How was General Election 15 Framed in Malaysian Media: Exploring the Role of Framing and Political Narratives
Abstract
The 15th General Election (GE15) marked a critical moment in Malaysia’s political landscape, with mass media playing an important role in shaping electoral discourse. This study examines how selected Malaysian mainstream and independent media outlets framed key political issues during GE15, with a particular attention to corruption, governance, youth participation, and coalition politics. Using qualitative content analysis methodology, this research examines 11 purposively selected news articles published during the election period and the immediate post-election phase to capture key framing moments. By comparing these different types of media, the study shows the different viewpoints through which voters received political information. The findings suggest tendencies in framing practices rather than generalizable patterns. Comparatively, mainstream media outlets tended to emphasize themes related to political stability, continuity, and leadership competence, which aligned with established political narratives, while independent media more frequently highlighted accountability, governance failures, and necessity political change in portraying GE15. Youth participation, amplified by the implementation of the Undi18 amendments, was commonly framed as a transformative electoral force. However, these narratives often lacked detailed discussion. Furthermore, post-election reporting reflected uncertainties surrounding coalition-building and democratic governance in a divided political environment. In conclusion, this study contributes exploratory insights into how media ownership and editorial orientation may shape strategic political narratives during elections, while acknowledging the limitations of a small qualitative sample size.
Keywords: Alternative media, election, GE15, mainstream media, politics.
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