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Impact of television drama from audience reception perspective

Mustaffa, Che Su and Md Salleh, Ilias (2014) Impact of television drama from audience reception perspective. Procedia - Social and Behavioral Sciences, 155. pp. 203-208. ISSN 1877-0428

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Mass media have influence on the ways people perceive the world. This assumption is entrenched in the Gerbner's cultivation hypothesis of television effects (1969).Thus, the purpose of this paper is to understand how the rapid process of cultural globalization affects Malaysia television industry and the Malays culturally.Collecting of data in this study adopted: content analysis.Results of the study showed that with rapid process of cultural globalization, Malaysian prime-time television dramas portrayed more Western values and lifestyles. Amongst the Malays, especially the youngsters, there were evidences of the adoption of other Western values like individualism and consumerism.

Item Type: Article
Additional Information: International Conference on Communication and Media 2014 (i-COME’14), Organised by School of Multimedia Technology and Communication, UUM, 18 - 20 October, 2014, Holiday Villa Beach Hotel and Resort, Langkawi, Malaysia.
Uncontrolled Keywords: Audience reception; television drama; globalization; Malay culture; Western Culture
Subjects: P Language and Literature > P Philology. Linguistics
Divisions: School of Multimedia Technology & Communication
Depositing User: Prof. Dr. Che Su Mustaffa
Date Deposited: 20 Jan 2015 01:08
Last Modified: 23 May 2016 07:06
URI: http://repo.uum.edu.my/id/eprint/13022

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