Information Processing Through Frame Setting Towards Audience Cognition On Lgbt Issues


The process of processing information around the environment is closely related to the psychological processes that psychologists have long practiced. Information processing studies show that each individual has their own cognitive structure known as the scheme. This scheme responsible for managing what the individual thinks. This individual scheme will retain every belief, value, attitude and preferences that indirectly provides relevant information, interprets and evaluates each information. Therefore, this study focuses on how discussions related to information processing as a major role in the theory of framing effects in selected issues that are LGBT. The Lesbian, Gay, Bisexual and Transgender (LGBT) is a currently issue discusses among Malaysian community. It began when these minorities group began to demand their rights from the Malaysian government. And according to Malaysian Islamic law and constitution, LGBT certainly does not have any rights and privileges in Malaysia. As this is a taboo issue, wide of discussion on this issue has become more frequent on the mass media as well as on social media. Audience has begun to discuss the issue openly and this indirectly influence the thinking of the Malaysian audience on this taboo issue. Using some experimental pilot data, we will discuss in-depth how the information processing through framing theory discuss on LGBT issues. The results of this study show how the interpretations and reactions of Malaysian audiences on LGBT issues in turn provide a preliminary picture of how the effects of media exposure indirectly influence the psychology of individuals.

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