Impact of television drama from audience reception perspective
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 indust...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Elsevier Ltd.
2014
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| Online Access: | https://repo.uum.edu.my/id/eprint/13022/1/pro23.pdf |
| _version_ | 1803626520379392000 |
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| author | Mustaffa, Che Su Md Salleh, Ilias |
| author_facet | Mustaffa, Che Su Md Salleh, Ilias |
| author_sort | Mustaffa, Che Su |
| collection | UUM |
| description | 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. |
| first_indexed | 2024-07-04T05:51:28Z |
| format | Article |
| id | uum-13022 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:51:28Z |
| publishDate | 2014 |
| publisher | Elsevier Ltd. |
| record_format | dspace |
| spelling | uum-130222016-05-23T07:06:25Z https://repo.uum.edu.my/id/eprint/13022/ Impact of television drama from audience reception perspective Mustaffa, Che Su Md Salleh, Ilias P Philology. Linguistics 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. Elsevier Ltd. 2014 Article PeerReviewed application/pdf en cc_by_nc_nd https://repo.uum.edu.my/id/eprint/13022/1/pro23.pdf 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 http://dx.doi.org/10.1016/j.sbspro.2014.10.280 doi:10.1016/j.sbspro.2014.10.280 doi:10.1016/j.sbspro.2014.10.280 |
| spellingShingle | P Philology. Linguistics Mustaffa, Che Su Md Salleh, Ilias Impact of television drama from audience reception perspective |
| title | Impact of television drama from audience reception perspective |
| title_full | Impact of television drama from audience reception perspective |
| title_fullStr | Impact of television drama from audience reception perspective |
| title_full_unstemmed | Impact of television drama from audience reception perspective |
| title_short | Impact of television drama from audience reception perspective |
| title_sort | impact of television drama from audience reception perspective |
| topic | P Philology. Linguistics |
| url | https://repo.uum.edu.my/id/eprint/13022/1/pro23.pdf |
| work_keys_str_mv | AT mustaffachesu impactoftelevisiondramafromaudiencereceptionperspective AT mdsallehilias impactoftelevisiondramafromaudiencereceptionperspective |