SOCIAL MEDIA'S IMPACT ON TRADITIONAL MEDIA SPEED OF NEWS DISSEMINATION

Abstract: The advent of social media has revolutionized the speed and scope of newsdissemination, profoundly impacting traditional media. Unlike conventional channels such asnewspapers and television, which rely on scheduled updates and editorial processes, socialmedia enables real-time news sharing, allowing information to reach a global audienceinstantly. This shift has redefined audience expectations for immediacy and accessibility, oftenplacing traditional media at a competitive disadvantage. Social platforms like Twitter andFacebook have become primary sources for breaking news, enabling eyewitnesses andindependent contributors to bypass traditional gatekeepers. While this accelerates the flow ofinformation, it also raises challenges related to accuracy, misinformation, and credibility, areaswhere traditional media historically held an advantage.Traditional media outlets have responded by integrating digital platforms into their operations,utilizing social media to distribute news, engage audiences, and maintain relevance. However,the relentless pace of online news dissemination pressures these outlets to balance speed withjournalistic integrity. This paper explores the dynamics between social media and traditionalmedia in the context of news dissemination speed. It examines how social media's immediacyreshapes consumer expectations, disrupts traditional workflows, and compels traditional mediato innovate, ultimately transforming the global news ecosystem.