Local Media Must 'Return' to Public Journalism Amid the Onslaught of AI and Buzzers

SEMARANG—Hundreds of local media managers from across Central Java gathered at the Khas Hotel Semarang on Thursday (May 21, 2026) for the 2026 Central Java Media Summit.

Themed "New Roadmap for Central Java Local Media," the forum served as a crucial platform for consolidating the regional press industry in the face of increasingly massive digital disruption.

The third discussion session highlighted fundamental changes in how audiences consume information and the challenges of maintaining a healthy digital ecosystem.

Chief Content Officer of KapanLagi Youniverse (KLY), Wenselaus Manggut, outlined the new reality in which Google's search engine has transformed into a "Search Engine + Agentic AI."

The AI ​​Overview feature now answers user queries directly on the search page, eliminating the need to click on links to media sites.

"There will be no more clicks," Wenselaus asserted, describing a serious threat to the media business model that relies on traffic.

Faced with this situation, Wenselaus urged local media to find a "way back." This path is a return to the essence of journalism, which is based on public interest journalism, not merely pursuing popularity, trends, or viewership.

"What the public needs is the main compass in reporting. Journalists act as a bridge between facts and the public interest," he said.

According to him, public journalism will build long-term trust and make the media a reliable institution.

To remain relevant, Wenselaus suggested adapting creative and engaging content formats, such as visual storytelling, short videos, and interactive infographics that can boost organic reach.

Strategic paid distribution is also necessary to reach valuable new audience segments.

Meanwhile, the Head of the Central Java Provincial Communications and Informatics Office (Diskomdigi), Lilik Henry Ristanto, highlighted the challenges facing the information ecosystem influenced by media convergence, algorithms, AI, and monetization.

He was concerned about the phenomenon where viral content is often controversial.

"Therefore, we need to filter before sharing to create a healthy and responsible information ecosystem," he urged.

Another challenge comes from propaganda and the activities of buzzers in the digital space. Diponegoro University Faculty of Social and Political Sciences lecturer Bangkit Wiryawan believes that content from buzzers has damaged the media business.

He emphasized the importance of increasing literacy among media managers themselves to curb cyber troops.

"So that our digital space is not controlled by certain groups," he concluded.

The 2026 Central Java Media Summit is supported by Bank Rakyat Indonesia, Bank Mandiri, the Central Java Provincial People's Representative Council, the Deposit Insurance Corporation, Bank Negara Indonesia, Bank Indonesia, Telkom Indonesia-Elevating Your Future, Semen Gresik, Jateng Agro Berdikasi, PT Bhimasena Power Indonesia-PLTU Batang, PT Sukun, PT BPR BKK Central Java, Bank Jateng, Out of the Box, and Gramedia.