نوع مقاله : مقاله پژوهشی
چکیده
کلیدواژهها
عنوان مقاله [English]
The theoretical basis of alternative media is the anti-hegemonic concept of (the Italian Marxist theoretician and politician Antonio) Gramsci and the concept of culture industry of the Frankfurt School. With these concepts, they criticize the function of the mass media, the main current in distribution and reinforcement of capitalistic thoughts and capitalistic hegemony in the society. The mainstream media are ideological, hegemonic and non-critical media which act to preserve the capitalistic system and strengthen globalization and cultural imperialism project. The alternative media are defined as opposed to the mainstream media. The objective of alternative media is to challenge forms of capitalism dominant in the fields of media products, media structure, as well as media content, distribution and reception. These media deal with subjects such as social movements, post-Marxist approaches and new political demands. The alternative media are not known in the theoretical literature of communication and media atmosphere of the country and Iran’s political and media institutions do not have clear policies to use them in media diplomacy. While reviewing the theoretical dimensions of alternative media, this study presents approaches to use the alternative media in media diplomacy. The alternative media are considered an opportunity for the media system of the country, which can use this potential to represent itself and to manage the public opinion of other societies
کلیدواژهها [English]
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