Bondarenko Yuliya Stanislavivna


Alternative Press of Modern Germany (functioning peculiarities, editorial policy, place in the national media system)


One of the unique and self-sufficient media formations of modern German periodi-
cals – the alternative press, which represents a new model of communication and is aimed
to show broadly and objectively the events that are not presented by traditional media, is
investigated in this research.
It was found out, that alternative periodicals, formed as a separate segment of print
media in the 70s of the twentieth century as a result of the intensification of student and
social movements, is a peculiar barometer of the sustainability of democratic principles in
Germany, a reflection of the maturity of German society.
The defining features of the alternative periodicals that distinguish it from main-
stream media are the nature of funding, the target audience, the model of communication,
the editorial policy, the formal-content aspect, and the socio-political modality.
The content of the alternative press is characterized by a wide range of thematic in-
variants that are transformed in line with socio-political changes in the country. The alter-
native press brings up socially significant issues. It reveals at the present stage social and
legal issues, internal security, migration processes, anti-racism and the problems of mar-
ginal social groups.
The alternative media have abandoned communication in one direction and allow
readers to create a media content independently aimed at a special target audience – a
counter-publicity – representatives of various social groups and subcultural groups.
Overregional, regional and local-regional mass media, 346 journals and 105 news-
papers totally: daily, weekly, monthly, which are published twice a month, once a year, 3-
5 times a year, once in half a year, irregular editions are determined in the system of alter-
native periodicals. By functional purpose (problem-thematic orientation) universal and
specialized alternative media are represented.
Alternative print media occupy a prominent place in the information space of Ger-
many and compete successfully with the leading traditional media. The main purpose of
alternative media is to protect the rights and to represent the interests of the target audi-
ence. The most successful alternative edition of Germany is the nationwide daily newspa-
per «Die Tageszeitung» or «TAZ».
The alternative print media are dynamically developing in web format with the be-
ginning of the information era. The modern alternative press is no longer identified with a
deeply oppositional media structure and is conceived as an immanent part of mass-media
Key words: information space, national media system, alternative communication,
alternative press, socio-communication parameters, counter-publicity, content, problem-
thematic range, typology, editorial policy.

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