Community media (or community broadcasting) refers to media organizations that are owned, controlled, and operated by and for a community, serving its specific interests. These media outlets can take various forms, including print, broadcast (radio and television), and online platforms, and typically operate on a non-profit basis. Community media are characterized by four core principles: community ownership and control, community service, community participation, and a non-profit model.
They often publish in local languages and rely on volunteer contributions, making them affordable and accessible. While traditionally associated with geographical areas, the concept of “community” has expanded to include communities of interest, such as women, LGBTQ+ groups, religious communities, and people with disabilities. This is especially evident in countries like South Africa and the Solomon Islands, where community media serve marginalized voices. Furthermore, virtual communities formed through social media platforms are increasingly seen as part of the community media landscape, provided they align with the core principles.
Community media play a crucial role in fostering media pluralism and supporting democratic functions such as voter education, particularly in reaching audiences that mainstream media may overlook. However, community broadcasting is often subject to regulations that prohibit political campaigning, necessitating careful oversight during election periods.
Definition Community media are forms of media that function in service of or are operated by a community. They include alternative, participatory and collaborative media practices that have developed in the context of community media, citizens' media and other forms of journalism outside mainstream media.Deuze, M. (2006).7(3), 262-280. doi:10.1177/1464884906065512, "Ethnic media, community media and participatory culture. Journalism: Theory, Practice & Criticism". They can provide access to or create local alternatives to mainstream broadcasting,[Milan, S. (2009) 19(4-5), 598-609. doi:10.1080/09614520902866421], "Four steps to community media as a development tool. Development in Practice". including community newspapers, radio stations and magazines.[Opubor, A. E. (2000).1-25], If community media is the answer, what is the question. Promoting community media in Africa. Community Media aids in the process of building citizenship and raising social awareness. "Participation" and "access" are important aspects of community media. Those who create media are encouraged to provide a platform for others to express their views. Community media is often defined differently by different groups, but its broad range of forms can make the boundaries of the concept difficult to establish.
Community media are generally defined as a distinct sector of the media because of their independence, basis in civil society, and provision of a social service rather than a focus on profit.UNESCO "Community Media: A Good Practice Handbook" 2011. Retrieved 2018-07-27KEA European Affairs "The State of Community Media in the European Union. Research Report Prepared for the European Parliament" 2007. Retrieved 2018-07-27 They serve as a third sector of the media alongside private and public media and provide communities with a platform to express their concerns about local issues, participate in democratic debate, and access reliable information. There is no consensus on a single definition, as each region has developed different forms of community media. Community media can also be considered mass media, although it generally serves a smaller and more localized audience than mainstream media.
Modes of community media Community media can take all the forms of other conventional media, such as print, radio, television, Web-based and mixed media.
Community radio is particularly widespread around the world with radio stations being founded to inform their listeners on issues important to the community.
Community television is a form of mass media in which a television station is owned, operated, or programmed by a community group to provide television programming focused on local interests.
Grassroots media Grassroots media is focused more specifically on media making by and for the local community that it serves making the discussion more narrow and precise.Riismandel, Paul "About Grassroots and Community Media" September 1996. Retrieved 2013-04-30 It is essentially a subset focusing on small scale media projects which aim to bring different visions and perspectives to the "codes", that are so easily embedded in the social psyche.
Challenges Despite the social service they provide through their focus on local issues, community media often face a number of challenges, including unfavourable regulation, censorship, unfair licensing processes, inequitable access to the frequency spectrum, lack of formal recognition, low funding, lack of skilled journalists and media professionals, and competition from private and state broadcasters.UNESCO "Community Media Sustainability Policy Briefs" 2017. Retrieved 2018-07-27
By region
United States
The first Public-access television station in the United States considered to be community media was set up in 1968 in Dale City, Virginia. It was managed by the city's Junior Chamber of Commerce and ran programming for two years without advertising. It closed due to lack of financing, equipment, and infrastructure. Another early example of community media is found in the counter-culture video collectives of the 1960s and 1970s.
Videofreex, Video Free America, and Global Village used new technologies to the benefit of community interests. In addition, the Raindance Corporation founded by Michael Shamberg, Paul Ryan, and others became known as "guerrilla television." The premise of guerrilla television was to non-violently blaze a new trail for the creation of media as an alternative to broadcast television. This initial activity was made possible by Sony's introduction of the video Porta-Pak.
Current status Community media in the US does have some lobbying efforts. One of these is the Alliance for Community Media, which "works to protect the interests of [communitymedia centers]". They do not provide technical training for running multimedia operations rather, they work to support these centers through advocacy and education about what community media is. A major resource for those seeking access to community media in the United States was the Community Media Database. The Community Media Database acted as a directory for the community media companies located around the United States. Here, users could use the interactive map to find community media access in their area, as well as other resources on organizations whose focus is to advance the cause of community media within the country. The CMD appears to now be defunct. The Alliance for Community Media also represents local community groups, public schools, religious institutions, colleges and universities, government officials, second language communities, and national institutions (NASA, the US Department of Education, the US Army).To become a single member of the alliance one must pay a fee of $200. This fee is for those who work for the cause of Community Media and the ACM (e.g. staff, government officials, board directors). Supporters can pay a fee of only $50 and get membership to the regional group, single access to the ACM listserv, and discounted rates to ACM and Regional conferences and educational events. Examples of people who would get the supporter members are volunteers, students, and retirees. However anyone can sign up to get updates and newsletters from the ACM for free. An example of Community Media can be found in Washington, D.C., with a focus on the fight to gain statehood for D.C. One site for community media include the DCi Reporter which is an online website reporting D.C. area news and statehood news. Another is the public access, DCTV which has a wide variety of programming for D.C. residents, and also reports on D.C. statehood news.
The Benton Foundation is a non-profit organization founded by Charles Benton in 1981 to ensure that media "serves the public interest and enhances democracy". The foundation seeks to raise awareness and accessibility to community within the United States. They also have a strong focus on ensuring that media contents responsive and centralized to local communities.
Canada Canada also has a central role in the development of community media and is by many considered the birthplace of community broadcasting. In the 1960s, the National Film Board of Canada set up a project called Challenge for Change which was a series of documentary films addressing socio-economic issues. Once again Sony's Porta-Pak proved revolutionary in Canada as well. In 1968, filmmakers Bonny Klein and Dorothy He`naut persuaded Challenge for Change to take on more local community issues. During the same year they trained members of the St. Jacques Citizens' Committee in video production. The committee went into the Montreal slums and captured interview footage with poor people and then presented the video in public meetings for discussion.
The history of community radio dates back to amateur radio organizations that formed in 1906. From a historical perspective, the seminal example of community radio is Lewis Hill's Pacifica Radio. KPFA in Berkeley, California began broadcasting in 1949 after acquiring an FCC license for FM spectrum. This first Pacifica station was funded through listener support and philanthropic foundations. Pacifica's mandate, that Hill expressed as "to engage in any activity that shall contribute to the lasting understanding between nations and between the individuals of all nations, races, creeds, and colors," has served to frame the community media movement through its historical and technological development.
China Community media in China serves as a tool for the propaganda department to promote its ideologies. It is a strictly government operated media includes television, radio and newspaper. This refers to the unique historical condition (Tiananmen Square Protests) of a wealthy and powerful Communist Party-governed state that lacks democracy. The Communist Party governs everything and everyone, and answers to thing but itself. It stands above the law. WeChat has all the features of Facebook Messenger, the usefulness of Venmo and PayPal. Users can post Moments on their walls, order taxi service or movie tickets, and in general utilize the app not just for communication but for daily services. Anything that is posted on or is sent out to friends on WeChat are being monitored by the Chinese government.
"Sina weibo" is like a Chinese microblog. There are almost 540 million people are users of Sina weibo. It is a stage for people to post their comments, pictures, videos, articles and advertisements. Many celebrities use this stage to post advertisement and promote their brands. Not only the Chinese celebrities are using Sina weibo, there are Korean, Hollywood celebrities are communicating with their followers through this community platform.
Bangladesh Community media are widely recognized by governments, international development agencies, and civil society organizations alike as key agents of participatory development. Their reach and practices are a unique way of reaching and involving people. This is particularly true of community radio, the most prevalent of all community media, which is a vital alternative both to state owned and commercial private radio. Community radio's affordability and reach make it a powerful agent of social change.