A review on the portrayal of Generational Endgame (GEG) through digital media narratives and its impact towards the public health sector in Malaysia / Nur Syahidah Samsuddin

In Malaysia, smoking is predominantly a male problem with approximately two out of every five men are smokers and more than 27,200 smoking-related deaths are reported annually. Tobacco consumption will lead to the cause of cancer such as lung cancer and mouth cancer, and it contributes to 22% of cancer deaths. Nevertheless, the coverage of this campaign in the media, particularly digital media, is very low and most people are not aware of the real purpose of Generational Endgame. Thus, the aim of this study is to explore the digital media narratives on Generational Endgame policy and its impact towards the public health sector in Malaysia. This study employed a qualitative method, by reviewing 15 journal articles related to the Generational Endgame and media that have been selected through Google Scholar from 2019 onwards. The research findings suggest that Generational Endgame in Malaysia received less coverage from media and there is a limitation of information regarding the good side of being tobacco-free towards individuals and country. Digital media is not just a bystander, but it is an active platform in disseminating the information of public health. In making the policy come true, all parties including the media must contribute by educating, disseminating information, and explaining the outcomes of the Generational Endgame. It is to ensure the understanding of the policy among all individuals, especially the young generation in Malaysia.