The Impact of New Media on Traditional Mainstream Mass Media新媒体对传统主流媒体的冲击.pdfVIP

The Innovation Journal: The Public Sector Innovation Journal, Vol. 16(3), 2011, article 7 The Impact of New Media on Traditional Mainstream Mass Media Ali Salman Faridah Ibrahim Mohd Yusof Hj.Abdullah Normah Mustaffa Maizatul Haizan Mahbob School of Media and Communication Studies Faculty of Social Sciences and Humanities Universiti Kebangsaan Malaysia 43600. Bangi Selangor MALAYSIA The Innovation Journal: The Public Sector Innovation Journal, Vol. 16(3), 2011, article 7 The Impact of New Media on Traditional Mainstream Mass Media Ali Salman, Faridah Ibrahim, Mohd Yusof Hj.Abdullah, Normah Mustaffa Maizatul Haizan Mahbob ABSTRACT The advent of new media has posed a challenge to conventional media. Their effect, for example, is felt on the circulation of print newspapers, especially in the USA. However in Malaysia, the effect of the new media on conventional media is still manageable. Malaysian newspapers still attract advertising dollars even with the presence of online newspapers. The two reinforce each other. Thus, in this paper, we argue that the presence of the Internet will not replace newspapers, just as radio did not replace newspapers and television. This paper will look at the present situation of conventional media, especially print newspapers vis-à-vis. the new media in Malaysia. We believe that the layout of newspapers here may change, but the content is still in the form of news. Even though the conventional media have their own online versions, they have not fully embraced the new technology. Even if there is a drop in circulation, it would be because the younger generation prefer