Broadly speaking, Ellie Rennie [2006] describes community media as "community communication." Fundamentally, defining the term in an absolute way is difficult to understand because it can be applied in so many forms, applied by many different people, and addressed such a wide range of issues. However, the commitment to community media is a facilitating tool for ordinary citizens to discuss and participate, with some inherent implications. One major implication is that community media is largely independent of market-driven business and mainstream media channels. This, in turn, allows different modes of community media to provide a broad editorial policy or a more sophisticated approach, still loyal to encouraging community participation. The key features of community media convey a clearer understanding of its definition and how it forms depth and dimensions in the civic landscape [Rennie, 2006: 208].
South Africa is defined as a community media that is either a geographic community or a community of interest. Ideally, community media is generated, managed, and owned by the communities they serve, either geography or communities of interest. "Community media is a two-way process in which the community participates as a planner, producer, and performer. It is a community rather than a community expression."
Establishing an ideal community media definition seems to be easier than inferring definitions from actual community media initiatives that exist on the ground [McQuail, 1994]. The media used is different, just like video, and sometimes the media itself challenges the concept of community involvement. Ownership and management models are diverse, even though they can be broadly defined as non-governmental and non-corporate. The level of community involvement is equally diverse. The goal is very specific, although in general, the goal is some aspect of community development.
The concept of community media means listening to the opinions of the community at the national level. First, they must listen to their opinions at the grassroots level. The potential to communicate and accept communication is a social benefit that should be fair, universal and strictly equal. Curran and Gurevitch [1991] point out that the complete concept of citizenship presupposes an informed group of citizen participants. The most common is that if we believe that there is communication, then it needs equal personal opinions to be heard and heard. Similarly, Freire [1990] observed that the fewer people consulted, the less democracy a country has.
Community radio aims to promote consensus, consensus and solidarity on the promotion and protection of human rights and the achievement of sustainable development, including peace and reconciliation [McQuail, 1994]. Community broadcasting involves both the acquisition of information and the dissemination of information. It serves as a medium for information flow in communities and communities, and on the other hand as information at the national and international levels [McQuail, 1994]. It provides access to the external information required and the dissemination of concerns, and the level of policy development is based on community-level experience and the solutions generated there. In a broader sense, community broadcasting has increased community involvement in national and international affairs. It has a dual role - mirroring [reflecting the community itself] and windows [allowing the outside world to view its experience].
Fraser, Colin and Sonica Restrepo Estrada [2001] argue that community media is an important alternative to the corporate media's profit-oriented agenda. Their motivation is social goals, not private profit motives. Community media empower people, not as passive consumers, who cultivate local knowledge instead of replacing it with standard solutions. The ownership and control of community media is rooted in and accountable to the communities they serve and they are a suitable approach to development [Buckley, 2000]. The nature and purpose of community media initiatives should be the most important determinant. Any type of resource defect can be addressed through an alternative strategy. Steve Barkley [2000] observed that democracy and communication are inseparable, so that the existence or other forms of some form of communication can measure the limits of democracy itself that has developed or been hindered.
Curran & Gurevitch [1991] pointed out that the essence of community media is participatory, the purpose of which is to develop, "the process of public and private dialogue, through which people define who they are, what they want, and how to get it. Community involvement The process of media production, management, and ownership is itself empowerment, giving critical analytical skills and confidence in the interpretations and solutions that are achieved, thereby achieving, achieving, and sustaining community engagement.
From the above considerations, it can be concluded that the choice of media used in the local community must be unique to the community. Things that work in one community may not work in another [Lesame, 2005]. For example, gender and age are factors to consider when discussing sexual behavior, but the way in which sexual behavior is considered varies from community to community. Other considerations include literacy levels, access to radio receivers by the community, familiarity with symbols, and other visual devices used in audiovisual media. Choice of theaters, local language newspapers, broadcasts or videos - or any combination between them - should and should depend on internal and external factors [Bessette, 2004].
Internally, the choice should involve the development goals of the community concerned and build on existing forms of communication, especially if the community concerned has a history or tradition of educating music and dance. Externally, the choice should ensure the ease and effectiveness of the impact on the national and international actors that the community wishes to talk to. For example, video is a powerful medium for raising awareness of human rights issues, but it is also a medium that does not or does not necessarily allow for the complexity of the situation, and can therefore lead to simple intervention solutions. Participatory community-based program selection media should take into account these internal and external factors.
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