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Taiwan: Social Media vs Traditional Media
| Social Media vs Traditional Media in Taiwan | |
| Traditional Mainstream Media | |
| Taiwan’s press freedom ranks first in Asia and its media industry is one of the most liberal and competitive in Asia. In a nation of about 23 million people in Taiwan, there are about 170 daily newspapers, more than 4,000 magazine publishers, approximately 200 radio stations, and seven 24-hours round-the-clock news stations. Almost anything and everything that happens in Taiwan is quickly picked up by the many traditional media sources that seek to source out information early to beat competition. There has even been much speculation that because of the vast outreach of traditional media, many parliamentary members are “encouraged” to engage in fierce verbal outbursts and even fights in parliamentary events, so as to garner the media’s attention which will report these events as headlines in their publications. Source:Taiwan Press, Media, TV, Radio, Newspapers |  |
| Social Media | |
| Social media is becoming increasingly pertinent in Taiwan. The way people consume information is undergoing profound change and the methods through which information is conveyed are changing as well. News that used to be transmitted via traditional media channels is now available on individual blogs. And through various social media channels, these individuals' opinions will be spread and amplified by other users. Citizen journalism is growing in Taiwan due to widespread dissatisfaction with the range and quality of traditional news sources. The Director of Taiwan Public Television Service International department, Mr. Lin Leh-Chyun, said that citizen journalism could play an important watchdog role over traditional media in terms of timeliness and depth of coverage. Although citizen journalism will not be able to replace the role of traditional media, it has brought about much competition and has altered the traditional business model of mainstream media. Almost all Taiwanese traditional media now have websites and most allow comments on their sites. The major newspaper websites, as well as many TV channels, provide blog services to everyone. In addition, amongst the news that Taiwanese watch or read everyday, more than 30% are from the web and the numbers are rising. The Taiwanese traditional media has been trying to adopt the web and absorb more citizen journalism spirits in order to 1) cut cost, and 2) follow the trend. Traditional media still owns the biggest channels of communication; while citizen journalism is not only an alternative news channel, but also an engine of revolution to traditional media. Such is the rise and prominence of internet technology and social media that Taipei Internet Advertising and Media Operators Association (IAMA) announced that the market value of Taiwan’s online advertising is expected to grow to around NT$1 billion in 2008, generating revenue of close to NT$6 billion. Please refer to the “Dell Interview Transcript” and “Portnoy Interview Transcript” for further information. Sources: 1. PTS cooperates with amateur journalists to cover local issues 2. Internet Advertising and Media Association 3. http://www.digitimes.com/systems/a20071210PD201.html Citizen Journalism PeoPo, a citizen journalism site presented by Taiwan's Public Television Service, supports citizen journalism and illustrates in many ways Taiwan's open media environment. Each year, PeoPo also gives awards for the best citizen reports. A December, 2008 press release, however, calls into question how much freedom public TV will continue to enjoy in the future. | |
| Nielsen’s Comparison | |
| Nielsen Media Research, a global media company specializing in online intelligence, conducted a global survey and found that despite a growing array of advertising platforms and sources, consumers around the world still place their highest levels of trust in other consumers – word-of-mouth being the most powerful selling tool. In terms of word-of-mouth advertising, the Nielsen survey found that the Taiwanese placed consumer recommendations as the most credible form of advertising, with 91% of Taiwanese relying on “recommendations from consumers”. Taiwan came in second in this category with 91%, with only 2% points behind Hong Kong. Nielsen also found the Taiwanese to be the fifth most trusting consumers overall of all forms of advertising (both traditional and social media), with 63% compared to the highest which was 67%. |  |
| On the other hand, in terms of consumer trust in web-based consumer opinions posted online such as blogs, the Taiwanese came in second with 76% compared to South Korea with 81%. These statistics clearly show that there is potential for businesses to adopt social media in Taiwan. Social media provides businesses with an online platform to communicate directly with consumers as well as build relationships with them, thus facilitating positive word-of-mouth recommendations. Source: Word-of-Mouth the Most Powerful Selling Tool: Nielsen Global Survey | |
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Latest page update: made by communicateasia
, Dec 23 2008, 3:44 AM EST
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