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Alternative media : ウィキペディア英語版 | Alternative media
Alternative media are media that differ from established or dominant types of media in terms of their content, how they are produced or how they are distributed.〔Downing, John. (2001). Radical Media. Thousand Oaks, CA: Sage Publications.〕 Alternative media take many forms including but not limited to print, audio, video, Internet and street art. Some examples include the counter-culture zines of the 1960s, ethnic and indigenous media such as the First People’s television network in Canada (later rebranded Aboriginal Peoples Television Network), and more recently online open publishing journalism sites such as Indymedia. While mainstream mass media on the whole represent government and corporate interests,〔Herman, E., & Chomsky, N. (1988). Manufacturing consent: The political economy of the mass media. New York: Pantheon Books.〕 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, feminists, and GLBTQ identities.〔Atton, Chris. (2002). Alternative Media. Thousand Oaks, CA: Sage Publications.〕 These media broadcast ignored or overlooked viewpoints, such as those heard in the progressive news program Democracy Now!, and create communities of identity, as seen for example in the It Gets Better Project that was created on YouTube in response to a rise in gay teen suicides at the time it was created. Alternative media have historically been counter-hegemonic, in other words, they challenge the dominant set of beliefs and values of a culture (see Antonio Gramsci’s theory of cultural hegemony). Defining alternative media as simply counter to mainstream is limiting, however, and modern approaches to the study of alternative media also address how and where these media are created, as well as the dynamic relationship between the media and the participants that create and use them.〔Lievrouw, L. (2011). Introduction. In Alternative and Activist New Media (pp. 1–27). Polity.〕〔Rodriguez, C. (2001). Fissures in the Mediascape. Cresskill, NJ:Hampton Press.〕 ==Common approaches and practices== 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.
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