develop alternatives.
Use the mass media for one’s own purposes
This is the usual approach: writing letters to the editor, putting out press releases, being interviewed, inviting media to meetings, holding rallies to attract media coverage, etc. Numerous action groups, from feminists to farmers, promote their cause this way.
Such efforts can shift the emphasis in media coverage, for example from coverage of politicians and business to some attention to social issues and movements. But this does little or nothing to challenge the fundamental lack of participation in the mass media. Furthermore, it can distort social movement agendas. Seeking media attention can be a way of building grassroots support but it can also take priority over building support. Some movement leaders are turned into stars by the media, causing internal stresses and resentments.[13] All in all, this approach, as a means of promoting participatory media, has little to recommend it. Social movements need a strategy on communication, including how to deal with both establishment and alternative media.[14]
Of course, promoting participatory media is not the only goal of social movements. In a great number of cases, using the existing mass media is a sensible and quite justifiable approach. Furthermore, campaigns such as those by Fairness and Accuracy in Reporting to challenge biases in the media are extremely important. But it is important to be aware of the limitations of such campaigns. Even “fair and accurate” mass media are far from participatory.
Participating in the mass media is inevitably limited to only a few people or only to minor contributions. Only a few people have the skills or opportunity to write an article — that will be published — for a large newspaper, or to be interviewed for more than a few seconds on television. Even an occasional article or television appearance is trivial compared to the impact of those who host a television programme or write a regular column in a major paper. Furthermore, those who are successful in “breaking in” may actually legitimise the media in which they appear. This is analogous to the way that worker representatives on company boards can legitimise both the decisions made and the hierarchical structure of the company.
Many progressives want to use the media, or go into it as journalists or producers, to help the causes in which they believe. The intention is good, and the work many of them do is superb. But it should be remembered that this approach perpetuates unequal participation. It needs to be asked whether the aim is mainly to promote a favoured viewpoint or to foster a discussion involving ever more people. These two aims are not always compatible.
Participate in alternative media
This is an obvious strategy. Possibilities include:
subscribing to alternative magazines and supporting small presses;
writing material for newsletters and small magazines;
publishing one’s own newsletter, magazine or books;
organising meetings of friends to discuss issues of significance;
doing community organising with techniques such as public meetings and door-to-door canvassing;
listening to and producing programmes for community radio and television;
participating in computer discussion groups;
producing, collecting and using micrographics (microfiche, microfilm), especially to distribute and save nonstandard works;
using short-wave radio;
running workshops on developing skills for network media;
developing campaigns that help build skills in using alternative media and don’t rely on mass media;
participating in self-managing media enterprises.[15]
These and other initiatives are going on all the time. They need more support and development. This strategy is fully compatible with the goal of participatory media, so there are fewer internal contradictions and traps.
Use nonviolent action to challenge the mass media
Activists have more often used than challenged the mass media. Yet there are numerous methods of nonviolent action that can be used to confront and change mass media, as well as to promote network media.[16] For example, boycotts can be organised of particularly offensive publications or shows. Small shareholders can use direct action to present their concerns at shareholders’ meetings. Activists can occupy media offices. However, it is usually extremely difficult for consumers of the media to organise challenges. The best prospects are for media workers. They can challenge and subvert management by publishing or showing items without permission, allowing humorous mistakes to slip through, resigning as a group, working in against orders, and even taking over media operations and running them participatively. Such initiatives can only succeed if there is considerable support from the users of the media. Hence, links between workers and users are essential, for example between journalists and public interest groups.
Undermine institutional supports for mass media
This is a big one. It roughly translates into “undermine monopoly capitalism and the state.”
The mass media would not be able to maintain their dominant position without special protection. Television is the best example. In most countries, governments own and run all channels. In liberal democracies there are some commercial channels, but these must be licensed by the government. Without government
