Imagined commodities? Analyzing local identity and place in American community newspaper website banners

Abstract

American community newspapers, as well as larger daily publications, do little to articulate a sense of local identity or place in the banners of their websites, or their newspaper names atop the web page. Instead, newspapers routinely articulate a professional identity above a local one – often omitting the name of the community entirely, and only occasionally offering a major visual expression of the community. This complicates Benedict Anderson’s sense of ‘imagined communities’, which argues that local identity is constructed through clear articulation by print media; if newspaper websites ignore local identity in their banners, then community newspapers today are imaging commodity rather than community. This qualitative analysis of 40 American community newspapers and 80 daily American newspapers divides that local articulation into four categories ( absent identity, secondary identity, equal identity and visual identity) and explores implications for the academy and newspaper industry.