Media concentration can occur in a variety of ways and for different reasons. Companies can integrate horizontally and vertically or through product diversification and internationalization. Often media concentration is considered to have a detrimental effect upon democratic systems, which vitally depend on a diverse media system, that reflects the whole variety of ideas, viewpoints and opinions that exist in a society and represents a wide range of political and cultural societal groups.
A concentrated media market might not only have a disadvantageous impact upon pluralism and allow media owners a heightened influence on public opinion, but can also enable the large market players to close the market to new entrants, independent producers, or drive out weaker competitors. In this case the result may be a market monopoly or oligopoly, which besides being considered counter-competitive in the media market also produces social costs.
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Regarding the dimension of their financial and human resources commercial media companies are at any rate much more powerful players than their independent counterparts. Still those reply with an extreme multiplicity and diversity. Today thousands of newsgroups, mailing-list and e-zines covering a wide range of issues from the environment to politics, social and human rights, culture, art and democracy are run by alternative groups.
Moreover independent content provider have started to use digital media for communication, information and co-ordination long before they were discovered by corporate interest. They regularly use the Internet and other networks to further public discourse and put up civic resistance. And in many cases are very successful with their work, as initiatives like widerst@ndMUND's (AT) co-ordination of the critics of the participation of the Freedom Party in the Austrian government via mailing-lists, an online-magazine and discussion forums, show.
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