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In this ground-breaking new book, Linda Jean Kenix shows how alternative and mainstream media exist on the same continuum, and where their points of convergence lie. She also demonstrates how alternative media creates 'alternative communications', and casts the whole media spectrum in a new light.

The design of this research is based on the liberal pluralism belief that there should be various forms of alternative media co-existing with mainstream media, and the society benefits from having alternatives. The concept of alternative media refers to media that are independent from the political and market power. They deal with alternative topics, which are not covered in their mainstream counterparts. One of the traditions of alternative media research is to examine their potential in the formation of subaltern public sphere. ; The core question of this research is to explore the usage of online alternative media, and the link between online alternative media and the ideal of subaltern public sphere, in terms of attitude towards difference, rational discussion and civic participation. Participatory observation, online survey and case studies were applied to find out the answers. ; First of all, it is found that the usage of online alternative media is influenced by a number of factors. In addition to the gratifications sought from media usage, a heterogeneous online community is more likely to accept online alternative media, while intense use of alternative media in turn contributes to more tolerance of difference in society. ; Secondly, this research examines the relationships between online alternative media and the elements of subaltern public sphere. As the research findings suggest, under high political and economic pressure, little space is left for mainstream public sphere, while subaltern public sphere is possible with the help of online alternative media. Non-hierarchically organized and depend on voluntary work, online alternative media partly escape from political and market pressure and become the birthplace of rational public opinions. Online alternative media contribute to democratic society as they generate public space for deliberation, and cultivate the culture of participation. ; Finally, the significance of heterogeneity is emphasized. Online alternative media develop a group of media ...

This volume examines the rising role that alternative media play in contemporary mainstream political communication. The book focuses on three primary sites where such media have established growing influence in recent years: political parties, mainstream political news, and participatory media that allow for engagement.

The author examines how media planners and advertising agencies are finding more inexpensive and targeted ways to work within a tight economy. She shows how the use of alternative media affects the budget, strategy, and development of the creative message, and she strategically dissects choices and uses for alternative media one topic at a time.