Public Trust, Not Virality, Will Determine The Future Of Media

PUTRAJAYA, June 16 (Bernama) -- The future of the media will not be determined by those who produce content fastest, but by those most trusted by society to deliver the truth.

Malaysian Communications and Multimedia Commission (MCMC) member Prof Dr Mohamad Salmi Mohd Sohod said in an era marked by an explosion of information and intense competition for audience attention, media organisations must balance speed and responsibility to ensure factual accuracy.

“Virality is temporary, but trust is built over the long term. Today, society does not lack news. Instead, what is becoming increasingly valuable is information that can be trusted,” he said in his closing remarks at an industry dialogue and media forum themed 'Balancing Virality and Responsibility: Journalism Amid Speed, Trust and Impact' here today.

Mohamad Salmi said developments in digital technology, the attention economy, and the growing use of artificial intelligence (AI) have transformed how news is produced, distributed, and consumed, creating new challenges for the journalism profession.

He said that although technology offers benefits, including improving efficiency in content production and data analysis, core journalistic principles such as accuracy, balance, integrity, and accountability must be upheld.

“The question is not whether AI will be used or not, but how this technology is leveraged responsibly without sacrificing ethical values and journalistic integrity,” he said.

Mohamad Salmi added that studies have shown that individuals aged 18 to 40 still regard mainstream media as a more accurate source of information, although they are more likely to get news through social media due to peer influence and digital content creators.

He said technologies, including AI, should be leveraged to deliver credible information, especially to younger audiences, who are the primary targets in efforts to curb misinformation.

Mohamad Salmi said MCMC would continue to facilitate the communications and media industry through various initiatives, including efforts to strengthen media literacy and online safety.

Malaysian Press Institute (MPI) president Datuk Yong Soo Heong said media organisations must resist the temptation of sensationalism and instead focus on safeguarding facts and public trust.

He said while attention has become a valuable commodity in the digital era, media organisations should remain committed to educating the public, verifying information, and combating misinformation.

“Verification takes time and we cannot compete with anonymous accounts spreading half-truths. Our duty is to educate, verify, and stand firm against misinformation,” he said.

Yong said that information has become a powerful tool that shapes how people think, vote, and act, making it imperative for journalism to continue serving as a pillar of democracy by holding governments accountable and responsibly informing citizens.

“The future lies in combining technological sophistication with human wisdom,” he said.

Looking ahead to 2030, Yong said the industry should work towards building a resilient, innovative, and trusted media ecosystem by upholding the highest ethical standards while ensuring digital platforms are held accountable for harmful content.

He said the strength of the media should not be measured by the number of shares or views it generates, but by the level of trust society places in it.

-- BERNAMA