March 05, 2025

This study analyzes the linguistic rhetorical strategies utilized by the German-speaking Lateral thinking movement's alternative media during the COVID-19 pandemic. Employing a critical discourse analysis (CDA) framework, we examine articles from alternative media sources frequently used by the movement's members in comparison with broadsheet and tabloid newspapers, utilizing dictionary-based linguistic analyses with linear mixed models to investigate the emotional tone, health-related language, and scientific terminology used in COVID-19 coverage. Our research reveals that Lateral thinking outlets use more scientific language and exhibit a more negative emotional tone, emphasizing health-related issues more strongly than other media sources. Additionally, a manual content analysis inspected the relationship between articles and cited sources, including their interpretative congruence and originality, uncovering a notable mismatch between sources cited and their representation in Lateral thinking outlets. These findings illuminate alternative media's important role in shaping discourse, especially in critical public health contexts. Our research contributes to a better understanding of how alternative media narratives operate and, in our study, co-opt the language of science. This study underscores the need for adequate science literacy and communication strategies to counteract misinformation and enhance public understanding of complex health issues.