When communities communicate: rural media and social capital

Abstract

The news media are often accused of fostering cynicism and mistrust, thereby undermining community values and contributing to the erosion of social capital - the social "glue" that holds society together. Such criticisms frequently rest on a conceptualisation of "the media" as large, corporate and city-based; seldom do they acknowledge the role of media outlets in regional and rural areas. Yet in Australia such outlets have been a central part of local news and information networks since the early days of European settlement. This paper reports on a pilot study which examined the part played by local media in fostering a sense of community in two South Australian regional towns - the remote desert mining township of Roxby Downs and the provincial centre of Mount Gambier. The qualitative study was guided by research questions which focused on the implications of media reporting about community developments when communities are moving through challenging times. The paper reports that the themes which emerged during the study help to illuminate the role of regional media in setting the communication context for regional sustainability and social capital.