The Adaptation of Media Outlets toward Business Survival and Social Role: Case Studies of Online Media Organizations

Abstract

This research aimed to study the adaptation of online media outlets by focusing on four main dimensions, which are organization, business, working process and social role. The findings of this research were beneficial to online media organizations in Thailand for the adaptation in business survival goals. The research methodologies of this study were composed of (1) content analysis (2) interview and (3) action research. A sampling group of online media organizations in this study should be digital native newsroom. Therefore, there were six online media organizations for this study; E-Jan, The Standard, The Matter, Prachathai, Isara and Thai Publica. The results indicated that 1) Most online media organizations have adapted themselves in the business execution by simplifying their organization structures, developing their own unique styles of news reporting in terms of content and presentation. To be specific, these online media organizations have customized news presentation that serve the specific interests of their audiences by using various media platforms. 2) Most online media organizations have categorized news topics in general subjects. Only main and significant news subjects that align with online media organizations’ image, will be focused. Other news subjects will be reported by using the secondary news sources. Mostly, the success of news reporting will be measured by the change or the perception of people in the society rather than a quantitative measurement. 3) Most online media organizations still retrieve revenue from the sponsors and advertisements; however, nowadays there are various sources of revenue; for example, product and service selling, fundraising and donation and 4) all online media organizations of this study agree that the sustainable business survival is to have a standard ethical responsibility in their roles as a journalist. In reference to these significant findings, the authors will use them as references in developing the guidance for the online media organization adaptation, focusing on 4 topics, which are 1) content creation and customization for specific groups of audience 2) audience interaction for relationship management 3) more transmedia usage to reach more audiences and 4) credibility and trust management for the business sustainability.