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Mapping Information Ecosystems to Serve Local News Needs

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Workshop at People-Powered Publishing Conference in Chicago, November 15, 2018 with Fiona Morgan, Branchhead Consulting. Toolkit of asset mapping and digital ethnography for community invention.

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Mapping Information Ecosystems to Serve Local News Needs

  1. 1. FINDING WATER IN A MEDIA DESERT: MAPPING INFORMATION ECOSYSTEMS TO SERVE LOCAL NEWS NEEDS SYSTEM AND STAKEHOLDER MAPPING, PART 1 People-Powered Publishing Conference Dr. Michelle Ferrier and Fiona Morgan November 15, 2018
  2. 2. PEOPLE- POWERED PUBLISHING CONFERENCE 2018 CLINIC TRACK Mapping Part 1* •Understand community assets before you build Mapping Part 2 •Use systems thinking to build something new Organizing •Build trust and build power Event design •Convene your community through dialogue Collaborative reporting •Partner with your community for accountable reporting *You are here DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  3. 3. OUR CLINIC Asset-Based Framework Digital Ethnography Geomapping Tools DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  4. 4. INTRODUCTIONS DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  5. 5. INTRODUCTIONS YOUR PROJECT IN ONE SENTENCE YOUR NAME DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  6. 6. POSTURE TOWARD COMMUNITY DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  7. 7. BEFORE YOU BUILD, ASK YOURSELF What are you building on? Who are you building with? DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  8. 8. POSTURE TOWARD COMMUNITY, ENGAGEMENT PRINCIPLES AT WORK Three principles emerged in early Journalism That Matters work around Experience Engagement and Elevate Engagement: 1. Speak Truth to Empower 2. Listening is Our Superpower 3. Nothing About Us Without Us DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  9. 9. DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  10. 10. P. 7 ENGAGEMENT FRAMEWORK DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  11. 11. DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  12. 12. ASSET-BASED COMMUNITY DEVELOPMENT DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  13. 13. ASSET-BASED APPROACH • Asset-based community development (ABCD) • Asset lens vs. deficit lens • Building on capacity • More sustainable DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  14. 14. PRINCIPLES OF ASSET-BASED COMMUNITY DEVELOPMENT • Everyone has gifts: Each person in a community has something to contribute. • Relationships build a community: People must be connected in order for sustainable community development to take place. • Citizens at the center: Citizens should be viewed as actors—not recipients— in development. • Leaders involve others: Community development is strongest when it involves a broad base of community action. Source: ABCD Institute, De Paul University DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  15. 15. PRINCIPLES OF ASSET-BASED COMMUNITY DEVELOPMENT • People care: Challenge notions of "apathy" by listening to people's interests. • Listen: Decisions should come from conversations where people are heard. • Ask: Asking for ideas is more sustainable than giving solutions. • Inside-out organization: Local community members are in control. • Institutions serve the community: Institutional leaders should create opportunities for community-member involvement, then "step back Source: ABCD Institute, De Paul University DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  16. 16. TYPES OF COMMUNITY ASSETS Individuals Associations Institutions Physical Assets Connections Storytelling /Culture DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  17. 17. DIGITAL ETHNOGRAPHY PRACTICES DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  18. 18. DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  19. 19. WHAT IS A “MEDIA DESERT”? • A media desert is a geographic area that is lacking access to fresh, local news and information. • This condition may be as a result of a lack of content, access, language barriers and other issues. • “News Deserts” as a term doesn’t account for all conditions, such as the influences of code, conduits and content AND geography. DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  20. 20. MAKING THE INVISIBLE VISIBLE: WAYS OF SEEING How do you know what you know about your community? How are you ensuring that you are mapping the community assets?. DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  21. 21. DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  22. 22. WAYS OF SEEING: MAPPING TOOLS • Honing digital ethnography methods to provide deep content analysis. • Create community media audit tools for public and private use. • Add additional data layers such as community weeklies, alternative weeklies, hyperlocal online news sites and other media platforms. DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  23. 23. CHESTERHILL, OHIO (MORGAN COUNTY) DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  24. 24. TOOL: GOOGLE EARTH WALKAROUND DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  25. 25. TOOL: GOOGLE EARTH WALKAROUND DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  26. 26. BEYOND DEMOGRAPHICS: USER PERSONAS, STAKEHOLDER MAPPING, INCLUSION DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  27. 27. SOCIAL MEDIA MONITORING • WE USED GOOGLE ALERTS, HOOTSUITE, BANJO, KRZANA AND OTHER SOCIAL MEDIA MONITORING TOOLS. • WE MONITORED COUNTY ACTIVITY FOR 10 WEEKS • WE GENERATED WEEKLY REPORTS OF ACTIVITY. • SOCIAL INFLUENCERS WERE ADDED TO COMMUNITY DASHBOARD DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  28. 28. COMMUNITY SOCIAL DASHBOARD DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  29. 29. DIGITAL ETHNOGRAPHY REPORT: ADAMS COUNTY • Adams County, OHIO: http://zipit.staging.communityq.com/stories/adams- count- 2,99?preview_key=2a8a21386e905569a627e270d3167139&ts=154223779 0 • Taking Stock: Community Information Toolkit: https://www.knightfoundation.org/media/uploads/publication_pdfs/2011 _KF_Community_Information_Toolkit.pdf DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  30. 30. STAKEHOLDER MAPPING: FLOW MAPS DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  31. 31. USER PERSONAS • A way of making visible different user groups discovered through digital ethnography work and engagement in real life. • We looked across 20+ counties in SE Ohio and examined the types of people that we saw online. We dove into their profiles to come up with user personas of their needs, hopes, media literacy and other needs. DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  32. 32. USER PERSONAS • We designed targeted news/information and health communication strategies to reach each user persona. DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  33. 33. EVERY DOOR DIRECT: INCLUSIVE SURVEY DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  34. 34. EVERY DOOR DIRECT (EDDM) SURVEY DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  35. 35. TARGETED CONTENT MAILING/REPLY CARD Thank you for participating! 1. Name a few of your favorite LOCAL NEWS or INFORMA- TION sources? _____________ _____________ _____________ _____________ 2. Which range includes your AGE? [ ] 0-17 [ ] 30-39 [ ] 18-20 [ ] 40-49 [ ] 21-29 [ ] 50 or older 3. Of ALL the local news and information sources you use, how well do those sources give you what you need? [ ] ALL of the information matters to you [ ] SOME of the information matters to you [ ] NOT MUCH of the informa- tion matters to you [ ] NONE of the information matters to you 4. List a few LOCAL SOURCES of information or NEWS that you might refer to DAILY. _____________ _____________ _____________ _____________ 5. What is your GENDER? [ ] Female [ ] Male [ ] Other (specify) ______________ 6. Check LOCAL TOPICS you might want to learn more about. [ ] Local politics and elections [ ] Other local government activity, council meetings, or hearings [ ] Local weather [ ] Local arts and cultural events [ ] Local breaking news [ ] Local job openings [ ] Local zoning and development [ ] Local social services (housing, food, health and/or child care). [ ] Health care [ ] Education/Job training [ ] Environmental/Agriculture [ ] Local people/neighbors [ ] Other ___________________ Do you AGREE or DISAGREE with the following statements. Please use the scale below. Strongly Strongly Disagree Neutral Agree 1 2 3 4 5 7. When I make life decisions, nformation is readily available, within my communIty. 1 2 3 4 5 8. I have attended community events in the past 6 months. 1 2 3 4 5 9. I am actively involved in local organizations and/or clubs. 1 2 3 4 5 10. Most people can be trusted. 1 2 3 4 5 11. In my community people are willing to help others in need. 1 2 3 4 5 12. I feel part of the community. 1 2 3 4 5 13. My community has a reputa- tion for being safe. 1 2 3 4 5 What’s the 411? Whose got what? Hello! We’re your friends, business owners and people in your neighborhood. And we want to get to know you. How can we connect better with each other? How do we get news and information? How do we learn what’s new that’s hap- pening right around us? LOCALSURVEY Howdoyoulearnabout what’shappeninginyour town? Please help us by answering a few questions about what media sources you currently use. The Media Seeds Project is working with residents to build inclusive information re- sources in rural communities in Southeast Ohio. Rural Action is working to build entrepreneurial communities through their Big Bend Entrepreneur Support Team (BBEST). BBEST works with local businesses owners to connect them with resources that they need to grow and thrive. For more information on the Media Seeds project: www.mediaseeds.wikispaces.com Please return by June 30, 2018 Thank you for helping usgrowour community connections! DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  36. 36. DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  37. 37. TAKING THE TOOLS INTO COMMUNITIES Now, what to build? DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018
  38. 38. FOR MORE INFORMATION DR. MICHELLE FERRIER • Michelle.ferrier@famu.edu • @mediaghosts • www.mediadeserts.com FIONA MORGAN • Branchhead Consulting • Branchhead.consulting@gmail.com DR. MICHELLE FERRIER & FIONA MORGAN, PEOPLE-POWERED PUBLISHING CONFERENCE, NOVEMBER 15, 2018

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