JOHN ROBERTS THEOLOGICAL COLLEGE, MAWKLOT

Personal Assignment

Subject: Introduction to Communication Studies for Christian Ministry (BMN01)

Topic: Alternative Media
Submitted by: Riborlang, Ryan, Samkupar, Successful, and Teilangskhem.
Course Facilitator: Ma’am P. Thawmuit. Dated: 11/03/2024

Introduction: Alternative media emerge when there are alternative issues which is not
recognize by the mainstream media. Alternative media is mostly used by common and local
people such as the marginalize and minority sections within the societies. This paper is an
attempt to briefly explain the meaning of alternative media and also some other important
points which is needed to understand.
1. Definition of Alternative Media: Alternative media are media sources that differ from
established or dominant types of media (such as mainstream media or mass media) in terms
of their content, production, or distribution.1
Alternative media is a form of mass media that has arisen as a contrast to mainstream media.
Mainstream media is mass media (newspapers, radio, television, magazines, movies, Internet,
etc.) that disseminate information that is in line with the thoughts, interests and opinions of
the current general society, whereas alternative media thus becomes those mass media outlets
that disseminate information that is in contrast to the thoughts, interests and opinions of the
current general society.
For example, while prime time news channels may report more on celebrity news because of
the demands of their audience, alternative media would probably report on issues being
ignored by the mainstream like the fast-approaching extinction of bees.2
2. Emergence of Alternative Media: The emergence of alternative media has been a
significant phenomenon in recent years, driven largely by technological advancements and
shifts in consumer behaviour with the landscape of media consumption undergoing a
significant transformation with the rise of alternative media platforms.
2.1. Factors contributing to the rise of Alternative Media:
2.1.1. Digital Revolution: The advent of the internet and digital technologies has
democratized the creation and dissemination of media content. 3 This has lowered the barriers
to entry for individuals and small groups to produce and distribute alternative viewpoints.

1
John Joshva Raja and Samson Prabhakar, eds., Introduction to communication and Media Studies,
(Bangalore: BTESSC/SATHRI, 2006),70.
2
Kranich, Nancy. "A Question of Balance: The Role of Libraries in Providing Alternatives to the
Mainstream Media." Collection Building 19/3(2000):85-90.
3
Linda Jean Kenix, Alternative and Mainstream Media: The Converging Spectrum (London:
Bloomsbury Academic, 2011), 17.
2.1.2. Dissatisfaction with Mainstream Media: Growing distrust in mainstream media
outlets due to perceived biases and corporate interests has driven audiences towards
alternative sources. Alternative media platforms often offer perspectives that challenge the
dominant narratives presented by traditional media.4
2.1.3. Social media: Platforms like Facebook, Twitter, and YouTube have provided a space
for alternative voices to reach large audiences. User-generated content and algorithmic
recommendation systems have facilitated the spread of alternative viewpoints, sometimes
leading to the rapid dissemination of misinformation.5
2.1.4. Activism and Grassroots Movements: Alternative media has often been closely
linked with activism and grassroots movements seeking to address social, political, and
environmental issues.6 These movements utilize alternative media platforms to mobilize
supporters and raise awareness about their causes.
3. Characteristic of Alternative media:
3.1. Independence: Alternative media outlets are typically independent from corporate
government control. They prioritize editorial autonomy and aim to provide diverse
perspectives that may be overlooked or misrepresented by mainstream media.
3.2. Diversity of Voices: Alternative media platforms often amplify the voices of
underrepresented communities, including ethnic minorities, activists, and grassroots
organizations. They strive to represent a wide range of perspectives and viewpoints.
3.3 Critique of Mainstream Media: Alternative media often critique the biases, limitations,
and agenda-setting practices of mainstream media. They may provide alternative narratives
and analysis of current events, challenging dominant discourses and power structures.7
3.4 Emphasis on Social Justice and Activism: Many alternative media outlets prioritize
issues related to social justice, human rights, environmentalism, and other forms of activism.
They aim to raise awareness, inspire action, and promote progressive social change.
3.5. Participatory and Interactive: Alternative media often encourage audience
participation, interaction, and collaboration. They may involve community members in the
production process, facilitate dialogue through forums or social media, and prioritize
engagement over passive consumption.8

4. Types of Alternative Media:

4
Devin J. Christensen, John Lovett and John A. Curiel, “Mainstream Media Recirculation of Trust-
Reducing Socal Media Messages,” American Politics Research 50/2(March 2022): 219.
5
Chahat Chopra and Sachin Gupta, “Impact of Social Media on Consumer Behaviour,” IJCRT 8/6(June
2020):1948.
6
Jamie George, “Utilizing Social Media to Expand Grassroots Voices in the California Central Valley”
https://scholarworks.calstate.edu/downloads/rb68xc534 (Accessed on March 9th 2024).
7
Francis Arackal, Media Omnipresence: A Study of Media, Marketing, Development and Politics
(Bangalore: Omega Book World Publishers, 2019), 77.
8
Koichi Yawata, “Alternative Media, Communication, and Empowerment,” Japanese Journal of
Evaluation Studies 5 (2005): 12.
4.1. Social Movement Media: By its nature social movements are a kind of protest towards
the existing status quo. Since mainstream media may be a collaborator for the continuance of
the status quo a movement may have to devise its own modes of communicating, which in
turn might become an alternative media. Social movements for the abolition of caste, child
marriage, dowry, Dalit rights, environmental protection, civil rights, tend to produce and use
alternative media “to further their goals, spread awareness, and inspire participation and
support.”9

4.2. Citizen Journalism: With the availability of smart phones citizen journalism is on the
upsurge. Every citizen is enabled in collecting, analysing, reporting, disseminating news and
information. Citizen journalism functions within and outside the main-stream media
institutions. When it is done within the purview of main-stream media it is seen as a
collaborative effort to focus on an aspect, or issue that the main-stream media failed to take
note or don’t have the wherewithal to attend to.10

4.3 Community Media: The concept of community media is one of the older ones among
various types of alternative media, it refers to small-time media outlets, specifically to
periodicals and community radio, in less developed third-world countries. In the age of
globalization these media have become even more popular. Community media creates a sense
of belonging the local populace owns it up. Sure, it is often financed by external agents such
as non-Governmental organizations, aid agencies, or through crowdfunding, and donations.
In India some of the community radio stations are financed by the government.
Commercialization is shunned, free of any kind of regulation or obligation to cater to a
specific and sole ownership or sponsorship is avoided with a desire to be agenda.11

4.4. Minority Media: People can be a minority in terms of race, religion, language, and
gender. Minority community media can for instance, Black Radio disseminating information
and be both localized and national, serving a targeted population providing entertainment for
black people living all over the United States of America. Again, Indians living in the US
have any number of localized publications weeklies, magazines, and online portals. Minority
focused media provide their audiences with essential information, often in their own language
of origin, helping them to find cultural and social support in the country of their residence.
Such media also help them to overcome the fact of being overlooked (deliberately or
otherwise) by major media outlets. Examples are African American publications,
Latino/Asian media outlets, Chinese television networks, to mention a few, in the US. 12

4.5. Online as Alternative Media: Online enabling the use of sites (Apps) such as Facebook,
Twitter, Reddit, Snapchat, WhatsApp, Instagram have emerged as a kind of alternative media.
They are characterized as social networking sites, which linked billions of people worldwide
often providing even an individual massive audience, notwithstanding the inner
fragmentation and polarization within the billions. The focus of this paper is online open
publishing journalism sites such as thewire.in, thecitizen.in and news laundry.com being
operated from India.13
9
Francis Arackal, Media Omnipresence: A Study of Media, marketing…, 82.
10
Francis Arackal, Media Omnipresence: A Study of Media, marketing..., 83.
11
“Community Media.” https://egyankosh.ac.in/bitstream/123456789/78678/1/Unit-18 (Accessed on
(23/02/2023).
12
Francis Arackal, Media Omnipresence: A Study of Media, marketing..., 84.
13
Francis Arackal, Media Omnipresence: A Study of Media, marketing..., 85.
5. Advantage of Alternative Media:

5.1. Different Voices: Alternative media platforms offer diverse perspectives and voices,
enabling a deeper understanding of issues and promoting inclusivity by providing a platform
for marginalized or overlooked individuals and groups, thereby improving the overall impact
of media.

5.2. Easy to Access: Alternative media is now easier to access than ever because of the
internet and the development of digital technologies. People can easily obtain information
and opinions from a variety of sources because to the wide variety of media that is available
online and through neighbourhood-based initiatives.
5.3. Empowers People: Alternative media empowers individuals and community groups to
organize social change, share stories, and challenge prevailing narratives, contributing to
democratization and achieving social justice, equity, and inclusion by providing
representation to underrepresented groups.14
5.4. Community Engagement: Alternative media fosters community engagement by
providing platforms for grassroots organizations, activists, and local communities to share
their stories and concerns. It can empower individuals and communities to participate in
public discourse and bring attention to local issues.15
6. Disadvantage of Alternative Media:
6.1. Spreads False Information: Alternative media platforms often lack strict fact-checking
processes, leading to the spread of false or misleading information, causing misinformation
and confusion among audiences by sharing inaccurate stories.16
6.2. Lack of Credibility and Verification: Alternative media sources may lack the difficult
fact-checking and verification processes employed by mainstream media outlets. This can
lead to the spread of misinformation, conspiracy theories, and unreliable information.
6.3. Bias and Selective Reporting: Alternative media outlets may have their own biases and
agendas, which can influence the selection and presentation of news stories. It is important
for consumers of alternative media to critically evaluate the sources and consider multiple
perspectives.
6.4. Lack of Responsibility: Unlike mainstream media, alternative media outlets may not be
subject to the same level of accountability and professional standards. This can make it
difficult to hold them accountable for inaccuracies or ethical violations. 17

14
Robert W. McChesney, the problem of the Media (New York: Monthly Review Press, 2004), 112.
15
https://www.studocu.com/ph/messages/question/4583017/the-advantages-and-disadvantages-of-
alternative-media-in-media-as-source-of-information (Assessed on 08-03-2024)
16
Hossein Derakhshan, Information Disorder: Toward an interdisciplinary Framework for Research
and Policy Making (Strasbourg: Council of Europe, 2017), 25.
17
https://www.studocu.com/ph/messages/question/4583017/the-advantages-and-disadvantages-of-
alternative-media-in-media-as-source-of-information (Assessed on 08-03-2024)
7. Alternative Media in the context of Church Ministry: Alternative media in the context
of church ministry refers to non-traditional channels and platforms used for communication,
outreach, and engagement with congregants and the broader community, beyond
conventional methods like sermons and printed materials.
7.1. Role of Alternative Media in the Church: The role of alternative media in church
ministry is pivotal, facilitating communication, outreach, and discipleship beyond traditional
means. Alternative media platforms like social media, podcasts, and online courses enable
churches to engage diverse congregations effectively. They provide avenues for sharing
sermons, testimonies, and educational resources, fostering spiritual growth and community-
building. Alternative media also extends the reach of church missions, allowing for global
evangelism and partnership with ministries worldwide. 18 While these platforms offer
unprecedented opportunities for connection and engagement, they also present challenges
such as maintaining authenticity and navigating digital literacy barriers. Overall, alternative
media empowers churches to adapt to changing communication landscapes and fulfil their
mission of spreading the Gospel.
7.2. Education and Discipleship: Education and discipleship in church ministry are
significantly enhanced through alternative media platforms. Online courses, webinars, and
digital resources offer accessible and interactive learning experiences, covering theology,
Bible study, and practical Christian living. These resources cater to diverse learning styles
and schedules, enabling individuals to deepen their understanding of faith at their own pace.
Furthermore, multimedia presentations during worship services provide opportunities for
reflection and engagement with biblical teachings, fostering spiritual growth and maturity
among congregants.19 By leveraging alternative media, churches can effectively disciple
members, equipping them for active participation in the life of the church and empowering
them to apply their faith in various contexts.
7.3. Evangelism and Mission: Evangelism and mission efforts in church ministry are greatly
amplified through alternative media channels. These platforms, such as social media,
podcasts, and live streaming, provide churches with global reach and accessibility, enabling
them to share the message of the Gospel with a broader audience. Testimonies, inspirational
content, and outreach initiatives can be disseminated effectively through digital means,
reaching individuals who may not have access to traditional forms of evangelism. 20
Moreover, alternative media allows churches to engage in collaborative efforts with
ministries and organizations worldwide, facilitating cross-cultural mission endeavours. By
leveraging digital platforms, churches can establish connections with individuals from
diverse backgrounds, fostering dialogue, understanding, and ultimately, spiritual
transformation.21 Overall, alternative media empowers churches to fulfil the Great
Commission by extending the reach of their evangelism and mission efforts beyond
geographical and cultural boundaries.

18
Nthabiseng Makhutla, “Effectiveness of Using Social Media for Preaching During Covid-19
Lockdown,” Pharos Journal of Theology, 102/2(2021):5, 1-15.
19
Reimagining the Role of Technology in Education (U.S. Department of Education, 2017)
https://tech.ed.gov/files/2017/01/NETP17.pdf
20
“How to Get Online Church Engagement” https://missionalmarketing.com/how-to-get-online-
church-engagement-the-complete-list/
21
Nthabiseng Makhutla, “Effectiveness of Using Social Media…, 5-6.
Conclusion: In conclusion, alternative media serves as a vital counterbalance to mainstream
media, offering diverse perspectives and amplifying the voices of marginalized communities.
Its emergence, fuelled by technological advancements and dissatisfaction with traditional
media, has democratized information dissemination and empowered grassroots movements.
While alternative media platforms provide unique advantages such as inclusivity and
community engagement, they also pose challenges like the spread of misinformation and lack
of accountability. Nevertheless, alternative media remains an indispensable tool for
promoting social justice, empowering individuals, and fostering meaningful dialogue in an
increasingly interconnected world. Moving forward, critical evaluation and responsible
consumption of alternative media will be essential in harnessing its potential for positive
social change.

Bibliography
Arackal, Francis. Media Omnipresence: A Study of Media, Marketing, Development and
Politics. Bangalore: Omega Book World Publishers, 2019.
Chopra, Chahat and Sachin Gupta. “Impact of Social Media on Consumer Behaviour.”
IJCRT 8/6(June 2020):1943-1961.
Christensen, Devin J., John Lovett and John A. Curiel. “Mainstream Media Recirculation of
Trust- Reducing Socal Media Messages.” American Politics Research 50/2(March
2022): 213-226.
Derakhshan, Hossein. Information Disorder: Toward an interdisciplinary Framework for
Research and Policy Making. Strasbourg: Council of Europe, 2017.
Kenix, Linda Jean. Alternative and Mainstream Media: The Converging Spectrum. London:
Bloomsbury Academic, 2011.
Kranich, Nancy. “A Question of Balance: The Role of Libraries in Providing Alternatives to
the Mainstream Media.” Collection Building 19/3(2000):85 - 90.
Makhutla, Nthabiseng. “Effectiveness of Using Social Media for Preaching During Covid-19
Lockdown.” Pharos Journal of Theology 102/2(2021):1-15.
McChesney, Robert W. The Problem of the Media. New York: Monthly Review Press, 2004.
Raja, John Joshva and Samson Prabhakar, eds. Introduction to communication and Media
Studies. Bangalore: BTESSC/SATHRI, 2006.
Yawata, Koichi. “Alternative Media, Communication, and Empowerment.” Japanese Journal
of Evaluation Studies 5(2005):12.
Webliography
Reimagining the Role of Technology in Education (U.S. Department of Education, 2017)
https://tech.ed.gov/files/2017/01/NETP17.pdf
“How to Get Online Church Engagement” https://missionalmarketing.com/how-to-get-
online-church-engagement-the-complete-list/
“Community Media.” https://egyankosh.ac.in/bitstream/123456789/78678/1/Unit-18
(Accessed on (23/02/2023).
https://www.studocu.com/ph/messages/question/4583017/the-advantages-and-disadvantages-
of-alternative-media-in-media-as-source-of-information (Assessed on 08-03-2024)
https://www.studocu.com/ph/messages/question/4583017/the-advantages-and-disadvantages-
of-alternative-media-in-media-as-source-of-information (Assessed on 08-03-2024)
George, Jamie. “Utilizing Social Media to Expand Grassroots Voices in the California Central
Valley” https://scholarworks.calstate.edu/downloads/rb68xc534 (Accessed on March 9th
2024).