DETERMINING PUBLIC SAFETY FRAME FROM THE PERSPECTIVE OF COGNITIVE RESPONSE AND AUDIENCE EXPRESSION

Currently, the uses of mass media such as newspapers are still considered effective to the public, despite competing with new media such as the internet. According to the media reports in 2012, rating of the usage of newspapers continued to provide the highest percentage compared to other forms of media. Newspapers also have a huge influence on the public, especially for shaping public opinion and perception. Thus, framing is seen as one of the indicators that are effective in shaping the perception of social reality in the society as well as affect the expression, cognition and behaviour of the public. This study observed the implications of framing to cognition and expression changes of the public. The study which focuses on short-term memory using the example of the positive, neutral as well as negative news frame has two main objectives. The first is to identify the implication of news framing of public safety news which is positive, negative and neutral to changes in cognition of reader. Secondly to identify the implication of news framing of public safety news which are positive, negative and neutral in changing the expression of the reader? The method used in this study is quasi-experimental. The quantitative analysis was done using multivariate analysis. At the end of the study, understanding will be gained on framing that influences the changes of cognition and expression of reader.