The power and the passion: a study of Australian community broadcasting audiences 2004-2007

Abstract

This paper reports on the first qualitative audience study of the Australian community broadcasting sector and concludes that the processes identified disturb the established power base of mainstream media. The efforts of community media producers and their audiences interrupt ‘common sense’ mainstream media representations by offering ‘good sense’ –alternatives which reveal the diversity of Australian culture at the local level. This is empowering for participating audiences who are either not represented or misrepresented in the mainstream media. The dissemination of different ideas and assumptions about the world and our place in it affirms a place for millions of Australians by validating their ‘whole way of life’.