Ensuring the future of quality rural journalism

Impact story

Exploring how to improve the quality of news and information flow and ensure the sustainability of newspapers in rural areas.

Key facts

  • This study on Australian rural newspapers is the largest of its kind
  • This study is the first instance of comprehensive research assessing the health of Australia’s established rural press
  • This research involves a partnership with Country Press Australia
  • This research is funded by the Australian Research Council
  • This research was used to inform two submissions; a senate inquiry led by Deakin University on media diversity, and one to the Australian Competition and Consumer Commission on the mandatory bargaining code

Building on trends and perceptions

Researchers from Deakin University are aiming to ensure a future of high quality, local journalism in rural and regional Australia to enhance democracy and the social fabric of communities beyond the metropole.

With almost 30 per cent of the nation’s population living in rural and regional areas, the country press represents a vital part of Australian journalism. However, the distance from major cities means rural news providers are not as well serviced by local news media as metropolitan outlets.

Deakin’s project ‘Media innovation and the civic future of Australia’s country press’, investigates the challenges and opportunities across social, economic, cultural, political and technological contexts that can affect the sustainability of Australia’s press, particularly in the digital era. The project will also explore how insights from audiences, news sources and industry leaders can inform policy in the sector.

Led by Associate Professor Kristy Hess from the Alfred Deakin Institute for Citizenship and Globalisation, the project researching Australian country newspapers is the largest of its kind. It will provide urgently-needed strategies to rethink media innovation and provide evidence to inform industry practice.

In collaboration with community and stakeholder groups, international scholars and industry experts over the course of the project, the research will build on two recent pilot projects funded by Deakin and the Country Press Association that explored circulation trends and stakeholder perceptions of country newspapers.

A timely project

Regional communities deserve the same high standard of journalism found in metropolitan news outlets. Deakin’s research seeks to develop sustainable models that can be used when developing federal communications policies, and to ensure that local news can survive the digital landscape.

Millions of people living in rural and regional communities around Australia depend on the country press as a reliable news source. But in the digital era, the future of news and public interest journalism is under threat. The media landscape has seen rapid change over the past few decades, especially with the introduction of social media giants like Facebook and Twitter that has brought about issues of misinformation and fake news. Reliable news platforms are considered an essential service, important to enhance democracy and wellbeing in rural communities.

The project is timely and is the first comprehensive research assessing the health of Australia’s established country press.

A stronger, more collaborative media network

It is anticipated that the project will lead to a stronger, more collaborative news network, resulting in the implementation of a media innovations model that will improve the quality of news and information flow and ensure the sustainability of newspapers in rural areas.

The research has already had an influence in government and media policy. In 2020, this research informed a senate inquiry submission led by Deakin University on media diversity. It also informed a submission to the Australian Competition and Consumer Commission (ACCC) on the mandatory bargaining code.

In December 2020, the research team also hosted a local news panel at the Australian Journalism Research and Education conference at which the topic of quality rural journalism was discussed and have published several academic papers on media innovation and response to COVID-19.

‘Rural media serves an incredibly powerful role in the local towns and cities that they serve. It’s very well established that regional press in particular play a social capital building role, helping people to develop a sense of belonging within their community.’

‘Given Deakin’s commitment to rural and regional communities explicitly outlined in our charter, we’re ideally placed to lead these types of research projects.’ - Associate Professor Kristy Hess

The future

In February 2021, preliminary data from a survey conducted in November 2020 will be presented to the Queensland Government during a meeting with Country Press Association representatives. It will inform more than 174 local newspaper operations across Australia. The survey is the biggest of its kind in Australia, and records responses from 4000 local newsreaders.

In 2021, the research team will conduct a survey of social media users and interviews with media proprietors, journalists and editors to advance a media innovations agenda within the local news sector.

Grants and funding

This research is funded by the Australian Research Council, as part of their linkage program.

Collaboration

Deakin has partnered with Country Press Australia, who represent the rights of regional media outlets in negotiations with industry and government. Country Press Australia are also educating the next generation of regional journalists through a dedicated Deakin course.

Researchers

The project is led by Associate Professor Kristy Hess, alongside Professor Lisa Waller (RMIT) and Professor Matthew Ricketson from the Alfred Deakin Institute for Citizenship and Globalisation.

Associate Professor Hess an expert on regional journalism has since consulted with the Australian Communications and Media Authority, the Department of Communication and various start-up media enterprises looking to support the sector and industry stakeholders on the subject. She is also a member of the research advisory board with the Public Interest Journalism Initiative.

Deakin’s researchers are working in partnership with Bruce Morgan, Executive Director of Country Press Australia and the Victorian Country Press Association.

Contact details

Associate Professor Kristy Hess
View Kristy's Deakin profile
Email Kristy Hess
+61 3 5563 3118

Professor Matthew Ricketson
View Kristy's Deakin profile
Email Matthew Ricketson
+61 3 9246 8833