Linking media with rural communities Helen Hambly Odame Associate Professor Capacity Development and Extension Ontario Agricultural College University of Guelph, Canada

Sharing the same roots … Community and communication Latin communitat-, communitas, from communis (to make common) A community is only possible through communication The link between media and rural communities emphasizes communication as a two-way process – not simply as a media product

Media creates and shares meaning Media are not sufficiently viewed as partners in agricultural and rural development – they typically are contacted at the end of an initiative/project and not at the beginning Journalists may be well-suited but highly challenged to engage in communication that fits with the needs of rural communities Journalists may not be aware of how they create meanings – importance of journalistic ethics Media meanings directly affect rural communities –how the community sees itself –how others see the community

More than ever before ACP and non- ACP media professionals are aware of their influence in terms of facilitating public engagement in development processes A major shift in the media landscape since the mid-1980s has been the emergence of media owned and operated by rural communities

Rural communities have a real demand for information and action that many outside journalists cannot supply/satisfy even if they were willing home grown local media specialists increasing local media can satisfy local demand for news, information, action possible influence on national development through networking with other media beyond the local level

Some types of media that can create and share power with rural communities Community radio Participatory video – can also be linked to television and film documentaries Telecentres that truly function as community resource centres Press that shares many different rural voices/languages and speaks to issues of importance to rural communities (e.g. agriculture as it affects resource-poor farmers) – and more in the future???

Thank You / Merci Helen Hambly Odame Associate Professor Capacity Development and Extension Ontario Agricultural College University of Guelph, Canada