A Comparative Analysis of Dominant and Alternative Media: An Empirical Study of the Similarities and Differences in an Online Context

Abstract

Despite a rising democratic defict in dominant Canadian media they continue to hold much influce on policy-makers, government officials and citizens. While some scholars argue that recent advancements in communication technology change the dynamics of media production, making it more accessible, others argue that online media reflects what occurs offline. To test which position is correct, this thesis compares dominant and alternative news media websites. Overall, it appears that online media practices are a reflection of offline media. At best, alternative media adopt a hybrid model of production where they chose to selectively incorporate dominant media practices in the aim to meet the goals of alternative media.