Re-posting: What Is Alternative About Alternative Media?

Alternative media is not just a term, it is a phenomenon as well. For many people, including media academics and scholars, the term is an elusive and ambiguous one that engenders various different interpretations. There exists a broad and varied theoretical framework explaining what exactly alternative media means and what it entails. In its most simplest form alternative media could be argued to be any type of media which is not either mainstream or conventional. However, this is a very broad definition and does not fully explain the myriad of alternative media that exists. For example where would a platform like Steemit fit into this definition?

Alternative media has been in existence for hundreds of years, but the concept as a specific type of media communications has only recently emerged, since the 1950s. What prompted this emergence was the political and social unrest which unfolded in various countries. The alternative agendas and in many cases the revolutionary causes which became more common fuelled the desire for a media which represented the voices and beliefs of the people. Issues often involved race, culture, religion and politics and were very often about securing equal rights; groups were formed where members could unite in fighting for the same cause. It was here where the need for a new alternative press was incepted and so these individuals and groups began to produce their own publications such as: leaflets, pamphlets, newspapers and magazines.

These publications were originally classed as fringe media. By the 1960’s fringe media had begun adopting the use of low budget films, independent radio and local television to convey its messages. A large proportion of alternative media publications are produced with minimal budgets but if they prove popular enough are able to improve both the quality and scope of their work. In the modern digital age the internet has made it possible for the production and distribution of an ever increasing diverse range of alternative media. Websites which concentrate on minority perspectives, including politics, lifestyles and music, have proliferated in recent years. Social media sites like Steemit further this goal of allowing a wider freedom of expression. In fact the Steemit platform is so different from other social media contenders like Facebook and Twitter it could potentially empower users by content enrichment, and inspiring people to think and qustion with that content.

Adopting the liberal-pluralist position stipulates that alternative media is the product of individuals who have not been allowed access to the mainstream media marketplace. So essentially the liberal-pluralist approach dictates that alternative media is for dissident social organisations to embrace, these organisations or groups include minorities, feminists or socialists etc. Therefore in this context alternative media becomes a supplement to the mainstream, it co-exists along side it and does not replace it.

We live in the digital era and as a consequence there exists a multitude of alternative media. The internet has made it possible for information and communication to be more accessible to people all over the world. Local and independent radio has become more segmented by broadcasting over the internet. Online blogs have become a new form of digital diary or digital area where users’ opinions can be expressed and responded to by other users. We now live in a world connected by social media websites which allow us to share personal and commercial content including pictures and videos. They also allow users to connect and interact with one another.

The internet has spawned a plethora of alternative websites such as platforms for the promotion of social causes, anarchist movements and even popular culture fanzines. Blogs are proving to be a key feature of the modern alternative media landscape as well as the video based YouTube service. YouTube can also serve as a kind of video blog and users can subscribe to certain users YouTube account. Videos can be uploaded and other users can like or dislike it, or they can leave messages and offer their own opinion to the uploader. This creates a unique type of interactivity allowing for anyone in the world to watch another individual’s video and then respond to it, perhaps directing others to their own videos in the process. This experience is heightened with Steemit as the issue of financial reward has to be factored in. In my opinion this helps to focus peoples' minds on the content they wish to share, and more consideration goes into the production of that content.

Furthermore a new breed of alternative news has been established because of the emergence of alternative news websites. This has enabled these alternative news sites to disseminate news which has a different perspective on mainstream news matters. It has also engendered the term ‘participatory media’ because of its global appeal and the fact that it encourages direct contributions from ordinary people.

It is important to remember that the term ‘alternative media’ can be, and is often, employed to describe media which in actual fact is not alternative. The subjective nature of the media renders it susceptible to many meanings and manipulations. This becomes even more important when considering the alternative news media. There can be no doubt that alternative news publications and websites have made a considerable impact on the media landscape. This has meant that citizens now have more choice as to where they want to consume their news and what news to consume, as well as allowing them to contribute to the news production process itself. But alternative news platforms are constrained by their own independence and by the fact that they are participatory. Alternative news websites have proven they can be effective in dealing with localized news stories for an individual community, but they are less effective when competing with the global news organisations and their agendas. This is where I believe Steemit can bridge the gap.