From dead bills to new ideas: How policy discourse is reimagining local journalism in the United States

In recent years, numerous federal and state bills have been introduced in the United States to address the ongoing crisis in local journalism—most of which have ultimately failed to pass. While prior research has largely focused on journalism innovation and market-based solutions, the potential for institutional change driven by legislative efforts remains underexplored. This study examines the evolving discourse on local journalism policy through an analysis of three key types of texts: legislative bills, inquiry reports, and industry predictions published by NiemanLab. Using the concept of policy image within a discourse analysis framework, the study reveals how legislative texts interact with expert reports and unfolding events to reshape dominant ideas in media policy. Specifically, it traces a discursive shift in the perception of public funding for journalism—from a politically untenable concept to a viable policy alternative increasingly endorsed by media professionals. The findings suggest that even failed legislative attempts can play a role in institutional transformation by challenging existing media structures and cultivating new expectations for policy. By illuminating the discursive dynamics behind this shift, the study provides fresh insight into the long-term implications of media policy debates and the emerging vision of a publicly supported journalism system.