CHAPTER 2: LITERATURE REVIEW AND THEORETICAL FRAMEWORK
2.3 UNDERSTANDING COMMUNITY MEDIA
2.3.2 Forms of Community Media
Community media refers to a range of small scale media platforms such as print;
community newspapers and magazines, electronic; TV and Radio broadcasting; and new media; internet, blogging etc. (Jankowiski, 2008). Each type of medium is fully characterised by different factors, one of which is the immediate community they serve (Girard, 2007:1). Over the years, community print publications were only accessible to a small audience, the same with a television or a radio signal. This is because the technological trends deemed necessary in expanding circulation and coverage were still rare. The old and new technologies have subsequently converged and information is easily accessible. For instance, all three CR’s during the time of writing were accessible world-wide through the use of audio streaming on the internet. This is because they had a listen live link available on their websites (Radio Turf website, 2013; Moutse CRS website, 2013; Mohodi CRS website, 2013).
The technological advancement have also contributed greatly to the understanding of community media, particularly the fact that communities are no longer tied together to one geographical location (Aloyce, 2011), but are also socially constructed. Technology has introduced virtual communities which also have specific media channels that serve that one community. The most appealing role of community media is its ability to communicate directly to a specific community with an aim entertaining, educating and informing (Frazer and Estrada, 2001). CR on the
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other hand serves as very important mode of community communication since it has a distinctive nature of immediacy (Crisell, 2006).
2.3.2.1 Community Radio
There are different terms that are commonly used to describe CR and most are characterised by CR’s location, nature and/or structure. Tomaselli and De Villiers (2015) identifies these terminologies as most appropriate in referring to CR; CR, rural radio, cooperative radio, participatory radio, free radio, alternative, popular, educational radio. Girard (2007) asserts that CR is a unique communication platform that is wholly characterised by culture, history and the realities of a specific community it serves. Similar sentiments are upheld by Coyer (2006) by classifying CR as a social process where community members design and produce information rich programmes for broadcast.
There are different types of CR’s, the core purpose for each of these stations is solely to serve a specific local community. Fraser and Estrada (2001) and Gerald (2007) identify common features that are peculiar to the CR, for example CR’s are community-based; community owned and controlled; independent; not-for-profit; pro- community; and participatory. CR broadcasting is one the cheapest and fastest form of communication established by the community for the community (AMARC: Africa and Panos Southern Africa, 1998) for social development purpose and community building. According to the Open Society Foundation (1999); Jallow (2011); Muswede (2006); Aloyce (2011); Alumuku 2006, and Fairbairn (2000) the below outlined aims are very relevant to most forms of CR’s and were identified as relevant to every CR at the AMARC community radio charter in 1994:
I. The promotion of communities the rights to communicate;
II. assisting with free flow of information and pinions,
III. encouraging creative expression and contribute to the democratic process and a pluralist society;
IV. to provide access to training, production and distribution facilities;
V. encouraging local creative talent and foster local traditions;
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VI. providing programmes for the benefit, entertainment, education and development of their listeners;
VII. to seek to have their ownership representative of local geographically recognizable communities or of community of common interest;
VIII. to be editorially independent of government, commercial, sectarian institutions and political parties in determining their programme policy;
IX. to ensure that the stations are established as organizations which are not run for profit and ensure their independence by being financed from a variety of sources;
X. to recognize and respect the contribution of volunteers, recognize the right of paid workers to join trade unions and provide satisfactory working conditions for both;
XI. to engage in management, programming and employment practices promoting participatory culture and are open and accountable to all supporters, staff and volunteers,
XII. to foster exchange between community radio broadcasters using communication to develop greater understanding in support of peace, tolerance, democracy and development(Alumuku, 2006, Girard, 2007)
The United Kingdom Community Radio Order (2004) defined CR as a useful starting point in delivering social gains to served communities. The following characteristics highlight CR’s most strong points as a community platform (Lewis, 2008:21);
I. CR has an ability to reach audiences underserved by existing radio especially mainstream;
II. CR facilitates ongoing dialogue among communities;
III. CR provides education and training to members of the public and;
IV. Understanding the particular community and the strengthening of links within it.
As a social platform, CR has been used to strengthen and improve social relations within different communities. This is possible because CR as medium has been able
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to deliver, and/or disseminating knowledge about services provided by local authorities or other organisations; promote economic development and of social enterprises; promote non formal employment; the provision of opportunities for gaining work experience; promote social inclusion; nature cultural and linguistic diversity; promote civic participation and volunteering (Lewis, 2008).
2.3.2.1.1 Forms of CR
There are currently two popular forms of CR: stations serving geographical communities and; those that serve communities of interest. In South Africa, the social classification of CR into the above mentioned categories was influenced by cultural and contextual inclinations of different communities as determined by the then regulatory body, the Independent Broadcasting Act (IBA Act of 1993).
Theoretically, there are two categories of CR however, the two are not mutually exclusive (Aloyce, 2011), practically a CR refers to one form and that is a community communication platform because it may cater for both categories e.g. Radio Turf (as discussed in Chapter 3, section 2.4). Hereunder follows a discussion on the
2.3.2.1.2 Stations Serving Geographical Communities
This category of stations defines stations that are mostly situated in rural remote arears, previously disadvantaged and underserved by mainstream media and are geographically tied together (Olorunnisola, 2002). The stations serve an audience that shares common interest, values and aspirations (Aloyce, 2011) and construct meaning from common language and cultural symbols (Alumuku,2006) specific to their geographical zone. Many of these stations (for example Moletsi FM; Moutse FM; Mohodi FM; Botlokwa FM; Zebediela FM and many more) are established by civil organisations, activist groups and NGOs for a sole purpose of serving the community.
2.3.2.1.2 Stations Serving Community of Interests
These are stations that are characterised by shared values and religious beliefs (Aloyce, 2011), ethnicity, occupation, religion and or sexual orientation. Community of interest stations are diverse and can be categorised further into three fragments;
campus radios, religious radios and cultural/ethnic stations. (For example, Radio Turf
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of University of Limpopo and Univen FM of University of Venda) Radio Islam that serves the Islamic community and Radio Pulpit that serves the Muslim community).