Building Community Ties: The Community Media's Contribution to Adivasi Social Cohesion

Abstract

This study examines the role of community media in promoting social cohesion and empowerment among Adivasi communities in India. Utilizing a descriptive qualitative approach rooted in perception phenomenology, the research incorporates Social Identity Theory and Empowerment Theory to explore how community media enhances cultural identity, agency, and socioeconomic development within these communities. Through in-depth interviews and participant observations, the study captures insights into the experiences of Adivasi individuals related to education, economic growth, and women's empowerment, all facilitated by community radio, television, and digital platforms. The findings indicate that community media plays a vital role in preserving Adivasi culture and identity, expanding educational access, and fostering socioeconomic progress, particularly for women. Community radio has proven to be an essential tool for sharing legal, health, and agricultural information, while local television and digital media platforms have empowered Adivasi individuals to engage in advocacy and civic participation. This study emphasizes the crucial role of community media in helping Adivasi communities safeguard their cultural heritage, enhance their well-being, and actively engage in socio-political issues, highlighting its potential as a means for social justice and community resilience.