MEDIA FRAMING ROLE IN SHAPING ORGANIZATIONAL OPINION ON ROLE OF PERSONS WITH DISABILITIES IN THE WORKPLACE

Abstract

Problem Statement: 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.

Approach: 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 (2020–2024). 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.

Results: 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.

Conclusion: 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.