Our third point is that the call to de-Westernise Media Studies is naïve, ignores history and the long patterns of global interconnectedness that have mutually formed the West/Rest. The second line of enquiry raises questions about the emergence of new academic disciplines and their intellectual offerings. The first point of critique challenges the putative singularity of the West. We critique this approach through six inter-related arguments. While de-Westernisation is an interesting political intervention in media theory, analytically it offers little. Consistent with the media development theory, the proposed framework enables researchers to reflect the state development aspirations in a holistic manner. Thus, it is recommended that future studies continue to investigate similar issues in different newspapers by adopting a more comprehensive conceptualisation of development which is presented in the news reporting. In conclusion, news concerning the Sarawak Malays was given fair coverage by the newspapers despite being owned by the Melanaus. The news patterns also suggest a patriarchal relationship between leaders and community which is the basis for social activities among the Sarawak Malay community. Findings indicate that the Sarawak Malays are mostly reported in news concerning community activities, followed by court and crime news physical development and human development education and sports. This study incorporates the analysis of news patterns and interviews with the editors. Using content analysis, data collected were classified into 18 news categories. An English newspaper, The Sarawak Tribune, owned by a Melanau with political links to the Sarawak government was chosen. This study examined the media portrayal of Sarawak Malays in the year 2000 and the role of newspaper owners in the selection and publication of news. Research has focused on newspaper content and news pattern using the development media framework but few studies have investigated the impact of ethnicity on newspaper content.
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