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Alternatives to the high street – and the mainstream – do exist, students just have to look that bit harder to find them.
(The next time you see a TV anchor haranguing a numb studio guest, shouting, "Why don't the Maoists stand for elections? Why don't they come in to the mainstream?", do SMS the channel saying, "Because they can't afford your rates").
Despite the success of titles such as Call of Duty and wider penetration of gaming into the mainstream, Bogost thinks Activision will still have difficulty escaping the snobbery that stops it going beyond a core audience, in part because the games that have truly broken into the mainstream do not lend themselves to linear narratives.
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Nowadays change means doing what the mainstream does, but doing it differently.
The mainstream doesn't need any dramatization about Hitler.
"The mainstream didn't want to hear us," he remembers.
The "mainstream" does not stand still; it continues to widen.
"Those comics – Cedric the Entertainer, Bernie Mac – the mainstream didn't know who they were.
A minority in Britain wanted to be part of this, but the mainstream did not.
"If the mainstream doesn't act, more radical actors will step in.
It frustrates me that the mainstream doesn't talk about it," says Todd.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com