Ways to Give

Media and Community: Powerful Partners for Community Improvement


On October 6th a group of media-reform-minded organizations joined together to host a panel discussion on how the media interacts with local neighborhoods and communities.  The event was a great success.  Below is California Common Cause Associate Director JoAnn Fuller's account of the event.

 

Media and Community: Powerful Partners for Community Improvement

 

"I was encouraged by the collective brainstorming, sharing and recommendations tonight! I want to help move forward on these suggestions," participant Bel Reyes.

 

That's the email I received the morning after the community discussion California Common Cause's Sacramento Media Group organized with CARE (Committee Addressing Racial Equity) and Access Sacramento, and hosted by South Sacramento County Visions on October 6th.

 

Nearly 50 people came together to discuss how the news and information media treat their communities and to suggest what might enrich a community-media partnership so all are better served. The opening panel featured media professionals Anzio Williams, news director for Channel 3, Loretta Kalb of The Sacramento Bee, Ron Cooper, executive director of Access Sacramento, and Ben Ilfeld of the online newspaper SacramentoPress.com. Also participating was Larry Lee, president of The Observer Newspapers.

 

Mr. Ilfeld set the tone for the evening when he emphasized the need for creative thinking around the delivery of news and information, given the tough economic times for all and funding challenges mainstream media faces.  Some ideas certainly include opportunities the Internet provides, such as lower costs of posting news and public affairs information. However, he noted that many people do not have access to the Internet in their homes or don't know how to use the resource. He called on participants to consider how the media could be more democratic and representative of diverse communities.

 

After the panel, participants broke up into small groups to discuss how the media influences the way they think about their neighbors and neighborhoods different from their own. Individuals noted that the media tends to use a broad stereotypic stroke when describing large areas of the county as "South Sacramento" instead of referring to specific localities when reporting a crime. They also asked that positive news about their neighborhoods be reported, like the efforts of active local organizations working diligently to make Sacramento an even better place to live. Many people felt the media's focus on "murder and mayhem" spread unfounded fears and heightened prejudice among people.

 

Another response to a better community-media partnership was presented by Ron Cooper. He summarized an Access Sacramento proposal to recruit and train local correspondents to create neighborhood news bureaus with a hyper-local focus. Other suggestions from the evening included workshops to train community members how to pitch a story to local media and how to respond to the media with suggestions or if dissatisfied with their coverage.

 

Sacramento Media Group will follow-up on the suggestions made as well as plan future neighborhood forums. SMG meets on the fourth Thursday, 6:30-8:00pm at the Coloma Community Center, 4623 T Street in Sacramento. Please check in with JoAnn Fuller at  916-443-1792 or jfuller@commoncause.org if you plan to come to a meeting in November and December. Times may change due to the holidays.