Yvonne Jayasainan, Sheila and Hassim, Nurzihan and Khalid, Nur Leila (2014) An analysis of youth perception on women in a Malay romance film. Procedia - Social and Behavioral Sciences, 155. pp. 422-427. ISSN 1877-0428

Preview

PDF Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (319kB) | Preview

Abstract

The Malaysian film industry experienced trends driven by commercialization to cater to the growing Malay market.The need for audience pull for deteriorating Malay films created a shortage in plot diversity, resulting in stereotyped lead female roles to satisfy social expectations of a “traditional Malay woman”. This exploratory analysis examined the perception of Malaysian youth on the lead female role represented in a Malay movie and its impact on the respondents’ attitudes and beliefs.The researchers employed in-depth interviewing as well as focus group study with 33 individuals from rural and urban areas to capture their views.The findings indicated significant display of parasocial relationships that enhanced the engagement of audience members with fictional characters from the film.

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:	Parasocial interactions; media audiences; Malay films; attachment
Subjects:	P Language and Literature > PN Literature (General) > PN1993 Motion Pictures
Divisions:	School of Multimedia Technology & Communication
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	20 Jan 2015 03:18
Last Modified:	26 May 2016 06:51
URI:	https://repo.uum.edu.my/id/eprint/13065

Actions (login required)

View Item