A shift in media power is reshaping journalism and highlighting innovative communication strategies to engage new generation readers across digital platforms.
In recent years, the relationship between news organizations and the public has undergone significant changes. The rise of multi-platform journalism (platformization), content distribution across multiple channels, and monetization based on content have deeply transformed the way journalism reaches, serves, and retains audiences globally. Social media and influencers now play increasingly prominent roles. These new practices present both challenges and driving forces for regional journalism to accelerate innovation.
A Shift in Power Within The Media Landscape
Many non-traditional media figures can reach audience segments that mainstream journalism has never tapped into before. Some have even been invited to major events and participated in high-level occasions. These realities reflect a clear shift in power within the media landscape.
News organizations and governments increasingly use social media to engage with younger audiences. According to the Reuters Institute for the Study of Journalism’s 2025 report (University of Oxford), around 22% of Americans now access news through social media. In the U.S. (and many other media markets), influencers play a growing role in delivering political messages and policy communications. However, the picture is not uniform. In many countries, influencers oppose the government, citing restrictions on press freedom.
The growth of social media has led to strong audience fragmentation. Mainstream journalism often attracts elite and highly educated audiences, focusing on in-depth analysis of national politics, global hotspots, and high-quality investigative reporting. Meanwhile, social media and influencers tend to attract younger, moderately educated audiences, with formats that blend news, entertainment, and humor. Video platforms such as YouTube® and TikTok® command huge viewer bases.
The diversity of platforms is changing how people consume news. In countries like Indonesia and Brazil, audiences are more inclined to watch videos than read articles. Podcasts (in an increasing variety of formats), short videos, and long-form videos are booming. Video content is popular partly because it features hosts with multiple perspectives, offering personal viewpoints and an interactive, relaxed experience similar to television.
In this region, news publishers face multiple challenges, including shifting audience behaviors and preferences, a declining average age of news consumers, and dependence on algorithms run by tech companies operating social platforms, all of which force constant changes in how news is produced and distributed to maintain reach.
Recent reports from The World Association of News Publishers (WAN-IFRA) and Reuters Institute (Oxford University) show that many newsrooms are incorporating artificial intelligence into news production and distribution. Generative AI is being widely used for tasks such as search, summarizing, fact-checking, and assisting in rapid content creation. However, audiences remain skeptical when AI plays too large a role in creative processes. According to the Reuters Institute, people accept AI for grammar checks and data aggregation but do not trust AI to write articles autonomously without human oversight.
Business Model Transformation and Journalism’s Prospects
Audiences are increasingly avoiding news due to the overwhelming volume of negative content, leaving them feeling powerless and unable to make a difference. The solution for newsrooms and publishers is to complement essential political, social, and global news coverage with constructive, positive stories; to promote multi-perspective reporting that brings hope; and to provide more content on health, lifestyle, and practical life topics.
Amid rapid technological development and profound changes in audience behavior, journalism is entering a period of intense restructuring. Nevertheless, its core values remain unchanged: journalism must continue to provide accurate, trustworthy information; conduct on-the-ground investigation reporting (shoe-leather reporting); and uphold its ability to connect people through stories told with honesty and depth.
To survive and grow in the digital era, journalism requires flexible business models, revenue diversification, and stronger outreach to new audiences. Platforms like Substack demonstrate the potential of independent journalism, where freelance journalists can build loyal readership without relying on traditional newsrooms. Meanwhile, “TikTok journalism” is thriving, driven by young creators who blend information with entertainment to attract younger, less traditional news audiences.
Recommendations for journalism practice in ASEAN
Digital transformation in journalism is no longer a trend. It is a survival imperative. Observing successful models such as The Washington Post, The New York Times, and Financial Times, The Guardian, Straight Times news organizations in the region can draw valuable lessons to adapt to the technological environment and increasingly fragmented audiences. In Vietnam, newspapers like Nhan Dan Newspaper (People Newspaper), VnExpress online or The Borneo Post Online in Sarawak are also good case studies.
First, journalism needs to shift from “bringing journalism to digital platforms” to “doing journalism with a digital mindset.” This is not just publishing articles online, but restructuring production, distribution, and content management processes toward convergence, flexibility, and data-driven operations. Newsrooms should invest in technical infrastructure, modern content management systems (CMS), and AI integration to support summarization, fact-checking, and personalized content recommendations.
Second, journalistic content must be personalized and multi-format. Today’s audiences don’t just want to read. They want to listen (podcasts), watch (short/long videos), interact, and participate in the information-making process. Investment in podcasts, newsletters, mobile-friendly vertical videos, and immersive long-form storytelling (mega stories) is essential.
Third, business models must diversify revenue sources and reduce reliance on traditional advertising. Many major global news outlets including The Washington Post, The Guardian, The Straits Times, and Financial Times have expanded into e-commerce, e-books, republishing/licensing content, and event organization.
Fourth, rebuilding audience trust must be at the heart of every strategy. In an era of fake news, algorithm manipulation, and trust crises, newsrooms must invest heavily in fact-checking, building high-quality content ecosystems, and training journalists in ethics–technology–data. Journalists must maintain their role as authentic, in-depth information gatekeepers, rather than chasing sensationalism.
The core lesson is that quality journalism can only survive by preserving public trust, adapting to technology, and continuously innovating to serve an increasingly diverse and complex society. But this lesson extends beyond newsrooms. To align effectively, general businesses should embrace a data-driven approach that allows them to understand audience behaviors across multiple platforms. Rather than relying solely on traditional advertising, companies need to have a clear social media strategy. Based on their business’ characteristic, they can invest in branded content, influencer collaborations, and storytelling that reflects authenticity and social responsibility. Integrating AI and digital tools can help personalize communication while maintaining transparency and trust. Moreover, businesses should diversify their media presence, from podcasts and short-form videos to immersive formats, to meet audiences where they are most active. Ultimately, aligning strategies with media trends means shifting from one-way communication to interactive engagement and community building.