An Investigation of the Use of Language, Social Identity and Multicultural Values for Nation-Building in Malaysian Outdoor Advertising
The mass media in the form of advertising is extensively employed in the process of nation-building in Malaysia. Advertising has been used as an important tool for educating the public about State issues, ensuring diverse cultures are equally represented and the multicultural values are emphasized t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2019-01-01
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| Series: | Social Sciences |
| Subjects: | |
| Online Access: | http://www.mdpi.com/2076-0760/8/1/18 |
| _version_ | 1818196801022328832 |
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| author | Siti Nor Amalina Ahmad Tajuddin Noraini Zulkepli |
| author_facet | Siti Nor Amalina Ahmad Tajuddin Noraini Zulkepli |
| author_sort | Siti Nor Amalina Ahmad Tajuddin |
| collection | DOAJ |
| description | The mass media in the form of advertising is extensively employed in the process of nation-building in Malaysia. Advertising has been used as an important tool for educating the public about State issues, ensuring diverse cultures are equally represented and the multicultural values are emphasized to the fullest. The objective of the present study is to investigate how outdoor advertising, particularly billboards, promotes the language, social identity, and multicultural values of Malaysian society for nation-building. In Malaysia, the extensive use of advertisements has been argued as one of the most powerful mechanisms to enhance Malaysian identity, foster interactions and thus contribute to the process of nation-building even though it is portrayed in a banal and routine way. To achieve its objective, this paper utilizes semiotic methodology to examine 11 billboards to understand the relationships between texts and visuals that communicate messages to the public. The findings revealed that the billboards do not only communicate pro-social messages, but also reflect the language, social identity and multicultural values of Malaysian society towards nation-building. This study expands the work of outdoor advertising within the Malaysian society and contributes to Semiotic Analysis by examining textual-visual elements of billboards. |
| first_indexed | 2024-12-12T01:39:51Z |
| format | Article |
| id | doaj.art-44b1fdd21c314cb98de2a2ab078e8d0d |
| institution | Directory Open Access Journal |
| issn | 2076-0760 |
| language | English |
| last_indexed | 2024-12-12T01:39:51Z |
| publishDate | 2019-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Social Sciences |
| spelling | doaj.art-44b1fdd21c314cb98de2a2ab078e8d0d2022-12-22T00:42:44ZengMDPI AGSocial Sciences2076-07602019-01-01811810.3390/socsci8010018socsci8010018An Investigation of the Use of Language, Social Identity and Multicultural Values for Nation-Building in Malaysian Outdoor AdvertisingSiti Nor Amalina Ahmad Tajuddin0Noraini Zulkepli1Department of Communication and Media, Faculty of Languages and Communication, Sultan Idris Education University, Perak Darul Ridzuan 35900, MalaysiaDepartment of English Language and Literature, Faculty of Languages and Communication, Sultan Idris Education University, Perak Darul Ridzuan 35900, MalaysiaThe mass media in the form of advertising is extensively employed in the process of nation-building in Malaysia. Advertising has been used as an important tool for educating the public about State issues, ensuring diverse cultures are equally represented and the multicultural values are emphasized to the fullest. The objective of the present study is to investigate how outdoor advertising, particularly billboards, promotes the language, social identity, and multicultural values of Malaysian society for nation-building. In Malaysia, the extensive use of advertisements has been argued as one of the most powerful mechanisms to enhance Malaysian identity, foster interactions and thus contribute to the process of nation-building even though it is portrayed in a banal and routine way. To achieve its objective, this paper utilizes semiotic methodology to examine 11 billboards to understand the relationships between texts and visuals that communicate messages to the public. The findings revealed that the billboards do not only communicate pro-social messages, but also reflect the language, social identity and multicultural values of Malaysian society towards nation-building. This study expands the work of outdoor advertising within the Malaysian society and contributes to Semiotic Analysis by examining textual-visual elements of billboards.http://www.mdpi.com/2076-0760/8/1/18nation-buildingoutdoor advertisingbillboardbanallanguagesocial identitymulticultural valuessemiotic analysis |
| spellingShingle | Siti Nor Amalina Ahmad Tajuddin Noraini Zulkepli An Investigation of the Use of Language, Social Identity and Multicultural Values for Nation-Building in Malaysian Outdoor Advertising Social Sciences nation-building outdoor advertising billboard banal language social identity multicultural values semiotic analysis |
| title | An Investigation of the Use of Language, Social Identity and Multicultural Values for Nation-Building in Malaysian Outdoor Advertising |
| title_full | An Investigation of the Use of Language, Social Identity and Multicultural Values for Nation-Building in Malaysian Outdoor Advertising |
| title_fullStr | An Investigation of the Use of Language, Social Identity and Multicultural Values for Nation-Building in Malaysian Outdoor Advertising |
| title_full_unstemmed | An Investigation of the Use of Language, Social Identity and Multicultural Values for Nation-Building in Malaysian Outdoor Advertising |
| title_short | An Investigation of the Use of Language, Social Identity and Multicultural Values for Nation-Building in Malaysian Outdoor Advertising |
| title_sort | investigation of the use of language social identity and multicultural values for nation building in malaysian outdoor advertising |
| topic | nation-building outdoor advertising billboard banal language social identity multicultural values semiotic analysis |
| url | http://www.mdpi.com/2076-0760/8/1/18 |
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