Inside Digital “Media”: The Role and Ethics of Communicators in Shaping Social Reality

July 18: Today, media has become a powerful force in “truth-making.” Understanding media, engaging with it critically, and using it ethically are therefore essential, as everyone now plays the dual role of content creator and consumer. As information spreads at the touch of a finger, the world is changing at an unprecedented pace. In the digital age, media is no longer merely a channel or intermediary for communication. It has become a powerful tool for shaping reality and influencing how people perceive and understand the world around them. 

Dr. Chanettee Tinnam, a lecturer in the Department of Mass Communication at Chulalongkorn University’s Faculty of Communication Arts, shared key insights into understanding media in the digital age - from the growing influence of influencers and effective communication across generations to the ethical responsibilities of modern communicators. Together, these perspectives encourage us to engage with media critically and ethically, recognizing the role each of us plays in shaping the realities we share.

When people hear the word “media,” many tend to think of it as a channel or intermediary through which information is transmitted from a sender to a receiver. However, according to Dr. Chanettee, media carries a much deeper significance.  

“Today, media is not merely a storyteller but a co-creator of social reality.” 

Dr. Chanettee explained that the evolution of media can be divided into three distinct eras, each with different levels of influence and roles within society:  

Each type of media has distinct characteristics and plays a unique role in society. Dr. Chanettee explained the key strengths of each medium as follows:  

• Print Media  The primary strengths of print media are its credibility and careful editorial review process. Although it may be slower due to the need for thorough fact-checking and content vetting, print media is particularly well suited for in-depth analysis and detailed explanations. 
• Television  Television’s strength lies in its ability to communicate through both visuals and sound. It is especially effective for news reporting, live event coverage, and generating emotional engagement among audiences. Its limitations include relatively high production costs and a communication model that is largely one-to-many.  
• Online Media  Online media excels in speed, interactivity, and personalization. However, because online content is not always subject to rigorous review, it is also more vulnerable to fake news. 

Today, the rise of “influencers” across social media platforms and online channels has become a major force reshaping the media landscape. According to Dr. Chanettee, influencers are now media entities in their own right because they possess all the fundamental elements of communication: a sender, content, and an audience .  

“A single influencer can drive a product to sell out within 24 hours or damage a brand’s reputation overnight. This is because they possess something that traditional media often lacks, which are “an emotional connection” with “their followers.” As a result, in many situations, influencers wield greater influence over audiences than traditional media. It can also be expected that influencers will become an even more powerful form of media than mainstream media in the future. 

One of the greatest challenges facing communicators today is delivering messages that resonate with people across different age groups. The key lies in making the audience “feel that the issue is relevant to them.” Dr. Chanettee outlines the communication preferences and media consumption patterns of different generations as follows: 

Gen X and Baby Boomers 

• Platforms: Television, LINE, Facebook 
• Communication methods: Clear, reliable, and backed up with sources 

Gen Y 

• Platforms: YouTube, Facebook 
• Communication methods: Logically explained and relatable 

Gen Z 

• Platforms: TikTok, Instagram 
• Communication methods: Short and concise, with genuine storytelling  

In an era where everyone can become a media creator and communicate anytime, anywhere, ethical communication is more important than ever. It helps ensure that communication is purposeful, constructive, and socially responsible. Dr. Chanettee outlines six key “ethical principles” for communication in the digital age:  

Universities must evolve to keep pace with the emerging challenges of a new educational landscape. According to Dr. Chanettee, Chulalongkorn University should no longer be viewed merely as “a producer of graduates” but rather as “a creator of a knowledge ecosystem.”  

“The role of the university is to cultivate ‘communicators who can think critically and lead society in the right direction,’ not simply individuals who know how to produce content. Universities should also serve as testing grounds for new forms of media, such as immersive media and AI journalism. At the same time, they should function as centers for fact-checking and as trusted sources of knowledge across all disciplines.”  

The greatest challenge is designing teaching methods to compete with both the physical and virtual worlds. Learning materials must be structured so that students can learn not only in the classroom but also through social media while using AI as a tool to enhance learning. Also, universities and educators must continually rethink their teaching approaches to keep pace with a rapidly changing world without compromising the quality of education. 

“Universities must move away from the mindset that they are the only source of knowledge. Instead, they should see themselves as institutions that cultivate ways of thinking, with AI serving as a tool, not the final answer to communication,” Dr. Chanettee added.  

In closing, Dr. Chanettee emphasized that in today’s world and the future, media is no longer merely a tool or channel for transmitting information. Rather, it is a powerful mechanism for shaping identities and the perception of people in society. Amid the overwhelming flow of information and the advancement of AI technologies that are transforming the world, a firm commitment to media ethics and social responsibility will serve as the essential compass for the next generation of communicators. By adhering to these principles, they will not only be capable of producing “content” but also of guiding society toward a more truthful, just, and sustainable future.