Alternativa alternativ? : Kontrahegemoniska perspektiv på klimatfrågan i svensk etablerad och alternativ media

Sammanfattning: This thesis compares the presence of hegemonic and green counter hegemonic perspectives in the climate change reporting of Swedish mainstream and alternative media. A descriptive idea analysis is conducted on articles published in two mainstream, broadsheet newspapers in addition to one alternative newspaper and one alternative news website. The comparisons are based on an analytical framework constructed around three dimensions: the relationship between humans and nature, the relationship between the growth economy and climate change, and the relationship between climate change and the citizen. The results show substantial differences between mainstream and alternative media, with alternative media offering counter hegemonic perspectives in all three dimensions while the mainstream media outlets are dominated by hegemonic perspectives. However, the differences between the two alternative media outlets are significant, with one being consistently dominated by counter hegemonic perspectives, while the other is more ambivalent. This shows that while counter hegemonic perspectives can be both present and dominating in alternative media, it is not always the case. The presence of counter hegemonic perspectives in Swedish alternative media shows that there is some space for these ideas in the Swedish media landscape. We have now been able to see that truly alternative options exist in the Swedish media landscape - albeit in its green outskirts. Whether they will stay there or will be able to break into the larger public debate remains to be seen.