Analysing The Impact of Mainstream Mass Media on Conventional Media


Photo credits to Cedric Sarlette

Photo credits to Stefan Bucher

Photo credits to Stefan Bucher

To my understanding, the last time I ever saw a man (yes, stereotyping) carrying or rushing to buy a newspaper early morning has been ages. About ten years back, when I was still in school, I vividly remember how my dad would stop at the shop and get his News Strait Times or STAR’s, typical printed broadsheets, before moving on to his errands. Personally it was not only my dad, but from what I noticed most middle aged men, especially the married- family ones, used to have their newspapers in their hand at all times. All times, as in, if there were five minutes to be spared in between their activities, they would rather reach out for their stash and do some reading. It was as though watching the news on television and hearing it on the radio was not even close to what they got out of a newspaper. However recent times prove otherwise. Gone are the days where families use to cater for newspaper delivery and every home would have at least one publication they are fond of. Based on several distribution charts between the year 2000- 2013, the displays also provide the drastic drop in conventional styled newspapers. According to Domingo and Heinonen, the presence of new media and the Internet has definitely posed a  grave challenge to conventional printed newspapers. (Salman, A. Ibrahim, F. 2011)

The Internet, which definitely is known as the new global platform, not only affects the sales and distribution levels for printed newspapers but is said too also affect the method to how news is delivered to its audience. In 2001, Garrison explains how ever since 1999, almost 90% of daily newspapers in the United States have been actively using online technologies to search for articles and most of them also create their own news websites to reach new markets (Salman, A. Ibrahim, F. 2011). Society which used to be only on the receiving end are now torn between multiple roles; which involves them being producers, users or both together- produsers. (Bruns, 2007) At this rate, news outlet are downright finding it hard to keep their gate-keeping standards since there is demand for interactive content produced by audience themselves. (Salman, A. Ibrahim, F. 2011)

This journal which originates from a few qualified authors, namely Ali Salman, Faridah Ibrahim, Mohd. Yusof Hj. Abdullah, Normah Mustaffa and Maizatul Haizan Mahbob, revolves mainly around the Malaysian newspaper industries vis-a-vis the new media and their research on how the conventional and mainstream mass media can co-exist. In my opinion, their standpoint does differ from another. Their argument which consists of two segments, conceptual and theoretical framework, straight up gathers that old and new media are actually reinforcing each other. Their explanation however seems vague as I personally feel it is more of an opinion-based idea. For instance, “The presence of online newspapers did not destroy the print newspaper. They are reinforcing each other. We argue that the presence of the Internet will not replace newspaper. Radio did not replace newspaper, and neither did television replace radio. The form of newspaper may change, but not the newspaper per se. The layout may change, but the content will still be in the form of news.” (Salman, A. Ibrahim, F. 2011)

This research paper which was funded by the University Kebangsaan Malaysia ( The National University of Malaysia) involved five educators in the Malaysian system of education. Starting with Dr. Ali Salman, he was actually the senior lecturer to the School of Media and Communication Studies in UKM. His current area of interest non-suprisingly includes digital inclusion and beyond the digital divide, and factors affecting technology acceptance and sustainability. He was one of those who has published his works on the impact of the Internet on society ranging from developmental impact, user studies, to politics and democracy. (Salman, A. Ibrahim, F. 2011) The next author involved with this study also involves Dr. Faridah Ibrahim who is an Associate Professor in Journalism at the same school. Her area of research covers specially on journalism, media ethics and language, and media management. Another author to this research would also be Dr. Mohd Yusof Abdullah who is similarly from the same school as the other two. He is basically a senior lecturer of Head of Communication and Public Policy Programme and usually prefers researching  areas of new media, ICT and Development Communication. And the last two authors joining the rest would be Dr. Normah Mustaffa who primarily focuses on journalism, visual communication and new media while Maizatul Haizan Mahbob is an average lecturer from the same institution, just like the rest.

Salman, A. Ibrahim, F. Abdullah, M. Y. H. Mustaffa, N. Mahbob, M. H. 2011, The Impact of New Media on Traditional Mainstream Media, The Innovation Journal: The Public Sector Innovation Journal, Vol. 16(3), accessed on 26 April 2015,
2013, Daily Newspaper Circulation Trends 2000-2013 Canada, United States, and United Kingdom, Tribune Media Services, acceesed on 26 April 2015,
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One thought on “Analysing The Impact of Mainstream Mass Media on Conventional Media

  1. I can’t agree more Angela! I can’t even remember when i saw both my mum and dad reading the printed newspaper. I quite often see them, using their smartphones to read their daily dose of news from either Facebook or other news applications provided. I would allow myself to think, it is probably faster for people on the go. I travel using the KTM on a daily basis, and upon observation patrons are actually reading some sort of news source online. Adding on, the argument that online newspaper would destroy print newspaper, in my opinion, people find it easier to read an online newspaper on those electronic gadget screens than to hold those large newspapers in hand that could sometimes be very uncomfortable. However, that does not mean, the newspaper is being replaced with something else. It is there, just in another form more convenient to the public.

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