Framing Strategic News from The Perspective of Media Organizations in Malaysia

Azahar Kasim, Adibah Ismail, Sazali Abd Wahab


Strategic news is published news with an implied agenda without explaining the truth. Nowadays, most media are more comfortable playing tug of war in their writing than telling the truth because of the news framing process. The process of generating strategic news is done by journalists and editors of a media organization by conducting the franchise process first to enable them to reach the target audience. Framing news is the cause for the reader's shift of understanding of news framed by the newspaper until the community's perception has been successfully changed. This study utilizes a qualitative method; three personality and media experts were interviewed to obtain relevant data regarding media agenda, framing and strategic news. The informants were from media conglomerates in Malaysia – Media Prima, Bernama TV and former Berita Harian Group Editor-inChief. The exploration of media practioner perspectives on news writing and framing allowed the researcher to delve into fundamental questions in journalism, specifically in the fragment of journalism ethics. The findings show that the framing of an issue was both deliberate and unintentional. Strategic news is the result of the interconnections between media agenda, ethics and journalism, editor responsibility and news framing, and manipulation by the media to advocate the success of the government’s mission and vision.

Keywords: Strategic news, news framing, journalism ethics, media organizations, Malaysia.

Full Text:



Atkinson, M. L., Lovett, J., & Baumgartner, F. R. (2014). Measuring the media agenda. Political Communication, 31(2), 355–380. doi:

Aminudin Basir @ Ahmad Mohamad Sabri Haron, & Nik Yusri Musa, 2009. Kebebasan media komunikasi munurut perspektif islam. Jurnal Hadhari, 2, 65- 82. Retrieved from

Bahtiar Mohamad, Hassan Abu Bakar, & Mohamad Khadafi Haji Rofie (2004) Imej Islam di Media Cetak: Analisis Kandungan Akhbar Mingguan di Malaysia. The Malaysian Journal of Language and Communication, 1 (1). pp. 79-98. ISSN 1675-9850

Borah, P. (2011). Conceptual issues in framing theory: A systematic examination of a decade’s literature. Journal of Communication, 61(2), 246–263. doi:

Brubaker, J. (2008). The freedom to choose a personal agenda: Removing our reliance on the media agenda. American Communication Journal, 10(3).

Canes-Wrone, B. (2001). A theory of presidents’ public agenda setting. Journal of Theoretical Politics, 13(2), 183–208. doi:

Cook, F. L., Tyler, T. R., Goetz, E. G., Gordon, M. T., Protess, D., Leff, D. R., & Molotch, H. L. (1983). Media and agenda setting: Effects on the public, interest group leaders, policy makers, and policy. Public Opinion Quarterly, 47, 16–35. doi:

Dalton, R. J., Beck, P. A., Huckfeldt, R., & Koetzle, W. (1998). A test of media-centered agenda setting: Newspaper content and public interests in a presidential election. Political Communication, 15(March 2015), 463–481. doi:

De Vreese, C. H., Boomgaarden, H. G., & Semetko, H. A. (2011). (In)direct framing effects: The effects of news media framing on public support for Turkish membership in the European Union. Communication Research, 38(2), 179–205. doi:

Dixon, B. (2010). Towards e-government 2.0: An assessment of where e-government 2.0 is and where it is headed. Public Administration and Management, 15, 418-454.

DiCicco-Bloom, B., & Crabtree, B. F. (2006). The qualitative research interview. Medical Education. doi:

Franklin, B. (2012). The future of journalism. Journalism Studies, 15(5), 481–499. doi:

Golan, G. (2006). Inter-media agenda setting and global news coverage. Journalism Studies, 7(2), 323–333. doi:

Hamid, N. A. A., & Ibrahim, F. (2012). Pembingkaian berita etnik dalam akhbar-akhbar aliran perdana di Malaysia. Jurnal Komunikasi, Malaysian Journal of Communication, 28(2), 95–112.

Haskins, M. E., Liedtka, J., & Rosenblum, J. (1998). Beyond teams: Toward an ethic of collaboration. Organizational Dynamics, 26(4), 34–50. doi:

Idid, S. A., & Kee, C. P. (2012). The media and public agenda among the Malay and Chinese communities during the 2008 Malaysian general elections. Asian Social Science, 8(5), 107–115. doi:

Julia Wirza Mohd Zawawi, & Chang Peng Kee. (2013). Penentuan bingkai berita keselamatan awam dari penelitian respon kognisi dan ekspresi audiens. Jurnal Komunikasi, Malaysian Journal of Communication, 29(2), 141-158.

Karlsson, M., &Stromback, J. (2010). Freezing the flow of online newws: Exploring approaches to the study of the liquidity of online news. Journalism Studies, 11(1), 8(5). 107-115. doi:

Kleinnijenhuis, J., & Rietberg, E. M. (1995). Parties, media, the public and the economy: Patterns of societal agenda‐setting. European Journal of Political Research, 28, 95–118. doi:

Maksl, A., Ashley, S., & Craft, S. (2015). Measuring news media literacy. Journal of Media Literacy Education, 6(3), 29–45. Retrieved from

McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly. doi:

Milena, Z. R., Dainora, G., & Alin, S. (2008). Qualitative research methods: A comparison between focus-group and in-depth interview. Annals of Faculty of Economics, 4(1), 1279–1284.

Miller, R. E., & Wanta, W. (1996). Sources of the public agenda: The president-presspublic relationship. International Journal of Public Opinion Research, 8(4), 390–402. doi:

Porter, G. (2004). Work, work ethic, work excess. Journal of Organizational Change Management, 17, 424–439. doi:

Porter, G. (2010). Work ethic and ethical work: Distortions in the American dream. Journal of Business Ethics, 96(4), 535–550. doi:

Roberts, C. L. (1981). A behaviouristic basis for an ethic. New Zealand Psychologist, 10(2), 80–85. Retrieved from


Ryfe, D., Mensing, D., & Kelly, R. (2016) What is the meaning of a news link?. Digital Journalism, 4(1), 41-54.

Shaw, E. F. (1979). Agenda-setting and mass communication theory. International Communication Gazette, 25(2), 96–105. doi:

Sherry, J. J. L. (2004). Flow and media enjoyment. Communication Theory, 14(4), 328–347. doi:

Scheufele, D. (1999), Framing as a theory of media effects. Journal of Communication, 49(1), 103-122.

Scheufele, D. A., & Tewksbury, D. (2007). Framing, agenda setting, and priming: The evolution of three media effects models. Journal of Communication, 57(1), 9-20.

Takeshita, T. (2006). Current critical problems in agenda-setting research. International Journal of Public Opinion Research, 18(3), 275–296. doi:

Tandoc Jr., E. C., & Peters, J. (2014). One journalist, two roles: What happens when journalists also work as media coordinators?. Journalism, 16(3), 324–340.

Tcw, T. (October 2010). Agenda setting theory.

Thesen, G. (2013). Political agenda setting as mediatised politics? Media politics interactions from a party and issue competition perspective. The International Journal of Press/ Politics, 19(2), 181-201.

Tiung, L., & Hasim, M. (2009). Media framing of a political personality: A case study of Malaysian politician. European Journal of Social Science, 9(3), 408–424. Retrieved from


Walgrave, S., Soroka, S., & Nuytemans, M. (2007). The mass media’s political agendasetting power: A longitudinal analysis of media, parliament, and government in Belgium (1993 to 2000). Comparative Political Studies, 41(6), 814–836. doi:

Ward, S. J. a. (2008). Global journalism ethics: Widening the conceptual base. Global Media Journal -- Canadian Edition, 1(1), 137–149.


  • There are currently no refbacks.

e-ISSN: 2289-1528