Internet has created a new space for communication forming unique mechanisms to create and transmit information. One of these forms are alternative media that allow users to create their own reports on current issues available to other readers. Alternative media are a new public platform that impacts on solving existing problems and forms public opinion. As a result, they become important translators of public sentiment and can play significant role in election campaigns. The article discusses possibility of alternative media to influence public opinion during presidential elections in Republic of Korea.