The Resilience of Traditional Media in the Digital Media Age

The rise of social media has transformed the global media landscape, challenging the dominance of traditional media outlets, including newspapers, radio, and television. Social media offers instant access to news, information, and entertainment, making it highly attractive to audiences. However, they are criticised for spreading misinformation and lacking adequate editorial oversight. Contrary to predictions of decline, traditional media have demonstrated resilience by adapting to digital realities, maintaining their credibility, and effectively integrating social media into their operations. Using the Social Construction of Technology framework and Cammaerts’ view of technology as socially and politically mediated, this chapter explores changes in the media and communication sector. Based on a review of literature and reports from Africa and beyond, it argues that both traditional and digital media are not merely technological systems but embedded within political, economic, and cultural institutions that influence their use and adoption. In line with Cammaerts’ emphasis on the mediation of power, meaning, and agency through technology, this chapter highlights the importance of understanding the media landscape beyond deterministic frameworks. It highlights the mutually constitutive relationship between technology, society, and media practice, illustrating how technological developments intersect with social structures, institutional dynamics, and cultural practices to shape contemporary communication.