Alternative to What?

Image Source: http://www.connectinghistories.org.uk/collections/bishton.asp

Start: http://www.duvetbrothers.com/media/bluemonday.htm

Learning Objectives

•Know key terms related to alternative & independent media

•Understand qualities of alternative media texts

•Be able to to consider the position of a media worker in the production of an alternative text

Introduction•Alternative & independent are

understood in opposition to a mainstream media

•There are many different ways to explore and relate to alternative & independent media

•These media provide an ideological alternative to mainstream issues and representations

Models of media

•Four models of media (Williams, 1962 pp.129-137)

•Authoritarian

•Paternal

•Commercial

•Democratic

Definitions

Independence

•Concerned with media organisations

•Separate from dominant media org’s

•Relative scale of indies and majors

Alternativeness

•A quality of media texts

•An alternative point of view

•An alternative rhetoric

How do we define separateness?

Separateness

•Ownership

•Production

•Distribution

•How do these definitions change the understanding of a media organisation?

How do we define dominance?

Dominance•Market share: what percentage?

•Control of distribution

•Multi-national

•Vertically & horizontally integrated

•How do these definition change the understanding of a media organisation?

How do we define conventional?

Convention

•Rhetoric, genre - paradigms and modes of address

•Unconventional messages

•How does this reflect dominant ideologies?

Independent = alternative?

by any other name...

•Radical media

•Social media

•Citizens’ media

•Activist media

•Autonomous media

•Democratic media

Ideology•Alternative media is “counter-

hegemonic” (Atton, 2002)

•Alternative media is inherently powerful:

•The act of independent production is a political act, irrespective of content

•A democratic model?

Alternative media texts: a definition

• Radical content

• cultural or political

• Strong aesthetic form

• Utilise technology fully

• Alternative production

• Anti-copyright

• Alternative distribution

• Collectivism

• De-professionalisation

• Transformation of cultural processes

• See Chris Atton (2002)

Alternative media / alternative audiences•How do the audience make meaning

from alternative texts?

•Alternative media and personal identity:

•Assumption that representations within mainstream media are inadequate

•Validation of a shared ideology through media text

What communities could be served by alternative media?

Community media

•Rhetoric of mainstream: “the man in the street” and “the journalist”

•Alternative press: the woman in the street becomes the journalist

•Rhetoric of alternative: more direct, more opinionated

•Exposes the ideology of “free press”

•See Atton (1999), Traber (1985)

Community media•“Alternative media workers see

themselves as enablers of communication processes rather than as producers of ready made messages...

•...In practise, however the ideal of total access is difficult to achieve.”

•Nigg & Wade, Community Media

Handsworth Self Portrait

Movement Media•“Alternatives arise from movements.

They do not create movements” (Phillips in

Coyer et al, 2007)

•Alternatives often linked to social and political contexts, e.g:

•feminism

•punk music fanzines

•more holistic positions on social cohesion

Dogme 951.

Festen (Dogme 95)

http://www.youtube.com/watch?v=OEiJF6xtM9g

http://www.duvetbrothers.com/media/warma.html

War Machine (Scratch Video)

…and the Internet?

Technology

Economics

Politics

How does technology enable alternativeness?

How do economic factors limit

alternativeness?

What policies are needed to encourage

alternativeness?

Conclusion• Alternative & independent are understood in

opposition to a mainstream media

• There are many different ways to explore and relate to alternative & independent media

• These media provide an ideological alternative to mainstream issues and representations

• The web provides an economic & technological opportunity for alternative media

Alternative to What?

Image Source: http://www.connectinghistories.org.uk/collections/bishton.asp

Further Reading•Atton, C. A Reassement of the

Alternative Press in Media Culture & Society vol 21

•Atton, C. (2002) ‘News cultures and New Social Movements...’ Journalism Studies, 3.4 pp 491-505

•Coyer, K. Downmut, T. & Fountain, A. (2007) The Alternative Media Handbook. Routledge, London

Further Reading

•Curran & Seaton, (1997) Power Without Responsibility, “Press History” Ch 1 - 7 and Ch 18 “The Liberal Theory of Press Freedom - for an analysis of press media history

Further Reading

•Nigg & Wade, 1981, Community Media

•Williams, R. (1978) The Press & Popular Culture [esp pp 46-50]

•Williams, R. Communications

Further Reading

•General reading:

•New Media & Society Journal

•http://onlinejournalismblog.com/