Localism in American media policy, 192034: Reconsidering a bedrock concept

Scholars tend to agree that the weak implementation of affirmative localism in US media is primarily due to either the failure of regulators to enforce the principle, or the unworkability of the concept of localism itself. By affirmative localism I refer to efforts to foster geographically based local identities and local public spheres through a licensee's program service. This study revisits the history of localism to demonstrate that early regulators were not primarily concerned with fostering affirmative localism, but instead used discourses and structures of localism as part of a class-based project of cultural and economic modernisation of local communities through radio. In this view, regulatory concepts such as local program service and local trusteeship were used to reduce local distinctiveness, limit program diversity, and retain content control with nationally minded regulators in Washington. These regulators' corporate and cosmopolitan vision of modernity is problematic in many ways, but their relative success in using localism to advance that vision calls into question the Federal Radio Commission's reputation for weakness and incompetence. It also suggests that affirmative localism, since it was actively suppressed by regulators in the formative years of US radio, cannot be considered a failed or unworkable concept for broadcasting policy in itself.