The following paper explores the establishment of credibility by two forms of alternative media: (1) a traditional alternative media site, and (2) an alternative media program embedded within a mainstream channel. We engaged in a qualitative content analysis of the program Declassified produced by Epoch Times and circulated via YouTube, and the program Hannity broadcast by Fox News. In particular, we focused on the claims made by the hosts, and the sources that they provided in their reports. We found that the host of the former worked to overcome an alternative journalism credibility gap by engaging in mainstream news mimicry, while the host of the latter largely relied on the credibility that came from being embedded in a mainstream channel. Overall, these findings hold important implications for the construction of credibility through alternative media channels that are increasingly influencing mainstream political discourse.

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