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By Josh Feldberg in local media —

Influence and Trust in Local vs. National/International Media – A Global Analysis

Influence and Trust in Local vs. National/International Media – A Global Analysis
Photo by Flipboard / Unsplash

Overview

Local news media play a critical role in informing communities and shaping public opinion. Around the world, people tend to trust local news outlets more than national or international ones, although this varies by region and demographic group. 

Surveys consistently show that local media are seen as more attuned to community needs and less biased than distant national outlets (Local News Providers Beat National And Social Media In Trust: Pew 10/31/2022) (Trust in news media is declining across the globe | Eidosmedia). 

However, the degree of trust in media overall differs widely – from high trust in some countries (e.g. Finland ~69%) to very low in others (e.g. Greece ~23%) (Overview and key findings of the 2024 Digital News Report). 

This report compares quantitative trust levels in local vs. national/international media, examines the influence of local media on public opinion in Europe, the US, Latin America (with Brazil), the UK, and Asia, explores local media’s role in climate change communication, and highlights how trust varies by age, socioeconomic status, and other factors. The analysis draws on high-quality sources including the Reuters Institute’s Digital News Report, Pew Research Center, the Edelman Trust Barometer, WAN-IFRA, Nieman Lab, and academic studies on media and climate communication.

Trust in Local vs. National/International Media: A Quantitative Comparison

Global surveys indicate that local news outlets generally enjoy higher trust than national media. In the United States, for example, 71% of adults say they have “some or a lot” of trust in local news, compared to 61% for national news (Local News Providers Beat National And Social Media In Trust: Pew 10/31/2022). This local trust advantage appears across political lines: even amid partisan divides, both Republicans and Democrats trust hometown media more than big national outlets. A 2024 Pew survey found 66% of Republicans trust local news, vs. only 40% who trust national news (Republicans, young adults trust news on social media about as much as news from national outlets| Pew Research Center) (Republicans, young adults trust news on social media about as much as news from national outlets| Pew Research Center). Among Democrats, the gap is smaller (83% vs. 78%), but local outlets still have a slight edge (Republicans, young adults trust news on social media about as much as news from national outlets| Pew Research Center). Younger Americans also lean toward local sources – 71% of U.S. adults under 30 trust local news, higher than the 56% who trust national media (and far above the ~52% who trust social media) (Republicans, young adults trust news on social media about as much as news from national outlets| Pew Research Center). Older Americans (65+) exhibit the highest trust overall (about 78% for local news vs. 61% for national) (Republicans, young adults trust news on social media about as much as news from national outlets| Pew Research Center). This pattern suggests local media are regarded as more credible, likely because they are closer to the community and seen as less politicized (Trust in news media is declining across the globe | Eidosmedia) (Trust in news media is declining across the globe | Eidosmedia).

(Republicans, young adults trust news on social media about as much as news from national outlets| Pew Research Center) Trust in information from local, national, and social media among U.S. adults, by party (2016–2024). Both Republicans and Democrats express greater trust in local news organizations (purple line) than in national news (pink line) or social media (yellow line). The partisan gap in media trust is much wider for national outlets (Republicans, young adults trust news on social media about as much as news from national outlets| Pew Research Center).

Outside the U.S., regional differences in media trust are significant. In Europe, overall trust in news varies by country – for instance, Finland reports the world’s highest trust in news (~69%) while Greece and Hungary are among the lowest (~23%) (Overview and key findings of the 2024 Digital News Report). European audiences often have high confidence in public service broadcasters (national media) for impartial news, yet local/regional newspapers and broadcasters remain important and are generally trusted by those who use them. In the UK, however, trust in the media is notably low. Only 37% of people in the UK say they trust the media according to 2022–23 surveys (Trust in media up in UK and US, latest Edelman trust survey), one of the lowest levels in Europe. British local media (regional papers, BBC local radio, etc.) are valued for community news, but decades of tabloid sensationalism have hurt overall trust. Even so, UK local outlets are considered more reliable on local matters than the national press; recent Ofcom reviews emphasize the need to sustain “trusted and accurate local news” given its civic importance (Review of local media in the UK) (Review of local media in the UK).

In Latin America, trust in media is generally below the world average. Long-standing issues like political influence, concentration of media ownership, and disinformation have eroded confidence in news. A Reuters Institute study noted the world average trust in news was already low at 38% in 2020, and many Latin American nations fell below this (Trust in the media in Latin America: the same old story? - LSE Latin America and Caribbean). For example, Brazil’s trust in news dropped from about 48% in 2022 to 43% in 2023 amid political polarization (Brazil | Reuters Institute for the Study of Journalism). In Mexico, Argentina, Chile and others, fewer than half trust news most of the time (Trust in the media in Latin America: the same old story? - LSE Latin America and Caribbean). In such environments, local media do not always enjoy a strong trust advantage – especially if local outlets are seen as politically biased or under-resourced. However, where independent community media exist (e.g. community radio in rural areas), they can build pockets of high trust by directly engaging with local audiences. Latin Americans sometimes even turn to international media for an outside perspective on domestic issues, reflecting skepticism toward both national and local outlets (Trust in the media in Latin America: the same old story? - LSE Latin America and Caribbean).

In the Asia-Pacific, trust levels span a wide range. Some Asian countries report very high trust in media – for instance, about 77% of people in China trust the media, with similarly high figures in Indonesia and India (Trust in media in China 2016-2025 - Statista). In these cases, dominant national media (often state-influenced) command broad trust, though the concept of “trust” may be complicated by limited press freedom. By contrast, democracies like Japan and South Korea have much lower media trust (often below 35–40%). Local vs. national trust in Asia depends on the country’s media structure: in India and Indonesia, local and regional outlets are extremely influential, serving diverse languages and regions. Notably, a global Pew survey found people follow local news more closely than national news in only two countries – India and Indonesia (National and local news paid more attention than international news globally), highlighting the strong local news culture there. In such contexts, local media (from regional-language newspapers to village radio) can be as trusted as major national news brands because they cater to local identities and issues. Meanwhile, in countries like China, local media largely act as extensions of national outlets, so the trust differential is minimal. Overall, the common thread is that proximity breeds trust: audiences across regions tend to trust news that feels “closer to home,” whether that means a local city paper or a familiar TV station, more than distant national or international channels.

Influence of Local Media on Public Opinion by Region

Local media wield significant influence on public opinion, particularly on community issues, civic engagement, and even political attitudes. Their influence, however, manifests differently across regions due to media landscapes and audience habits:

  • United States: Local news organizations have an outsized impact on Americans’ understanding of community affairs – from city hall and school board decisions to local crime and events. A vast 85% of U.S. adults say local news outlets are important to the civic health of their community (How Americans view their local news media | Pew Research Center). Because local journalists are members of the communities they cover, their reporting can resonate more personally and foster trust across partisan lines (Trust in news media is declining across the globe | Eidosmedia) (Trust in news media is declining across the globe | Eidosmedia). Research indicates local media help keep voters informed and even moderate polarization. For example, studies have found that when a local newspaper closes, community political polarization increases as people default to national partisan media (Political polarization increases after local newspapers close). Conversely, strong local journalism is linked to more split-ticket voting and engaged, informed citizens (Political polarization increases after local newspapers close) (Political polarization increases after local newspapers close). In short, U.S. local media shape public opinion by focusing attention on local issues (which may otherwise be overlooked by national outlets) and by providing a common set of facts for community discourse. This influence is evident in issues like local elections and referendums, where local news coverage can significantly sway public awareness and turnout.
  • Europe (including UK): In Europe, the influence of local media varies by country but remains crucial at the regional and city level. Many European nations have strong regional newspapers and public broadcasters (e.g. regional BBC channels in the UK, local radio in Germany, provincial papers in France) that set the agenda on local matters such as municipal policies, regional economic developments, and cultural identity. In Germany and Scandinavia, for instance, local and regional papers are key for community integration, often enjoying loyal readerships that trust them to “keep an eye” on local officials. In the UK, local media influence manifests through local newspapers (many with centuries-long histories) and local BBC radio which connect citizens to neighborhood issues – from council decisions to community events. This coverage can mobilize public opinion on things like local environmental projects or zoning debates. However, as local newsrooms shrink, there are concerns about a “democratic deficit” where citizens might not get enough information on local governance (Review of local media in the UK). Overall, European local media often reinforce a sense of place and community; they can influence opinions by highlighting how national issues (like immigration or climate policy) specifically impact local communities, sometimes sparking grassroots action or feedback to national policymakers.
  • Latin America (incl. Brazil): The influence of local media in Latin America is shaped by the region’s social and political context. In many Latin American countries, national TV networks dominate the news narrative, but local outlets (including radio, small newspapers, and community broadcasters) play a vital role in areas that national media overlook. Especially outside big cities, local radio stations are often the primary source of news and can heavily shape public opinion – for example, a local radio show discussing agricultural prices or public safety can influence community perceptions and even local policy responses. In countries like Brazil, local radio and TV affiliates (some linked to national networks) help tailor the news to regional audiences (Brazil’s Northeast vs. South, etc.), sometimes influencing how people view national leaders or policies through a local lens. That said, political pressures are a factor – local media owners are sometimes politicians or aligned with them, which can skew coverage. Where independent local journalism thrives (such as community radio in indigenous areas or digital startups in cities), it has spurred civic engagement on issues like corruption, public health, and the environment. For example, local investigative reporting in small Brazilian towns has exposed cases of municipal corruption, swaying public opinion and prompting legal action. Overall, Latin American local media can strongly influence public sentiment on community-centric issues (crime, local corruption, social services) and can either reinforce or challenge the narratives coming from national outlets, depending on their independence.
  • Asia-Pacific: The region’s diversity makes local media influence very context-specific. In large, decentralized countries like India, local (vernacular language) media profoundly shape opinions – a Hindi or Tamil newspaper’s take on a policy will influence its readers’ views more than an English national daily might. Local language TV news in India or Indonesia reaches millions, informing public opinion in ways that national outlets in other languages cannot. In Southeast Asia, local radio and newspapers often address community development issues (health, education, local economies), influencing how people perceive government performance in their province or village. In some Asian contexts, local media also fill information gaps left by national media – for example, in rural parts of Bangladesh or the Philippines, community radio might lead campaigns on disaster preparedness or farming practices, directly shaping behaviors and opinions at the grassroots. However, in more centralized or authoritarian settings (e.g. China or Vietnam), truly independent local media influence is limited – local outlets mainly echo the national line, so their effect on opinion is as extensions of state influence rather than independent voices. On the whole, across Asia, whenever media are able to “localize” news – connecting big issues to everyday life – they tend to have a stronger persuasive impact on local audiences. (Notably, a Pew survey found high interest in local news across developing countries; in parts of Africa and Asia, over half follow local news “very closely” (National and local news paid more attention than international news globally) (National and local news paid more attention than international news globally), indicating local outlets heavily inform their worldview.)

Local Media’s Role in Climate Change Communication

Local media are increasingly recognized for their critical role in communicating climate change to the public. Because climate impacts (heatwaves, floods, wildfires, etc.) are often experienced locally, coverage by hometown news outlets can make the abstract global issue of climate change more concrete and relevant. Studies suggest that local media can enhance public understanding of climate risks by focusing on local implications – for example, a local newspaper highlighting how rising sea levels might threaten the town’s waterfront, or a regional TV report on changing weather patterns in the area (News from Home: How Local Media Shapes Climate Change Attitudes). Local outlets are often seen as more trustworthy messengers on climate topics compared to national media or politicians. In fact, surveys have found that Americans trust local news sources more than any other source for information on climate change (How local media affects climate change understanding | National Center for Science Education). One analysis noted that 72% of Americans cited local print or online news as their primary source of “trusted information” – far above those who cited national news – which underscores the advantage local journalism has in credibility (How local media affects climate change understanding | National Center for Science Education). This trust is especially crucial for a topic like climate change that can be polarizing; local coverage tends to be less partisan and more solutions-focused (e.g. covering community solar projects or interviewing local scientists), which can bridge divides.

A key example of effective local climate communication is the work of TV weathercasters as climate educators. Local weather presenters are highly respected figures – a national survey revealed that TV weathercasters are among the most trusted sources of information about global warming (Climate Matters - Center for Climate Change Communication). Leveraging this trust, initiatives like Climate Matters (in the U.S.) have empowered hundreds of local meteorologists to include climate science in their weather segments (Climate Matters - Center for Climate Change Communication) (Climate Matters - Center for Climate Change Communication). This localized approach (e.g. “how climate change is affecting our city’s rainfall”) has proven effective in increasing public awareness and concern about climate change in communities across America (Climate Matters - Center for Climate Change Communication) (Climate Matters - Center for Climate Change Communication). As a result, viewers who might tune out a national climate report may pay attention when their local trusted weatherperson explains the issue in the context of yesterday’s storm or this summer’s heat.

Regional differences: In Europe, local media (from regional BBC programs to community newspapers in Spain or Italy) have started to integrate climate reporting by connecting EU or national climate targets to local industry and jobs, thus influencing how the public perceives climate action in their area. In developing countries, local radio often plays a dual role of informing about climate science and advising on adaptation (for instance, community radio in Bangladesh broadcasting cyclone warnings and discussing climate resilience). These efforts can save lives and gradually build trust in climate information among local populations. Moreover, local storytelling around climate – such as interviews with farmers about changing crop yields or coverage of a neighborhood flood – can humanize the issue, making people more likely to believe and act on climate information. Academic research supports this, finding that localized climate news can increase people’s risk perception and willingness to support climate policies, as they see direct connections to their lives (News from Home: How Local Media Shapes Climate Change Attitudes).

However, challenges remain. Local news outlets often have limited resources and may lack specialized science reporters, leading to uneven quantity and quality of climate coverage. Sometimes local media might even downplay or ignore climate change due to political pressures or perceptions that the topic doesn’t interest their audience. Interestingly, the National Center for Science Education observed cases of small local U.S. newspapers presenting mixed messages – some stories emphasizing climate science, others sowing doubt – possibly in an attempt not to alienate segments of their readership (How local media affects climate change understanding | National Center for Science Education) (How local media affects climate change understanding | National Center for Science Education). This highlights that while local media are trusted, they must navigate community political divides carefully. Still, given their inherent trust advantage and closeness to the audience, local media are poised to be among the most effective communicators of climate change. By focusing on local climate impacts and solutions, they can inform and engage the public in ways that international reports often cannot, building understanding from the ground up.

Demographic Segmentation: Who Trusts and Consumes Local Media?

Trust in and influence of local vs. national media can vary notably across different demographic groups:

In summary, younger, more digital-native audiences show more mixed media habits and trust levels, whereas older and community-invested individuals rely on and trust local media more. Political and social identities also filter how people perceive media credibility. Recognizing these segments, many initiatives (Pew/Knight, WAN-IFRA programs, etc.) encourage local newsrooms to build trust by representing all groups in the community – for instance, by hiring diverse reporters, covering under-served neighborhoods, and engaging youth via social media. The goal is to ensure local media remain a unifying, trusted information source across demographic divides, which is vital for informed public opinion and healthy local democracies.

Key Insights and Conclusions

Across global regions, local media consistently hold a trust advantage over national and international outlets, though overall trust in media varies widely from country to country. Local news organizations tend to be seen as more credible, relevant, and connected to everyday life – attributes that give them greater influence in shaping public opinion on community issues. They serve as a critical link between citizens and the information they need about their immediate world, whether it’s a city council decision or a climate-related event in their town. High-profile studies (Pew Research, Knight Foundation, Reuters Institute) all underscore a common theme: people value news that is “close to home” and generally view their local journalists as doing a good job covering the issues that matter locally (How Americans view their local news media | Pew Research Center) (How Americans view their local news media | Pew Research Center).

However, this trust is not absolute. Public confidence in local media is fragile and can be eroded if local outlets begin to mirror the partisan slant or sensationalism often attributed to national media (Americans trust local more than national news, but public confidence is fragile and could be lost – Knight Foundation) (Americans trust local more than national news, but public confidence is fragile and could be lost – Knight Foundation). In fact, local news in the U.S. is among the least trusted local institutions when directly compared (ranking below libraries and local law enforcement, though above local government) (Americans trust local more than national news, but public confidence is fragile and could be lost – Knight Foundation). This serves as a reminder that local media must continuously earn trust through accuracy, fairness, and deep community engagement. Demographic trends also pose challenges: as older loyal audiences dwindle, younger audiences might not automatically inherit that same trust in local journalism unless new strategies (like engaging storytelling on digital platforms) are employed.

Regionally, the influence of local media remains a cornerstone of informed society. In the U.S. and UK, concerns about “news deserts” (areas with little or no local news) have spurred initiatives to reinvigorate local journalism, precisely because studies link it to reduced polarization and stronger civic knowledge (Political polarization increases after local newspapers close). In Europe, preserving a pluralistic local press is seen as key to community cohesion. In Latin America, nurturing independent local media is part of the antidote to propaganda and misinformation. And in Asia, leveraging local languages and channels is essential to reach massive and diverse populations on issues from public health to climate adaptation.

Importantly, local media play an irreplaceable role in communicating global challenges like climate change in ways people trust and understand. They can make global issues local, whether by explaining how a worldwide pandemic affects the town clinic or how international climate accords relate to local flood defences. In doing so, they often outperform distant sources in trust and effectiveness. For example, when a local outlet reports on climate change impacting neighborhood flood risk, residents are more likely to pay attention and believe it than if they heard the same from a far-off national broadcaster. This positions local media as key agents in driving not just awareness but also action on such issues, by tapping into the credibility they hold in their communities.

Going forward, maintaining and strengthening public trust in local media will be crucial. Efforts highlighted by organizations like WAN-IFRA and the Nieman Lab suggest innovation is needed – from new business models to community listening projects – to keep local news sustainable and responsive. The Edelman Trust Barometer notes that people are generally “more likely to trust what is local” in society, including local sources of news, but that trust must be continuously cultivated through transparency and accountability (Trust in news media is declining across the globe | Eidosmedia) (Americans trust local more than national news, but public confidence is fragile and could be lost – Knight Foundation).

In conclusion, while national and international media often drive big narratives, it is local media that sit closest to the public’s daily reality. High-quality local journalism, whether delivered via a printed community weekly, a city news site, or a local radio broadcast, holds a unique power to inform, unite, and empower communities. Its influence on public opinion is evident in higher civic engagement and awareness wherever local news is strong. And its relative trustworthiness, compared to larger media, is a valuable asset in an era of information overload and uncertainty. Protecting and enhancing local media across all regions is not just about saving newspapers or TV stations – it is about fortifying the very channels of information that people trust to navigate the world around them.

Sources: High-quality surveys and reports were consulted, including the Reuters Institute Digital News Report (2020–2024) (Overview and key findings of the 2024 Digital News Report) (Trust in the media in Latin America: the same old story? - LSE Latin America and Caribbean), Pew Research Center studies on global media habits and U.S. news trust (National and local news paid more attention than international news globally) (Local News Providers Beat National And Social Media In Trust: Pew 10/31/2022), the Knight Foundation’s Trust, Media and Democracy research (Americans trust local more than national news, but public confidence is fragile and could be lost – Knight Foundation) (Americans trust local more than national news, but public confidence is fragile and could be lost – Knight Foundation), the Edelman Trust Barometer (Trust in media up in UK and US, latest Edelman trust survey), academic analyses (LSE, Journal of Communication) on media trust and polarization (Political polarization increases after local newspapers close), Nieman Lab and WAN-IFRA insights on local journalism, and climate communication research highlighting local media’s impact (How local media affects climate change understanding | National Center for Science Education) (Climate Matters - Center for Climate Change Communication). These sources provide the data and case studies underpinning the comparisons and conclusions above.

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