The Future of Alternative Media

Abstract

Alternative media, which have historically been created in explicit opposition to the mainstream, are increasingly drawing from mainstream practices to gain visibility in a crowded media market. However, the nascent field of alternative (or community) media scholarship has not fully embraced the intrusion of mainstream practices nor has scholarship added meaningfully to the debates surrounding future growth possibilities of alternative media within this competitive framework. The paper will apply previous hypotheses and research from the field of alternative media scholarship to a small sample of alternative blogs in New Zealand. The methodological aspects of producing these blogs and their resulting content will be explored against present research in an effort to conceptualize future media formats for the alternative press.

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