数多くあるメディアのうちラジオは,他のメディアと比較して,地域活動が有する特徴に対応することが十分可能である.「継続性」,「同時伝達性」,「時間的な自由度」が高いため,発信者(活動の主催者)がその背景にあるものをじっくりと語ることにより,聴取者の心に最も刺さりやすい.従って,地域づくりの活動の周知や理解促進に最も有効かつ効果的なメディアといえると結論付けた.しかし,前報の取組みは,メディアからの働きかけに対する市民側の反応について十分な検証が出来ていなかった.それ故,ラジオ放送を活用した際の市民の反応や動きを検証する研究が必要であると考え,2020年12月に大分市で開催された地域活動「巨大モザイクアート展」を事例として調査を行った. この実証実験から,「主催者」,「メディア」,「市民」という3者の動向を整理し,前報の取組みと比較して分析した.その結果,地域活性化活動におけるラジオ放送の有効活用の条件は,地域づくり活動に「人の『善意』に訴えかける要素があること」,「自ら主体性を持って行動する仕組みがあること」,「活動の結果が明確に見えるものであること」の3点が挙げられる.この3点を兼ね備えた地域づくり活動こそが,ラジオ放送を活発化させ,市民の関心を高め,理解や共感を得て,主体的な行動へ移行できると期待する.このことより,ラジオ放送は,地域づくり活動の促進に最も有効かつ効果的なメディアといえる.
Radio has the potential to better accommodate the characteristics of community activities compared to other media. This is because, aspects of “continuity”, “simultaneous transmission”, and “scheduling freedom” are high. Therefore, the broadcasters (the organizer of the activity) can carefully talk about the background. That makes it the easiest medium to appeal to listeners. Therefore, it was concluded in earlier research that radio is the most effective medium for disseminating and promoting understanding of community development activities. However, efforts of the previous research report have not been able to fully verify the public’s reaction to the media’s efforts. Therefore, more research was needed to verify the reactions and movements of citizens when using radio broadcasting. Based on this idea, the authors conducted a survey using the regional activity “Giant Mosaic Art Exhibition” held in Oita City in December 2020 as an example.
Based on the survey results, the authors looked at the trends of the three parties, “organizer”, “media”, and “citizen,” and analyzed them in comparison with the outcomes of the previous report. As a result, the conditions for effective utilization of radio broadcasting in regional revitalization activities are as follows:
1: There is an element that appeals to people’s “good intentions”,
2: These is a mechanism that compels the listener to respond and act independently,
3: The result of the activity is clearly visible
It is expected that community development activities that meet these conditions will make use of commercial radio broadcasting, raise the interest of citizens, gain their understanding and sympathy, and encourage proactive actions. From this, it can be said that radio broadcasting is the most effective medium for promoting community development activities.