Alternatywne metody zarządzania organizacją i treścią w mediach obywatelskich

The alternative methods of the organisation and content managing in the citizen mediaThe goal of this article is to find  the differences in managing citizen and mainstream media. For this purpose the chosen citizen medium – Wiadomości24.pl (one of the biggest and most popular citizen journalism portal) and two mainstream media - “Gazeta Wyborcza” and “Rzeczpospolita” were compared and quantitative content analysis of the cultural publications was done. According to the Ch. Fush's definition of the alternative media,  to define the medium as an alternative one, it must differ from the mainstream medium in all mentioned dimensions: journalistic production, media product structure, organizational media structure, distribution structure and reception practices. The analysis of the chosen media shows, that the portal Wiadomości24.pl, as a citizen medium, differs a lot from two chosen mainstream media in every dimension. The portal is attuned to its basic function – including the receiver within the communication process as a sender.  That is why, the portal puts all responsibility on prosumers, provides as high interactivity as possible, delimits all formal requirements and offers high openness. Thanks to that, the content published by the citizen reporters is alternative to the content published in mainstream media. The alternative media are supplement for mainstream media and allow a bigger diversity and variety of the form and content. They include the receivers and encourage them to publish their own content and share their experiences with others.  The alternative media cannot replace public and commercial media, but can be a supplement and sometimes the alternative offer