Turning (and tuning in) to rural media: Exploring the role of identity, place, and participation in locating community radio

Community Radio (CR) acts as a critical platform for fostering participation and cultural identity, especially in marginalized and rural contexts. The article proposes a conceptual framework for analyzing rural communication through an analysis of the activities of Radio Dhimsa, a community radio broadcaster in Eastern India. It critiques the tendency to treat ‘rural’ as a passive backdrop, advocating for a deeper understanding of the interplay between media, place, and rurality. By analyzing the cultural, administrative, and material dimensions of CR, the study highlights its multifaceted impact on content production and dissemination. Drawing on ethnographic and qualitative methods, including participant observation, interviews, and focus group discussions, and employing constructive interpretive grounded theory, the findings reveal Radio Dhimsa’s critical role in cultural preservation, local empowerment, and amplifying marginalized voices. Broadcasting in the Desia (Indigenous) dialect, the station fosters belonging and counters socio-political marginalization while navigating the challenges posed by physical geography and climatic conditions. This research contributes to emerging scholarship on rural communication by engaging with both material and cultural dimensions of CR. It underscores the transformative potential of community radio as a tool for participatory communication and cultural preservation, advocating for media studies that reflect the complexities of rural identities and socio-cultural dynamics.