Understanding Local News Social Coverage and Engagement at Scale During the COVID-19 Pandemic

Abstract

During the COVID-19 pandemic, local news organizations have played an integral role in keeping communities informed about the spread and impact of the virus. We explore how political, social media, and economic factors impacted the way local media have reported on COVID-19 developments at a national scale. We construct and make available a dataset of over 10,000 local news organizations across the U.S. and their social media handles. We use social media data to model the population reach of outlets, and the underlying content relationships between them. Building on this data, we analyze how local and national media covered four key COVID-19 news topics: Statistics and Case Counts, Vaccines and Testing, Public Health Guidelines, and Economic Effects. Our results show that news outlets with higher population reach have reported proportionally more on COVID-19 than more local outlets. When broken out by topic, we observe that the Statistics and Case Counts topic is covered proportionally more by outlets that have a lower population reach and are in more Republican-leaning areas, an effect which is re- versed for the Economic Effects topic. Our analysis further shows that while social media audiences generally engage less with outlets with a smaller population reach, they tend to engage more with these outlets on posts about COVID-19. People also use relatively more emotive reactions on the posts of low population reach outlets. Finally, we demonstrate that COVID-19 posts in Republican-leaning counties generally receive more comments and fewer likes than in Democratic counties.