The Use of the Traditional The Use of the Traditional Media in Rural CanadaMedia in Rural Canada
Alison MossAlison Moss
Department of Rural DevelopmentDepartment of Rural Development
Brandon UniversityBrandon University
Introduction: Rural Canada & the Introduction: Rural Canada & the Traditional MediaTraditional Media
Evolution of the concept & structure of Evolution of the concept & structure of communitycommunity
Role of communication networks Role of communication networks Processes of change & modernizationProcesses of change & modernization
Understanding CapacityUnderstanding Capacity
Translating assets into desired outcomesTranslating assets into desired outcomes Four fundamental types of Four fundamental types of
relations/processesrelations/processes Communal Communal AssociativeAssociative BureaucraticBureaucratic MarketMarket
Interrelationships & linkagesInterrelationships & linkages
Examining the Concepts: Examining the Concepts: A Review of the A Review of the LiteratureLiterature
Role of the traditional mediaRole of the traditional media Platform to share ideas & attitudesPlatform to share ideas & attitudes Scope & nature of the audienceScope & nature of the audience CohesionCohesion
Impact of the InternetImpact of the Internet Fragmentation of audiencesFragmentation of audiences Democracy & participationDemocracy & participation
What is the Traditional What is the Traditional Media?Media?
Separation of communication from time & Separation of communication from time & spacespace
Communication mediums that do NOT possess Communication mediums that do NOT possess an interactive quality that requires technologyan interactive quality that requires technology
Six types included:Six types included: NewspapersNewspapers Television Television RadioRadio Community newslettersCommunity newsletters Bulletin boardsBulletin boards Interpersonal communication areasInterpersonal communication areas
Research ObjectivesResearch Objectives
To examine the changing nature & role of To examine the changing nature & role of the traditional media in rural communities the traditional media in rural communities
3 Primary Objectives:3 Primary Objectives: To understand change over timeTo understand change over time To understand the illustrative qualities of the To understand the illustrative qualities of the
traditional media in the changing rural traditional media in the changing rural countrysidecountryside
To understand capacity building in the new rural To understand capacity building in the new rural economyeconomy
Research DesignResearch Design
New Rural Economy (NRE) ProjectNew Rural Economy (NRE) Project Component of the Communications Theme of Component of the Communications Theme of
the NREthe NRE 6 Study Sites6 Study Sites Qualitative methodologyQualitative methodology Key informant interviewsKey informant interviews
44 interviews44 interviews Summer & fall of 2004Summer & fall of 2004
Results: Community Results: Community ChangeChange
Identification of issues and changes Identification of issues and changes faced by rural communitiesfaced by rural communities
Responses reflected typical trends Responses reflected typical trends occurring in rural areas:occurring in rural areas:
Out-migrationOut-migration Population declinePopulation decline Aging populationAging population Economic changesEconomic changes Loss of servicesLoss of services
Results: Role of TMResults: Role of TM
Importance of newspapers for advertising Importance of newspapers for advertising and newsand news
Other forms of the traditional media are Other forms of the traditional media are valuable but subject to availabilityvaluable but subject to availability
Interaction: core feature of communityInteraction: core feature of community A reflection of community interaction A reflection of community interaction
through the local origin and through the local origin and dissemination of informationdissemination of information
Results: TM’s Link to Results: TM’s Link to Communal RelationsCommunal Relations
The traditional media generates strong The traditional media generates strong community bonds and contributes to family community bonds and contributes to family fabricfabric
The traditional media creates awarenessThe traditional media creates awareness The media informs people about what is The media informs people about what is
happening in the communityhappening in the community Newspapers keep people informed about local Newspapers keep people informed about local
lifelife The free newspaper is important, it advertises The free newspaper is important, it advertises
businesses and events and is distributed to all businesses and events and is distributed to all residentsresidents
Results: TM’s Link to Results: TM’s Link to Associative RelationsAssociative Relations
The paper helps volunteer and community The paper helps volunteer and community groups with their work and activitiesgroups with their work and activities
The traditional media generates awarenessThe traditional media generates awareness Volunteer and community groups advertise and Volunteer and community groups advertise and
gather information via the newspapergather information via the newspaper Reporting about associations’ activities gives Reporting about associations’ activities gives
them publicity and advances their causethem publicity and advances their cause
Results: TM’s Link to Results: TM’s Link to Bureaucratic RelationsBureaucratic Relations
The traditional media directs people toward The traditional media directs people toward services.services.
The traditional media is very important for The traditional media is very important for communicating with the public. It also conveys communicating with the public. It also conveys public opinion, which influences institutionspublic opinion, which influences institutions
Public opinion, positive or negative, can form Public opinion, positive or negative, can form based on stories in the newspaper, which may based on stories in the newspaper, which may alter what groups are doingalter what groups are doing
Results: TM’s Link to Results: TM’s Link to Market RelationsMarket Relations
All types of traditional media communications All types of traditional media communications are used for advertisingare used for advertising
Local businesses use local mediaLocal businesses use local media The traditional media is important for publicity, The traditional media is important for publicity,
its role is to share information, especially its role is to share information, especially through bulletin boards and newspapersthrough bulletin boards and newspapers
The traditional media influences consumer The traditional media influences consumer behaviourbehaviour
Concluding RemarksConcluding Remarks
Further explore the evolving concept of Further explore the evolving concept of communitycommunity
Further research into the link between Further research into the link between communication & modernizationcommunication & modernization
Further research into the role of the Further research into the role of the traditional media in a highly modern, traditional media in a highly modern, technologically advanced environmenttechnologically advanced environment