The unbearable lightness of being alternative: Idealism‐realism and purism‐pragmatism in Greek alternative media

The article explores alternative media sustainability across a wide range of Greek projects. In this regard, it probes into a number of factors related to both the political economy (funding, organization) of these projects and the nature (real/‘imaginary’, broad reach/niche) of the relationship with their communities/audiences. The findings of the research reveal a dynamic and contradictory field regarding alternative media resilience in terms of the dialectical relationship of idealistic/realistic (on the production, organization level) and puristic/pragmatic (on the communication, reach level) features. The article concludes by highlighting the strategies employed by the most successful projects in terms of sustainability in relation to their positioning along the idealism/realism and purism/pragmatism nexus.