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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 mass media --- Médias alternatifs --- Handbooks, manuals, etc. --- Guides, manuels, etc.
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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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Alternative mass media --- Social movements --- Counterculture --- Mass media --- Médias alternatifs --- Mouvements sociaux --- Contre-culture --- Médias --- Social aspects --- Aspect social --- Médias alternatifs --- Médias --- Médias underground
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Médias alternatifs --- Presse parallèle --- Popular culture and globalization. --- Presse parallèle --- Journalism --- Journalism. --- Technological innovations. --- Alternative mass media --- Underground press publications --- Médias alternatifs --- Journalisme --- Practice. --- Pratique --- Innovations
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The Routledge Companion to Alternative and Community Media provides an authoritative and comprehensive examination of the diverse forms, practices and philosophies of alternative and community media across the world. The volume offers a multiplicity of perspectives to examine the reasons why alternative and community media arise, how they develop in particular ways and in particular places, and how they can enrich our understanding of the broader media landscape and its place in society. The 50 chapters present a range of theoretical and methodological positions, and arguments to demonstrate the dynamic, challenging and innovative thinking around the subject; locating media theory and practice within the broader concerns of democracy, citizenship, social exclusion, race, class and gender. In addition to research from the UK, the US, Canada, Europe and Australia, the Companion also includes studies from Colombia, Haiti, India, South Korea and Zimbabwe, enabling international comparisons to be made and also allowing for the problematisation of traditional - often Western - approaches to media studies. By considering media practices across a range of cultures and communities, this collection is an ideal companion to the key issues and debates within alternative and community media.
Mass communications --- Alternative mass media. --- Local mass media. --- Citizen journalism. --- Médias alternatifs --- Médias locaux --- Journalisme participatif --- Médias alternatifs --- Médias locaux --- Médias alternatifs. --- Journalisme participatif. --- Alternative mass media --- Local mass media --- Citizen journalism
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Alternative mass media. --- Mass media and culture. --- Art and popular culture --- Mass media --- Médias alternatifs --- Médias et culture --- Art et culture populaire --- Médias --- Political aspects. --- Aspect politique --- Médias alternatifs --- Médias et culture --- Médias
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What are alternative media? What roles do alternative media play in pluralistic, democratic societies? What are the similarities and differences between alternative media, community media, civil society media and rhizomatic media? How do alternative media work in practice? The text offers a one-stop guide through the complex political, social and economic debates that surround alternative media and provides a fresh and insightfull look at the renewed importance of this form of communication
Mass communications --- Alternative mass media. --- Alternative mass media --- Médias alternatifs --- Political aspects. --- Economic aspects. --- Case studies. --- Case studies --- Aspect politique --- Aspect économique --- Cas, Etudes de --- Massacommunicatie --- Massamedia --- Media --- Pers --- Televisie --- Alternatieven --- 690 Media, mediarecht --- Perswezen --- Alternatief --- Onderzoek --- Geweld
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Alternative mass media. --- Médias alternatifs --- Alternative mass media --- 316.774 --- Alternative media --- Countercultural mass media --- Underground mass media --- Mass media --- 316.774 Massamedia--(communicatiesociologie); technologische aspecten zie {659.3} --- Massamedia--(communicatiesociologie); technologische aspecten zie {659.3}
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Includes more than 250 essays on the varied experiences of social movement media throughout the world in the 20th and 21st centuries.
Social change --- Community organization --- Mass communications --- Alternative mass media --- Mass media --- Social movements --- Médias alternatifs --- Médias --- Mouvements sociaux --- Encyclopedias --- Social aspects --- Political aspects --- Encyclopédies --- Aspect social --- Aspect politique --- History --- Mouvements alternatifs (politique) -- Histoire -- 20e siècle -- Encyclopédies --- Mouvements alternatifs (politique) --- Histoire --- Movements, Social --- Social history --- Social psychology --- Mass communication --- Media, Mass --- Media, The --- Communication --- Alternative media --- Countercultural mass media --- Underground mass media --- Médias alternatifs --- Médias --- Encyclopédies --- Encyclopedias. --- Alternative mass media - History - 20th century - Encyclopedias --- Alternative mass media - History - 21st century - Encyclopedias --- Mass media - Social aspects - History - 20th century - Encyclopedias --- Mass media - Social aspects - History - 21st century - Encyclopedias --- Mass media - Political aspects - History - 20th century - Encyclopedias --- Mass media - Political aspects - History - 21st century - Encyclopedias --- Social movements - History - 20th century - Encyclopedias --- Social movements - History - 21st century - Encyclopedias --- Mouvements alternatifs (politique) -- Histoire -- 20e siècle -- Encyclopédies
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