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- Title
Towards an Understanding about Complexities of Alternative Media: Portrayals of Power in Alternative Media.
- Authors
Atkinson, Joshua
- Abstract
In this study I conducted qualitative content analysis of alternative media in order to uncover the different categories about corporate power presented to activist audiences in social justice movements. I found that there were two dominant categories about corporate power disseminated through alternative media: (1) “traditional” corporate power and (2) hegemonic corporate power. “Traditional” corporate power is based on the idea that corporations dominate resources in society. Hegemonic corporate power is based on the idea that corporations dominate the ideological assumptions in contemporary society. Both of these categories hold significant implications for comprehension and classification of alternative media.
- Subjects
ALTERNATIVE mass media; CONTENT analysis; ORGANIZATIONAL power; CORPORATE power; SOCIAL movements; SOCIAL justice; ACTIVISTS; SOCIETIES; AUDIENCES
- Publication
Qualitative Research Reports in Communication, 2005, Vol 6, Issue 1, p77
- ISSN
1745-9435
- Publication type
Article
- DOI
10.1080/17459430500262232