*Chong Hoc Wei, Wang Changsong

Abstract:

This study examines how Malaysian online news organisations framed public calls to boycott McDonald’s Malaysia following heightened sensitivities surrounding the 2023 Israel–Gaza conflict. Although boycotts are widely discussed in consumer behaviour research, limited attention has been given to how news media construct boycott narratives, particularly within geopolitically charged contexts. Using inductive qualitative content analysis, the study analysed 48 news articles published between October 2023 and April 2024 across four major outlets—The Star, Berita Harian, Sin Chew Daily, and Malaysiakini. Through open coding, categorisation, and intercoder reliability testing (κ = 0.61–0.87), the analysis identified five thematic clusters comprising 19 distinct frames. Findings demonstrate how media outlets emphasised conflict, economic consequences, moral concerns, and corporate responses, shaping public interpretations of the crisis.

Keywords: Brand boycott, news framing, inductive content analysis, online news, McDonald’s Malaysia