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From warrior queen to the fairest of the fair: Imaginations of Malaysian women in tourist brochures

Abdul Razak, Norhanim and Ibrahim, Johan Afendi and Abd Shukor, Suryati (2014) From warrior queen to the fairest of the fair: Imaginations of Malaysian women in tourist brochures. In: Seminar on National Resilience 2014 (SNAR 2014), 23 December 2014, Premiera Hotel, Kuala Lumpur.

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The aim of this paper is to analyse the portrayal of women in the Malaysian promotional brochures. The assessment focuses on how Malaysian women have been imagined in tourism brochures promoting two states, Sabah and Kelantan.The brochures promoting these two states published from 1969 to 2014 were examined using content analysis method. Among the key findings of this paper include the portrayal of the Kadazan Dusun women in Sabah as attractive and intimately connected to a local beauty pageant and the Malay women in Kelantan as brave, graceful and closely linked to a legendary warrior and traditional performing arts.Other depictions include women involvement in traditional music, dances, handicrafts, spiritual rites and as sellers in the local markets.From a holistic perspective, it is identified that women from different ethnic groups in Malaysia have been presented in tourism brochures over the years so as to promote ethnic and cultural tourism as their unique attributes can accentuate ethnic identities. In fact, the depiction of multi ethnic women has been exploited since the earliest brochure publication prior to the launched of the promotional campaign “Malaysia Truly Asia” which focuses on multiculturalism as its primary attraction.

Item Type: Conference or Workshop Item (Paper)
Additional Information: e-ISBN: 978-967-0193-11-3 Organized by: Institut Pemikiran Tun Dr. Mahathir Mohamad, Universiti Utara Malaysia
Uncontrolled Keywords: Women; Representation; Tourism Promotion; Orientalism; Multiculturalism; Content Analysis
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HQ The family. Marriage. Woman
Divisions: College of Law, Government and International Studies
Depositing User: Mrs. Norhanim Abdul Razak
Date Deposited: 08 Apr 2015 04:33
Last Modified: 08 Apr 2015 04:33
URI: http://repo.uum.edu.my/id/eprint/13701

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