Alternative Media: Conceptual Difficulties, Critical Possibilities

This article summarizes and analyzes the dilemma of alternative media as it has been theorized in selected statements in the literatures of mass communication. It locates the source of this dilemma in the theoretical assumptions about alternative media and their resulting inability to escape the seeming tradeoff between political effectiveness and organizational/cultural massification. It concludes by suggesting an alternative way of conceptualizing alternative media that instead of leading to efforts to build mirror images of mainstream media organizations with all their limitations, makes possible greater and more meaningful participation in public debates about the nature and direction of American society.