The Ofcom review of local media offers an important opportunity to reflect on the role of local news and information in the UK. The review centres on the delivery of “news and information,” focusing on practical updates such as local news, weather, and traffic. While these transactional forms of content serve an essential purpose in keeping communities informed, they leave unanswered questions about the broader role local media can play in strengthening and empowering communities. By concentrating on information that is functional and immediate, the review overlooks the deeper, transformative potential of local media to connect individuals, foster civic participation, and enhance social cohesion.
This omission is particularly significant given the example set by community radio, where the principle of “social gain” underpins operations and outcomes. Social gain is not merely about providing updates but is fundamentally concerned with the empowerment and inclusion of local voices, the celebration of local culture, and the provision of training and education opportunities. Despite its proven value, this model remains underexplored in current media policy discussions. Both Ofcom and the Department for Digital, Culture, Media and Sport (DCMS) have, over time, relaxed the accountability measures tied to the significant social gain obligations of community radio licensees. This trend risks diminishing the broader benefits that community media has demonstrated it can provide.
The current approach to local media policy and review seems insufficient to address the hollowing out of local media across the UK. Without a meaningful consideration of how the principles and practices of social gain-focused media can inform a broader strategy, there is a danger that the public value of local media will continue to erode. This blog seeks to explore what is missing in Ofcom’s review and to advocate for a renewed emphasis on social gain as a guiding principle in local media policy.
What Ofcom Says About Local Media
Ofcom’s review of local media focuses on understanding how individuals access and engage with local news and information across the UK. It highlights the need for accessible and up-to-date content that responds to the practical needs of communities, such as keeping residents informed about current events, local weather updates, and traffic conditions. These are presented as core elements of what audiences expect from local media services, and they underline the transactional nature of much of the content currently produced.
This emphasis on transactional content aligns with broader audience trends, where the immediacy and utility of information play a significant role in media consumption habits. For example, weather forecasts and traffic updates are often accessed via digital platforms or integrated into daily routines, making them some of the most frequently consumed forms of local media. Ofcom’s review acknowledges the critical role these services play in helping communities navigate their daily lives, but it also stops short of exploring how local media might evolve to meet wider community needs beyond these immediate concerns.
The review also touches on the platforms through which audiences access local media, including traditional outlets such as newspapers and radio, as well as digital and social media. This reflects the shifting landscape of local media consumption, where digital platforms increasingly serve as primary sources of news and information. Ofcom identifies these trends but provides limited insight into the implications for community engagement or the potential for local media to foster deeper connections within communities.
While the review provides a useful snapshot of how audiences interact with local media, it is constrained by its focus on functional information delivery. It offers little consideration of the broader social, cultural, or civic roles that local media could play in addressing issues such as representation, inclusion, or community-building. This narrow focus raises important questions about whether the review adequately addresses the challenges faced by local media in a way that supports their long-term sustainability and relevance.
The Overlooked Potential of Social Gain Media
The concept of social gain offers a vital, yet underexplored, framework for understanding the broader value of local media. Unlike transactional content, which serves immediate and practical needs, social gain emphasises the long-term benefits that media can deliver to communities. At its core, social gain is about creating spaces for inclusive representation, empowering marginalised voices, and fostering a sense of shared identity and purpose within a community. These outcomes go beyond the simple dissemination of information to actively contribute to community cohesion, resilience, and vitality.
One of the defining features of social gain is its ability to provide opportunities for active participation in media production. This participatory model allows members of the community to become co-creators of content, rather than passive consumers. Through this process, individuals gain valuable skills in media literacy, storytelling, and technical production, which can have a transformative impact on their confidence and employability. By encouraging participation, social gain-driven media fosters a deeper connection between the content and the lived experiences of the audience, making it more relevant and meaningful.
Another significant aspect of social gain is its potential to strengthen civic engagement. Local media that prioritises social gain can serve as a platform for informed public debate, enabling communities to discuss issues that matter to them and to hold decision-makers accountable. This role is particularly critical in an era where trust in traditional media and institutions has eroded. By grounding their operations in the needs and concerns of local communities, socially-oriented media can rebuild this trust and encourage more active participation in civic life.
Cultural enrichment is another dimension where social gain has a profound impact. Media that celebrates local culture, heritage, and creativity helps communities to preserve their unique identities while fostering pride and belonging. This cultural focus also provides a counterbalance to the homogenising effects of globalised media, ensuring that diverse voices and perspectives remain visible and valued.
Despite its transformative potential, the principles of social gain are largely absent from Ofcom’s review of local media. This omission reflects a broader trend in media policy, where the focus on measurable outputs, such as audience reach and engagement metrics, often overshadows less tangible but equally important outcomes like empowerment, representation, and cohesion. Recognising and integrating social gain into the policy framework would not only address this gap but also provide a pathway for local media to evolve into a more inclusive and impactful force within society.
Community Radio: A Model for Social Gain
Community radio provides a compelling example of how local media can embody the principles of social gain. Unlike commercial or public service broadcasters, community radio stations operate on a not-for-profit basis, prioritising the needs and interests of the communities they serve. This structure allows them to focus on delivering social, cultural, and educational benefits rather than being driven by commercial imperatives or audience ratings.
One of the defining features of community radio is its ability to foster participation at all levels. Community members are often directly involved in the creation and production of content, providing them with opportunities to develop new skills and build confidence. This participatory approach ensures that the content is deeply rooted in the experiences and concerns of the local audience, making it uniquely relevant and authentic. Moreover, it helps individuals who might otherwise feel excluded from mainstream media to find a platform for their voices and stories.
Community radio also excels in promoting local culture and identity. Stations often serve as hubs for local music, arts, and storytelling, giving creators a space to share their work and reach new audiences. This cultural focus not only enriches the community but also strengthens its cohesion by celebrating shared experiences and heritage. By highlighting local achievements and addressing local challenges, community radio creates a sense of pride and belonging among its listeners.
The educational role of community radio is another critical aspect of its social gain. Many stations offer training programmes in broadcasting, journalism, and technical production, providing valuable opportunities for personal and professional development. These initiatives are particularly beneficial for young people, the unemployed, or marginalised groups, who may lack access to such resources elsewhere. Through these efforts, community radio stations contribute to building local capacity and resilience, empowering individuals to take an active role in shaping their communities.
Civic engagement is also a key area where community radio demonstrates its value. By providing a platform for discussion and debate on local issues, stations encourage active participation in civic life and help to hold decision-makers accountable. This role is particularly important in areas where other forms of local media have declined, leaving a gap in the public sphere that community radio is uniquely positioned to fill.
Despite these achievements, the contributions of community radio to social gain often go underrecognised in media policy. This oversight risks undermining the long-term sustainability of a sector that has proven its ability to deliver meaningful benefits to communities. A greater emphasis on the principles and practices of social gain in policy discussions could help to ensure that community radio continues to thrive and to inspire other forms of local media to adopt similar approaches.
Policy Gaps and Missed Opportunities
The current policy landscape surrounding local media reveals significant gaps that hinder its ability to address the broader needs of communities. One of the most pressing issues is the erosion of accountability mechanisms for community radio and other local media providers. Over the years, measures that once ensured these platforms delivered tangible social benefits have been scaled back. This relaxation of reporting and licensing requirements has made it more difficult to assess the true impact of local media, particularly in terms of its contribution to social gain.
Another area of concern is the limited recognition of social gain as a key outcome in media policy. While the principles of social gain align closely with broader societal goals, such as fostering inclusion, promoting cultural diversity, and supporting civic participation, these outcomes are often overlooked in favour of metrics that prioritise audience size and economic viability. This narrow focus reduces the incentive for media organisations to engage in community-driven initiatives, which are harder to quantify but no less important for long-term social cohesion.
The lack of dedicated funding and support for community media further exacerbates these challenges. Unlike larger public service broadcasters, community radio stations and other grassroots media outlets often operate with minimal resources. Without sufficient investment, their ability to deliver training, support local culture, and provide platforms for underrepresented voices is severely constrained. This underfunding not only limits their immediate impact, but also undermines their sustainability, leaving communities without vital sources of locally relevant content and engagement.
Policy discussions have also largely failed to address the changing dynamics of media consumption, particularly the shift toward digital platforms. While these platforms offer new opportunities for reaching audiences, they also pose significant challenges for local media providers, who may lack the resources and expertise to compete in an increasingly digital landscape. The absence of a cohesive strategy to support local media in adapting to these changes leaves many providers struggling to remain relevant and accessible to their audiences.
Addressing these policy gaps requires a fundamental shift in how the value of local media is understood and measured. Rather than focusing solely on transactional content and economic outcomes, policymakers must recognise the importance of social gain as a guiding principle. By incorporating social gain into licensing criteria, funding decisions, and regulatory frameworks, it is possible to create an environment where local media can thrive as a vital part of the social and cultural fabric of communities. This approach would not only ensure the long-term sustainability of local media but also maximise its potential to deliver meaningful benefits to society as a whole.
The Hollowing Out of Local Media
The decline of local media in the UK reflects a broader process of hollowing out, where the capacity of local media outlets to serve their communities has been gradually eroded. This trend is evident in the reduction of locally produced content, the closure of small independent outlets, and the consolidation of media ownership into fewer hands. These changes have significantly diminished the diversity and richness of local media, leaving many communities without access to the information and representation they need.
One of the key factors contributing to this hollowing out is the economic pressure faced by local media organisations. The shift in advertising revenue to global digital platforms has deprived local outlets of a critical source of income. As a result, many organisations have been forced to cut costs, often by reducing staff, outsourcing content production, or abandoning local coverage altogether. This has led to a decline in the quality and relevance of local media, further alienating audiences and exacerbating the financial challenges faced by these organisations.
The consolidation of media ownership has also played a significant role in the decline of local media. Large media conglomerates often prioritise economies of scale over local relevance, leading to a standardisation of content that fails to reflect the unique needs and interests of individual communities. This approach undermines the ability of local media to act as a platform for diverse voices and perspectives, reducing its value as a source of information and connection for local audiences.
Another consequence of the hollowing out of local media is the loss of trust and engagement among audiences. As local outlets struggle to maintain their presence and relevance, many people have turned to alternative sources of information, including social media and global news platforms. While these sources can provide valuable content, they often lack the local context and accountability that make traditional local media so important. This shift has further weakened the role of local media as a trusted source of information and a forum for public debate.
The decline of local media also has significant implications for community resilience and cohesion. Without access to locally relevant news and information, communities are less able to engage with the issues that affect them and to participate in collective decision-making. This undermines the ability of local media to act as a catalyst for civic engagement and social change, leaving communities more fragmented and less empowered.
To address the hollowing out of local media, it is essential to recognise its root causes and to develop policies that support the sustainability and relevance of local outlets. This includes addressing the economic challenges faced by local media, promoting diverse ownership structures, and investing in initiatives that foster community engagement and representation. By taking these steps, it is possible to revitalise local media and to ensure that it continues to play a vital role in the social and cultural life of communities across the UK.
Reclaiming Social Gain in Media Policy
Reclaiming the role of social gain in media policy requires a deliberate and thoughtful approach to redefining the objectives of local media. It begins with recognising that the value of local media cannot be solely measured through audience reach or economic viability. Instead, the focus must shift towards how media serves communities by fostering engagement, representation, and collaboration.
An essential step in this process is the integration of social gain principles into regulatory frameworks and licensing requirements. This involves establishing clear expectations for media providers to demonstrate their contributions to community development, whether through participatory content production, skills training, or amplifying underrepresented voices. Such measures would not only ensure accountability but also encourage innovation in how media connects with its audience.
Funding also plays a pivotal role in reclaiming social gain. Community media outlets, which often operate on limited resources, require targeted investment to sustain their operations and expand their impact. Public grants or subsidies could be aligned with social gain objectives, ensuring that funding is directed towards projects that demonstrate tangible community benefits. This could include initiatives focused on cultural preservation, educational opportunities, or fostering local dialogue around pressing social issues.
Another critical aspect is the adaptation of local media to the digital age. While digital platforms present significant challenges, they also offer opportunities for engaging younger audiences and expanding the reach of community-focused content. Policymakers and media organisations must work collaboratively to develop strategies that harness the potential of digital tools while maintaining the unique characteristics that make local media valuable. This might include training programmes for digital skills or partnerships with tech companies to amplify local content.
Equally important is the need to prioritise inclusivity in media policy. Social gain is rooted in the idea that media should reflect and serve the diversity of its audience. Ensuring that marginalised groups have access to platforms where their voices can be heard is not just a social imperative but also a way to enrich the cultural and civic fabric of communities. This requires proactive measures to remove barriers to participation and to promote equity in how media resources are distributed and accessed.
Ultimately, reclaiming social gain in media policy is about redefining the role of local media as a public good. It calls for a shift away from transactional approaches towards a vision of media as a shared resource that empowers communities, builds connections, and supports a more inclusive and participatory society. By embedding these principles into the foundation of media policy, it is possible to create a framework that not only addresses the challenges facing local media but also unlocks its potential to deliver lasting social impact.
Next Steps
The future of local media depends on a fundamental shift in how its value is understood and supported. Ofcom’s current review, while useful in identifying trends in audience expectations and consumption patterns, falls short in addressing the deeper roles that local media can play in fostering social cohesion, empowering communities, and amplifying underrepresented voices. The transactional focus of the review highlights a narrow understanding of local media’s purpose, one that prioritises immediate information delivery over long-term social impact.
For local media to thrive, policy and regulatory frameworks must evolve to incorporate the principles of social gain. This means recognising the unique contributions of community-focused media, such as their ability to provide inclusive platforms, foster cultural enrichment, and strengthen civic engagement. These outcomes cannot be measured solely through audience metrics or economic performance but require a broader perspective that values the intangible yet transformative benefits media brings to society.
Reclaiming social gain as a guiding principle in media policy offers an opportunity to revitalise local media and restore its role as a vital part of the social fabric. This approach calls for stronger accountability measures, targeted investment, and support for innovative practices that respond to the needs of diverse communities. It also demands a commitment to equity and inclusion, ensuring that all voices have access to the platforms and resources they need to be heard.
Ultimately, the success of local media lies in its ability to serve as more than just a source of information. It must be a space for connection, empowerment, and transformation, where communities can come together to share stories, address challenges, and shape their futures. By embracing this vision, policymakers, practitioners, and audiences alike can help ensure that local media remains a powerful force for good in a rapidly changing world.
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