[Commlist] new book: Beyond Mainstream Media: Alternative Media and the Future of Journalism

Please see below for details of a new book about alternative media 
published on 26 September 2023 by Professor Stephen Cushion

Stephen Cushion (2024) Beyond Mainstream Media: Alternative Media and 
the Future of Journalism. London: Routledge.

https://www.routledge.com/Beyond-Mainstream-Media-Alternative-Media-and-the-Future-of-Journalism/Cushion/p/book/9781032420264 
<https://www.routledge.com/Beyond-Mainstream-Media-Alternative-Media-and-the-Future-of-Journalism/Cushion/p/book/9781032420264> 


Offering one of the most comprehensive assessments of alternative media 
to date, Beyond Mainstream Media examines the rise of alternative media 
over the last decade, analysing their changing content and editorial 
strategies, and exploring why many people go beyond the mainstream media 
for news and information.

Considering the differences in agenda between alternative and mainstream 
media coverage, Cushion sheds light on why right-wing alternative media 
have become a more prominent part of national media systems than 
left-wing sites in the Western World. In doing so, he argues that 
alternative left-wing media should place less emphasis on attacking 
professional journalism and focus more on converging into the world of 
mainstream news to promote their politics. This book draws on over 3,500 
articles and 17,000 social media posts produced by alternative media, 
extensive interviews with editors and contributors, and a survey of over 
2,700 media users. It develops a comparative international perspective 
by explaining how findings and concepts can be applied to understanding 
much broader issues, such as public distrust in the mainstream media or 
the influence different media and political systems have on the 
production of alternative media.

Providing both an introduction to and a critical analysis of the state 
of alternative media today, this book is written in clear, jargon-free 
language and is recommended reading for advanced students undertaking 
courses in Alternative Media and Political Journalism.

Reviews:

‘Cushion's Beyond Mainstream Media is rigorously researched and 
masterfully written. Given its international scope and provocative 
critique, the book promises to become a key text within political 
communication and journalism studies. I urge my colleagues to read and 
engage with it.’

Professor Victor Pickard, University of Pennsylvania　

‘Cushion’s work is invaluable to understanding how the evolution of 
alternative news is intrinsically tied to mainstream politics and 
professional journalism. This book suggests the future of news could 
look brighter with more commingling of alternative and mainstream 
approaches.’　

Professor Jennifer Rauch, Linfield University, author of Resisting the 
News: Engaged Audiences, Alternative Media and Popular Critique of 
Journalism

'A fascinating and much needed empirical analysis of the production, 
content and user engagement of ‘alternative political media’ in the UK 
that helps us to understand why people trust mainstream media (and 
politics) less and how alternative news media have evolved in relation 
to them. Dispelling myths of alternative media and their users as either 
amateur journalists or political activists Cushion reveals distinctive 
content with increasingly professionalised processes used by critical 
news consumers with diverse media diets. Crucial reading for those 
seeking to understand ‘alternative’ media and politics.'

Professor Natalie Fenton, Goldsmiths, University of London.

'By delving into the mainstreaming of alternative online political 
media, this book offers a nuanced understanding of their impact on 
contemporary politics and journalism. Cushion's rigorous empirical 
research, including content analysis, interviews, and surveys, provides 
a solid foundation for his arguments. This work challenges the 
traditional categorization of alternative media and sheds light on the 
diverse perspectives and ideologies that these platforms now encompass. 
It is a thought-provoking and thoughtfully executed study that will 
undoubtedly shape future scholarly discussions in the field'.

Frank Esser, University of Zurich Switzerland

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