Mapping Information Ecosystems to Serve Local News Needs

FINDING WATER IN A MEDIA DESERT:
MAPPING INFORMATION ECOSYSTEMS
TO SERVE LOCAL NEWS NEEDS
SYSTEM AND STAKEHOLDER MAPPING, PART 1
People-Powered Publishing Conference
Dr. Michelle Ferrier and Fiona Morgan
November 15, 2018

PEOPLE-
POWERED
PUBLISHING
CONFERENCE
2018
CLINIC TRACK
Mapping Part 1*
•Understand community assets before you build
Mapping Part 2
•Use systems thinking to build something new
Organizing
•Build trust and build power
Event design
•Convene your community through dialogue
Collaborative reporting
•Partner with your community for accountable reporting
*You are here
DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018

OUR CLINIC
Asset-Based Framework
Digital Ethnography
Geomapping Tools

INTRODUCTIONS

INTRODUCTIONS
YOUR PROJECT IN ONE SENTENCE
YOUR NAME

POSTURE TOWARD COMMUNITY

BEFORE YOU BUILD, ASK YOURSELF
What are you building on?
Who are you building with?

POSTURE TOWARD COMMUNITY,
ENGAGEMENT PRINCIPLES AT WORK
Three principles emerged in early Journalism That
Matters work around Experience Engagement and
Elevate Engagement:
1. Speak Truth to Empower
2. Listening is Our Superpower
3. Nothing About Us Without Us

P. 7
ENGAGEMENT
FRAMEWORK

ASSET-BASED COMMUNITY
DEVELOPMENT

ASSET-BASED APPROACH
• Asset-based community development (ABCD)
• Asset lens vs. deficit lens
• Building on capacity
• More sustainable

PRINCIPLES OF ASSET-BASED COMMUNITY DEVELOPMENT
• Everyone has gifts: Each person in a community has something to
contribute.
• Relationships build a community: People must be connected in order for
sustainable community development to take place.
• Citizens at the center: Citizens should be viewed as actors—not recipients—
in development.
• Leaders involve others: Community development is strongest when it
involves a broad base of community action.
Source: ABCD Institute, De Paul University

PRINCIPLES OF ASSET-BASED COMMUNITY DEVELOPMENT
• People care: Challenge notions of "apathy" by listening to people's interests.
• Listen: Decisions should come from conversations where people are heard.
• Ask: Asking for ideas is more sustainable than giving solutions.
• Inside-out organization: Local community members are in control.
• Institutions serve the community: Institutional leaders should create
opportunities for community-member involvement, then "step back
Source: ABCD Institute, De Paul University

TYPES OF COMMUNITY ASSETS
Individuals
Associations
Institutions
Physical Assets
Connections
Storytelling /Culture

DIGITAL ETHNOGRAPHY PRACTICES

WHAT IS A “MEDIA DESERT”?
• A media desert is a geographic area that is lacking access to
fresh, local news and information.
• This condition may be as a result of a lack of content, access,
language barriers and other issues.
• “News Deserts” as a term doesn’t account for all conditions,
such as the influences of code, conduits and content AND
geography.

MAKING THE
INVISIBLE
VISIBLE: WAYS OF
SEEING
How do you know what you
know about your
community? How are you
ensuring that you are
mapping the community
assets?.

WAYS OF SEEING: MAPPING TOOLS
• Honing digital ethnography
methods to provide deep
content analysis.
• Create community media
audit tools for public and
private use.
• Add additional data layers
such as community
weeklies, alternative
weeklies, hyperlocal online
news sites and other media
platforms.

CHESTERHILL, OHIO (MORGAN COUNTY)

TOOL: GOOGLE EARTH WALKAROUND

BEYOND DEMOGRAPHICS: USER
PERSONAS, STAKEHOLDER MAPPING,
INCLUSION

SOCIAL MEDIA MONITORING
• WE USED GOOGLE ALERTS,
HOOTSUITE, BANJO, KRZANA AND
OTHER SOCIAL MEDIA
MONITORING TOOLS.
• WE MONITORED COUNTY
ACTIVITY FOR 10 WEEKS
• WE GENERATED WEEKLY REPORTS
OF ACTIVITY.
• SOCIAL INFLUENCERS WERE
ADDED TO COMMUNITY
DASHBOARD

COMMUNITY SOCIAL DASHBOARD

DIGITAL ETHNOGRAPHY REPORT:
ADAMS COUNTY
• Adams County, OHIO: http://zipit.staging.communityq.com/stories/adams-
count-
2,99?preview_key=2a8a21386e905569a627e270d3167139&ts=154223779
0
• Taking Stock: Community Information Toolkit:
https://www.knightfoundation.org/media/uploads/publication_pdfs/2011
_KF_Community_Information_Toolkit.pdf

STAKEHOLDER MAPPING: FLOW MAPS

USER PERSONAS
• A way of making visible different
user groups discovered through
digital ethnography work and
engagement in real life.
• We looked across 20+ counties in
SE Ohio and examined the types
of people that we saw online. We
dove into their profiles to come
up with user personas of their
needs, hopes, media literacy and
other needs.

USER PERSONAS
• We designed targeted
news/information and
health communication
strategies to reach each
user persona.

EVERY DOOR DIRECT: INCLUSIVE SURVEY

EVERY
DOOR
DIRECT
(EDDM)
SURVEY

TARGETED
CONTENT
MAILING/REPLY
CARD
Thank you for participating!
1. Name a few of your favorite
LOCAL NEWS or INFORMA-
TION sources?
_____________ _____________
_____________ _____________
2. Which range includes your
AGE?
[ ] 0-17 [ ] 30-39
[ ] 18-20 [ ] 40-49
[ ] 21-29 [ ] 50 or older
3. Of ALL the local news and
information sources you use,
how well do those sources give
you what you need?
[ ] ALL of the information matters
to you
[ ] SOME of the information
matters to you
[ ] NOT MUCH of the informa-
tion matters to you
[ ] NONE of the information
matters to you
4. List a few LOCAL SOURCES of
information or NEWS that you
might refer to DAILY.
_____________ _____________
_____________ _____________
5. What is your GENDER?
[ ] Female [ ] Male
[ ] Other (specify) ______________
6. Check LOCAL TOPICS you
might want to learn more about.
[ ] Local politics and elections
[ ] Other local government activity,
council meetings, or hearings
[ ] Local weather
[ ] Local arts and cultural events
[ ] Local breaking news
[ ] Local job openings
[ ] Local zoning and development
[ ] Local social services (housing,
food, health and/or child care).
[ ] Health care
[ ] Education/Job training
[ ] Environmental/Agriculture
[ ] Local people/neighbors
[ ] Other ___________________
Do you AGREE or DISAGREE
with the following statements.
Please use the scale below.
Strongly Strongly
Disagree Neutral Agree
1 2 3 4 5
7. When I make life decisions,
nformation is readily available,
within my communIty.
1 2 3 4 5
8. I have attended community
events in the past 6 months.
1 2 3 4 5
9. I am actively involved in local
organizations and/or clubs.
1 2 3 4 5
10. Most people can be trusted.
1 2 3 4 5
11. In my community people are
willing to help others in need.
1 2 3 4 5
12. I feel part of the community.
1 2 3 4 5
13. My community has a reputa-
tion for being safe.
1 2 3 4 5
What’s the 411? Whose got
what? Hello! We’re your friends,
business owners and people
in your neighborhood. And we
want to get to know you. How
can we connect better with
each other? How do we get
news and information? How do
we learn what’s new that’s hap-
pening right around us?
LOCALSURVEY
Howdoyoulearnabout what’shappeninginyour town?
Please help us by answering
a few questions about what
media sources you currently
use. The Media Seeds Project
is working with residents to
build inclusive information re-
sources in rural communities in
Southeast Ohio. Rural Action is
working to build entrepreneurial
communities through their Big
Bend Entrepreneur Support
Team (BBEST). BBEST works
with local businesses owners to
connect them with resources
that they need to grow and
thrive.
For more information on the
Media Seeds project:
www.mediaseeds.wikispaces.com
Please return by June 30, 2018
Thank you for helping usgrowour community connections!

TAKING THE TOOLS INTO COMMUNITIES
Now, what to build?

FOR MORE INFORMATION
DR. MICHELLE FERRIER
• Michelle.ferrier@famu.edu
• @mediaghosts
• www.mediadeserts.com
FIONA MORGAN
• Branchhead Consulting
• Branchhead.consulting@gmail.com

Mapping Information Ecosystems to Serve Local News Needs

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