Impact of television drama from audience reception perspective

• Main Authors: Mustaffa, Che Su, Md Salleh, Ilias
• Format: Article
• Language: English
• Published: Elsevier Ltd. 2014
• Subjects: P Philology. Linguistics
• 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
• Institution: Universiti Utara Malaysia

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...