Towards an Understanding about Complexities of Alternative Media: Portrayals of Power in Alternative Media This paper was part of a larger dissertation written by the author at University of Missouri-Columbia.

In this study I conducted qualitative content analysis of alternative media in order to uncover the different categories about corporate power presented to activist audiences in social justice movements. I found that there were two dominant categories about corporate power disseminated through alternative media: (1) “traditional” corporate power and (2) hegemonic corporate power. “Traditional” corporate power is based on the idea that corporations dominate resources in society. Hegemonic corporate power is based on the idea that corporations dominate the ideological assumptions in contemporary society. Both of these categories hold significant implications for comprehension and classification of alternative media.