The importance of local radio is the subject of numerous debates. The level of trust is higher compared to other media, and its very locality makes it listened to in the community in which it operates. However, a number of negative phenomena of the modern age call into question its role in society. The Republic of Croatia is in the group of post-communist countries. After independence, the media began to develop following Western trends, but influences from previous regimes are still visible. Research on radio is small and mostly within international projects, with the results based on audience data, which do not reflect the properties and specifics of the medium. In order to deepen the knowledge about its social significance, within the psychological, political, economic and cultural understanding of the media, this paper provides a theoretical basis on which to base quantitative and qualitative research of five normative roles conducted in one Croatian region. At the beginning, the habits of listening to the radio of the inhabitants of the Istrian County were examined. It then tested the extent to which radio workers understand the community and how much this affects their understanding of the role of the radio, while the third phase of the study examined how those responsible at these stations understand their role in the society in which they operate. The results showed that local radio is the most represented medium in Istria, with music, host characteristics and locality being the most common reasons for choosing a particular station. Journalistic activity is framed by one's own attitudes, editorial policy and perception of what the radio should provide to its community. The observed stations meet the conditions of the identified media roles and, although they differ in management and editorial policy, their output product or program meets the parameters of each of the observed roles and confirms its importance in the community.