Many studies show that access to reliable, local information improves democratic health in terms of civic engagement and electoral participation and vigilance against corruption. Conversely, the erosion of local media creates "media deserts" that weaken democracy.
It remains to be demonstrated and made visible to readers. As local elections approach, independent newsrooms have an opportunity to reaffirm their role: interest in local news intensifies, voters seek to make informed choices, and some need help understanding electoral rules or finding their way to the ballot box. On this front, local media can provide concrete proof of their usefulness.
Make the ballot understandable
Specific rules, sometimes overlooked expertise, local figures with less media exposure… In this context, local media play a decisive role: they do not merely relay the highlights of the campaign, but help inform voters, contextualize the stakes, and make the election intelligible.
For a long time, traditional journalism turned away from any educational approach, suggesting that guiding the public in understanding the stakes was "inferior" work or secondary compared to the pursuit of facts, just the facts. Today, newsrooms increasingly recognize that this demand for rigor is in no way incompatible with a commitment to accessibility. Adapting the presentation, explaining technical terms, or making institutional mechanisms understandable does not weaken the quality of journalistic work; quite the opposite. These efforts are entirely consistent with the primary mission of newsrooms: to inform the public.
A few months ago, we interviewed several media outlets, including Mediapart, L'Informé and Disclose, about the "after-publication" phase, work carried out after an investigation is published to broaden its reach and facilitate understanding through formats adapted to platforms (Instagram carousels, TikTok videos, etc.). Practices that go beyond mere communication or marketing, but represent a fully journalistic approach: extending the investigation, clarifying its stakes and enabling the public to engage with it as widely as possible.
As part of the municipal elections, several newsrooms are adopting this role of "explainer" through adapted formats. Mediacités for example offers interactive and visual pages that directly answer readers' questions, clarify technical terms and identify the key issues and stakeholders in the election. In Marseille, Marsactu for its part publishes "how-to" guides, explaining for example the city's new voting system.
Produce actionable information
During this election period, some news outlets are actively helping their readers find their bearings or rediscover how to get to the polls. This shift reflects expectations expressed by part of the public, notably younger audiences. The Next Gen News study, conducted by the Knight Foundation with FT Strategies, highlights that young audiences expect useful and actionable information. In other words, content that does more than explain their environment—it enables them to take part in it.
During a local election, this link between information and democratic action becomes particularly tangible. In Augsburg (Germany), Augsburger Allgemeine distributed QR codes throughout the city. Each point then led to contextualised articles explaining the parties' proposals on specific local issues (childcare, transport, urban planning). A way to materialise the connection between information and its concrete impact on the public's daily life.
In more rural areas, some media outlets continue to rely on printed guides to reach less connected audiences. As INN News points out, the Texas Tribune team in the United States found QR codes to be ineffective and instead favored printed guides containing practical information, including voting dates.
But launching new formats, however relevant they may be, is not always compatible with the human and financial resources of newsrooms. Innovation doesn't necessarily mean producing more: a simple strategic redirect or better promotion of archives can be enough to strengthen, in a measured way, the editorial impact of its content during the election period (highlighting past investigations, flagging useful dossiers, creating reading paths…) In Brittany, Splann ! for example identifies its election-related articles thanks to a dedicated tag, allowing readers to quickly spot relevant content during this period. Simple but effective.
Reaffirm its democratic utility and its values
Unlike Anglo-Saxon media, French media do not have a culture of "endorsement"—that is, direct support for a candidate. Yet some independent newsrooms do assume the responsibility of characterizing the rise of the far right as a democratic threat and combating it journalistically. This positioning reflects above all editorial consistency: defending the space in which independent journalism can exist and fully fulfill its mission.
A breach of objectivity that could push the public away from media they would judge as biased? American tech journalist Casey Newton supports the opposite idea. According to him, taking clear positions on certain fundamental principles strengthens trust rather than weakening it. This transparency does not nullify journalistic standards; it clarifies them. It's better to make your perspective explicit than to hide behind an abstract objectivity that hardly anyone believes in anymore. In his newsletter Platformer, he publishes a page clearly detailing his positions on key topics, so readers can get a precise sense of his biases. In France, StreetPress notably took an open stand during the 2026 municipal campaign, embracing a political struggle against the rise of far-right movements and the desire to provide journalists and citizens the tools to document and counter it.
Owen Huchon
This transparency requirement aligns with expectations highlighted by the Next Gen News study. Respondents showed a stronger attachment to clarity of intent and editorial consistency than to traditional objectivity, which they perceived as abstract. To this is added another essential dimension: credibility through lived experience.
In the context of local elections, newsrooms have a precise opportunity to demonstrate their expertise through their local roots: deep knowledge of the territory, shared experience with their readers, and proximity to concrete issues. Media outlets are not mere external observers; they are part of the local ecosystem they document. How can they prove this? By organizing events, inviting residents to engage, gathering testimonies… Santa Cruz Local, a California-based local news outlet, for example went directly to meet residents by organizing or participating in about ten community events: markets, book clubs, neighborhood gatherings. The newsroom conducted over 200 interviews there, supplemented by an online survey. Thus, beyond simply gathering information, this approach fully repositions the media as an actor, even a catalyst, of exchanges and meetings ahead of elections.
Municipal elections offer local newsrooms the opportunity to demonstrate tangibly their value for democracy and their community. Informing, contextualizing, making information actionable, and experimenting with new formats are all levers to strengthen the bond with the public. For media leaders, the question is no longer whether to engage, but how to do so effectively and strategically, by balancing innovation, resources, and impact.
