This paper is an attempt to unpack the "alternativeness' of Sputnik Czech Republic, an online news-opinion portal that targets the Czech-speaking audience. The overarching principle used in the analysis is prominence, a concept used in the corpus linguistic method of keyword analysis. The use of Multi-level Discourse Prominence Analysis (MLDPA), which combines quantitative data and concepts from critical discourse analysis and cognitive linguistics, expands the applicability of prominence beyond the lexicon to multiple levels of language and informs of the overarching rhetoric and ideology in a text. The centerpiece of MLDPA is "keymorph analysis," which applies the cognitive linguistic notion of morphemes as meaning-bearing units (Janda 1993; Janda and Clancy, The case book for Czech. Slavica, Bloomington, IN, 2006) to the existing corpus linguistic method of keyword analysis. MLDPA helps identify and objectivize the ideological content of news in media that creates the impression of objective and well-balanced news.