When Mainstream and Alternative Media Integrate: A Polysystem Approach to Media System Interactions

Abstract

In a diverse media ecosystem of transitions and integrations, this research uses polysystem theory to conceptualize the integration of alternative media systems within their mainstream media counterparts. These interactions are examined using interviews and participant observations through three case studies—(1–2) Integration of two independent web-content creator groups into mainstream Israeli television system and (3) integration of ultra-Orthodox filmmakers into mainstream Israeli cinema system. The findings show that stiff and flexible systems are two main forms of characterizing relations between alternative and mainstream systems—defined based on the specific interests and implications for each media system, including integrated content, producer perceptions, and audience reception. It includes themes of recognition, conservatism, novelty, freedom, and authenticity. The interactions reveal processes of diffusion or symbiosis of the source system’s products. The findings contribute to a theoretical model of media interactions that offers ways of examining and defining the characteristics of media system interactions.