News Media Disruption: Case Study of Chinese-Language Newspapers in Thailand

Abstract

This research consisted of three objectives, namely: 1) to explore the development history of Chinese-language newspapers in Thailand, 2) to investigates the challenges of Chinese-language newspapers facing the new media disruption, and 3) to find out the opportunities of Chinese-language newspapers in Thailand, and finally figure out a guideline. A qualitative research study was conducted within 30 Chinese-language newspapers in Thailand stakeholders as participants, with data collected through secondary data analysis, in-depth interview, group discussion, and 1 case study of Sing Sian Yer Pao. The Lasswell’s communication model is used to explain the challenges for Chinese-language newspapers facing new media disruption, and the Balance Scorecard-SWOT is used to indicate the opportunities for Chinese-language newspapers in Thailand, and development a blueprint strategy. All participants met the study criteria and completed the interview. The research result was found that:1) The development process of Chinese-language newspapers in Thailand can be divided into 7 stages including: beginning, growth, development, setback, golden age, depression, and stable stages, based on the general view of the newspaper industry, 2) The Chinese-language newspapers in Thailand is confronted with many challenges in digital era, such as insufficient financial support, severe competition, and the survival gap, which limited its development. 3) These factors have adversely affected the Chinese-language newspapers in Thailand management and limited opportunities to development in the future. To apply these results, the newspapers should manage their business by using imperative strategies, such as development human resource, expansion of user base with accurate targeting, content production and other strategies that help to create competitive advantages customer satisfaction.