The Convergence of Television Broadcasting and Social Media: Reconstructing the Mass Communication Model in Indonesia's Digital Platform Era

Emil  Fatra; Rusli Rusli; Thiara Tri Funny  Manguma; Kurniawan Kurniawan

doi:10.71435/741604

Authors

Emil Fatra Department of Communication Science, Faculty of Social Technology and Business, Universitas Almarisah Madani
Rusli Department of Communication Science, Faculty of Social Technology and Business, Universitas Almarisah Madani
Thiara Tri Funny Manguma Department of Informatika, Faculty of Sosial and Busines, Universitas Almarisah madani
Kurniawan Department Business Law, Faculty of Law, Ichsan Sidenreng Rappang University

DOI:

https://doi.org/10.71435/741604

Keywords:

Media Convergence, Television Broadcasting, Social Media, Mass Communication, Digital Platforms

Abstract

This study aims to analyze the convergence of television broadcasting and social media and to reconstruct the mass communication model in Indonesia's digital platform era. The rapid development of digital technology has transformed the broadcasting system, particularly in terms of content distribution, production processes, gatekeeping mechanisms, and the role of audiences in mass communication.

This study employs a qualitative approach using a multiple case study design. Data were collected through in-depth interviews, non-participant observation, and document analysis. Informants were selected using purposive sampling and included media executives, journalists, social media managers, communication scholars, regulators, and digital media practitioners. Data were analyzed using thematic analysis through the stages of data reduction, coding, theme development, interpretation, and conclusion drawing. The trustworthiness of the findings was ensured through source triangulation and methodological triangulation.

The findings reveal four major themes. First, broadcasting institutions have adopted multiplatform strategies by utilizing various social media platforms to expand information distribution. Second, news production has evolved toward integrated newsroom systems designed to meet the demands of digital audiences. Third, the gatekeeping process has shifted from being primarily editorial-driven to a hybrid model combining editorial judgment with digital platform algorithms. Fourth, audiences have transformed from passive recipients of information into prosumers who actively produce, share, and interpret media content. The study concludes that the convergence of television broadcasting and social media has reconstructed the mass communication model into one that is more integrated, interactive, participatory, and audience-centered within Indonesia's digital media ecosystem.

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