Thematic Progression and Thematic Prominence in Malaysian Media Discourse on Biodiversity Conservation

Nurfarizatul Ain Ponidin and Siti Munirah Mohd Ali and , Fairuz Umira Azmi and Wan Farah Wani Wan Fakhruddin and Wan Nur Asyura Wan Adnan and Muhammad Arfin Muhammad Salim and Sun Chao (2025) Thematic Progression and Thematic Prominence in Malaysian Media Discourse on Biodiversity Conservation. Journal of Advanced Research in Social and Behavioural Sciences, 39 (1). pp. 37-44. ISSN 2462-1951

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Abstract

The media plays a crucial role in shaping public awareness and attitudes toward biodiversity conservation. This study examines thematic progression and prominence in Malaysian media reports concerning the Greening Malaysia Programme and the 100 Million Tree-Planting Campaign. Despite extensive coverage, the effectiveness of media discourse in sustaining conservation narratives remains unclear. The study employs the thematic progression framework to analyse how themes develop across news articles. Through qualitative discourse analysis, it investigates the thematic structures present in reports from the New Straits Times, Bernama, The Sun, Malay Mail, Malaysia Kini and The Star. The findings reveal dominant thematic patterns that emphasise governmental accountability, yet there is limited continuity in narratives regarding environmental impact. This study contributes to understanding how the media constructs conservation discourse and suggests strategies to enhance coherence in environmental journalism.

Item Type:	Article
Uncontrolled Keywords:	Thematic progression; thematic prominence; media discourse; environmental journalism; biodiversity conservation
Divisions:	Faculty of Education, Social Science and Humanities (FESSH)
Depositing User:	LIBRARY2 UPTM
Date Deposited:	23 Sep 2026 03:11
Last Modified:	23 Sep 2026 03:11
URI:	http://eprints.uptm.edu.my/id/eprint/6229

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