Community media: local is focal

Given the limited nature of global media with its emphasis on‘infotainment’ driven by commerce, it has very littlerole in community development. We see the alarming and growingimpact of the global media on the socio-cultural life of differentcommunities in India. The rampaging growth of centralized distributionsystems has not only undermined local expressions but is alsoloudly proclaiming its sole legitimacy and relevance. Wheredoes that leave the diverse forms of local media that aboundin our cultural landscape? Abhivyakti Media for Development,a Nashik-based Indian development communication organization,believes that local media forms have a vital role in shapingcommunity life and its development. Abhivyakti has initiateda programme in the Maharashtra state of India that seeks toidentify those who are already using some media forms in orderto support them to participate in a loose informal network.This network mobilizes their creative energies to focus on thelocal and, in doing so, brings a host of diverse realities intopublic awareness and generates alternative nodal centres todistribute these voices and images. The programme is alreadyshaping different possibilities and allowing them to emergeas viable alternatives for community empowerment.