Resumen de Cultural identity and community resilience to globalmass media: A local radio station case-study
This paper results from a partnership between Polytechnic Institute of Beja-Portugal3 (IPBeja) and a Local Radio,Rádio Voz da Planície (RVP) which are developing a work in progress study concerning the role of local radiostation in cultural identity and local development improvement, using the social representation approach, crossingintergenerational perspective.Local radio stations are facing unprecedented challenges. Some of them, unfortunately, were damned do disappear.Today, local mass media are fighting with global mass communication, and they tend to reaffirm their authenticpurpose in people’s lives and local development. In radio, the urge for cultural proximity by audiences and marketsegmentations by advertisers often favors the very local, although people still want to hear the global music and theglobal news. Nevertheless, local radio tend to cover the things that most concern people in daily life: local music, localnews, local events, local people, local affairs and local language.The research method relies on an empirical study concerning semi-structured interviews to central actors in localradio scenario, and focus groups with representative local forces, putting in evidence an intergenerational perspectiveby approaching young and eldering people
