'This is not gambling but gaming': Methods of promoting a lottery gaming company in a Malaysian daily

Because of its gambling nature, lottery gaming has been associated with bankruptcy, the destruction of families, crime and gambling addiction. Despite these stigmas, a Malaysian lottery company has managed to brand itself, especially its gambling activities, in a positive way. Using Fairclough's framework of analysis, the methods used to present this lottery company and its activities in a positive light are deconstructed by examining its contents in an influential daily newspaper. The false positive associations of the lottery company revealed in the analysis suggest that the lottery company is likely using the newspaper as a subliminal messaging media to promote its activities, thus indicating a possible compromise in journalistic and editorial integrity.