Dissertation on Digital Media's Effect on the Decline of Print Media

This dissertation investigates the impact of digital media on the decline of print media. It begins by establishing the historical significance of print media and its role in mass communication before the advent of digital technologies. The research explores how the digital revolution, particularly the rise of digital journalism, Web 2.0, and social media, has reshaped the media landscape. The study uses a qualitative approach with case study analysis, relying on secondary data to test the hypothesis that the increasing usage of digital media is responsible for the decline in print media popularity. Data collection and analysis confirm that the shift towards digitalization and the widespread adoption of digital media platforms have significantly contributed to the challenges faced by print media organizations. The research also addresses the limitations of the study and suggests future research directions, providing a comprehensive overview of the evolving dynamics between digital and print media.

Running head: MEDIA DISSERTATION
Digital Media and Decline of Print Media: News Paper
Name of the Student
Name of the University
Author note

MEDIA DISSERTATION 1
Abstract
At the beginning of the Mass Media and Communication industry, printed-paper was the only
dependable platform. However, from the beginning of the digital technological revolution the
scenario began to change quickly. After the intervention of digital media and incorporation
of web 2.0, the social media also has took the largest space in the field of mass media and
communication leaving a unrecognisable space and opportunity for print media.
The primary aim of the research is to determine the effect of digital media in the decreasing
popularity and usage of print media. The secondary aim is to understand the areas in which,
people are deflecting from using print media globally. This research has made an initial
hypothesis about how the digital media has become the reason behind the dearth of print
media. Therefore considering the hypothesis this research follows the secondary data
collection while conducting a qualitative analysis with case study analysis.
The data collection, analysis and case study have clearly indicated that the reason behind the
dearth of print media is the dependency on digitalization and the popularity of digital media.
Therefore, the hypothesis of this study has been also proven successfully.

MEDIA DISSERTATION 2
Table of content
Chapter 1: Introduction:.............................................................................................................4
1.1 Background of the study...................................................................................................4
1.2 Rationale of the study.......................................................................................................5
1.3 Research aim.....................................................................................................................6
1.4 Research Hypothesis..............................................................................................................6
1.4 Research objectives...........................................................................................................6
1.5 Structure of the study........................................................................................................7
Chapter 2: Literature review......................................................................................................8
2.1 Introduction............................................................................................................................8
2.2 History of Print media:..........................................................................................................9
2.3 Role of media and print media as a part of it:........................................................................9
2.4 The shift in the paradigm:....................................................................................................11
2.6 Theoretical analysis:............................................................................................................14
2.7 Intervention of digital Medias:............................................................................................16
2.8 Social Media and Communication:.....................................................................................17
2.9 Summary:.............................................................................................................................18
2.10 Literature gap:....................................................................................................................19
Chapter 3: Research methodology...........................................................................................20
3.1 Method outline.....................................................................................................................20
3.2 Research onion.....................................................................................................................20

MEDIA DISSERTATION 3
3.3 Research philosophy and justification.................................................................................21
3.4 Research approach and justification....................................................................................22
3.5 Research design and justification........................................................................................22
3.6 Research strategy and justification......................................................................................23
3.7 Data collection method........................................................................................................23
3.8 Sample size..........................................................................................................................24
3.9 Data analysis method...........................................................................................................24
3.10 Ethical consideration.........................................................................................................25
3.11 Summary:...........................................................................................................................26
Chapter 4: Data collection and findings...................................................................................27
4.1 Data presentation.................................................................................................................27
4.2 Data analysis and discussion...............................................................................................30
Chapter 5: Conclusion..............................................................................................................33
5.1 Conclusion...........................................................................................................................33
5.2 Proving the hypothesis.........................................................................................................34
5.4 Limitation............................................................................................................................35
5.5 Future scope of the study.....................................................................................................36
References................................................................................................................................37

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Chapter 1: Introduction:
1.1 Background of the study
At the beginning of the Mass Media and Communication industry, printed-paper was
the only dependable platform. The paper printing has been introduced long before its
utilisation as mass media through the process of publishing literature and artworks. After the
evolution of mass media and communication printed media was being utilised is news
agencies in form of printing newspapers1. Apart from that, the print media had also been used
for marketing and promotional activities in form of flyers, posters and other forms. Along
with the mechanical advancement in printing science and technology the separated activities
of mass media and communication including, newspaper and printed promotion overlapped
with each other in form of various kinds of magazines. The invention of the colure printer
added another feather on the crown of the highly developing mass media. However, from the
beginning of the digital technological revolution the scenario began to change quickly. This
digital technological revolution is commonly known as digital journalism, which was
developed as a contemporary form of journalism in which, information, news and other
important data were provided to the readers via internet in the place of broadcasting or
newspapers2. Few examples of digital medium through which, such data is provided to
readers are Online Website, Internet system, cloud network, E-news, E-promotion and other
digital media based technological advancement have already demolished significantly the
population of print media based audiences. With the intervention of Web 2.0, the internet
based mass media and communication entered a new era of establishment. The induction of
social media worked as a game changer in mass media and communication industry. Primary
1 Pavlik, John Vernon, and Shawn McIntosh. Converging media: A new introduction to mass communication.
New York, NY: Oxford University Press, 2013.
2 Couldry, Nick. Media, society, world: Social theory and digital media practice. Polity, 2012.

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reason of the holistic spread of digital media platform throughout the world was ease of
creativity and presentation that provided journalists to explore their unique ideas, which was
restricted in print as well as broadcasting media3. Further, it also provides the reader with
ease of gaining knowledge and distributes within a second to a larger population of readers,
hence increasing its reach to a larger population.
1.2 Rationale of the study
The current press media throughout the world is facing a decline or deep crisis that is
affecting the business of such media houses. As per the data of World Association of
Newspapers magazine, the number of readers of newspapers is decreasing constantly as the
people have started reading news on their phones. This has created a competition for the
printed media options as the number of readers are shifting from print media to digital media
because of its easy availability. In Singapore, the newspaper organization Singapore Today
conducted a survey in 2013 that determined that the number of people reading the newspaper
dropped by 145,000 readerships that constitutes to the loss of 14.3%. Therefore, the primary
reason for conducting this research was to identify the issues and reasons due to which, the
emergence of digital media is creating challenges for print media houses. Further, another
justification for conducting this study will be inability of the press media to maintain in
reputation in Singapore, whereas, in China and Britain Print media is still the best source to
get any news. Therefore, the rationale for the research will be identifying the actions print
media has taken is those countries, which the Singapore print media is unable to take to save
its reputation and reader base.
3 Wimmer, Roger D., and Joseph R. Dominick. Mass media research. Cengage learning, 2013.

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1.3 Research aim
As it has been observed that the number of readers of print media is decreasing in
Singapore, the primary aim of the research is to determine the effect of digital media in the
decreasing popularity and usage of print media. Further to determine the justified reason
behind decrease of reader’s base and profitability of print media organizations. The
secondary aim is to understand the areas in which, the digital media excels that prevent
people from using print media. There is a possibility of other reasons due to which the
consumers are shafting from print to digital media. Therefore, the third aim is to identify the
other reasons due to which the number of consumers using print media is decreasing.
Moreover, the research will also focus on the ability of print media to combat the increasing
base of digital media in recent times.
1.4 Research Hypothesis
For this research, the hypothesis will be as follows:
H1: The decrease in the popularity of print media is due to the increasing usage of digital
media among the population irrespective of their age.
H0: The decrease in the popularity of the print media is not because of the increasing usage
of digital media platforms, rather due to some other factors, which is hampering the readers
base of print media.
1.4 Research objectives
The Objectives of this research project are as follows:
 The primary objective of this research is to determine the effect of digital media in
decreasing the consumer base of printed media.

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 To determine the strategy used by digital media platforms or the areas in which they
excel, that make readers shift from print media platform to digital media platform.
 The third objective will be to determine the other factors that can also affect the usage
of print media platforms, if it is not affected due to the increasing consumers of digital
media platforms.
1.5 Structure of the study
Research structure is the outline of the entire research, which is used to enlist the
complete research components. The structure of this research will constitute abstract, in
which the concise detail of the entire research has been included. Further, a detailed
introduction has been included which contains the background\d details of the study, its
rationale, the research aims, objectives and the hypothesis depending on which the findings
of the research will be categorized. Further, a detailed methodology will also be included.
Using two case studies related to the research topic, the data of print media and digital media
would be provided, which further will be analyzed and interpreted in the later section.
Finally, a conclusion, limitation of the study and the future prospect of the research will be
included so that the gaps of this research can be identified.
IntroductionLiteratureReviewResearchMethodlogyDatapresentation5.AnalysisandinterpretationConclusionandRecommenation

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Chapter 2: Literature review
2.1 Introduction
It is not in few years mass media has started to being affected. The mass media has
begun getting influenced with the technologies long before the internet or social media, it is
precisely the print media that has been affected. The print media refers to newspaper,
magazines, journals, periodicals and books. Earlier, the role of media was performed only
through the publishing houses through the mentioned components4. The printing press was
the only instrument of production that was used to produce millions of copies of newspaper,
flyers, books and magazines. The primary significance of the print media is to spread
knowledge and ideas in the mass. Initially, the printing used to be through the handwritten
process that consumed a lengthy amount of time to produce a single book5. However, the
changes did not take long to occur along with the other significant changes, and through
industrialization, the mass media industry also experienced enormous changes. The initial
stages of print media were influenced by developed machinery followed by electronic media
such as television and radio. Television and radio have brought vivid changes in the media
industry primarily the changing the readership habit of the population. The revolution by
modern digital and electronic media is presenting the advance and developed stage of mass
media6. The new generation has undoubtedly given improved versions of providing
information to people, however, in the process of development, there is a segment of the mass
media that is on the verge of passing away. The changes and advances in the technology and
the internet in the last ten years have reshaped the way information and knowledge are
4Hsia, Hower J. Mass communications research methods: A step-by-step approach. Routledge, 2015.
5Okigbo, Charles, and GoranHyden."The media and the two waves of democracy."In Media and democracy in
Africa, pp. 29-53.Routledge, 2017.
6Brown, James A. Television', Critical Viewing Skills', Education: Major Media Literacy Projects in the United
States and Selected Countries. Routledge, 2013.

MEDIA DISSERTATION 9
aggregated, transformed, and disseminated7. The print media which was the initial stage of
mass media is slowly losing its significance in the digital age and is not preferred by the
audience in this contemporary era, therefore, it is clearly seen that the print media is on the
decline.
2.2 History of Print media:
The method of producing images and texts to spread information and knowledge was
first done in China before 220 A.D. The Chinese were the first to invent the art of printing
and made it on wooden blocks to print letters. During the Tang Dynasty, the printing process
was started in 600 AD8. Also, the first book that was published was in China in 868 AD. It
was the Egyptians who invented paper around 3500 BC, and it arrived in Spain, Europe in the
11th century. The printing technology is believed to be developed by a German, Johannes
Gutenberg around 14399. He also invented an oil-based ink for printing and printed the Bible
in 1450. Later, the process of printing was adopted by the whole world, and now it has
become impossible to imagine a world without paper and print. The invention of printing has
played a significant role in the development of the Renaissance and the scientific revolution.
2.3 Role of media and print media as a part of it:
Media-industry is a vital sector for any region for the contribution it makes towards
society. Print media is of various types, and it includes magazines, brochures, posters,
banners and lastly the newspapers. The leading role that print media has been playing is the
offering of extensive news, information and in-depth treatment of themes. They are the
provider of the more abundant variety of coverage through the medium of different types of
7Cukier, Kenneth, and Viktor Mayer-Schoenberger. "The rise of big data: How it's changing the way we think
about the world." Foreign Aff. 92 (2013): 28.
8Mun, Seung-Hwan. "Printing press without copyright: a historical analysis of printing and publishing in Song,
China." Chinese Journal of Communication 6, no. 1 (2013): 1-23.
9Straubhaar, Joseph, Robert LaRose, and Lucinda Davenport.Media now: Understanding media, culture, and
technology. Cengage Learning, 2013.

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writings10. There are separate sections devoted to the different genre, including daily affairs,
sports, politics, awareness, business, entertainment and exclusive articles. It also has designed
columns for reviews of book, films, media and art. The newspaper helps readers become
responsible and informed citizen. Since media is used intensively by the mass, it is a vast
platform for advertisement. Traditionally the media performed its functions in a more
straightforward way and offered the above mentioned components. Later, with the electronic
media, things appeared in a different form. The electronic media are the electronic device that
operates with the electrical energy for obtaining information and entertainment. The
electronic media has been dominating the media industry since its inception by providing
instantaneous news and entertainment. They are considered to be the primary source of news.
The information provided by the media has a role to play in the shaping ideas and
sensibilities, and therefore it has a burden of responsibility11. The newspaper serves society in
various ways, it prints in different languages and segregates in separate sections for people to
choose as per their choice. Almost every person is depended on the media for information
which makes it an absolute necessity. Media is not merely a carrier of news; it lets people
access to worldwide information sitting at home. After the electronic and digital invention
people preferred the television and the radio over the newspaper. It has been the dominating
form of media for the most prolonged period however with the growing technology the
digital media is now becoming another favourite source of information. People are now
slowly shifting is on the digital as it is a most comfortable way of following up with the news
anywhere and anytime.
10Alam, Abdullah, and Syed Zulfiqar Ali Shah. "The role of press freedom in economic development: A global
perspective." Journal of Media Economics 26, no. 1 (2013): 4-20.
11Happer, Catherine, and Greg Philo."The role of the media in the construction of public belief and social
change."Journal of social and political psychology 1, no. 1 (2013): 321-336.

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2.4 The shift in the paradigm:
The changes and advances in the technology and the internet in the last ten years have
reshaped the way information and knowledge are aggregated, transformed, and
disseminated12. Whether it is in print, Television, radio or digital devices, it is evident that it
reaches a broad audience often covering national as well as international. In the coming
years, the reality is expected to be without the existence of print media. The decline of print
media has been discussed and debated widely. In recent years the industry of print media is
faced with many challenges since it is a traditional method of media and many new
technologies have emerged with the industrial revolution13. For a very long time, print media
has provided information, knowledge and entertainment in its beautiful way. Print media, in
its static nature, allowed indefinite exposure. People would read beautiful magazines with
visually attractive photos and interesting content in leisure times. Also, people could always
store the articles or photos if found useful and print media gave the opportunity to come back
and re-read the same thing several times when wished to do so. However, people’s way of
gathering information took a turn when the industrialisation produced the broadcast media14.
The first shift was made in the 1950s with the emergence of television and radio. After the
development of television and radio, two continuous decades at the beginning of the
innovation happened to affect the printing industry drastically. The device with audio and
visual entertainment attracted the audience at an instance. Although radio could not give the
visual entertainment, it offers ongoing dialogue, actions and background music. This quality
allows making a high impact on audiences and keeps the audience hooked. Television helps
reaching nationwide audience and radio helps to reach the local audiences. Since the
12Nielsen, RasmusKleis. Local journalism: The decline of newspapers and the rise of digital media. IB Tauris,
2015.
13Doyle, Gillian. "Re-invention and survival: newspapers in the era of digital multiplatform delivery." Journal of
Media Business Studies 10, no. 4 (2013): 1-20.
14Karimi, Jahangir, and Zhiping Walter. "The role of dynamic capabilities in responding to digital disruption: A
factor-based study of the newspaper industry." Journal of Management Information Systems 32, no. 1 (2015):
39-81.