Community Radio and Convergence: Breaking Bo...

Community Radio and Convergence: Breaking Boundaries in the Age of Social Media

Author Name : Dr. Anamika Sharma

ABSTRACT Convergence is a term that describes the layer of abstraction which enables different technologies to interoperate efficiently as a convergent system. In this system new technologies are created and take over the past technology and perform the same task in a more advance manner. This study addresses technological shift of community radio in new media technology. Radio is the most widely available mass medium in the world for over a century. Its importance remains the same today as it was decades ago. It can be inferred from the fact that many influential leaders have been using it for mass communication. Community radio broadcasting was an important step taken for development needs of developing and under developed countries. Over the years community radio has become source of strength for downtrodden, marginalized, and oppressed people. Community radio is a radio for the people, of the people and by the people, it have democracy in its roots. The policies made for community radio in India have not only established it as a tool for development, but it is also becoming a source of aspirations and inspiration for a particular community. Over time, the reach of social media and its incredible potential for mass broadcasting of various media ventures has also expanded the reach of community radio. This is the era of new media technology. New media technologies are also opening up new spaces for the audience of community with technological convergence. This study deals with the technological shift of community radio in different Social media platforms. It also investigates the impact of this technological convergence on community radio. The study based on a systematic approach to achieve its goals and access the effectiveness of media convergence. The study suggests that the technological convergence of community radio with social media platform is more effective in urban or semi urban area of the country but community radio remains more effective on defined target audience in rural or remote areas.