What the Political Economy of Media Taught Me About Power, Technology, and Society
Edi Hezri Hairi
Media Production ?? | Founder ?? | Emerging Tech ? | Educator ???? | Ex-HP | Ex-MDEC | Ex-MPB | Ex-INTI #ENTJ
Yesterday, I presented a topic for my Political Economy of Media course at Universiti Teknologi MARA (UiTM), and it got me thinking about how much this subject connects with my career journey. It wasn’t just another academic exercise; it was like revisiting everything I’ve experienced in the media and advertising industries—only now, I was looking at it through a sharper, more critical lens.
Let’s be real, the media we consume today is way more than just entertainment or information. It’s a commodity, a tool for influence, and, for better or worse, a reflection of power structures. As someone who spent years producing content and helping brands tell their stories, I’ve seen firsthand how decisions—whether creative or business—are shaped by ownership, profit, and sometimes politics.
Why This Topic Feels So Relevant?
The media landscape today is completely different from what it was 10 years ago. The rise of OTT platforms like Netflix has disrupted traditional broadcasters. Social media algorithms decide what content we see, while big tech companies profit from the data we unknowingly give them. It’s no longer just about creating good content—it’s about who controls the platforms, who benefits from the attention economy, and how this shapes what we believe.
In Malaysia, these dynamics are even more fascinating. On one hand, you’ve got this massive digital push—initiatives aiming to close the internet gap in rural areas. On the other hand, we’re still figuring out how to deal with issues like fake news, data privacy, and the growing influence of global media giants on local culture.
What I Took Away from My Presentation?
Talking about this topic made me reflect on a few things:
1. Media is a Business First, Art Second (Most of the Time):
As much as we love to think of media as storytelling or cultural preservation, the reality is that it’s a business. Content is commodified—produced to generate revenue, whether through ads, subscriptions, or product placements. I’ve lived this reality when I ran my own production house, where balancing creativity with budgets and client expectations was a constant juggling act. As for the clients, it is all about ROI!
2. Globalisation Isn’t Always a Good Thing:
Global platforms like Netflix are great for accessibility, but they’ve also made it harder for local voices to compete. Back when I was in production, it was already challenging to push local stories. Now, with international giants dominating the market, the pressure on local creators has only increased. We need to understand that there is a big difference between "Local Stories vs Localisation".
Local stories are a reflection of our culture and identity, yet they are often sidelined in favour of Westernised ideas that feel “safer” to clients, driven by the fear of not meeting global standards. While localisation adapts global content for Malaysian audiences, it falls short of truly representing the authenticity and nuances of stories rooted in our local realities.
3. Technology Is a Double-Edged Sword:
AI, blockchain, and Web3 are game-changers. They’ve given creators more tools and freedom, but they’ve also made us more dependent on platforms with opaque algorithms. It’s a bittersweet reality: the same technology that empowers creators can also exploit them.
4. Surveillance Capitalism Is Real, and It’s Scary:
I can’t talk about media today without mentioning how our data is being harvested and sold. Platforms like Facebook and Google have mastered the art of turning our online behaviour into profit. It’s something we rarely think about, but it’s shaping everything from the ads we see to the political content we’re exposed to.
Connecting the Dots...
As I was presenting, I kept thinking about my past experiences. Back in my days working with broadcasters and advertising agencies, I thought I understood how media worked. But looking at it now, through the lens of political economy, it’s clear there’s so much more happening behind the scenes.
For example, the rise of OTT platforms has completely changed how we think about content distribution. When I started, traditional broadcasters were the gatekeepers. Now, with direct-to-consumer (D2C) models, anyone can be a content creator—but only if they can navigate the algorithms and monetisation strategies of these platforms.
And then there’s the digital divide, something we don’t talk about enough. While urban areas in Malaysia enjoy blazing-fast internet and endless content options, many rural areas are still struggling with basic connectivity. This isn’t just a technology issue; it’s a societal one. How can we ensure equal access to opportunities in a world that’s increasingly digital?
So, What’s the Takeaway?
For me, it’s this: MEDIA IS POWERFUL. It shapes how we see the world, how we interact with each other, and even how we define ourselves. But with that power comes responsibility—not just for creators, but for platforms, regulators, and even us as consumers.
As someone who’s transitioned from media practitioner to educator, I feel a growing responsibility to help the next generation navigate this complex landscape. It’s not enough to teach them how to produce content; we need to teach them to think critically about the systems that control it.
If there’s one thing I’ve learned from this journey, it’s that understanding who controls the narrative is key to shaping a fairer, more inclusive media ecosystem.
Acknowledgement Note: Special thanks to Datuk Professor Dr Azizul Halim Yahya (UiTM) for giving me the opportunity to present this issue. His guidance and insights have been invaluable in shaping this article.
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