Extended hierarchy-of-effect model and its application on Islamic reality shows towards Malay community in Malaysia

• Main Authors: Wok, Saodah, Ismail, Rizalawati, Azman, Zakirah, Latif, Siti Sakinah
• Format: Conference or Workshop Item
• Language: English; English
• Published: 2012
• Subjects: H61.8 Communication of information
• Online Access: http://irep.iium.edu.my/28441/1/Extended_Hierarchy_PAPER_2472012.pdf; http://irep.iium.edu.my/28441/4/abstract_saodah.pdf; http://irep.iium.edu.my/28441/
• Institution: Universiti Islam Antarabangsa Malaysia

This paper tries to explore the possibility of applying the Hierarchy-of-Effect-Model (Zajonc, 1980) on Islamic reality shows towards Malay community in Malaysia, which is a new phenomenon, compared to the other existing reality shows that are mushrooming. The objectives of the study are (1) To find...