AMS THEME: YOUTH SESSION- GETTING MEDIA ACTIVE

A. Introduction (7 minutes)
 Welcoming remarks and introduction of the session's objective. Brief introduction of the
moderators, discussant and Youth Speakers.
 Moderator to take charge of session.

B. Panel Discussion (25 minutes)

 Overview of media today and the changes with the advent of technology.
 Relevance of legacy media -do young people consume legacy media.
 What is the youth looking for …What they want?
 What media practitioners can do to create a more inclusive media.

C. Moderator Opens Discussion (10 minutes)

 Open Forum

D. Conclusion (10 minutes)

 Recap of the key points discussed during the session. (By Moderators)
 Session conclusion (By Discussant)
 Call to action and encouragement for attendees to get involved in media engagement
 Final remarks and thanking the attendees for their participation.

Moderator
1. Ms Gesille Sedra B, Chief Business Development Officer, LSPR Communication
and Business Institute, Indonesia
2. Ms Chaerini, Public Relations Officer, TVRI, Indonesia

Discussant
Ms Rury Gaddafi, Projects Officer, ITU, Thailand
Point for Discussion #1:

The media landscape has undergone significant changes with the advent of technology. Here's an
overview of the key developments:

 Digital Transformation: The shift from traditional media formats (such as print newspapers,
radio, and television) to digital platforms has been transformative. The widespread
availability of the internet and the proliferation of smartphones and other digital devices
have revolutionized the way people consume media.
 Online News Consumption: Digital platforms have become primary sources for news
consumption. Many traditional media outlets have established online editions or moved
entirely to digital platforms. Social media platforms also play a significant role in
disseminating news, with users sharing and engaging with news content.
 Rise of Social Media: Social media platforms like Facebook, Twitter, Instagram, and YouTube
have gained immense popularity. They provide individuals and organizations with the ability
to create, share, and interact with various types of content, including news, entertainment,
and user-generated content.
 Citizen Journalism: Technology has enabled ordinary citizens to participate in journalism
through blogging, vlogging, and social media. Citizen journalists can report on events in real-
time, providing alternative perspectives and breaking news faster than traditional media.
 Streaming and On-Demand Content: The rise of streaming services such as Netflix, Amazon
Prime Video, and Hulu has revolutionized the entertainment industry. Consumers can access
a vast library of movies, TV shows, and original content on-demand, without relying on
traditional TV schedules.
 Podcasting: Podcasts have gained significant popularity, offering a wide range of audio
content on various topics. They provide a flexible and convenient way for individuals to
access informative and entertaining content.
 Digital Advertising: The shift towards digital media has transformed advertising. Online
platforms offer targeted advertising based on user behavior, preferences, and
demographics. Advertisers can reach specific audiences more effectively, resulting in
personalized advertising experiences.
 Virtual Reality (VR) and Augmented Reality (AR): These immersive technologies are being
utilized in media and entertainment, enhancing user experiences. VR enables users to
engage with simulated environments, while AR overlays digital information onto the real
world, creating interactive experiences.
 Data-driven Insights: Technology has enabled media companies to gather vast amounts of
data on consumer behavior, preferences, and trends. This data is leveraged to personalize
content recommendations, improve user experiences, and optimize advertising strategies.

Disruption and Challenges: The digital transformation has disrupted traditional media industries.
Many newspapers and magazines have struggled to adapt to online platforms, leading to declining
readership and revenue. Additionally, concerns about misinformation and fake news have become
more prevalent due to the ease of content creation and dissemination on digital platforms.
These are just some of the key changes brought about by technology in the media landscape. The
continuous evolution of technology is likely to shape the media industry further in the coming years.

 Digital Transformation: Technology has revolutionized the media industry by enabling the
digital transformation of content distribution. Traditional forms of media, such as print
newspapers, magazines, and physical media, have been largely replaced or supplemented by
digital platforms. Online news outlets, e-books, streaming services, and social media
platforms have gained prominence.
 Rise of Social Media: Social media platforms like Facebook, Twitter, Instagram, and YouTube
have become major players in the media landscape. They have transformed the way people
consume and interact with news, entertainment, and information. These platforms have
given individuals the power to create and share content, fostering user-generated media
and influencing public discourse.
 Mobile and On-Demand Consumption: The widespread adoption of smartphones and tablets
has led to a surge in mobile media consumption. People now have access to an array of
media content anytime, anywhere. Streaming services like Netflix, Hulu, and Spotify have
revolutionized entertainment consumption, offering on-demand access to movies, TV shows,
and music.
 Fragmentation and Personalization: The digital era has brought about a fragmentation of
media consumption. With numerous platforms and content options available, people have
more choices but also face the challenge of information overload. Personalization
algorithms, powered by artificial intelligence, curate content based on individual
preferences, further customizing the media experience.
 Citizen Journalism and User-Generated Content: Technology has empowered individuals to
become citizen journalists. With smartphones and social media platforms, people can
capture and share news events in real-time, bypassing traditional media gatekeepers. User-
generated content has gained prominence, enabling diverse perspectives and challenging
traditional media narratives.
 Convergence and Cross-Platform Integration: Media convergence is a significant trend, with
various forms of media converging on digital platforms. Traditional broadcasters now offer
online streaming services, newspapers have digital editions, and radio shows are available as
podcasts. Cross-platform integration allows for seamless content consumption across
devices.
 Data-driven Journalism and Personalized Advertising: Technology has enabled data
collection and analysis, leading to data-driven journalism. Journalists can access vast
amounts of information, conduct in-depth research, and present data visualizations to
enhance storytelling. Additionally, personalized advertising has become prevalent, targeting
individuals based on their online behavior and preferences.

Challenges and Concerns: While technology has brought numerous benefits to media, it also poses
challenges. Issues like fake news, misinformation, and the spread of online hate speech have gained
attention. Additionally, concerns regarding privacy, data security, and the concentration of media
power in a few tech giants have emerged as crucial debates.
Point for Discussion #2:

What is a LEGACY MEDIA?

Legacy media refers to traditional forms of media that have been in existence for a significant period
and have established themselves before the advent of digital technologies. It includes mediums such
as newspapers, magazines, radio, and television. These forms of media have typically relied on
physical distribution and broadcast methods to reach their audience.

Legacy media outlets often have a history of journalistic practices and standards, employing
professional journalists, editors, and reporters. They have established workflows and infrastructure
for content creation, production, and distribution. These outlets have traditionally played a vital role
in providing news, information, entertainment, and cultural content to the public.

The term "legacy" is used to distinguish these traditional media forms from the newer digital media
platforms that have emerged with technological advancements. The rise of digital media and the
internet has disrupted the traditional business models of legacy media, challenging their revenue
streams and forcing them to adapt to the changing media landscape. However, many legacy media
organizations have embraced digital technologies and have established their presence online to
remain relevant in the digital age.

Here are some points highlighting the relevance of legacy media:

 Established Credibility: Legacy media outlets often have a long-standing reputation for
journalistic integrity and accuracy. They have a history of employing professional journalists
who adhere to ethical standards and fact-checking practices. This credibility can make legacy
media a trusted source of information for many individuals.
 In-depth Analysis and Investigative Reporting: Legacy media organizations typically have the
resources and expertise to conduct in-depth analysis and investigative journalism. They
often have dedicated teams of reporters and journalists who can devote time and effort to
investigate complex issues, providing comprehensive coverage and uncovering stories that
might not receive as much attention in other forms of media.
 Broad Audience Reach: While digital media platforms have gained popularity, legacy media
still reaches a significant portion of the population, particularly older demographics. Many
people still rely on traditional media sources like newspapers and television for news,
entertainment, and cultural content. Legacy media can reach individuals who may have
limited access to or familiarity with digital platforms.

Do young people consume legacy media?

It's important to note that media consumption habits can vary among young people based on
their preferences, access to technology, and cultural factors. Here are some arguments to
consider:

 Declining Consumption: Younger generations, particularly millennials and Gen Z, tend to

consume media through digital platforms and social media more than traditional forms.
They often prefer online news sources, streaming services, and social media for
entertainment and information, as these platforms offer convenience, interactivity, and
personalized content.
  Digital Natives: Young people are often referred to as digital natives, having grown up in a
highly connected digital era. They are more accustomed to consuming media through digital
channels and may find traditional media formats less engaging or relevant to their interests
and needs.
 Fragmented Media Landscape: The rise of digital platforms and social media has led to a
fragmented media landscape. Young people have a multitude of options and sources to
choose from, including user-generated content, influencers, and niche digital platforms. This
abundance of choices may lead to a decreased reliance on legacy media.
 Social Media Influence: Social media platforms have a significant impact on young people's
media consumption habits. They provide immediate access to news, entertainment, and
peer-generated content. However, it's worth noting that some legacy media outlets have
adapted by establishing a presence on social media platforms, leveraging their brand
recognition to engage with younger audiences.

While young people may consume less legacy media compared to older generations, it's essential to
recognize that media consumption habits can vary among individuals within this demographic. Some
young people may still engage with traditional media sources, particularly if they value the
credibility, in-depth reporting, or specific content offerings of legacy media outlets.

Point for Discussion #3:

The youth have distinct preferences and expectations when it comes to media consumption. Here
are some key factors and desires that the youth often look for in the media:

 Authenticity: Young people value authenticity in media. They want content that feels
genuine, relatable, and free from excessive commercialization or manipulation. They seek
media that reflects their own experiences, identities, and diversity.
 Interactivity and Participation: The youth appreciate media platforms that allow them to
actively engage and participate. They want to interact with content, comment, share their
opinions, and contribute to discussions. Social media platforms and digital spaces that
encourage user-generated content and dialogue are particularly appealing to them.
 Personalization and Customization: Young people seek personalized media experiences.
They want content tailored to their interests and preferences. They appreciate algorithms
that recommend relevant content and platforms that allow them to curate their own media
consumption.
 Variety and Diversity: The youth value media that offers a wide range of content choices.
They want access to diverse perspectives, experiences, and cultures. They appreciate
platforms that showcase different voices and narratives, breaking away from traditional
stereotypes and promoting inclusivity.
 Timeliness and Immediacy: Young people are accustomed to real-time information and
instant gratification. They expect media to be timely, providing up-to-date news, trends, and
entertainment. They appreciate platforms that offer immediate access to content, such as
streaming services and social media platforms.
 Entertainment and Engagement: The youth seek media that is entertaining, engaging, and
visually appealing. They appreciate content that combines elements of storytelling,
 creativity, humor, and visual aesthetics. Platforms that provide interactive and immersive
experiences, such as gaming or virtual reality, also capture their interest.
 Social and Community Connection: Young people value media platforms that foster social
connections and facilitate community engagement. They seek opportunities to connect with
like-minded individuals, share their interests, and participate in online communities. Social
media platforms, messaging apps, and online forums play a crucial role in fulfilling these
desires.

It's important to note that preferences can vary among individuals within the youth demographic,
and cultural, social, and regional factors can influence their media consumption desires. Therefore,
media organizations and platforms need to continually adapt to meet the evolving needs and
expectations of the youth audience.

What is the current media consumption of the youth in Indonesia?

Here are some key aspects of the media consumption of Indonesian youth:

 Mobile and Internet: The widespread availability of smartphones and affordable data plans
has resulted in a substantial increase in mobile and internet usage among Indonesian youth.
They rely heavily on mobile devices to access a wide range of digital content, including social
media, messaging apps, streaming platforms, and online news sources.
 Social Media: Social media platforms like Instagram, YouTube, and TikTok have gained
immense popularity among Indonesian youth. They use these platforms for socializing,
content creation, entertainment, and staying updated on the latest trends and news.
Influencer culture has also grown significantly, with young people following and engaging
with their favorite content creators.
 Streaming Services: Streaming services, both local and international, have gained traction
among Indonesian youth. Platforms like YouTube, Netflix, and iflix offer a variety of
entertainment content, including movies, TV series, and original productions. Music
streaming services like Spotify, Joox, and Apple Music are also popular for accessing music
on-demand.
 Online News and Information: Indonesian youth increasingly rely on digital platforms for
news and information. Online news outlets, news aggregators, and social media provide
them with instant access to local and global news. However, it's important to note that the
credibility and reliability of news sources can vary, and issues related to misinformation and
fake news exist.
 Gaming: Gaming is a significant part of media consumption for Indonesian youth. Mobile
gaming, particularly on smartphones, is highly popular. Multiplayer online games, such as
Free Fire and Mobile Legends, have gained massive followings, and esports events attract
large audiences.
 Television and Radio: While traditional media like television and radio continue to play a role
in media consumption, their prominence among Indonesian youth has diminished compared
to digital platforms. Television viewership has declined, with many young people opting for
online streaming platforms for entertainment content. However, terrestrial television
channels and radio stations still cater to specific interests and demographics.
Local Content and Representation: Indonesian youth appreciate media that reflects their local
culture, language, and experiences. They seek content that showcases Indonesian stories, traditions,
and values. Representation of diverse voices and identities within Indonesian society is also
important to them.

Engaging and Interactive Content: Indonesian youth are drawn to media that is engaging, interactive,
and immersive. They enjoy content that allows them to actively participate, such as quizzes, polls,
challenges, or interactive storytelling formats. They appreciate platforms that offer opportunities for
user-generated content and social interaction.

Entertainment and Pop Culture: Indonesian youth have a strong interest in entertainment and pop
culture. They seek media that provides access to the latest movies, TV shows, music, and celebrity
news. They enjoy content that combines elements of humor, creativity, and visual appeal.

Social Media Integration: Social media plays a central role in the lives of Indonesian youth. They
appreciate media platforms that seamlessly integrate with social media, allowing them to share,
comment, and engage with content. Features like live streaming, short-form videos, and interactive
filters are popular among Indonesian youth.

Educational and Informative Content: Indonesian youth value media that offers educational and
informative content. They seek platforms that provide access to diverse learning opportunities, such
as online courses, tutorials, and informative articles. Content that helps them develop new skills,
stay informed about current events, and broaden their knowledge base is highly valued.

Personalization and Customization: Like youth elsewhere, Indonesian youth appreciate personalized
media experiences. They seek platforms that recommend content based on their interests,
preferences, and browsing history. They enjoy the ability to curate their own media consumption
and have control over the content they engage with.

Social and Community Connection: Indonesian youth value media platforms that foster social
connections and community engagement. They seek opportunities to connect with peers who share
similar interests and passions. Online communities, forums, and social media groups that allow them
to engage in discussions, share experiences, and collaborate are highly appealing.

It's important to note that individual preferences may vary among Indonesian youth, and cultural,
regional, and socioeconomic factors can influence their specific interests. Media organizations and
platforms that cater to the diverse needs and desires of Indonesian youth have the potential to gain
a significant following and engagement.

What does Indonesian youth want in media that satisfies their interest?

Indonesian youth have specific preferences and desires when it comes to media that satisfies their
interests. Here are some factors that Indonesian youth often look for:
  Local Content and Representation: Indonesian youth appreciate media that reflects their
local culture, language, and experiences. They seek content that showcases Indonesian
stories, traditions, and values. Representation of diverse voices and identities within
Indonesian society is also important to them.
 Engaging and Interactive Content: Indonesian youth are drawn to media that is engaging,
interactive, and immersive. They enjoy content that allows them to actively participate, such
as quizzes, polls, challenges, or interactive storytelling formats. They appreciate platforms
that offer opportunities for user-generated content and social interaction.
 Entertainment and Pop Culture: Indonesian youth have a strong interest in entertainment
and pop culture. They seek media that provides access to the latest movies, TV shows,
music, and celebrity news. They enjoy content that combines elements of humor, creativity,
and visual appeal.
 Social Media Integration: Social media plays a central role in the lives of Indonesian youth.
They appreciate media platforms that seamlessly integrate with social media, allowing them
to share, comment, and engage with content. Features like live streaming, short-form
videos, and interactive filters are popular among Indonesian youth.
 Educational and Informative Content: Indonesian youth value media that offers educational
and informative content. They seek platforms that provide access to diverse learning
opportunities, such as online courses, tutorials, and informative articles. Content that helps
them develop new skills, stay informed about current events, and broaden their knowledge
base is highly valued.
 Personalization and Customization: Like youth elsewhere, Indonesian youth appreciate
personalized media experiences. They seek platforms that recommend content based on
their interests, preferences, and browsing history. They enjoy the ability to curate their own
media consumption and have control over the content they engage with.
 Social and Community Connection: Indonesian youth value media platforms that foster
social connections and community engagement. They seek opportunities to connect with
peers who share similar interests and passions. Online communities, forums, and social
media groups that allow them to engage in discussions, share experiences, and collaborate
are highly appealing.

It's important to note that individual preferences may vary among Indonesian youth, and cultural,
regional, and socioeconomic factors can influence their specific interests. Media organizations and
platforms that cater to the diverse needs and desires of Indonesian youth have the potential to gain
a significant following and engagement.
Point for Discussion #4:

What media practitioners can do to create a more inclusive media that caters the need of the
youth?

Media practitioners play a crucial role in creating a more inclusive media landscape that caters to the
needs of the youth. Here are some actions they can take:

 Representation and Diversity: Media practitioners should strive to include diverse voices,
perspectives, and identities in their content. This includes representing various ethnicities,
genders, abilities, sexual orientations, and socioeconomic backgrounds. By showcasing a
range of experiences, media can be more relatable and inclusive for the youth.
 Collaborate with Youth: Media practitioners can actively involve young people in the content
creation process. This can be done through partnerships, collaborations, or engaging youth
as content creators themselves. By including youth in decision-making and content
production, media can better understand and reflect their interests and concerns.
 Authenticity and Relatability: Media practitioners should focus on creating content that feels
authentic and relatable to the youth. This involves avoiding stereotypes and generalizations,
and instead highlighting real experiences and diverse narratives. Authenticity resonates with
the youth and helps build trust and engagement.
 Listen and Respond: Media practitioners should actively listen to the needs, feedback, and
suggestions of the youth. This can be done through surveys, focus groups, social media
engagement, or other forms of direct communication. By understanding their preferences
and concerns, media practitioners can better tailor their content to meet the needs of the
youth.
 Digital and Mobile Accessibility: Given the strong presence of digital media in the lives of
young people, media practitioners should ensure their content is accessible across various
digital platforms and devices. They should optimize content for mobile viewing and consider
the needs of those with limited internet access or low-bandwidth connections.
 Educational and Informative Content: Media practitioners can provide educational and
informative content that caters to the interests and needs of the youth. This can include
content that promotes critical thinking, digital literacy, mental health awareness, career
guidance, and personal development.
 Address Social Issues: Media practitioners have the power to address social issues that are
important to the youth. By raising awareness and promoting discussion around topics such
as social justice, environmental sustainability, mental health, and equality, media can
contribute to positive social change and empower young people to take action.
 Foster Positive Online Spaces: Media practitioners should actively foster positive and safe
online spaces for youth engagement. This involves moderating comments and discussions to
prevent harassment or hate speech, and promoting respectful dialogue. Media organizations
can establish community guidelines and enforce them consistently.

By taking these steps, media practitioners can create a more inclusive and youth-centric media
environment that respects and meets the needs of young people. The active involvement and
collaboration with youth can ensure that their voices are heard and their perspectives are
represented in the media landscape.
 Links to read:
 https://www.thedailystar.net/shout/news/traditional-media-catering-the-youth-2958366
 https://www.forbes.com/sites/petersuciu/2022/07/22/teens-increasing-rely-on-social-
media-for-newsbut-they-dont-trust-it/?sh=3a18de7719ff
 https://reutersinstitute.politics.ox.ac.uk/our-research/how-young-people-consume-news-
and-implications-mainstream-media
 https://www.bbc.com/news/entertainment-arts-62238307
 https://dbgrinberg.medium.com/why-traditional-media-still-matters-in-todays-digital-age-
f81350674e2f