Keywords: Local Media, News Consumption, Perceptions of Negativity, Civic Participation, News Avoidance

This study investigates how patterns of news consumption—local, national, and social media—shape perceptions of negativity in media coverage, news avoidance behaviors, and civic participation. Using survey data from the 2022 Center for Communication and Civic Renewal (CCCR) project, comprising responses from 3,025 Wisconsin residents, the research examines the emotional and participatory outcomes of varying media consumption habits. By focusing on local media, the study addresses a key gap in the literature, which has primarily emphasized national and social media’s role in shaping public opinion and engagement.

The survey captured self-reported data on participants’ media consumption habits, perceptions of negativity in news, news avoidance tendencies, and levels of civic engagement. Media consumption was classified into three categories: local, national, and social media. Multiple regression models, adjusted for demographic and political variables, were employed to analyze these relationships.

Findings indicate that local media consumption correlates with reduced perceptions of negativity in news and increased civic participation, even after accounting for other factors. However, it also shows a paradoxical association with higher levels of news fatigue and avoidance. National media consumption appears to reduce news avoidance but heightens perceptions of negativity, particularly in politically polarized environments. Social media consumption, characterized by exposure to sensational and polarizing content, was strongly linked to increased negativity perceptions and higher avoidance behaviors.

Importantly, the study reveals that local media consumption plays a mitigating role, buffering individuals against the adverse effects of sensationalism and polarization associated with national and social media. This suggests that local journalism supports community engagement and fosters resilience to the negativity prevalent in other media forms.

The results underscore the importance of local news in promoting informed and active citizenship. However, the decline of local journalism poses risks to civic engagement, particularly as individuals increasingly depend on national and social media which may erode trust and participation. These findings contribute to ongoing discussions about the interplay between media consumption and democratic engagement, highlighting the need to support local journalism as a cornerstone of civic life.