"monologue is oppressive, while dialogue is liberating"
Paulo Friere in Pedagogy of the Oppressed, 1970
"when a dialogue becomes a monologue, oppression ensues"
Augusto Boal in Theatre of the Oppressed, 1979
Dialogue plays a pivotal role in community media, in the sense that messages can be refined and new angles to the topics explored, which can enhance the understanding of the issues at hand for the community involved. Hence dialogue can be used as a tool for changing social and cultural attitudes, this can happen through discussion forums where people can express and exchange views, etc. Development Communication, on the other hand, is at the basic key to Social Changes and Development and Community Service is at the heart of Community Media. With accurate information, people can make better choices on everything from preparing for a natural disaster to practicing healthy behaviours. Great media can make people think, prompting changes about issues like gender equality and good governance. Development communication comprises a whole range of strategies and approaches, from Behavioural Change Communication to Social Marketing for Social Change.
In the Community Media Environment, communities tend to be defined in terms of geography (a group of people living in a particular location) or interest (religion, politics, culture, hobby, or any other interest). A quality community service is one that:
• Validates and strengthens communities
• Covers topics that are relevant to the community
• Encourages community discussion and debate
Participation is the key feature of Community Media; it is what places community media outside of traditional media models, in which audiences are passive receivers of messages. In the Community Media Model, senders and receivers together create messages and meaning through participatory processes.
Applying Audio-Visual Communication Strategies, MANT has always taken participatory approaches in developing high quality contents. A basic foundation for this is creating relevant, believable messages within our productions like Serial Radio Dramas, Magazine Programmes and Publications etc. which are appropriate to the target audience, and which present a social message for change.
Media Literacy: Train people, particularly marginalized communities and individuals living in media-dark areas.
Ownership: Usually owned and controlled by marginalized people without access to conventional media.
Empowerment: Reducing digital divide.
Recognition: Giving a voice to the marginalized people and provide recognition to the people doing localized work and promoting social justice, integration and social change.
Transmission and Dissemination: Providing news of interest of marginalized community.