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Mass communications --- Alternative mass media. --- Mass media --- Influence. --- Alternative mass media --- Influence --- Mass media - Influence

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A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions. The text looks at why a marketing team might employ the use of alternative media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where alternative media is headed. Key features of this book include: specific alternative media methods are discussed in separate chapters, including electronic and social media, mobile media, out-of-home and transit media, and direct marketing and sales; numerous real-world case and visual examples are provided, including augmented reality, mobile GPS couponing, interactive television, cinema advertising, live mobile billboards, poster campaigns and many more; checklists are included to provide students with a step-by-step guide to how to incorporate alternative media into future marketing campaigns; and, critical thinking questions and exercises are provided to guide students in their own alternative media marketing efforts.

Marketing. --- Advertising. --- Alternative mass media. --- Marketing --- Publicité --- Médias alternatifs --- Publicité --- Médias alternatifs

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Alternative media have historically been a central force in social change. Kenix argues, however, that they do not uniformly subvert the hierarchies of access that have always been fundamental to mainstream media. In fact, their journalistic norms and routines have always drawn on the professional standards of the mainstream. Through comparative analysis Kenix posits the perception of 'mainstream' and 'alternative' as a misconception arguing that they've always existed on the same continuum and continue to converge. Her vision recalibrates the media spectrum. This book examines alternative med

Mass communications --- Alternative mass media. --- Mass media. --- Media. --- Social change. --- Alternative media --- Countercultural mass media --- Underground mass media --- Mass media

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Community media journalists are, in essence, "filling in the gaps" left by mainstream news outlets. Forde's extensive 10 year study now develops an understanding of the journalistic practices at work in independent and community news organizations. "Challenging the News" provides an inside glimpse into alternative and independent media journalism in the UK, US and Australia and is the first work to focus on providing practice-based examples of alternative journalism. This book examines the nature of alternative and community media outlets, focusing on the news structures and journalistic practices at work to develop an understanding of the journalistic practices at work in independent and community news organisations. Specifically, this study looks at the role of the alternative journalist -- how do they get their news ideas and what drives their decisions? What motivates them and how does this impact on the journalism they practice? Although up to date and topical, historical sections on the UK, US and Australian independent and alternative media also provide a useful comparative context.

Journalism --- Online journalism. --- Citizen journalism. --- Alternative mass media. --- Journalisme --- Journalisme en ligne --- Journalisme participatif --- Médias alternatifs --- History --- Histoire --- Social science --- Media Studies. --- Médias alternatifs

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In this book, Linda Jean Kenix shows how alternative and mainstream media exist on the same continuum, and where their points of convergence lie. She also demonstrates how alternative media creates 'alternative communications', and casts the whole media spectrum in a new light.

Alternative mass media. --- Mass media. --- Media Studies. --- Mass communication --- Media, Mass --- Media, The --- Communication --- Alternative media --- Countercultural mass media --- Underground mass media --- Mass media