July 29, 2022



One Country Project Releases Q2 2022 Media Analysis

Washington, D.C. – Today, One Country Project (OCP) released its Q2 media analysis, the second in a series for 2022. The analysis compares traditional media coverage from rural and national outlets, as well as rural traditional media and social media. From April to June, these media landscapes focused on abortion, inflation, and energy and climate.

“This ongoing research continues to shed light on the most important topics that rural citizens and media are discussing, as well the differences in conversations with urban and national audiences. The analysis is critical, as it highlights the policy interests that are most pressing to rural Americans today,” said OCP founder Heidi Heitkamp.

“Overall, the three key issues – abortion, inflation, and energy – emerged across states, with audiences calling out ‘hypocrisy’ on both sides of the aisle. Pro-life beliefs were framed as hypocritical to pushback on gun reform, while pro-choice beliefs were framed as hypocritical to support of vaccine mandates. Regarding inflation, Democrats focused on the hypocrisy of Republicans voting against the “Price Gouging Bill” and their faults in creating economic issues that Democrats must clean up. In the energy sector, electric vehicles remained a focus in discussion, but hypocrisy was again highlighted, focusing on gas powered grids that are needed to charge the vehicles.”

“Rural social media users are on a hunt for accountability and prioritization, and it is crucial Democrats take better control of the conversation. As we approach the August recess, Democrats must listen to and acknowledge the stories and calls from rural Americans in order to create effective policy and gear up for the midterm elections.”

The key findings of the second quarter media analysis include:

Media Coverage Key Findings

  • Gun policy has propelled national coverage of crime, while rural outlets focus on occurrences of crime and are less likely to discuss policy.
  • Coverage of the Dobbs v. Jackson ruling focused on future impacts in both rural and national coverage.
  • Rural coverage of international affairs increased as focus shifted from Russia to a broader set of issues including immigration.
  • Rural news coverage of inflation was moderate in volume, and inflation was more central to national news coverage.

Social Media Topic Analysis Key Findings

  • Discussion of emerging events and policy implications around mass shootings and the Dobbs v. Jackson decision emerged as the primary focus on social media.
  • Corporate greed has grown as a central theme within the overall conversation on inflation and is a key moment of political unity. Discussion of record corporate profits and blame on oil CEOs for rising prices is also promoting skepticism around government spending and tax breaks received by these companies.
  • Climate and energy social media conversations remained critical of gas prices and sensitive to cost more broadly. Skepticism over the transition to clean energy broke out in discussions of electric vehicles, and the thread of hypocrisy continued as reliance on an oil powered grid to charge the vehicles was highlighted. The effects of climate change were discussed as Europe experienced a heat wave and a debate over the urgency of the issue emerged as blame shifted from country to country.
  • Pro-choice activists have dominated the online abortion conversation since the initial draft opinion leak. Momentum of volume in the conversation has been sustained through personal stories and focus on the future effects of the ruling including other freedoms and privacy at risk.



View the media analysis here.


About One Country Project

The One Country Project, founded by former U.S. Senator Heidi Heitkamp, is working to promote greater opportunities for rural communities and ensure leaders earn their support. One Country is reengaging with rural Americans, serving as a clearinghouse of research and information for rural Americans, and working to ensure leaders regain trust by fighting for these communities. To learn more, visit the website,