NCDD Nov 2025 Webinar Recap - Talking Democracy (or Not): How Local Newsrooms Choose Their Words

On November 12th, NCDD co-hosted the webinar, Talking Democracy (or Not): How Local Newsrooms Choose Their Words, with Martin Carcasson, Director of Colorado State University’s Center for Public Deliberation and former NCDD Board Chair. Held just over a week after Election Day, this timely session brought together journalists and dialogue practitioners to explore how language shapes the public’s relationship with local news and civic life. The conversation examined new research from Press Forward’s Words That Work report and reflected on how communities are engaging with local news during a period of transition, reflection, and growing complexity in civic discourse.

Panelists included Marika Lynch (Press Forward), Kimberly Spencer (Colorado Media Project / Press Forward Colorado), Linda Shapley (CoLab and CSU), and Eve Pearlman (Spaceship Media). Speakers shared diverse professional perspectives, highlighting shifts in audience language preferences, the evolving identity of journalism, and the need to center community information needs. Lynch offered an overview of the research, noting public fatigue with terms like “democracy” and “journalism” and identifying more resonant frames such as “local news and information.” Spencer reflected on shifting communication strategies with funders, noting that avoiding terms like news, journalism, and democracy — and instead framing the work as providing good civic information — helps open conversations rather than shut them down. Shapley emphasized the importance of balancing honest reporting with hopeful, solutions-oriented framing, while Pearlman underscored the power of relationships, connection, and plain language in fostering trust.

Panelists emphasized that this work is not just about choosing better words, but about cultivating the relationships, presence, and shared understanding that sustain strong communities. The discussion illuminated how thoughtful language, authentic engagement, and a focus on community-centered information can strengthen public trust and support. Read the insights and challenges that were mentioned during the event, and find the recording below!

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Key Themes & Insights

Language and Framing

• Avoiding or reframing charged terms like “democracy” and “journalism” can open doors for broader engagement.
• Phrases such as “local news and information” tested best with the public, emphasizing personal relevance and community connection.
• Progressives remained most receptive to democracy-centered language, while conservative and rural audiences responded to solution-oriented and relational frames.
• The public associates “journalism” with bias or opinion; using job titles like “reporter” or focusing on the function of informing communities was recommended.

Public Understanding and Messaging

• Many Americans believe local news is essential to democracy, but not all connect emotionally with that framing.
• Messaging should emphasize tangible benefits—how local news helps people make daily decisions, stay informed, and feel connected to their communities.
• Meeting audiences “where they are” helps build understanding, but panelists discussed the need to guide people toward deeper civic engagement eventually.

Identity and Professional Shifts

• For journalists like Shapley and Pearlman, letting go of the term “journalist” was personally challenging yet necessary for connecting with audiences.
• Panelists reflected on balancing professional identity with a broader ethos of service—centering community needs over traditional labels.

Optimism vs. Crisis

• Speakers encouraged moving away from “news crisis” and “democracy in decline” narratives, which can cause fatigue and discourage support.
• Framing local news around solutions, impact, and hope encourages sustained investment and public participation.
• Acknowledging challenges is important for transparency, but leading with crisis undermines confidence and long-term engagement.

Democracy and Inclusion

• Several participants noted that democracy has not worked equitably for all people; romanticizing the term can alienate audiences who feel excluded by the system.
• Panelists recommended using language like “civic engagement,” “community participation,” or “collaborative problem-solving” to convey the same values.
• The discussion recognized the “weaponization” of democracy in national discourse and the need for journalism to restore inclusive, community-based meaning.

Public Good and Funding Models

• Framing journalism as a public good—akin to utilities or public infrastructure—resonated with audiences but raised funding questions.
• Concerns about bias or dependency arise when public or government funding is involved, indicating a need for new, transparent models of sustainability.

Dialogue and Connection

• Pearlman described dialogue journalism as a process that starts with listening to community information needs and fostering conversation before producing stories.
• Trust is built through presence, relationships, and consistency—not authority or claims of objectivity.
• Carcasson linked this to deliberative practices, emphasizing that democracy functions best through collective problem-solving and inclusive dialogue.

Challenges to Consider

• Democracy Fatigue and Polarization: The term “democracy” has become politicized and, for some, emotionally exhausting. Panelists questioned whether the field can reclaim the word or must work around it.
• Trust and Credibility: Public skepticism toward “journalism” persists, rooted in perceptions of bias and partisanship.
• Balancing Hope with Honesty: While positive framing builds engagement, audiences still need to understand the structural crises facing local news.
• Funding Models: The discussion acknowledged unresolved tension around sustainability—how to treat news as a public good without compromising independence.
• Equity and Representation: Several speakers noted that democracy and journalism have historically excluded marginalized voices, urging caution against language that assumes universal benefit.
• Cognitive and Cultural Barriers: Participants reflected on how words trigger quick judgments; overcoming this requires listening, reframing, and patience.

Want to Watch the Webinar or Explore More?

• Watch the recording: linked here!
• Check out the curated resources from the webinar: linked here

Stay Connected

If you’re inspired by the ideas and insights shared in this conversation, we invite you to stay connected with NCDD and our partners at Colorado State University’s Center for Public Deliberation. Together, we’re working to strengthen the relationships between dialogue and deliberation practitioners, local newsrooms, and media leaders who are helping communities engage across differences and shape a healthier civic landscape.

Whether you’re a journalist, facilitator, funder, educator, or community builder, there is a place for you in this growing network. By joining NCDD, you can continue learning from others in the field, access practical tools and resources, and find support for your own engagement and storytelling work.

Continue the conversation, explore upcoming events, and join the community at ncdd.org/join!