Local Newsfluencers and CSOs Emerge as Key Community Information Sources
In a dynamic media landscape, local newsfluencers and civil society organizations (CSOs) are rising as vital sources of community information. This transition was debated at the Knight Media Forum and is mirrored in a 2025 survey where 44% of respondents stated they learn about their community via social media. In North Carolina, with 241 local news providers and 480 CSOs, the role of these non-traditional information providers is growing increasingly significant.
Rob Robinson, a local newsfluencer in Asheville, NC, has been at the forefront of this change. His YouTube video advocating for zoning reform illustrates the impact of these digital influencers. Similarly, CSOs like the NC Cambodian Culture Center are effectively reaching communities with local information.
The Knight Media Forum has been exploring this expanding definition of journalism. A key theme in 2025 is the importance of non-traditional information providers. To facilitate collaboration, an online registry is being created to surface these local news providers and CSOs. A data visualization element will showcase the content produced by these outlets and organizations across different locations.
The future of local journalism is evolving, with traditional news providers joined by newsfluencers and CSOs. As seen in North Carolina, these non-traditional sources are filling information gaps and engaging communities. The Knight Media Forum's discussions and the upcoming online registry reflect this changing landscape, where 44% of people now learn about their community on social media.
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