| Community media is described by Ellie Rennie (2006), | | | | community broadcasting enables greater participation |
| in a broad sense, as "community communication." | | | | by communities in national and international affairs. It |
| Fundamentally, it is elusive to define the term in an | | | | has a dual role - that of a mirror (reflecting the |
| absolute manner because it can take so many forms, | | | | community back at itself) and that of a window |
| be applied by so many different groups of people, | | | | (allowing the outside world to look in at its |
| and be directed at such a wide range of issues. The | | | | experiences). |
| premise, however, that community media is a | | | | Fraser, Colin and Sonica Restrepo Estrada (2001) |
| facilitative tool for discussion and engagement of the | | | | argue that community media provide a vital |
| ordinary citizenry has some inherent implications. A | | | | alternative to the profit oriented agenda of corporate |
| major implication is that community media is for the | | | | media. They are driven by social objectives rather |
| most part independent of the market-driven | | | | than the private, profit motive. Community media |
| commercial and mainstream media outlets. This, in | | | | empower people rather than treat them as passive |
| turn, allows for different models of community media | | | | consumers and they nurture local knowledge rather |
| to offer either a wide open editorial policy or a more | | | | than replace it with standard solutions. Ownership and |
| fine-tuned approach that is still loyal to the | | | | control of community media is rooted in and |
| encouragement of community participation. The key | | | | responsible to the communities they serve, and they |
| characteristics of community media convey a more | | | | are suitable approaches to development, (Buckley, |
| clear understanding of its definition as well as its | | | | 2000). The nature and purpose of community media |
| depth and dimension in terms of how it takes shape | | | | initiatives should be the most important determinants. |
| in the civic landscape (Rennie, 2006: 208). | | | | Resource shortcomings of any kind can be addressed |
| The South African definition is that community media | | | | through alternative strategies. Steve Buckley (2000) |
| are either a geographic community or a community | | | | observes that democracy and communication are |
| of interest. Ideally then, community media are | | | | inextricably linked, so much so that the existence or |
| produced, managed and owned by, for and about | | | | otherwise of certain forms of communications can be |
| the community they serve, which can either be a | | | | a measure of the limits to which democracy itself has |
| geographic community or one of interest. | | | | developed or is held back. |
| "Community media is a two-way process, in which | | | | Curran & Gurevitch (1991) state that the nature |
| the communities participate as planners, producers | | | | of community media is participatory and its purpose |
| and performers and it is the means of expression of | | | | is development, "processes of public and private |
| the community rather than for the community." | | | | dialogue through which people define who they are, |
| It appears easier to posit an ideal definition of | | | | what they want and how they can get it. Community |
| community media than to extrapolate a definition | | | | participation is thus seen as both a means to an end |
| from the actual community-based media initiatives | | | | and an end in itself. The processes of media |
| existing on the ground (McQuail, 1994). The media | | | | production, management and ownership are in |
| used are different and, as is the case with video, | | | | themselves empowering, imbuing critical analytic skills |
| sometimes the medium used itself poses challenges | | | | and confidence about interpretations reached and |
| to the notion of community participation. The | | | | solutions found. The medium chosen must, therefore, |
| ownership and management patterns are diverse, | | | | be one that enables, enhances and sustains |
| even though they can be broadly defined as | | | | community participation. |
| non-governmental and non-corporate. The levels of | | | | From the above considerations, it follows that the |
| community participation are equally diverse. And the | | | | choice of media to be used in a local community is |
| aims are quite specifically different, although again, in | | | | necessarily specific to that community. What works |
| general the aims are all for some aspect of | | | | in one community may not work in another (Lesame, |
| community development. | | | | 2005). For example, gender and age are factors to |
| The concept of community media implies that for | | | | be taken into account when discussing sexuality, but |
| communities to be heard at national level, they have | | | | the manner in which they are taken into account |
| to be heard at grassroots level first. The potential to | | | | differs across communities. Literacy levels, access to |
| communicate and receive communication is a social | | | | radio receivers in the community at large, familiarity |
| good, which should be fairly, universally and strictly | | | | with symbolism and other visual devices used in |
| equal. Curran and Gurevitch (1991) state that the full | | | | audio-visual media are other considerations. The |
| concept of citizenship presupposes an informed | | | | choice of theatre, local language newspapers, radio or |
| participant body of citizens, most generally, if we | | | | video - or any combination thereof - is and should be |
| suppose there to be a right to communicate then it | | | | dependent on both internal and external factors |
| implies an equal individual claim to hear and to be | | | | (Bessette, 2004). |
| heard. Similarly, Freire (1990) observes that the less | | | | Internally, the choice should address the development |
| people are consulted, the less democracy a nation | | | | aims of the community concerned and build on what |
| has. | | | | forms of communication already exist, especially |
| Community broadcasting seeks to foster debate | | | | where the community concerned has a history or |
| about, reach consensus on and build solidarity in | | | | tradition of educational music and dance. And |
| promoting and protecting human rights and achieving | | | | externally, the choice should ensure ease and |
| sustainable development, including peace and | | | | effectiveness of impact on the national and |
| reconciliation (McQuail, 1994). Community broadcasting | | | | international actors the community wishes to speak |
| is about both access to and dissemination of | | | | to. For example, video is a powerful medium to raise |
| information. It acts as media for the flow of | | | | awareness about human rights concerns, but it is also |
| information to and from communities, on the one | | | | a medium which does not necessarily or typically |
| hand, and the national and international levels, on the | | | | allow for the complexities of a situation to be |
| other hand (McQuail, 1994). It provides access to | | | | expounded on and can thus lead to simplistic |
| needed external information as well as advocacy on | | | | interventions for resolution. Participatory |
| issues of concern, with relevant policy making levels | | | | community-based planning to make the choice of a |
| informed by experiences at the community level and | | | | medium should take these internal and external |
| solutions generated therein. In a broader sense, | | | | considerations into account. |