The role of cultural proximity on preference of Chinese Malaysians in Chinese film

• Main Authors: Kang, Hongzhe, Yasin, Megat Al Imran, Osman, Mohd Nizam, Ang, Lay Hoon, Li, Mengyu
• Format: Article
• Language: English
• Published: Human Resource Management Academic Research Society 2021
• Online Access: http://psasir.upm.edu.my/id/eprint/95612/1/The%20role%20of%20cultural%20proximity%20on%20preference%20of%20Chinese%20Malaysians%20in%20Chinese%20film_new.pdf; http://psasir.upm.edu.my/id/eprint/95612/; https://hrmars.com/index.php/IJARBSS/article/view/8620/The-Role-of-Cultural-Proximity-on-Preference-of-Chinese-Malaysians-in-Chinese-Film
• Institution: Universiti Putra Malaysia

This paper is to identify the cultural factors that contribute to the preference of Chinese Malaysians in Chinese films that attempt to maintain their cultural identity in the multicultural context of Malaysia. Because of the historical and cultural relationship between Chinese Malaysians and Chine...