From stark opposition to partial adaption

Alternative media are defined by their position as challengers of mainstream media and politics alike. However, recent studies suggest that they act out their opposition to mainstream media and their political partisanship in different ways. Against this backdrop, the study at hand investigates how 12 Danish alternative media construct and position themselves against the media- and political mainstream. The study identifies substantial differences regarding the outlets’ commitment to or rejection of the ethical rules and norms of professional journalism, whether they adopt or deviate from a neutral journalistic style, what ideological agendas they advocate, their political ties, and the media- and political criticism they voice. In doing so, the study adds to a growing body of research suggesting that alternative media are a heterogeneous group. Based on these findings, the study discusses the different potentials for impact that alternative media have on the media- and political systems they enter.