In community media research in Japan, it has been pointed out that there
is a bias in studies centered on the viewpoint of media companies and a lack of
audience research. In addition, the number of community media studies has
been limited to introducing only a certain aspect of the community media looking
at a specific period of time. So, it has been suggested that it is necessary to
comprehensively understand community media business processes―from the
beginning through its continuation until its eventual end (or growth). Therefore,
this study aimed to analyze community media using the media business
process model and conducted a case study of Amami FM’s 10-year business,
which began community broadcasting as a cultural device. Three qualitative
methods were applied including in-depth interviews with the people related to
business operations, analysis of 10-year programs and in-depth interviews with
the organizers, as well as six focus group interviews consisting of listeners of
the station. The results presented the need for analyzing the media process of
creating, sustaining and developing from the three perspectives of ⑴ business,
⑵ audiences and ⑶ communities. Furthermore, the findings indicated that it is
effective to consider a new model in understanding the community media as a
cultural device.
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