Alternative Media as Counter-Hegemony: A Case study of Konde.co and Magdalene.co

Abstract

Alternative media have long been placed as media that provide space for marginalized groups from the mainstream media. When the mainstream media is controlled by an authoritarian political system, alternative media becomes an instrument of communication for opposition groups. Likewise, when the democratic political system which causes the mainstream media to be controlled by media conglomerates, alternative media remains a medium that is free from hegemonic capital power. Alternative media perform counter-hegemony against the mainstream media. Provides a different perspective from information dominance.This article aims to determine the form of counter-hegemony conducted by alternative media. The sample in this study is Konde.co and Magdelene.co. This research uses a qualitative approach with a case study method. Data collection is done by in-depth interviews, observation and literature study. The results showed that Konde.co and Magdalene.co played a role as a counter hegemony against the mainstream media. Both of them criticized how the mainstream media portrayed women from patriarchal ideology. Konde.co and Magdalene.co narratives favor women, always from the point of view of women and always defending women's interests. Unfortunately alternative media often have difficulty in operational funds. It needs to be adjusted in applying anti-business and noncommercial principles so that alternative media can live.