| Mainstream mass media of the 21st century consists of a few corporate monopolies. In response, citizens seek media literacy and empowering participation through community-based media in what Habermas discussed as the public sphere. The purpose of this study is the examination of the social learning processes of media literacy initiated by community-based media, and how community media users become actively involved in socially and politically motivated hegemonic struggles. Some people initially become involved in community media to learn how to use equipment and be creative, but others intend to affect social and political change. Strategic activity using the tool of localized, mediated communication may be related to what Gramsci referred to as a war of position, and Buckingham has addressed as a form of preparation.; A triangulation of qualitative and quantitative methods focuses on the review of data collected in four case studies, a community media studies blog and curriculum. The analysis of data explores a continuum of community media literacy along a spectrum. The educational outcomes of media literacy may be considered in a continuum that ranges from informational media literacy (I.M.L.) at an entry level, to critical media literacy (C.M.L.). Weick's social organizing model serves as a scholarly map for how this activity and learning takes place, aligned with the grassroots organizing strategies of community activists.; A study of how these social learning processes in community media education contribute to media literacy is important in an era of concern about the imposing influence of monopolizing media. The research will reveal the important role of community media as human rights, the environment, and even entire cultures are threatened in a diverse and globalizing society. This information may be transferable to more formalized programs of media education in schools. At a time when scarcity of finances and resources in community media is of concern, the findings may contribute to their relevance and sustenance. In addition, other studies in community media will be motivated in the academy and elsewhere. |
