1. (community, alternative, underground media, press) Non-mainstream media forms such as graffiti, street theatre, fanzines, pamphlets, and community newsletters—especially when used by minority groups for campaigning on particular issues.
2. (radical media, press) Newspapers, magazines, radio stations, or online media which are not corporately owned and which circulate political messages felt to be under-represented in ‘mainstream media’ (seen as geared towards maximizing profits and supporting a ‘free-trade’ agenda).
3. (alternative) A marketing category—particularly associated with cinema, music, and writing—that defines its product as being other than mainstream—either because its form is more challenging, or it expresses non-conformist values, or both.