Alternative Media: Free from State, Market, and Capital(ism)? On the Antagonisms of Alternative Media and the Alternative Economy

This work discusses the potentials, limits, and problems of alternative media in capitalism. It compares alternative media to commercial media and public service media. A model is introduced that compares commercial and non-commercial media projects. Its dimensions are the economy, work, production, and communication. Dilemmas of alternative media are analysed. As an example, a conflict at the Austrian free radio station Radio Orange is analysed. The paper discusses the political economy of alternative media. Alternative media such as free radio stations have set out to do media in a way that is different to capitalist media. In this context, the role of the audience as media producers and the rejection of the market, capital, and commodities are important aspects of alternative media. The analysis shows the problems and antagonisms that non-commercial, alternative media face in capitalist society. They struggle to establish independence from markets, capital, and the state. They face the problem of how to deal with these antagonisms which results in the alternative between adopting to capitalist pressures or operating as small-scale niche alternatives with small audiences and precarious labour. The paper concludes that material aspects and the political economy of alternative media need to be taken seriously. Not selling commodities and not paying wages puts many alternative media at a disadvantage vis-à-vis commercial media.