The involvement of male homosexuals with mainstream newspapers' reporting of homosexuality / Mohd Shahnawi Muhmad Pirus

The contributory factors to male homosexuals' (MH) involvement with mainstream newspapers reporting of homosexuality was observed on news content representation including the reporting criterion and its consistency to be reported to the audiences, triggering the public interest in receiving information and advocating themselves towards a guided living culture. This study was guided with two theories; (i) Uses and Gratifications Theory, and (ii) Social Judgment Theory following a series of content analysis on newspapers reporting of homosexuality that was conducted to understand how it was presented. Using a qualitative approach with phenomenology and popular culture paradigms, informants of male homosexuals from the non-governmental organization were selected randomly through the purposive and judgmental sampling strategies. All data were collected from in-depth interviews and content analysis procedures and analyzed by using thematic analysis and constant comparison strategy. It was disclosed such news reporting became a platform for the male homosexuals to be alert with current updates pertaining to homosexuality issues that established involvement. The inclination in getting involved among male homosexuals' readers with news reporting of homosexuality was also factored by the message conveyance on content delivery, news themes and overall reporting that strongly associated with the public awareness on issues of safe sex messages and crimes. In overall, this study had managed to observe on the role of mainstream mass media in Malaysia as a platform in disseminating the government agenda including to understand the possible factor that generated MH involvement as active audience affecting on their attitude and behavioral change induced by ego involvement

The involvement of male homosexuals with mainstream newspapers' reporting of homosexuality / Mohd Shahnawi Muhmad Pirus

The contributory factors to male homosexuals' (MH) involvement with mainstream newspapers reporting of homosexuality was observed on news content representation including the reporting criterion and its consistency to be reported to the audiences, triggering the public interest in receiving information and advocating themselves towards a guided living culture. This study was guided with two theories; (i) Uses and Gratifications Theory, and (ii) Social Judgment Theory following a series of content analysis on newspapers reporting of homosexuality that was conducted to understand how it was presented. Using a qualitative approach with phenomenology and popular culture paradigms, informants of male homosexuals from the non-governmental organization were selected randomly through the purposive and judgmental sampling strategies. All data were collected from in-depth interviews and content analysis procedures and analyzed by using thematic analysis and constant comparison strategy. It was disclosed such news reporting became a platform for the male homosexuals to be alert with current updates pertaining to homosexuality issues that established involvement. The inclination in getting involved among male homosexuals' readers with news reporting of homosexuality was also factored by the message conveyance on content delivery, news themes and overall reporting that strongly associated with the public awareness on issues of safe sex messages and crimes. In overall, this study had managed to observe on the role of mainstream mass media in Malaysia as a platform in disseminating the government agenda including to understand the possible factor that generated MH involvement as active audience affecting on their attitude and behavioral change induced by ego involvement

Media framing on the HIV/AIDS related epidemic / Mohd Shahnawi Muhmad Pirus, Ilias Md. Salleh and Mokhtar Muhammad.

Media plays an important role in the social landscape that helps to shape audience perceptions and it also facilitates public discourse and debate by defining acceptable parameters for discussion. According to Collins (2004), media serves as sense-makers to world and become the primary presenters of ideology for the large audience consumption, integrating the fact that media is vital as most commonly shared source of information. Controversial social issues and concerns become the common strengths for the conventional and mainstream media practices and it is represented in various media context (Hart, 1999). Based on Hart’s view, Piontek (1992) also claimed the issues on sexuality especially on homosexuality is dominantly geared by the media representation. He added these representations are fundamentally equipped with the intention to strengthen the society’s knowledge and perception towards their understanding on epidemic diseases such as the Acquired Immune Deficiency Syndrome (AIDS)

The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia

The rise in emotional advertising comes at a time when brands are making every effort in creating contents rather than just making advertisements. The aim of this study is related to advertisements that contain sad emotional appeals, and its impact on the viewers and their purchasing decisions. The research methodology of qualitative method and phenomenological approach were applied. The data of this study was then collected by conducting in-depth interview. The data from the interview session was transcribed verbatim to ensure the words and sentences are transcribed accordingly. The findings discuss the attitude shown by the audiences towards the emotional contents in advertisements. The attitude shown by the audiences was observed closely on their reactions after watching advertisements that contains emotional appeals; particularly sad appeals. In point of fact, this research has managed to reveal on the pattern involved among advertisement audiences in navigating the content from advertisements with emotional appeals. This study is predominantly a study of emotional advertisements; Sadvertisement, as catchy as it sounds, as a popular culture terminology that describes an advertising trend for consumers in which advertisers are using a certain set of game plan to jockey on people's emotions and galvanise feelings of sadness, melancholy or wistfulness. The study adheres to the idea of a growing number of emotional advertisements and its effect on the advertisement audiences