alternative media
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alternative media. a colorful tapestry. the course. draws on historical and normative accounts of alternative media explores different alternative media paradigms examines the role diverse social actors in the implementation of alternative media
alternative media
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alternative media a colorful tapestry
the course • draws on historical and normative accounts of alternative media • explores different alternative media paradigms • examines the role diverse social actors in the implementation of alternative media • explores social, cultural and political implications of the practice of alternative media
… the most important objective of the course deal with • criticism … posing questions … trying to understand reality from different perspectives key words: participation, interactivity, arguments
mass media and communication critical reflections
… on political economy of mass media • organization and control of mass media • capitalization (excessive capital outlay) • institutionalization (hierarchy) • professionalization (skills) … ownership, state/corporate/transnational interests, centralism/monopolization … advertising, agenda setting, sources, censorship, and power structures (economic-political)
… on communication process • one-way, vertical, top-down, flow of communication … distinction between sender/producer and receiver/consumer; lack of actual interactivity • expansion of new communication technologies (satellite, cable, Internet), globalization … increasing flow of content from the global North to the South
… onculture • interests of the reigning economic, political and social groups are presented positively and idealized, while subordinate groups are often presented negatively and prejudicially … reproduced relations of domination in the arenas of gender, race, ethnicity, sexuality and further domains of everyday life • commercialized mass culture, sameness/homogenization, entertainment orientated angle of vision … dominant values: individualism, profit, competition, market
challenges • small-scale, decentralized media ... access; self-management; non-professional training; counterbalancing unequal distribution of communication resources • two-way, participatory process … non-hierarchical; horizontal; blurring of the distinction between producer and receiver • an arena … different discourses; collective actions; right to communicate; empowerment; experience; educational/learning value
coming next week • Alternative/radical media: definitions & perspectives • Compulsory readings: • - Atton, C. (2002) Alternative Media. London: Sage – chapter 1 • - Bailey, O. G., Cammaerts, B. and Carpentier, N. (2008) Understanding Alternative Media.Berkshire: Open University Press – chapter 1 • Recommended readings: • - Atton, C. and Couldry, N. (2003) “Introduction|” (Special Issue on Alternative Media), in Media, Culture and Society, vol. 25, no. 5, pp. 625-645. • - Hamilton, J. (2000) “Alternative Media: Conceptual Difficulties, Critical Possibilities”, in Journal of Communication Inquiry, vol. 24, no. 4, pp. 357-378. • - Vatikiotis, P. (2005) “Communication Theory & Alternative Media”, in WPCC, Vol. 2, Issue: 1. http://www.westminster.ac.uk/__data/assets/pdf_file/0018/20187/002WPCC-Vol2-No1-Pantelis_Vatikiotis.pdf
