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Abstract
Media scholars and journalists expect local media to function as vital institutions for the creation and maintenance of a democratic political and public arena and a general sense of social cohesion and public connection (Aldridge, 2007; Couldry et al., 2007; Franklin, 2006; Rosenstiel et al., 2007). Taking a different angle, this paper tries to understand what kind of social role the audience wants their local media to perform. The material presented here relies on audience research and ethnographic investigation of the largest local TV broadcaster in Amsterdam (AT5), as well as on a basic production study of 17 local broadcasters in Rotterdam. It turns out that city residents of Amsterdam expect their local TV station to perform seven social functions: (1) supplying background information (unbiased, reliable, good-humoured, fast and multi-perspectival); (2) fostering social integration, or giving citizens insight into how the city “works”; (3) providing inspiration; (4) ensuring representation (“voice”, recognition and “mirroring”); (5) increasing local understanding; (6) creating civic memory; and (7) contributing to social cohesion, or a sense of belonging. We argue that local media do not only constitute a precondition for democracy by representing the city to its residents; to meet this standard, local TV broadcasters will also have to become more democratic themselves, in the sense of better representing local residents to the city and each other by supplying more nuanced stories about them.
Acknowledgements
The author is grateful to the following individuals who greatly contributed to the research underlying this article: Tex de Wit, Merel van Geffen, Sharif Abdel Mawla, Guy Reinards (interns Media and Culture Department, University of Amsterdam), Leonie de Wit (policy employee Art & Culture Department, Rotterdam), and Marijke de Valck and Hester Morssink (assistant professors Media and Culture Department, University of Amsterdam). Special thanks to the two referees for their helpful and encouraging comments.
Notes
1. Transcity Marketing and Communications Agency, Rotterdam, November 2007.
3. Ross found a prevalence of well-educated white men as sources. “It is of significant concern that in a region like the West Midlands which has an ethnic minority population of around 600,000 (approximately 18 per cent), that less than 4 per cent of all quoted sources were members of identifiable ethnic minority communities and of these, 26 per cent were women. It is of significant concern that only one-third of ‘all’ sources were women and that only a quarter of sources were asked to speak or be featured as ‘ordinary’ people” (Ross, 2006, p. 243).