The Research On Forms And Influence Of Non-Mainstream Media Of The USA And UK In 21^st Century

The western mainstream media has become the instrument for pursuing economic benefits and the democratic and watchdog role is declining. The Internet has enabled the communication medium to be accessed by the public. Non-mainstream media provides a channel for minority groups to speak out their ideas, by which the public opinion that challenges western mainstream value and ideology could be expressed. Taking advantage of its mode of discourse and the comprehensive reports, non-mainstream media plays a crucial role in minority groups? information transmission and cultural identity construction.There is an increasing focus on the role that the mainstream media plays in constructing public shpere and promoting democratic process.This essay aims at non-mainstream media of the U.K. and the U.S. and analyses the concept of non-mainstream media first, arguing that the concept is dynamic and relative, suggesting four dimensions to understand non-mainstream media and comparing the ideology embedded in mainstream and non-mainstream media respectively. Moreover, the paper concludes different forms of non-mainstream media of the U.S. and U.K. and explores the landmark event that marks the form transformation of non-mainstream media from traditional media to new media. The third and fourth part of the essay studies the influence of non-mainstream media on public opinion and social movement in the U.S. and U.K. The last part gives a basic judgement on the role of non-mainstream media plays in the society.The essay holds that the non-mainstream media offers a new space for the expression of public opinion and raises the democratic awareness of the public. The nonmainstream media of the UK and US challenges the discourse hegemony of the mainstream media, and unites broader range of people to have wider range of influence. Combined with new media, the forms of non-mainstream media become diverse and the communication means becomes varied. However, the lack of “gatekeeper” makes the non-mainstream media to be the gathering place of rumor and emotional speech. We should hold a dialectical view on the value of non-mainstream media. It plays a positive role in cultivating public?s democratic awareness and providing a channel for public opinion, while as the forum of rumor and extreme speech, it is negative. The democratic potential of non-mainstream media in constructing civil society and democratic process is enormous. The further study should lies in the way of realizing the ideal of public sphere by using the advantages of non-mainstream media.