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This article argues that the theory and practice of media advocacy suffers from some inherent pragmatic and conceptual limits. One limit is practical: Media advocacy's reliance on journalists working in commercial media radically constrains advocates' ability to reach policy makers and citizens in anything more than an episodic way. Another limit is conceptual. By implicitly endorsing an elitist theory of democracy and focusing on mainstream journalism, media advocacy fails to theorize the crucial role media resources and strategies play within local social change movements. The article concludes by exploring what the theory and practice of media advocacy might look like if informed by an alternative, more participatory theory of democracy as well as a commitment to promoting media reform....
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