Industry Reports

Big Tech: Media Perspectives and Trends

Southeast Asia (SEA) sits at the nexus of technological influences from America and greater Asia as the region’s tech sector continues to face rapid growth. News and current affairs coverage gives us an interesting lens into this region’s nuanced relationship with big tech.

By analysing how different brands are portrayed by local and regional media outlets, including the topics deemed newsworthy, we gain deeper insights into the impact of big tech on Southeast Asia: how it is perceived and represented by local media, and how brands can improve awareness and recall through mainstream media engagement?

This study, by Allison+Partners and CARMA, examines news and current affairs coverage of big tech companies across three Southeast Asian countries Singapore, Indonesia, and Thailand – from 1 June to 31 August 2021.

Ten big tech companies – the top five technology companies by market cap in Asia (Tencent, Alibaba, Samsung, Sony and Baidu) and America (Apple, Microsoft, Amazon, Alphabet and Facebook) respectively, were studied within the scope of this report.

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