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

6 Study Sites6 Study Sites

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