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Alternative Media Guide: What is the Alternative Media
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What is Alternative Media?
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Alternative Media Guide: What is the Alternative Media
Alternative media are media sources that differ from established or dominant types of media such as mainstream media or mass media in terms of their content, production, or distribution. In contrast to mainstream mass media, alternative media tend to be 'non-commercial projects that advocate the interests of those excluded from the mainstream', for example, the poor, political and ethnic minorities, labor groups, and LGBT identities. There are various definitions of 'alternative media'. John Downing , for example, defines 'radical alternative media' as media 'that express an alternative vision to hegemonic policies, priorities, and perspectives'. Christian Fuchs also argues that alternative media must have four distinct properties. The first being that the audience of these media must be involved in the creation of what is put out in alternative media. As defined by Atton and Hamilton 'Alternative journalism proceeds from dissatisfaction not only with the mainstream coverage of certain issues and topics but also with the epistemology of news. Its critique emphasizes alternatives to, inter alia, conventions of news sources and representation; the inverted pyramid of news texts; the hierarchical and capitalized economy of commercial journalism; the professional, elite basis of journalism as a practice; the professional norm of objectivity; and the subordinate role of the audience as a receiver' \\\\\\\\\[8\\\\\\\\\]. Journalistic Practices says 'Alternative media not only allow but also facilitate the participation in its more radical meaning of its members or the community in both the produced content and the content-producing organization. Approaches to the academic study of alternative media attempt to understand the ways in which these media are significant, each emphasizing a different aspect of media, including the role of the public sphere, social movements, and the participation by communities that create the media. One way of understanding alternative media is to consider their role in the process of democratic communication. It is essential that the dialogue in this public sphere occurs outside the control of any authority so that citizens can exchange ideas as equals. In light of this social inequality, philosopher Nancy Fraser argues for the importance of multiple independent public spheres, in which members of subordinated groups can first deliberate their issues and concerns among themselves and later assert those issues into the larger public sphere. The alternative media associated with these counter-public spheres are critical in developing the needs and identity of the group and in challenging the larger dominant public sphere. Social movements are a type of collective action. They involve large, sometimes informal, groups or organizations which focus on specific political or social issues and promote, instigate, resist or undo the social change. Social movement media is how social movements use media, and oftentimes, due to the nature of social movements, that media tends to be an alternative. Communication is vital to the success of social movements. Research shows that social movements experience significant difficulties communicating through mainstream media because the mainstream media often systematically distort, stigmatize, or ignore social movement viewpoints. As a result, social movements often turn to alternative media forms and practices in order to more effectively achieve their goals. An example of how the mainstream media problematically covers social movements is the Occupy movement , which began with Occupy Wall Street in September The Occupy movement protested against social and economic inequality around the world, its primary goal being to make the economic and political relations in all societies less vertically hierarchical and more flatly distributed. In comparing the mainstream news coverage of the Occupy movement against coverage from alternative press several trends emerge. First, mainstream media used confusion over the event as the dominant frame while alternative media focused on what the demonstrators were actually trying to accomplish. Second, the mainstream media placed the protesters at fault of any violence while the alternative media focused on the brutality of the police and their violent acts on the peaceful protesters. For more information about social movements, and alternative media, see social movement theory. Alternative media tend to be activist by nature. Social movements in areas such as human rights , the environmental movement , and civil rights produce alternative media to further their goals, spread awareness, and inspire participation and support. WITNESS is a human rights non-profit organization and its mission is to partner with on-the-ground organizations to support the documentation of human rights violations and their consequences, in order to further public engagement, policy change, and justice. They have documented human rights abuses from the police in the favelas of Brazil, children soldiers in the Democratic Republic of the Congo, human trafficking in Brazil and the United States, and many other human rights issues, all through the use of alternative media. An example of an environment movement using alternative media is the group Greenpeace. Greenpeace is a non-governmental environmental organization whose goal is to 'ensure the ability of the Earth to nurture life in all its diversity and focuses its campaigning on worldwide issues such as climate change, deforestation, overfishing, commercial whaling, genetic engineering, and anti-nuclear issues. It uses direct action, lobbying, and research to achieve its goals, as well as alternative media. They use online tactics such as podcasts and blogs \\\\\\\\\[14\\\\\\\\\] as well as performance art. Alternative media tactics used by SNCC included establishing a dedicated Communication Section which included a photography arm, its own printing press which published its newsletter the Student Voice , published publicity materials, and created an alternative wire press. Alternative media have frequently been studied as a manifestation of participatory culture , in which citizens do not act as consumers only, but as contributors or producers as well. By opening up access to media production, participatory culture is believed to further democracy, civic engagement, and creative expression. Participatory culture pre-dates the Internet. Amateur Press Associations are a form of participatory culture that emerged late in the 19th century. Members of such associations typeset and print their own publications, which are mailed through a network of subscribers. Zines , community-supported radio stations, and other types of projects were predecessors of blogs, podcasts, wikis, and social networks. Web services such as Tumblr , Imgur , Reddit , Medium, TikTok, and YouTube , among others, allow users to distribute original content to wider audiences, which makes media production more participatory. Alternative media are also created by participatory journalism as citizens play an active role in collecting, reporting, analyzing, and disseminating news and information. This form of alternative and activist news-gathering and reporting functions outside of mainstream media institutions, often as a response to the shortcomings of professional journalism. It engages in journalistic practices but is driven by goals other than profit making, has different ideals, and relies on alternative sources of legitimacy. Participatory media approaches consider participation in producing media content as well as in making decisions about media production processes as a defining feature of alternative media. Individuals learning to produce media themselves is the step that moves citizens from literacy to participation. Fan fiction , community radio or low-power FM , and hyper-local blogging are just a few ways that citizens can produce media content to participate in the production of alternative media. By fostering participation, alternative media contribute to the strengthening of a civic attitude and allow citizens to be active in one of the main spheres relevant to daily life and to put their right to communication into practice. Like other forms of alternative media, community media seeks to bypass the commercialization of media. The elimination or avoidance of sole ownership or sponsorship is motivated by a desire to be free of oversight or obligation to cater to a specific agenda. Community media is often categorized as grassroots, a description that applies to both the financial structure and the process of content creation. This open policy aligns with the values of community media to maintain a democratic approach and ethos. Historically community media has served to provide an alternative political voice. Across the world forms of community, media are used to elevate the needs and discourse of a specific space, typically connected by geographical, cultural, social, or economic similarities. Minority community media can be both localized and national, serving to disseminate information to a targeted demographic. They provide a platform for discussion and exchange within the minority communities as well as between the minority and the majority communities. Oftentimes minority-focused media serves an essential resource, providing their audiences with essential information, in their own language of origin, helping the specified group to participate as equal citizens of their country of residence. These media platforms and outlets create an opportunity for cultural exchange and the elevation or empowerment of a disenfranchised or marginalized group, based on racial, ethnic or cultural identity. Historically, these forms of media have served a dual purpose, to disseminate information to a community that is traditionally ignored or overlooked by major media outlets and as a vehicle for political protest or social reform. Spaces created to address minority discourse typically straddle the line of both alternative and activist media, working to provide a resource unavailable through mainstream measures and to shift the universally accepted perspective or understanding of a specific group of people. Shi expounds a widely shared understanding that racially informed media provide a place, power, and political agency. Throughout the 20th-century, media spaces were developed to accommodate the growing multi-cultural state of the United States. As immigration increased post, Spanish-language newspapers and television stations, along with the creation of television networks like ICN-TV specifically for Chinese immigrants. There are related aims found in alternative media studies and subaltern studies , as a concern for disenfranchised and oppressed voices pervades both fields. Spivak investigates whether the subaltern has a voice within hegemonic political discourses, and if so if their voices are being heard, allowing them to participate. This connection is strengthened in the work of alternative media scholar Clemencia Rodriguez. In her discussion of citizenship, Rodriguez comments that 'Citizens have to enact their citizenship on a day-to-day basis, through their participation in everyday political practices As citizens actively participate in actions that reshape their own identities, the identities of others, and their social environments, they produce power. The alternative press consists of printed publications that provide a different or dissident viewpoint than that provided by major mainstream and corporate newspapers , magazines , and other print media. Whole Earth , the Boston Phoenix , and Mother Jones are the sorts of things that fall in this classification. The underground press comes out in small quantities, is often illegible, treads on the thin ice of unmentionable subjects, and never carries ads for designer jeans. Often tactical media attempts to expose large corporations that control sources of mainstream media. One prominent NGO dedicated to tactical media practices and info-activism is the Tactical Technology Collective which assists human rights advocates in using technology. They have released several toolkits freely to the global community, including NGO In A Box South Asia , which assists in the setting up the framework of a self-sustaining NGO, Security-In-A-Box, \\\\\\\\\[22\\\\\\\\\] a collection of software to keep data secure and safe for NGOs operating in potentially hostile political climates, and their new short form toolkit 10 Tactics, \\\\\\\\\[23\\\\\\\\\] which ' Radio has been a significant form of alternative media due to its low cost, ease of use, and near ubiquity. For example, in early s Australia, a new alternative radio sector was created by those who felt excluded from the two-sector national broadcasting system, consisting of a national public service broadcaster and commercial services. Alternative radio is a global phenomenon. It is often produced in non-profit organizational contexts, such as video art collectives e. Public access television provided a broadcast outlet for oftentimes punk and hip-hop-influenced radical cultural critique. With the increasing importance attributed to digital technologies, questions have arisen about where digital media fit in the dichotomy between alternative and mainstream media. First, blogs, Facebook , Twitter and other similar sites, while not necessarily created to be information media, increasingly are being used to spread news and information, potentially acting as alternative media as they allow ordinary citizens to bypass the gatekeepers of traditional, mainstream media and share the information and perspectives these citizens deem important. Second, the Internet provides an alternative space for mobilization through the cultivation of interpersonal networks, collective action towards social change, and making information much readily accessible. Typically, among those with deviant, dissident or non-traditional views, Internet platforms allow for the creation of new, alternative communities that can provide a voice for those normally marginalized by the mainstream media. In addition, the Internet has also led to an alternative form of programming, which allows both professionals and amateurs to subvert or evade commercial and political restraints on open access to information and information technologies. Lastly, the Internet also breeds a new way of creation and dissemination of knowledge—commons knowledge—that is different from the top-down manner. It seeks out and encourages the participation of multiple users, fostering forms of collaborative knowledge production and folksonomies. Wikipedia is an excellent example of this genre. Often considered guerilla-art , street art operates free from the confines of the formal art world. Important aspects of street art as an alternative form are its blend of aesthetics and social engagement, use of urban spaces, and interaction with the social landscape of the area in which the art is made. The street art movement gained popularity in the s as a form of art distinct from high art and commercial venues, but as popularity grew, some street artists moved from the alternative venues of the streets to gallery and museum showings. The internet has also influenced street art greatly by functioning as a platform for artists and fans to share pictures of street art from around the world. Websites like Streetsy. Performance as an alternative medium uses theater, song, and performance art as a means of engaging audiences and furthering social agendas. Performance art is an avant garde art form that typically uses live performances to challenge traditional forms of visual art. It operates as 'the antithesis of theatre, challenging orthodox art forms and cultural norms. It can be used as a form of guerilla theater to protest, like in the case of The Living Theatre which is dedicated to transforming the hierarchy of power in society through experimental theater. Certain genres of music and musical performance can be categorized as alternative media. Independent music, or indie music , is music that is produced separate from commercial record labels. Some alternative media can be associated with the political left in the United States , the political right in the United States , and various political positions in the United Kingdom. Primarily concerned with the growing role of new media in alternative media projects, communication scholar Leah Lievrouw identifies five genres of contemporary new media based alternative and activist media: culture jamming, alternative computing, participatory journalism, mediated mobilization, and commons knowledge. Thinking of current forms of alternative media in terms of the genre not only allows one to identify the features and conventions of certain modes of communication, but also how 'they allow people to express themselves appropriately, and to achieve their various purposes or intentions. YouTube is considered to be not only a commercial enterprise but also a platform designed to encourage cultural participation by ordinary citizens. Although YouTube aimed to be foremost a commercial enterprise, nevertheless, it has become a community media as one of the forms of alternative media. This idea allows one to shift our concern away from the false contradiction between market-driven and non-market-driven culture towards the tensions between corporate logics and unruly and emergent traits of participatory culture, and the limits of YouTube model for cross-cultural diversity and global communication. In theory, YouTube stands as a site of cosmopolitan cultural citizenship. The notion of participation gap makes both digital literacy and digital divide such important issues for cultural politics. Therefore, it is still controversial whether YouTube is just another conduit for strengthening cultural imperialism or one of the alternative media. In association with experimental and innovative modes of production and collaboration, aesthetics in alternative media can be a political tool used to subvert dominant power. Like many makers of alternative media, scholar Crispin Sartwell identifies politics as an aesthetic environment. Thus, it is not uncommon for alternative media to seek new artistic, non-traditional, or avant-garde means to represent its content. In this case, the use of aesthetics allows alternative media to address otherwise banal content in a manner which re-aligns, re-negotiates, or exposes the politics at work within it. Scholars have linked the Avant-garde art movements as one arena where alternative aesthetics are used as a political tool. Movements such as Futurism , Dada , and Situationism looked to challenge the formal rules regarding what art was, how it looked or sounded like, or where it could be in order to radically alter public and political ideology. The logic, reason, and rules of style and beauty, mandated by the dominant class, was rejected as an affirmation of subjugation. While some alternative makers look to radically break away from the suffocating restraints of the dominant class by rejecting their dominant visual dogma, others appropriate, twist, and remix in order to subvert dominant language and messaging through mimicry, mockery, and satire. Avant-garde movements that have emphasized audience participation include Futurism , Dadaism , Surrealism , Situationism , Pop art , Neo-concretism , and the Theatre of the Oppressed. Contents move to sidebar hide. Article Talk. Read Edit View history. Tools Tools. Download as PDF Printable version. In other projects. Wikimedia Commons Wikiquote. Media sources that differ from established or dominant types of media. Main article: Alternative newspaper. Radical Media. Alternative Media. In Alternative and Activist New Media pp. Fissures in the Mediascape. Cresskill, NJ: Hampton Press. Thousand Oaks: Sage Publications. European Journal of Social Theory. S2CID ISSN The structural transformation of the public sphere: An inquiry into a category of bourgeois society. MIT press. Rethinking the public sphere: A contribution to the critique of actually existing democracy Archived at the Wayback Machine. Social text, Retrieved October 26, The Alternative Media Handbook. New York: Routledge. Alternative and Activist Media. Edinburgh: Edinburgh University Press. Journal of American Studies. Telematics and Informatics. Reflections on the History of an Idea. Creskill, NJ: Hampton Press. Tactical Technology Collective. Tactical Technology Collectiv. Archived from the original on 15 June Retrieved 20 June Conceptions of access and participation in Australian community radio stations. Jankowski Ed. Journal of Communication Inquiry. Access to broadcasting: Radio. Coyer, T. Fountain Eds. London, UK: Routledge. Archived from the original on Retrieved A process of identity deconstruction: Colombian women producing video stories. In Fissures in the Mediascape. Film History. Sholette Eds. Deep Dish TV. Breaking through the blockade. In Alternative and activist new media. London: Berg. Wooster Collective. Chapter 4. Chapter 7. YouTube: Online video and participatory culture. Boston, MA: Polity. Saint Lucia: University of Queensland Press. Political Aesthetics. London: Cornell University Press. ISBN Chicago: Intellect. Wikiquote has quotations related to Alternative media. Media manipulation. Censorship Media regulation. Authoritarianism Nationalism Left-wing nationalism National conservatism Totalitarianism Tyranny of the majority. Authoritarian personality Authoritarian leadership style Right-wing authoritarian personality Control freak Obsessive—compulsive personality disorder. Compliance Communal reinforcement Countersignaling Creeping normality Herd behavior Internalization Normalization of deviance Obedience Preference falsification Social proof Social reality. Asch conformity experiments Breaching experiment Milgram experiment Stanford prison experiment. Categories : Alternative media Alternative journalism Types of journalism Self-publishing. Toggle limited content width. Journalism portal Category: Journalism. Israel United States Czech Republic.
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