ALTERNATIVE MEIDA

Alternative Media



Alternative Media (Adbusters)

Introduction

21st century is said to be the revolutionary development in media and communication institutions. The emerging technology has changed the media industry and challenged the traditional theoretical concepts. Media mergers and new technology is continuously altering the alignment conglomeration, amalgamation, and synergy has increased and controlled the world's media. The media has started the trend of privatization, commercialisation, and deregulation.

Media and consumers of media are changing so fast that all existing divisions are beginning to decline. Dividing them on television, press, radio, internet and cinema no longer corresponds to the changing reality. It shall be changed by the emergence of competition for which we know so far the general media (Lievrouw, 2011, p.75-89), on the other hand they affect her customers, who increasingly prefer the new ways of media consumption (Rodriguez, 2001, p. 102-105).

Alternative media are the media that convey information alternatively to mass media commercial or state. They are often free or without advertising, they present themselves as media citizens of different major media groups, and opposing this way the mass media. They offer more information and often disinterested financially independence against the current dominant trends. They will be in the world of the social economy. Difficult to define precisely, a definition shows that they convey ideas and information usually not widely circulated in the corporate media. Today, alternative media can take many forms "traditional" (newspapers, radio, and magazine) or the less: online magazines and other virtual media, multimedia Internet (Waltz, 2005, p.156-165).

Historically, (Bailey, Cammaerts, Carpentier, 2007, p.45-49) alternative media have accompanied the evolution of communications technology: alternative press, alternative radio stations, associative (the 1970s), alternative television, Internet alternative. Internet has also given a second wind to free radio stations, community by the technique of streaming. This makes the media consumers becoming less homogenous group. These divisions also run on completely different dimension than it apparently might seem. This is not a division on the line newspaper, internet or internet-mobile. This is a big challenge for both media owners and advertisers. Increasingly, advertising activities must be implemented simultaneously in multiple media channels. Here are some of the examples of alternative media (Atton, 2002, p.56-65).

Shopping carts with video in the shops.

Computer screensavers.

CDs.

Interactive kiosks in department stores.

Ads that pass before movies in theaters

Automobile advertisements

Overview of Alternative Media

Growing media inflation makes advertisers look for new approaches to its customers. The process accelerates when the ban on advertising of certain products in the traditional media started. Alternative media called channels of communication, in which advertising reaches our senses in the most unexpected places, making their way through the general flow of information. New Media occur everywhere: at gas stations, pharmacies, offices, schools, movie theaters, fitness centers, beauty salons, supermarkets and transport. UK media alternatives are experiencing a stage of development, which Western markets were back in the 90s (Howley, 2010, p.54-64).

A specific example of the revaluation of marketing theory was given by Seth Godin, vice president of Yahoo!, who deciphered the famous 4Ps for alternative media (product, ...