Framing of Sexual Dysfunction in Sarawak English Newspapers

Ting, Su Hie and Jamali, Bujang Sanawi (2025) Framing of Sexual Dysfunction in Sarawak English Newspapers. Asian Journal of Research in Education and Social Sciences, 7 (3). pp. 522-534. ISSN 2682-8502

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Abstract

Topics such as sexual difficulties, impotence, and diminished libido are sensitive issues in Malaysia. Due to the stigma attached to sexual dysfunction, there is lack of research on how the media represents sexual dysfunction, resulting in lack of understanding on how newspapers are educating and influencing public attitudes and perceptions of the condition. This study examined how sexual dysfunction is framed in two English-language newspapers from Sarawak: The Borneo Post and New Sarawak Tribune. The objectives of the study are to: (1) determine the dominance of episodic and thematic framing of news articles on sexual dysfunction, (2) describe the frame dimensions of news articles on sexual dysfunction, and (3) identify the valence of news articles on sexual dysfunction. A search of the online newspaper archives was made using the search terms “sexual dysfunction” and “erectile dysfunction”. The framing analysis was conducted for 12 articles on sexual dysfunction published in 2010-2024 in The Borneo Post and New Sarawak Tribune. The findings reveal a predominance of thematic framing (8 out of 12 articles), reflecting a focus on broader social and medical contexts rather than individual cases. This tendency is influenced by cultural sensitivities surrounding sexual dysfunction, which discourage the use of personal narratives. The dominant frame dimension is the responsibility frame, primarily giving credit to expert contributions and providing solutions to problems, rather than assigning blame. Only two articles employed a human interest frame, both in relation to associated health conditions rather than sexual dysfunction itself to avoid exposing the individuals involved. One article adopted a conflict frame, indicating minimal relevance of public disputes in this context. In terms of valence, most articles presented a balance of positive and negative tone, promoting a more objective and less stigmatising portrayal. The study suggests that thematic framing, neutral valence, and attribution of responsibility to individuals suffering from sexual dysfunction are strategies to create awareness and engage the audience.

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