The novelty of the discourse or critical messages or resistance conveyed in publications are of secondary or peripheral importance. Thus the main focus is on commonplace measures such as effective marketing strategies and increased sales as they remain the key measures of success as such, these strategies are little different from those of larger and more mainstream publishers. We argue that independent publishing is merely a new form of competition within the dynamics of capitalism that strategically targets the youth market. Based on participant observation and interviews with key informants, the analysis then critically interrogates the claims made by and on behalf of independent publishers. The chapter begins with a theoretical discussion on the concepts of ‘mainstream’ and ‘alternative’, developing ideas first articulated by theorists of the counterculture and resistance. In a self-proclaimed spirit of freedom and celebrating diversity, those involved in independent publishing aim to provide fresh alternatives to the products already in the market while seeking to revolutionise old ways of publishing along the way. At its core, independent publishing positions itself in opposition to the domination of mainstream publishers and the institutionalisation of language and literature championed by the government agency Dewan Bahasa dan Pustaka. Defining terms such as ‘scene’, ‘cool’, ‘hipster’ and ‘rebel’ have been used by official agencies, the media and scholars seeking to describe this cultural phenomenon. The emergence of a significant number of Malay-language independent publishers in Malaysia in recent years coincided with the spread of ‘alternative’ cultural discourses in relation to music, fashion, activism and lifestyle.

Film ayat ayat cinta di malaysia