This research examines the competing narratives about the role and function of the White Helmets, a humanitarian response organization working within civil war-torn Syria. We explore how narratives are constructed, shaped, and propagated through social media and the surrounding web. Using a mixed-method approach based on seed data collected from Twitter, and then extending out to the websites cited in that data, we examine content sharing practices across distinct media domains that participated in this conversation—articulating an alternative media (and, to a lesser extent, a mainstream media) “echo-system” of websites that repeatedly share content about this topic. Among other findings, our work reveals a small set of websites and authors generating content that is spread across diverse sites, drawing audiences from distinct communities into a shared narrative. Importantly, these websites exhibit open policies and lenient practices toward content sharing that encourage reuse of content. This analysis also reveals the integration of government-funded media and geopolitical think tanks as source content for anti-White Helmets narratives. More broadly, the analysis demonstrates the role of alternative “newswire” services in providing content for alternative media websites. Though additional study is needed to understand these patterns over time and across topics, this paper provides insight into the dynamics of this multi-layered media ecosystem.