Trust In Traditional Media Remains High Amid Changing Digital Landscape - Fahmi

KUALA LUMPUR, March 30 (Bernama) -- The level of public trust in traditional media, such as television, radio and newspapers, remains high despite most of them obtaining initial information via social media applications, according to a study by the Malaysian Communications and Multimedia Commission (MCMC).

Communications Minister Datuk Fahmi Fadzil said the study found that 87 to 90 per cent of Malaysians aged between 18 and 35 obtained initial information on certain issues via platforms such as WhatsApp, TikTok and Facebook.

"But the level of trust in information from these platforms is low, at around 40 to 50 per cent only. Unlike television, radio and newspapers - although they rarely read - but when they come across, listen to and watch something, the level of trust is very high,” he said.

He said this as a guest on Radio Televisyen Malaysia's (RTM) Bicara Naratif programme titled “Penyiaran Era Digital: Kewibawan Media Dalam Landskap Baharu” (Broadcasting in the Digital Era: Media Credibility in a New Landscape) tonight.

According to Fahmi, the findings reflect a paradox in the current media landscape, where people can easily access information via smartphones, yet at the same time have greater trust in content from mainstream media. 

As such, Fahmi said the media in Malaysia now face increasingly complex challenges in adapting to changes in the news cycle, particularly in an era of rapid information dissemination. 

"Previously, people would wait for specific times, such as the 8 pm prime time news bulletin, to get updates. Now, there are news flashes, and information can be delivered instantly at any time,” he said.

According to him, the viral content phenomenon has also piled pressure on media organisations to strike a balance between speed and accuracy.

"This concept of 'viral’ content is one of the most feared by the media. If the viral content is positive, it's not a problem. But if it isn't, it can have a harmful effect on society,” he said.

In that context, Fahmi emphasised that adherence to journalistic ethics is the main factor distinguishing media organisations from content produced by the public.

"In a situation of information overload and the emergence of technologies such as artificial intelligence (AI), journalistic ethics must continue to be the core to ensuring that the information delivered is authentic and trustworthy,” he said.

Elaborating, he said society is still in the early stages of exploring AI technology, but expects a shift back towards more authentic and human-centric content in the future.

Meanwhile, Broadcasting director-general Ashwad Ismail said that in an algorithm-driven media landscape, media organisations must refine their strategies by producing more specialised or niche content tailored to audience interests.

He also stressed the need to regulate AI use to prevent its misuse.

"In an era of increasingly advanced technology, people need to continue to be empowered, because whether technology is good or bad depends of those who use it,” he said.

-- BERNAMA