The Rise of Independent Media

Background

When it comes to understanding the media landscape, it is essential to differentiate between mainstream and independent media. Mainstream media, sometimes known as legacy media, refers to the large, established media organisations that have a significant influence on public opinion and shape the narrative on various issues. On the other hand, independent media consists of smaller, alternative outlets that aim to provide alternative perspectives and challenge the mainstream narrative.

Mainstream media encompasses the major television networks, newspapers, radio stations, and online news platforms that have a wide reach and audience. These organisations often have substantial financial backing and resources, allowing them to produce high-quality content and reach a broad audience. Examples of mainstream media outlets include CNN, BBC, The New York Times, and Fox News.

When Mainstream Became a Tool

Politicians have long recognised the importance of controlling the narrative.

Recruitment posters during World War 1 showed a monster with a spiked pickelhelm on it's head, presumably to identify it as german. In one hand it clutched a bloody club and in the other, a helpless
maiden. These was an early example of mass media being used for governmental purposes.

In the meantime however, British PM David Lloyd George is known to have said in 1917,

“If people really knew, the war would be stopped tomorrow. But of course they don't know and can't know. The correspondents don’t write, and the censorship would not pass, the truth. What they do send is not the war, but just a pretty picture of the war with everybody doing gallant deeds.…The thing is horrible beyond human nature to bear”

WW1 was heavily propagandised on both sides of no man's land.

The reporting of battles portrayed the heroic success of one side and
cowardly defeat of the other, usually in stark contrast with the reality.

The media was viewed simply as another tool, a necessary component
for the achievement of final victory, and many of the newspaper editors
at the time felt the same.

It was a different time, patriotism was more prevalent in the culture of
the day and most of the public at home had no real concept of the
brutality of war at the front. This was to change when the veterans
started to return at the end of the war.

Since then, much of the public began to view the mainstream media with at least a small degree of suspicion. The propaganda of course, continued in World War 2, and every subsequent war. Goverments know that they don't have to convince everyone of the Cause de Jour, just the majority.

The Problem

The common criticism of mainstream media is that it tends to present a narrative that supports the government of the time or the dominant political and economic interests. Critics argue that it can be influenced by corporate interests, political biases, and the desire for higher ratings or readership. This can lead to a lack of diversity in perspectives and a narrowing of the range of issues covered.

While it is true that media organisations may have inherent biases, it is important to note that not all mainstream media outlets are the same. Some organisations strive for objectivity and adhere to journalistic ethics, while others may have more overt biases. Some may swing one way or another depending upon various influences such as readership popularity, the political landscape of the time and the personal views of the outlet's leadership.

The Solution

In recent years, there has been a noticeable rise in independent media outlets. These platforms, often run by individuals or small teams, aim to provide alternative viewpoints and challenge the mainstream narrative. Independent media can take various forms, including podcasts, online blogs, YouTube channels, and social media accounts. Presentations can range from extremely professional studios featuring interviews with highly-regarded experts, to opinion-pieces from a single presenter shouting into the webcam on his laptop.

One example of a key figure in the world of independent media is Joe Rogan, a popular podcaster known for his long-form interviews with a wide range of guests. Rogan's podcast, "The Joe Rogan Experience," has gained a massive following and has become a platform where guests can discuss their ideas openly and at length. Part of Rogan's appeal is his flexible approach to dealing with guests ranging from academic intellectuals to professional wrestlers. He acknowledges his own weaknesses but expresses his own moral opinions with very little apparent outside influence.

Podcasters have gained a significant amount of influence due to their ability to reach large audiences and provide a platform for alternative voices. This rise in popularity has challenged the dominance of traditional mainstream media outlets and allowed for a more diverse range of perspectives to be heard.

Independent media outlets bring several benefits to the media landscape. Firstly, they offer a platform for marginalised voices and perspectives that may not be adequately represented in mainstream media. This allows for a more inclusive and diverse range of opinions to be heard. By presenting alternative viewpoints and conducting in-depth investigations, independent media outlets can hold mainstream media accountable for any biases or omissions.

Furthermore, independent media often have the flexibility to cover stories that may be overlooked by mainstream outlets. They can focus on niche topics or issues that are not considered "newsworthy" by larger organisations. This allows for a more comprehensive and nuanced understanding of the world. Some of these are regarded as highly credible, run by and featuring world-leading experts, but at the other end of the scale, many are labelled as a source of misinformation and outlandish conspiracy theories.

Conclusion

Mainstream and independent play distinct roles in the media landscape. While mainstream organisations have a significant influence on public opinion, independent outlets provide alternative perspectives and challenge the dominant narrative. The rise of independent media, exemplified by influential figures, has brought about more diversity and inclusivity, allowing for a broader range of voices to be heard, and fostering critical analysis of mainstream media coverage.

As consumers of news, it is important to be skeptical of both mainstream and independent sources, critically evaluating the information presented, and seeking out multiple perspectives to form a well-rounded understanding of the world around us.