Different from mainstream media, alternative media creates its own content and then distributes it themselves. Companies falling under this branch tend to target a very specific audience, with unique styles to attract their specific consumers. As alternative media is a lot less popular, people consider information from their "conspiracy theories". People feel since they do not have a large audience following their statements, that they can not be a reliable source for them, which can sometimes be the opposite case.
In the media field, people have strong opinions and belief systems and interact with people of similar interests. An echo chamber is a group of people that share all the same ideas and only listen to the people among them. These kinds of people tend to be more closed-minded, but since they are so hyper-focused on one set of beliefs, they usually have a lot of evidence to back it up. Since there is only one belief, though, the group only sees from one perspective, which disables them from exploring life around them for what it really is.
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