Part 1: Mainstream Vs. Alternative Media



Global Issues: U3. The MediaName: Directions: Read and annotate both sides of this article (parts 1 & 2), and answer the questions below on a separate sheet of paper to be turned in:What are the key elements of “mainstream” media? Alternative media?How does the point of view of the source matter when engaging with mainstream vs alternative media?What are each author’s main “take away” regarding both mainstream and alternative media?Part 1: Mainstream Vs. Alternative Mediaby Chris Newton, Demand Media The Internet and social media have changed the way people and businesses communicate. This communication evolution has created additional media outlets in both alternative and mainstream media channels. Businesses must decide how to reach their target customers through various media channels; some target customers are reached easier through mainstream media outlets, while others tend to prefer alternative media.Mainstream MediaMainstream media outlets are found on television, radio, online and in newspapers and other publications. They include TV networks like ABC, CBS and NBC, as well as national news channels like CNN and Fox News. They also include websites like MSNBC and large newspapers like The New York Times and USA Today. Mainstream media sources are usually easy to find, and they reach large audiences.Alternative MediaAlternative media outlets tend to be smaller, and in many cases are polarized toward conservative and liberal perspectives. Like mainstream media, alternative or independent, media outlets are found online, on the radio, in newspapers or other publications and to a lesser extent, on television. "Democracy Now!" is an alternative news program broadcast online, on television and on the radio in some areas of the country. Many alternative media outlets have less funding and smaller budgets than mainstream media, so it is often easiest to find alternative media sources online, since creating a website is typically less expensive than operating a radio or television station, for example.AudienceThe audience for mainstream media sometimes prefers these outlets because they are easy to find. Alternative media audiences have to put more effort into finding and staying in touch with various alternative media outlets. Many alternative media audiences do not trust mainstream media, or believe they ignore certain stories or details in the news. Some people prefer to tune into both mainstream and alternative media to get a variety of perspectives.Implications for BusinessesBoth mainstream media and alternative media receive funding through advertisements. Companies can pay for airtime, commercials or ads in publications or online to reach the audience of a specific media outlet. Because they have larger audiences, advertising with mainstream media outlets tends to be more expensive. Companies need to determine where their target customers go in terms of various media outlets. If a company's target customer is a young college student, then alternative media like college radio might be a better option than a mainstream media outlet. Similarly, if a company is targeting male business executives, then a mainstream media outlet like The Wall Street Journal is a more appropriate advertising choice than a liberal, alternative newspaper.PART 2: Difference Between Mainstream & Alternative Media (emphasis on business owners)by Kevin Johnston, Demand MediaAs a small-business owner, you have to know which avenue to choose to spread your message: mainstream or alternative media. Whether you are placing advertising or issuing press releases and publicity pieces, learn how to evaluate these two options to determine the most appropriate forum.IntimacyLarge, mainstream media organizations make money appealing to as many people as possible. Their content tends to be topics that will interest large numbers of readers, viewers and listeners. Alternative media outlets, on the other hand, tend to have a smaller, faithful following that seeks a unique viewpoint. Your business message can hit home with people if you happen to share the viewpoint of the alternative media outlet you are considering. However, if you have a message, product or service that appeals to a wide range of people, you may want to deal with the mainstream media.Corporate RelationshipsMainstream outlets may consider your news too small to cover in comparison with the big business news they cover. This may be due to the fact that mainstream media companies usually are large corporations themselves and tend to think news about large corporations is more important than small-business press releases. Because most alternative media outlets once were struggling start-ups, you may find a better reception for your press releases and publicity at these outlets.Support of Social ParadigmsOne of the main differences between mainstream and alternative media is that each outlet has a unique view of the status quo. Mainstream media tends to value society's norms, whereas alternative media may be actively engaged in challenging those norms. If you own a business that would appeal to people who consider themselves outside of society's accepted values, you may do well putting your message in an alternative outlet. On the other hand, if your business is closely aligned with traditional values, you may find a more welcoming reception in mainstream media.CredibilityThough alternative media often break important stories, the public tends to wait until the mainstream media pick up the story to lend it credibility. In other words, mainstream media is often seen as more trustworthy. Your message may follow this pattern. If you advertise or place publicity in alternative media, you may have to supplement your efforts with some mainstream placements to gain credibility with your customers. Sometimes mainstream media companies wait until a story has gained some coverage in smaller outlets before they cover it. You can send mainstream reporters clips of stories on your business that were published in alternative media as a way of showing them that your business has a track record of being newsworthy. ................
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