Ethics, The New Influence In Today’s Media Landscape - CMCF

By Nurul Hanis Izmir

PUTRAJAYA, June 2 (Bernama) -- In a world increasingly driven by virality and popularity, ethics had to become the new influence in media and content creation, said Communications and Multimedia Content Forum of Malaysia (CMCF) chief executive officer Mediha Mahmood.

She stated that ethics could be the new influence because people were looking for organisations, institutions, and individuals they could trust.

"Ethical and responsible content holds long-term value compared to short-lived viral content that may generate likes and views, but not credibility.

"The only real value we can bring in a crowded digital environment is ethics. While virality gives you attention, it does not build a reputation that lasts," she told Bernama on the sidelines of the Media and Nation-building: Ethics, Cyber Protection and Regulatory Framework seminar organised by the Malaysian Press Institute (MPI) here recently.

On the issue of misinformation, Mediha noted that the link between truth and trust had become increasingly fragile, as factual content might not necessarily be shared if audiences did not trust the source.

The best approach, she said, is to build trust through transparency and accountability. As people trust an organisation or institution, they are less likely to believe or spread misinformation about it.

"Creating a culture of trust can help prevent the spread of harmful content, and that trustworthiness is a more effective defence than simply reacting to falsehoods after they have gone viral," she said.

Mediha also dismissed suggestions that journalism was declining due to social media, reaffirming her strong support for the profession, adding that she had always believed journalists played a vital role in revealing what was happening, both locally and globally.

She also disagreed with the notion that journalism is dying in the era of social media, saying that the profession still has an essential role and must adapt to the evolving digital landscape.

"Journalists may need to sharpen their digital skills to reach audiences where they are now online. But journalism can thrive alongside social media," she stressed.

Extending her wishes for National Journalists Day (HAWANA), celebrated every May 29, Mediha said she continued to support the work of all reporters, editors, and journalists.

"I really wish the very best for all media practitioners out there, and I will always support them from behind the scenes," she said.

Sharing his view on public trust, MPI president Datuk Yong Soo Heong said that younger audiences prefer "snackable content", which is short, video-based news, stressing that the industry must adapt its format and delivery to stay relevant.

"There's a perception that Gen Z isn't interested in news, but they are just in different formats. If we attract them now, it may eventually lead them to appreciate long-form, analytical journalism," he said.

Yong added that trust in news also hinges on relatable voices and language, saying that young audiences are more likely to trust content delivered by someone from their generation in a tone they can relate to.

Ultimately, he said that both veteran and younger journalists must work together to blend experience with innovation and build a media ecosystem that is credible, resilient, and forward-looking.

Organised by the Communications Ministry with the Malaysian National News Agency (Bernama) as the implementing agency, HAWANA 2025 will take place from June 13 to 15. The highlight of the event, scheduled for June 14, is expected to be officiated by Prime Minister Datuk Seri Anwar Ibrahim.

HAWANA 2025 featured various events, including a Pantun Festival on May 31, a pre-launch event with strategic partners at Wisma Bernama tomorrow, and a media forum jointly organised by the Malaysian Press Institute (MPI) on June 14.

-- BERNAMA