Making Media for Themselves: Strategic Dilemmas of Prefigurative Work in Independent Media Outlets

This article explores independent youth media outlets, one sector of the broader media democracy movement, to theorize the strategic dilemmas that actors negotiate as they attempt to prefigure the media change that they want to see in the world. The outlets operate as noncommercial spaces for youth to challenge the norms of mainstream media through the collective production of oppositional media. In this millennium, we see the increased presence of these outlets across the country and globally as youth are building nodes of communication through differing digital platforms. The article draws out a case study of one independent media outlet, Youth Media Action, in an urban area in the northeastern part of the United States to trace the dynamics of how these outlets attempt to prefigure or model media change through their structures, practices, and content with a changing cast of participating youth groups. I then analyze the tensions that actors confront as they seek to model an ideal (a more just media system) within a constrained environment (overextended staff and resources). The focus on these prefigurative practices and politics affords a closer view of the ways that these sites seek to build a more inclusive, egalitarian, noncommercial media system with limited resources and educational and political practices that do not always resonate with the participating groups and youth. This research contributes to social movement work that focuses on dilemmas that groups face as they look to themselves to build and model systems of social change.