Video - Alternative Media vs. Mainstream: History, Jobs, Advertising - Radio-TV-Film, University of Texas


Videa New Holland Tier 4i Solutions Alternative Media vs. Mainstream: History, Jobs, Advertising - Radio-TV-Film, University of Texas



Alternative Media vs. Mainstream: History, Jobs, Advertising - Radio-TV-Film, University of Texas

Alternative media are media (newspapers, radio, television, magazines, movies, Internet, etc.) which provide alternative information to the mainstream media in a given context, whether the mainstream media are commercial, publicly supported, or government-owned. Alternative media differ from mainstream media along one or more of the following dimensions: their content, aesthetic, modes of production, modes of distribution, and audience relations. Alternative media often aim to challenge existing powers, to represent marginalized groups, and to foster horizontal linkages among communities of interest. Proponents of alternative media argue that the mainstream media are biased in the selection and framing of news and information. While sources of alternative media can also be biased (sometimes proudly so), proponents claim that the bias is significantly different than that of the mainstream media because they have a different set of values, objectives, and frameworks. Hence these media provide an "alternative" viewpoint, different information and interpretations of the world that cannot be found in the mainstream. As such, advocacy journalism tends to be a component of many alternative outlets. Because the term "alternative" has connotations of self-marginalization, some media outlets now prefer the term "independent" over "alternative". Several different categories of media may fall under the heading of alternative media. These include, but are not limited to, radical and ...

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