Journalism today is inseparable from the exponential development of information and communication technologies. In the early stages of digital media, website traffic—boosted through Search Engine Optimization (SEO)—was a key strategy for generating advertising revenue. However, as tech conglomerates like Google dominate algorithmic control, relying on traffic alone is no longer sustainable. Online media outlets are increasingly turning to monetizable platforms such as YouTube and TikTok. This study, grounded in McChesney’s Cyber Media Theory, explores how three local online media in Indonesia—Langgam.id (West Sumatra), Kabarmakassar.com (South Sulawesi), and Beritabali.com (Bali)—adapt to this shift. Using a qualitative approach that combines in-depth interviews, observation, and literature review, data were drawn from newsroom actors including chief editors, marketing staff, and editors, supported by direct observation of reader traffic and monetization patterns. Findings reveal that local media pursue social media primarily for alternative income, content distribution, and audience expansion. Despite facing limitations in human resources, equipment, and capital, they adopt innovative approaches, such as utilizing skilled interns and integrating Artificial Intelligence (AI) tools. AI is employed across the entire content production process to reduce time and costs, with content sourced from their websites to maintain journalistic ethics. The use of mirroring strategies helps optimize limited production capacity. While AI facilitates efficiency, it also results in reduced content diversity and reinforces the precarious position of digital media workers. This study highlights how AI-driven convergence reshapes newsroom practices and labor relations, offering critical insights into media survival strategies in the Global South.

Authors:
Irsanti Widuri Asih, Universitas Terbuka, Indonesia
Aryo Subarkah Eddyono, Universitas Bakrie, Indonesia

About the Presenter(s)
Dr. Irsanti Widuri Asih is currently an Associate Professor at the Communication Study Program, the Faculty of Law, Social, and Political Sciences, Universitas Terbuka, Indonesia.

See this presentation on the full schedule – Thursday Schedule

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