People turn to local media for information during crises such as the coronavirus pandemic (COVID-19). What factors impact media consumers’ decisions about which local television news broadcast to watch? This study argues that media consumers infer the partisanship of local television affiliates — judging local Fox and NBC news broadcasts to be right and left slanted, respectively, based on their perceived associations with Fox News and MSNBC. Using the results from a representative survey of Americans (N = 5,461), the study demonstrates that local Fox and NBC viewers are significantly more likely to watch Fox News or MSNBC. As a result, watching local Fox is associated with less coronavirus risk because media consumers choose local Fox believing that it will align with their existing conservative views. This study demonstrates the importance of the perceptions of local news partisanship in influencing the consumption of critically important local crisis news.
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