A typology of alternative online political media in the United Kingdom: A longitudinal content analysis (2015–2018)

Abstract

Alternative online political media (AOPM) have become increasingly prominent elements of the media system in many countries. In response, numerous academic studies have examined the nature of these newer forms of alternative media. In line with this recent scholarship, in this study we carry out a longitudinal and systematic content analysis of nine AOPM websites in the United Kingdom (UK) (N = 3452) between 2015 and 2018. Overall, we found a diversity of content, contrasting values and degrees of partisanship, which we develop into a typology of outlets. This includes four overlapping areas: electoral hyperpartisans, cultural partisans, political cycle specialists and vernacular macro-blogs. We conclude by recommending that scholars need to develop more detailed content analyses in order to better understand online alternative media, their interactions with the wider media system, and the system itself.