This article examines current theoretical debates about the public sphere by looking through the prism of race and the media. The history of the black public sphere in the United States illustrates why the publicity strategies of marginalized groups cannot concentrate solely on `mainstream' media and dominant publics, but must also include active participation in, and cultivation of, alternative public spheres. Historically, the black press has served three important functions: providing a forum for debate and self-improvement; monitoring the mainstream press; and increasing black visibility in white civil society. Because a tolerant and inclusive civil society is most likely when there is a differentiated and diverse set of communications media, the current crisis of the black press is a crisis for American civil society. Those in the `mainstream' media have a responsibility to respond to this crisis by recognizing the importance of alternative publics and increasing their engagement with the African-American press.
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