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...

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Main Authors: Mustaffa, Che Su, Md Salleh, Ilias
Format: Article
Language:English
Published: Elsevier Ltd. 2014
Subjects:
Online Access:http://repo.uum.edu.my/13022/1/pro23.pdf
http://repo.uum.edu.my/13022/
http://dx.doi.org/10.1016/j.sbspro.2014.10.280
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Institution: Universiti Utara Malaysia
Language: English
id my.uum.repo.13022
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spelling my.uum.repo.130222016-05-23T07:06:25Z http://repo.uum.edu.my/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 http://repo.uum.edu.my/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
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic P Philology. Linguistics
spellingShingle P Philology. Linguistics
Mustaffa, Che Su
Md Salleh, Ilias
Impact of television drama from audience reception perspective
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.
format Article
author Mustaffa, Che Su
Md Salleh, Ilias
author_facet Mustaffa, Che Su
Md Salleh, Ilias
author_sort Mustaffa, Che Su
title Impact of television drama from audience reception perspective
title_short 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_sort impact of television drama from audience reception perspective
publisher Elsevier Ltd.
publishDate 2014
url http://repo.uum.edu.my/13022/1/pro23.pdf
http://repo.uum.edu.my/13022/
http://dx.doi.org/10.1016/j.sbspro.2014.10.280
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