican immigrants and has built trust with Savannah’s Spanish-speaking community. Pasa La Voz began as a passion project during hurricane season, and today it generates over $250,000 annually by providing reliable, relatable information.
The Pivot Fund identifies and supports these trusted news sources, which are embedded in communities, run by local residents, and reflect the people they serve. Most aren’t on philanthropy’s radar because they publish on platforms like Instagram, TikTok, Facebook, or Spanish-language radio. Yet these platforms are where audiences increasingly turn for news.
Hyperlocal, independent newsrooms are often run by individuals communities trust: neighbors, friends, or fellow parents. These founders have identified information gaps and work tirelessly to fill them, often with few resources.
The impact is clear. Investments in outlets like Sahan Journal in Minneapolis and Notivision Georgia in Warner Robins are paying off. Sahan Journal was the first to break the George Floyd story on the ground. Today, it’s valued at nearly $10 million. Notivision won a regional Emmy for its coverage of domestic violence, a testament to the power of hyperlocal journalism in providing meaningful, impactful news.
These outlets have an obligation, too. By reporting on how state and national policies affect their audiences, they convey the importance of participatory democracy. Not all of Pasa La Voz’s audience members can vote, but their children can.
In the wake of this election, we’re left with a stark truth: democracy cannot thrive when half its citizens feel so alienated from fact-based news that they retreat into isolation or misinformation. National headlines won’t solve this. The answer lies in reimagining journalism from the ground up—by trusting and investing in the local voices that communities already believe in.
If we truly want an informed, engaged democracy, we must nurture and sustain these community-rooted newsrooms. In the end, democracy isn’t preserved by the loudest voices on cable news or partisan podcasts; it’s secured by those working tirelessly in the margins, making sure every citizen, regardless of zip code or status, has access to the truth that shapes their lives.
Tracie Powell is the founder of The Pivot Fund. A 2016 JSK Fellow at Stanford and 2021 research fellow at the Shorenstein Center at Harvard Kennedy School, she graduated from Georgetown University Law Center with a degree in journalism and business administration from the University of Georgia. She is the chairperson of the Georgia News Collaborative board, the former board chair of LION Publishers, serves on the board of directors for The Red & Black student newspaper at UGA, and was the founding manager of the Borealis Philanthropy Racial Equity in Journalism Fund.