THE NEW MEDIA MONOPOLY: A CASE STUDY OF NEW MEDIA DISRUPTION IN SEEKING THE CONSUMER MARKET OF TRIBUN TIMUR AND HARIAN FAJAR READERS IN MAKASSAR CITY
The revolution in the field of science and technology has made the mass media have such a broad spectrum, reaching all regions, and layers of society with massive intensity. The role of media as social control is also evident. Print media is able to absorb thousands of workers, an industry that provides information consumption to the public, and is one of the pillars of democracy in a country. However, the greatness of the print media gradually began to be rivaled by increasingly sophisticated electronic media. This article aims to find out how New Media in capturing the consumer market for the readers of the Harian Fajar & Tribun Timur newspapers in Makassar City. This study uses a qualitative-exploratory method with a comparative case study approach to answering the steps of Fajar & Tribun Timur Daily in seizing the consumer market for newspaper readers in the era of New Media. The results of this study indicate that Fajar Daily & Tribun Timur Daily do not need a relatively long time to exist in the midst of the current development of online media. Tribun Timur & Fajar Daily have anticipated this by publishing Tribun-Timur.com & Fajar.com, the online version. Mainstream Media Readers of these two print media have partially turned to online news. But at the end of 2019, there was another big change. Facebook and YouTube and Instagram are new references for news and information seekers. This has been exacerbated by the Covid-19 pandemic. So that the transformation of mainstream media such as Tribun Timur & Harin Fajar also needs to transform to social media.
New Media Technology, Era of Media Disruption, Media Strategy, Media Market Competition, Harian Fajar, Harian Tribun Timur.