Civic Journalism: Six Case Studies
SAN FRANCISCO, CALIF.
“Voice of the Voter”
Let us hear your voice,” read the tantalizing box in the San Francisco Chronicle.
Within hours of that invitation on March 21, 1994, residents of the Bay Area were speaking loud and clear — thanks to “Voice of the Voter,” an innovative partnership formed by the San Francisco Chronicle, KRON-TV, and KQED-FM. Their goal: to open a three-way dialogue among the people, the candidates, and the news media during the 1994 election.
The response started with dozens of calls to “Voice of the Voter” voice-mail hotlines operated by KQED and the Chronicle; letters and e-mail soon followed. With few exceptions, they came from people eager to have a say in their political present and future.
Mark Francis of Petaluma phoned KQED radio from his car: “I’m concerned about the economy, my son’s school, and the environment we live in. What I don’t care about are politicians’ sex lives and 20-year-old real estate deals. I’m encouraged by your project and I hope something comes of it.”
Or Leigh Marriner of Green Brae, thrilled by the chance to “get past the surface where politicians usually have to stay.” Or Stephen Fine of San Francisco, who asked KQED for in-depth coverage of candidates’ voting records, adding, “This sounds like a breath of fresh air.”
That instant interest was a safety net for the media partners, who were inching along a tightrope as they tried to find a balance between the traditional coverage that treats campaigns as horse races, and a newer concept called civic journalism that asks journalists to treat people as participants, not spectators.
“Voice of the Voter” was a radical departure for the three partners. The project broke down barriers among newsrooms as the partners shared resources and made joint editorial decisions without relinquishing independence. Editors and reporters brought the public into the political dialogue without abdicating their responsibilities as journalists.
During its 11-month run, “Voice of the Voter” had several high-water marks:
- Several thousand readers, listeners, and viewers took part by asking candidates questions, offering comments on the issues, or participating in forums.
The partners used the power of the press to force the candidates to listen — and respond — to what the people had to say. For example, Kathleen Brown, the Democratic front-runner for governor, agreed to record answers to citizens’ questions only after learning the Chronicle was running a story about her refusal to participate. “You have us cornered,” another candidate’s press person told KRON producer Stacy Owen.
- The partners, realizing their message wasn’t reaching beyond their traditional audiences, formed working relationships with dozens of foreign-language media and community organizations that serve San Francisco’s multitude of ethnic groups. After the primary, KQED-FM hired a part-time community coordinator and produced fliers in Cantonese, Vietnamese, and Spanish to increase outreach.
- The partners and a civic co-sponsor produced the only gubernatorial debate before the June 7 primary, a 90-minute session broadcast statewide. A panel of journalists questioned the three Democratic front-runners while a fourth panelist, from the civic group, asked questions that had been phoned or mailed in by readers and viewers.
- Voter registration reached a new high. Nearly 40,000 prospective voters responded to an unprecedented fall registration drive inspired by “Voice of the Voter.” The drive was led by the Chronicle and picked up by other Bay Area newspapers. The papers, with the cooperation of the California secretary of state, distributed the actual registration form as a newspaper insert. The state was so pleased with the outcome, it hopes to expand the program.
- The project drew critical acclaim from fellow journalists, winning a respected award from the local chapter of the Society of Professional Journalists for public service in broadcasting.