Who are the users of Danish alternative media? A survey study on the prevalence of alternative news use in Denmark and profiles of the users

Abstract

Nordic countries have experienced an upsurge of partisan alternative media positioning themselves as correctives of the mainstream, but only little is known about how many and who uses them. Building on original survey data from a representative sample of the adult Danish population (n = 2,455), this article presents the first study of the use of left-wing and right-wing alternative media in Denmark. Findings show that users are generally more likely to be older, male, and live in disadvantaged parts of the country, but that alternative media appeal across all levels of education and urban–rural divides. Results also show positive associations with use of national dailies and high political interest. Furthermore, use of alternative media is associated with taking ideological positions further to the left or right. Yet, the findings do not indicate that users generally take extreme positions. This study thus adds considerable nuance to the picture of alternative news users and also finds that alternative media with different degrees of alternativeness attract similar users.