In an age where digital media and the internet merge into a global network of communication, media play an important role in shaping cultural identity. This study examines the challenges media faces in preserving the cultural identity of societies in the face of rapid changes driven by globalization and technological advances. The study uses qualitative methods to examine various aspects of this issue. It focuses on how media outlets influence people’s perceptions of themselves and others and can reinforce or transform cultural identities by in-depth interview. The in-depth interview findings highlight the specific challenges journalists face in this effort, focusing on gender differences, national identity, race/ethnicity, and media bias. Gender inequality emerges as a key challenge, with the media often perpetuating gender stereotypes and marginalizing women in various fields from the workplace to politics and popular culture.  Malaysian identity protection faces obstacles due to the coordinating influence of globalization and information systems. Similarly, media coverage of race and ethnicity perpetuates biases, leading to discrimination and moral issues, especially towards marginalized groups. Media bias, especially ethnic bias, perpetuates stereotypes, shapes public opinion, and threatens cultural identity by integrating suggestions into educational curricula to empower them for cultural engagement in the identity of the strong and protected.