Somehow we need to tie support of a free and independent media to the communities that this media represents. Perhaps first that media needs to recognise and acknowledge that it represents a community/communities and figure out what that means within the ethical, ideally objective world of the media. Communities, individuals need to feel both engaged and represented by the media in order to feel a sense of either ownership of them ("they are reporting my experience") or leadership by them ("they have the information I need - they will help me sort through the facts").