TWO CASE STUDIES Swindon Viewpoint

TWO CASE STUDIES Swindon Viewpoint

The Leicester University study of the British community television station Swindon Viewpoint has served as a model for much qualitative research on small-scale media. It comprises the elements of qualitative research which I would consider essential: employment of participant observation, compilation of descriptive case studies, theoretical discussion, and contribution to policy debate. The research took place during the 1970s, when the British government had authorized five sites for experimentation with local cable programming. The station in Swindon was the only one monitored by an independent research

Qualitative research and community media 169

project; other stations were documented by participants (Bibby et al., 1979; Lewis, 1976; 1978). The Swindon design consisted of both a qualitative and a quantitative component. A member of the research team thus spent nine months living in Swindon as a participant observer. The purpose of his presence was “to allow for intensive observation of the production process at Swindon Viewpoint, and for contact with local community activity” (Croll and Husband, 1975:18).

The qualitative section of the report begins with a case study of a community group producing a television program. The process is charted from the initial formulation of program ideas to scripting and filming, and concludes with the cable transmission of the program. Next, an analysis of the experience of the community group in that process is presented. Another case study was conducted on the development of station policy regarding access and the use of technical facilities by individuals, groups, and community organizations. Here, evidence from station documents and citations from interviews with staff and volunteers are added to the researcher’s own observations. Tabular data are also integrated into this discussion to assess a major objective of the station: community participation in television programming.

The qualitative fieldwork was complemented by two audience surveys providing quantitative data on the information needs of city residents, and on their awareness, use, and opinion of the station and its programming. A third survey was held under another sample of cable households to provide supplementary evidence on the impact of cable television in the town. The surveys followed handbook guidelines for such quantitative research, with sampling procedures, data collection, analysis, and presentation of findings all done according to the “rules.” Interestingly, however, the quantitative material does not dominate the report in terms of space allotted or substantive treatment. Thus, the qualitative fieldwork was not relegated to the role of prescientific exploration.

The results of the qualitative and quantitative research activities are woven together in the conclusion of the report. Yet, there is limited theoretical discussion other than a brief reference to the sociological concept of community. In a subsequent publication, however, the director of the research project has explored theoretical issues of community media. Halloran (1975) reviews the main findings from the empirical studies and assesses the limitations of media access as practiced in Swindon. While acknowledging that the station was open

170 A handbook of qualitative methodologies

in principle to all sectors of the community, he notes that predominantly middle-class residents engaged in programming activity. In sum, the form of access practiced in Swindon, a relatively small town with particular informal communication networks, “may not be universally appropriate, especially with a larger station and larger town where a more formal system of guaranteeing access may be needed” (Halloran, 1975:57).