Alternative media provides complimentary information to that provided by the mainstream media or corporate media. It does this by being different in their delivery of information through varying dimensions of content, models of production, distribution, dynamic artistry and target audience integration. Alternative media’s main objective is to mitigate the effects of existing authorities, like governments and corporations that run the mainstream media, by representing the plight of the marginalized, in society. Although both types of media are bias, alternative media claims that its bias is different from that of corporate media because of their values and overall objective of agitating for the common man’s well being. This paper aims at comparing these two types of media by analysing how they handle a specific current issue in Canada.
Fracking is a term used in the mining of natural gas from the Earth crust. It involves the pumping of a mixture of chemicals, fresh water and sand deep into the earth’s crust where the pressure that accompanies this process causes the rocks to crack and release trapped gas (Bisset, 2013). Some of the chemicals used, in this process, include formaldehyde, ammonia and acetone among others, which are all toxic to the human body. This mixture is not consumed, in the procedure, but reacts with natural elements found in the soil and the flow back is constituted of even more toxic compounds like arsenic, cyanide, lead and mercury among others that have a deleterious effect on health and the environment. In an attempt to curb the effects of these chemicals on the environment, companies involved in these mining prospects have created lakes where this water is collected and recycled (Bisset, 2013). Recycling requires extra time and resources, which these companies try to minimize by storing the waste chemicals in lakes. Most of the flow