Communication Theory and Alternative Media

Abstract

The article draws firstly on theories that question the exclusionary nature of mass communication in terms of the emancipatory potential of 'new media'; of the democratization of communication; or even in terms of advancing alternative forms of communication. By probing specifically into various small-scale, decentralised media projects, issues concerning the social as well as the cultural context of their implementation; their creation, production and dissemination; the employment of new technologies; and, instances of the very mediation process itself, across both the production and reception process, are addressed. From the perspective of a non-essentialist account of such media projects, the paper draws finally on approaches that evaluate these projects on the grounds of their 'lived experience', in terms of their social actors, agents; acknowledging thus an overall framework of understanding the practice of such projects, as instances of the constitution of citizenship. Beyond mass communicationVarious theoretical approaches on the media of communication, and their diverse applications, have evaluated their emancipatory role in terms of either promoting participatory communication, or advancing the democratization of communication, or even encompassing modes of subversive action. Whether the interest of such concerns is focused on large or small-scale media, their considerations have pointed out the need of setting the very communication process beyond the realm of mass communication, acknowledging thus a wider field of its practice, where the communication process is addressed not only in representative terms ('for the people'), but in participatory terms as well ('from the people').

Current Issues in Alternative Media Research

“…He has argued that challenges to media power do not necessarily always take place within practices of media production. His studies of protests in England (such as those at Greenham Common against the US air base there or at Brightlingsea against live exports of veal calves) show how, even without creating their own media, citizens are able to register their presence and challenge the ‘common sense separation between “ordinary” people and events in mediated public places’ (Vatikiotis 2004, 20). Amateur media practices are always embedded in everyday life practices; they are therefore already located in broader political, economic, social and cultural contexts.…”

Ethnic minority media: Between hegemony and resistance

“…The proliferation of indigenous media 4 (Ginsburg, 1991;Wilson & Stewart, 2008), alternative and community media (Downing, 2001;Spitulnik, 2002;Vatikiotis, 2005), media produced by and/or for ethnic minorities and migrants (Georgiou, 2006;Retis, 2006;Rigoni, 2003;Suárez & Ferrández Ferrer, 2012) and other groups excluded from hegemonic mediated communication, give clear signs that while in the contemporary media landscape there is a trend to transmit a particular ideology, there is also a possibility of constructing areas from which to emanate attitudes and alternative discourses that give a space of power to their producers and recipients, a framework that opens the doors to thinking of new forms of resistance when faced with hegemonic cultural and political discourse. In this regard, according to Husband the development of media by ethnic and migrant communities would be contributing to the creation of a 'vigorous multi-ethnic public sphere ' (2005: 461).…”

Chinese spouses' empowerment through community communication: a case study of the Chinese Association of Relief and Ensuing Service

“…Jankowski. According to the author, community or citizen media include different Lara Momesso Chinese Spouses Empowerment through Community Communication ordinary people in media and democratic institutions (Vatikiotis, 2004;Waters, 2000). Berrigan (1979) defined the process of participation within the alternative media in terms of access (right to choose the content and interaction with the media producers), participation (involvement of the public in the production process), and self-management (participation by the public in the decision making of the media enterprise).…”

“…This participatory orientation and the focus on a specific community of interest make CARES a good example of community communication. In contrast to the mainstream media (such as television, newspapers, and radio), community communications concentrate on reaching specific target groups through small-scale methods, such as local newsletters, journals, or community radio (Vatikiotis, 2004). In and participation within the community that he or she belongs to.…”