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Both academic and public discussions perceive countermedia as separate and distinct from the established, professionally produced journalist media outlets. We argue that the studied outlets are an integral part of the hybrid media environment. Our data show countermedia mainly remediate content initially published by professional Finnish media. We also suggest that media references are used strategically to explicate a relationship with mainstream media, as there are different ways of remediating the mainstream media content. This evidence contributes to the growing body of work criticising the usage of the \u2018fake media\u2019 concept and attempts to create a more nuanced understanding of countermedia\u2019s role in its contexts. Furthermore, we suggest remediation as a lens may help scholars understand the integrated hybrid media environment.<\/jats:p>","DOI":"10.1177\/1461444821992701","type":"journal-article","created":{"date-parts":[[2021,2,26]],"date-time":"2021-02-26T00:36:11Z","timestamp":1614299771000},"page":"2127-2152","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":26,"title":["Remediation in the hybrid media environment: Understanding countermedia in context"],"prefix":"10.1177","volume":"24","author":[{"given":"Pihla","family":"Toivanen","sequence":"first","affiliation":[{"name":"Aalto University, Finland; University of Helsinki, Finland"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9867-692X","authenticated-orcid":false,"given":"Matti","family":"Nelimarkka","sequence":"additional","affiliation":[{"name":"University of Helsinki, Finland; Aalto University, Finland"}]},{"given":"Katja","family":"Valaskivi","sequence":"additional","affiliation":[{"name":"University of Helsinki, Finland"}]}],"member":"179","published-online":{"date-parts":[[2021,2,25]]},"reference":[{"key":"bibr1-1461444821992701","doi-asserted-by":"publisher","DOI":"10.1257\/jep.31.2.211"},{"key":"bibr2-1461444821992701","volume-title":"A Trumpet to Arms: Alternative Media in America","author":"Armstrong D","year":"1981"},{"key":"bibr3-1461444821992701","unstructured":"Ballinger DR (2011) Conspiratoria \u2013 The Internet and the Logic of Conspiracy Theory. 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