Media Framing Role in Shaping Organizational Opinion on Role of Persons with Disabilities in Malaysia’s Workplace

Kho Suet Nie, Aina Nabila Mazlan

Abstract


This study investigates how four Malaysian online news media frame organizational perceptions of Persons with Disabilities (PwD) in the workplace, and how these narratives influence HR professionals’ attitudes and practices, in comparison with international studies. The objectives are: (1) to examine how Malaysian news outlets frame PwD in relation to employment, and (2) to explore how these frames shape HR professionals’ organizational responses. A qualitative case study approach was adopted, combining semi-structured interviews with five HR professionals and content analysis of PwD employment coverage in four Malaysian online news portals (2020–2025). Entman’s diagnostic, prognostic, and motivational frames guided the analysis, while international framing studies from the UK, Japan, and UN disability discourse provided comparative context. Findings show that Malaysian media predominantly employ the compassion frame, portraying PwD as dependent and in need of assistance. The empowerment frame is less common but has gained visibility in recent years. HR interviews revealed that charity-oriented frames reinforce risk-averse hiring, with PwD perceived as requiring “special allowances,” while empowerment frames position PwD as untapped talent aligned with diversity and corporate social responsibility agendas. Success stories and empowerment policies encourage HR leaders to consider flexible work arrangements and targeted    training. International literature reflects a similar tension between compassion and empowerment narratives, though Malaysia’s reliance on charity framing slows the normalization of PwD inclusion. The study contributes to organizational communication research in Southeast Asia by linking media frames with HR perceptions and workplace practices.

 

Keywords: Workplace inclusivity, organizational policy, media framing, organizational communication, person with disability.

 

https://doi.org/10.17576/JKMJC-2026-4201-24


Full Text:

PDF

References


Barnes, C., & Mercer, G. (2010). Exploring disability (2nd ed.). Polity Press.

Briant, E., Watson, N., & Philo, G. (2011). Bad news for disabled people: How the newspapers are reporting disability. Project Report. Strathclyde Centre for Disability Research and Glasgow Media Unit, University of Glasgow, Glasgow, UK.

Department of Statistics Malaysia. (2022). Persons with Disability Statistics, Malaysia, 2022. https://www.dosm.gov.my/site/downloadrelease?admin_view=&id=person-with-disability-2022-〈=English

Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51–58. https://doi.org/10.1111/j.1460-2466.1993.tb01304.x

Goethals, T., Mortelmans, M., Bulck, H., Van den Heurck, W., & Van Hove, G. (2020). I am not your metaphor: Frames and counter-frames in the representation of disability. Disability & Society, 37(5), 746-764. https://doi.org/qxx6

Haller, B. A., & Ralph, S. (2006). Are disability images in advertising becoming bold and daring? An analysis of prominent themes in U.S. and U.K. campaigns. Disability Studies Quarterly, 26(3). https://doi.org/10.18061/dsq.v26i3.716

Haller, B., Dorries, B., & Rahn, J. (2006). Media labeling versus the U.S. disability community identity: A study of shifting cultural language. Disability & Society, 21(1), 61–75. https://doi.org/10.1080/09687590500375416

Ministry of Economic Affairs, Malaysia. (2019, October 5). Shared prosperity vision 2030: Restructuring Malaysia’s development priorities. Attin Prez Sdn. Bhd. https://share.google/uuRZyVebvXsNYJvIL

Ofori-Boateng, P. (2023). News media framing of disabilities in Ghana: Journalistic practices amidst advocacy calls for change [Master’s thesis]. University of New Mexico. https://digitalrepository.unm.edu/cj_etds/159/

Oliver, M. (1990). The politics of disablement. Red Globe Press London. https://doi.org/10.1007/978-1-349-20895-1

Shek-Noble, L. (2020). Media framing of disability and employment in Japan: Traditional and progressive approaches. Asia Pacific Media Educator, 30(2), 145-159. https://doi.org/10.1177/1326365X20970423

Teng, C. E., & Joo, T. M. (2020). Representation of disabled community in mainstream media. International Journal of Knowledge Content Development & Technology, 10(2), 19–37. https://doi.org/10.5865/IJKCT.2020.10.2.019

United Nations. (2022, Sept 19). Disability inclusion in the United Nations system: Report of the Secretary-General. https://www.un.org/en/disabilitystrategy/sgreport/2022

Weick, K. E. (1995). Sensemaking in organizations. SAGE Publications.

Yaakup, H. S. (2024). Representation of disabilities in Malaysian films: Stereotypes, identities & the others. e-Bangi: Journal of Social Sciences and Humanities, 21(3), 636-644. https://ejournal.ukm.my/ebangi/article/view/76445

Young, S. (2014, April). I'm not your inspiration, thank you very much [TEDxSydney Talk]. TED. https://www.ted.com/talks/stella_young_i_m_not_your_inspiration_thank_you_very_much


Refbacks

  • There are currently no refbacks.


e-ISSN: 2289-1528