The article analyses concepts that define alternative media research by exploring those most often used, i.e. alternative media, radical media, social movement media and citizens' media. The analysis also includes reflections on concepts not used so often, including examples of autonomous and tactical media. The article explores meanings of the alternative and aims at opening up the space for studying alternative media in the dominant studies of media and communication. The area of study put at the forefront has received little attention in Slovenia both theoretically and empirically. A conceptual analysis of the field is provided along with a critical reflection of the notion of the alternative. In addition, the article confronts arguments that minimise the potential of alternative media, points out some alternative media limitations, and identifies themes worthwhile exploring in future research.
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