By Chris Atton
During this e-book, Chris Atton deals a clean advent to substitute media: one that isn't really restricted to `radical' media, yet may also account for more recent cultural types comparable to zines, fanzines, and private web pages. replacement Media: Examines how and why humans produce and use substitute media - to make that means, to interpret, and to alter the realm within which they dwell features a wide variety of different media and attracts on examples from either the us and uk Locates modern replacement media of their cultural, historic and political contexts
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During this ebook, Chris Atton deals a clean advent to replacement media: one that isn't restricted to `radical' media, yet may also account for more moderen cultural kinds similar to zines, fanzines, and private web pages. substitute Media: Examines how and why humans produce and use replacement media - to make which means, to interpret, and to alter the area during which they reside features a wide variety of different media and attracts on examples from either the U.S. and uk Locates modern substitute media of their cultural, historic and political contexts
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Extra info for Alternative Media (Culture, Representation and Identity)
It is especially well known for its versions of Calvin Klein's Obsession and Absolut Vodka, at the same time as it reports on the encroachment of advertising into such areas as public education. This subversion has led to the portmanteau term 'subvertising' to describe advertisements altered or redesigned to make a social or political point, usually highlighting the activities of the business or product being advertised. Such 'culture jamming' is examined briefly' yet authoritatively by Mark Dery (1993).
This last informs his entire approach to the extent that he considers radical media as the media of social movements. ) might term 'weaker' forms of alternative media such as the personal web page. His approach is reflected in his choice of terminology: he prefers 'radical alternative media' which, he argues, is a more precise term than 'alternative media' ('alternative media is almost oxymoronic. Everything is, at some point, alternative to something else': Downing, 2001: ix). For me his designation signals an interest in considering media as radical to the extent that they explicitly shape political consciousness through collective endeavour (after all, 'rebellious communication and social movements' is the subtitle of his revised work).
Given a choice between high circulation of a handful of titles and smaller circulation across a diverse and wider range, he promotes the former. Drawing on the experiences of the underground press in the early 1970s, he argues that in that era the impact of such consolidated (and influential) titles as Oz and IT was diluted by the appearance of dozens of magazines ranging across all man~er of topics: 'the women's movement, ecology, education, fringe theatre, anarchism, scientific developments, fascism' (1981: 172).