A case of alternative journalism in Egypt: Where are Facebook likes leading Mada Masr?

Abstract

Mada Masr, an alternative online-only news medium, has continued to operate for more than nine years in Egypt. However, fascination with its mere existence as an alternative journalism in a harsh political climate has prevented researchers from evaluating its performance from an audience perspective. To fill in the gap, this study seeks to explore audience engagement on Mada Masr’s Arabic Facebook page by analysing posts that received the highest and lowest likes (reactions). Results show that posts with the most likes were those contesting the state’s performance and providing oppositional counter-mainstream media knowledge. This finding is consistent with the literature on the role of alternative media in different political contexts, one of political deliberation in western democracies and another of social mobilization in non-western transitional contexts where social change is sought. However, the elitist nature of many of Mada Masr’s posts questions the extent to which Mada Masr is willing to identify itself with the wider public.