THE EMERGING ALTERNATIVE MEDIA PLATFORMS IN INDIA: AN ANALYSIS OF ITS OPPORTUNITIES AND CHALLENGES
Keywords:Mainstream media, Alternative media, Innovation in journalism
"Whoever controls the media controls the mind," said Jim Morrison, the legendary singer, songwriter, and poet. The media, as the "fourth estate," influences the "first," "second," and "third" branches of government in diverse ways. Many different schools of media theory recognise the vital role the media plays in shaping public opinion and determining national agendas. The right to freedom of the press is guaranteed to all Indian citizens under the country's constitution. By disseminating knowledge and enlightening the public, it fosters the development of well-informed communities. India, the world's largest democracy, is home to hundreds of Main stream, established, or dominant media outlets, some of which are just now starting to feel the pressure from the rise of alternative media.