RTV Theory and Practice - Special Issue
serving their interests (Schulman, 1985). LOCAL VS . COHMUNITV RADIO In the U.S. context, there is a critical difference betvveen "local" radio and "community" radio . The system of radio in the United States is based on the desire of the Congress that "localism" be its foundation . Broadly defined , it refers to the proposition that broadcast stations should be established in as many locations as possible , anđ that control of both station ovvnership and program production shoulđ exist at the local level. Stations were licensed to broadcasters in inđividual cities and towns so that each community would hear its own voices anđ have discussions of its own issues (Shooshan , 1977, pp. 45-65). 9 ) What differentiates local from community stations is the method of financing. Since the late 19205, commercial stations have sustained themselves by selling commercial advertising time to business . Because radio broadcasting had become tremendously profitable , this has , over time , brought about programming đecisions based upon what would be suitable to advertisers , usually in terms of providing the programming least objectionable to the greatest number of people (Hill, 1966; Krieger, 1979; Milam, 1986, pp. 29-31, 84-91; Post, 1974). Community radio refers to stations which serve local areas , but do not finance themselves through the sale of commercial time . Station funđing comes directly from listener-sponsorship, from underwriting of programs by local sponsors (but without broadcasting of commercial messages) , by fund- raising at local events , such as dances , fairs , plays , concerts , and by lengthy on-air appeals for listener support when station finances аге acute ■ (Hodel and Chappelle , 1979; McClear , 1982; Milam , pp . 38-40; Post, 1974, pp . 126-142 ) . 1 0 ) Thus , community radio stands in opposition to both commercial radio and to broadcast radio . It is designed to involve members of different and differing communities in the process of communication among themselves and communicating with interested others outside of the community , thereby being both a ”narrowcast" for the community, and a "broadcast" for the larger population which has access to the program service . As Barlow (1987) states, community radio in the Uniteđ States "facilitates grass roots citizen access to the station's airways and resources . Of ten this involves the most disenfranchised segments of the population-minorities , women , youth, senior citizens , etc...the đemocratic decision maKing built into the organizational structures of the community
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