Decoding Community Proximity Discourse: A Mixed-Methods Comparative Analysis of Online Local and National Newspapers in Romandy, Switzerland

This paper introduces a mixed-method approach to media analysis, integrating quantitative linguistic metrics with qualitative content analysis grounded in Fairclough's model of discourse analysis—to incorporate external socio-cultural contexts—and Goffman's frameworks of frame analysis and interaction—to examine social behaviors, including those of journalists. Our pipeline of analysis comprises statistical examination of linguistic features—including quotation extraction, readability, and lexical richness—named entity extraction, and topic modeling, and concludes with a grounded theory content analysis for qualitative insights. Applied to a comparative study of local versus national news in Romandy, Switzerland, this approach uncovers strategic divergences in narrative construction and audience engagement. In a media landscape where local news outlets face economic challenges and recent mass layoffs, this research appears timely. Local news is shown to prioritize community-centric content, fostering direct connections with readers, while national news employs sophisticated storytelling techniques to engage a broader audience. These findings highlight the distinct roles and strategies of local and national media in shaping public discourse and community identity.By synthesizing quantitative and qualitative methodologies, this study provides a nuanced understanding of media strategies and audience engagement. It underscores the need for a comprehensive analytical approach to navigate the evolving dynamics between media outlets and their audiences.