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

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.