Disloyal audiences and usage of alternative media content.

This article investigates the motives and behaviors of disloyal audiences who use alternative media in Lithuania, defined as media operating in opposition to mainstream or official mass media. Based on qualitative interviews with self-identified alternative media users, the study finds that mistrust of mass media—perceived as biased, commercialized, and government-aligned—is a key but not sole reason for turning to alternative media. Users value alternative media for providing diverse, engaging content presented in accessible language by trusted, non-elite voices, which fosters a sense of community and shared identity among like-minded individuals. Despite their critical stance, these audiences often continue to use mass media for timely news and entertainment, illustrating a complex media consumption pattern shaped by personal routines and preferences. The research highlights the active participation of alternative media audiences in content engagement and the potential societal implications of emotionally charged, polarized media environments.