Alternative Media and Society: Role of Community Radio in Empowerment at the Grassroots Level

Abstract

Culture, which refers to practices, languages, traditions and values that defines ones identity, has a timeless appeal. On the other hand, post modernity refers to the modern technological based mass media age. India has a pluralistic culture and in this techno based era, it is interesting to note that the diverse indigenous cultures are being expressed through the contemporary mass media specifically television and films. In the age of competitive, profit making, sender dominated media environment, community media, as a platform for ‘alternative’ voices plays major role. Community media, especially Community radio, stands for the voiceless and powerless by allowing people to share their opinions freely and also acts as a catalyst in creating awareness in specific areas. In the book
“Understanding Media: The Extensions of Man” released in 1964 by Marshall McLuhan, it is being stated that it is the characteristics of the medium and not the content that affects the society. So by applying this theory, this paper will try to explore the role of community media, with special reference to community radio of different regions in India, in the growth and development at the grass root level. This paper is based on the analysis of the secondary data and study of available literature.