NEW MEDIA VERSUS TRADITIONAL MEDIA: POWER DYNAMICS AND THE STRUGGLE FOR CREDIBILITY

Abstract

Traditional print and broadcast media have long adhered to gatekeeping processes that uphold their credibility. However, the rise of new media is reshaping power dynamics and attracting audiences while often bypassing these established editorial controls. This shift raises concerns about whether traditional media can retain its authority on critical societal issues. Grounded in Kurt Lewin’s Gatekeeping Theory (1947), this study examines how the power dynamics influence perceptions of credibility in both new and traditional media. It aims to highlight the impact of new media journalism on the credibility of traditional media, and fact-checking options available to traditional media journalists in the new media age. The study adopts an exploratory research design, involving a comprehensive review of academic literature, online resources, and library materials relevant to the topic. The findings suggest that traditional media maintain their credibility as preferred news sources, but largely among older media audience (baby boomers), while the younger media consumers increasingly prefer online platforms. Additionally, the study highlights a decline in traditional media’s persuasive influence. Agency-specific recommendations were proposed, to integrate traditional and citizen journalism, counter new media disinformation, ensure algorithmic accountability on social media platforms, enhance local monitoring of false information, and institutionalise media literacy programs.