While it has always been hard to do, establishing a clear difference between mainstream media and alternative media has grown even more difficult within the past twenty years. With the emergence of such efforts as open publishing, web-logging and video-logging, video-posting websites, citizen journalism, creative-commons initiatives, and image-focused anti-corporate activism, it has become increasingly difficult to navigate within this emerging media landscape. The traditional lines between mainstream and alternative and between producers and consumers have been blurred.This growing inability to adequately map this landscape demands that these lines be reconsidered. New ways must be formed for probing implications of these new media outlets for democratization and global-justice movements. This book reconstitutes the cultural and historical roots of this protean media landscape and assesses its relevance to democratic communications.Using a comprehensively argued cultural and historical analysis, the book rethinks long-standing assumptions about alternative media and democratic communications. By providing greater understanding of historical resources, limitations, and possibilities, this book makes a key contribution not only to scholarship in this area, but also to this pressing social, political, and cultural issue.
James F. Hamilton is associate professor of advertising and public relations at the University of Georgia.
1 Preface2 Acknowledgements3 Introduction: The Problem of the Mainstream and the AlternativePart 4 Part One—Market Formations5 Introduction to Part OneChapter 6 1. Providentialism and Rationalist Empiricism in Early Modern EnglandChapter 7 2. The Emergence of Broadcasting and the Rationalization of ParticipationPart 8 Part Two—Struggling Against the Market9 Introduction to Part TwoChapter 10 3. Philanthropy, Professionalization, and Social-Reform CommunicationsChapter 11 4. Community Media Projects and the Containment of the Mass-Culture CritiqueChapter 12 5. Modernism and the Aestheticization of DissentPart 13 Part Three—Toward New Formations14 Introduction to Part ThreeChapter 15 6. Market Radicalism and the Struggle of ParticipationChapter 16 7. Democratic Communications as Critical, Collective Education17 Afterword: Utopia and Inspiration18 Bibliography19 Index20 About the Author
This book is splendidly chewy, offering both an absorbing array of historical specifics and arguments, and of conceptual challenges. It lends considerable muscle to the rapidly growing debate on social movements and their media.