“Community Media in a Prosumer Era”
3CMedia, the Journal for Community, Citizen’s and Third Sector Media and Communication published an excellent article, entitled “Community Media in a Prosumer Era,” by Community Communication Scholar Ellie Rennie (author of Community Media: A Global Introduction) in their December 2007 issue.
In her article, Rennie discusses the impacts of convergent media on traditional forms of “broadcast-era” media through her research on SYN: Student Youth Network in Australia, “a media organization and community radio licensee based in Melbourne run by and for people under 26″ (25).
She makes important distinctions between “user-generated” content (found on commercial websites, such as MySpace, Facebook and YouTube) and community media, such as public access television, community or “grassroots” radio, and other geographically-focused media.
The author adds, “digital divide aside,” what are characteristics that remain unique to community media as more individuals gain “access” to participatory media on the web? (26)
She explains that geographically-based community media enjoy added characteristics – beyond access – that allow individuals to participate in member-driven processes. These include, “open, participative” (25) functions that allow individuals in physical communities to take ownership within the organization and of developments regarding technology implementation and use (31).
Therefore, Rennie writes “a new research agenda for community media might include:
- The role it plays in supporting public information and engagement – in ways that are both similar and different from commercial and public media. (The Griffith University audience study is a useful starting point. See Meadows 2007).
- The contribution of community media training (and what theat means for the creative industries labour market)
- The changing status and role of third sector organizations” (27)
While the author recognizes a number of technological and structural challenges to implementing and sustaining convergence among broadcast-era community media, she writes, “community media provides a structure and method which can take amateur media to the next level” (31).
“Community media sector organisations are socially-responsive and proactive in that they cater for groups who are not otherwise adequately represented and develop technologies to serve identifiable needs rather than market gaps” (31).
In addition, Rennie finds “Convergence is encouraged within community media organizations which are open to people with different skills and interests, yet brings them into a shared culture and social world” (29).
Access the entire article online, available at the 3CMedia website. Thanks to Rob McCausland and Chuck Sherwood for the pointer.
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