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Инструментарий альтернативных медиа в привлечении аудитории в условиях мультимедийности
Technological progress and the development of visual culture predetermine the need for the analysis of changes in alternative media outlets. The author of this paper explores the modern meaning of the term “alternative media” that tends to be generally defined as a variety of media projects at an angle that has not been used in traditional, “mainstream” newsrooms. Due to the origin of the term “alternativity”, this kind of difference is understood by researchers in a very wide sense of the word: depending on the various criteria even state-owned media in some countries can be alternative towards their global mainstream competitors (CNN International, BBC World, etc.). The author comes to the conclusion that alternativity of the media can be manifested on the following levels: challenging oThcial views held by various parts of society; finding an angle to the story which is different from the mainstream media; bringing the point of view which represents the position of some countries that has never been expressed in the media. Special attention is paid to the fact that the development of alternative media was made possible thanks to various format strategies and ways of story presentation. These stories form the unique worldview of the media outlet that is intended to build up the community around it. In many of these instances, the personal position of the journalist (newsmaker, main character, etc.) tends to be very important to win the attention of the viewers, users, listeners and readers. As a result of this analysis, we can see that the story in alternative media is a complex of various contradictory ideas that are not guided by one ideology and editorial policy. The audience always has the right to disagree with the story angles and opinions voiced in the media. This is why interactivity has proven itself to be one of the basic ways to create alternative content. Step by step, it becomes the key factor in the formation of a new model of interaction between journalists and the audience, which predetermines an equal mutual influence on each other.