Engaging with Second Chances: How Familiarity, Stigma, and Media Exposure Shape Public Attitudes towards Ex-Prisoner-Focused Social Enterprises

Social enterprises provide an effective method for tackling various social problems, including ex-prisoners in the domains of rehabilitation, reintegration, and the reduction of repeat offenses. While this business model is prevalent in other countries, it remains uncommon in Malaysia. This study aims to uncover the issue from the public perspective. Specifically, the objective of this study is to investigate the effects of familiarity with social enterprise models, stigmatization, and incidental news exposure on public attitudes towards ex-prisoner-focused social enterprise. Underpinned by Mere Exposure Effect Theory, Social Identity Theory, and Media Framing Theory, five hypotheses were developed and tested using partial least squares structural equation modelling on 139 cases. Results showed that familiarity with social enterprise models, stigmatization, and incidental news exposure significantly predict attitudes towards ex-prisoner-focused social enterprise. However, the moderation role of familiarity with social enterprise models was not supported for the relationship between incidental news exposure and attitudes towards ex-prisoner-focused social enterprise, and when it interacts with stigmatization. These findings contribute to the understanding of how media exposure, social stigmatization, and personal familiarity shape public perceptions of social enterprises that focus on ex-prisoner rehabilitation. The study highlights the need for targeted strategies to reduce stigmatization and leverage incidental media exposure to foster more supportive attitudes towards social enterprises that assist ex-prisoners.