TheSocialEffectofCommunityMediaNewspapers

Mainstreammediahasbeendenouncedforitsnegativity,sensationalismandconsiderablebias bysomescholars.Thesesmearcampaignsandgotchatacticsareinordertoseekcommercialprofitat theexpenseoftheirethicsandintegrity(Richards,Chia&Bowed2011:97).Thishasledsome academicstoassertthatmainstreamjournalismisfailingatitsjobtoactasawatchdoginsocietybynot takingtheirdemocraticroleseriously(Scifo2010:199).Thisbehaviouralsocreatesmistrustinsociety andhasbeenresponsible,accordingtoONeill,forthereductionincommunityvaluesandattitudes (2002,inRichardsetal98).Asapossibleconsequence,mainstreammediahasfounditselfinfinancial difficultywithaudiencesleavingthemforothermedia(Price&Browna2010:2Finney2010:3). Howeveralternativemediaexists,mostofwhicharestillquiteprofitablesuchascommunitymediawho taketheirroleinthecommunityquiteseriously(Scifo2010:199Price&Brown2010:1,4Franklin 2006:8).Communitymediaiseitheramediathatisaimedatageographicareabaseduponalegalor culturalboundaryoritisamediathatisaimedataminoritygroupsuchasareligious,ethnicorsexual orientationgroup.Howeveronlytheformerdefinitionisofinteresttothisessay(Lowery,Brozan& Mackay2008:278,281Pauly&Eckert2002:313Buckley2011:7).Communitymediaisfocused onneighbourhoods,suburbsandsmallruraltownsratherthan,havingacitystateorcountryfocusand areusuallybasedinthesecommunities(McCleneghanandRagland2002:207Gould2010:1Lowrey, BrozanaandMackay2008:278).ThisCommunityMediagenerallylimitsthemselvestoeventsand happeningsofthesetownsandtointereststhatarerelevanttothearea(Bowd2003:199Kirkpatrick 2001:17Sterling2009:1458).Inrelationtocommunitymedianewspapers,theycanbeasmalldaily, abiweeklyorevenamonthlypublication(Yamamoto2011:20).Countrynewspapersaresmall subdivisionsofcommunitymediapublicationbecausetheyaredifferentfromsuburbancommunity newspaperswhicharefree,asmanyofthemchargeasmallfee(Bowd2003:19Terry2011:72).This

TheSocialEffectofCommunityMediaNewspapers

essaywillinvestigatetheeffectthatcommunitymediaprintpublicationshaveonthelevelofsocial cohesionintheircommunities.FurtheritwillexaminethreenewspapersintheCanterburyregionofNew Zealandwhichareamixtureofmainstream,countryandsuburbannewspapersinaqualitativestudyin ordertoanswerwhethersomepromotegreatersocialcohesion.Itwillbefoundthatthesuburban communitymedianewspapershadmoreelementsthatcreatessocialdevelopmentintheircommunities. Communitynewspapersprovidearunningstoryornarrativeoftheircommunitiesintheirvoice andaccordingtoAlexiFriedman,theychroniclethedailylivesofaveragecitizens(Lowreyetal2008: 276Terry2011:73).Communityjournalismisseenasbeingcreatedinsmalllocalnewsrooms,which aretraditionallyfarremovedfromthetarnishednewsroomsofmetropolitannewspaperswhichare behindfrontdesks,guardedbysecurityguards(Lowreyetal2008:276).Communitymedia newspapersarefarmorenumerousthanthemainstreammetropolitannewspapersbutlittlescholarly attentionisgiventothesecommunitynewspapers,butwhentheyarementionedtheirimportantand integralroleintheircommunitiesisignoredandtheyaretreatedasiftheywerealargemetropolitan newspaper(Bowed2003:189Lessman2003:3Kirkpatrick200117McCleneghan&Ragland 2002:215Finney2010:3).FouraspectsasgivenbyEkstrm,Johansson&Larsson,ofthe relationshipthatCommunityMediahavewiththeircommunitywillbeanalysed,whichwillallowthe investigationoftheeffectthatcommunitynewspapershaveonthelevelofsocialcohesionintheir communitiesbyhighlightingtheconnectionsthattheycreateintheircommunity.Thefouraspectsare: theircloserelationshipwiththeirsources,theircloserelationshipwiththeirreaders,theirclose relationshipwiththeiradvertisersandtheirlocalselfidentity.

TheSocialEffectofCommunityMediaNewspapers

Thedistancebetweencommunitymediajournalistsandtheirsourceisoftenveryclosebecause ofthesmallsizeoftheircommunities(Richardsetal2011:104).Thismeansthatthecommunity newspaperreporterhastobecarefulwhenreportingastheyareamemberofthecommunityandthere isapossibilityofhavingaconflictofinterestoremotionalconnectiontothesubjecttheyarereportingon (McCleneghan&Ragland2002:20079).Thesecommunityjournalistsdonothavetheluxuryofnear anonymitythatjournalistsfromlargemetropolitannewspapershave,becausethereporterandthe sourcehavetocoexistinthesamecommunity(McCleneghan&Ragland2002:2078Frost2006: 274).Thismeansthatthecommunitymediareporterwilltakeontheidentityofbeingajournalistaspart oftheircharacterandthattheirprofessionalnormsbecomeahabitintheirpersonallife(McCleneghan &Ragland2002:2078).Manyofthesecommunitynewspaperswillincludesegmentswrittenbylocal membersofthecommunitysuchas,ElectedOfficials,PoliceOfficers,FireChiefs,Doctors,Vets Principals,SportsCoachesandevenStudents(Price&Brown2010:8Richardsetal2011:101 Sterling2009:1458).Furthercommunitynewspapersincludeinformationonevents,clubsandpositive youthactivitiesthathaveoccurred,andoftenincludesacollageofphotosfromasocialevent(Richards etal2011:102Lowreyetal2008:292).Themediacoverageofpeopleinvolvedinvolunteeringinthe communitycanhelptobolsterthesenseofcommunity(Lowreyetal2008:290).Thesecommunity newspapersoftenincludeapublicopinionsectiononissuesaffectingsocietyingeneral.Itusually includesaphoto,theageandoccupationofeachpersonwhoseopinionisbeingasked(Lowreyetal 2008:292).Thiscanactasafeedbackloopforthecommunityinorderforthemtounderstandthe sentimentfoundinthecommunity(Richardsetal2011:101).Theemphasisontheseindividualsinthe communitybooststhestatusoftheaveragecitizenandvalidatesthemasasourceofinformationwhich meansthatcommunitymemberswhoareinvolvedinimportanteventsoutsideofthecommunitythen

TheSocialEffectofCommunityMediaNewspapers

makestheseeventsalsoinfocus(Bowd2003:199Bowd2011:79). Localcommunitymediaiswherelocalbusinessescommunicatewithlocalaudiencesand potentialcustomers,onalevelthatcannotbeachievedthroughmorecostlymediums(Price&Brown 2010:2Bowd2003:119).Furtherthisallowslocalpoliticalorganisations,clubsandothersuch servicestheonlyplacetheycanadvertiseforsuchorganisations(Lowreyetal2008:2912).The largestadvertiserinlocalcommunitynewspapersisoftenLocalGovernmentdepartmentsdisclosing theirintentionsinthecommunity,whichhasbeenallegedtosubsidisecommunitymediapublications (Greenslade2012).Theselocaladvertisementsaremoreimportantthanmoregeneraladvertisements becausetheyresonatewiththereadermoreandhaveamonopolyoncoveringsuchlimited advertisements,whichmeanstheyhaveaclearrevenuestreamwithlocaladvertisements(Price& Brown2010:8).Thisledonelocaladvertisingexecutivetostatethattheiradvertisingsalesreps becomeconsultants[tolocalbusinessesas]wetalktothemonaregularbasisandwegivethemideas onotherwaystohelpmarkettheirbusiness(Price&Brown2010:8).Itispossiblethatthefinancesof communitymediaaretiedtothehealthoflocalbusinesses(Price&Brown2010:4Bowd2009:52 Bowd2003:123Terry2011:789).Furtherruralcommunitynewspapershavesmallaudiencesand thereforelessresourcesandlowerpayratesthanbothmainstreammediaandsuburbancommunity newspapersandarethereforemorearedependantontheiradvertiserstostaywiththemastheirfeeis meagre(Armstrong,Wood&Nelson2006:46,inPrice&Brown2010:4).Thishascausedproblems forthesenewspapersoverthelast5yearsascommunitymediahasbeenaffectedbytheglobal downturnandrecessionwhichmeanssomeoftheiradvertisershaveshutdown.A2009surveyfound thatalthoughthesmallercommunitynewspaperswereunderthegreateststress,overallhowever,

TheSocialEffectofCommunityMediaNewspapers

communitynewspaperswerestillmakingendsmeet(Price&Brown2010:57).Howeverothershave adoptedastrategyofbecominglesslocalinordertogainawideraudienceandgreaterprofits(Terry 2011:79Ekstrmetal2009:259).Althoughthesepolicieshavenotbeenbeneficialasdesiredandso somecommunitynewspapershaverefocusedbackonthecommunityasawiderfocuswasnotas viableasbelieved(AssociatedPress2012).ThisisinordertoavoidthesituationofsomeFrenchlocal newspaperswholosttheircommunityconnectionandthustheiradvertisers,resultingintheclosureof thesenewspapers(Aude2008:8256). Earlycommunitymediawassetupinordertomoreintimatelycommunicatewiththeiraudience (Buckley2011:7).AstheCedarLakecommunitynewspaper,TheMonitorstates,theirmissionisto improveregionalcommunicationbetweenthecommunity,industry,smallbusinessandLocal Government(TheMonitor2009,inBowd2009:51).Smallercommunitynewspapershaveavery closeconnectiontotheirreadersbecausetheyareoftenstaffedbyvolunteers,tosomedegree (Richardsetal2011:103)Furthercommunitynewspapersputreadersintouchwithcommunityleaders andproblemsolversandalsoareavailableforpeoplewishingtogainthecommunitieshelp.Ithelpsthe communityunderstanditsagendaandmobiliseittowardsachievingthesegoals(Lowreyetal2008: 2913Yamamoto2011:21).Becauselocalcommunitymediaisoftenbasedinthecommunity,readers candropintothenewsofficeandtalktoreportersandtheeditor,likewisebecausethesereporterslive inthecommunitiesthattheyworkin,readershavetheabilitytointeractwithreportersoutsideoftheir workinghourssuchasatthesupermarket,atsocialfunctions,orevenintheDoctorswaitingroom (Lowreyetal2008:292Bowd2003:1202Bowd2012:134).Thisclosenessmeansthatsthe communitymediajournalistismoreaccountabletotheirreadersandthetowningeneral,andcannot

TheSocialEffectofCommunityMediaNewspapers

getawaywiththesensationalismofmainstreammedia(Bowd2003:122Bowd2011:85).Thismeans thatcommunitymediapublicationsareclosertothejournalismitsreadersexpectcomparedto mainstreamjournalism(Heider,McCombs&Poindexter2005:961).Thisisbecausemainstreammedia isoftenownedbymultinationalcorporationsthatusuallyarefarremovedfromsuchaccountability (Bowd2009:50).Becauseofthisdisconnectionitmakesitdifficultformainstreammediatocover newsthatrequiresknowledgeofthecommunitywhichhasresultedinmainstreammediaignoringor oblivioustohighlyimportantnewswhichhasoccurred.Anillustrationofthiswasamajorsalmonella outbreakinColoradointheUS,whichwasonlycoveredbythelocalcommunitymediaandnot coveredbynationalmedia,statemediaoreventhemetropolitanpapertheDenverPost(Finney2010: 23Bowd2009:50Meadows,Forde,Ewart&Foxwell2009:159).Provincialandlocal newspapersareincreasinglyboughtoutbymainstreammediaorbyacommunitymedianewspaper group(Bowd2009:50).Thischangeinsomeplaces,ishurtingtheconnectionbetweenthenewspaper andtheircommunitywhichhascausedsomejournaliststorelocateoutoftheircommunitytobenearer themainofficewhichcouldbelocatedinanindustrialestate(Bowd2009:50Franklin2006:101). Howevercommunitymediaareforthemostpartstillrunbyindependentownerswhichareoftenfamily runbusinesses(Buckley2011:7Bowd2009:50).Theidealsandvaluesofcommunitymedia journalismisbaseduponthosevaluesthatarealreadyheldbythecommunitythattheyarebasedin, whilstmainstreammediabasesitsideasandvaluesoninternaljournalisticviewsofintegrity(Reader 2006:8612Lesman2003:108109Bowd2012:133). Earlycommunitymediasawthemselvesasactivistsfortheirarea,whichisparticularlytrueof earlyAustraliancommunitymediawhoadvocatedfortheirruralcommunities(Bowd2009:51).The

TheSocialEffectofCommunityMediaNewspapers

processofurbanisationofpopulationsandofGovernmentsandbusinesscentralisationhasmeantthat manybusinessesandGovernmentServiceshaveclosed,inbothsmalltownsandinthesuburbs, communitymediaseethemselvesasarallyingpointintheircommunityagainstsuchdetrimentalchanges happeningtotheircommunity(Bowd2009:52Richardsetal2011:99Bowd2011:88).Theidentity ofcommunitybuildinganddevelopmentisquitestrongforcommunitymediajournalists.Anexampleof thisishowaruralcommunitynewspaperextensivelycampaignedinAustraliainordertogetan improvedandupdatedambulanceserviceintheircommunity(Bowd2011:80Richardsetal2011: 102Terry2011:778).Thereforecommunitymediaoftentakesupaleadershiprolesuchashowa smallcommunitymedianewspaperowneranditsheadjournalistinthe1950sand1960s,actively campaignedagainsttheracistbehaviouroftheKluKluxKlan(Lowreyetal2008:2834Hess& Waller2002:121Terry2011:76).ThishasledtoBowdtosuggestthatcommunitymediajournalism, particularlyruralcommunityjournalisminAustralia,ismorereminiscentofdevelopmentjournalisminthe thirdworldthanmainstreamjournalism.Bothdevelopmentjournalismandcommunityjournalism promoteapositiveimageoftheirareas,activelycampaignforgreaterresourceallocationandothersuch unobjectivebehaviourswhichareunacceptableinmainstreamjournalism(2003:1237).Community mediaoftenbecomesymbolsorreferencesofidentityintheareafortheiraudiencewhichishelpedby thecommunitymediabyencouragingtheideathattheyareownedbyorbelongtothecommunity (Bowd2009:535Richardsetal2011:1034Pauly&Eckert2002:312Bowd2012:134). Activismoftheirareabycommunitymediaisbeneficialforthemediabecauseitbringsinwealthandin turnwillpossiblybespentbyreadersandbyadvertisersonthepaper(Bowd2003:123).Community newspapersparticularlyruralnewspapersarebrashenoughtodofeaturesontheachievementsoflocal entrepreneursandbusinessesthatarestartinginthecommunity.ForexampleastoryinaVictorian

TheSocialEffectofCommunityMediaNewspapers

communitynewspaperinAustraliaabouttherefurbishmentofalocalschoolbythehardwarechain Mitre10didnothavethebrandminimisedaswouldbeexpectedbymainstreamjournalism(Bowd 2003:22).Howeverothershaveassertedthatcommunitymediadonotactininterestofprofit,rather actingforthebenefitofthecommunity.Withonejournalistandnewspaperownergoingsofarasstating that,withouttheirlocalownershiptheircommunitynewspaperwouldloseitslocalfocusasoftenthey didnotactinthenameofprofit(Bowd2009:54Lowreyetal2008:283)Howevertheperceptionof localnessismoreimportantthanreallocalownershipwithoneEditorofachainownedcommunity newspaperstatingthatalthoughtheywerenotlocallyownedtheywerestillalocalbusinessand thereforehadlocalinterestsatheart(Bowd2009:55).Small,particularlyrural,communitynewspapers aremorelikelytopracticeconsensusjournalismwheretheytrytoavoidcontroversialsubjects,thatwill createdisharmonyintheircommunity(Bowd2003:128Bowd2012:133).Rathercommunitymedia aremorelikelytotakeonaUsVs.Themmentality,pittingthelocalcommunityagainsttheexternal actors,suchascentralgovernmentsandmultinationalcorporationswhomightwanttoharmratherthan helptheircommunity(Bowd2003:123Yamamoto2011:21Hinderman1996:719). TheexaminationofthethreeCanterburynewspaperswillmakeuseofthefourfactorsoftheir relationshipthatcommunitymediahavewithcommunitythatwillallowthehighlightingofhowmucheach newspapercreatessocialcohesion.Thesefactorsagainaretheirclosenesswiththeirsources,their closenesswiththeirreaders,theirclosenesswiththeiradvertisersandtheirlocalselfidentityofhavinga developmentalrole.Thethreenewspapersthatwillbeexaminedwillbe:TheSuburbanweeklyBay HarbourNews,whichhasacirculationof16210inChristchurch.ThePresswhichisadailyandhasa circulationof77011peoplenationwideandAshburtonsTheCourierandhasaruralweekly

TheSocialEffectofCommunityMediaNewspapers

circulationof14720(ABC2012).Thenewspapereditionthatwasusedforeachwasfortheweek startthe25thofSeptember,apartfromthedailyPress,inwhichtheeditionofthe27thofseptember wasused. TheAshburtonCourierincludedmanyarticlesthatcouldshowsocialcohesionsuchasanarticle onthefrontpageaboutpeoplevolunteeringtohelpotherpeopleinchristchurchwhoneedhelparound theirhouseinrepairsnotcoveredbythegovernmentortheirinsurance.Itdocumentedthattherewhere publicconcertsforkidstobeheldbyandmusicalgroupandincludecollagesofkidslearningtoplay basketballandapublicdayout.Therewasanarticleonatransportcompanythatwasstartinthetown thatseemedtoadvertisethenewsbusiness.WhilsttheBayHarbourNewshadanarticleaboutaUs Vs.ThemstoryonthemergeroftwoschoolsinLytteltononthefrontpageandasecondsucharticle aboutthepossibleopeningofabrothelinLyttelton.TherewasaLargephotooftheLytteltonHarbour inacompetitioninordertorepresentHomethewayweseeit.TherewasalsoAlargecollageof photosofafairinRedcliffsandacommunitypicnicinSumner.AbookrelatedtotheChristchurch earthquakewasreportedonasbeingintheFrankfurtbookfairastheauthorwasalocal.Therewas manysegmentswrittenbypeopleinthecommunitysuchasbystudentsandprincipalsatlocalschools andbylocalemergencyservicespersonnel.ThePressontheotherhanddidshowsomecommunity bondingstoriessuchaspeopledoinganearthquakedrillandanusVs.themstoryoneschool closuresbutwasmostlyfullofreportsofantisocialviolentcrimeorworriesabouttheearthquakerebuild inthecity.Bothofthesuburbanpapersandthecommunitypaperhascommunityelementsshowing connectionsbetweenthenewspapersandtheircommunity,allowingthemtobearallypointfortheir community.TheDailypaperontheotherhandwasfocusedoncrimeandconflictinthecommunity,

TheSocialEffectofCommunityMediaNewspapers

althoughitdidcontainapiecesthatcouldbesaidtocreatesocialcohesion,thesewherefewandfar between. Communitymedianewspapershaveacloserelationshipwiththeirsourcesbecauseoftheir positioninthecommunityincomparisontoothermainstreammedia.Theyalsousecommunitysegments writtenbycommunitymembersandoftenshoworrecordpeople'sengagementintheircommunity. Thesepapersarealsoclosetotheiradvertisersbecausetheyareoftenwhollydependentonthemwhich meansthattheyarenotcriticalontheindustriesororLocalGovernmentthatfilltheirpaperswith advertisements,rathertakingonasusvsthemmentalityagainstnonlocalorganisationsinterferenceinto theircommunityinstead.Communitynewspaperjournalistsnormallyliveintheircommunitysotherefore theyamustbeaccountabletotheirreadersandthereforetheylackthedramaandsensationalismof mainstreammedia.Communityjournalistsalsopartakeincommunitydevelopmentbecausetheyarepart oftheircommunityandrelyonitssuccessinordertohaveanoccupation.Thepresslacedmanyofthe featureslistedascommunityjournalism,thelackforthemostpartofalocalfocusandthelackofa developmentinitiativemeantthatislessmeetthecommunitymediaideal.Boththesuburbanandthe ruralpapersincludedmanyaspectsthatshowsthesenewspaperscreategreatersocialcohesionintheir communities.Howeveritwasclearthatthesuburbannewspapernonethelesshadmoreaspectsthatthat couldcreatesocialcohesionandthereforebettermeettheidealofacommunitymedianewspaper.

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TheSocialEffectofCommunityMediaNewspapers

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