Who Calls The Tune?

Publisher:  Canadian Council on Social Development, Canada
Year Published:  1977
Resource Type:  Article
Cx Number:  CX369

"Who Calls the Tune?" is a new publication by the Canadian Council on Social Development recounting the experiences of small community organizations with the media.

Abstract: 
"Who Calls the Tune?" is a new publication by the Canadian Council on Social Development recounting the experiences of small community organizations with the media. How often are their views and opinions aired? How many television documentaries or editorial pages are devoted to the plight of the underprivileged or minority groups? Small groups and organizations have turned to the community, media - cable TV stations, co-operative radio, their own newsletters, and newspapers to get their message out. They still need the commercial media if they are to reach a larger public and be able to influence public opinion. The study comes to four conclusions: 1) Community newspapers, low-power FM radio and cable stations need more resources in order to develop their potential as communications channels for local citizen and self-help groups. The capital and operating expenses required to establish and manage these media should be provided by the government. 2) Access to the commercial media is very limited and unsatisfactory. The media maintain absolute control over selection, programming and production, and groups often find that their activities, views, and proposals are distorted by the commercial media. 3) Canada needs a truly public broadcasting system which would make time and facilities available to groups that want to promote social change. 4) A national information exchange medium is also needed so that groups can share their knowledge and experience of using the media.
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