Contesting the Mainstream: Towards an Audience-Centered Agenda of Alternative News Research

Abstract

In order to better understand alternative news media, we need to focus more centrally on the audiences that regularly consume them. This special issue, entitled “Contesting the Mainstream: Understanding Alternative News Media,” advances such an audience turn. In the introduction, we outline how scholars have understood and characterized alternative news audiences. These have ranged from seeing them as (i) ideal participants and activists; as (ii) being misinformed and manipulated; and as (iii) being critical users. Drawing on studies published in this special issue, we highlight how these studies provide new and revealing empirical insights that advance all three perspectives. Taken together, the articles make a strong argument to move beyond binary ideations of normatively “good” or “bad” alternative news audiences. In our view, they signal the need to better understand the complexity behind audience engagement not just with alternative news media but mainstream journalism more generally. Based on this argument, we identify several starting points for moving the field forward with such an audience turn in mind.