Page 83 - Key Words in Religion Media and Culture

66 J. Kwabena Asamoah-Gyadu

dedicated to that particular ministry could be assessed through the sacred
practice of giving. Though the followers of media ministries may not be able
in every case to participate immediately in the activities of a given ministry,
they may do so remotely or vicariously through their giving. Such donations
serve three main purposes in the religious practices of the sorts of ministries
that use the media most. First, donations serve as “points of contact” or
channels of blessing for the donors. A person’s salvation and success in life
have virtually become dependent on the material investments he or she
makes in the kingdom business of modern radio and televangelists. In return,
donors are integrated into a virtual community of religious consumers of
the pastoral products of particular evangelists. They receive books, audio
and video cassette tapes, and recordings of sermons. Second, the community
of donors helps to perpetuate and extend the influence of the ministries
concerned. Third, donating money legitimates a ministry, helping the
“minister” to see how his or her ministry is appreciated and helping the
donor to participate in feedback mechanisms that facilitate the success and
longevity of media ministries.

Community media

Community media have been with the Western world for many years. Here
community radio stations and newspapers were the main means of relaying
information to people and articulating concerns with which communities
could immediately connect. As with other forms of media, community radio
and newspapers made people feel important and gain a sense of recognition
that then enhanced their sense of belonging and care. The chief objective
of community media, as Robert White explains, is to create dialogue in the
community. They have a strong commitment, he notes, to become a “voice
for the voiceless” and make a special effort to develop the communication
competencies of less-educated minorities (White 2003: 287).
Community media developed in Africa from the early years of the
colonial period where they gradually replaced the periodic visits of Ministry
of Information vans that toured villages bringing news from the seat of
government. The distance between the government and the grassroots was
quite wide, but information and documentary cinema vans brought things
closer by bridging the gap. It used to be a great pastime in many African
villages as they congregated in the village park on weekend evenings to watch
documentaries on the nice things and developments going on in their capital
cities. Community media also have a strong educative agenda. That was its
essence, so in African countries they tend either to be owned by churches or
else have a very strong religious orientation. Community media, which in
Africa tends to be radio and the local newspapers in vernacular languages,