Give us an overview of the work you and your colleagues are doing at the LIFT Project.
The LIFT Project seeks to throw away the model of centering the legacy of journalism — where you’ll walk into a newsroom and say, “This is bad, let’s find ways to fix it,” and instead, center communities and think about the solutions they would want. We really take a “meet you where you’re at” approach.
We survey community members here in the Twin Cities about how much they like the news, how much they watch it, why they do or don’t watch the news, and who they trust to give them the news.
What are you hoping to accomplish with these surveys?
We want to figure out who the community gets their news from, and then we talk to those people about what kind of news they give, how they get the information, how accurate the information is, and what their experiences are with the media and what it’s been like. Do they have an opportunity to have a voice? If not, what can we do to fix it?
The idea is not to network trusted messengers with the whole newsroom, because we can't fix that legacy, but to network them with the change agents who are doing the work in our newsrooms that is hard and grueling. We’re figuring out how to connect these Black journalists with the communities they’re reporting on so they can also help bring in new sourcing narratives for their broader newsroom.
How do you foresee the expansion of this model in other communities across the U.S.?
It would be shortsighted to say that I could just scale this and it would be perfect in another city. What I hope is that we are able to expand into other spaces with this model of “meet them where they’re at” and gather information in a safe way to identify whose voices are missing. The idea of LIFT was “lift your voice,” right? And if those voices were there, people might be more willing to engage with the news.
“ It’s not a perfect model, but I think that it's at least an anti-racist model that says, 'We've done harm in your community as a news organization, so we’re going to let your community have more space, and more opportunities for a voice that you didn’t have before.' — Danielle K. Brown ”
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