Why is Community Media Important and Why is it Beneficial to Businesses?

Let’s think back to when Community Media was first performed…

‘Between 1906 and 1922 radio amateurs – who referred to themselves as “distant friends” – ruled the airwaves’, according to sources such as Encyclopedia.com ‘In their enthusiasm to share common concerns, forge friendships with distant strangers, and explore the expressive potential of the new medium, the radio enthusiasts upheld democratic communication through electronic media.

By the mid-1920s, however, we see the commercial sponsorship of radio programming and corporate control of the newly developed broadcasting industry supress the participatory potential of the “wireless”.

At the end of the 20th century, the rapid commercialisation of the internet poses yet another threat to the democratic possibilities of a new communitarian medium.' [1]

‘Although the distant fiends are largely forgotten, their passionate embrace of the communitarian potential of electronic communication lives on through the work of community media organisations around the world.’ [1]

To celebrate this, Community Media Day was implemented on Wednesday 20th October which falls in the week of Free Speech Week. It signifies the importance of free speech and accessible media for the millions of citizen journalists. Founded in Brooklyn, New York, it is celebrated all throughout the world by anyone who wants to ensure that the media landscape remains inclusive for all TV, film, and mobile device artists.

What are the Objectives of Community Media?

Although significant, community media plays a largely unacknowledged role in popular culture. The tools of communication is put into the hands of the people in hundreds of communities, in particular, women and marginalised groups. This allows them to create their own means of cultural expression, news, information, and dialogue. It also gives them assess to the instruments of radio, television, and computer-mediated communication.

Community media contributes to peoples’ empowerment to improve their social and economic conditions, fight against discrimination and racism, become more effectively involved in the democratic development of their community and country and provide an alternative to mainstream commercial content.

So Why is this Important?

The freedom that communities and individual people gain, is outstanding compared to the past. Encouragement of the expression of different social, political, and cultural beliefs and practices allows for them to be promoted to the wider community or nationally.

It is important for communities to be able to communicate in creating a united communal view and aim. However, Community Media is not restricted to one community, these views are projected onto others, leading onto another, and possibly hitting the national media.

Community media celebrates diversity amid the homogeneity of commercial media. Most important, perhaps, worldwide interest in community media suggests an implicit, cross-cultural, and timeless understanding of the profound relationship between community cohesion, social integration, and the forms and practices of communication.

How does it benefit Local Businesses?

Community media forms the backbone of local and regional media. When we talk about local media we are really referencing those independent media outlets often found at local and regional level. This independence is vital for variation and creativity in reporting, and innovation in journalism.

Local media also provide an excellent platform for businesses to communicate their news, share content, and deliver value through thought leadership. In Berkshire and Buckinghamshire, we are fortunate to have some great examples of strong performing local media including, River Radio, the Maidenhead Advertiser, Marlow FM, Bucks Free Press, and Wycombe Sound to name but a few.

Often national media will source stories through local newsfeeds, so it’s important to consider local media when planning your PR activity for the year ahead. Often overlooked by businesses, local and regional titles and broadcast stations can deliver effective PR campaigns targeting specific audiences. This is true for both business to business campaigns as well as business to consumer. The general public, for example, are interested in their local news, and what is happening in their business community.

Overall, community media is a powerful source of media. It empowers people to drive change and creates an inclusive and diverse community. Not only that, but it allows for local businesses to grow and to inspire the people around them. Community Media Day is a way of acknowledging this and the power of free speech in our ever-changing society. Be sure to find out who your local media are, what interests the editors, and engage with your community.