Social action and community media – Level 3 Digital Media Cambridge Technical Revision

Social action refers to steps or acts taken to effect social change, often directed towards improving social welfare, enhancing social justice, or addressing social issues.
Community media is a form of media produced and distributed by community members. It tends to be non-commercial and locally focused, prioritising the interests and needs of the local community.

Community media tends to be participatory and inclusive, encouraging active involvement from community members.
It prioritises localism, focusing on local issues considered less newsworthy by mainstream media.
It is often non-commercial and not-for-profit, focusing more on enriching and informing the community than making a profit.
It embodies a democratic spirit, providing a platform for marginalised or under-represented voices.
It employs various channels - print, radio, television, and digital media, to reach its audience.

Community media promotes community engagement, motivating citizens to contribute to the public sphere and actively participate in social affairs.
It provides a platform for marginalized and underrepresented groups, giving them a chance to voice their opinions.
The local focus of community media often fills a gap left by mainstream media, which can neglect local issues in favour of broader or more sensational news.
It helps educate and inform the public about local issues, events, resources, and services.

Social action in community media can take many forms. It often includes campaigns that raise awareness, fundraising initiatives, and advocacy work.
It drives community-led solutions to local issues, mobilising resources and human capital to address, for example, environmental problems, poverty, homelessness, or social injustices.
Community media uses its platform to speak truth to power, challenging authority, highlighting inequality, and querying governance where needed.
It also fosters social cohesion, with initiatives that celebrate diversity, promote understanding, or challenge prejudice.

Digital technology has revolutionised community media, increasing its reach and accessibility.
Social media platforms have afforded an inclusive space for community conversations, providing a space for community-based groups and initiatives to reach wider audiences.
The rise of podcasting and internet radio, for example, has allowed for a more diverse range of voices and topics than traditional radio.

Media professionals play a crucial role in advancing social action by creating awareness about social issues through storytelling and news reporting.
They often play key roles in developing and implementing communication strategies for social action, using their skills and platforms to enhance visibility, mobilise supporters, or galvanise action.
Media professionals must uphold ethical standards, fact-check and provide accurate, unbiased reporting.
They can also play a part in media literacy education, helping the public to critically analyse media messages and understand the media’s role in shaping social perception.