Word-of-mouth helps in the sharing of hyperlocal news

What is it about?

Compared to some more “modern” techniques, such as email and social media, word-of-mouth is still the main way in which readers of hyperlocal news websites share the news they read. Those who are more engaged in their communities are more likely to share hyperlocal news with their neighbors than those who are not as engaged. Those who are less educated are more likely to share hyperlocal news via social media than those with more education.

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Why is it important?

This paper highlights the importance of word of mouth and neighborhood involvement in hyperlocal news sharing and community engagement. This project provides both practical and theoretical implications. For hyperlocal news agencies, this study suggests that they may consider increasing their offline promotion, and increase their reporting of neighborhood events to increase their stories being shared. For researchers, the findings contribute to their understanding of the role of social media for news in the lives of individuals with low educational backgrounds, and the continued importance of conventional communication channels on hyperlocal news sharing and community development.

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