03/05/2023 ANIRUDDHA JENA, Research Scholar, Dept. OF J&MC 1

ALTERNATIVE MEDIA VS MAINSTREAM

MEDIA

By:Aniruddha JenaM.Phil (Research Scholar)

Dept. Of Journalism & Mass Communication

OUTLINE OF PRESENTATION

What is Media.

Types of Media.Alternative & Mainstream MediaDifference between MM & AMConclusion.

Review of Literature.

WHAT IS MEDIA?1. Generally, “Media” refers to various means

of communication like : - • Newspaper, • Radio, • Television, • Internet, etc. 2. Media is the medium through which we get

informed about the happenings in and around the world.

Review of Literature:

• Alternative Media: Linking Global and Local By Peter Lewis (UNESCO Report, 1993)

• Understanding Alternative Media: Four approaches of alternative media by Atton, 2008

• Understanding Alternative Media by Olga Guedes Bailey, Bart Cammaerts and Nico Carpentier, 2008.

Types of Media.

• 1) Print Media: It implies mass communication through printed material. It includes Newspapers, Magazines, Booklets, Brochures, and Billboards etc.

• 2) Electronic Media: It is the media which requires an electronic connection to access it. It is also known as Broadcast media. It includes Television, Radio and new aged media like internet, computer etc.

• 3) New Age Media: After the advent of internet, now we have the opportunity to use internet and various platforms given by internet communicate to the mass of the society. It is otherwise known as new media as well.

Types of Media.• we can differentiate media secondarily as well; the secondary

types of media are as follows:• Mainstream Media: It is the media which we encounters in

our day to life more often likewise Newspapers, Radio, Television, Magazines, Internet etc. it is easy to find and it is quite more reachable and it has a widespread presence than all other forms of India.

• Alternative Media: The term alternative media covers a wide range of activities and technologies. It is otherwise also known as the participatory and radical media as well. It is an ambiguous and flexible because it is having different meanings and different nuances related to the geographic and social presence. (Hallett, 2008).

Alternative Media:

• Theories that can be used to inform Alternative Media

• Democratic Participant Media Theory• Libertarian Free Press Theory• Social Responsibility Theory

Characteristics of Ideal Alternative Media Non-commercial

Critical content

Critical consumers

According to Downing (2001) Alternative media projects are short lived,

short life cycles, they appear and disappear.

Provides detailed analysis of topics neglected by mainstream media

Expresses an alternative vision to hegemonic politics, priorities and

perspectives

Advocate for change in society

Examples of Alternative Media• Community media;• Tabloids• Civic media;• Private media;• Online media & New technological tools etc

Difference between MM & AM

• Affinity: • Corporate Connections:• Support from social model:• Reliability:

CONCLUSION• At the end it is evident that alternative media is more close to the

issues and emotions of the community in comparison to the mainstream media.

• It is not the fact that mainstream media does not take the issues into consideration but due to the globalization and the commercialization of the information and news, most of the major forms of the mainstream media inclining towards the business purposes.

• The alternative is a media which we can callas citizen’s media which looks after the events and facts of the citizens more closely.

• The most important thing which makes the alternative media as an alternative way of media for the community is the unique feature of the medium.

• It’s content and non commercial interest and promotion of indigenous culture of the community through different forms of alternative media.

References• Gupta, Om.2006, Encyclopedia of Journalism and Mass

Communication,p-21, Delhi, Isha Books.• Ramacharaka, Theron Q. “What is the importance of media?”

http://www.answers.com/Q/What_is_the_importance_of_media, Dt: 11/11/2015.

• “Alternative Media: Linking Global and Local” by Peter Lewis ,UNESCO Report, 1993

• “Understanding Alternative Media: Four approaches of alternative media” by Atton, 2008.

• “Understanding Alternative Media” by Olga Guedes Bailey, Bart Cammaerts and Nico Carpentier, 2008

03/05/2023 ANIRUDDHA JENA, Research Scholar, Dept. OF J&MC 14

03/05/2023 ANIRUDDHA JENA, Research Scholar, Dept. OF J&MC

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