| This dissertation introduces the concept of the "media community" and the four dimensions used to measure it. It examines the role of community in generating support (defined as listening and contributing financially) for public radio, specifically NPR, which has evolved from mostly government supported to mostly community supported. Public radio station managers were interviewed to learn what tools and tactics NPR stations are using to engage their audience and build a sense of community. Public radio listeners were then surveyed to learn if they perceive they are part of a community of listeners and if that perception influences support.;The creation of the term media community was inspired by three conceptions of community, including imagined community, sense of community and brand community. Elements from these constructions of community converge to create and define media community. The findings suggest that NPR stations are engaging in many activities, such as hosting events, which can help to create a sense of community. Additionally, this work concludes that a sense of media community can positively influence support through listening and donating financially. The findings also suggest NPR stations are engaging in many activities, such as hosting events or soliciting listener feedback, which can help to create a perception of media community. |
