Alternative Media

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Alternative media
Alternative media are defined most broadly as those media practices falling outside the mainstreams of corporate communication.Proponents of alternative media often argue that the mainstream media is heavily biased, criticizing their pretended objectivity as a dissimulation of class biases. Causes of this bias include the political interests of the owners, government influence or a profit motive. This criticism springs from observers of all political orientations. The concentration of media ownership, as well as the concentration of the publishing industry are other causes of economical censorship. While sources of alternative media are also frequently highly (and sometimes proudly) biased, the bias tend to be different, hence 'alternative'. Alternative media outlets often engage in advocacy journalism and frequently promote specific political views, often dissident views (or, again paradoxically, views considered "dissident" from whatever the perceived mainstream; contributors to Democratic Underground and Free Republic are diametrically opposed to each other politically, and both are likely to consider themselves dissidents from an oppressive mainstream).
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MONASH Marketing DictionaryDownload this dictionary
Alternative Media
media vehicles, apart from the traditional ones, which are available for promotional purposes; examples of newer alternative media are video catalogs and audiotext. See Video CalalogAudiotext.

2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.

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