By Hussain Sana
Physical matter is in a constant state of change – and so is the world of media and journalism. Working in media in 2025 means navigating a transitional era where adaptability and flexibility have become invaluable skills. According to the World Economic Forum, agility, flexibility and technological literacy ranked among the most in-demand skills in its Future of Jobs reports over the past several years.
While “traditional” journalism skills remain essential, new skills have emerged in the age of social media. The journalism industry, both locally and globally, has long faced decline. Yet the rise of social media platforms opened a new window of opportunity for newspapers to stage a comeback. This, in many ways, is the story of Kuwait Times – a print newspaper established in 1961 that has also become a relatable news source for Gen Z and Gen Alpha on TikTok today.
Social media has been both medicine and poison for journalism. On the one hand, these platforms created new advertising markets, giving newspapers and media outlets the financial means to sustain themselves and employ journalists – sometimes under new titles like “content creators”. On the other hand, these platforms are managed by corporations driven by profit, shaping a content playbook that tends to be shallow, fast-paced and entertaining rather than informative or useful. Viral content often succeeds not because of its value, but because it fits algorithmic preferences set by companies like X, Meta, Google and ByteDance.
To bridge the gap between traditional journalism and today’s social media, creators are advised to adapt: Be brief. Be entertaining. Sometimes even be shallow. Content performs “better” online when it fits into short, templated scripts — opening with a strong hook, closing with a call to action — and all within 30 to 60 seconds. Complex topics, themes and issues are often reduced or reshaped to match mass behavior and encourage engagement, interaction and sharing.
Another challenge shaping this landscape is Big Data. A handful of corporations have amassed unprecedented amounts of information about billions of users and their behaviors. This has raised concerns at the level of national security, with countries banning certain platforms or attempting to create local alternatives.
This outlook may seem critical, even negative, but it reflects the reality in which Kuwait Times and its alter ego, Kuwait News, now operate. We are working in an era defined by the Fourth Industrial Revolution – by digital sociology, by the rise of data science driven by Big Data, and by artificial intelligence born from machine learning. It is an age where capitalism and technology intersect in ways that reshape society.
This is the context in which we continue to build the legacy of Kuwait Times and Kuwait News – until the day we proudly pass these institutions to the next generation, who will face new challenges of their own.