The Malaysian newspapers construct a discourse in support of an established social norm of traditional family roles in caring for family members – particularly, elderly people who are on the rise throughout the world – something the government supports as well, as it relieves it of any obligation to elderly citizens. The role of journalists in the rekindling of familial piety can be linked to development journalism that emphasises the media's partnership with the government as care of older family members absolves the government from the cost of care associated with an increasingly ageing population.