MERGE Project

OFFICIATED BY:
YAB Datuk Wira Ir. Hj. Idris Haron
Chief Minister of Melaka

COPYRIGHT
© Faculty of Communication & Media Studies Universiti Teknologi MARA (UiTM)
All rights are reserved. No part of this publication may be reproduced or transmitted in any
forms or by any means, electronic or mechanical, including photocopy, recording, or in an
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Publisher.
Editor:
Noor Ashmalia Mohd Ashraff

Technical Editor:
Dzaa Imma Abdul Latiff
Siti Nasarah Ismail
Jihan Izzati Hasnan
Muhammad Azraei Abd Rahim

A publication of:
Faculty of Communication and Media Studies Universiti Teknologi MARA (UiTM)
KM25, Jalan Lendu,
78000 Alor Gajah
Melaka
ISBN No.: 978-‐967-‐0637-‐04-‐4

COLLOQUIUM PROCEEDING
MEDIA AND HERITAGE
(MERGE2014)
3 -4 March 2014
rd th
Avillion Legacy Hotel, Melaka Malaysia
Hosted by
Professional Project Committees
Faculty of Communication and Media Studies
Universiti Teknologi MARA, Melaka

In collaboration with
Library of Prime Minister’s Office (PMO)
Panel of Abstract/Full papers/Editors

Dzaa Imma Abdul Latiff
Siti Nasarah Ismail
Mohd Anwar Fahmi Haridas Abdullah
Shahril Anuar Abdul Ghalim
Maizura Manshor
Ilya Yasnoriza Ilyas
Siti Nur Farrah Faadiah AB Ghani
Fakhrul Nizam Jafri
Fazlul Haque Kamaruddin
Secretariat
WAN FADHLULLAH FARHAN B WAN FAUZI
ALIYA SORAYA BINTI SHAFIEE
MUHAMMAD AMIR AMSYAR B SAID
JIHAN IZZATI BT HASNAN
AZRAEI ABD RAHIM
NOOR ZUHAIREEN ZULAIKHA ZAKARIA
NUR SURAYA BT MOHAMED FUAD
SHAH HADFINA BT SHAHIMAN
NURAIN BT NOR AZMI
NUR IZZATI HAZWANI BINTI ISMAIL
AZYANI BINTI ARIPIN
CONTENT
No Title Page
i Preface ix
Media and Tourism
1. Effectiveness of Out-‐of-‐Home Advertising Towards Tourism Development in 1

Melaka
Nur Fatin Nabila Bt Harun, Nurliyana Bt Johari, Abdul Khaliq Bin Radzi, Muhammad
Salahuddin Bin Khirul Azami, Mohd Naquddin Bin Abu Bakar, Mohd Nur Iqhwan
Shaffiq Bin Safian & Shahril Anuar Abdul Ghalim
2. A Study of Awareness Between the Traditional Media and Social Media 11
Towards Media Tourism
Mohd Nazrin Bin Zanurin, Abdul Aziz Bin Abdul Mutalib, Syairazi Syafiq Bin
Badrulhisham, Ameerul Ashraff Bin Husni, Nur Fatin Binti Abdullah, Nur Farzana
Nurain Binti Mohd Faizal & Shahril Anuar Abdul Ghalim
3. Movie-‐Induced Tourism: A New Strategy to Promote Tourism 24
Jaszril bin Jen Muzakir, Jihan Izzati Hasnan, Shah Hadfina Shahiman,
Muhammad Naim bin Mukhtar, Azmeer bin Hamzah, Ameer Ashraf bin Ayub &
Shahril Anuar Abdul Ghalim
4. The Effect of Trip Advisor Website Towards Cultivating Tourism in Malaysia 34
Julia binti Johari Loh, Muhammad Nazirul Ikman bin Nasrudin, Nor Fakhira binti Md
Zaid, Nur Fatihah Nadia binti Nordin, Shahiirah Atiqah binti Sharom, Syazween binti
Mohd Sharif, Wan Amirul Amsyar bin Wan Ahmad Jailani & Shahril Anuar Abdul
Ghalim
5. The Role of Facebook in Developing a Country’s Tourism 46
Azni Harieza Binti Ahmad Azmi, Nurliyana Binti Amran, Nuradlin Syafini Binti Nawi,
Ummi Atiqah Binti Shadan Hadzri, Farah Izzaty Bte Mohd Firoz, Nor Fazeera Binti
Mohd & Shahril Anuar Abdul Ghalim
Media and Economy
6. The Involvement of Media in Emphasizing the Economy of Small and Medium 54
Enterprise
Nursyadatul bt. Mohd Shafie, Sharifah Nurisnadia bt. Syed Mohd Shahidi, Azureen bt.
Abdul Hadihalim, Khadijah Sabirah bt. Mohd Sofian, Nur Iman Nadira bt. Rohimmi, Umar
Shafiz b. Samsuri, & Siti Nasarah Ismail
7. The Role of New Media in Helping the Growth of Small Medium Enterprise 63
Azra Muqaffa Bin Abdullah, Mohd Shaiful Rizal Bin Mat Asri, Mohd Syafique Bin
Azhar, Mohd Zaim Zulqarnaen Bin Junaidi, Amelia Nadia Binti Azharul Nahar, Julia
Binti Mohamed Johan & Siti Nasarah Ismail
8. The Challenges Faced by Online Seller by Using New Media in Promoting 72
their Product
Kamelia Narisya bt. Mohd Aripin, Nur Fawa Adleen bt. Badrul Hisham, Wan Azreen
bt. Abdullah, Nurshakirah bt. Mustafa, Fatin Elyana bt. Amir Zaki, Abdul Rahim b.
Abdul Rahman, & Siti Nasarah Ismail
9. The Roles of Advertising in Promoting Malaysian’s Products to the 81
Consumers
Wan Anis Aqilah Bt Megat Zambri, Nor Suziana Bt Zainol, Nur Izzati Bt Firuz,
Abdul Mu’iz B Norhasdi, Fatin Bt Hasbullah, Sharifah Nur Fatin Bt Syed Ahmad Agil,
Muhammad Ridhwan B Ramli & Siti Nasarah Ismail
10. The Enrolment of Youth in Contributing the National Economy Sector 93
through Media
Ameira bt. Mohd Asri, Shahirah Aishah bt. Mohd Norhaiddin, Sharazade bt. Zulkifli,
Nurnaffiz Syahiddah bt. Zolkefli, Muhammad Shukry b. Ismail, Wan Fadhullah
Farhan b. Wan Fauzi, & Siti Nasarah Ismail
Media and Society
11. The Comparison Between New Media and Traditional Media in 99
Disseminating Cultural Information towards Society
Muhamad Fahmi B. Mohd Nor, Muhammad Zhafran Masduqi B. Hashim, Sharul Afifi
Ezwan B. Safiyi, Abira Bt. Ayub, Syed Muzammil B. Syed Ibrahim, Amir Mohammad
Haniff B. Azhar, Muhammad Firdaus B. Mohd Affandi, & Noor Ashmalia Bt. Mohd
Ashraff
12. The Impact of Social Media in Maintaining the Heritage among Society 108
Nur Izzati bt. Ismail, Khairunnisya Hanis bt Badrol Din, Nursyaheera Farhanny bt.
Shabudin, Che Haisyah bt. Che Hassan. Fatin Faziana bt. Mahdi, Muhammad
Zulhelmi b. Misdon & Noor Ashmalia Mohd Ashraff
13. Societies Nowadays Maintain the Readership of Old Age Media (Newspaper) 119
Khairun Bariyyah binti Khairuddin, Adam Ashnawi bin Zailan, Nur Izzati Hazwani
binti Ismail, Nurul Syazwani Ibrahim, Muhamad Ali bin Daud, Nurul Amalina binti
Mohd Roshdi, Mohd Haminuddin bin Mohd Hassan & Noor Ashmalia binti Mohd
Ashraff
14. Twitter As One of the Medium in Spreading Heritage News towards Society 132
Azyani bt. Aripin, Noreda Faryza bt. Md Yaacob, Nur Izzatul Alya bt. Zulkernai, Nur
Syazwani bt. Ahmad, Wan Nur Shahirah bt. Bakhrojin, Norazrin bt. Ab Hamid & Noor
Ashmalia Mohd Ashraf
15. The Effectiveness of Social Media in Promoting the Cultural and Heritage in 143
Melaka
Amir bin Nek Mohd Juhari, Wan Muhammad Amirul b. Wan Daud, Khairunnisaa’ bt.
Abdul Rahman, Shariffah Nur Amalina Aljunid bt. Syed Ahmad, Wan Nur Azureen bt.
Wan Akhmar, Fatin Nabila bt. Hatayudin & Noor Ashmalia Mohd Ashraff
Media and Education
16. Understanding TV Shows As A Tool in Teaching English Language: A Case 151
Study of Oh, My English
Lylatul Qadrina Yusman, Wan Siti Amalin Wan Mohamad Zakludin, Liyana Farina
Mohamed Zulkifli, Nur Nadhirah Jamil, Mardiana Ishak, Nurlily Abd Hadi Moy,
Noreena Emmilia Zainab Zakaria & Dzaa Imma Abd Latiff
17. The Importance of Bahasa Melayu As An Educational Medium Through Pelita 161
Bahasa Magazine
Che Nur Amirah Che Abd Rahim, Nurul Ashikin Abdul Halim, Nur Liyanah Md Desa,
Siti Aishah Abdullah, Amirrul Rabbani Rashid, Muhammad Riadz Akmal Rusdani &
Muhammad Marzuqi Mazlan & Dzaa Imma Abd Latiff
18. The Significance of Learning and Acknowledging Jawi through Utusan 173
Melayu Mingguan towards Young Adults
Siti Aisyah binti Rosli, Nabilah binti Mohd Zubir, Nurul Ezany Hanim binti Hussin,
Nurul Izzati binti Kamarul Ariff, Norliyana Sukma binti Zaharudin, Muhammad
Ridhwan Hanif bin Roslan & Dzaa Imma Abd Latiff
19. The Understanding of English Language Program on Astro TVIQ As An 184
Educational Tool in Examination
Adam Firdauz Ahmad, Amirudin Saufi Mohd Sani, Darwin Mohd Arif, Muhamad
Syafiq Mohd Zai, Muhammad Zulkefli Sulaiman, Nur Madihah Zolkifli, Wann Nur
Alieya Ahmad Lotpi & Dzaa Imma Abd Latiff
Media and Independence
20. Combat Independence Day Advertisement: The Impact towards University 195
Students
Muhammad Aizzat Emir Shahran, Dhiya Qamarena Rezali, Fatin Nurafiqah Turino
Junaidi, Nur Shafiqah Ahamad Zainuddin, Nur Shamiera Zahid, Aflisa Zakaria,
Fakrulnizam Jafri
21. The Role of Newspaper (Utusan Malaysia) in Supporting Independence’s 204
Spirit Among Youth: “Suntik Kembali Semangat Merdeka” Article
Fatin Nursyafawani Bt Johari, Nadiatul Munawarah Bt Mahizan, Nor Zulaiha Binti
Rahim, Nur ‘Afirarina Bt Ariffin, Siti Fatima Bt Mohamed Yusop, Zulaiqa Syaza Binti
Zuraidi , Mr Fakrulnizam Bin Jafri
22. 1957 Hati Malaya: The Case Studies of Understanding Independence Among 212
Malaysian Youth
Siti Farah Hanan Binti Mohammad Rusli, Nur Rabiatul Adawiyah Binti Mohd Roszila,
Normasita Binti Hashim, Megat Abdul Hakim Bin Abd Aziz, Amirul Asyraff Bin Amri,
& Fakrulnizam Bin Jafri
23. The Comparison of Effect towards Independence Awareness on Teenagers 227
Between Book and Movie on Bukit’s Kepong Tragedy
Nadira Idris, Md Erromee Shah Rahmat, Amirul Mohd Sajadi, Nurul Syahirah Mohd
Nor, Nurul Shaheera Bahtiar, Mazatunnajuwa Mohd Zakaria, & Fakrulnizam Jafri
24. The Impact of Difference Between “Tanggal 31” and “Malaysia Baru” towards 245
New Generation
Zul Hakim bin Zulkifli, Muhammad Afiq bin Noor Huzaili, Muhammad Aizad bin
Noran, Nadhira binti Mohd Dhaki, Siti Athirah binti Md Yusof, Nurul Nadiah binti
Azuha, & Fakhrulnizam bin Jafri
Media and Art
25. The Roles of Melaka Hari Ini (MHI) in Promoting Melaka’s Prominent Places 253
Nurul Syuhaida Binti Ariffin, Nur Shereen Binti Mohd Anuar, Nur Syahida Binti
Harun, Eizaz Syafiqa Binti Ayon, Siti Nabilah Binti Ahmad, Mohamad Abdul Ghaffur
Bin Mohamad Zahari
26. Media’s Role in Promoting the Values of Morality Through Wayang Kulit 259
Eleena Rashidah binti Khalid, Nadzirah Amira binti Mohd. Affandi, Aiman
Maisarah binti Yahya, Nur Aisyah binti Yaakob, Teh Athirah binti Mohamed
Yusof, Nur Suraya binti Mohamed Fuad
27. How The Art of Architecture Can Attract Tourist in Melaka Using Media 265
Exposure
Fatin Syahira Samsuri, Mimi Syaqirah binti Rosli, Hafiza Rina binti Jemain,
Nurzufaraain Binti Zulkepli, Najihah binti Azhari
28 Patriotism Through Historical Literature: The Role of History Textbook in 269
Secondary School Among SPM Candidate in Malaysia
Aidil Fahmi Bin Azmi, Amirul Izham Bin Shahruddin, Muhammad Amir Raffiq Bin
Mansoruddin, Muhd Aizzuldin Bin Nolsam, Siti Nabilah Binti Ahmad Kamali, Nur Ain
Syahirah Binti Mohd Darus
29 The Role Of Poster In Advertising In Promoting A Movie 276
Aidil Fahmi Bin Azmi, Amirul Izham Bin Shahruddin, Muhammad Amir Raffiq
Bin Mansoruddin , Muhd Aizzuldin Bin Nolsam, Nur Ain Syahirah Binti Mohd
Darus, Siti Nabilah Binti Ahmad Kamali
30. Media Exposure Towards Freedom Of Art In Malaysia 280
Noor Suaidah Binti Mohd Arif, Wan Nur Aisyah Binti Darsani, Nadjwaa Binti
Nasaruddin, Nurul Aida Bt Azhari, Ariff Nur Ilham Bin Nordin, Muhd Qairil Fiqrin
Bin Rosnan
Media and Culture
31. The Roles of Media in Enhancing Martial Art (Silat) To the Highest Level 288
32. Baba Nyonya In Preserving Its Culture And Languange Among Malacca 297
Community
Nur Syahirah Binti Saiful Annur, Nur Amalina Binti Mohd Rosedy, Nur Zahidah Binti
Mazlan, Eliza Ezureen Binti Ahmad Tajuddin, Mohamad Aswad Bin Jalil, Rafiq
Ashyidiq Bin Abdull Aziz
33. How Broadcast Media Persuade Malays to Adapt to Western Culture 310
Nur Zahira Bt Zahir, Muhammad Bin Zulkarnain,Aina Amiera Bt Abd Rahman,
Hasnah Bt Yacob, Rahmanie Bt Kamarazaman, Siti Nooral Asyikin Bt Othman
34. Media Potrayal of Chitty Community in Malaysia 318

Arif Aiman Bin Othman, Mohamad Aizuddin Bin Mohamed Abdul Ghani, Nur
Alia Binti Zainuddin, Hazrynna Natasha Binti Hasnan, Elisa Haida Binti
Ismail, Ainul Syafiqa Binti M.Sabarital
35. The Effects of Cooking Show in Portraying Cultural Diversity in Malaysia 326
Nazmi Hakim Bin Mahmud, Muhammad Azraei bin Abd Rahim, Muhammad Azizul
bin Masthor, Mohamad Ali Rafiq bin Ibrahim, Anas bin Nong Lias, Wan Amirul
Syafique Wan Othman
Media and Development
36. How Television Helped in Promoting the Development of Malaysia: The Case 328
Study of RTM
Arisha Binti Mohd Adnan, Ikhwan Bin Jaffri, Mohamad Idzham Bin Zulkefly,
Muhammad Firdaus Bin Hamsi, Nur Amirah Binti Abdul Muttalib, Nur Athira Amzar
Binti Mohd Zainudin, Siti Syahirah Binti Mohamad Suhaimi
37. Media Role in Portraying Malacca As A Historical Place 338
Aizul Fazli B Zulkifli, Muhammad Faiz Bin Jamaluddin , Mohamad Dzulhelmi B
Mahasan, Noor Amirah Bt Ahmad Zamri, Raihana Safura Bt Abdul Halim, Wan Hanis
Sophia Bt Wan Halmi, Nurfarhah Lyanna Bt Rozaini
38. Mother Tongue Education for The Development of A Country: The Roles of 347
Printed Media
Nur ‘Athirah Binti Mohamed Yusof, Muhammad Fikri Bin Shahrudin, Noor Ainum
Ibnu Hajar Binti Abu Seman, Aliaa Zawani Binti Zainal Abidin, Siti Roahaya Binti
Mohd Nazir, Nuraqilah Syuhaidah Binti Che Mohd Supardi
39. The Perception of Media Practitioners on Media Censorship Towards 358
Country Development
Arifuddin Bin Ramlee, Fahmi Bin Mohd Fauzi, Ilyana Binti Mohd Taib Azmi,
Mohamed Imran Bin Mohd Ali, Muhammad Aiman Bin Khairudin, Raziuddin Bin
Rusli, Nik Shazrin Shah Bin Shahrizal
40. The Perception of Youth on 1957: Hati Malaya towards Country’s 369
Development and Its History
Anis Amira Binti Mohd Nazley, Elma Binti Azman, Muhammad Amir Amsyar Bin
Said, Nor Afzan Binti Mohd Salleh, Siti Zulaikha Binti Kamarudin, Nurain Bt Nor
Azmi
Media and National Security

41. The Impact of Malaysian Historical Films Towards The Unity of Malaysians 380
Alissa bt Nor Azman, Asmahanum bt A. Rahaman, Farah Hanan bt Azahar, Imran bin
Roslan, Mohammad Fitri bin Haizaddin, Muhammad Firdaus bin Rusli
42. The Impact of Social Media towards the National Security and Racial Unity 394
Aliya Soraya Binti Shafiee, Asifa Azra Binti Azuar, Farah Diyanah Binti Farok,
Muhammad Hazim Bin Adnan, Noor Syahirah Binti Fuad, Syafinor Arisha Binti
Norlee
43. The Possible Effects of Wikileaks on National Security and Malaysian 403
Heritage
Irfah Raihani Binti Mohamed Ariff, Noor Hafizah Binti Roslan, Nur Athirah Binti
Rosli, Nurfarhain Binti Noorazman, Saadiah Nadhirah Binti Abd Harith, Muhammad
Muzammil Bin Sanusi, Nur Ain Binti Mohd Nasir
44. The Effects of Propaganda Spreading by News Coverage towards Malaysia’s 414
Heritage and Communalism
Muhammad Hazim Bin Khaizuran, Noor Izzati Nadia Binti Mohd Zainal, Rokiah
Syaidah Binti Abdul Rahim, Syahiirah Binti Limat, Muhammad Syahrodza Muhafiqin,
Nur Bazla Binti Zailan
45. Effect of Cyber Attacks towards National Security 423

Nurhidayah Athifah Binti Ahmad, Sarah Binti Siswadi, Nurfatin Syamimie Binti
Mohd Zamri, Nur Athirah Tan Binti Mohd Rafie Tan, Intan Ezra Syahirah Binti
Roslan, Mohd Firdaus Bin Khalili
Media and Technology
46. The Effect of New Media on UiTM Students of Facebook and Instagram 437
Athirahfathiaharifin, Mohd Safiq Mohd Nor, Izzat Amir, Noor Syuhada, Farah Hanim,
Izrindasazlini&Ilyayasnorizarilyas
47. Negative Impact of Internet Towards Teenagers 446

Noor Zuhaireen Zulaika Zakaria, Nor Azirah Alyani Binti Awang, Auji Fasihah Binti
Azizi Mohd, Muhammad Hazim Sazali, Farah Izzaty Md Farid, Haziq Fikri Bin
Rohaizad
The Impact of Twitter Towards Students’ Face to Face Communication 458
48. Jamilah Abd Aziz, Amalia Syukrina Sahlan, Tuan Idruss Tuan Ruslan, Nurhidayah
Zainuddin, Muhamad Ifwat Ismail, Muhammad Izzat Amir Abdul Malik
49. Online News and the Increasing Tendency of Gadget Usage 465
Nur Elina Abdul Samad, Mohd Nawi Johan, Shafiqa Hasifa Shahdan, Nurizatul
Nasuha Azman, Tengku Fazira Engku Mud, Izzafi Islami Bin Izehari
50 The Impact of New Media on Generation Y Communication Skills 473
Liyana Fasri Syafi, Sarah Waheda Mohd Zaini, Tengku Puteri Izany, Alliza Ali Hossen,
Elya Nabilah Abdul Yazid, Nor Afifah Mustafa
51. Media Sebagai Agen Perubahan Sosial Dalam Masyarakat: Satu Sorotan Teori 479
Perubahan Sosial Dari Pelbagai Perspektif.
Aini Faezah Ramlan, PM. Dr. S Salahudin Suyurno, Noor Ahmalia Mohd Ashraff
Preface
Faculty of Communication and Media Studies is organizing a Colloquium and Exhibition

on the theme "Media and Heritage 2014", aimed at improving the sharing of information
and knowledge among students of Diploma and Degree at Higher Learning Education.
The colloquium is committed to academic research findings and educational
development, especially to educators. This program will be able to generate and increase
the research culture among students and lecturers. In addition, this colloquium will also
highlight the aspects of communication and media strategies in sustaining national
heritage.
The materials gathered in this document were presented in the Colloquium of Media and
Heritage, 2014 held on 3 to 4 March 2014 at Avillion Legacy Hotel, Melaka. The
rd th
Colloquium is addressing issues on media and heritage in Malaysia based on the

following theme:
Media and Tourism

Media and Economy
Media and Society
Media and Education
Media and Independence
Media and Art
Media and Cultural
Media and National Development
Media and National Security
Media and Technology
On behalf of the Organizing Committee, we would like to thank the keynote speakers,
panels of the forum, moderators, paper presenters, participants and individuals whom
have made this colloquium a success.
Thank You

Professional Project Advisor

4 March 2014
th

Colluquium of Media and Heritage 2014

SUB-TOPIC 1:
MEDIA AND TOURISM
THE EFFECTIVENESS OF OUT-OF-HOME ADVERTISING TOWARDS

TOURISM DEVELOPMENT IN MELAKA
Abdul Khaliq Bin Radzi, Nurliyana Binti Johari, Nur Fatin Nabila Binti Harun
Muhammad Naquddin Bin Abu Bakar, Muhammad Salahuddin Bin Khairul Azami,
Mohd Nur Iqhwan Shaffiq Bin Safian & Shahril Anuar Abd Ghalim
The objective of this research is to discover the effectiveness of out-of-home advertising

towards tourism development in Melaka. This research design is focus to qualitative
research where on this method the researcher can explore, examining and describing the
issue in what are they conducted. Through qualitative research, the researcher will
conduct an in-depth interview which is about 6 people will be interview with few sample
of question to find the answer specifically in our topic that is the effectiveness of out-of-
home advertising towards tourism development in Malacca. The interviewee will be
asked about their opinion and their knowledge on how far the function of out-of-home
advertising such as billboard can give information towards them in developing tourism.
This research will be conducted specifically in Malacca as our tourism theme research
from December 2013 until March 2014. This research will be hoped can be one of the
informative and reference towards the other student in conducting the other research in
the future.
Keyword: effectiveness, out-of-home advertising, tourism development.
INTRODUCTION
Out of home advertising are one of the ways to advertise occasion, business and
others. It reaches the audiences outside of their home. Out-of-home advertising is a very
important form of advertising as the ads are huge and are visible to one and all. Normally,
out-of-home advertising includes billboard, banner, poster and the advertising were put
on the bus, taxi and all other public places.One of the most important contributors is the
tourism industry. For tourism, they also used this method to advertise the place in order
to make them famous and recognize by the people around. For the advertisement, they
usually include the pictures, the facilities and all the uniqueness of the place. The
advertisement was also put up in order to convince and give more information to people
no matter where they are. Out-of-home advertising for tourism was also
1


used all over the world. There were also an association that were established to do an out-
of-home advertising for the tourism purposes.
Out-of-home advertising is more likely to be put on locations where tourist cluster

and attracted. Out of home advertising can be divided into two; one is the digital out of
home and non-digital out of home. Digital out of home are includes the addressable
screens, kiosk and others. Sometimes, the screens will be put up on the traffic so that
when the traffic is red, the drivers will have a time to look at the screens. Normally it will
feature the information about the place. Non-digital out of home includes posters, banner.
According to Department of Promoting on Tourism Melaka, out-of-home

advertising is one of the most efficient ways to promote attractive places events and that
will be held in Melaka. They put different approach according to different location. To
promote event and great places in cities, they will usually use mobile advertisement and
LED TV that mostly located at traffic lights whereas in the suburb, they will try to
attractpeople using banner and bunting because people in the suburb are usually attract to
this kind of advertisement.
PROBLEM STATEMENT
Out-of-home advertising can be integrated with tourism. There are a lot of efforts
being done for outdoor advertising; we can find billboards, moving advertisements (bus,
taxi and other public transportations) that promote historical locations in Malacca.
However, less people are interested with the outdoor ads and favours more on finding
great locations via internet.
According to Nielsen’s quarterly Global Ad View Pulse 2013 report, the internet
advertising investment growth was particularly impressive in the Asia-Pacific (33.2 per
cent) and Latin America (48.2 per cent). Internet even bucked the trend in Europe,
boasting growth of 10.4 per cent although TV still on top of the chart.
The advertisements are said not as strong to promote people. People are more
attracted to product out-of-home ads since it is interesting. Several methods have been
proposed in order to combat this. Perhaps the most popular of these is the simplest: in
order to promote events or places via out-of-home advertising; the tourism marketing or
advertising firm should revamp their advertising methods by approaching privatized
firms. Other proposal is to reduce the cost of out-of-home advertising for tourism as it
had less impact. There are a lot of out-of-home advertising to be found in Malacca,
however with less reception it reduce the number of investment towards this particular of
advertising. Action is needed in order increase the number
2


of investments towards out-of-home advertising or reducing unnecessary expenses for

Malacca tourism.
RESEARCH OBJECTIVE
RO 1 : To study the role of out-of-home advertising towards tourism industry in

Melaka RO 2 : To identify the effectiveness of out-of-home advertising in Melaka.
RO 3 : To determine the awareness of out-of-home advertising in tourism industry to

people in Melaka.
Digital out-of-home advertising
According to ISE Europe, 2009 Digital Out-of-home advertisements are

advertisements that uses interactive digital sign while provide guide, video and more.
Often can be spotted in malls where people can find shops via DOOH signs. Advertising
using a digital sign is a form of out-of-home advertising in which video content,
advertisements, and/or messages may be displayed on digital signs with a common goal
of delivering targeted messages, to specific locations and/or consumers, at specific times.
This is often called "digital out of home" or abbreviated as DOOH.
Basically, digital out-of-home advertising is one of the important strategy in

promoting events and great places of the places. LED TV that was usually put up at the
traffic lights and display screens in bus, certain building and mall are the two examples of
the digital out-of-home advertising.
In Melaka, DOOH can be found at many places as Tourism Melaka Department of

Promoting really putting many efforts in promoting their great places and events held in
Melaka. However there is only four LED TV that contains tourism information in Melaka
which is at Jalan Bendahara, Little India, Hatten Square junction and Mydin Ayer Keroh
junction. People that are passing by the traffic road usually notice the LED TV although
they have no interest on the board.
3


The benefits of out-of-home advertising
Out-of-home advertising has many benefits for tourism industry. One of the benefits
are the tourist can make the advertisement as reference for the vacation. Sometimes, the
tourists do not understand the language of the local people and television and it can
become a problem for the tourists to read the local newspaper and magazine. Most of the
advertising is put up in universal language which is English; therefore the tourist can
have more understanding about the place.
According to Chan, K., Cheng, B, (2011), out-of-home advertising are considered as

an excellent ways to reach mobile people who spend more time travelling and being
outside of home rather than staying at home. In Melaka, there is LED TV that was put up
near traffic lights so that when people are passing by, they can notice the board and read
the contents. With out-of-home advertising, the people can still have information about
the places, products and others. Unlike television or radios, out-of-home advertisement
cannot be turned off. In other words, out-of-home advertising is can be a constant
exposure. Next, the benefits of out-of-home advertising are the cost for putting the
advertisement is low. Out-of-home advertising is unsurpassed in its ability to supply
long-lasting impressions, coverage, reach and frequency.
In Melaka, out-of-home advertising is widely used for tourism part. Moreover, this
year is Visit Malaysia Year 2014, so they make a lot of advertisement to attract tourist
and Malaysian people. Out-of-home advertising was considered as one of the important
strategy to attract tourist and Malaysian people; outside Melaka region.
Out-of-home advertising effectiveness
Out-of-home advertising is one of the manual medium in advertising that can directly
give something informative toward people in some places. The effectiveness of some
advertising can be evaluated by the level of understanding and response about the
advertising. According to Colley (1961) as cited in an book by Kim,D proposed a model
of advertising process call DAGMAR which is defining advertising goals for measure
advertising and argued that all commercial communications must carry a prospective
customer through four level of understanding, from unawareness to awareness,
comprehension, conviction and finally action. The hierarchical sequence of effect model
beginning with awareness of advertising, proceeding through knowledge, liking,
preference, conviction and intention and ending with purchase. The related understanding
that can be an example of out-of-home advertising in Melaka is the advertisement must
have the criteria that can attract people who passing by the spot area. It must catch people
awareness and attention where when they see the advertisement it can make them
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interested to go to the place or event.
Research in tourism advertising has recognized that the impact of advertising is not
limited to actual visits but is extended to a number of psychological effects and
behavioral responses including destination image formation that may bring about a visit
in the longer term According to Weilbacher as cited in a book by Kim,D states that
research in tourism advertising must recognize that the impact of advertising extends
beyond actual visits to a number of psychological and behavioral responses including
destination images formation.
The response towards out-of-home advertising
Out-of-home advertising or out-of-home advertising plays a manual role in giving the

information to the society in much type such as in education, marketing, brand, tourism
and also health. Theories of Response are particularly focused on the effectiveness of
advertising campaigns in so far as they are able to increase the purchase of particular
goods and services. For tourism, mediating variables may include brand loyalty,
psychographic factors and the relative’s macroeconomic stability of the destinations and
generating countries (Wansink, 2004).) Individual response to advertising campaign
based on the destination awareness, visitation and visitor expenditure, the impact of
advertising is more far-reaching and may affect purchase decision in a longer time frame.
Result of a study of out-of-home billboard advertising suggest respondent who had a
positive attitude toward advertising in general seem to recall more out-of-home
advertisement than those who had negative attitude
According to Mehta,A (2000) People are tend to see out-of-home advertising when
they are in outside their house, when they go for shopping or travel they will see the out-
of-home advertisement maybe along the journey or in the transit media itself.The
travellers might also see a billboard for a travel plaza, which makes them realize that they
also have a need for gas or food. In Melaka they are the main billboards that promote
tourism which are at Jalan Bendahara, Hatten, Mydin junction at MITC and at Little
India. These billboards can give the information to the tourists who are passing by and
get information about tourism or event in Melaka. The relative importance of an
identified need depends on traveller characteristics (Mason, 1975).Travellers, driving
down a familiar highway, may remember certain facilities that provide the benefits
required to satisfy their need. But the same travellers driving on an unfamiliar highway
will search for signs or billboards that identify the appropriate facilities.
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The growth of out-of-home advertising and adapting into tourism advertising
Recent years have seen growth in outdoor advertising revenues. According to the
Outdoor Advertising Association of America, annual revenues were $2.8 billion in 1993;
over the following 10 years, expenditures almost doubled, increasing to $5.5 billion in
2003. As the researcher can see, the revenue of outdoor advertising increases in a
decade. Every country have their own development in tourism industry same as Malaysia
especially in Melaka. About four LED TV had been placed in Melaka to give the
information about Melaka tourism product. Thus, by increasing the investments for out-
of-home tourism advertisements, it would boost the country's tourism income.
The growth of outdoor advertising has included a considerable increase in the use
of non-traditional formats, including street furniture (e.g., bus shelters, kiosks),
alternative media (e.g., arenas and stadiums, airborne, marine), and transit (e.g., buses,
airports) (C.R. Taylor, G.R. Franke and K.B. Hae, 2006).The out-of-door advertising can
be in variable form. In Melaka there are a lot of ways to advertise tourism. The local
trishaw (beca) would be the best to advertise tourism in Malacca. The trishaw would
symbolise the local unique local culture as well. The growth out-of-home advertising as a
medium to deliver a message to the local or the tourist is very important toward Melaka
tourism industry because Melaka have a lot places to visit.
According to Jonathan Snyder (2011), billboards are more prominent than most
other signs due to their size and height. Local business ventures especially that relates
with tourism can promote their services and products with billboards. A billboard attracts
public outdoor which is passing by the road; indirectly the public know the information
about Melaka tourism product.
The effectiveness of out-of-home advertising on tourism development
Referring to Burkart and Meldik (1981), tourism is the sum of the phenomena and
relationship arising from the travel and stay of non-residents, so far as they do not lead to
permanent residence and are not connected with any earning activity. Out-of-home
advertising make a big deal for tourist in order for them get to the right destinations. Out-
of-home advertising had been proven effective as the tourism Promoting Department
using it as one of the important medium to reach tourist and people who are interested in
visiting the places.
Besides, out-of-home advertising can make local people and tourist aware of the
current event that are and will be held around Melaka. When the event is surrounded by
crowd, the out-of-home advertising about that event is considered successful. That means
people notice most of the advertisement that were put up by the organiser of that event.
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Out-of-home advertising can be very effective around a certain season to attract local
people to visit Melaka. For example, in Malaysia they have school holiday season, year-
end season, mid-year season and festivals season. Out-of-home advertising is
aggressively put up during those seasons to give the tourist and visitors as many
information about great places around Melaka.
RESEARCH THEORY
In this research, the researcher will be using the Media Ecology theory. According to
Media Ecology association, media ecology defined as the study of media environments,
the idea that technology and techniques, modes of information and codes of
communication play a leading role in human affairs. Media Ecology theory explains that
how media and communication process affect human perception, feeling, emotion, and
value. (West,H.Turner, 2010).
In this research, the researcher focusing on out-of-home advertising which is one of
the media environment influences on our tourist or society. Media Ecology Theory is the
most suitable theory that related to this research because it is about communication
through the medium; towards the community. The out-of-home advertising itself is a
medium affect human perception in Melaka tourism Industry. In this research, the out-of-
home advertising is to make people more conscious about out-of-home advertising that
promotes the tourism in Melaka
Based on the research of Marshall McLuhan on 1964, West and H.Turner on their
book of Introducing Communication Theory, it is stated that McLuhan creates a
catchphrase ‘the medium is the message’. The out-of-home is the medium for tourism
industry to deliver their message towards the society. Furthermore, based on the theory,
the type of medium is important in order to convey the message or the information about
the tourism product in promoting the tourism industry in Melaka.
METHODOLOGY
Research Design
For this research, the researcher used qualitative research in order to get the best findings.
Qualitative researchers focus their research on exploring, examining, and describing
people and their natural environments. The qualitative research that will be done is the in-
depth interview method, and also the information gathering in gaining information about
this topic research. Based on the foregoing discussion, it is possible to conclude that a
qualitative design is the most valuable for this purpose of this research.
Data Collection Strategy
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The unit of analysis for this research is the effectiveness of out-of-home advertising on
tourism development at Melaka. The researcher used two types of data collection strategy
which is random sampling and in depth interview. The reason why the researcher used
random sampling is because the topic is about perception and they need to collect
information no matter what the respondent background is. Besides that, the researcher
also used in-depth-interview to collect data for this research topic.
FINDINGS AND ANALYSIS
RQ1: What is the role of out-of-home advertising towards tourism industry in

Melaka?
Role of out-of-home advertising can be varying based on what the contents and
information provided. Some out-of-home advertising is can be very attractive and some
are not. According to respondent A, out-of-home advertising gives a big help to tourism
industry as they can come out with different way to approach the tourist to come and visit
Melaka. Different way means different target audience. He also added there are poster,
banner, bunting, LED TV and event mobile transit.
Out-of-home advertising one of the medium to promotes Melaka tourism product.

According to respondent B, out-of-home really gives a big help in tourism industry
because it helps the tourist or the locals passing by the road. It is also helps the tourism
promotion department to promote more Melaka tourism product. The out-of-home
advertising really helps the tourist to get the information about Melaka tourism.
Respondent C said he can understand the message through the out-of-home advertising
which is billboard. He also said that billboard the easiest way to deliver the message
about Melaka tourism. By seeing the out-of-home advertising such as billboard and
banner, the locals and tourist know the message that the tourism industry want to deliver.
Out-of-home advertising can get more attraction compared to printing advertising

such as brochure and flyers. Respondent A said that people nowadays are love to see
something that interesting and more colorful. He also said that by having the LED TV
and billboard the tourist and locals does not to hold lots of brochures and to know about
the Melaka tourism product. Tourists and locals can read the billboard when they are
driving and also they can watch a LED TV for a minute when they are stop for the traffic
light. Out-of-home advertising attract people to know about tourism in Melaka.
RQ2: Is out-of-home advertising is effective on promoting tourism industry in

Melaka?
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Out of home advertising can be very effective is the company or organization

using it in a full scale. It can really give out much information efficiently to the tourist
and visitor and attract them. According to respondent D,the tourists notice most of the
banner that feature tourism information about Melaka. However, they still used guide
book to find great places to visit.
Respondent C as a touristcan only give a couple example of out-of-home which is
banner andmobile transit advertisement. He usually notice advertising that is big and can
be seen from far. He also added that some advertisement do catch the people attention
because of the colours and pictures on the advertisement. However, most of the
advertisement only offers general information about Melaka and not the specific unique
and great place in Melaka.
According to respondent D, he does attend some of the events that are widely
spread through out-of-home advertisement because he assume that the event would be
interesting based on the advertisement. What keep him on going these events are, it really
give good impressions based on the ads. According respondent C, most of younger
tourists used internet to find great places to visit while older people tend to watch
television to find great tourism places. However, with the help of out-of-home advertising
it did make them aware of the events held around Melaka.
RQ3: Do people aware of out-of-home advertising in tourism industry around

Melaka?
Out-‐of-‐home advertising plays a role as medium to spread the information

about event or interesting places in Melaka. Through the interview from the
respondents, most of them said that out-‐of-‐home advertising is a medium to
advertiser to spread the news or information about something that happened in
Melaka which carry their target audiences among the tourists and also local people
who are passing by the spot area. Respondent A said that out-‐of-‐home advertising is
important as a promotion item to tell people on what are they going aim to catch
their objectives. While respondent C said that out-‐of-‐home advertising such as
billboard really help to get information or location that the people want to go.
Many people can give variety of responses when they see or face the out-‐of-‐
home advertising. Out-‐of-‐home advertising can give effect to the people who are
passing by the spot area either they like it and read it or they just ignore it.
Respondent D said that the positive effect when seeing the out-‐of-‐home advertising
such as billboard is they feels excited especially when they see an advertisement
about events or places that they never know happened in some state. So the
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advertisement can make people feel curious and want to go to the places or the
event.
Most of the advertisements those be showed have their objectives and

missions to spread the right information to their target audiences so the advertiser
can attract people in order to promote tourism in Melaka. The advertiser must give
the right information to their target audiences to catch their believed on the current
event that will be organized or the best place that have in Melaka. Respondent B
stated that give the right information is a one to one communication where people
who are passing by the spot area directly get the information about what they want
to know about the best place in Melaka.
The out-‐of-‐home advertisement can be elaborated in many ways especially in
the way the advertiser tell the contents and the design or formation of the
advertisement itself. This criterion plays an important role to make people
interested toward the out-‐of-‐home advertising such as the billboard itself.
Respondent A stated that the good content and good strategy of advertisement
delivery can make people want to see the advertisement especially when it comes to
the beautiful and gorgeous advertisement. Respondent C stated that people will
attract to something rare and amazing which is towards the billboard or mobile
transit advertisement itself.
The out-‐of-‐home advertising really gives the benefit to the people because
the fact is people need the advertising as their clue in finding the information. Most
of the respondent A, B, C and D agree that every person will get the benefit through
the outdoor advertising. The people who are passing by the spot area will directly
get the information when they saw the billboard or the mobile transit media. Same
as the advertiser themselves, they get the benefit through the profit and the
publicity where people know about their objective and the cooperation to promote
tourism in Melaka achieved.
CONCLUSIONS
All in all, out-of home advertising is one of the effective ways in order to promote
tourism industry around Melaka. The cooperation and supports of the people involves are
very important in order to make a good advertisement and indirectly give a good
information to the people. The effectiveness of out-of-home advertising are proven
through this research and hoping for the people to keep on aware on this type of
advertising. It has been efficiently use by many companies, organizations on order to
promote what they intend to promotes. This research paper can help in developing more
out-of-home advertising in Malaysia. The researcher hopes that this research helps
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convincing government to widen out-of-home advertising in tourism industry in Melaka

especially and Malaysia.
References
Abhilasha Mehta. (May, 2000). Advertising attitudes and Advertising effectiveness.

Journal of Advertising Research. Retrieved from
http://gandrllc.com/reprints/advertisingattitudesandadvertisingeffectiveness.pdf
Brian Wansink (June 2004). Stopping decision of traveller, Tourism Management.

VOLUME 25. Issue 3. Retrieved from
http://www.sciencedirect.com/science/article/pii/S0261517703001432#
Chan, K., Cheng, B (2011) International Journal of Consumer Research: Awareness of

outdoor advertising in Hong Kong, Retrieved
http://www.coms.hkbu.edu.hk/~karachan/file/IJCR_Billboards_R.pdf
Charles R. Taylor, George R. Franke, and Hae-Kyong Bang (2006), The Journal of
Advertising, Retrieved 9 January 2014 from
http://www.vallavision.com/downloads/TaxiAdvertisingEffectiveness.pdf#page=75
Dae-Young Kim (July 14, 2005). Modeling Tourism Advertising Effectiveness, Journal of
Travel Research. Retrieved from http://jtr.sagepub.com/content/44/1/42.full.pdf+html
ISE Europe, (2009). DOOH - Digital Out of Home. ISE Europe. Retrieved 2009-03-19.
From http://www.iseurope.org/home.php?site=DOOH
Opree,SJ, Burkart, and Meldik (1981). Advertising Phenomenon in Tourism Related to

Materialism in People Frequency Exposed to Advertistment. Retrieved 26 June 2013
from www.ncbi.nlm.gov
Richard West, Lynn H. Turner (2010). Introducing Communication Theory: Analysis and
Application, 4 Edition. New York, McGraw-Hill.
th
A STUDY OF AWARENESS BETWEEN THE TRADITIONAL MEDIA AND

SOCIAL MEDIA TOWARDS MEDIA TOURISM
Mohd Nazrin Bin Zanurin, Abdul Aziz Bin Abdul Mutalib, Syairazi Syafiq Bin
Badrulhisham, Ameerul Ashraff Bin Husni, Nur Fatin Binti Abdullah, Nur Farzana
Nurain Binti Mohd Faizal & Shahril Anuar Abdul Ghalim
The purpose of this research is to identify the awareness of traditional media and social
media towards media tourism. There are many traditional media includes newspaper,
11


television, radio, magazine and tabloid. While social media includes Facebook, Twitter,
Instagram, Bloggers and others. The researchers try to identify whether this two popular
media created the public awareness towards media tourism. There are three types of
methodology that been used by the researchers to conduct this research which are
research design, data collection strategy and data analysis. According to Gill, etc. (2008),
there are a variety of methods of data collection in qualitative research, including
observations, textual or visual analysis (examples from books or videos) and interviews
(individual or group). In data collection strategy, the researchers used unit of analysis,
purposive sampling and in-depth interview strategy to collect the data. In general, all the
traditional media and social media can help to promote Malaysian tourism industry and
create awareness to the people about Malaysia tourism industry. In addition to the visit
Malaysia 2014, all the social media and traditional media can help create the awareness
among foreign tourists about Malaysian tourism industry.
Keywords: tourism industry, social media, traditional media, media tourism.
INTRODUCTION
Media is the plural form of a word borrowed directly from Latin which the
singular of Medium, an early developed meaning of “intervening agency, means, or
instrument” and was first applied two centuries ago. There are two types of media, which
is traditional media, or legacy media and new media. Mass media plays a crucial role in
connecting the world of individuals. It has the ability to reach wide audiences with strong
and influential messages, which affect upon society.
Traditional media or legacy media traditional means of communication and
expression that have existed since before the advent of the new medium of the Internet.
Industries that are generally considered part of the old media are broadcast and cable
television, radio, movie and music studios, newspapers, magazines, books and most print
publications.
New media refers to on-demand access to content anytime, anywhere, on any
digital device, as well as interactive user feedback, and creative participation. Another
aspect of new media is the real-time generation of new, unregulated content. Most
technologies described as "new media" are digital, often having characteristics of being
manipulated, networkable, dense, compressible, and interactive. An example of new
media is the Internet, websites, computer multimedia, video games, CD-ROMS, and
DVDs. New media deals with the issue of things being new, many argue that new media
technology such as mobile phones is actually just a regeneration of old media and so
therefore it is not new.
“It is no secret that I believe the new media plays an important role in our political
and civic future.” said Dato Seri Najib Tun Razak, as reported by Bernama News in
12


2009. What researcher are witnessing today is the emergence of a global culture in which
information and access to information will be the factor that determines which way
power and prosperity will go. A global system transcends national borders and
institutions and allows people to gain knowledge at the press of a few buttons.
PROBLEM STATEMENT
In the early days, people gathered around the radio set in the evening to listen to
popular network programmes. When television finally became a living room reality,
people sat around TV sets watching their favourite shows. In 1969, both radio and
television were grouped under the Ministry of Information. The pace of development
quickened, and it was then that round the clock radio services in various languages
started. All these worked until a decade ago when new media emerged with all the
fanfare of technological innovation.
The emergence of blog streams is a reflection on society’s awareness of the
importance of information dissemination. Unfortunately, this ‘leeway’ has provided room
for manipulation by irresponsible users. The trials and tribulations created by new media
have affected society and nation. Repercussions are reflected in people’s thinking.
This research is to study the awareness between the traditional media and new
media towards media tourism. Generally many tourism companies nowadays are
promoting their advertising using a new media because it is easy and have more user than
traditional media. The purpose of this study is to know which media have more
awareness towards media tourism with the help of these research questions:
What is the benefit of promoting the media tourism?

What is the role of both media towards tourism?
What are the effects of both media towards tourism?
RATIONALE AND SCOPE OF STUDY
People nowadays are likely to spend their vacation trip with family and friends.
They are more likely to search for a trip vacation at website or in traditional media such
as newspaper or any magazines. However the traditional media and social media are
useful to developing the media tourism.
In this case study, researcher likely to find whether people are more likely to be
aware between the traditional media or social media towards media tourism. Recently
people are more likely to use most of their time with social media to find and to know
any information that happened in the life time. But the traditional media is also important
in order to promote the Tourism Malaysia because mostly the senior citizens are using the
traditional media to search information. The researcher wants to make a research whether
people nowadays are more likely to find the information of tourism Malaysia using
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traditional media or social media.

Our scope of study is lecturers and students from Faculty of Hotel and Tourism
Management and Faculty of Communication and Media Studies around UiTM Melaka,
Alor Gajah.
Traditional Media in Malaysia
According to Dr A. Mustafa (2007), the first newspaper that was published in

Malaysia was the English-language Government Gazette, which was later christened as
the Prince of Wales Island Gazette (PWIG). Virtually all of the early newspapers, English
language or vernacular, were published in the three Straits Settlement states of Singapore,
Malacca and Penang.
There are reasons for the lack of newspapers published for the locals and in the
Malay language during this period. Firstly, the poor economic status of the local,
particularly Malay, community made it uneconomical for any commercially motivated
publisher to start a paper in the Malay language. Secondly, formal education was still
non-existent for most people, which meant that literate people were very small in number
and therefore made for a constrained market.
Said Dr A. Mustafa (2007) again, it was not until 1876 that the first Malay
weekly, Jawi Peranakan, was published in Singapore. The Jawi Peranakan and a few
other Malay publications such as Al-Imam (1906-08), Utusan Melayu (1907-21), and
Lembaga Melayu (1914-31) substantially helped to provide intellectual, political and
religious leadership in the Malay community by highlighting issues regarding the
development of the Malay community. At about the same time, Singai Warthamani, the
first Tamil newspaper published in British Malaya in 1875, joined subsequent
publications by concentrating on social issues that concerned the Indian community,
particularly issues that revolved around rubber estates. In Sarawak, the first Malay
newspaper, Fajar Sarawak, was published in 1930, and Chinese language newspapers
Shen Won Kie Min Sing Pao and Xi Min Ri Bao were published in 1913 and 1927
respectively.
According to Zaharom (2000), the media in Malaysia have grown rapidly in the
past twenty years, particularly during the 1990s, when new terrestrial, cable, and satellite
television networks and newspaper emerged. The situation currently in Malaysia today is
majority of baby boomers (people who born in between the years 1946 and 1964) and
some of generation X (people who born in 1960 to the early 1980) who still likely to use
the traditional media to receive the information because most of them are not used to the
social media.
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Social media in Malaysia
Social media in Malaysia begins to spur when Face book and Twitter is
experiencing a massive rise in number of visitors and overtook Friendster in June 2009.
In Malaysia, social networking accounts for one third of all time spent online where 78%
of Malaysian Internet users spend their time on Facebook and 51% on Youtube.
According to Kemp (2012), 90% of Malaysian Internet users have access to social
media sites. Malaysians are considered as ‘very friendly ‘online as they have the highest
average number of friends on social networks in the world. Malaysian Facebook users
have an average of 233 friends which is nearly 80% higher than the global yardstick.
Malaysians also prefer to surf the Internet than to watch television, and they are spending
twice as much time on their online activities. 80% of Internet users in Malaysia stream
online video content each month and 51% have an active YouTube profile. With the
popularity of social media growing steadily in Malaysia, it is expected that one third of
the country’s Internet traffic is caused by social sites.
According to Internet World Stats (2012), Malaysia with a population of 28.73
million, had 17,723,000 Internet users, with 61.7% Internet penetration. When the
Internet was first introduced to Malaysia in 1995, only about one in a thousand
Malaysians had Internet access. The number of the Internet subscribers in Malaysia is
expected to rise as it moves further towards advanced information, communications and
multimedia services. Malaysian citizens spend an average of 19.8 hours per week using
the internet.
Social media usage in Malaysia is skyrocketing. Indeed social media changed the
Malaysian life especially in terms of socializing aspects and Malaysian was
acknowledged as one of the heaviest users of social media in the world.
The benefits of promoting tourism industry using media
“The power and popularity of social media on the internet for commerce and
communication allows industry players to connect with hundreds of millions of users
around the world.”
Based on the journals by C. Tinacho (2011), the benefits of promoting tourism
using media is because through media, there are no barrier for every media users around
the world to commerce and communicate with each other. Without any obstacles to
communicate, tourism industry can attract any media users in the world. For example, by
using Facebook or Twitter, tourism agencies can promote interesting travel places widely
because there are millions of users around the world can see their promotions.
According to T Rifai (2010), development opportunities through tourism are on
the rise in least developed countries and represent an important factor for the overall
national growth. In spite of its proven contribution to global economic growth and
15


development, the sector still lacks political and economic recognition and support.
By using several of media channel, tourism industry can help to contribute
towards economic growth and development. This opportunity happens because of the fast
growth of tourism industry. It becomes a trend for every country to promote their unique
identities in order to attract more visitors.
According to Y.S Chan (2013), Malaysia’s ministry put 80% of its tourism
promotion budget into social media, demonstrating the importance organizations now
attach to it”
Social media continues to grow rapidly, offering global consumers new and
meaningful ways to engage with the people, events and brands that matter to them.
Therefore, social media can be a powerful tool to promote tourism industry to eyes of the
world. It also allows the industry to harness the power of word-of-mouth, and the power
of images by promoting photo-sharing amongst tourists. It offers storytelling, which is an
effective marketing tool, as people see the images in the context of fellow travelers and
their experiences. According to Nielsen (2012), internet users continue to spend more
time with social media sites than any other type of site, roughly 20 percent of their total
time online via personal computer (PC) and 30 percent of total time online via mobile.
This means that many online users are spending most of their time in social media. The
tourism agency or government can make a benefit through it by making advertising in
social media to promote interesting places in Malaysia so that people in any part of the
world can see it.
Both Media Has Its Own Strength Towards Tourism Industry
The statement below shows that both media has their own speciality and strength
towards tourism industry and towards traveller. Traditional media used to help traveller
towards searching information about some places by using newspaper, magazine,
brochures and many more. It comes handy for the suburban places to earn information or
some people and places which are hardly use the internet and World Wide Web. While
the new media which is mostly visual media such as television, radio, website, video log
which it is mostly from the urban and city. This media known as modern media and new
generation most likely use this media to find information.
These issues also support by Anamaria Ravari which she said that “Tourists
usually decide on the destination first, based on what they have heard or seen from
media. Having decided on the destination, whether it is France, Spain, South Africa,
Thailand, Maldives or Sri Lanka, they then seek specialist assistance to decide on the
accommodation, travel arrangements, tour guide support etc. Both old and new media
contributes immensely towards achieving this objective.”
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Using available technology and social media we can now communicate and
interact with one another anywhere on earth instantly. Today information virtually has no
barriers thanks to this media explosion. For example, social media such as facebook,
flickr, youtube, twitter, mobile blogs and RSS feeders have introduced a whole new era
of communication. With social networks such as Facebook and twitter having
memberships bigger than populations of some of the world’s largest countries, using
modern technology where information could be shared within seconds across the globe,
one has to focus more on actual delivery than destination promotion.
As said by the tourism lecturer from Sri Lanka which is Doctor Nalaka
Godahewa, “Today, if your tourism product does not meet the customer expectations you
can no longer hide it , with all these modern social media around.”
Positive And Negative Effects In Tourism by Using Traditional and Social Media
According to Carole Simm (n.d), for economic effects, tourism creates jobs, both
through direct employment within the tourism industry and indirectly in sectors such as
retail and transportation. When these people spend their wages on goods and services, it
leads to what is known as the "multiplier effect," creating more jobs. The tourism
industry also provides opportunities for small-scale business enterprises, which is
especially important in rural communities, and generates extra tax revenues, such as
airport and hotel taxes, which can be used for schools, housing and hospitals. When these
opportunities exist in tourism industry, they need a medium to promote their additional
specialties to attract people. The researcher come out with this topic and get the point
which there is traditional media’s function such as television, radio, magazine, and
newspaper to promote these opportunities.
Even though the successful tourism relies on establishing a basic infrastructure,
such as roads, visitor centers and hotels, it still has the negative side for economic effects.
The cost of this usually falls on the government, so it has to come out of tax revenues.
According to Carole Simm (n.d), jobs created by tourism are often seasonal and poorly
paid, yet tourism can push up local property prices and the cost of goods and services.
Money generated by tourism does not always benefit the local community, as some of it
leaks out to huge international companies, such as hotel chains. Destinations dependent
on tourism can be adversely affected by events such as terrorism, natural disasters and
economic recession. Besides, it also leaks on traditional media which they must pay for
the announcement and advertisement. Sometimes there are a few companies who put the
high cost for just a little announcement in their broadcast.
Digital technology has already started having a huge impact in our lives, as more
and more people use the Internet in order to be informed and adaptable to their external
environment. One crucial aspect that makes Internet interesting and helpful is that it
17


presents both texts and images with enough information for the user to process
efficiently, a claim that other traditional electronic media cannot make.
The social media is growing rapidly; the role of this social media cannot be
underestimated. Tourism as an icon city should have been interesting parts to attract a lot
of people come to visit. For this reason, attention is now drawn to the ambassadors of this
tour. They have to cope with social media integration which is very easy. Blogger and
twitter are the most popular medium in social media to promote tourism. Both medium
can share texts and pictures about everything.
For blogger, according to Abraham Mario (2012), in Social Media and the
Tourism Industry Statistics article, not only are the role of government obliged to
promote tourism, as tourism ambassadors at least they already have a blog as a powerful
media so that they can explain about the places or put video to make it more interesting.
Now, not only people out there who use twitter but government agencies, institutions,
corporations, organizations, and education as well uses it. For the international
community with the conscious human being spend time with the aim of the tour.
Indonesia is the national society has also begun to lead to the importance of tourism both
those directly involved and that only a supporting element in tourism. As the nearest
country in the world, the governments are trying to find the best choice to exchange
foreigner in tourism.
METHODOLOGY
Research Design
There are three types of research design which are quantitative research design,
qualitative research design and also mix -method research design. The research design is
depending on what way the researchers want to end up in working and studying the
research topic when the topic has been narrow down. The researcher will choose either to
use what method of research design which can bring the study to the conclusion. So, it is
depending on this topic research, the best method to be used for the study is the
qualitative method which is non-numerical and tends to describe or interpret
communication exchange.
Data Collection Method
The researcher will use two methods, random sampling and in-depth interview.
The researcher chose to use random sampling because the paper is about gaining
information from the public, regardless of age or background. The researcher also use in-
depth interview to attain information.
Unit of Analysis
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This research will be going to analyze the awareness of traditional media and
social media in Malaysia.
FINDING AND ANALYSIS
These were the responses gathered from random sampling and in-depth interview to
further answer the research question listed below.
To learn the benefit of promoting the media tourism.
Based on the interview from our respondent, the researcher found that most of
people are using new media almost every day, any time and everywhere. The powerful
media nowadays give a lot of benefits in promoting tourism industry. Either traditional
media or social media, both are the medium used by the service provided and others to
promote the product and services including the hospitalities but as for respondent A, both
kinds of media are genuine and maybe some of them are not. And for respondent B, the
information in social media is more likely the news. All the information is updated
compared to the traditional media.
Based on the respondent C, D and E who are students, social media are very
important to them because it helped a lot in finishing their assignments by making
researches and knowing all the national or global issues. In other hand, the respondent
also said that they got lot information through traditional media such as the tourism
advertising in televisions, radios, and tourism magazines because it’s more authentic
information than social media.
Generally, researchers have found that both media are very important in our daily
life. Most of the respondent said, tourism websites such as TripAdvisor.com, Agoda.com
and WAYN.com helped a lot in promoting our country and culture to the outsider. The
researchers understand that the awareness between traditional and social media give a lot
of benefits in promoting tourism industry.
To investigate the role of both media towards tourism
According to the respondent A, role of the both media are promoting the tourism
sites or applications or the best places in our country for the foreigners or our citizen to
visit. With the currently Visit Malaysia 2014, the government tourism department will
promote aggressively through both media in promoting our country. Besides that, both
media have their own advantages and every people have their own reading styles. Some
of them like to read through the internet and some of them like to buy a newspaper,
magazines and read through hard material.
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According to the respondent B, not just both media playing important role in
media tourism but the tourism officer also are playing an important role in spreading
bright information and bringing our country to the finest. Both media are spreading all
the information about the tourism, about the good places to visit in Malaysia and
spreading good things about Malaysia to the foreigners and our citizen.
According to the respondent C, the role of both media are promoting the tourism
to the tourist and developing the tourism of our country. Both media had to use attractive
ways to promote the tourism to the foreigners and to the citizen.
According to the respondent D and E, both media are taking positive

contributions to the conversation of cultural heritage. Besides that, the roles of both
media are promoting the country to the outsiders. Both media also need to bring the
country to the finest so that a good news about our country spreading to the outsiders.
Based on the research, the researcher found out that four of the respondents are
saying that role of the both media are promoting the tourism sites and promoting the best
places to visit in our country to the outsiders and to the citizen. While one respondent
said that both media and the tourism officer are supposedly to bring a bright information
about our country to the outsiders and spreading good information to the foreigners and
citizens.
To study the effects of both traditional and new media towards tourism
The entire respondent agreed that both traditional and new media has their own
effects and specialty towards promoting tourism industry. The first respondent which is
respondent A said that social media is one of the influential medium for new media while
the respondent B said that both media has on way on how to promote the tourism industry
whether using newspaper ,magazine ,advertisement billboard to the visual media which is
video clip, radio advertisement and world wide web. Other than that the respondent D
concludes that both traditional and new media need each other in order to promote the
tourism industry.
But at the same time each of the respondents has their own choice of choosing
which media giving more information to public towards tourism information.
Most of the respondents choose new media as the best medium to giving
information about tourism which people nowadays are easier to obtain information just
by one click away from new tech devices such as hand phone and laptop which contain
wireless internet and most people read article in internet rather than in newspaper and
other printed media. While respondent A said that traditional media is the best way to get
public attention rather than new media
20


In other hand all respondent agreed that both traditional and new media really do
help the tourism industry by promoting their places to foreigner and local people about
historical and known places in Malaysia. Media really do attract public by giving variety
kind of information whether visual information or printed information. From the paper
advertisement, billboard, pamphlet, brochure advertisement to the audio, video
advertisement and website. Every respondents support the media industry in helping the
tourism industry.
CONCLUSION
There are three types of methodology that been used by the researchers to conduct this
research which are research design, data collection strategy and data analysis. According
to Gill, etc. (2008), there are a variety of methods of data collection in qualitative
research, including observations, textual or visual analysis (eg, from books or videos) and
interviews (individual or group). In data collection strategy, the researchers used unit of
analysis, purposive sampling and in-depth interview strategy to collect the data.
Generally, researchers have found that both media are very important in our daily life.
Most of tourism websites such as TripAdvisor.com, Agoda.com and WAYN.com helped
a lot in promoting our country and culture to the outsider. The researchers understand that
the awareness between traditional and social media give a lot of benefits in promoting
tourism industry. Based on the research, the researchers found out that role of the both
media are promoting the tourism sites and promote the best places to visit in our country
to the outsiders and to the citizen. Besides, both media and the tourism officer are
supposedly to bring a bright information about our country to the outsiders and spreading
good information to the foreigners and citizens.
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MOVIE-INDUCED TOURISM: A NEW STRATEGY TO PROMOTE TOURISM
Jaszril bin Jen Muzakir, Jihan Izzati Hasnan, Shah Hadfina Shahiman,
Muhammad Naim bin Mukhtar, Azmeer bin Hamzah, Ameer Ashraf bin Ayub & Shahril
Anuar Abdul Ghalim
Tourism has been a profit-making industry in Malaysia for a long time. It was ranked as
the top 5 industries in Malaysia. In this dissertation, the researcher discusses about the
strategies that is needed to be implemented to upgrade the tourism industry in Malaysia
and upstage other industries through the film industry. While Malaysia is rich with its
cultural and interesting places of attraction, it undergoes a scene of lack of enthusiasm. At
the same time, the movie-making business in Malaysia is known to be a rising industry,
but somehow it still lacks quality that would benefit the whole economy. By merging
both industries, it will impact greatly to be future economy. This research paper will aim
in implementing the ideas of showcasing and highlighting Malaysia in its nature to the
big screen. The movies is one of the medium that is very influential in propagating values
because of its promotional aspect and its psychological aspect that covers all of human
being’s senses. In a way, movie-induced tourism is an excellent strategy to elevate
Malaysia’s tourism in the eyes of the world. For this paper, the researcher will be using
in-depth interview as an anchor in gathering information. Reliable sources are used to
gain quality and informative data and the conclusions will be drawn based on Malaysia’s
film locations and the local tourism condition. In the end, recommendations will be
prepared to benefit other researchers, students, or teachers to their advantage.
Keyword: Movie-induced tourism, media-based strategy, improve tourism
INTRODUCTION
In all the uproars of the world, another worldwide occurrence emerges. Movie induced
tourism have gain a lot of the people’s attention. Currently, it is a growing global
phenomenon that a majority of tourists’ decision to visit a destination are motivated by a
24


fantasy-derived anticipation, which is often constructed with reference to a variety of

non-tourist practices, such as film, television and literature (Urry, 1990). During those
earliest times, media was only used in the form of spreading information during wars.
Has it evolved, media has turned into an entertainment platform.
People today have considered choosing the places of interest to visit by what is portrayed
in non-tourist related practices such as films, literature and television because movies
gives them a surreal life that they wish to have in reality; a getaway. Past research and
studies have demonstrated that how a destination is depicted in an open stage determines
the vacation selections for tourists. Academic researches on the topic have been discussed
time and time because of the increase of visitors to film locations.
To view another dimension of the topic, Malaysia is currently ranked as the 9 most th
visited place in the world. A projection from the top 10 to top 5 would take an extremely
great effort to make it happen. Merging the tourism with the entertainment industry is a
strategy that needs to be looked upon. Malaysia in its nature is a place of diversity.
Tourists will find jungle in the city heart of Kuala Lumpur, and also perfect getaways in
all sides of Malaysia, East-bound, West-bound, South-bound and even North-bound.
Emphasizing this uniqueness in the silver screen would be a golden opportunity to further
diversify the industry and raking higher than 9 place. th
PROBLEM STATEMENT
For this research, the aim is to focus on the channel of promoting tourism in other ways
than the current ones implemented by the Malaysian government. This research paper
might also be much of a help to bring up the industry into a much higher grounds. But,
Malaysian have not realized what they have in stored their backyard. To this regard, this
study will address to the matter and explore on the strategies to highlight the wonderful
places in Malaysia through the movies.
To celebrate Visit Malaysia 2014, this research paper aims to settle the underlying issues
regarding to promote tourism that is to understand the culture of tourist in Malaysia and
how to use it as an opportunity to the country. The need to elevate the uniqueness of our
culture to the world is an important aspect of the research.
Malaysia is a beautiful country that needs more preservation and maintenance from the
people and support from government. The concern here is that some of our interesting
places to visit are still not up to the standards of international destination. Therefore, in
order to lift the industry and be aligned with the Visit Malaysia 2014 mission, new
strategies are needed to be brainstormed, fast. Through this research paper, because we
aim to take Malaysia to the big screen, conservation of Malaysia’s beauty will be a main
focus, with the help of these research questions:
25


How to promote tourism in movie-based?
What are the types of movie to induce Malaysia tourism?
How should the government and NGOs help in promoting tourism in movie-based?
Tourism in Malaysia
In the past, tourism in Malaysia has always been based on a rich array of cultural and
historical landmarks, attractions and places. But, in recent years, with the rise and
development of major cities such as Kuala Lumpur and Pulau Pinang, the industry is also
known for attracting tourists to developed locations. Besides these, Malaysia is home to
many beautiful islands and a various amount of flora and fauna.
According to Munan (2002), the tourism industry is one of the most lucrative industries
in Malaysia. It is highly supported by the government. In an effort to diversify the
economy and make Malaysia’s economy less dependent on exports the government has
pushed to increase tourism in Malaysia. As a result tourism has become Malaysia’s third
largest source of income from foreign exchange. He added, in the year 1999, Malaysia
launched a worldwide marketing campaign called 'Malaysia, Truly Asia' which was to
attract tourists from all over the globe to come and visit the country. It was largely
successful in bringing in over 7.4 million tourists.
According to Wikipedia, Malaysia is the 9th most visited place in the world, with a
majority of tourists who visit coming from neighboring countries such as Singapore,
Thailand and Indonesia. The government agency in charge of promoting tourism in
Malaysia is Tourism Malaysia or the Malaysia Tourism Promotion Board (MTPB).
Film Industry in Malaysia
The movie and film industry in Malaysia dates back to a small industry from the 1930's.
The country produces around 20 feature films annually and between 300-400 television
dramas and serials a year. The country also holds its own 'National Film Festival' that
celebrates the success and gives recognition to locally produced films and movies.
The industry has come a long way since it was first started. With many development and
improvement in recent year, there are increasing of numbers of Malaysian filmmakers are
learning from the ways of international filmmakers and have managed to greatly improve
the quality of the local industry. Foreign film producers are more than welcome to shoot
and base their work in Malaysia, they are also invited to undertake in film co-production
ventures so that the local industry has the opportunity of gaining exposure and
experience.
26


The highest grossing films in Malaysian history are 'KL Gangster' and 'Ombak Rindu'
with a total gross of more than 20 million ringgit. There are also roughly around 250
movie theatres and cinemas in Malaysia where locals can watch not only locally created
films but also international films.
Destination Image Perception on Tourist destination choices
The image of a destination greatly affects the choices of tourists when choosing a place to
visit. Destination image is one of the most researched and discussed concepts in the study
of modern tourism (Echtner & Ritchie, 2003). Destinations with more attractions and a
better/safer environment will draw more tourists. The perceptions of people on these
tourist destinations are the key in determining whether or not they would be interested in
visiting.
A destination with a strong image is more easily differentiated from its competitors, and
tourists are more likely to consider and select destinations with stronger and more
positive images (Lopes, 2011).The factors that affect these destination images are many.
They can range from how the destination is portrayed in the news to how well the
destination is advertised and marketed to the world. The 'Malaysia, Truly Asia' campaign
greatly increased the destination image perception of Malaysia. It gave potential tourists
the opportunity to get to know Malaysia and consider Malaysia as a tourist destination.
Tourists who never considered Malaysia as a potential destination were given the chance
to learn more about the country and its various attractions.
For example, the movie titled Duyung focus on the beauty of Pulau Sipadan, Sabah. The
action of doing so affects the minds of Malaysian to visit the island themselves. The
image given by the movie creates a greater opportunity of being a destination choice.
The Relationship between Destination Image and Film Induced Tourism
Film, DVD and television can help create organic images of a destination by presenting a
vivid experience that appears less biased or is less recognizable as promotional
(Schofield, 1996). People greatly prefer watching films rather than advertisements; they
often pay more attention and feel more intrigued when they see a place in a film
compared to in a promotional video.
Some tourists from over the globe may simply change the television channel when they
see the 'Malaysia, Truly Asia' advertisements come up, but the case is different if they see
Malaysia in a particular film that they are watching. Film associated promotion can be
one of the most successful tools for enhancing tourist aware-ness as it presents product
features and builds a visual image of a destination (Belch and Belch,2001).
27


A simple tourism website or brochure may not be enough to convince tourists to visit the
particular destination. Films play a key role in influencing people’s images and
perceptions of a destination prior to their arrival at the destination. As Butler (1990)
argues, films as visual media are much more important to tourists than printed sources of
information because they tend to be more reliable. This is because; visual media touches
all 5 senses of human. This forms a wider understanding when they can see it being
transformed into reality.
Promoting Destinations via Film Tourism
Schofield (1996) stated that film-induced tourism will quickly become a fashion, because
the public is very interested to have real experiences where movies are made. When
people seek for touristic objective seen on screen, it means that we are dealing with film-
induced tourism (Busby & Klug, 2001).
Film can augment the destination image and increase the awareness of the host city (Kim
& Richardson, 2003), this means that people who have never heard of Kuala Lumpur
before but watch films that feature the city may become aware of its existence. These
displays can greatly influence a person to want to learn more and see more of the place.
In many cases, people who watch these movies actually decide to visit the destinations
that are showed in them
For this research, the researcher will be using the Model of Displacement as a guide. The
Model of Displacement illustrates the key factors and issues at play from the qualitative
research conducted (Bolan, 2010).
28


The film and related factors influencing the tourist have been sub-divided into primary
motivational drivers (closely tied to the film itself, such as scenery and narrative) and
secondary motivational drivers (activities/facilities such as movie maps and location
tours provided by tourist related bodies). All of these motivational drivers (primary and
secondary) are at play acting as an influence on the film viewer (Bolan, 2010)
METHODOLOGY
Research Design
In this research, the researcher used the Qualitative Research Approach. Qualitative
research design is a method of inquiry employed in many different academic disciplines,
traditionally in the social science, but also in market research and further context.
29


Qualitative researchers aim to gather an in-depth understanding of the new strategy to

promote tourism by using film. The goal of qualitative research method is to know more
about how film can help in the field of tourism. By using this method it will provide
insight that the expert or the society chosen can explain in words or in responses to
preplanned questions.
The researcher will be using 2 methods; random sampling and in-depth interview. The
researcher chose to use random sampling because the paper is about gaining information
from the public, regardless of age or background. The researcher also use in-depth
interview to attain information.
Unit of Analysis
This research will be going to analyze local movies as the main subject. Therefore, the
researcher will choose 5 local movies that highlight the places in Malaysia, Anak Mami
The Movie (Pulau Pinang), Duyung (Pulau Sipadan, Sabah), Ombak Rindu (Pulau
Langkawi, Cameron Highlands), I’m Not Single (Fraser’s Hill, Pahang), Senario Beach
Boys (Pulau Pangkor). The researcher will also interview some local tourists will build a
solid platform for the dissertation.


These were the responses gathered from random sampling and in-depth interview to
further answer the research question listed below. The respondents were marked as
Respondent A, Respondent B, Respondent C, Respondent D, Respondent E and
Respondent F to cover up their identity.
Research Question 1: How to promote tourism in movie-based?

Tourism can be promoted in many ways; advertising, events, campaigns and most of all,
food tours. Even without applying movie-induced tourism, tourism industry can stand on
its own but lack of innovation, in the end; the impact is getting lesser and lesser year in,
year out. According to respondent B, the movie industry has not come up to a point that it
is ready to take control over the tourism industry.
According to respondent F, with today’s development, Malaysia should have had

alternative ways on how to promote tourism and not just rely on events, advertising, and
campaigns. Seeing the movies are the trend among Malaysian, it could be an opportunity
30


not to be missed. In order to promote tourism through movies or films, the filming
industry needs to have a fresher start, by finding a niche factor that cannot be found
anywhere else.
For example, respondent A said that Malaysian film directors and producers needs to
focus on the culture of Adat Perpatih in Negeri Sembilan and turning it into something
that is interesting for general viewing. The culture that Malaysia has is unique but
receives little appreciation that Malaysians give more attention to outside culture.
Respondent A further said that, there used to be a movie (Anna & The King) that tried to
induce tourism in movies but it did not receive a lot of attention. Respondent A added
that movie industry is still considered as a new industry to induce tourism in it. But,
another form of broadcasted media, TV programs or TV shows has shown a lot of
improvement in trying to promote tourism. Examples of TV programs are Jelajah Perak
& Teganu Kita.
The researcher concludes that both industries are a well-managed industry but it is static.
For the broadcast industry, TV programs a start but they have to keep moving forward
and envision more than just that. Programs such as Jalan-Jalan Cari Makan, Joran Ria,
Jelajah Perak etc. is great but sooner or later, the expectations of public that the country
is developing but one of the aspects of a developed country is in a neutral gear, it is a sign
for a shift. In a way, the film-makers have to brainstorm in bringing more than just
entertainment to the big screens and put in more value to their work. By enhancing value
in movies and films, this will therefore create a sense of the significance of keeping
Malaysia as a great place to live in and to love our own country because of the
uniqueness that we have. Malaysian needs to understand that what makes a great country
is a sense of proud of their country and have the urge to always making it a number one
choice to visit.
Research Question 2: What are the types of movie to induce Malaysia tourism?
Horror, Romantic, Comedy and Romantic Comedy are the most produced movie genre in
Malaysia. But according to respondent D, those types of movies are not suitable enough
to induce Malaysia tourism. According to respondent E, movies produced by the late
Yasmin Ahmad were the kind of movies that would be more appropriate to induce
tourism because they are honest and involves the culture of Malaysia as an Islamic
country. It is not something that is made up but a realization of culture.
In addition to that, respondent C gave an opinion that he prefers films that sets about the
legends and tales of the olden days, for example, P.Ramlee’s films. Those movies gave
31


an impact so big that even foreigners adore it. The issue with film industry in Malaysia
today is that; it is still not suitable to be commercialized internationally as it have not
reach the worldwide standards.
Respondent A said that today’s movies are more incline towards youngsters social issues
and petty films. She rather prefers movies that highlight the sceneries of Malaysia in the
movie. Respondent gave an example of the film Lagenda Budak Setan 2. It can be any
genre, be it action or comedy or romantic. The directors have to know how to convey the
message of the film in addition to highlighting the places and beautiful sceneries in
Malaysia.
In a nutshell, the researcher finds that any kinds of movie are suitable to induce tourism.
But, the difference is that the content needs to be upgraded into things that are not petty.
The issue with films in Malaysia today is that they are too caught up with the trend that
they are afraid to take chances and venture into genres that are out of the box. Movies
like Kil, Bunohan, Sepet, Gubra etc. each have its own identity and it is an honest
creation on creativity that leads into something bigger than the big screen. The industry
cannot entirely blame the society of not supporting Malaysian movies when the types of
movies produced are somewhat have no impact and irrelevant.
Research Question 3: How should the government and NGOs help in promoting tourism
in movie-based?
The entire respondent agreed that there are no policies to support movie-induced tourism
in Malaysia. It may happen because the government may have not seen that by
combining film and tourism industry could be a potential gold mine. Respondent F said
that the government should look into the idea of promoting tourism in other ways,
creatively, instead of through events, campaigns etc. from year to year. In order to
achieve one of the aspects of Vision 2020, Malaysian should see that the government is
taking a step of innovation and thinking outside of the box.
According to respondent C, by investing in this innovative solution to uplift tourism and

film industry, this could be a moment that can bring Malaysia to the global eyes as a
nation that promotes creativity in conjunction of supporting tourism and film industry.
Respondent A and D both gave a similar respond that by this and commercializing it
worldwide, visitors from other countries would come to visit or even foreign investor
would invest in Malaysia that could benefit Malaysia’s economic system.
Respondent B relates the issue with the campaign Visit Malaysia 2014; she said that
movies can be a medium in influencing the culture in mass. By promoting tourism in
movie-based, viewers, even in Malaysia could be induced to start travelling inside
32


Malaysia first before thinking of travelling outside the country. Even during the yearly
MATTA (Malaysian Association of Tour & Travel Agents) Fair, should organise a movie
showing that highlights the places in Malaysia.
To conclude the final research question, the government and NGOs have to consider the
matter as a solution. Rather than to invest separately in tourism and film industry,
combining both industries would probably save a lot more and furthermore it gives a
better view towards both industries. This could be a start of something fresh and new for
the country. Malaysian needs to see a new and different perspective of the country they
are living in. Besides that, movie-induced tourism can be a new trend that influences
more foreign investor to come in to Malaysia. In lieu of Visit Malaysia 2014, it can still
be an on-going and yearly program, but a little bit of change in the campaign might help
boost up the medium.

CONCLUSION

In conclusion, this dissertation gives an insight that the tourism and film industry can do
so much more than just on its own. It is a calling that should be further investigated. The
paper gives an extra benefit that can help the development of growth of Malaysia.
Personnel in the tourism industry and film industry should work hand in hand in dealing
with the newly found channel to promote Malaysia globally. The researcher takes the
United Kingdom and Korea to be as a benchmark that promotes their tourism using
movies, films and TV program. It clearly proves that this channel of promotion gives a
bigger impact in addition to the tourism events and campaigns. All it needs now the
thumbs up from the government and also new ideas and concepts to improve the movie
industry. In the times of converging media, the global waves should be embraced by each
and every country so that none is left out of technology. Malaysian culture needs to be
nurtured in other alternative ways that the conservative method. In order to bring
Malaysia up and be at par with United Kingdom or New Zealand that truly highlights
their tourism spots globally through movies and films, Malaysia film-makers and tourism
personnel have to be on top of their feet and be part of the technological change.
REFERENCE

Banyai, M (2009) The Image of Tourism Destination: A Case of Dracula Tourism.
Retrieved on 30 November 2013 from University of Waterloo Online Archive
Beeton, S. (2004) Rural tourism in Australia - has the gaze altered? Tracking rural images
through film and tourism promotion, International Journal of Tourism Research, Vol. 6,
No. 3, pp. 125-135.
33


Bolan, P (2010). Displacement Theory – Probing New Ground in Film-Induced Tourism.

Retrieved on 7 January 2014
Busby, G & Klug, J. (2001). Movie-induced tourism: The challenge of measurement and
other issues. Journal of Vacation Marketing, 7(4), 316-332.
Butler, R. W. (1990). The influence of the media in shaping international tourist patterns.
Tourism Recreation Research, 15(2), 46-53.
Echtner, C. M. & Ritchie, J. R. B. (1991). The meaning and measurement of destination

image. Journal of Tourism Studies, 2(2), 2-12.
Kim, H. & Richarson, S. (2003). Motion picture impacts on destination images. Annals of
Tourism Research, 30(1), 216-237.
O’Connor, N, Flanagan, S, Gilbert, D. (2010). The Use of Film in Re-Imaging a Tourism

Destination: A Case Study of Yorkshire, UK. Retrieved on 30 November 2013 from
http://www.sagepub.co.uk/
Schofield, P. (1996). Cinematographic images of a city. Tourism Management, 17(5),

333-340.
Ţuclea, C.E, Nistoreanu. P (n.d). How Film and Television Programs can Promote
Tourism and Increase the Competitiveness of Tourist Destinations. Cactus Tourism
Journal Vol. 2, Issue 2/2011, Pages 25-30, ISSN 2247-3297
Rewtrakunphaiboon, W. (2008). Film-Induced Tourism: Inventing a Vacation to a

Location.
Wang, Y (2007) Assessing the Role of Films in Shaping Tourists’ Perception toward
Destination Image: Concerning UK Movie Locations. Retrieved on 30 November 2013
from University of Nottingham Online Library
THE EFFECT OF TRIP ADVISOR WEBSITE TOWARDS CULTIVATING

TOURISM IN MALAYSIA
Julia binti Johari Loh, Muhammad Nazirul Ikman bin Nasrudin, Nor Fakhira binti Md
Zaid, Nur Fatihah Nadia binti Nordin, Shahiirah Atiqah binti Sharom, Syazween binti
Mohd Sharif, Wan Amirul Amsyar bin Wan Ahmad Jailani & Shahril Anuar Abdul
Ghalim
34


This research examines the effects of Trip Advisor website towards cultivating tourism
industry in Malaysia, which is to know how it can gives benefit in attracting more
tourists. Based on the website www.tripadvisorwebsite.com.my, it is the world’s largest
travel sight, enabling travelers to plan and have the perfect trip. Trip Advisor website
offers trusted advice from real travelers and a wide variety of travel choices and planning
features with seamless links to booking tools. The sites operate in 34 countries
worldwide. Basically, in the website it provides the information and also the reviews
about the places that the tourists are looking for as they may want to know more details
about the places that they are planning to go. Generally, the website must fulfill all the
needs of tourists in getting as much important information as possible Besides, to study
how the Trip Advisor website works in cultivating tourism in Malaysia. It is also
important to know how it can helps in cultivating tourism in Malaysia.Therefore, as for
this research, we use the qualitative method. The method in collecting data is using in-
depth interview. We will interview two lecturers from Faculty of Hotel and Tourism
Management. The findings in this study suggests that the Trip Advisor website give
benefits in enhancing and promoting the tourism industry in Malaysia towards tourists all
around the world. The identification of these characteristics will enable a profile to be
developed for the market, which can be used by tourism businesses to effectively
promote tourism products over the internet. As for the conclusion, the Trip Advisor
website offers a lot of detailed information for tourists that can be their guides when
travelling. This website is also one of the ways to promote Malaysia’s tourism industry to
people from all over the world.
Keyword: tourism, cultivating, Trip Advisor
INTRODUCTION
Tourism has become one of the world’s largest and fastest growing industries.
Tourism industry is globally a rapid growing industry and contributes to the economic
enhancement as well as generates employment opportunities, apart from contributes to
the development, especially in a developing country like Malaysia. Malaysia is a very
vibrant and pleasant country to visit; modern yet engrossed in old traditions and culture.
Apart from being a wealthy nation, it has people from different religions and cultures co-
existing as one on this beautiful land. Though the predominant religion here is Islam, you
will find other religions as well like Hindus, Buddhists, Sikhs, Christians and people from
other religions residing here in Malaysia.
Malaysia is admired and praised by international tourist for its excellent beaches;
numbers of marine parks where dazzling corals and many aquatic species like the moray
eels; the clown fish, black-tip sharks etcetera are in profusion. Islands like Langkawi,
Tioman, Redang and Pangkor are among world-renowned most visit destinations and not
forgotten, Penang Island is famous for its history, relaxing beaches and cultural mix. To
35


the south, Melaka is known for its history, museums and the unique Baba-Nyonya
community.
There is a lot more of places to visit as Malaysia tourism bestows a lot to its
travellers. It is totally a great experience to tour around Malaysia. For the tourist or locals
to know about the most popular places to visit, where to eat, accommodation, hotels in
Malaysia, there are several websites to surf which is one of the most popular sites is
tripadvisor.com.my
Trip Advisor is a travel website almost entirely populated with user-generated

content. People visit restaurants and hotels, and then post reviews online. It is a trusted
advice from real travellers and a wide variety of travel choices and planning features with
seamless links to booking tools. This allows the site to rank venues in order of popularity
so that people will know where to visit after arriving one particular country. Trip Advisor
is also the world’s largest travel site which enable travellers to plan and have the perfect
trip and it proffers more than a two way street of communication between guests and the
hotel or restaurant and opens the doors to the concept of “word of mouth”, where
personal, genuine recommendations carry a great deal of weight in the decision making
process.
Researchers had identified three (3) research questions regarding the topic, which
can be used as an outline for our research framework. The research question helps
researchers focus on the topic in depth, by providing the correct path through out carrying
the entire research and writing process. The specification of a well-developed research
questions help researchers to avoid unnecessary product and to conduct the research
towards supporting a specific, arguable thesis. These questions need to be revised and
refined throughout the research, for more sophisticated understanding of the topic and
target more specific area.
How does the Trip Advisor website works in cultivating tourism in Malaysia?
What is the advantage of using the website as a standard and most frequently used travel
guide website?
How to enhance the usage of the website nationwide?
LITERATURE REVIEW
Tourism represents an increasingly important sector of the Malaysian economy. The

tourism industry has experienced rapid growth and has been identified as a key driver of
growth in the services sector. The industry continues to be a major foreign exchange
36


earner, contributing to gross domestic product growth, investment and employment as

well as strengthening the services account of the balance of payments. The expansion of
the industry will also have an effect on the growth of other related service industries,
particularly food and beverages, accommodation, transport, entertainment, shopping as
well as other small and medium-sized industries.
According to M. Johan (2009), he stated that “with the internet becoming the preferred
media choice for many travelers to obtain travel information, Tourism Malaysia has tied
up with Yahoo and MSN as platforms to enhance the “Malaysia Truly Asia” brand
visibility globally by showcasing Malaysia’s unique tourist destinations on both
websites.”
As a swift and effective business medium, the internet has made successful outcomes in
reaching out tourism opportunities. This paper offered some understanding of the internet
usage patterns of the trip advisor tourists in relation to their travel related behavior,
perceptions of the internet and online shopping. The findings demonstrated a manifest
progress in terms of travel planning and bookings particularly Air tickets and
accommodation through the internet compared to other types of travel services by trip
advisor tourists. However, most respondents expressed overall concerns towards buying
over the internet. The results also revealed that consumer involvement had significant
impact on trust and perceived risk with regard to travel e-shopping. Hence, by building
trust in travel e-shopping, the perceived risk of Arab tourist will be lower whereby they
will value the usefulness of travel e-shopping and seek its adoption.
According to M. Rohmi (2011), he concluded that “The internet has made many
changes in the tourism industry specifically the interactions between services providers
and traditional intermediaries (Corigliano & Baggio, 2004). It has given domestic and
international tourists a great prospect to express their needs and wants.”
This paper examines tourist perceptions of the potential for the elimination of
travel agencies in the presence of the internet. The opinions of 413 tourists on making
transactions through both internet – based (hereafter, online) and traditional distribution
channels were analyzed. Experimental results illustrated that tourist still used
professional services and advice offered by travel agencies. Tourists also agreed that
professional services and advice offered by travel agencies. Tourists also agreed that
more information could be found through the internet. Following the findings, the paper
suggests that both online and traditional distributional channel can coexist in the future.
According to L. Rob, L. Kenith, W. James(n.d) they claimed that “Tourism

researchers have emphasized the importance of the internet on travel and tourism. For
tourism suppliers, the internet provides a way for them to sell their products globally to
potential travelers at any time.”
37


To date little research has been done on effective tourism web sites focusing on
content. Part 1 of this study bridges the gap by unveiling what tourists, the tourism
industry and tourism academics perceive as an effective tourism web site and what
features, in terms of content, they perceive important in an effective tourism web site.
The study has focused mainly on content because it was believed that content would be
the key determinant of effective web sites. The Web Based Survey sought to determine
the perception of tourist/prospective tourists, the tourism industry and tourism academics
of what constitutes an effective tourism web site and their perception of the importance of
selected tourism web site features.
Based on M.R Zulfikar, B.John(2009), he said “One common metric is to measure

the success of a web site by the number of visitor’s click, visits, or viewings. Another
metric could be the alignment of a website with its corporate strategy (Allard, 1998)
considered failing to link web initiatives to the existing business strategy and focus as one
of the web business sins”
Interpersonal influence and word-of-mouth (WOM) are ranked the most

important information source when a consumer is making a purchase decision. These
influences are especially important in the hospitality and tourism industry, whose
intangible products are difficult to evaluate prior to their consumption. When WOM
becomes digital, the large-scale, anonymous, ephemeral nature of the internet induces
new ways of capturing, analyzing, interpreting, and managing the influence that one
consumer may have on another. This paper describes online interpersonal influence, or
eWOM, as a potentially cost-effective means for marketing hospitality and tourism, and
discusses some of the nascent technological and ethical issues facing marketers as they
seek to harness emerging Ewom Technologies.
According to W. Stephen, E. Ronald, P. Bing, (2006) he stated that “Described as

WOM communication (WOM), the process allows consumers to share information and
opinions that direct buyers towards and away from specific products, brands, and
services”
From the journal, titled The Impact of the internet on Travel Agencies, the
researcher found out that the importance of internet on travel and tourism on providing
and promoting the products that can be view globally by displaying the information on
the electronic media such as blog, social network and websites. The researcher also stated
that the information can easily reach the potential travelers with an electronic speed.
Based on Inkpen (1998); Law (2000) “Tourism researchers have emphasized the
importance of the internet on travel and tourism. For tourism suppliers, the internet
provides a way for them to sell their products globally to potential travelers at any time.
These suppliers can remotely control their servers to display information on
38


services/products at an electronic speed.”
E-commerce in travel and tourism is growing day by day which provide

opportunity to this industry to groom and grow. Due to change in information
technology, e-commerce is emerged in his industry and companies are now heading
toward e-business through website, internet and different online software. Moving from
traditional business way to e-commerce way is quite challenging and various factors are
standing as a barrier for companies to adapt e-commerce. There several advantages and
disadvantages of e-commerce in travel and tourism industry. To adapt e-commerce, this
industry’s main challenge is to transform traditional buyers to e-commerce buyers. The
purpose of this literature review is to give short introduction on travel and tourism
industry along with the impact on this industry after adaption of e-commerce. What will
be benefits after adapting e-commerce and what are the barriers which stop firms to enter
in e-business? A short description on consumer behavior on e-commerce is also gazed on
this review.
According James.W(2010), he stated that “through e-commerce, these industries

are trying to reach global population to enhance their business through different e-
commerce tools and ad there will be more and more challenge to these sectors in coming
days for adopting e-commerce.”
Accompanying the technological revolution of the 1990s there are many new
opportunities and challenges for the tourism and hospitality industries. Since tourism,
global industry information is its life blood and technology has become fundamental to
the ability of the industry to operate effectively and competitively. Poon (1993) suggests
that the whole system of information technologies is being rapidly diffused throughout
the tourism industry and no player will escape information technologies impacts.
From H.Hashim; N. Hashim; M. James (2007), he stated “The overall

functionality of these applications is similar across a range of different hospitality
organizations through the technology used to support them may vary. Large, city-center
hotels, for instance, tend to use minicomputers for their property management systems
(PMS) work.”
Directly affected by internet is the Tourism industry. The effects of Globalization

have revolutionized tourism by encouraging people to travel from one place to another.
The internet has been pivotal in this revolution by increasing the access to information
and greatly improving communication in the world. The internet has affected tourism
both positively and negatively. While it has increased access to information about
tourism and provided a medium marketing tool, it has also been blamed for discouraging
traveling since people can access everything at a push of the button. Regardless, the
internet has been one of the most important factors that have increased tourism activities
39


in the world. It has made moving from one point to another easier, safer, and faster.
From researchers literature review we could state that “now, all the information
needed about a given tourism destination is just a click away. Travelers can access
accurate information about the terrain, climate, attractions, and others factors which help
them make an informed decision.”
Now customers would be able to phone in to book their holidays. This did not
have the biggest impact but it was more what it led to that had the impact, this was the
birth of Global Distribution Systems and Computer Reservation Systems, these allowed
Travel Agents to book into a global system to check for flight, at first this was used for
airlines but eventually led to the Travel Agents and was used as a sales channel.
According to Poon (2001), “They could also put their site on the search engines to
bring in more business. It also now means that everyone can sit at home (providing they
have a computer and internet access) and browse the search engines, or type in a site they
know how to try and find the holiday of their choice”.
The researchers use existential theory for this research. Existential theory can be
defined as a theory that lays emphasis on the uniqueness and the isolation of the
individual experience in a hostile or indifferent universe. This theory also stresses
freedom of choice and responsibility for the consequences of one's acts. This theory can
be used in this research because TripAdvisor.com provides information regarding
destination and accommodation such as hotels, restaurants etc where users can post
comment regarding their experience on their stays and this can trigger new user to freely
choose their own destination after reading the previous users reviews. However, the users
are also responsible to face the consequences in case their travel doesn’t match the
description stated by the other user. Therefore, for this research, the researchers decided
to use existential theory because it is the most suitable for this research topic amongst all.
METHODOLOGY
Thematic Analysis is a theory and development of cultural models as thematic

analysis requires more involvement and interpretation from the researcher. It is a
conventional practice in qualitative research which involves searching through data to
find out any similar patterns. (Subvista, 2010) This research had use thematic analysis for
the in depth interview. The informants’ answers were analysed through a transcript of
listed questions answers from the research questions sub questions. Through these
transcripts of answers from each informant, researcher had group the answer according to
a specific theme or similarity. Once the answers had been grouped, a conclusion will be
able to come up based on the idea and opinions gained through the interviews.
40


FINDINGS
To study how the Trip Advisor website works in cultivating tourism in Malaysia
Ever since the website was founded in 2000, the use of the website has been
bloomed for 14 years providing travel services especially in America, Africa, Middle
East, Europe and Asia Pacific. From this research, all of the respondents understand the
purpose of the website as the travel guide and reference for others to prepare before
travelling. According to respondent A, the purpose of his visit is to find out about the
destinations, basic accommodations and transportations for his travel. Whereas
respondent B, C, D and E visited Trip Advisor website just to gain information regarding
their destinations.
To know when the website mostly visited is important as the website could provide
the best route, promotion or time to travel according to every country’s calendar and
seasons. Researchers also questioned the respondents on when they visited the page and
all of the respondents responded that they visit the page when they want to travel to a
place they have never been to. Respondent C added that she visited the website for
general knowledge while respondent E said that he only visit the page at the end of the
year where he has extra money to spend for travel and leisure. On the website,
researchers found that the respondents frequently visited the page only when they wanted
to travel which varies in number of time they visit the page in a year. However,
respondent B stated that the more she wanted to travel, the more she would visit the page.
Respondent E specifically stated that he visited the page about twice a year or more.
The respondents for the research are knowledgeable towards the functions and
features of the website as they have given the researches very useful points to support the
research topic in depth. Respondent A emphasized that the website is user friendly
whereas respondent B stated that the website provides feedbacks, recommendations, and
advice from real travellers. Respondent C mentioned that she used the website mainly on
search box and reading comments from other travellers. Moreover, respondent D
emphasized that the functions and features helped him a lot.
The website provides travel services and information. Therefore, it is important that
they satisfy their customers’ needs and wants. Respondent A suggested that he expected
to gain the truth about the destination but he claimed that the Trip Advisor website has
become more commercialized. Respondent B expected to gain firm information in
comparing travel products and services Trip Advisor had to offer, which differs from
respondent C whereas she wanted to enquire more on the prices. Respondent D typically
41


expected for more detailed information for his travelling preparations. Respondent E
expected for an all-in accommodations and best experience shared with others around the
world.
The researcher understand that Trip Advisor website works in cultivating tourism
in Malaysia by what the website offered to the audience which is from the respondent
opinion Trip Advisor are one of the website that give the idea about the travelling
destination including all-in hospitality. The researcher identified that the reason why Trip
Advisor become the travelling website that people will look up to because of the user
friendly interface and provide feedback from the real travellers.
To identify the advantage of using the website as a standard or most frequently used
for guide website.
Based from respondent A, the respondent support that Trip Advisor is one of the
user friendly website but could not compare to the other travel guide website because
Trip Advisor might share the same interface with the other travel guide website.
Respondent A also stated that the information on the website are only basic and to match
the travel experience with what the website stated are vary based on the environmental
factors such as timings, weather change, calendar holidays, activity or festivals in
different countries or any unexpected events. Whereas, respondent C, D and E said that
the Trip Advisor interface are easy to use and user friendly then other travel guide
website because of the function segmented and arranged in order.
Based on respondent B, the information is trusted because it is not from the

management or the company but from the user who experience the journey and they can
share it through this website.
The website is all-in accommodations to set as the standard guide, respondent B

stated that Trip Advisor help them to do the bookings and all the accommodation before
they travel. As for respondent C, all-in accommodation that provided are not being used
because the respondent are more preferred to call the destination directly for further
information or detail information on bookings, respondent C visit Trip Advisor website
just to check on the prices.
Respondent E stated that Trip Advisor provide on-the-go mobile application, it is

easier for traveller to make review or check on updates with one click away. Respondent
C and respondent D stated that they are not referring to the website while travelling
because of the limited internet access and the weather condition or seasons might be
varies. Otherwise, respondent B not referring to the website because of certain
information on Trip Advisor are not included and more preferred to ask the locals for
more detailed information about the places.
42


All of the respondent’s respond that they will use the website again after traveling
or as for their next travel destination guide.
Then, the researcher identified that the advantage of using Trip Advisor as a
standard or most frequent guide website because the website provide the all-in
accommodations such as bookings, transportation, including prices. These would help the
travellers to prepare the budget before travelling. Other than that, Trip Advisor also
provides mobile on-the-go application where it will help the travellers on route or
suggested attractions.
To study how to enhance the usage of the website nationwide.
According to respondent A, respondent B, respondent C and respondent D, they

discovered the Trip Advisor website when they searched for travel guide and information
on Google.com. While respondent E, he found the website from his friends who used
Trip Advisor and also he saw the ads from Facebook.com about the Trip Advisor.
The website offers a lot of features and according to respondent A and respondent
D, they uses certain features basically on hotel accommodation because for respondent A,
he always look for information on other websites for better deals and offers and
respondent D added that he also use the ratings for the hotel. While for respondent B, she
use the website depends on holiday destination and also duration of travel that she chose.
Respondent C uses also features to look for interesting places during her travel.
Respondent E sometimes use the website because he stated that there would be times that
his flight has been booked separately.
Respondent A said that he will not tell others about the website after using it.
While according to respondent B, respondent D and respondent E, they would definitely
tell other people about the website and spread useful things with others, whereas,
respondent C would share her experiences with others instead of sharing the information
about the website.
Respondent A and respondent B thinks that this website is limited to certain

people due to technology and internet access that limited at certain areas to reach users.
For respondent C and respondent E, they agree that not everyone have access to the
internet and afford to buy gadgets. Respondent C added, even if these people do have
access to the internet, they are not exposed to such kind of websites. Based on respondent
D, he disagree that this limited to certain people as Malaysia is a developing country.
In respondent A’s opinion, he preferred to refer to blogs instead of Trip Advisor

website. According to respondent B, respondent D and respondent E, the website should
add new features such as chat box where users can share the thoughts and opinions
online. Based on respondent C, the website should link to a standard GPS application for
43


local areas such as Waze so that travellers can find their way to places that they want to
visit easily.
Respondent A preferred to share his experience on social network instead on the

website itself. Respondent B and respondent D would love to share their experience using
the website with other travellers since for respondent D, Trip Advisor website has been a
help for him by providing useful information. According to respondent C, she will share
her experiences when she faced problems during her travel so that she could share things
that other traveller should not do during their travel. Respondent E would post comments
and reviews regarding his experience from using the website either positive or negative.
The researcher found out in order to enhancing the usage of the Trip Advisor
nationwide is the access to internet need to be develop as the internet usage nowadays is
globally used by generations. Most of the respondents said that they are preferred to use
word-of mouth to spread about the website. The respondents suggesting, to enhance the
website usage nationwide by link the website with other travel bloggers, add new features
such as chat box and link the destination on the website with the GPS applications and
also social network.
CONCLUSION
TripAdvisor.com is a website that allows customers to obtain travel information and post
reviews. It is a very well used website for Hospitality Marketing and the website is free.
In short, TripAdvisor.com is a travel website providing directory information and reviews
of travel-related content such as flight tickets, hotel rentals, restaurants and it includes
interactive travel forums where user can post their reviews, comments, or feedback
regarding their experience. The millions reviews posted on TripAdvisor.com reveal
everything from snooty staff to filthy toilets which is good for the new user to gain
information about it so they will acknowledge where is the right place to visit when they
want to travel. This can also minimise risk for those new travellers who are worried about
not finding the right place to go. The tourism in Malaysia right now is growing rapidly
and it represents a very broad domain and could become one of the main sources of
economic development and growth for a country. However, more organized and effective
strategies are needed to ensure that all the tourism products that had been or to be
introduced are well- promoted, marketed and handled. The trend and demand for quality
tourism should also be taken into account to ensure the current tourism products could
sustain and continue to generate economic return in the long run.
44


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Tourists to Malaysia. International Conference on Technology and Business

Management, 714-719
THE ROLE OF FACEBOOK IN DEVELOPING A COUNTRY’S TOURISM
Azni Harieza Binti Ahmad Azmi, Farah Izzaty Bte Mohd Firoz, Nuradlin Syafini Binti
Nawi, Nurliyana Binti Amran, Nor Fazeera Binti Mohd, Ummi Atiqah Binti Shadan
Hadzri & Shahril Anuar Abdul Ghalim
This research paper is about how everyone is attached to the social media. However,
some thinks that social media is as it is; a place where people talk and gossip. But,
important things can be announced on social media. As the topic, the researcher chose
Facebook to express its role in developing a country’s tourism. Facebook can act as a
media’s channel to reach out to many people to convey a message. Through Facebook, a
country can promote its tourism by posting about several types of activities and
promotional pictures that can attract the attention of tourists who are looking for a place
to go far their holidays. The researches has interviewed several people regarding their
views about Facebook and the role it plays to develop a country’s tourism. The
researchers also investigated what attracts future tourists when deciding on a location to
visit. The researchers also examined the behavior of some people who are attached to
Facebook and to see how it affects the person. As a conclusion, the ability of social
media (in this case, Facebook) to influence decisions is more than overwhelming,
especially when it comes to sharing experiences with others and allowing them to live the
moment beforehand. Sharing photos and videos of where the people have vacationed and
what they have done there, through Facebook, is a wonderful way in promoting the
country’s tourism as well.
Keyword : Facebook, Country tourism, social media
INTRODUCTION
Tourism is out of the ordinary day activities of normal life. It is saved for, anticipated and
remembered for years to come after the holiday is over. But what are they remembering?
Tourism is experiential based. The use of images, photos and videos is essential in the
tourism industry, where experience is everything. Interactive media formats are the
perfect medium for telling the story, rising emotive decision making processes in
consumers and creating a virtual sense of demand. The use of colloquial, descriptive,
emotional and experiential text is just as important in spurring the intrinsic and extrinsic
46


motivations for consumers to purchase the products and services, or at least qualify your
offerings to be in the final decision set.
Social media such as Facebook plays a great role in promoting countries tourism and
work as an efficient tour guide if it can be done in a right way to reap the maximum
benefits.Tourism marketing through Facebook is an excellent way to promote Malaysia’s
tourism. But, definitely it needs more time and effort to understand the process properly
in order to implement it effectively.
Facebook acts as a media guide suggests that people can simply create a Facebook
account to get a lot more travel updates. People may follow well known sites for instance
informations. And people can subscribe certain travel websites on Facebook and they
might be eligible for certain discount codes, media contests and some other money saving
offers to aid bring down the cost of the trip. The subscribers will no longer should weigh
themselves down with a dated guidebook on their trip. Instead depend on personalized
advice that they receive from their family, friends and various other travelers who happen
to be where they are going. Use Facebook guide experience to efficiently organize the
trip. Facebook is one of the best solution to all the travel needs. Take full advantage of
promotions using Facebook and get ready to have an exciting trip.
Social media is important. You can't get away from it. Smartphones, laptops, palm tops
and the like ensure that wherever you are, wherever you go you are only a click away
from Twitter, Facebook, your personal blog, your company's blog, your favourite
newsfeeds, etc. There is a perception, especially among Gen X and Gen Y, that if you're
not online you might as well not exist. That's why it's always surprising to encounter
industries that are reluctant to embrace the social media phenomenon. It's even more
surprising to encounter reticence in an industry that would most obviously benefit from
the judicious use of social media, such as travel and tourism.
In the current times we are living, social media occupies almost every part and aspect of
our daily lives and decision making processes. There is now a way to use each and any
social media channel, or a combination of them, to promote any product, place, person,
service and so on. Based on the above generalization, we can easily grasp the importance
of social media, especially when it comes to marketing and advertising. It is now just a
matter of how to promote a certain product, service or place, to whom and the creativity
of the content of the message being sent out.
According to Damian Cook, CEO of E-Tourism Frontiers (2012) in E-Tourism East

Africa Conference Nairobi, to ensure that the travel and tourism industry is not left
behind in the digital revolution, the tourism students need to understand the value of
online marketing and social marketing, because university students are one of the most
connected groups, they need to learn how they can use the social media in their future
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tourism roles.
History of Facebook
According to Sarah Phillips (2007), Facebook is a social networking service launched in

February 2004, owned and operated by Facebook. It was founded by Mark Zuckerberg
with his college roommates and fellow Harvard University students Eduardo Saverin,
Andrew McCollum, Dustin Moskovitz and Chris Hughes. The website’s membership was
initially limited by the founders to Harvard students but was expanded to other colleges
in the Boston Area, the Ivy League, and gradually most universities in Canada and the
United States, corporations, and by September 2006, to everyone of age 13 and older
with a valid email address.
Malaysian Context
According to Agil and Hamzah (2007), in Malaysia, new media technologies, Facebook,
are now widely recognized and promoted as tools of development. The popularity of the
digital media and the availability of a borderless world of communication networks have
formed a new environment, mainly supported by the Information and Communication
Technologies (ICT). Indeed, the Malaysian Government has taken advantage of all
technological advancements to channel information to public. Now, Malaysian is moving
to the new era of knowledge creation which will allow it to have a competitive edge.
Besides that, the vast potential of information and communication innovations such as
satellite and telecommunications systems and the computer-based communication
network, the internet is a blessing to us. In fact, new media, Facebook, is truly helping us
not only for research purposes but also to expand our knowledge in various dimensions.
Social Media Drives Tourism Worldwide
According to Smulian (2010), social media is ubiquitous. Smartphones, laptops, palm

tops and the like ensure that wherever you are, wherever you go you are only a click
away from Twitter, Facebook, your personal blog, your company's blog, your favourite
newsfeeds, etc. It's even more surprising to encounter reticence in an industry that would
most obviously benefit from the judicious use of social media, such as travel and tourism.
According to Chong (2006), in promoting social media presence, people spend more time
on social media platforms such as Facebook and YouTube than actual websites. As more
people use their smartphones to connect to the net, the business of mobile apps has
boomed. It makes sense for the travel industry to jump on the app bandwagon to promote
brands, products and services and stay uppermost in the public's mind.
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The Benefit Of Social Networking (Facebook) Towards Tourism Industry
Social media, which are based on web-based, mobile based or cloud based technologies
have created wonders as far as accessibility is concerned. According to Tinancho
Chitongo (2013), the power and popularity of social media on the internet for commerce
and communication allows industry players to connect with hundreds of millions of users
around the world. In this case, there are a few benefits that social medial can produce. For
example by using Facebook provide it has all the attributes that will be helpful in
marketing and management. This is particularly important for tourism industry field since
they are people professions.
Besides that, for tourism agency they can take an advantage to promoting their good
services for tourists by using Facebook. According to Tinancho Chitongo (2013), how
they are perceived abroad countries need to take an active role in promoting their unique
identities in order to attract more visitors. This requires a thoughtful strategy in shaping
individual nations’ brands. According to Henrikson (2009), the tourism industry as a
whole encompasses a variety of different service and consumer product industries. One
type of tourism office is a destination marketing organization that are responsible to
achieve their goals by branding the area as a whole and advertising that brand and
promoting their special accommodations, activities and also their attractions.
Tourism Marketed Through Social Media
According to Beirut (2008), the ability of social media to influence decisions is more than
overwhelming, especially when it comes to sharing experiences with others and allowing
them to live the moment beforehand. As example, You Tube. Imagine you want to go on
a vacation and don’t know where. You go online, Google Peru for example and read
some articles about the weather and culture there. Then, you decide to search Youtube.
Beirut adds, Facebook also plays the same role as the most famous social media
nowadays. Sharing photos and videos of where you have vacationed and what you have
done there, through Facebook, is a wonderful marketing tool as well. When your friends
see your pictures happily skiing somewhere or swimming somewhere else, they would
want to be in your shoes.
RESEARCH QUESTION
In order to study the relationship between Facebook and it helps to develop a country’s
tourism, these research questions were asked:
How does Facebook help a country’s tourism?
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How does Facebook attract the attention of future tourists?
In what aspect does the usage of Facebook affects a tourists’s decision?
RELATED THEORIES
A suitable theory for this research is two-step flow of communication model.
Based on this study – as for two-step flow communication model can be related with this
research is because the researcher will do the research on how most people form their
opinions under the influence of opinion leaders, those initially exposed to a specific
media content and interpret it based on their own opinion, who in turn are influenced by
the mass media, Facebook. According to Lazarsfeld and Katz (1955), mass media
information is channeled to the “masses” through opinion leadership. The people with
most access to media and having more literate understanding of media content, explain
and diffuse the content to others. This theory concluded that the traditional image of the
mass persuasion process must make room for the “people” as intervening factors between
the stimuli of the media and resultant opinions, decisions and actions.
Eg: According to Charlotterochelle (2011), when an individual reads the information in

Facebook, despite the facts being there, they are still reading information in their own
way and including their opinions in this such as what they feel about a certain piece of
information.
The person who sees and passes on this information is the opinion leader and tends to be
much more influential when the certain issue/interest is shared by everone in that group.
METHODOLOGY
In-Depth Interview
In-depth interviewing is a qualitative research method of research that involves

conducting in-depth individual interviews with a small number of respondents to
understand their perspectives and opinions regarding a situation or idea.
Boyce & Neale further adds that in-depth interviews are useful when detailed information
or opinion is needed from the informants thought and experience towards the subject of
the research. Besides providing a relaxed atmosphere of researching, in-depth interviews
most important advantage is that they provide much answers from each informant,
researchers had group the answers according to a specific theme or similarity.
50


Once the answers had been grouped together according to similarity from all the
informants, researchers were able to come up with a conclusion based on the ideas and
opinions gained through the interviews. Thus, researcher were able to interpret the
answers gained and came up with a conclusion for the research paper.
FINDINGS AND DISCUSSIONS.
RQ 1 : How does Facebook help a country’s tourism?
According to Respondent A, tourists will search for things that are common sense. As
tourists, when they want to travel, they would want sufficient amount of information.
Tourists can also call the numbers given on Facebook pages or send them an email based
on the details in the Facebook page. According to Respondant B, promotions can be
made on Facebook by posting about upcoming events on official Facebook pages such as
Tourism Melaka or Cuti-Cuti Malaysia’s official Facebook page. Pictures play a big role
in helping a country’s tourism. Tourists will develop a sense of longing when they see a
captivating picture. Respondant C said that Facebook is a very effective platform to
promote the country’s tourism. With the ever growing technology, Facebook can be
easily access by the tourists if they want to know more about the country.
As a conclusion, all the respondent agreed that future tourists need a sufficient informtion
and more pictures so that they can imagine the place that they are about to go so that they
would not waste their money and time on towards a place that they are not familiar.
Therefore, from the interview above, researcher can conclude that the repondents are
agreed that Facebook is one of the medium to search the information about certain
country.
RQ 2 : How does Facebook attract the attention of future tourists?
According to Respondent B, Facebook pages needs to be up to date so that the tourists

can know what are the attractions and promotions around the area when they are here to
visit the country. Testimonies are also very important for the tourists. They would want to
know what other tourists felt when they were visiting the country. This is because they do
not wish to have a bad experience when visiting the country. According to Respondant D,
there should be enough information on the Facebook page so that the tourists will have
enough information without having to search through anything else. Pictures and videos
are also very crucial because those are the information that tourists need to decide on
their travel destination. Respondant C added that Facebook has a faster update compared
to any other social media websites.
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The conclusion that researcher get is in order to attract the future tourists to spend more
time scrolling the facebook page as to get infos on the place that they are about to visit,
we think it is a must for the admin to keep on updating the latest information on their
page. Plus, they should provide everything including pictures, activities and so on.
However, majority of them agreed that Facebook is more up to date and contain all the
complete information as the attraction for tourists.
RQ 3 : In what aspect does the usage of Facebook affects a tourists’s decision?
According to Respondent C, Facebook is one of the mediums needed to provide

information. Not everyone depends 100% on Facebook alone. With several fake
Facebook accounts available all over Facebook, it is not shocking that it affects the
tourists decision to visit the country. Nobody likes a fake account because the
information posted may be fake and that they travelled all the way just for some fake
event. It will infact dissuade the tourists to come to the country again. Respondant D
agreed that fake Facebook pages changes the decision of future tourists because they do
not want to be lied to. According to Respondant A, people’s mentality will always effect
the perception of a person. Most people are quicker in picking up negative things rather
than positive things in life. Respondant E agreed that perception does influence other’s
decision based on what others say. Users connect with people on Facebook and their
friends can be from all parts of the world. It helps having friends from foreign countries
because these friends can help when they are not familiar with things around them.
Based on the interview, Researcher can conclude that respondent C and D does not
support those who made a fake account as they believe that this can give a trouble
towards the tourists in the future. They said that fake account can affect the tourists
decision based on their perception. While other respondents believes that tourists might
changed their plan if they heard negative stories regarding the place that they were about
to visit.
CONCLUSION
The recent increase in the number of people going online to research and plan their
vacations has prompted travel brands to develop a solid digital presence. Although some
are still testing the waters, many travel brands have already made social media an integral
part of their marketing strategy. travel agencies are using social media to communicate
with potential customers and keep existing customers updated with the latest offers and
information.
From sharing travel experiences online, to planning vacations based on traveler-generated

ratings, there has been a dramatic shift in consumer behavior in the travel and tourism
52


industry in recent times. The increasing use of various social networking channels for
travel planning leaves no doubt that social media is an integral part of the travel business.
The rapidly changing digital landscape means that more and more tech-savvy travel
companies are now going the social way. The low investment, high returns benefit of
going digital has prompted travel agencies to fill in their Facebook pages, Twitter
accounts and blogs with travel guidelines, destination details and other valuable
information.
REFERENCES
Beirut, H, (2008). Tourism Marketed Through Social Media, Retrieved February 1, 2014,
from http://goarticles.com/article/Learn-About-The-Explosive-Impact-Of-Social-Media-
On-Tourism-Market-Research-From-Mandala-Research/4604008/
Boyce & Neale, (n.d). Social and Media and Tourism, Retrieved January 1, 2014, from
http://goarticles.com/article/Tourism-Marketing-Firm-Features/4968093/
Casavana , (2011). Social media and maketing. The benefitnof Facebook. Retrieved
January 12, 2014, from http://www.eyefortravel.com
Charlotterochelle, (2011). Theoretical Model of Media Audiences – Two Step Flow

Model. Retrieved November 20, 2011, from http://charlotterochelle.wordpress.com
Chitongo,T. (2013). Tourism industry can benefit from social networking. The
Zimbabwean. Retrieved January 12, 2014, from http://www.thezimbabwean.com
Chong, F, (2006). Social Media In Tourism, Retrieved January 6, 2014, from

http://goarticles.com/search/?type=&q=Social+Media+Marketing+Tips+To+Promote+Y
our+Business&x=53&y=8
Henrickson, J , (2009). New media impact on tourism. Social media implementation in

tourism and hospitality. Retrieved January 12, 2014, from
http://www.marieonewmedia.com
Smulian,A, (2010). Social Media Drives Tourism Worlwide. Retrieved January 4, 2014,
from http://goarticles.com/article/Social-Media-Marketing-for-Travel-Brands-and-
Services/5285630/
Sarah, P, (2007). A Brief History of Facebook. Retrieved July 25, 2007 from
http://www.theguardian.com/technology/2007/jul/25/media.newmedia
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SUB-TOPIC 2:
MEDIA AND ECONOMY
THE INVOLVEMENT OF MEDIA IN EMPHASIZING THE ECONOMY OF SMALL

AND MEDIUM ENTERPRISE
Nursyadatul bt. Mohd Shafie, Sharifah Nurisnadia bt. Syed Mohd Shahidi, Azureen bt. Abdul
Hadihalim, Khadijah Sabirah bt. Mohd Sofian, Nur Iman Nadira bt. Rohimmi, Umar Shafiz b.
Samsuri, & Siti Nasarah Ismail
SME stands for small medium enterprise that helps the economy of the country to grow
by letting small and medium business parties to participate in the business industry. This
small medium enterprise business helps the people by giving them jobs to earn money for
living. Other than that, it encourages the young generations to earn money by using their
own creativity in doing businesses in which can be done with low cost materials and
wages and also the payment for the other workers. Even though it is a risky move to start
up a business but there is always a way to solve a problem. Many of us have doubts with
these small medium enterprises activities but the truth is, we as the population of our
country, we do buy things from these SMEs. The issue is, we don’t have enough expose
on what these SME businesses can do to the economy. It really helps the economy by
moving up the sales in the country and also getting our own local items to be known to
others from other countries. We are interested to go deep in this topic because we want to
see how the media affects the economy of Small and Medium enterprises (SMEs). In this
study, we can see how the small medium enterprises build up and expose their activities
to Malaysian citizens in the country with the help of media. Also, to media help Small
and Medium Enterprises (SMEs) to expand their business internationally
Keywords: Economy, Media, New Media, Small and Medium Enterprises(SMEs)
INTRODUCTION
Small and medium Enterprise (SME) also known as small and medium scale
industries or businesses are the essential part of a healthy economy. The SME sector
represents over 90 percent of enterprises in most of developing countries and contributing
40 to 60 percent of the total value added to the national economy. For consistency and
comparability of data across sectors, the working definition for SMEs in the mining and
quarrying sector and construction sector will be based on the SME definition for the
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services sector. (National SME Development Council, 2005)
Thus, according to National SME Development Council (NSDC), 2005 have laid
out two main criteria: annual sales turnover and number of employees, although some
banks also list the amount of shareholder’s funds present as another criterion. These
criteria were to be adopted by all Government ministries and agencies, along with
financial institutions. These criteria apply to all SMEs of various sectors: agriculture,
manufacturing and services.
In recent years the SME sector has constantly registered higher growth rate
compared to overall industrial sector. The major advantage of this particular is that its
employment rate is at a very low cost making more Malaysian have much more of an
equally chance to start up their own businesses but not many of us take SMEs as the next
big deal since the media coverage regarding SMEs in Malaysia is very low. Educating the
citizen of Malaysia regarding how SMEs can be the next big contributor towards the
country’s economy should be taken seriously and also media need to help out these small
enterprises to make sure their products, services are getting enough coverage on ensuring
a better success for their businesses.
RESEARCH OBJECTIVE
To see how the media affects the economy of Small and Medium Enterprises(SMEs).
To study how media helps Small and Medium Enterprise’s (SME) entrepreneurs to build
up their businesses.
To determine how media help Small and Medium Enterprises (SMEs) to expand their
business internationally
SIGNIFICANCE OF STUDY
This research is intended to inform the importance of the involvement of media in

improving the small medium industry economic and the impact that entrepreneur will get.
This research also is to attract the media to continue to help and play a role in this
industry and helping raise the Malaysia economy. In fact, we also hope that this research
can help the media to run a study to help local entrepreneurs bring their product out of
state and can also help improve the country name to the world and help the increase
country's economy in the future by using this industry. This research is especially to
study about the relationship between media and Small Medium Industry in order to
promote and increase the economy of this industry especially economy increasing on
Malaysia economy.
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LITERATURE REVIEW
FINANCING SME IN MALAYSIA
According to Poo (2013) small and medium enterprises (SMEs) in Malaysia are broadly
defined as manufacturing, manufacturing-related services (MRS) and agro-based
industries that employ around 200 full-time employees or have annual sales turnover of
not more than RM50 million. The term also refer to enterprises in the services, primary
agriculture and information and communication technology industries with not more than
75 full-time employees or annual sales turnover of not more than RM20 million. Poo
(2013) also added that in many developed nations, SMEs are thought to contribute
between 40% and 60% to gross domestic product and 60% and 70% of the employment,
but the SME sector in Malaysia has not reached the mark yet. As one of the biggest
problems faced by newbie entrepreneurs want to have enough budgets and exposed to the
public regarding their products and services. More aggressive SMEs have taken
advantage of the funding and assistance provided and some have even ventured into
foreign markets. With the schemes, grants and assistance available, it is up to the SMEs
to step out of their comfort zone and create their economic growth as well as contribute
towards the Economic Transformation Programme in realising our nation’s aspiration of
attaining high-income economy status in 2020.
SME DEVELOPMENT IN MALAYSIA AS A MAJOR ASSET.
In this article, the author stated about how the SMEs have been at the forefront of local
economic development even before the country was declared independence in 1957.
Other than that, he mentioned that the most recent data indicates that SMEs now account
for more than 90% of all the establishments in the manufacturing, services and
agricultural sector, providing around 65 % of total employment and it is expected that the
value added production of SMEs to be around RM120 billion or 50 % of total production
in the manufacturing sector by 2020. He also talks about the challenges faced by the
SMEs. According to Kannan, SMEs play a significant role in the development of the
Malaysian economy. However, the contribution to the national economy is still relatively
small. The author explains that much has been done thus far by the government to
address this issue but only quite a few of them are still facing a variety of challenges and
obstacles that deter further expansion of their businesses. This is because of the rising
raw materials and input costs that increases the overhead costs as well as the cash flow
restraints. He also mentions that the companies that are accessible through social media
and engage with consumers openly will encourage these consumers to spend between 20
to 40 percent of more money with them. He also stated that the companies must not just
limit their market to just Malaysia, alone but also through the use of web marketing. The
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author express that the SMEs can grow at a much faster rate by expanding beyond the
local market with limited capital outlay.
SOCIAL MEDIA MARKETING IN A SMALL BUSINESS
This article was written by Sarah Coax (2010) entitled “Social Media Marketing in a
Small Business”. Through this article she explains about the importance for small
business entrepreneurs to have a deep knowledge and friendly with social media
nowadays like Twitter, Facebook and so on. She also have stated about the strategy of the
small business entrepreneurs to grow their and by using the social media. Thus, at the
same time, this articles have reveal about the different strategies that been used by small
business entrepreneurs and also and how they can maintain their relationship with the
customers by using the social media. “SME sector is important within most economies, it
is important to understand how small business is taking advantage of marketing
techniques and social media best practices to help promote business to consumer
relationship.” Through that statement it can be shows that social media does really help
the entrepreneurs especially for the small business entrepreneurs to grow their business
especially in term of their business marketing. In addition, it is one of the easiest ways to
help one business to maintain their relationship with the customers. Social media does
help one business to convey their message easier and fast as most of people nowadays are
really dependable with their internet. It can be said that almost each person in this world
does used internet, and it can be said that social media, seems to be human needs not
wants. The study concludes that, social media creating relationship with other business,
increases brand exposure, increasing sales and so on. Thus it shows that using social
network is one of the best ways to develop and expand one business. It absolutely can be
used by the small business entrepreneurs to expand their business at lower cost.
METHODOLOGY
The method that the researchers used for this research is qualitative research. According
to Key (1997) qualitative research is a generic term for investigative methodologies
described as ethnographic, naturalistic, anthropological, field, or participant observer
research. It emphasizes the importance of looking at variables in the natural setting in
which they are found. Detail data is gathered through open ended question that provide
direct quotations. The interviewer is an integrals part of the investigation. This differs
from quantitative research which attempts to gather data by objective methods to provide
information about relations, comparisons and predictions.
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For further research, the researchers also used in depth interview to get more detail
information about this research. This type of interview involves asking informants open-
ended questions, and probing wherever necessary to obtain data deemed useful by the
researcher. For this research, researchers already interviewed six individual from media
industry, small medium enterprise people and also lecturers that have knowledge about
the topic.
The researcher also used purposive sampling which means the interviewee of this
research will be selected for reasons, not by randomly as to achieve a more precise
answers because purposive samplings is more suitable for this research where it can
easily reach the targeted sample quickly by receiving opinions of the targeted
populations. Thus, the researchers have interviewed two interviewee from the media
industry, while another two people from small medium enterprise who have long
experienced in business industry, and lastly two lecturers who have deep knowledge
about economy and small medium enterprise.
DISCUSSION & FINDINGS
RO 1 – To see how media affects the economy of SME
Based on our research towards a number of people that are involved in this industry, they
had agreed that media affects the economy of SME. An organization that does not have
the media support or coverage from media, especially towards company that want to
promote their product widely, it is quite difficult to compete and grow as opposed to the
organization that owns media support. According to Kanna (2013) he mentions that the
companies that are accessible through social media and engage with consumers openly
will encourage these consumers to spend more money with them. Plus the companies
must not just limit their market to just Malaysia, alone but also through the use of web
marketing.
In the current business situation, it is no doubt that the support from media is to bring the
importance of enhancing the competitiveness and performance of SMEs. In today’s
world, in order to be in line with the fast moving world, the industry is forced to move
forward in line from developed countries to another. SMEs need to attract more media
support to meet the consumers, and generate profits and higher income. Therefore, it is
important for SMEs to take steps to modernize and improve the machinery, equipment
and operations to improve efficiency and productivity.
All of our respondents agreed that media affect the economy of SME. The influence of
media that can attract public attraction are one of the factor this industry can be more
successful. The economy lecturer of Universiti Teknologi Mara, Alor Gajah Sir
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Mohamad Idham Bin Md. Razak (not stated), stated that “Entrepreneurs are been exposed
to the public easily as they are been seen on television, heard on radio programmes and
so much more”.
This is also supported by the owner of Norazizah Food Industry, Sir Iskandar (41). He
stated that “You can see how the people who start at the bottom, sometimes used only 20
dollars as the capital to start, but when the media get involved, no matter who you are,
where you come from, all of you will succeed.”
Madam Rosnain Rustam who had involved in the industry as entrepreneur also agreed by
saying “Media is one of a medium to promote a product. A lot of people nowadays get to
recognizea product through a media because technology has been widely used by our
Malaysian society.”
Manager of Pinjaman Tabung Ekonomi Kumpulan Usaha Niaga (TEKUN) Kawasan

Parlimen Alor Gajah, Mohd. Naszri Bin Hussin (31) stated “For example, Sos Udang is
only known around Alor Gajah, but when the media advertise about this product, people
around Malaysia will know about it. So, media really affect the economy of SME because
it helps them promote the unpopular products.”
The journalist, Mohd Arif Hamidi who is stringer for Harian Metro, Berita Harian and
Sinar also agrees by saying “the involvement of media awareness will help SME to
success”. This statement also had been supported by an experienced lecturer from
University Putra Malaysia, Sir Rohimmi Noor, “The media clearly can help the small-
medium enterprise entrepreneurs to get to promote their products and services by putting
up advertisements.”
RO2 : To study how media helps Small and Medium Enterprise’s (SME)
entrepreneurs to build up their businesses.
According to Sarah Coax (2010), she mentioned about how SMEs sector is important
within most economies. It is important to understand how small businesses are taking
advantage of marketing techniques and social media best practice to help promote
business to consumer relationship. This shows that the involvement of media is needed
towards the development of the business industry. Based on Kristen Rudyk (2013), by
having social media, small companies can publicize their business without using a lot of
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money.
Majority of our respondents believed that media is helping them to build up their
businesses. This statement can be supported by Iskandar (41), he stated that the media
does have a big influence in helping to bring his company to a level that he never
dreamed of. He started his small business in his own house but after getting a good
coverage from the media, then his business is well known well by the public. Thus,
making him known well until to the extent that the government has gave him a building
of his own to manage his business even better. This shows that having enough coverage
from the media will give positive impact towards his company.
Mohd. Naszri Bin Hussin (31) also supports the statement by saying that media,
especially the social media help companies a lot because people are spending more time
on Internet. Thus entrepreneur should use the approach of creating a Twitter account or
Instagram account or other social networking to promote their products. He also said the
media will help SMEs industry to grow even better.
Madam Rosnain Rustam (not stated) also added that the media had given the opportunity
to her business to grow successfully. All of the positive feedback received from the
article written by the reporter had increased the number of customers and the business
profit itself. This is a way that the media have exposed her business widely to the public.
Rohimmi Noor (not stated) said in his professional opinion, the small-medium enterprise
entrepreneurs’ business does have enough media coverage to promote and take their
products and services in front, to show to the whole world that these products does
actually has quality. The media also have been doing good improvements towards SMEs
business as in to publicize to the public about SMEs products.
All the statements given by the respondents showed that the media are really helping
them in the sense that they are the ones who are responsible towards the development of
the company’s growth. This shows that the entrepreneurs should really build up good
relationship with the media as to make sure that their business will expand even better in
the future.
RO3: To determine how media help Small and Medium Enterprises (SMEs) to
expand their business internationally.
According to Poo (2013), in her article that “Malaysian government has come up with a
solution but not yet many people are aware of these agencies, SME Corporation
Malaysia. A specialised agencies was establish on 1996 to spur the development of SMEs
by providing infrastructure facilities, financial assistance, advisory services, market
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access and other support program. So it is imperatives that SMEs stick competitive and
innovative and continue to grow the business to position themselves along side of their
international competitors with the help of SMEs funding”. Kim & Ko (2012) also added
regarding how media is especially social media to expend their businesses internationally.
It is very important that the media, especially the social media is used widely and it will
certainly help those involved in the industry to help promote their product to the
community and perhaps also to the international market.
Mohd Arif Hamidi (not stated) who is involved in the media himself said that media do
contribute to SMEs industry in order to go to international market. The media are trying
to help those entrepreneurs to expend their market. He also said that the coverage given
by media is really important in order to make the product to be well known to the public.
The statement from Sir Iskandar (41) also supported regarding the subject on the
entrepreneurs who dream to go into international market. He said without the support or
coverage from the media, it is impossible for the product to stay long in the market. This
issue might give problem to the entrepreneur because they had spent much money in
order to place their product in the international market in the first place.
Same goes to Madam Rosnain Rustam who said that media are playing a big role but also
with the support and help from the government. Also with the support from others, it is
also impossible for the product to stand alone in the international market. This is the
reason why the relationship among the entrepreneur with the media and the government
are very important to keep up with the business.
Mohamad Idham Bin Md. Razak (not stated), added that problems about SMEs are
regarding on marketing issue and promotion. It shows that media does play a really big
role in promoting the ideas from these entrepreneurs. He suggested that media should
give more attention towards the SMEs business problems because it involves high cost if
the products are going into international market if they want to do promotion. Thus,
helping out these entrepreneurs will help these entrepreneurs.
Mohd. Naszri Bin Hussin (33) said that media needs to help these kind of products to do
their promotion overseas so that our local market can go internationally and people will
recognize the products. The best way to spread the information is through media. So
media is very important as that they need to hold the responsibility of whether the
business can succeed or not in the international market.
CONCLUSION
As a conclusion, the involvement of media in SME industry does really affect the
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economy of SME entrepreneur. From the research, it can be conclude that, the
involvement of the media does really help the economic development of the SME
entrepreneur. This is because due to the increasing technology in the developed world,
most people, including Malaysians rely on the media to get information. Thus, the
exposure about a product or a small business through the media, can provide awareness
of Malaysian customers about the existence of one product. For example, television and
radio can show advertisements about events related to SME, and the internet can publish
post or advertisement about this trade.
Other than that, it is hard for the entrepreneurs to start up a new business, especially
if it is a small business. They will be facing a lot of challenges, such as not having
enough exposure about their products or do not have enough money to advertise their
businesses. This can be such a burden for them. However through the research that the
researchers have done, the researchers found out that the government does really help this
entrepreneur to get the coverage from media. For example through expo or any
programme that the government done for the SME entrepreneur, the media would also be
there to make a story about that event. At the same time they would also promoting the
business of the entrepreneur who also the participant of the event to get more information
to make their story more attractive to the readers.
Finally the media involvement in the SME industry does help this entrepreneur to
expand their business internationally. It is all because the media is the only promoting
medium that could give an exposure and awareness towards a large number of people
rather that used other medium. Thus, the involvements of media are really important to
make this SME business being recognised and expand into international level.
REFERENCES
Chermaine P. (2013). Financing SMEs in Malaysia. Retrieved on November 23, 2013

from www.thestar.com.my
Hafizie & Shuhada. (2013). Penggunaan Media Sosial: Elemen Kebolehlihatan

Usahawan
Industri Kecil Sederhana (IKS). Retrieved on November 21, 2013 from www.ukm.my
Khairul (2012). The Role Of Media Social In The Marketing Of Small Medium
Enterprise
Retrieved on November 28, 2013 fromwww.hmetro.com.my
Long, K. J. (2004). Research-methods. Retrieved on November 25, 2013 from
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www.encyclopedia-of-social-science-research-methods
McLeod, S. (2008). Qualitative-quantitative. Retrieved on November 30, 2013 from

http://www.simplypsychology.org/qualitative-quantitative.html.
National SME Development Council. (2005). Definitions for Small and Medium
Enterprise
in Malaysia. Retrieved on December 25, 2013 from www.scribd.com
Predeeben K. (2011). Sme Development In Malaysia – Challenges And Solutions.

Retrieved
on December 1, 2013 from www.sharesinv.com
NEW MEDIA IN HELPING THE GROWTH OF SMALL MEDIUM

ENTERPRISE
Azra Muqaffa Bin Abdullah, Mohd Shaiful Rizal Bin Mat Asri, Mohd Syafique Bin Azhar,
Mohd Zaim Zulqarnaen Bin Junaidi, Amelia Nadia Binti Azharul Nahar, Julia Binti
Mohamed Johan & Siti Nasarah Ismail
The purpose of this research is to investigate on how new media can help small medium
enterprise (SME) generates Malaysia’s economy, it is also done to understand and take
advantage of the effects of new media on small medium enterprise. The researchers
would like to call attention on the new approaches of how new media can help small
medium enterprise that the researchers have found. Nowadays new media are used
excessively for advertising purposes, however we don’t see much of small medium
enterprise's product on the net. Thus, the researcher would like to see how new media
could influence small medium enterprise as ell as Malaysia's income. Research data are
collected by interviews and purposive sampling. This is so that the results we get would
be more precise and accurate. Researchers use three research questions with 5 questions
as their sub question. Researchers hope the results would conclude on how new media
can help greatly with sales of product from small medium enterprise. The results could
open up new opportunities for small medium enterprise to grow as well as help with
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Malaysia's economy as well as discover the pros and cons of new media advertising.
Keywords: SME, economy, new media, advertising
INTRODUCTION
New media advertising has in very little time left behind the conventional media forms
because of the innumerable benefits that it provides over them. Online media advertising
unlike its other counterparts provides maximum exposure. And if we are to believe the
experts new media advertising is sure to witness a boom in the near future around the
globe. New media advertising makes sure ads can be viewed anytime of the day and
people can revert to them as and when they want to. The latest addition to the stream of
new media advertising is cellular phones that are going to take advertising on an all-new
level. The concept of paid ads to the recipient has already made a foray and is sure to
steer a revolution in the times ahead. With new media, SME’s products are sure to be
known worldwide.
PROBLEM STATEMENT
New media advertising also allows you to customize your ads by going in for the
language of your choice and it is highly used by people all over the world to promote
their product. However SME’s product can hardly be seen through this channel. Thus, it
is obvious that they do not practice this method of advertising. Today Malaysia exercise
import and export with almost all of our natural resources. Why not do that some more
and help local businessman that runs SME business at the same time? Most of the people
who ran SME business lives in a rural area and does not have an easy access to the new
media and are easily overlooked by the society at large. Thus, how can new media
influence SME’s as well as Malaysia’s economic growth?
RESEARCH OBJECTIVE
To investigate on how can new media help small medium enterprise (SME) generates
Malaysia’s economy.
To determine the effect of new media on SME.
To identify new approaches on how new media can help SME.
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RATIONAL AND SCOPE OF STUDY
In this research, the rational and scope of study is to find ways to enhance how new
media can help Small Medium Enterprise (SME) to generate Malaysia's income. This is
one of the ways to counter all the issues that have been brought up by SME. Researchers
would like to create self-awareness in people about SME and how it could help the
country. Researchers will also investigate on the effects of new media towards SME.
Would it help it grow or will the opposite happen? This research could be used as a
guideline for businessman who wants to promote their SME products. For this study,
researcher’s scope of study will be focusing on adults or people in society that involves
themselves in SME industry aged between 25 years old to 40 years old in Melaka.
Significance of Study
Policy
In this research, the researcher use society as a main target. For this research, the Ministry
Of Communication and Multimedia can use this research as a reference for them to
control the flow of media. For example, advertisements about SME product could be
shown only to targeted audience. This research can be used by Ministry of Finance as it
could help improve Malaysia’s economy. If the business gets big enough SME products
could be exported to other country thus it could involve the Ministry of International
Trade and Industry. This research can also be used by the Ministry of Rural and Regional
Development as they could link all SME businesses in rural area to the whole wide
world. As we can see by doing this research it would involve a lot of people and help the
owner of small businesses thrive.
Practice
The main target for this research is adults who have prior knowledge of SME industry
especially those who own a small business in that industry. This is because the research
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could help their business to thrive as well as help improve Malaysia’s economic state. It
is important to know how they were influenced by the media and how to overcome all the
issued that have been point up. In this research also, the researcher want to identify what
is the effect of all the issues. Business owners should use our research as guidelines to
promote their product and make it bigger. They should be exposed to new media’s
potential in life such as what they can do. New media should be exploited fully by these
business owners.
LITERATURE REVIEW
Creative industries boost economies and development, shows UN Report
So according to Unesco (2013), one of the creative economies that is new media as the
method of promoting Small & Medium Enterprises within a country and it is one of the
most rapidly growing sectors of the world economy. In terms of income generation, job
creation and export earnings, it is also a highly transformative sector in numerous
innovated countries. Malaysia will be more improved in economic state if they used the
new media as their platform to promote their products especially those Small & Medium
Enterprises (SMEs) products. This innovative method (new media) can help creative
industry professionals perform more effectively in both a local and global market that is
in perpetual artistic and technological evolution.
Social Media effect's on World Economy
Apart from providing thousands of jobs, some social networking channels are inventing
innovative ideas to earn revenue. For examples, gaming sector has got a huge boost from
social media. Facebook Ads contributes a great deal into their approximate $4 billion
revenue. Every industry is making money hand over fist from social media and there’s no
denial in that.
How social media save the economy
Last but not least, business is now pouring in through social media. There is a reason why
Facebook ads contribute the large bulk of Facebook's estimated $4 Billion in revenue
(Nathan, 2011). Businesses are making money hand over fist from these ads. The fact is
that as the world marveled at how the world was passing them by, they forgot to take a
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look at how much this new world had provided them.
Economic Ambitions and Broader Implications
Nostalgia is indeed new media to do the development of a country. We can see more
clearly and brightly that the existence of these new media can transform our economy
with the creation of a wide range of easy access internet anywhere. Indirectly help the
youth of today to get information, communicate with each other through links internet
applications like Facebook, Twitter, blog and so on.
Small and Medium Enterprise (SME) Annual Report 2005
Agri Bazaar is an internet system for farmers, producers, retailers and exporters to
interact and conduct their trading on-line. It provides business information, including data
on new supply, supply feedback, price quotations, logistic services, inventory
management, market projections and payment management. Therefore, SMEs using Agri
Bazaar will be able to discover the best prices for their products, gain greater access to
the market, and thus, expand their business (Secretariat National SME Development
Council, 2006)
Research Theory
In this research, the researcher use agenda setting theory. Agenda setting theory is the
process whereby the mass media determine what people think and worry about. Walter
Lippmann, a journalist first observed this function, in the 1920’s.
METHODOLOGY
Research Design

The research design refers to the overall strategy that you choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will
effectively address the research problem; it constitutes the blueprint for the collection,
measurement, and analysis of data. Note that your research problem determines the type
of design you can use, not the other way around (Gimblett, 2006). A research design
encompasses the methodology and procedures to conduct scientific research. The design
of a study defines the study type (descriptive, correlation, semi-experimental) and sub –
67


type (e.g, descriptive-longitudinal case study), research question, hypotheses,

independent and dependent variables, experimental design and if applicable, data
collection methods a statistical analysis plan.
Purposive Sampling
A purposive sample, also commonly called a judgmental sample, is one that is selected
based on the knowledge of a population and the purpose of the study. The subjects are
selected because of some characteristic. In this research, the researcher will interview
some of the informant to receive the feedback for this topic research. The informant will
be among adults age 25-35 years old in Melaka that have prior knowledge about
researcher’s topic.
In- Depth Interview
In-depth interviewing is a method of qualitative research in which the researcher asks

open-ended questions orally and records the respondent's answers. Interviewing is
typically done face-to-face, but can also be done via telephone. In-depth interviews are
different from survey interviews in that they are less structured. In contrast to survey
interviews, where the questionnaires are rigidly structured, in-depth qualitative interviews
are flexible and continuous. They are not locked in stone and are often not prepared in
advance (Crossman, 2012)
Unit of Analysis
According to Crossman (2011) the unit of analysis is the major entity that analyzing in
study. It is the 'what' or 'who' that is being studied. Units of analysis are essentially the
things we examine in order to create summary descriptions of them and explain
differences among them.
Data Analysis
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Analysis of data is process of inspecting, cleaning, transforming and modeling data with
goal of highlighting useful information, suggesting conclusions and supporting decision
making. Data analysis has multiple facts and approaches, encompassing diverse
techniques under a variety of names, in different business, science and social science
domains.
Thematic Data Analysis
Thematic analysis is the most common form of analysis in qualitative research. It

emphasizes pinpointing, examining, and recording patterns within data. Themes are
patterns across data sets that are important to the description of a phenomenon and are
associated to a specific research question.
RESULTS AND FINDING
RQ 1: To investigate on how can new media help small medium enterprise

(SME) generates Malaysia’s economy.
New media is a pot of gold
According to Haspiah Hassan (2014) If we think with logic, marketing could be done
more widely and it depends on the entrepreneur, how they handle their company, this
includes their blog website and advertising and how they maintain after sales service, that
is their response to the public. If the entrepreneur is good with ICT, we can see their
profile and compare it with when they open their store because ICT is a good medium to
promote any product. When a person opens a store, they will have wait for the customers
to come … with new media however, business can be handled through the phone as well
as the internet and business could flow in nonstop.
Agreeing with Haspiah Hassan, Mr Is confirmed that sometime this year, when he met
with a reseller that used new media as a way to promote Mr Is’s product, the reseller
gushed how new media has truly help the business to gain much more profit compared to
his sales before.
New media is windows of opportunity
Haspiah Hassan also said IKS, needs manpower, machine, method and money, the 4M
basically. Man power contributes in building the industry and they will use energy to help
create job opportunity for the environment. With new media, expansions of business
could start and thus create more opportunities for people.
Opportunities are everywhere. We have our own specialities and our competitors have
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their own specialties Mr Is added People just need to find it and exploit it well.
RQ 2: To determine the effect of new media on SME..
New media is indispensable
According to Azra Izua people nowadays has become completely devoted to new media.
It is even said that new media is a necessity especially to those younger generation. It’s
hard to reach out to them through any other media nowadays. Entrepreneurs should use
this opportunity to market their product to target this segment of customers. This would
open up many opportunities for entrepreneurs.
Haspiah Hassan also said new media could enlarge the networking of a company, when
you get involve with internet for example, entrepreneurs will have a large network of
information. Information sharing could be done through new media thus making it vital
and indispensable.
New media is life changing
Haspiah Hassan said entrepreneurs should always think positively and there are a lot of
positive things but when we think negatively, I’m afraid that it could leave an impact to
the entrepreneur. They can’t fulfill marketing demand because sometime when they enter
to the internet, the market will become bigger. If they not ready, they will give a bad
impact towards their company reputation. And make sure the entrepreneur need the 4M
and prepare the raw material and many more. Then their company’s reputation needs to
be taken care of.
Johari said from what he can see, there a lot of new technology nowadays. Hmm, new
media really can help, but it is up to the owner to handle with it. I’m not using new media
to market my product because I’m scared I won’t be able to catch up with all the orders
that my customer want, because there is way to much orders and there’s a very limited
time for me to do it. The pros is of course we can get a lot of profit by using it
RQ 3: To identify new approaches on how new media can help SME.
New media is a society
According to Hartini Ariffin You must find your own product X-factor to attract people.
Whatever you want to do, you must find your own speciality. (While pointing fingers to
researcher) If you want to start a new business, you must find partners that have
70


experiences in business because we don’t know what will happen in future. If you have
parents that are already in business, join them, because there are chances to have a better
future in business segment. Just grab the chance before others take it and you can create
your own society on the internet. By jumping into business not only can give you profit
but can contribute to our economy.
Mr Is added I think the internet is the main medium among all new media because the
customers now focused on online selling. My clients branding are more successful and
my line of cookies production are wider and getting better.
New media is the new library
“Hmm, I think website is one of the best ways to market a product, because it contains a
lot of information and details for customer. (Looking at one side) My advice is if you
want to start a business you must be strong to face all the problems in future, because life
has its ups and downs and if you want to compete with your competitors please fight
healthy.” Said Mr Is.
According to Haspiah Hassan new media will enlarge the networking, when you involve
with internet for example, we will have a network information , so, sometime have a
people want to share and their ways to do decision, and what pro and cons, the
entrepreneur need to understand it.
CONCLUSION
The Internet has become an indispensable business tool, which has helped bring
the world closer. Receiving news from across the world, accessing knowledge resources,
and shopping online are simply a click away. The Internet has tremendous potential and a
lot to offer in terms of services. A person could basically do anything with new media.
The Internet has made the whole world a village where people can share information very
fast. People can now access their daily chores, tasks and requirements over the internet.
With all these benefit one click away, people should fully utilize everything internet has
to offer. Knowledge and communication could be reach so easily making the internet the
best teacher and the world a smaller place
REFERENCES
Andy Nathan. (2011). How social media save the economy. Retrieved June 14, 2011
from http://technorati.com/business/article/how-social-media-saved-the-economy/
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Anonymous. (2011). Social media effect's on World Economy. Retrieved June 27, 2011
from http://www.socialf5.com/2011/06/social-medias-effect-on-world-economy/
Braun, V. and Clarke, V. (2006). Using thematic analysis in psychology. Qualitative

Research in Psychology, 3: 77-101
Crossman. (2012). Sociology Definition of the Week: In-Depth Interview. Retrieved

February 29, 2012 from http://sociology.about.com/b/2012/02/29/sociology-definition-
of-the-week-in-depth-interview.htm
Crossman. A. (n.d.) Units of Analysis. Retrieved from

http://sociology.about.com/od/Research/a/Units-Of-Analysis.htm
Griffin. (1997). A First Look at Communication Theory, 3rd.
Lisa M. Given (2008). The Sage Encyclopedia of Qualitative Research Methods. Sage:
Thousand Oaks, CA, Vol.2, pp.697-‐698.
McCombs, M.E. & Shaw, D. (1972). The Agenda-Setting Function of Mass Media. POQ,
36; 176-187.
National SME Development Council. (2006). Small and Medium Enterprise (SME)
Annual Report 2005. Retrieved August 7, 2006 from
http://www.bnm.gov.my/index.php?ch=en_press&pg=en_press_all&ac=1279&lang=en
New Media The Future of Advertising (n.d) Retrieved from

http://www.exchange4media.com/e4m/bottombarfiles/New-Media-the-Future-of-
Advertising.asp
Palys. T (n.d.). Purposive Sampling. Retrieved from

http://www.sfu.ca/~palys/Purposive%20sampling.pdf
UNESCOPRESS. (2013). Creative industries boost economies and development, shows

UN Report Retrieved November 14, 2013 from http://www.unesco.org/new/en/media-
services/in-focus-articles/creative-industries-boost-economies-and-development-shows-
un-report/
THE CHALLENGES FACED BY ONLINE SELLER BY USING NEW MEDIA IN

PROMOTING THEIR PROUCT
Kamelia Narisya bt. Mohd Aripin, Nur Fawa Adleen bt. Badrul Hisham, Wan Azreen bt.
Abdullah, Nurshakirah bt. Mustafa, Fatin Elyana bt. Amir Zaki, Abdul Rahim b. Abdul
Rahman, & Siti Nasarah Ismail
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This research is about the challenges faced by online seller by using new media in
promoting product. The purpose of this research is to have a better understanding about
the challenges faced by online seller buy using new media in promoting product. To
know the ways for researcher to overcome the challenges that faced by the online seller
in order to promote the product and at the same time can enhance economic growth using
new media. Media is a medium for an individual operates a business where even save
time by simply using media such as facebook, twitter, instagram, and others social
networking. Sometimes, they use the new media well as knowing the right target
audience and consistently promoting their own product that will help customer
acknowledge their product and help to increase its economic growth. The data collected
to support the research is from a method that the researchers use in-depth interview. The
informants of interview focused on the students and lecturers of University Teknologi
Mara, campus Alor Gajah Melaka. The researchers approached informants from different
backgrounds to get their opinions on the topic of the research.
Keyword: New media, Online seller, Product promotion, Bussiness
INTRODUCTION
New media refers to on-demand access to content anytime, anywhere, on any digital
device, as well as interactive user feedback, creative participation. Media also deals with
the issue of things being new; many argue that new media technology such as mobile
phones is actually just a regeneration of old media and so therefore is not new. There are
many, many aspects of new media, as some examples like convergence, globalization,
cyberspace, digital-capitalism, interactivity and security (Terry, 2001).
New media is also known as a stage where a business company uses it as a tool to
expand their business and to promoting product. Running a business is not something that
can be done with the motion. Consistency is very important in business as well as a very
high focus needed to ensure success in every business (Wood, 2000). In fact, many are
just silence about it when there are those among family members of a business. To make
matters worse there are those among family members reacted negatively with respect to
businesses that want to participate. It is because of family opposition where they cannot
venture into the business through new media to help economic growth (Swystun, 2006).
Besides that, lack of knowledge and business strategy will be one of the reasons
in challenges faced by online seller by using new media in promoting product and also to
help economy growth (Kim, 2008). Basically, Knowledge is not only demanded purely
for answering examination room only. Knowledge should be required so that you are
fully prepared to face whatever it takes 'to the question' which appeared in your business.
Always learn from time to time with regard to the knowledge of new business so your
business can stay consistent and more successful in the future (MacDonald & Sharp,
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2003)
Sometimes there is no time for relaxing with family, Success means sacrifice and
if an individual is not willing to sacrifice time and energy for business, success would not
dare approach you (Owen, 2002). It is true that the family is the first, but you should tell
them your current situation so that they understand and do not take much of your time so
that you can stay focused on managing your business. This case cannot be developed the
economy growth.
Do not have consistent cash flow can be the main cause of a business going to
failure in less than three years is not a consistent cash flow and sound financial
management. The solution to this problem, they are encouraged to learn how to manage
finances in a more systematic and effective (Kim 2008). There are many government
agencies that organize workshops and seminars in financial management can be referred.
The rise of new media has increased communication between people all over the
world and the Internet. It has allowed people to express themselves through blogs,
websites, pictures, and other user-generated media. It can help to increase the economy
growth by doing online business through new media and at the same time can give so
many benefits to customer in promoting and introducing new product to others.
RESEARCH OBJECTIVE
RO1:To identify the preferred sites by the online seller to promote their product.
RO2: To study how much do new media help online sellers in their business.
RO3: To investigate the challenges faced by the challenges faced by the
online seller
by using new media in promoting their product.
SIGNIFICANT OF STUDY
Policy
From this research respondent especially The New Economic Policy (NEP) had
created new intra-ethnic inequalities and dramatically increased income and wealth
disparities in Malaysia. NEP was an ambitious affirmative action programmed launched
by the government in 1971. While NEP nominally ended in 1990, its successors pursue
similar affirmative action policies. Spatial inequalities, that are disparities between
beneficiaries in different regions, or between urban and rural beneficiaries, had similarly
increased. This spatial disparity was partly attributable to the government’s active support
of neoliberal policies, such as privatization of mega-infrastructure projects, and
inordinate attention to heavy industrialization.
Since the ultimate aim of these policies was to nurture big businesses owned by
74


bumiputeras, this inevitably meant that the poor, including those involved in rural
enterprises, had been neglected. Crucially too, a subset of targeted group had become
politically powerful, allowing them to also become economically well off.
Practice
Since the new media is a compulsory for everyone to use it, businessman should
take a good advantage to help the economy to growth and become more stabilize.
Businessman should practice the new economic policy so that there will be no deviance
case. Thus, the businessman can refer to this research as the guideline to use new media
wisely as to promote their business beside from this research also media practitioner
could identify the challenges that limit the new media function from helping the economy
growth.
Network effects and the economy of attention
The value of information products is measured by other rules than those that
apply to the value of material goods, where there is a direct link, for instance, between
scarcity and value. For software and many information products it is not always exactly
the opposite. Their value increases as they become more common. The faster a computer
program spreads, the more likely it is that it will become a standard, providing a basis for
follow-up business. Networking effects which increase the value of a product with each
installed unit can quickly lead to the establishment of lucrative monopolies, as
demonstrated by Microsoft and Intel. For this reason more and more IT companies are
adopting strategies of giving away their products. These free products are a quick way of
achieving a critical mass of customers. Once a standard has been thus established, it
becomes extremely difficult for the competition to gain access to the market. Free net-
based services of all kinds have since appeared on the scene, along with the first internet
providers who actually pay customers for time spent online instead of charging them for
it.
According to Georg Franck, this type of advertising-driven business model
comparable to free television indicates what is actually becoming scarce and expensive in
the information economy especially attention.
Commercial endorsement and advertising
According to British Broadcasting Corporation, this section outlines what outside

promotional work may be undertaken by those who "front", "anchor" or present BBC
output in any genre. It applies to the whole range of presenters from news presenters and
reporters to those who host entertainment programmes.
Current regulations prohibit government websites from commercially endorsing any
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product or service, and also ban advertising. Use of any one web service over another
could be considered an endorsement, particularly if it involves including a company’s
logo on a government website and there could be reasons not to link to sites that include
inappropriate advertising content.
The BBC does not seek to place unnecessary constraints on talent. However it is
essential that promotional activities do not constitute a conflict of interest and do not
undermine the editorial integrity of presenters, the BBC or the programmes they present.
Social Challenges
Products are developed to meet a specific need or want. Just because we have a
need or want in the U.S., doesn’t mean that need or want is universal. Different countries
are at different stages of economic development, and the need or want we have might not
have developed in enough other countries to create a viable target market. Other countries
have different cultures and different food preferences, grooming habits, living quarters,
recreational opportunities, lifestyles and clothes. English speakers might be few. Brand
names may not translate appropriately. Countries may have no interest in a particular
good or service that is selling well in America.
The skills challenge
New media workers are largely self-taught and invest a significant amount of time
learning and upgrading their skills. The New York new media professionals studied here
spend, on average, 13.5 unpaid hours per week in obtaining new skills. Skill acquisition
has been an individual responsibility both because the interactive nature of computer
tools allows new media workers to learn new skills at their own pace and within their
own learning style, and because formal learning programs have not kept pace with skill
needs in this fast-changing industry. (BBC, 2006).
The informal approach to acquiring skills in new media makes recruitment and
selection more difficult for employers because they cannot assess the skill level and
sophistication of potential employees or contractors.
In addition to technical skills in programming or the use of authoring tools, the

skills that are viewed as most important to success in new media include general problem
solving, the grasping of the big picture of a project or business, management of
relationships with colleagues, management of information and resources, and
management of customer relations. The most sought-after professionals are those people
who combine technical knowledge with sales, marketing, or managerial skills. These
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“hybrid” professionals need both a facility with new media technology and more
traditional business skills that can be applied to new media enterprises
METHODOLOGY
Research Design
The research design is based on the problem under the research issues, the
abstract framework of the study, and the purpose of the study. Research design provides
sufficient detail to suggest recommendations to answer the research questions. The
purpose of this section is to assure the reader that the type of research design is justified
and appropriate for the desired outcomes.
A qualitative method understands of human behaviour and the reasons that govern
such behaviour. Asking a broad question and collecting data in the form of words,
images, video etc that is analysed searching for themes. This type of research aims to
investigate a question without attempting to quantifiably measure variables or look to
potential relationships between variables. It is viewed as more restrictive in testing
hypotheses because it can be expensive and time consuming, and typically limited to a
single set of research subjects. Qualitative research is often used as a method of
exploratory research as a basis for later quantitative research hypotheses. Qualitative
research is linked with the philosophical and theoretical stance of social constructions.
In this research, we will focus more to the challenges faced by the online seller by
using the new media in promoting a product. So that, people can identify the best media
used to promote Malaysia economic growth and how much do the media helps the
development of Malaysian economy.
Data Collection
In Depth Interview
The in-depth interview is a qualitative method of analysis, which proceeds as

a confidential and secure conversation between an interviewer and a respondent. By
means of a thorough composed interview guide, which is approved by the client, the
interviewer ensures that the conversation encompasses the topics that are crucial to ask
for the sake of the purpose and the issue of the survey.
The primary research that will be used in this proposal is library research and
interview. In order to gather information about the challenges faced by the new media in
stabilize the economy, we are using internet as the tools for searching the journals and
related articles. This is very helpful since it giving us complete information to our
research. Another methodology is through interview. For this research, we will interview
5 respondents who are related in online business field and ask them question regarding
this topic since our respondent are among the lectures and the students.
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All interview were done face to face, the nature of questions used in this were
open ended and semi – structured which flexible, allowing new question to be brought up
during the interview session as a result of what the answer from the interviewee.
Respondents that the researchers going to interview, are those who run online business.
RQ 1: What are the preferred sites by the online seller to promote their product?
The preferred sites by the online seller to promote their product are usually they
using social network such as Instagram, Facebook to make people know about their
business online. They choose to do online business to earned side income. “The reasons I
choose to do online business is to save my budget instead of owned a store” said Nor
Azirah Alyani Awang, the owner of Fashionstalista. Apart from that, from today’s
economy there are several difficulties to stabilize our expenditure, moreover if we have
the life as a student. “I thought that by just receiving money from my parents is not
enough” said Khadijah Sabirah Bt Mohd Sofian, the owner of Seal of Style.
There are many advantages to do business online compared to business properties.

Small businesses might only need an email address to communicate with their clients,
customers and suppliers electronically. Other businesses might use their website to
conduct their entire business online. There are some reasons from opening online
business which is the global access, is 24 hours a day, 7 days a week. Secondly, the
online seller can also improved client service through greater flexibility. There are some
cost savings which they don’t have to pay for the rent and also they can have a faster
delivery of products. It is also may increased professionalism which opened the
opportunities to manage the business from anywhere in the world. Customers may prefer
to visit your website to find out about your products and services, instead of visiting you
in person. They will also expect to see your website address and your email on business
cards and other promotional materials.
The social networking is how today generation communicated with each other for
example Facebook, Twitter, Instagram and blog. An online presence for business is a
powerful marketing and communication tool, an incredible source of cost-efficiency, an
environmentally friendly way to work, a sign of professionalism and pretty much a
requirement today. Business online are the most powerful, fast and efficient marketing
communication tool and medium. There are also a minimal startup time & investment.
Search engine optimized websites pay themselves off very quickly as long as they
provide customers with valuable products or services. It is also the most environmentally
friendly way to run a business.
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RQ 2: How much do new media help online sellers in their business?
There is a lot of pros and contras of choosing the new media to open a business
online. From this research question number two, researchers have find out on how much
do new media help online seller in their business. Mostly, online seller chooses to open
their business because they will have an easier time to communicate with the
customer.”If we meet customers directly, there are a lot of things that they will judge. For
example, from the way we look and the look of our shop. All these little things can make
them less interested in our products. But through social media, they will be more
comfortable because it is not in person. Customers will have time to read about the
products and think about buying it or not” said Khadijah.
In order to have a successful marketing campaign, you must know exactly who
you are targeting, and why. Far from being limiting, a clear, refined target market
audience gives your content and marketing more clarity and focus and makes it that much
more effective.“New media really helps us reach our target market. We do know that
people spend their time more browsing on internet. So, by using Instagram as a medium
for our business, yes I would say that new media really helps” said Amir the owner of EH
EH NATION SDN BHD.
RQ3: What are the challenges faced by the online seller by using new media in
promoting their product?
New media is undoubtedly an effective channel of communication which brings

lots benefits for its user. However, those advantages come along with the drawbacks.
From this research question researchers have identified the challenges faced by the entire
respondent who run business online. In business, everything breaks – even if it doesn’t
have moving parts. To ensure your business continues to run smoothly in the event of any
kind of disaster, you must always be planning for the worst case scenario. One of the
challenges faced by the respondents is websites crashed. Websites crash is one of the
inevitable problems faced by anyone who works with any websites. This will then lead to
other problems which is miscommunication with the client. Client who cannot reach the
business owner to placed order will move to another online shop that is available at time.
Thus, the business lost a costumer.
Other than that, back out buyers also one of the common problems faced by them.
Both Amir and Azilah stated that that had faced this kind of situation and also the client
failed to provide us transaction receipt as the evidence to payment process. If these
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problems did not being handled carefully it may tarnish the business name and may result
the business face the profit loss.
CONCLUSION
New media has created a new economy, which by its explosive growth and sheer
size already changed our perception of traditional way of doing business. Companies like
Amazon, Zalora and E-bay have successfully created domination on areas. However, in
order to be successful on the net, you don’t have to be a giant like them. Many small and
mid-size companies managed to build online businesses quite profitably.
In fact, studies show small and mid-size online business will be the main growth
force of e-commerce in coming years. Streamlining these business processes through
online systems will allow companies to cut costs significantly in almost every sphere of
any business. For example: companies can reduce more than five percents of their
maintenance, repair and operation costs by adopting e-business solutions. This five
percent savings can turn into 50% of a business net profit. E-business makes it easier,
faster and cheaper for businesses to communicate with their suppliers and
their customers. Using email and online ordering systems, communication and
transactions can occur almost instantly.
The instagram, twitter, facebook and other social media is accessible twenty-four
hours a day, seven days a week. This means that buyers and sellers can conduct
transactions at any time, as opposed to the regular trading hours of traditional business
models. The new media can also make it easier and more cost effective for business
owner to track and analyse the buying patterns of their customers, and in turn tailor the
business to better suit their needs and expectations. E-business can provide cost saving
advantages for both buyers and sellers. Online sellers are able to reduce their overheads
as they don't need expensive shop fronts, as many employees or need to hold as much
inventory on hand. In turn, this allows them to reduce their prices and pass the savings on
to their customers, who save time and money by shopping from their own homes.
The fact that consumers have such wide access to a diverse range of sellers also
helps them to save money as they can search, shop around and compare prices quickly
and easily.
REFFERENCES
Atkinson, D.(1990). New media in new culture and social.
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http://www.asiamedia.ucla.adu/article.asp?parentid=52164
Baldwin,J.R.(2010). Perspectives across the disciplines.
http://www.inprofiledaily.com/index.php?option=com_content&id=1276:what-
are-the-negative-and-positive-effects-of-media-on-society&Itemid=75
Barnard, J., & Spencer, J. (Eds.). (1999). Encyclopedia of social networking and cultural
anthropology. London.
Belz, J. (2005). Intercultural questioning, discovery and tension in internet-mediated

language learning.
Belz & S. L. Thorne (Eds.). Internet-mediated intercultural foreign language education.
Serajul, I, B.(2009). Impact of new media technology on society.
http://www.asiamedia.ucla.edu/article.asp?parentid=52164.
THE ROLES OF ADVERTISING IN PROMOTING MALAYSIAN’S PRODUCTS

TO THE CONSUMERS
Wan Anis Aqilah Bt Megat Zambri, Nor Suziana Bt Zainol, Nur Izzati Bt Firuz,
Abdul Mu’iz B Norhasdi, Fatin Bt Hasbullah, Sharifah Nur Fatin Bt Syed Ahmad Agil,
Muhammad Ridhwan B Ramli & Siti Nasarah Ismail
The purpose of this paper is to identify the roles of advertising in promoting Malaysian’s
product to the consumer. Advertising has been one of the popular methods to advertise
products through media to build an image of the brand. To attract consumer’s attention,
advertising must made suitable for the target audiences. This research paper wants to
identify the level of effectiveness of the advertising to the consumers and the ways to
attract consumer’s attention to it. Advertising also maintain relationship between
products and the consumers to keep them updated. Furthermore, advertising are divided
into many types of categories which are newspaper, television, billboard, radio and so on.
Spreading information from mouth-to-mouth also could be categories as an effective
advertising that usually practiced by people. People will usually attract to the sales
promotion advertising such as get a free coupon, gifts, rebate and refundable items,
discounts, demonstration, samples of the products and so many more. A well-established
brand’s products need least efforts to commercialize the brand, but need to put more
efforts on focusing the product’s quality and satisfies consumers. The researcher will be
conducting an interview with 5 informants regarding the topic. They must me
knowledgeable and eligible in answering questions from the researcher. The prediction of
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this research paper is a good strategy and precise selection medium will creates a good
impressions about the products. Advertising that exist in Malaysia less more will be
contributing to our country because at the same time it will helps to promote Malaysian’s
products around the world.
Keywords: Advertising, Media, Economy, Malaysian Products
INTRODUCTION
Advertising is the method used by business, companies, and other organization to

promote their goods and services to the public. The aim of advertising is to increase sales
by showing these goods and services in the positive light. Advertising is the non-personal
communication of information usually paid for and usually persuasive in nature about
products, services or ideas by identifying sponsors through the various media (Richard,
1996).
Role of advertising in promoting business is to create awareness about the products and
to educate people. Other than that, advertising is important to keep a good relationship
with the consumers while creating a good image of brands and products. The more the
advertisements exposed to the public, the more attention brands will get. In addition, the
role of advertising is to keep reminding people about the brands and brings the curiosity
in them to know more about the products.
To attract more consumers, the advertising of the product should be offered more sales
promotions in terms of rebate, coupons, demonstration, premium gift, contest, free
sample and so on in influencing people about the products. A good advertisement has an
original identity about the products and well planned strategies that should be followed.
PROBLEM STATEMENT
Mostly, people do not know the actual roles of advertising in promoting products. Hence,
this research will be going to investigate the functions of advertising. Advertising
deserves acknowledgment in raising the standard of living of the consumers by
persuading them to use newer and better products at competitive rates. It is partly because
of advertising, it has become enjoyed by common man now. For example-television,
which has been only a dream for a common man a few decades earlier, has now become
very popular among all sections of society, which is, mainly due to advertising (Kannan,
2013).It is cannot be denied that it is really frustrating if there are no action taken when
seeing the advertisements. It shows that the advertisements are not successful in
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educating people about the products. We conduct this research to investigate the level of
effectiveness of advertising in promoting products. The barrier to better advertising is
having a poor strategy. The advertiser must think of the product’s future and developed
alternative strategies (Thomas, 2008).This research also wants to know the ways to attract
consumer’s attention through advertising. What should be done and should be avoided in
advertising products. What is really important is to identify the target markets and
audiences of the products. Study their needs and wants, their desire as well. The
attractions of the advertisements are different by level of ages.
RESEARCH OBJECTIVES
To study the roles of advertising in promoting Malaysian products to the consumers.
To investigate the level of effectiveness of advertising in promoting Malaysian products

to the consumers.
To identify the ways to attract consumers’ attention through advertising.
LITERATURE REVIEW
Roles of advertising in selling products
Hassan, (2011), asserted that, advertising is a favorable representation of product to make

consumers, customers and the general public aware of the product. It lets the potential
buyers, generally public and end users to be aware and familiar with the brands, their
goods and services. Many people think that advertising a product means to sell it. But the
real aim of advertising is to make general public and potential buyers, aware of goods,
products and services available under a brand.
According to Bright Ideas, (2010) reports, focused on store advertising that reminds
people of the business and keeps its name in front of potential customers. It establishes
the specific nature and range of merchandise the store can provide and also the price
range of that merchandise.
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Advantages of advertisement in traditional media
Kathy (2013), state that, advertising on TV gives you the opportunity to communicate
with local, national and even international audiences. This is done in just a short amount
of time. Television ads use audio, visuals and actions to convey the message which easily
catches the attention of consumers. When messages are conveyed successfully, the
advertising becomes more credible to the audience. TV ads promote products and
services, but it’s not about making instant sales. The advantage is that when consumers
see the ad a couple of times, they are slowly influenced and persuaded to try the product
out.
Dr. L. Stroebel (2011), suggest on radio advertising. The reason is a high degree of
audience selectivity available when using radio advertisement. Radio gives a company
the ability to focus their message on a specific target audience. Consumers spend more
time listening to the radio than watching television. This is a low cost medium to use
when advertising. Radio commercials require only script that must be read by the radio
announcer, meaning that it's very inexpensive to produce a radio advertisement.
Advantages of advertisement in new media (Internet)
Ingram. D (2013), asserted that Internet's vast reach can allow advertisers to reach
significantly more people than traditional advertising media at a fraction of the cost.
Internet advertising is ideal for businesses with a national or international target market
and large-scale distribution capabilities. As a rule, the more people your business serves,
the most cost-efficient internet advertising can be.
Tari Digital, (2013), supported the statement and added that, advertising online has huge
advantages over traditional forms of advertising. With traditional advertising, in most
cases the advertiser pays to show their advert to thousands of people in the hope that a
small percentage will take notice. Online advertising allows you to target your audience
so well, that you only need to pay when someone chooses to find out more information
after seeing the advert.
The level of effectiveness of using advertisement as a medium in selling a product or

services
Esurveyspro, (2013) state that, a good profile includes demographic information,

purchasing patterns, interests and possible geographic information about customers. After
reviewed the customer profiles, marketers will know the types of prospects to reach. If
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the customers are businesses, marketers will know the right size organization, the
position, title and responsibility of key buyers. If consumer is offered products or
services, the information about household demographics, geographic break down and
personal interests can be obtained. The next step is to find out who is currently visiting
the web site and compare their profiles to those you have developed about your
customers. This is where to create and implement the pop up site visitor's survey.
The ways to create awareness towards the advertisement
It is better to ask people for their opinions or, better yet, have them in your
advertisements by placing the customers in advertisements and .If the company sell a
tangible product, have the customers submit a photo of them using your product as a way
to source brand ambassadors and potential spokespersons (Warren, 2012). They also can
spread the information on the product largely to the community through the social
networking or by mouth. This is the effect of using a consumer as the advertisement
model.
According to Metro Business Investment, (2011), the first best advertisement tips can
have is that the advertisement should always have a headline. It’s not difficult to
understand why successful ads always have a headline. As a matter of fact, the headline
is what attracts people’s attention to what message to be delivered. If it fail to attract
consumers’ attention then the advertisement will not be effective and it will not allow
gain any profit.
METHODOLOGY
Research Design
The function of research design is to ensure that the evidence obtained enables us to
answer the initial question as possible. In qualitative study, there is a depth interview and
secondary data that collected from websites and journals.
In this research, it states the roles of advertising in promoting Malaysian’s products to the
consumers and the effectiveness of the advertisements. The researcher will be doing a
library research by looking the journals and other materials to support our problem
statements and literature reviews.
Data Collection
Purposive Sampling
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In this research, the researcher will be choosing someone who is eligible in this
field for an interview. He or she will explain in more detail about this issue, role
of advertisement in promoting a Malaysian’s product.
In-depth Interview
The primary research that was used to help in the completion of this report is
Library Research and interview. In order to gather information about the role of
advertisement in promoting a Malaysian’s product, the researcher used the
internet as the tools for searching journals and related articles. This is very helpful
since it gives complete information to complete this research.
Second methodology is through the interview. For this research, the researcher
will interview five people and ask them questions regarding this topic. The
researcher chooses five people that have the knowledge regarding the topic. All
interviews were done face to face.
The participants in this interview are lecturers who are knowledgeable and
eligible to talk about this topic. They are Zuliani Bt Azni, lecturer of advertising
and principle of marketing, Mohd Hilmi Bin Bakar, lecturer of advertising and
two other respondents are from students who are willing to answer all the
questions.
Data Analysis
Thematic analysis is the most common form of analysis in qualitative research.

It’s emphasizing examining and recording of data collection. Thematic analysis is
performed through the process of coding in six phases to create established,
meaningful patterns. The theme of this research is the role of advertising in
promoting products. In addition, to determine the level of effectiveness of the
advertising and the best ways to attract consumer’s attention towards advertising.
FINDINGS
RQ1: What are the roles of advertising in promoting Malaysian products to the
consumers?
Makes people remember the advertisements
According to Effective Advertising Makes People Remember Your Name (2012) stated
that Advertising is communication intended to inform, educate, persuade, and remind
individuals of your product or businesses. Advertising must also be credible, unique, and
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memorable in order to work. The purpose of advertising to create awareness about the
products and to promote the product. Other than that, we also wants our advertisement to
be remember by everyone. From the interviewed that we held, respondent named Hilmi
agreed to say, “the advertisement helps to promote the product. It does not matter if the
sale is not rising up, but the matter is how people keep in mind about your product from
the advertisement. The advertisement is considered as a success if people be familiar with
it”.
From Ilyana’s opinion, she said, “Consumer preference are constantly change with the
right advertisement that can grab their attention. Right advertisement can influence and
allure them to recognize a brand. When they acknowledge the brand, they will definitely
consume and trust the brand if the brand offer great value to the consumer”.
And Madam Zuliani was stated that, “Because it can make the consumers know the
existence of the product and recognize it through advertisement and the product itself
must have the ability to persuade people to trust to use their product and services”.
Lastly, this statement also being supported by Izafi “The consumers will recognize the
product through the advertisement because some advertisement are memorable and
attractive to be remember. A good advertisement is when the product are always in
people’s mind”.
RQ2: What are the levels of effectiveness of advertising in promoting Malaysian

products to the consumers?
Promotional advertising
Based on the research conducted, seems that people easily attracted to the promotional
advertising and some of them will react immediately when saw those promotional
advertisement. This is being agreed by Ilyana Bt Mohd Taib Azmi, communication and
media student stated that, “I would like to try because during the promotion the price are
lower compared to the usual day. Other than that if the promotion on the product that I
currently use I will buy it immediately right after seeing the advertisement about the
promotion. Lower price offered can influence the loyal consumer to buy more”
This statement also being supported by Zuliani Bt Azni, lecturer of advertising said that,
“Yes, because I am the type of person who loves to buy products during the sales and
promotion.”
Izafi was agreed with the statement as he said, “For me, if I see promotional advertising, I
will get excited as I cannot wait to get it for myself. But I will also make the price
comparison before purchase any items”.
Best medium to advertise
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The best medium and the most effective medium to be used to advertise products are new
media and traditional media. However, the higher vote goes to the new media since it is
cheaper and popular media that will be used by most ages especially among teenagers.
According to Mohd Hilmi Bin Bakar, advertising lecturer, “If the audiences are among
teenagers, definitely internet would be the answer. However, to get a lot of viewers,
television is the best media to promote”.
and this also been agreed by Ilyana, stated that,“This is because using the Internet is fast
and efficient and at the same time is lower cost but the marketers can gain double or
triple profit in a month of advertising through new media. Urban people tend to do
business easy and fast without trouble so they can go online when they need anything”.
According to Izafi, “I think TV commercial has mostly effected the consumer because the
consumer always watch television. However, internet such a well known medium that is
being used widely by every age. As to make the answer more short and clear, I would go
for internet as now we are in era of technologies globalization”.
Lastly, madam zuliani claims that, “I can say that, people are now more spending their
free times using the internet. They are no barrier to look for information as now we have
tablets and handphones that connected to the internet”.
Word-of-mouth advertising
Research conducted by Jonah (2013), he stated that finds that word of mouth is more
effective than other types of marketing. Whether compared to traditional
advertising, media mentions, or promotional events, word of mouth is more useful in
creating new users and customers. Indeed, McKinsey suggests that “word of mouth
generates more than twice the sales of paid advertising in categories as diverse as
skincare and mobile phones.
I believe that the most effective ways to convince people about some product is through
mouth-to-mouth advertising. The powerful of words is being proof an interviewed
conducted with Mohd Hilmi Bin Bakar said that,“I think word-of-mouth advertising is
the most effective way. It is because when one of your family using that product and it
shows you a good result, obviously you are the closest one will definitely would like to try
that. It same goes to among your parent member. We usually have trust on some product
after there are a real prove from your close members or what we call that, a testimony”.
And also being supported by Ilyana which is,“Indeed, word of mouth effecting
purchasing decisions. The influence is greatest when consumers are buying a product for
the first time or when products are relatively expensive, factors that tend to make people
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conduct more research, seek more opinions, and deliberate longer than they otherwise
would. Today, word of mouth also operates on a one-to-many basis which is product
reviews are posted online and opinions disseminated through social networks”.
Based on the interviewed conducted with izafi, he agreed to say that,“Mouth-to-mouth

advertising is the most effective ways that easily to convince people around us. When our
close friends talking about some products and gives us feedback about it, we as a close
friend, will get influenced by hook or by crook”.
While Zuliani saying that,“Word of mouth or buzz could be very convincing since it came
from the people that are closer to us. However, it depends on recommendation of the
products itself. If the product doesn’t perform well, the recommendation could be bad,
too”.
RQ3: How to attract consumers’ attention through advertising?
Element of surprise
Everyone loves to get a surprise. Same goes to the advertisement. People love to wait
something new and extraordinary about the advertisement. This had been proof in the
interviewed that was conducted with Ilyana by stated that,“When the advertisement
contains the element of surprise for the next advertisement audience will be expecting
more than the previous one. This will create the consumer curiosity of the brand. They
will questioned what the advertising is all about. Surprise element will make the audience
have higher expectation towards the brand. They began to think that the brand is
difference from the existing one”.
Madam zuliani also agreed with the element of surprise should be included in
advertisement. She said, “with elements of surprise it will grab consumer attentions to
know more about the products”.
According to Sir Hilmi, he said that,“advertising must have a criteria, something that we
call unexpected. You need to reach to your audience in unexpected ways so that it can
surprise them and automatically attract their attention. If the advertising contains no
element of surprise, it will look just as any other cliché advertisements”.
This statement also being supported by Izafi,“It is one of the ways to keep the
advertisement looking interesting. If the advertisement keeps using the same design and
something that are not attractive, people will easily get bored. So the advertiser has to
figure something that is out of the box and not too plain”.
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Headlines play an important role in advertising
Other than including an element of surprise in the advertisement, headlines also play an
important role to create consumer awareness. In this research, Sir Hilmi was saying that,
“Headlines are the first to be seen in the advertisement. If the headlines fail to attract the
consumers’ attention, they will not be interested in looking at the other elements of it. So
always be careful in choosing your headlines”.
Madam Zuliani was agreed with the headline plays important role in the advertisement.
She stated that,“It’s important to grab consumers’ attention. If the headline is good and
eye- catching, the public might notice it and spend some time to check the advertisement
out”.
Ilyana also supports the statement by state, “Short and bigger font headlines are readable
and can reach to the consumer sight. Too long headlines made the consumer forgot what
they read in just a split of second. The headlines must be attractive, catchy and short. It is
not to make people memorize, but makes people remember”.
Lastly, Izafi also agreed to say that,“Yes, because people will feel interesting to go
through the advertisement that gives impact to us. Headline also plays the important role
to create awareness among consumers. The different sizes and types of font also grab
people attention too”.
A headline is the first thing that grabs the reader’s attention. It’s what immediately stands
out. And that piece must grab the attention of the reader.Infact, your headline provides
80% of your success in your marketing. It’s incredibly important. It truly can be the
difference between a run-away success and mediocre performance or complete failures
(Steve,2008)
CONCLUSION
As advertising play a vital role in marketing product, the advertisement must be attractive
to reach the target audience. However little mistake could spoil the entire marketing
strategy. Most importantly for the marketers is to eliminate any mistakes from the
advertising to ensure that the meaning is conveyed to the target audience. Many good
adverts fail because there's no call to action. The reader, viewer or listener may be
persuaded, but they are not told what to do next. Effective adverts include some key
drivers that encourage the customer to take action now through decision drivers such as
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deadlines, discounts, special offers, bundled goods, free entry to competitions, limited
stock, introductory offer, etc.
REFERENCES
Bright Ideas, (October 2010). Herald-Tribune Media Group. The Role of Advertising in
Selling.Retrieved at 3 December 2013 from
http://htmediasource.s3.amazonaws.com/files/2011/02/WP1_Role_Adv_Selling.pdf.
Hassam, (October 26, 2011). Hub Pages.Importance of Advertising.Retrieved at 3

December 2013 from http://hassam.hubpages.com/hub/Importance-Of-Advertising.
Front Page Public Relation, (November 22, 2013),. Advertising Sells Products and
Services. Retrieved from
http://www.frontpagepr.com/advertising/advertising_does_sell_products_and_service
s.asp
Kathy, (May 30, 2013). Fox Marketing. The Advantage and Disadvantage of Television
Advertising. Retrieved at 3 December 2013 from
http://foxmarketing.com.au/blog/the-advantages-and-disadvantages-of-tv-advertising/
DrStroebel.L (2011). Echo Production, radio and tv advertising. Advantage of Radio

Advertising.Retrieved at 3 December 2013 from
http://www.echoads.co.za/index.php/articles/66-advantages-of-radio-advertising.
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THE ENROLLMENT OF YOUTH IN CONTRIBUTING THE NATIONAL
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ECONOMY SECTOR THROUGH MEDIA
Ameira bt. Mohd Asri, Shahirah Aishah bt. Mohd Norhaiddin, Sharazade bt. Zulkifli,
Nurnaffiz Syahiddah bt. Zolkefli, Muhammad Shukry b. Ismail, Wan Fadhullah Farhan b.
Wan Fauzi, & Siti Nasarah Ismail
This research paper is about the roles of youth in contributing the national economy
sector through media. The objective of this research is to identify what are the roles of
youth in contributing the national economy sector. In this research, researchers will
explain what the youth can do in raising the national economy sector. Besides that, this
research is going to identify what are the benefits that youth can get if they get involved
in the national economy sector. Youth may be lacking in terms of experience and
maturity; they need the right guidance to show them the benefits that they will get when
they get involved in the national sector of economy. More than that, this research is also
to identify ways to attract youth to participate the national economy sector. Many
researchers are unaware of our country’s economy state so the government has to initiate
a way to encourage their contribution in the economy. The researchers will collect the
data by focusing on one particular type of interview which is in-depth interviewing, also
known as unstructured interviewing. The informants for this research will be chosen at
the age of 20 to 35. This type of interview involves asking informants open-ended
questions, and probing wherever necessary to obtain data deemed useful by the
researcher and to get their point of view.
Keywords: Youth, Economy, Media, Government
INTRODUCTION
In this research, we were given a topic about media and economy. We have
decided to focus on “The Enrolment of Youth in Contributing the National Economy
Sector through Media”. Nowadays, youth or easily categorized as a group of young
people aged between 17 to 30 years old have actually contributed so much in
Malaysian economy growth in many sectors such as agriculture, development,
education, manufacturing and health in Malaysia. Unfortunately, their contributions
to national economy sector are lack of exposure from the media. In this research, we
want to highlight about how young entrepreneurs expose themselves through media
and how it can help them to contribute to Malaysian economy sector.
Entrepreneur, which means someone who exercises initiative by organizing a

venture to take benefit of an opportunity and as a decision maker decides what, how
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and how much of a good or service will be produced. According to Joseph A.S
(2013), entrepreneurs are not necessarily motivated by profit but regard it as a
standard for measuring achievement or success.
Media somehow can help entrepreneurs to improve Malaysian economy sector.

With a little amount of exposure, or promotion through advertisement, campaign, new
media can expose them to society. This helps them to expand their businesses to all
over Malaysia.
We have done a research on how they expose their businesses through all types of
media and how they think media can help them in contributing to Malaysian economy
sector.
Research Objectives
Research objective for this research are:
To identify what are the roles of youth in contributing the national economy sector.
To identify what are the benefits that youth can get if they get involved in the national
economy sector.
To identify ways to attract youth to participate the national economy sector.
METHODOLOGY
IN-DEPTH INTERVIEW
Researcher will study the informants by having an in-depth interview (entering the
field) to achieve the objective of this study. The questions are forwarded to minimum of
five respondents and the data from the interview will be collected and analyzed. The
informants, which are chosen based on the purposive sampling will have specific
characteristic which are only successful youth in running their business and media roles
will be interviewed.
The questions for this interview will be based on the objectives of the research. The
body of the question will address the roles, benefits and solutions for youth involvement
in contributing the national economy sector. To obtain the objectives of this research, the
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informants will need to answer these questions based on their knowledge and
experiences.
DATA ANALYSIS
For this study, researchers have decided to use the thematic data analysis in order to
analyze the data obtained from the interview. Thematic data analysis is used in qualitative
research and focuses on examining themes within the data. This method emphasizes
organization and rich description of the data set.
LITERATURE REVIEW
Roles That Young Entrepreneurs Will Play In The Global Economy
Rishi Chowdhury (2011) wrote about how the youth have taken their chances in
entrepreneurship when the landscape of employment has changed after the great
economic crash of 2008. “Employment prospects young people are bleaker than ever
before and are unlikely to improve for some time. But an option that increasing numbers
of young adults are taking is entrepreneurship – setting up their own small enterprises,”
said Chowdhury.
Building Entrepreneurial Culture In Youth Through Media
This article writes about the governments and international agencies have already
embraced a long term agendas to co-operate and collaborate in formulation of strategies
and implementation plans for building training programs, building awareness amongst
the youth and the families and empowering the youth with the required skills and
knowledge to pursue entrepreneurship as a career option.
How Social Media Helps Entrepreneurs Build Business Relationships.
Technology today is no longer limited as a source of information and

communication between ordinary people. It not only helps big companies and
corporations to display their corporate image and values to their customers but it also
allows small businesses and entrepreneurs to connect with their customers, as well as
build meaningful relationships between their fellow entrepreneurs and their customers.
The Economic Value Of Youth
Since the spark of the popular economic movements across the world, the critical
debate of youth’s nation’s contribution empowerment and the innovative uses of social
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media have been ongoing in policy and academic circles. Meanwhile, world continues to
witness exponential growth in social media usage, merging online and offline identities
among a significant percentage of youths; this continues to play a critical role in shaping
new dynamics in societies. Can these same phenomena also play a similar role in the
economic empowerment of the most active group in society, among the youth?
FINDINGS & DISCUSSION
RQ 1: What are the roles of youth in contributing in the national economy sector?
According toIdham, the youth is called as the strength of character in economics.

He stated that, priority is the youths who in the age of twenty until thirty years are the
processor who would continue the economics legacy in contributing the economics
sector.Haliza said that, youth play an important role in the economic growth of the
country as they are the future leaders and new generation that will shape the country’s
future. Most important youth today needs to be pro-active and positive in their thinking
so that their strength and intelligence can be utilised to take the country’s economy to the
next level. Chowdhury (2011) also explained that many young people are encouraged to
contribute in the global economy by starting their own business as well as creating new
innovations that will bring many benefits in the future
Other than that, according to DatoAlif, once someone has involved in doing
business, they have to pay taxes, so this helps government in improving the national
economy sector. He also stated that, youths are different. They have energy, they have
large connection with people, they are reliable and they always have enthusiasm in
themselves. This is the main package our country is looking for.
Keeshanan. S thinks that the youth have contributed to the economy here in
Malaysia. “We live in an era where empowerment is no longer an idea but rather an
ongoing process that has impacted and influenced many youths within the country. As a
result, more and more young people have stepped up their efforts to help the nation boost
the economy, especially in times where the global financial situation isn't in the best
condition,”said Keeshanan. S.
RQ 2: What are the benefits that youth can get if they get involved in the national
economy sector?
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Idham stated that, who would run the world if not the youth themselves?The
involvement of the youth in economics would bring the greater good for the nation as it
becomes the spark of new economic growth, added with experience and the knowledge
gained by these young new entrepreneurs.
The youth will become a better citizen, with more thorough understanding of how
the economy works. “If previously we just complain on bad economic conditions, these
youths will now be able to understand why the economic took a bad downturn and be
able to derive steps to help boost it back” added Keeshanan. S.
According to Syafiq, he said that “we tend to meet lot of people and build a lot of
relations. It is good for our day job as well, for ourselves here we are doing our own
business in a day, it’s just that as a part time, it is a food business. When you cannot
cover your day job during the day, you can ask your clients to meet up with you during
the night. That’s roughly it. That is the benefits of having this business”.
Haliza thinks that there are many benefits that the youth could gain. She stated that,
with the right spirit and guidance young entrepreneurs will not only be successful in their
businesses but also inspire more youth to venture into business and improved the
standard of living in the country.
RQ 3: How to attract youth to participate in the national economy sector?
The government should initiate a lot more programs to expose to the youngsters
since early stage. Besides that, the government should give more effort in introducing the
new loan scheme for those who would want to start a new business by lowering the
interest rate, said Idham. According to Syafiq, the government should take an initiative to
come out with more funs education in business studies so youngsters can try to have their
own business and they feel they need to learn from mistakes. Nowadays, it is not easy to
run a business, especially to open up one.
Idham thinks thatthe mass media are absolutely the most prominent of mass users and so
do the social media because it is fast and always keeps on updating the current news and
info’s from the whole world, where it is the best medium to create awareness. Plus,
“Social media is the most effective tool to transmit information, communicate to the youth
today. Almost all these youths are empowering themselves via social media and if we are
able to hit them with info on how to help the economy via these mediums, we stand a
higher chance of actually influencing the youths” said Keeshanan. S. Chowdhury (2011)
also said that a major advantage that most young people have over the preceding
generation is their almost organic familiarity with the internet and with technology more
generally.
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“For instance, they really know how to use social media to great effect, and exploiting it
for entrepreneurial purposes simply comes naturally to them.According to Amber (2013),
media really helps entrepreneurs in expanding their businesses and building relationships
with people. The power of social media cannot be underestimated since society nowadays
depends on it to connect to everything including expanding their businesses. For
example, there are some young entrepreneurs who run online shopping sites, obviously
they need media to expose themselves.
CONCLUSION
Nowadays, there are many youth have actually contributed in the national
economy sector. More and more business heads say they want to see the youngsters in
their companies looking beyond their immediate role and responsibilities, thinking about
how they can make a difference to society and the larger environment around them. And
they need to do this right from the start of their careers.The youth should step up their
efforts to help the nation boost the economy, especially in times where the global
financial situation isn't in the best condition.
Youth organisations can cooperate with government as part of their social

responsibilities to sustain order and stability. Indeed, order and stability are the
preconditions for the growth of successful economic and political systems(Romano,
2005).The government should create programmes that can help youth realise new
opportunities of employability and entrepreneurship.The government should also
organised entrepreneurship programme in schools, public universities and through
various public youth organisations aim to cultivate entrepreneurship potentials among the
young people.
Strong government has played a role in Malaysia’s economic success in a range

of ways, from 5-year plans to specific industry promotion and the creation of
organisations for particular economic development purposes. Government has also been
aware of environmental changes and in response has modified its strategies, established
new organisations and invested in innovative ventures.
REFERENCES
Amber, A. (2013). How Social Media Helps Entrepreneurs Build Business Relationships.
Retrieved from Oct 1, 2013 from http://www.getbusymedia.com/how-social-media-
helps-entrepreneurs-build-business-relationships/
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Anonymous.(n.d). Building Youth Entrepreneurial Culture. Retrieved from

http://www.managementstudyguide.com/building-youth-entrepreneurial-culture.htm
Chowdhury, R. (2011, May 13) What Role Will Young Entrepreneurs Play in the Global
Economy? Retrieved on December 2, 2013, from http://yhponline.com/2011/05/13/what-
role-young-entrepreneurs-play-in-the-global-economy/
Doyle (n.d.).In-Depth Interview Case Study. Retrieved from

http://doyleresearch.com/Resources/case-studies/in-depth-interview-case-study/
Labonita, G. (2013, Feb 1) Business leaders want youngsters to make a difference to

society retrieved from http://articles.economictimes.indiatimes.com/2013-02-
01/news/366845251_young-leaders-business-leaders-young-executives
Fauzi, N. (n.d.) Accelerating Towards 2020: A Transformation Perspective. Retrieved

fromhttp://www.pemandu.gov.my/gtp/perspectives/Naufal_Fauzi.html
Chew, I. (2012, April 14) Malaysian Youths, Boleh?: Recent Observations and Thoughts
on Brain Drain.Retrieved from http://www.ukeconline.com/CEKU/malaysian-Youths-
boleh-recent-obeservations-and-thoughts-on-brain-drain/
SUB-TOPIC 3:
MEDIA AND SOCIETY
THE COMPARISON BETWEEN NEW MEDIA AND TRADITIONAL MEDIA IN

DISSEMINATING CULTURAL INFORMATION TOWARDS SOCIETY
Muhamad Fahmi B. Mohd Nor, Muhammad Zhafran Masduqi B. Hashim, Sharul Afifi
Ezwan B. Safiyi, Abira Bt. Ayub, Syed Muzammil B. Syed Ibrahim, Amir Mohammad
Haniff B. Azhar, Muhammad Firdaus B. Mohd Affandi, Noor Ashmalia Bt. Mohd Ashraff
The study of comparison between the new media and traditional media in disseminating
cultural information towards society will bring new discoveries to the understanding of
how the society nowadays receive information in terms of knowledge about the culture.
In order to get the comparison, researchers need to differentiate two things to come out
with one choice which differ it from the another particular thing. Between new media and
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traditional media, new media refers to the on-demand access to content or information
anytime, anywhere and on any digital devices while traditional media is defined as the
media used before the advent of technological advances like the internet and televisions.
Disseminating means the act of spreading or circulates as well as publicizes any
information towards groups of people. In addition, society means a group of people
involved with each other through persistent relations. Meanwhile, the objective of this
study involves differentiating new media and traditional media in order to get the best
choice of medium in disseminating cultural information as well as determining the
importance and the effectiveness of both new media and traditional media. The method
used is in qualitative forms which require an in-depth interview with a few expertises in
different fields and purpose sampling in order to focus on particular characteristics of a
population which depend on the study that the researcher do. Researchers expect to get
excellent results in comparing both media in terms of the importance and the
effectiveness as well as knowing the dependable media sources.
Keyword: comparison, new media, traditional media, cultural information
INTRODUCTION
On demand access to content anytime, anywhere, on any digital is considered as

“New Media”. New media also known as terms for the many different kind of electronic
communication that are made possible through the use of computerize or digital
technology. The term is in relation to "old" media forms, such as print newspapers and
magazines, which are static representations of text and graphics. New media deals with
the issue of things being new, many argue that new media technology such as mobile
phones, tablet, etc. is actually just a regeneration of old media and so therefore isn't
new.Traditional media has been used for years in the forms of advertising, sales
promotions, public relations and direct marketing. It can encompass TV, radio,
newspapers, magazines, books, and movies Consumers tend to be traditionalists. Not
everyone has migrated to the World Wide Web. People who are not using the New Media
still look for ads in newspapers and trade publications.
PROBLEM STATEMENT
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New Media is a term used to define all that is related to the internet and the
interplay between technology, images and sound. Most technologies described as new
media are digital often having characteristics of networkable, dense, compressible and
interactive. Traditional media in the other hand means of communication and expression
that have existed before the advent of new media. Among the example of traditional
media are television, radio, newspapers, magazines, books and most print publications.
There is no doubt that both media can help us getting information faster and easily, the
question is, what are the importance of both new media and traditional media towards the
society. There are plenty of differences when disseminating cultural information using
new media and traditional media to society nowadays. This research is conduct to
determine the most usable and dependable sources between new media and traditional
media in disseminating cultural information. Besides that, researcher will also try to
identify the effectiveness between new media and traditional media towards the society.
RESEARCH OBJECTIVES
1. To study the importance of both new media and traditional media towards the
society.
2. To determine the most usable and dependable sources between new media
and traditional media in disseminating cultural information.
3. To identify the effectiveness between new media and traditional media

towards the society.
LITERATURE REVIEW
Comparison between traditional and new media
The difference between these forms of traditional media and new media largely
has to do with distribution – analog forms of communication and require relatively
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complex forms of distribution. Distribution process for a traditional newspaper for

instance, moving from the printing press to the delivery trucks to the local distributors as
a relatively resource intensive process. This is all for a product that remains the same and
cannot be changed after being printed. The distribution for radio is not too different, with
transmission towers sending out content at one particular time with the potential that
many people or no one is listening to it at all. The Internet where niche marketing is far
easier because distribution is cheap and now entering the mainstream as desktop
publishing becomes easier and the number of national distributors increases.
How New Media Technologies Impact Social and Societal Issues
Media technologies have made great impact on how we communicate personally

and professionally. It is also have made our communication life easier than we ever
imagined. We have unlimited media in our life today. But, if we look from the other
view, the new media technologies have created some challenges and made our lives more
complicated than we imagined. We have become consumed by these technologies that we
have lost interpersonal communication among our family, friends and professional
colleagues. The person who watches television does not interact with anyone while
watching television.
New Media vs. Traditional Media
Mass media plays a crucial role in connecting the world of individuals. It has the
ability to reach wide audiences with strong and influential messages which impact upon
society. the mass media has at least three important roles to play that are to inform, to
educate and to influence opinion. These distinctive features of traditional media have
been challenged by new media, which is changing the participation habits of the
audiences. New media is essentially a cyber-culture with modern computer technology,
digital data controlled by software and the latest fast developing communication
technology. Most technologies described as “new media” are digital, and often have
characteristics of being networkable, dense, compressible, interactive and impartial.
What is new media?
As we know, new media is a 21 century term used to define all that is related to
st
the Internet. It refers to on-demand access to content anytime, anywhere, on any digital
device, as well as interactive user feedback, creative participation. It was stated that when
the Internet first got big, there was an explosion of the content on the web, especially
with all the text editors and word processing options. Larger companies started to put
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date on computers instead of storing it in cabinets, and the Internet allowed a bigger way
to share, transfer and store content as well. Traditional media has a problem because they
never make any transitions for example print people know print, radio people know radio,
and TV people know TV. To make the transitions to, new skills need to be learned. The
Internet is one of the newest and most forward-looking media and surely the medium of
the future. It has changed the society in a positive way as they will find whatever they are
looking for. “Learning by doing”, it is an essential part concerning the Internet. Most of
the children will “play” with the Internet but they learn to work with computer. In this
case, it means that you have to do some practice
The Positive and Negative Effects
There are multiple advantages of using the Internet as it evolving faster than anything
we’ve ever known. New media offers creative and affordable opportunities to create and
deliver customized and relevant content that connects with consumers and answers their
wants and needs. Internet becomes an unbreakable addiction for some individuals as it
separates the relationship between each other while causing many unruly behaviors in the
process. By online, what you can do is just about chatting, gaming, and shopping and
from that, they can go to unlimited number of destinations. People can literally spend
their whole life on the Internet.
Internet Communication: Is there a single, reliable source for news anymore?
We no longer consume news the way we used to. We used to consume news at
breakfast time with one newspaper, maybe two, at the dinner hour when we’d go to one
programme and maybe in the car on the way home and right before we went to bed.
Today we all consume news serially throughout the day and at any of those given times,
we probably consume it less and if we’re consuming it digitally, we don’t consume it
from one source. This shows that nowadays, people will automatically rely on internet or
the new media on gadgets to get information anytime and anywhere without paying for
newspaper that sometimes relying on limited sources. However, using internet, people
will get more information from more sources in which can put some information into
trustable information. This is because almost every person in the society owns gadgets
that manage them to get the on-the-go information in their hands. In addition, they also
can share the information using their gadgets through the new media or internet after
relying on a few sources which are provided for them online.
The Impact of New Media on Traditional Mainstream Mass Media
Malaysia, the new media gained popularity and acceptance because of the need to
have free information flow as the mainstream media is perceived to be controlled by the
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government. The nature of the Internet has made it possible for online newspapers to be
in operation as it is easy to join as not much money is needed or required, though online
presence needs to be sustained. The new media in Malaysia has been so advanced that
sometimes it cannot be called as the alternative media anymore because it is more
popular medium than the traditional media such as the newspaper, television and the
radio. This shows that if there are needs to spread information about events or activities,
then the new media is the best medium to get that information quicker to the knowledge
of the society.
METHODOLOGY
Research Design
A research design encompasses the methodology and procedures employed to

conduct social research. In this research, researcher will use qualitative research because
it seeks out the ‘why’, not the ‘how’ of its topic through the analysis of unstructured
information. For an examples things like interview, open survey responses, emails and
feedback forms. With purpose built tools for classifying, sorting and arranging
information, qualitative research design gives us more time to analyse our materials,
identify themes, glean insight and develop meaningful conclusions.
Data Collection Strategies
Purposive sampling represents a group of different non-probability sampling

techniques. Purposive sampling relies on the ‘researcher’s judgments when it comes to
selecting the component. The goal of purposive sampling is to focus on particular
characteristics of a population which depend on the study that the researcher do, which
will best enable the respondents to answer the research questions.
In-Depth Interview
Interviewing is a method of qualitative research in which the researcher asks open-ended

question orally and records the respondent’s answers. Interviewing is typically done face-
to-face, but also can be done in many ways as long as it involves communicating
Researcher also went to interview two professional respondent which are lecturers from
Media and Communication faculty.
FINDINGS
How important both new media and traditional media are towards the society?
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From the opinion of the professional informant 1, who lectures in the Faculty of
Communication and Media Studies at UiTM Alor Gajah, Melaka said that he is the kind
of person that always search for information daily through both new and traditional
media and claimed to be in the middle of both media in gaining information. On behalf of
that, the respondent managed to seek information in both ways of media such as during in
the office, he would use the internet as the source in receiving information. Besides that,
he also read newspaper as the medium of receiving information. Regarding to this
interview, the respondent said that he would prefer both media as the source of gaining
information for what he claimed to be an all-rounder type in using both new media and
traditional media
According to the second respondent, she claimed about the usage of Internet
through the new media and stated that she is using it daily in finding information. She
also stated that the Internet is efficient in terms of speed in gaining those information and
has been the fastest disseminator of information, so far. On the other hand, the respondent
claimed that the internet has something to be questioned in terms of the reliability of the
information and either the fact is actually accurate or not. Furthermore, she said that it is
more appropriate for people to search the information not only through one web page but
to search it by setting up several web pages and make comparison of the information
gained
The respondent put the newspaper under the traditional media as one of his main
source of gaining information and thus, he reads it every day. Besides that, he also said
claimed that he likes to collect newspaper cuttings and keep those information as
revision. The respondent then said that he find almost all of the information in the
newspaper according to the segmentation of the newspaper itself but somehow he said
that nowadays, people would search their needs through the new media including cultural
information.
Which is the most usable and dependable sources between the new media and
traditional media in disseminating cultural information?
According to the respondent, he did not said that the traditional media did been use but
traditional media still got its audience since they like to read printed media rather than the
new media that need internet connection and device. Rather than fast, the new media
been selected for the effectiveness in term of location and time when to access the
information but the information from the traditional media is guaranteed by the publisher.
Furthermore, the respondent said that the new media (internet) got more information
about cultural rather than the traditional media because only focus on their sells which
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mean the information only had been disseminated for their own benefit. But according to
the respondent, even though people select technology beside traditional media but the
usage of traditional media still need to be preserved. So that is why he read the new and
traditional media. But for obtaining information about culture the respondent chooses
new media because new media can show the information from the old day until now.
The second respondent said that the effectiveness way of disseminating

information for the culture depends on the target audience because the young generation
more preferred to use the new media but the older generation preferred the traditional
media. According to the the respondent, the traditional media tells overall about the topic
but the new media only tell a part of the topic. The respondent said that the society
attracted more about other topic more than cultural issue such as the rises of price of
groceries
How is the effectiveness works between new media and traditional media
towards the society?
As what are said from the informant 1, the accuracy from both new media and
traditional media cannot be taken as an issue because both of these medium rely on each
other and an news often came in two same version, the online version and printed
version. Example given by the respondent is the Berita Harian and BHonline. Berita
Harian newspaper and BHonline came in with the same news but in two different
medium, printed and online version. News from both medium will not distorted for sure
as it came from the same source nless there are a few news that can be read online such
as in Malaysiakini.com or CheDet.blogspot.
In addition, the use of new media has outdone the purchased of traditional media
nowadays. Informant 1 said,” I f we don’t want to miss anything about the situation and
surrounding, we have to choose the internet and new media.” He added that as long as we
receive information from both new media and traditional media, we can be more ethical
on choosing the accurate news.
“I prefer internet as my medium to receive news in terms of cultural information

or current issues because as we already know that new media as in internet offers us the
best, fast and vast information at anytime and anywhere.” Said informant 1. However,
respondent said internet can be the best medium to search and to receive information
because of its wide range of opinions and version of news and also the convenience of the
internet itself. In order to get the accurate news, respondent would prefer more on
traditional media but these traditional media often purchased in store, not on your
fingertips.
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For sure, new media has outreached the traditional media in disseminating cultural
information. This is because new media offers information as and when it happens which
makes it even faster and convenient to most of the users of new media.
CONCLUSION
The traditional media has always been the medium for the society to receive information
thus, giving hospitality in terms of information distributor. Proclaiming that nowadays,
people would prefer new media as the main source of receiving information rather than
traditional media according to the segmentation such as sports, political, entertainment,
local news and much more. But somehow, people would still be using traditional media
as a viral medium in gaining information. Furthermore, people would still rely on
traditional media to get the accurate information in terms of needs and wants depending
on what type of information that they’ll need. For example, political issues such as the
news about the General Election people wanted to know the voting results and which
party wins the election. Not all of the information from new media such as internet is
accurate, because some of the information are can be written from any anonymous person
that are not certified to write such information. That’s why traditional media is needed for
any people to receive accurate information. Even if people are still reading newspaper,
some of the news inside of it is not appropriate for readers to receive information.
Internet may have been the society choice in interpreting information, but still the
reliability on it still been questioned by some people, claiming the validity of the news
and stories that are told in the internet. Somehow, the new media’s credibility is doubtful.
From this research, both new and traditional media have a big difference in every way, in
disseminating information and much more but the role of each media need to be change
so that society can receive the accurate information. To avoid any chaos or any
misunderstanding, the new and traditional media the information they give needs to be
reliable.
Information can be giving a positive or negative impact. The information though depends
on the purpose either right or wrong way and appropriate. New media itself cannot
distinguish what is true or false. In this research, we have agreed that both new media and
traditional media are most usable and dependable sources to the society in disseminating
cultural information as new media provides a creative and affordable opportunities to
create and deliver customized and relevant content that connects with the society and
answer their wants and needs. While the traditional media offer dependable sources in
disseminating cultural information across segregated platforms. We live in an era of
augmented reality, geolocation, instant and constant content and yet we are still using the
traditional media through television, radio, newspapers, reading magazines and all print.
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REFFERENCES
Deirdre Mc Nally and Leanne De Cerbo. (2012). about us: the communications network.
Retrieved from the communications network web site: http://newmediatcn.com
Dwiyedi, M. R. (2011, march). about us: selectedworks. Retrieved from

http://www.works.bepress.com
Pridmore, J. (2013, april). share research : new media and social media. Retrieved 2013,
from acedemia.edu Web site: http://academia.edu
Rosenstiel, T. (2012). Curiosity.com. Retrieved November 28, 2013, from Curiosity.com

from Discovery: http://curiosity.discovery.com/question/news-reliable-source
Randle, Q. (2001, September). a historical overview of the effects of new mass media.
Retrieved from first monday Web site: http://www.firstmonday.org
Wordpress ( 2012 ), How New Media Technologies Impact Social and Societal Issues,
retrieved on 1 December 2013, from http://monicakomi.wordpress.com/
Krishnasamy (2013), New Media vs Traditional Media, retrieved on 8 December 2013,

from http://www.aibd.org.my/node/1226
THE IMPACT OF SOCIAL MEDIA IN MAINTAINING THE HERITAGE

AMONG SOCIETY
Nur Izzati bt. Ismail, Khairunnisya Hanis bt Badrol Din, Nursyaheera Farhanny bt.
Shabudin, Che Haisyah bt. Che Hassan. Fatin Faziana bt. Mahdi, Muhammad Zulhelmi
b. Misdon & Noor Ashmalia Mohd Ashraff
Culture and heritage are considered as the fundamental aspects underpinning a country’s
national identity and sovereignty. The cultural heritage of Malaysia are unique as they
portray the vibrant, largely traditional communities thriving in a culture of tolerance,
peace, diversity and continuity in the midst of modernization and social change. Social
media is the collective of online communications channels dedicated to community while
websites and applications dedicated to forums, micro-blogging, social networking and
social bookmarking. These researches are using in-depth interview that requires a number
of professional which expert in this field. Researcher will ask them questions regarding
this topic since the researcher target audience are 6 people with age range from 13 to 50
years old. The interviewee will be chosen based on their educational, intellectual and
their understanding about the topic of the research. People that researcher going to
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interview for this research is: Communication and Media (Masscomm) Student – 18-20
years old, Lecturer of UiTM Alor Gajah – 35-50 years old, Secondary School Student –
13-17 years old. Based on this study, the researcher can get an expectation from many
sides for example every level of generations will have their own reasons or opinions in
using the social network in their daily life. Plus, students who are still in secondary
school normally will not notify the heritage of our country through the social network and
the researcher expected that the old generation will be more alert about the heritage in our
country through the social media. The old generation will notice the need of information
about our heritage and give the information to their friends’ especially the young
generation through the social network when online.
Keywords: Impact, Social, Media, Heritage, Society.
INTRODUCTION
Culture and heritage are often considered as the fundamental aspects

underpinning a country’s national identity and sovereignty. Cultural heritage includes
historic buildings, sites, cultures and other invaluable assets are the distinguished
elements that encapsulate a nation’s soul and spirit.
The cultural heritage of Malaysia are unique as they portray the vibrant, largely
traditional communities thriving in a culture of tolerance, peace, diversity and continuity
in the midst of modernization and social change. Abandoned historic buildings for
instance have been restored and adaptive-reused for more lucrative uses including
museums, galleries, restaurants and information kiosks to attract tourists. Social media is
the collective of online communications channels dedicated to community based input,
interaction, content-sharing and collaboration. Websites and applications dedicated to
forums, micro-blogging, social networking and social bookmarking
PROBLEM STATEMENT
In this new era, new media is the channel of society choice because new media is
very quick and easy to get any information. With the advance of new media all the
information can be searched easily through the Internet. New media refers to on-demand
access to content anytime, anywhere, on any digital device, as well as interactive user
feedback, creative participation. People are now less vulnerable about the artistic heritage
of the Malaysian history, so new media which is the Internet are the preferred choice in
searching information about heritage, to whom that lack of knowledge about artistic
heritages. Therefore, the Internet plays a major role in maintaining the heritage among
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the society in Malaysia.
RESEARCH OBJECTIVE
To study the contribution of social media in maintaining heritage among society.
To determine that social media can provide a true information in maintaining heritage
among society
To study the impact of social media in maintaining the heritage among society.
LITERATURE REVIEW
From Old to New Media
Benjamin’s discussion focuses primarily on photography and film, both of which

operate by means their capacity for the reproduction of visual images, and so can be used
simply to visually re-present already existing objects and events. New media which is
like internet such as Youtube, can be uses as a method in maintaining our heritage
because it can post a lot of photos and videos about heritage. According to Malpas
(2006), Benjamin’s suggestion is that this claim about the materiality of the Artwork can
be extended to culture and cultural heritage more broadly. Plus, the techniques of ‘old
media’, and the way they transform the being of the artwork, also can be apply to the
techniques of the ‘new media’.
At times, Benjamin also concurs that the conversion into bits and bytes opens up a
completely new dimension of reaching traditional and new audiences by providing access
to cultural heritage resources in ways unimaginable a decade ago. All manner of
materials can be digitized and delivered in electronic formats and the focus of the
contents that are selected for digitization varies across institutions.
Heritage and Social Media: Understanding Heritage in a Participatory Culture
Heritage and social media explores how social media reframe the understanding
and experience of heritage by opening up more participatory ways of interacting with
heritage object and concerns. The social media such as online media sharing and social
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networking sites are giving rise to a new age of information in spreading the concern of
the heritage by the social media. According to Simon (2010), heritage institution and
practitioners are urged to use emerging information and communication technologies in
particular social media to encourage visitors to actively interact with heritage content and
connect socially with one another. Indeed, little impact and emphasis is given to people’s
in engagement with heritage in context of their own live and association with the unique
character of the places and communities in which heritage comes to matter and there is
little understanding of how emerging social media are powerfully connecting heritage
experience to people’s lives and setting.
METHODOLOGY
Research Design
Based on the theme of researcher study is relatively related to Malaysian culture making
the research design of this study to be a flexible research design which is a design that
allows for more freedom during the data collection process. The reason for using this
approach is that, flexible research design can be that the variable of interest is not
quantitatively measureable such as, culture this approaches to be suitable with research
topic.
For this research, the method chosen to collect data for the finding of this research is by
using the qualitative method which is to ensure that this study can achieve more precise
answers.
Purposive Sampling
A purposive sample, also commonly called a judgmental sample, is one that is selected
based on the knowledge of a population and the purpose of the study. The subjects are
selected because of some characteristic. Purposive sampling can be very useful for
situations where you need to reach a targeted sample quickly and where sampling for
proportionally is not the main concern. Researcher will interview the people who are
expert in this field in order to complete this research.
In-depth Interview
Researchers will interview teenagers and a number of professional which expert in this
field. Researcher will ask them questions regarding this topic since the researcher target
audience is with 6 people age range from 13 to 50 years old. The interviewee will be
picked based on their educational, intellectual and their understanding about the research.
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All interviews are going to be done face-to-face. The natures of the questions used in this
interview were open-ended and semi-structured questions. Open-ended questions are
questions also were semi-structured which mean flexible, allowing new questions to be
brought up during the interview session as a result of what the answer from the interview.
Data Analysis
Researchers are using qualitative method, so that the data analysis will be analyzed using
the answer that researchers get from the open-ended questions with the people who is
involve in the in-depth interview.
Thematic analysis is the most common form of analysis in qualitative research. It

emphasizes pinpointing, examining and recording patterns or ‘themes’ within the data.
The themes become the categories for analysis. Thematic analysis is performs through
the process of coding in six phases to create established, meaningful patterns. These
phases are, familiarization with data, generating initial codes, searching for themes
among codes, reviewing themes, defining and naming themes and producing the final
report.
FINDINGS & ANALYSIS
RO1: TO STUDY THE CONTRIBUTION OF SOCIAL MEDIA IN

MAINTAINING THE HERITAGE AMONG SOCIETY
Level Of Awareness
Awareness is the state or ability to perceive, to feel, or to be conscious of events, objects,

or sensory patterns. In this level of consciousness, sense data can be confirmed by an
observer without necessarily implying understanding. More broadly, it is the state or
quality of being aware of something. In biological psychology, awareness is defined as a
human's or an animal's perception and cognitive reaction to a condition or event. For this
study, the researcher asked the interviewee about their awareness toward the heritage in
Malaysia when using a social media such as MySpace, Facebook, Blog, Instagram,
Twitter and others.
According to Informant 1, 16 years old, SMK Seri Pengkalan,
“Normally I do not notice any kind of advertising about our heritage when I was using
social media which is Facebook.”
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Informant 2, 13 years old, SMK Seri Pengkalan said:
“It is very rarely to see any information about our heritage when I was using social media
even I like to read about our history in Malaysia.”
One of the lecturers in UiTM as the Informant 3, 39 years old said:
“By using social media we become more aware and gain a lot of the new information
about our heritage and our culture.”
Informant 4, 21 years old, student of Mass Communication and Media said that:
“Yes, I do aware with the existing of our heritage. For example our traditional dances that
characterized each of our culture. The existing of internet sources nowadays really helps
me to get a lot of information about our heritage.”
Type of Medium
Medium is a particular form or system of communication such as newspapers, radio, or

television. Social media is website and application of social networking that give a
channel or a method to spread something, and information to be delivered.
According to Informant 1, 31 years old, a Lecturer of UiTM state that:
“I think the best medium that can be used to spread the information about our heritage is
by using social media which is Blog that owned by a professional person because as for
me it is easy to read and sometime can be trusted.”
Informant 2, said that:
“Now there are many mediums that we can use to get any information such as Blog,
Website and Facebook. Normally, there is one page on Facebook that only display about
places of heritage in the blog but I can find out more details about this.”
Based on Informant 3, she believed that:
“ Facebook. Because normally, I used Facebook as a tools to communicates with my

friends. That’s why I think that Facebook is an effective medium to spreads the
information about our heritage.”
As for the conclusion, the researchers can tell that most of the respondent chose Blog as
the best medium to spreads the information about our heritage. Informant 1 and 2 chose
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Facebook because students on secondary school are more focusing on Facebook.
Benefits
Benefit means to derive advantage from something. The contribution of social media in
maintaining heritage among society gives some of benefits to our interviewee.
Informant 1, 13 years old said that the social media can give benefits by :
“ The benefit that I can get from the social media about our heritage is I can gain my
knowledge and share the information with my friends and family. In additional, I love to
study about our ‘Pahlawan Melayu’ and these medium really help me to get out more
about the heritage.”
Informant 2, 21 years old, UiTM student stated that the social media have benefits in
maintaining the heritage:
“There are a lot of benefits that we can get from social media about heritage. For
example, we can get the information about our traditional music and we can learn how to
play the music’s instruments from YouTube since, it is hard to find an instructor to teach
on how to play traditional music.”
Informant 3, 30 years old stated that,
“The benefit that we can get from social media is we can maintain our community. Plus,
we can spread and introduce about our heritage to other countries.”
RO2 : TO DETERMINE WHETHER SOCIAL MEDIA CAN PROVIDES TRUE

INFORMATION IN MAINTAINING THE HERITAGE.
Level of trust
Trust is both and emotional and logical act. Emotionally, it is where you expose your
vulnerabilities to people, but believing they will not take advantage of your openness.
Logically, it is where you have assessed the probabilities of gain and loss, calculating
expected utility based on hard performance data, and concluded that the person in
question will behave in a predictable manner. In practice, trust is a bit of both.
Informant 1, 21, said that :
“I prefer to search any of the information through media because people nowadays are
mostly using the Internet. There are many kind of social media that can give a lot of
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information needed accurately. I love to read blog so I can get information through the
blog about the heritage. For me, I trust what has been written in the blog because usually
professional blogger will do some research first about what they want to write.”
“I do not fully believe with blog. Some can be trusted and some might not be trusted. The
reason why I’m saying this is because at times, there are some blogger that simply write
something based on their own knowledge not by doing some research. As for me, I will
go to the place such as the museum to know more about the heritage. It is not that I do
not trust what the blogger wrote, but it might not be proven by any of legal website about
the heritage itself.”
Informant 3, said that :
“Actually it is very subjective. Most people believe that every information given can only
be seen clearly by the reader itself. I cannot simply assume that any of the medium such
as blog or Facebook can be the most preferred medium to be used by the reader.”
Method used in delivering the information
Information is stimuli that has meaning in some context for its receiver. When
information is entered into and stored in a computer, it is generally referred to as data.
After processing (such as formatting and printing), output data can again be perceived as
information. In object-oriented programming, a method is a programmed procedure that
is defined as part of a class and included in any object of that class.
“I will surely prefer to use blog because I will read any of the information given
thoroughly. Some of the blogger wrote about their experiences going to the place just to
know more or to gain some experience about the heritage in our country. The way they
expressed their writing or the words they used can attract the reader to read about the
heritage.”
“I am more to Facebook because I am easily attracted to pictures. I prefer the information

to be given through Facebook is because I like something that is simple yet informative.
The pictures shown also can be seen clearly. Unlike in blog, the information given are too
long and quite boring. Through Facebook, I can gain more new information from people
who follow the Facebook page and share or give some information by commenting in the
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comment box.”
“I am more likely to Facebook because it can provide more information since I only
know how to use Facebook. It is not that I do not know anything about other social media
but with my age, which is 13 years old, I am not fully exposed with other medium.”
Social media is the easiest way to search for information
Social media refers to the means of interactions among people in which they create,
share, and/or exchange information and ideas in virtual communities and networks. The
Office of Digital Communications manages the main Facebook, Twitter, Instagram,
Foursquare, YouTube and Vimeo accounts.
“As we know, Internet is the most preferable network to be used in our daily lives. We do
research, we search for information, for entertainment, and many more. Like I said, I will
surely prefer to read or to use blog because some of the information or some of the blog
came out with the exact information. Heritage is all about facts. It cannot be edited, it
cannot be added. Even though blog is not much preferable than other social media such
as Facebook and Twitter, but blog is one of the easiest medium to be used because we
just have to search for the name or the link of the blog, it will appear.”
“As for me, I will surely prefer to use Facebook to know more about the heritage and I
think that Facebook is much more attractive and simple. I do not like to read something
that is written too long because it takes time for me to understand. In blog, the writer
usually used long sentences and less pictures are used. For me, as a teenager, Facebook is
one of the easiest medium to be used in order to deliver the message or the information
because it might be too simple but it is informative.”
“Through Facebook, it is easy for me to obtain new information because it simplifies our
work. As we know, people nowadays are more prefer to use internet in their daily live to
find something as it is the simplest method.”
RO3 : TO STUDY THE IMPACT OF SOCIAL MEDIA IN MAINTAINING THE

HERITAGE AMONG SOCIETY.
Message delivered well
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A message in its most general meaning is an object of communication. It is a vessel

which provides information. Yet, it can also be this information. Therefore, its meaning is
dependent upon the context in which it is used, the term may apply to both the
information and its form. The content in the message also must have a true and sharp in
term of information.
According to Informant 1, 45 years old, a lecturer from UiTM said that :
"Based on social media, it can make me to know and get more information about
heritage, which is I rarely get about it. Besides, it is also easier to get the information”.
According to Informant 2, 21, she said that:
"Nowadays, most of people are more focused on the Internet. There are always new
gadgets will be launched. From my opinion, some of the writer managed to inform about
the heritage among society".
Based on Informant 3, 13, also said that:
"When I get a message about a thing that I'm not understand about it, I will ask the
teacher or my friends who know about it through social media like Facebook.
Attractive ways of delivering.
Delivering is a formal and voluntary transfer of possession by actual which is physical

delivery, constructive delivery goes to by an agreement or understanding, or symbolic
delivery which is by documents, and it also called as presentation or presentment.
Based on Informant 1, he also said that:
"I think the interesting information about the heritage that delivered by social media such
as Facebook, it can attract the interest from the society. Sometimes, when I signed up
Facebook, it can make me know more things about the heritage because I really attract by
the ways that the media used in attracting the society".
Informant 2, 21, said that:
"At times, when I scroll down my facebook, there will be a few pop-ups about the
heritage in our country and sometimes that what makes me attract to read about it".
Informant 3, 16, also said that:
"I am really interested about the heritage of Malaysia and for me, social media can attract
me to read more about the heritage from it."
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Heritage can be maintained.
Heritage is the full range of our inherited traditions, monuments, objects, and culture.
Most important, it is the range of contemporary activities, meanings, and behaviors that
we draw from them. Heritage includes, but is much more than preserving, displaying, or
restoring a collection of old things.
Informant 1, 45, also said that:
"Based on the social media that I chose which is the facebook, the heritage can be
maintained among society to make sure our next generation also will be have information
about our heritage".
Based on Informant 2, 13, also said that:
"As usual I will going to make a conversation through chatting with my friends and from
there, I can know various thing through the advertising that had been shown in the social
media".
According to Informant 3, 21, said that:
"Malaysia is rich with the heritage. So, this can maintain the heritage in the country. With
the existence of writers in the social media, some way can help to make sure the heritage
will long lasting in the country".
CONCLUSION
Based on the interview session, the conclusion for research objective 1, there is one of
our informants that have a low level of awareness about our heritage when using a social
media. The informant did not know how to use other application except chatting in
Facebook but other informants were aware with our heritage because they do have an
interest toward our heritage and effort to enhance their own knowledge. Social media can
provide a lots of benefit when there is a contribution between social media in maintaining
heritage among society such as people can get the information of our heritage easily and
our heritage can be on international stage. From the research objective 2, researchers can
conclude that those informants have different types of medium to be chosen as they have
their own favorite social media. As we can see, one of the informants preferred to read on
blog as it is more real rather than any other website. She wanted to know the heritage
itself through the writers experiences. Another two informants have the same preferable
medium which is Facebook. From the research objective 3, researchers can conclude that,
those informants have different level of trust in which medium to be chosen or to be used
in finding information about the heritage. There are advantage(s) by using or coming out
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with the information through blog and also Facebook. It depends on the reader itself
which medium they are more likely prefer to use. Unlike one of the informants, he said
that the level of trust is depends on the reader itself because it is too subjective.
REFERENCES
EXARC. (2001). Heritage Presentation and New Media in Cultural Heritage. Retrieved
on Feb 4, 2013 from http://openarch.eu/manuals/heritage-presentation-and-new-media-
cultural-heritage-settings
Heritage, C. (2011). Broadcasting and Digital Communications. Retrieved on Feb 7, 2014

from http://www.pch.gc.ca/eng/1294148855640
Humanitieslab. (2008). New Media and Cultural Heritage. Retrieved on Feb 7, 2014 from
http://www.humanitieslab.stanford.edu/MediaandCulturalHeritage
Laurajene, S. (2013). Heritage and Social Media. Retrieved on Feb 9, 2014 from
http://onlinelibrary.wiley.com/doi/10.1111/cura.12044/abstract
Malpas, J. (2006). From Old to New Media. Retrieved on Feb 8, 2014 from
http://www.routledge.com/books/details/9780415616676/
Simon (2010). Role of Media In Promoting Cultural and Historical Heritage of Province.
Retrieved on Feb 9, 2014 from http://penzanews.ru/en/society/54349-2013
Sylvia (2012). Cultural and Heritage. Retrieved on Feb 11, 2014 from
https://jyx.jyu.fi/dspace/handle/123456789/38252
SOCIETIES NOWADAYS MAINTAIN THE READERSHIP OF OLD AGE

MEDIA (NEWSPAPER)
Khairun Bariyyah binti Khairuddin, Adam Ashnawi bin Zailan, Nur Izzati Hazwani binti
Ismail, Nurul Syazwani Ibrahim, Muhamad Ali bin Daud, Nurul Amalina binti Mohd
Roshdi, Mohd Haminuddin bin Mohd Hassan, Puan Noor Ashmalia binti Mohd Asfraff
Society is the aggregate of people living together in a more or less ordered community
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and they live in a particular country or region and having shared customs, laws, and
organizations. Maintain is to keep up, carry on, preserve or retain something that is very
valuable and important. On the other hand, readership is the readers of a publication
considered as a group or an individual and old age media is the media in existence before
the arrival of the internet, such as newspapers, books, television, and cinema. With the
existence of the new media, societies prefer to rely on the new media to provide them
with information about what’s going on around them and the world. The old (traditional)
media has to fight with the new media (Internet) to attract the attention of the society and
maintain the readership of the newspaper as well. This research aim is to discover the
type of media that the societies prefer to communicate and inform each other and analyze
how societies nowadays maintain the readership of the old age media – newspaper. This
research also focuses on the things that newspaper publishers could do to maintain and
attract more readers for them to sustain the readership among the society. Therefore, the
researcher will be using qualitative method by purposive sampling which means collect
your respondent in a non-random technique and conducting in-depth interview to find
the opinions on how society nowadays maintain the readership of old age media precisely
newspaper.
Keywords: Society, Maintain, Readership, Old age media
INTRODUCTION
In a world where people’s time seems more valuable than ever, story content has become
that much more important – it is one of the main factors drawing readers into or turning
them away from reading newspapers. Without appealing content written in a reader-
friendly manner, readers would not want to read newspapers. Newspapers will serve no
purpose if they don’t have an audience to inform.
As the decline in print readership continues, industry officials have identified the
improvement off story content as one of the main ways for newspapers to turn their
readership around and gain more loyal audiences. The Readership Institute (2010)
reported that even the slightest increase in overall content satisfaction increases
readership. And an article in “The Canadian Press” (2001) went so far to say that
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improving content would reverse the readership decline. With the increase number of
readership of the newspapers, the readership of the newspapers can be maintained.
The way a story is presented and marketed also has huge potential to reverse the
readership decline. Presentation denotes how journalists tell a story, design stories on a
age or screen, and use different devices to make it more appealing and easy to read.
Marketing includes techniques like in-content promotion and better service, both of
which are the main factors in gaining readers.
According to Chere Coen (n.d), readers can sense everything, from the way a story
begins and how it is placed on a page that it will be too long or too in-depth for the time
they have allocated to read the paper. Some readers only want the breakout boxes so if
they don’t see any, they will skip the story. It unfortunate, but most readers today don’t
have the time or the inclination to read long stories or stories they know they should read
but don’t want to.
According to the Readership Institute, the types of articles that interest readers of
all ages include those that 1) give the reader something to talk about; 2) make the reader
smarter; or 3) look out for the reader’s civic and personal interests. If journalist can write
articles that offer readers one of these qualities, readership is likely to be increased.
PROBLEM STATEMENT
With the existence of the new media, societies prefer to rely on the new media to provide
them with information about what’s going on around them and the world. The old
(traditional) media has to fight with the new media (Internet) to attract the attention of the
society and maintain the readership of the newspaper as well.
Societies nowadays prefer something that is easy to carry, informative and available at all
time. With the great creation of smartphones, the newspapers are having a bad time as
they have to compete with the smartphones in the market to be the one that the society
prefer more compared to the other. To maintain the readership of the newspaper (old age
media) is hard when there is such creation as smartphones that attracts the youngsters
more than the newspaper itself. The real question that needs to be asked is how societies
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nowadays maintain the readership of the old media which is the newspaper?
What do the publishers need to do to sustain and attract the attention of the societies in
order for them to maintain the readership of the newspaper? Is another question that is
specifically needs to be asked to the publishers of the newspapers. Most people nowadays
spend most of their time on the Internet and do not know about the incidents happening
around them as they do not read the newspapers. Maintaining the readership of the old
media is hard when the society is no longer attracted to what the newspapers have to
offer.
This research aim is to analyze how societies nowadays maintain the readership of the old
age media – newspaper. This research also focuses on the things that newspaper
publishers could do to maintain and attract more readers for them to sustain the
readership among the society.
RESEARCH OBJECTIVES
RO 1: To study how societies nowadays maintain the readership of old age media:
newspaper
RO 2: To discover the type of media that the societies prefer to communicate and inform
each other.
RO 3: To identify the ways that is used by the newspapers publishers in maintaining and
attracting newsreader in order to maintain and increase the readership of the newspaper
(old age media)
LITERATURE REVIEW
2.1 : Newspaper as one of the oldest sources of information
Newspaper is the oldest media that have been used by the people from all around the
world. In the year of 1786 is where the publication of newspapers began in Malaysia after
the colonialism of British (Ibrahim & Leman, 2012). Newspaper is a printed publication
that usually distributed daily and weekly. Each newspaper must contain of news that
regarding to crime news, court news, entertainment news, sport news and political news.
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The most thrill news will be highlighted and placed on the front page, which called as
prime news. As we are now in 2013 and live in advancement of technology, newspapers
continue to be an important aspect in human daily life. Why? Because they need to read it
in order to gain knowledge about what happened from all around the world. According to
(Verma, 2007), newspapers will let people know latest news either the local or
international events. Particularly for the urban people, the need for information is
important than ever. A newspaper is not acting merely as a paper but it will keep people
well informed as they increase our general knowledge. A good newspaper is a watchdog
of democracy. This means it mirrors the status of society. Newspapers can educate
society from being social evils by using all the information given in the newspapers itself.
It also brings the awareness of many anti-social elements in thesociety.
2.2 : Newspaper in today’s world

Mass media has become an integral part of our daily life and it cannot be separated.
Sometimes, our values and way of life in the society in this information era are strongly
influenced by mass media like newspapers. Reading a newspaper has become a habit for
most of the people. According to (Misra, 2012), newspapers spread education and
knowledge. It really helps in growth of a country. In a country, not everybody can be
highly educated but newspapers can ensure that everyone increase their general
knowledge by reading them. Newspaper also educates people in the rural area and yet
still cannot be denied as newspaper sold at the very lowest price but informative.
Newspapers give a true and correct picture of society. They describe the activities of
people in different fields like education, business industry, law, medicine, science and
etc. Newspapers also convey information regarding the different crimes that take place
every day. Moreover, newspapers describe the problem of labors, farmers and other
working people and suggested some way to solve their problem.
2.3 : Newspaper and society

Newspapers play an important role in human life. The newspaper increases general
knowledge of people. Newspaper is one of the initial communication tools of society and
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they have been the most usual and generally received medium to be used in conveying
local, international and national news to the readers (John, 2013). The newspapers are
very important for developing society because they have influence in national life. They
express views on various matters such as social, political, economic, educational,
recreational and even religious. According to Princess (n.d), newspapers create guide,
educate and shape public opinion by raising their power full voice against any attempted
invasion on people’s rights and liberties they act as the over watchful guardian people.
Ever since the formation of society newspaper has always helped people and today, they
are doing the same. The information provided by newspaper has a great educative value
for all. In its functioning the newspapers not only educates the thinking of the people in
right directions. Right and healthy functioning of democracy in developing countries
depends on enlightened views and nature opinion of the people. The newspapers not only
help the people to form opinion in political field but also in other sphere of human
activities. Thus, newspapers have great responsibility and social obligation in developing
societies.
METHODOLOGY
Research Design
Qualitative research is much more subjective compared to quantitative research and uses
very different methods of collecting information, mainly individual, in-depth interviews
and focus groups. The nature of this type of research is exploratory and open-ended.
Small numbers of people are interviewed in-depth and/or a relatively small number of
focus groups are conducted. Participants are asked to respond to general questions and
the interviewer or group moderator probes and explores their responses to identify and
define people’s perceptions, opinions and feelings about the topic or idea being discussed
and to determine the degree of agreement that exists in the group. This type of research is
often less costly than surveys and is extremely effective in acquiring information about
people’s communications needs and their responses to and views about specific
communications.
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Data Collection Strategies (Purposive Sampling)

The purposive sampling technique, also called judgment sampling, is the deliberate
choice of an informant due to the qualities the informant possesses. It is a nonrandom
technique that does not need underlying theories or a set number of informants. Simply
put, the researcher decides what needs to be known and sets out to find people who can
and are willing to provide the information by virtue of knowledge or experience.
Qualitative In-Depth Interview

An in-depth interview is an open-ended, discovery-oriented method that is well suited for
describing both program processes and outcomes from the perspective of the target
audience or key stakeholder. In-depth, qualitative interviews are excellent tools to use in
planning and evaluating extension programs. The goal of the interview is to deeply
explore the respondent's point of view, feelings and perspectives. In essence, in-depth
interviews involve not only asking questions, but the systematic recording and
documenting of responses coupled with intense probing for deeper meaning and
understanding of the responses. Thus, in-depth interviewing often requires repeated
interview sessions with the target audience under study.
Data Analysis
One of the most important ideas in a research project is the unit of analysis. The unit of
analysis is the major entity that you are analyzing in your study. The analysis you do in
your study that determines what the unit is. In this research, the researcher has used
groups as the unit of analysis because the researcher may be interested in characteristics
that belong to one group specifically towards students. Thematic Analysis is an approach
to dealing with data that involves the creation and application of ‘codes’ to data. The
‘data’ being analyzed might take any number of forms – an interview transcript, field
notes, policy documents, photographs, video footage. For this research the researcher has
conducted in-depth interview to find and gain similar and repetitive answers from each 5
informants from their informants. The answers will not be an open-ended answer because
we will require explanations from our respondents.
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FINDINGS AND DISCUSSION

4.1 RQ 1: How societies maintain the readership of old age media (newspaper)
a) Self-reading
According to the first respondent, he did not read newspaper everyday but not once a
week too. He reads newspaper because he wants to get the news, to see what is going on
around him, to look at the latest development in the country and around the world. He
feels that newspaper is one of the mediums where people can get the information apart
from the other media such as the new media TV, radio, and blogs. He also thinks that he
do not simply read newspaper because it is part of the package of information.
The second respondent said that she also read newspaper but not every day. She only
reads the newspaper whenever she buys it, which usually will be during the weekend but
the newspaper on online media she will usually read it to get information. She feels that
she reads newspaper to get information to make sure that she knows what is actually
happening in local situation on current issues. She feels that it is very important as a
citizen especially working as journalism’s lecturer make it very important for her since
she has to be really up-to-date with the current news.
Third respondent said that he reads newspaper every day because he wants to catch up on
the news and also because he feels that it is a part of his job as a reporter. He usually
maintains his habit of purchasing newspaper every day is through the subscription from
the newspaper vendors. He also said that he prefer to get news from newspaper but he
uses new media because he feels that it is more convenient for him as a reporter.
The fourth respondent said she do read newspaper every day because most importantly
during classes, the lecturers always remind her to read newspaper every day. She feels
that reading newspaper daily is essential because sometimes in classes she has to do
writing and so, she will need all this material and the material that she obtained definitely
must be from newspaper. She added that although she is a gen Y, she still prefer to read
newspaper because she said that when the researcher read online newspaper the
researcher will tend to be a selective reader.
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The last respondent said that he would usually read the newspaper once or twice every
week because he needs to keep up with everyday events. He also added that he prefer
reading newspaper and new media because somehow the new media provides faster
information although the authority or authenticity is not as good as newspapers. Hence,
he needs to read both so that it will be balanced.
4.2 RQ 2: What type of media do the societies prefer to communicate and inform
each other?
a) Traditional Media
As said by the first respondent traditional media is newspaper. Newspaper is the first
traditional media and then it is radio. Radio depends on its content. Newspaper and radio
is the traditional media. He added that the researcher couldn’t create a knowledgeable
society only on traditional media. The disadvantages of traditional media are that the
researcher has to wait 24 hours to update information. Internet can be updated the most
is one minute. The researcher can never take advantage from traditional media because it
is outdated. If the researcher only relies on traditional media, the researcher will be left
out.
The second respondent said that she knows what traditional media is and some of the
example is actually newspaper and magazines. She said that the advantages of traditional
media are the researcher can keep the information and achieve it on own. The
information is also more detailed. Since it is a printed material, the researcher won’t lose
the information and nobody can edit the text in it even if there is misspell or inaccurate
information in it.
According to third respondent, traditional media are print and broadcast media like
newspapers, journals, television and radio. The advantages of traditional media are that it
is a longer tradition and presence and more effort has been taken to provide the accurate
information.
Fourth respondent also said that newspaper is one of the examples in traditional media
and the advantages or traditional media is that people won’t be a selective reader and we
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as a reader will get a much more accurate facts.
The fifth respondent said that traditional media are those that are not new media such as
television, newspapers and radio. The advantages of traditional media is, if the researcher
have learned about marketing or entrepreneurship the researcher would have known that
there are maturity phase, so traditional has already reached that level and has not go
through the decline stages even with the competitions from new media.
RQ 3: What can the society advice the publisher to do to maintain and increase the
readership of the newspaper
Newspaper Attraction
The first respondent said that he prefer to read The News Straits Times (NST) because it
is more educational and related to him because he is a lecturer in news writing so he can
apply the technique to the lesson session. He thinks that publisher should change the
attitude of the newspaper to make it more attractive like Metro, which is more about
public interest stories.
To second respondent, she prefer to read NST, Berita Harian and also Utusan Malaysia.
She thinks that what publisher can do to attract more readers is to come out with a 3D
newspaper where people can actually smell the aroma of the coffee is there is an
advertisement about the coffee and make their newspaper more to one of a kind.
According to third respondent, he reads The Star because he works there and he thinks
that publisher should add a much more compelling content to attract the readers.
The fourth respondent said that, she likes to read The Stars because there is a lot of
information in it. She feels that the publisher should provide more graphic and clear
pictures to attract more readers and making it more appealing.
The last respondent stated that he reads Sinar, NST and also Utusan because he feels that
we cannot only depends on one source. He also said that he doesn’t think that it is the
publisher’s responsibility to attract readers but it is the parents, teachers and society’s job
to attract readers to read the newspaper.
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CONCLUSIONS
Remaining the readership of the old age media especially newspaper will be a hard task
in the future ahead but it is not impossible. Everyone should contribute in extending the
longevity of the newspaper, as it is one of the most accurate, reliable, and convenient
source of current and important information.
Every individual must know that by only getting the information from the new
media or the Internet will not give the most accurate and correct story. This is because,
the news are easily manipulated and edited to the writers liking and not exactly fair.
Therefore, news readers should balance their reading by getting the information from
both media and they are also advised to become a role model to the younger generations,
teaching the young ones about the importance of reading the newspaper and other sources
to gain general knowledge and knowing what is happening in their society and around the
world. The society needs to ensure that in the upcoming years, newspapers are still
readable so that it can continue to serve in giving information to everyone including those
who cannot afford to read from the new media, which is the Internet.
The old age media that are still found in stores are printed medias like newspapers
and magazines whereas for broadcast media there are still the radio and the television,
which are still living after years and years of changes in the world’s technologies and
environment. For the new media, the Internet, webs, blogs, social media like Facebook
and Twitter are the examples of it. Both of these medias have its own pros and cons in
terms of accuracy of information, time taken in each media to be spread out to the society
and the convenience of getting to have the mediums and keeping it for personal archives.
Nowadays, many will prefer the new media as their new, fast and easy medium to gain
information but be reminded that the old media are created and the information are
written and sent by train and knowledgeable media practitioners who are qualified in
spreading truth and fair information to their readers and audiences.
It is advisable to the publishers in the newspaper industry to be more creative in
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attracting their readers to still buy their newspapers as the sales rate are declining with the
introduction if the new competitor that is the new media internet. Publishers must not
only sell sensational stories to grab readers but more towards knowledgeable ones which
can benefit the society and set a much more informative environment for the people.
Creating a 3D graphic in newspapers or giving free samples like in the magazines or
balancing the news that the publishers would want to publish in the newspaper and post
in the news website, are recommended to ensure that readers will not only seek
information from one side of the media but both. The society must also help publishers
by educating each and every one of them to still rely on newspapers and other traditional
media rather than only relying on the Internet. Everyone must contribute in continuing
the life of the newspapers so that it will always serve the purpose of giving and spreading
knowledge and information to the world.
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TWITTER AS ONE OF THE MEDIUM IN SPREADING HERITAGE NEWS

TOWARD SOCIETY
Azyani bt. Aripin, Noreda Faryza bt. Md Yaacob, Nur Izzatul Alya bt. Zulkernai, Nur
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Syazwani bt. Ahmad, Wan Nur Shahirah bt. Bakhrojin, Norazrin bt. Ab Hamid & Noor
Ashmalia Mohd Ashraff
Based on the current technology of media, people are usually use new media like twitter
website to update any current issues or event regarding with heritage to be shared that
information with society by using this kind of medium. This situation shows, twitter
contains rich information because the data is posted especially about heritage in that time
can be quite useful knowledge about the ground situation of the topic. Unlike traditional
media, this new media are one of the social media in spreading heritage towards society
in faster way. The approach that will be used by the researcher for this research is
qualitative approach. In collecting data collection strategy, the researcher will be using
purposive sampling to help researcher to find out the result for the research that
conducted. Second, In- depth interview is also one of the method of research that applied
in qualitative research where the researcher will conduct an interview with the selected
respondent. For data analysis, the researcher uses thematic data analysis that required the
researcher to identify a limited number of themes which adequately reflect researcher
textual data. For unit of analysis, there are three basic categories to identify the unit of
analysis on a research are individuals, groups and organizations. Currently, everything in
a world is using online. That is why “Twitter as one of the medium in spreading heritage
towards society” is more efficient and faster ways than traditional media. Twitter plays an
important role as a medium to create a new environment towards society in creating
broader selection in spreading heritage. From this research, it may give a lot benefits
towards the education for students from Malaysia and outsides this country as their
reference.
KEYWORDS: Twitter, Heritage, Society, Efficiency
INTRODUCTION
Social Media nowadays has made a different way for people to access information
and news about current issues. It provides a medium which has a large reach and
coverage to people around the world. Unlike traditional media, new media such as
Twitter are one of the tools for the society to gain news in a faster ways and it can be one
of the tools in spreading heritage news. Twitter is a micro-blogging service which has
gained popularity as a major news source and information over last few years.(C.Gomathi
and P.V Gowtham,2013). According to Howard, P.N & Jones (2004) also said that the
advances in information technology, has transform the economic life. It has given all
sorts of individual economic sectors such as consumers, investors, and business. The
relation of each person to another has a great effect for passing the information. But
today, there is an outstanding tool such as twitter that can help internet marketers become
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more successful and with the use of social media sites also can help to give an impact to
the society on the heritage news.
PROBLEM STATEMENT
Twitter is one of the faster tools to access information or easier ways to spread the
heritage news but many people have an issue with the trustworthiness and reliability of
the information that have been presented, concentration, ownership of media content, and
the meaning of interactions created by the social media. This has become one of the
problems to the people that use social media in accessing information because they might
get entrusted information about certain issue. This also sometimes can cause a slander or
defamation if the news or information is incorrect. Many people hard to believe about the
news that have been posted in the Twitter because it does not have strong evidence to
proof the authenticity of the news or information that been posted. Social media such as
Twitter also have make the internet users spend more time with the social media sites
than any other type of sites. People nowadays have been addicted to spend their time with
the social media to tell their followers about their daily activity and also to share any
information which also sometimes helps other. According to Tang, Gu, and Whinston
(2012) said that the total time spent on social media by PC and mobile devices increased
by 37 percent to 121 billion minutes in July 2012 compared to 88 billion minutes in July
2011. The benefits of participating in social media have gone beyond simply social
sharing to building reputation and bringing in career opportunities and monetary income.
Research Objective
To study the frequency of society that respond towards the heritage news spread by
twitter.
To investigate the legitimacy of the heritage news spread on twitter.
To determine the consequences of the heritage news spread on twitter.
LITERATURE REVIEW
What is Twitter?
Twitter is a form of online social network that is use all around the world. According to
Haewoon et al (2010) microblogging is describe as both social and news media, unlike
traditional media. It provides light-weight services, easy form of communication which
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enables users to broadcast and share information about their activities, opinions and
status (Java et al. 2007). Twitter was created in March 2006 by Jack Dorsey, Evan
Williams, Biz Stone and Noah Glass and by July 2006, the site was launched
Factors in Spreading News on Twitter
Twitter is use by millions of people all over the world and there are factors that help in
spreading the news on twitter. The most common way is when it is trending. Discover tab
which displays the top Trends and Tweets on Twitter. Tweets shown here are
personalized for everyone based on their connections, their location and language settings
and recent spikes in a topic’s popularity.
Retweets are a crucial factor in spreading news on twitter. A retweet is when one
individual copies a tweet from someone in their network and shares it with their network.
In other simpler meaning it allows a member to see what others posted on their mutual
friends network.
Moving on with Hashtags are used by combining characters led by a hash symbol,
‘#’, is a hashtag, and if promoted by enough individuals, can "trend" and attract more
individual users to discussion using the hashtag. When a hashtag becomes extremely
popular, it will appear in the "Trending Topics" area of a user's homepage.
Credibility of the News on Twitter

With all the news swarming the online social network, one must wonder if it the news
posted is reliable and speaks the truth. Because twitter has the ability to interest people
with its content through various delivery channels have marked them as a place for
rumours and gossips alike.
The way to measure the credibility of the news on Twitter is by checking the author
and the content. Twitter has a space for users to add their details and information about
themselves and sometimes established twitter accounts will be verified by Twitter,
usually with a blue tick symbol besides their username. According to Hend and Rasha
(2011), the content of the news can be checked via the authors sources.
News Organization and Twitter
Since we are in a world where everything is online, most traditional media resort to
having an online platform as a backup in case the printed media dies out. Besides having
an online website, newspapers in Malaysia like The Star, Berita Harian, Harian Metro,
New Straits Times, have twitter accounts so they can post news faster and instantly.
They resort to Twitter or online social network, so they can spread news straight
away and reach a larger audience. Using a social network provides quicker news excess
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ways in getting one but let the readers respond to it. With that in hand Project for
Excellence in Journalism (2010) revealed that the advent of social media like Twitter has
helped news consumption become a social experience to share as well as to filter, assess,
and react to news. As twitter is an online social network and almost everybody has it in
their hands every day, it makes it possible to have instant reaction to the everyday news
posted on Twitter.
What does this mean for traditional media you might ask, will it die out? Rosenstiel
(2009), claims that newspapers are still the main watchdogs and source of news for but
by engaging in new technology, such as Twitter, it becomes a way for news organization
in reaching users to special news stories, events, and details, might bring in a larger news
audience.
The Effectiveness of Using Twitter for News
There must be a reason why twitter is famous amongst many IT savvy individuals. What
is it that makes it so effective and useful in the eyes of many? Since twitter only allows
140 characters to be posted for every tweet it is convenient to read as it is short and
straight to the point. A lot of people want instant gratification therefore as stated by
Emmett (2009) the social network serving as a breaking news source that provides stories
ahead of traditional media. So if people were to wait for the daily newspaper they’d have
to wait a day later to know about the news. Greer and Ferguson (2011) stated that users
were more engaged and discussing ‘‘fresh news’’ which resulted in a rapid dispersion of
information via retweets.
Breaking News on Twitter on National news to the public
To understand the real role Twitter played, we extracted tweets about breaking news and
examine whether twitter convinced its audience. The researcher as well study how the
news spread from a few sources to the public through identifying key players at different
stages of the news flow.
Twitter may have broken the news first, but the question remains whether its users
believed these early Tweets or if they viewed them as mere rumors. To find the answer,
the researcher trained a classifier to learn certainty in the tone of tweets and classified as
“certain”, “uncertain”, “irrelevant”.
Twitter can be as useful source in deliver news especially in national news. Only by
pressing the retweet button people are able to read and spread the important news about
what happened at their countries. These can be proven when a twitter user has tweet
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about his lost child, and only within one hour it has turn out to be breaking news on
twitter and television as well. The researcher findings suggest that individuals in media
related professions can play critical roles in breaking and spreading news on twitter, since
they enjoy high reputation and access to the news sources, and they could take advantage
of the speed and reach of the twitter.
Information Credibility in Twitter on spreading National News
The researcher analyze the information credibility of news propagated through Twitter, a
popular microblogging service has shown that most of the messages posted on Twitter
are truthful but the service is also used to spread misinformation and false rumors, often
unintentionally. Credibility of online news in traditional media and blogs: The perception
of users with respect to the credibility of online news seems to be positive, in general.
People trust the internet as a news source as much as other media with the exception of
newspapers as stated by Flanagin and Metzger (2008). Twitter has been used widely
during emergency situations, such as in giving awareness to the public and community in
gain high spirit of patriotic and the nations. Twitter can be as well uniting all the users
and public together as one team to be a responsible citizen for now and for future.
Information that can be shared from news on twitter and media can be a source and
information to the public itself to gain more awareness about their own country.
Credibility of News on twitter: In a recent user study, it was found that providing
information to users about the estimated credibility of online content was very useful and
valuable to them as stated by Schwarz (2011).
METHODOLOGY
Research Design
According to Green and Tull (2010), research design is the specification of

methods and procedures for acquiring the information needed for a research. It is the
over-all operational pattern or framework of the project that consists of what information
would be collected from which source by following the stated procedures. The research
design can be divided into two approaches which are quantitative and qualitative
approach. The approach that will be used by the researcher for this research is qualitative
approach.
Purposive Sampling
Purposive sampling is one of the strategies to collect data that helps researchers to
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find out the result for the research that conducted. Under purposive sampling, a group of
people will be selected to become the respondents of the research. The sample of
respondent that selected must have wide knowledge or experience regarding the topic that
selected for the research. Based on the scope of the study, researcher will select five
respondents that involve university students, civil servants, public sector staff, university
lectures, and publics.
In-Depth Interview
According to Crossman (2012), in-depth interview is one of the methods of

research that applied in qualitative research where the researcher will conduct an
interview with the selected respondent and asks open-ended questions orally and records
the feedback from the respondents. This type of interview required the researchers to
meet face-to-face but it also can be done via telephones. In addition, this type of
interview is less structured compared to the survey interview.
Data Analysis
According to Howitt and Cramer, thematic analysis is used frequently in

qualitative analysis even though this method is not easily accessed compared to other
form of analysis such as Discourse Analysis or Conversation Analysis. In addition, this
type of analysis required the researcher to identify a limited number of themes which
adequately reflect their textual data.
Unit of Analysis
Crossman (2011) states that unit of analysis is an important idea in research
project where unit of analysis is major entity that researchers analyze in their study. The
unit of analysis will study what are the research is all about and who are the people that
involved in the research. The summary description can be created as the unit of analysis
is things that will be examine by the researchers. However, the three basic categories to
identify the unit of analysis on a research are individuals, groups and organizations.
FINDINGS & ANALYSIS
RQ1: To study the frequency of society that respond towards the heritage news
spread by twitter.
How often you go on twitter?
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From what we have collected our respondents spends their time in the range of
weekly for second informer and fourth informer. The fourth informer spends more
time on twitter during weekends. For fifth informer since he is the Twitter admin
for ‘Culture and Arts Club, UiTM Alor Gajah’, he is considered frequent daily
user of the twitter platform and third informer also falls under the range of daily
user. But on the other hand our respondent from first informer says she has reduce
the amount of time she spends on twitter.
Have you ever done any twitter activity on heritage info? e.g Retweet / Favourite.
Our respondents, second, fourth and fifth informer has answered yes for doing
twitter activities on heritage news. They say they do twitter activities like
retweeting a tweet about heritage or cultural news, favourites and on occasion
respond to a tweet. Our respondent from fourth informer mentioned about being
involve in a write up about World Heritage City under Ministry of Education and
our respondent from fifth informer because of his position he has to constantly
update and spread information about culture and heritage events or news, if there
is no news then he will make an effort to look for one and spread it on twitter for
his followers. However, first informer and third informer both said they don’t do
such twitter activities because they have no time.
Do you follow any heritage website on twitter?
The respondents from first informer, second informer and third informer has
answered no to this question. Although the respondent – first informer, answered
no, she does on occasion read heritage or cultural news retweeted by her friends.
Nevertheless, fourth informer and fifth informer do follow official twitter account
of Tourism of Melaka for fourth and fifth informer follows ‘National Department
of Cultural and Arts, Malacca’ twitter account. Fifth informer says twitter account
of ‘National Department of Cultural and Arts, Malacca’ posted news related to
traditional dances, local delicacies or cultural and heritage events. It makes it
easier for him to collaborate with the organization and can help him in promoting
events done by his club.
RO2: To investigate the legitimacy of the heritage news spread on twitter
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Do you believe any heritage news spread on twitter?
According to third informer, he said that he did believe in a few of the news on
heritage news spread by twitter. Not all the news that is spread by twitter is easily being
trusted because some of it might not be true. Different from one of our respondent from
second informer, he did not believed on the news spread by twitter because he said that
twitter spread many unreliable information or source. But another three of our informer
do believed strongly on the news spread on twitter about the heritage news because of
many kind of reason. One of our respondent which is fourth informer, believed the news
because he think that people nowadays more relying on the heritage news while another
respondent from fifth informer, said that, he believed that most people who tweet about
the heritage news have knowledge and expert about that field. He also added that the
people are not simply updating any information without facts. Last of our respondent that
also believed on the heritage news spread by twitter is first informer . According to her,
She do believed on the heritage news that have been spread by twitter.
Do you make any effort to check the legitimacy of the news spread on twitter?
Our first informer said that, she will make an effort depends on the news itself if
she has any doubt about it and she will try to check the legitimacy of the news. The
second informer for our research have his own opinion on this question. According to
fourth informer, he did not make any effort to check the legitimacy of the news spread on
twitter but sometimes he will double check it on twitter. Our second informer, strongly
said that he will check any information that have been spread by twitter to find out the
reliability of the news spread to make sure the information is correct. As for our third
informer. He said that he will probably make an effort to check the legitimacy of the
news before making any action to believe the news. He added that mostly this kind of
information is true because it is our past and history which is cannot be lied about. Lastly,
our fifth informer, have his own opinion too about this question which he will follow any
organizations that are prominent with public because this will help him to make sure that
the information is trusted and acceptable to the student and public.
If the heritage news is false, what are your actions towards the issues?
As stated from first informer and third informer, they will do some research and
check to get the correct info then reply to give comment about the incorrect news. Fourth
informer as well mentioned that he will retweet to the tweet and ask the owner of the
account to correct the false information. Besides, he also will report to SKMM about the
false information if the owner did not change the information. For Sharif, he would
ignore it. He doesn’t want to waste time on something that is not relevant and not true
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regarding a topic like heritage and cultural news. Lastly, fifth informer says he will reply
that information and tell what the right information to them. Sometimes, he will ignore
information that has no benefits and advantages to him and his organization
RO3: To determine the consequences of the heritage news spread on twitter.

Do you think twitter has benefit in spreading heritage news?
Our entire respondent are totally agree that twitter give a lot of benefit in spreading
heritage news. Second informer also mentioned that heritage and cultural news spread on
twitter is a good thing. For promotional, advertising and marketing effort, using social
media like twitter can give a wide effect on heritage and cultural news. But he also thinks
that it is ruining the actual purpose of the heritage and culture. Because, he think those
running this business don’t even care about heritage and cultural news they just think
about making money. Those running the site should have a sincere attention on
promoting and spreading heritage news. For third informer and fourth informer said,
twitter gives a lot of advantages to their user in spreading news especially in heritage as
well because mostly youngsters are using this medium (Twitter) in gain information and
news from any sources as their input for themselves. Promoting and organize any event
by using this twitter can be very useful and informative productive sites for the students
especially the youngsters. For fifth informer he said that everyone is using social media
to communicate with each other and I will say most people at the outside have their own
twitter account. Why not heritage organizations take these opportunities to spread
heritage news by using twitter website since most twitter user are youngsters that need a
lot of knowledge about heritage.
8. What is the benefit of twitter in spreading heritage news?
As mention by fifth and third informer, twitter are like viral video on you tube,
any interesting and useful information for heritage news, with only one button Retweet
,we have already shared the info with our followers. While from second and fourth
informer has mentioned the same opinion, he quoted that the benefits are the news can be
spread wider to a large number of audience like the entire twitter user. It also gives the
twitter user a quicker access to the heritage and cultural news on the go and as stated by
fourth informer, the spectrum is wider, plus Twitter is one of the faster way to spreading
a news and it also cheaper if compare to other paid application. Lastly, according to first
informer, it helps the public to know more about our own heritage news.
9. What is the effect that you will get from the benefit of getting about heritage news
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on twitter?
As stated by first and third informer, as a student we can get more info about the
heritage news and it will also make me concern more about the heritage news and twitter
as well has provided so many understanding and useful information to everyone and the
users. Hence, can gain more interest among youngsters about heritage news. While stated
by second informer is the effect is great. Like news on Visit Malaysia 2014 on Tourism
Malaysia’s twitter will give and tell the people where to go in Malaysia, where to visit
Heritage sites or spread news on events about it. When we use twitter as a platform, we
should be aware that we have to make it exciting for people to follow and be attracted to
read on news about heritage and culture. According to fourth informer it is easy,
convenient and 24 hours of working hours. Lastly, as mention by fifth informer as
President of ‘Kelab Kebudayaan’ Twitter can spread very good information to students
and society since not a lot of people can share information about heritage. Sometimes, by
using twitter it helps my organizations to come and support my event.
CONCLUSION
In brief, Twitter is one of the easier medium in spreading heritage news towards society
today especially in this age of technology now. Twitter has their own advantages and
disadvantages towards society itself. It is up to the individual; either they want to use the
twitter in the right or wrong way and appropriate or inappropriate especially in spreading
the news about heritage. With the using of twitter it will facilitate the user and society to
spread the news that they get to others and to share the intelligence. However, with the
wrong use of twitter it can damage society itself, if the news that they spread is not true.
It is also maybe can causes to fights and finally leads to hostility between each other,
even it will be more dangerous if involve racism. Due to that, it is importance for a
specific party to make sure that the news that they spread especially regarding heritage
news is based on fact and not designed exclusively. Besides, twitter provides a medium
which has a large reach and coverage to people around the world, so it is a shared
responsibility for us to make sure that the news that we spread is true to avoid any
misunderstanding in future. Hence, society itself cannot distinguish what is true or false
about some news that they read in the twitter when had so much twitter account that the
truth we cannot be sustained. With this, we as a responsible society should take the action
in avoiding any misunderstanding especially on the heritage news because heritage is one
of our cultures that we should try to remains. In this way, we can inheritance the heritage
to our future generations without any misunderstanding in the future or any change in
facts.
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THE EFFECTIVENESS OF SOCIAL MEDIA IN PROMOTING THE

CULTURAL AND HERITAGE IN MELAKA
Amir bin Nek Mohd Juhari, Wan Muhammad Amirul b. Wan Daud, Khairunnisaa’ bt.
Abdul Rahman, Shariffah Nur Amalina Aljunid bt. Syed Ahmad, Wan Nur Azureen bt.
Wan Akhmar, Fatin Nabila bt. Hatayudin & Noor Ashmalia Ashraff
This research is about the effectiveness of social media in promoting the cultural and
heritage in Melaka. The word effectiveness can be described as a degree to which
something is successful in producing a desired result. While, the social media is a
medium where the websites and applications enable users to create and share content or
to participate in social networking such as Facebook, Twitter, Blogs and Instagram.
Cultural or culture refers to the cumulative deposit of knowledge, experience, beliefs,
values, attitudes, meanings, hierarchies, religion, and many more that acquired by a group
of people in the course of generations through individual and group striving. This
research objective is to promote the culture and heritage of Melaka among the Malaysian
and people around the world. As we know, social media itself can share a lot of
information about so the people will able to know more details about the culture and
heritage that exist in Melaka. In this research, the researchers are using the quantitative
method which is we will distribute a questionnaire to the people around Alor Gajah,
Melaka. Our expectation in this research is the researchers hope that the social media will
be the most important and useful medium in promoting the cultural and heritage that exist
in Melaka to the Malaysian and all people around the world.
Keywords : Effectiveness, social media, promoting, cultural.
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INTRODUCTION
Social media have become one of the important things in our life today. Without
the assistance of social media, we will not be able to know the current issue that is
happening around the world. Social media is extremely vital to everyone until people,
especially in gaining various knowledge and information about culture, race and religion.
The social media that people nowadays tend to use our Facebook, Twitter, Instagram and
many more. People need Internet access all the social media in anytime they want. Plus,
people nowadays are using Smartphone, so the internet can be accessed easily at
everywhere without having a problem with the assist of mobile data plan.
Much information can be shared with everyone, especially to promote places that have a
lot of interesting facts. When people are using social media, they will be able to know
more details about the places and at the same time will enjoy with the image that they can
see or find through the social media. According to Alison Doyle (n.d), social media
includes the various online technology tools that enable people to communicate easily via
the internet to share information and resources. She also said that social media can
include text, audio, video, images, podcast and other multimedia communication. This
shows that social media is about connecting people to spread the useful information that
can give a benefit to the other side.
As social media help in promoting the heritage and culture of Melaka, there are a lot of
alternatives that can be done to make sure people are concerned and realize about the
uniqueness of Melaka. Melaka is places that have its own history and contain many
cultures that few people know about it perfectly. Through the social media, it helps to
promote the heritage and culture of Melaka towards the society.
They will learn various stuffs about the culture and can share knowledge with others as
much as they can. Besides, we want to make sure that society will always remember the
heritage of Melaka as we know, Melaka full with the history and memories from the past.
PROBLEM STATEMENT
The problem that the society has to face when using social media as a tool to
spread the information and knowledge is not all the places can be accessed through the
internet. This is important because the social media need an internet to access when they
need. Sometimes, coverage is not fully presented, so the society will be in trouble when
seeking the information. Therefore, it will affect the information that society should know
in order to make sure that the society understand and realize the heritage and culture of
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Melaka. Using a social media will make them easy to access anytime they need. If they
are using a smart phone or computer, all the information can be found easily and save
their time by not going to the library.
The accurate and correct information is important when promoting the heritage and
culture of Melaka. Sometimes the information in a specific media given are not complete.
It will give a bad effect towards society who are reading through social media. They will
get confused and not understand what the information is all about. The sources must be a
person that can be trusted so that people will believe and accept the information given.
The wrong perception will make the society encounter misunderstanding and the
promotion will face a crisis to promote the Melaka perfectly.
On top of that, there are also problems when some people are not interested in using a
social media. People who are always busy in their work are mostly using their social
media only when they have time. Hence, they will lack of knowledge about heritage and
culture of Melaka.
This thing should be avoided because as a Malaysian, we must know the uniqueness and
history of Melaka. The information sometimes is useful for society so that they will know
more detail about the type of culture that still exist until now. Through the social media,
they can share their knowledge and at the same time can change their opinion about
culture in Melaka.
RESEARCH OBJECTIVES
1. To identify which social media will be the most effective in promoting the heritage
and culture of Melaka and their advantages.
2. To study how the social media play their role in promoting the heritage and culture of
Melaka.
3. To seek when is the effective time period to promoting the heritage and culture of
Melaka using social media.
LITERATURE REVIEW
SOCIAL MEDIA
According to Kaplan & Haenlein, ( 2011 ), social media can be defined as a group of
Internet-based applications that build on the ideological and technological foundations of
Web 2.0, and that allow the creation and exchange of user-generated content
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Furthermore, social media depends on mobile and web-based technologies to create

highly interactive platforms through which individuals and communities share, co-create,
discuss, and modify user-generated content. It introduces substantial and pervasive
changes in communication between organizations, communities, and individuals.
DEFINITION OF CULTURE
Culture or in its Latin word culture, is a modern concept based on a term first used in
classical antiquity by the Roman orator Cicero: "cultura animi" (cultivation of the soul).
This non-agricultural use of the term "culture" had re-appeared in modern Europe during
17th century, which refers to the betterment or refinement of individuals, especially
through education. During the 18th & 19th century it came to refer more frequently to the
common reference points of whole peoples, and discussion of the term was often
connected to national aspirations or ideals. Some scientists used the term "culture" to
refer to a universal human capacity.
DEFINITON OF HERITAGE
According to (Rusell, 2011) defines heritage etymologically as an exchange relationship.

Most definitions of heritage elaborates on its quality as a thing which are passed on to the
future generations. Cultural heritage is formed from those things or expressions that show
the creativity of people. These can be special monuments, like a building, sculpture,
painting, a cave dwelling or anything important because of its history, art or scientific
value. The styles of buildings can also be part of our cultural heritage because of their
architecture, where they are built or what they were used for.
CULTURAL HERITAGES OF Melaka
Malacca has a multi-racial population of Malays, Chinese and Indians reflecting the
overall racial make-up of Malaysia, it is the Peranakan and Portuguese culture that is still
practiced by a few descendant communities that attracts visitors.
The Peranakans are descended from Chinese migrants who first came to Malacca many
centuries ago. Adopting Malay customs and cultures, theirs is a unique heritage unlike
any other. Peranakans also refer to a 'Straits Chinese'. It is still a subject of debate
whether the Peranakans actually intermarried with the local Malay population or
maintained a pure bloodline, but most are said to be of Hokkien ancestry. 'Babas' refer to
male Peranakans while 'Nyonya' refer to females. Often Nyonya is used to substitute the
term 'Peranakan' as well. Peranakans also settled in Penang, the only other state than
Malacca.
In terms of dressing, the women wear traditional Malay costumes, notably the 'Baju
Kebaya' a form of blouse woven with silk. Perhaps the Peranakan's most famous legacy is
146


Nyonya food, a fusion of Malay ingredients with Chinese cooking styles. Some of the
most popular dishes include 'Belacan', 'Assam Laksa', 'Cendol' and 'Kuih Talam'.
Peranakans speak a dialect of the Malay language called 'Baba Malay' which has some
elements of the Hokkien language. Their most notable musical entertainment form is the
'Dondang Sayang' or 'Love Song' where Babas and Nyonyas exchanged poems in a
humorous style, accompanied by a violin, accordion and traditional instruments the
Rebana and Gong.
CULTURAL TOURISM, CREATIVE TOURISM AND EXPERIENCE INDUSTRIES
These days, tourists demand and expect first hand, delightful and memorable experiences.
Hence, the tourism industry needs to improve product offerings and ensure that they
inject some creative elements in order to remain competitive and sustainable Richards &
Wilson (2006). Smith (2007), pointed that many countries have limited heritage
attractions to develop or promote, therefore the focus on contemporary, experiential and
creative tourism becomes of pivotal importance. This is to ensure that tourists have
unforgettable experienced after they visited a place. Creative tourism products and
services can help to sustain the competitiveness of cultural tourism products by offering
better experience and knowledge from the combination of creativity and tourism.
METHODOLOGY
The researchers have decided to carry out the research around Melaka. The main
respondents that the researchers are going to do a research on are among Alor Gajah,
Melaka society. To gain more information about the research, the researchers will use
one research method which is a survey form distribution to complete the assignment.
The researchers will distribute the questionnaires to public to obtain results and
information as possible to complete the research on “Effectiveness of Social Media in
Promoting Culture and Heritage of Melaka towards Malaysian”. The target is to reach
respondents that consist of citizens from different gender, age, occupation and also
background. The researchers will provide 30 sets of question to distribute to public.
Researchers are planning to conduct the survey form distribution on 6th December, 2013.
With these techniques, hopefully it will benefit the researchers to reach the research
objectives.
FINDINGS & ANALYSIS
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Based on the questionnaires that has been distributed, we have found that all of
the respondent uses social media. 100% of the respondent use social media. 93% of them
says that social media is important towards the society nowadays as the social network
has become a trend where everyone will have at least one social media account. 93% of
the respondent says that the society nowadays are to dependent on social network as now
everything can be known on the social network page. The things that can be search on the
network are news, entertainment and also the activities that been done by their friends as
it can be updated on the social network. The people who are using social network are not
only teenagers but also adults and elder citizen. In conclusion, all generations are using
social media as everybody can access to the internet easily.
The researcher has found that Twitter and instagram as the most popular social
sites that the society visits more often as they have the same percentage that is 37%. The
most visited social networks is Twitter as 40% of the respondent has answered the most.
The most effective sites in promoting the heritage and culture of Melaka and their
advantages are facebook. 46% of the respondents has agree that facebook is the best
social sites in promoting Melaka. While the other 34% has anwered Twitter, Instagram
15% and lastly blogspot 5%.
The researcher found that 97% of the respondent agree that social media is the
effective way to promote Melaka. It is effective as many society will log into the social
sites and the this could attract the tourist to come and visit Melaka as their holiday
destination. 80% of the respondent answered that it is necessary to promote Melaka in the
social network. 67% of the respondents have noticed the promotion of the cultural and
heritage of Melaka on the social media so this can be conclude that the heritage and
culture of Melaka has been promote well in the social media. But only 40% of them who
has seen the promotion personally.
The type of advertisement that the respondent prefer to see caption with picture of
the place in the promotion of Melaka. 97% of the respondents says that caption and
picture are more preferable as the society can see the pictures of its place and also the
elaboration about the place. This can attract more tourist to come and visit because they
can explore more the beauty of the place that has shown in the picture.
The last but not least of the findings is when is the effective period to promote the
heritage and culture of Melaka by using social sites. According to the user, 60% of the
respondent log on into their social network from 5pm to 12 am. That is the most suitable
time to promote about Melaka as many of them using social sites at that time. While
another 20% will use from 12 pm to 5pm, 17% use from 8am to 12 pm and 3% will use
the social sites from 12 am to 8 am.
As for days, 50% of the respondent using the social networks on weekdays and
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the half will only use on weekend. Here, the researcher has found that promotion of
Melaka can be done any time as the society log into the social sites every day.
Lastly, for leisure time, the most effective season to promote Melaka is whn the
school holidays has come. This is because 67% of the respondent says that school
holidays is the most effective season of promoting as the parents can bring their childrens
to holiday as a family getaway. While another 33 % answered festive season.
CONCLUSION
As for conclusion, researcher can conclude that in order to promote the culture and
heritage of Melaka in social media effectively and efficiently, researcher need to promote
at the right time promote the culture and heritage that offers a picture that have a caption
so that it can attract tourist mainly local people to know more about the place and etc.
Not only that, to ensure that everyone have the passion in exploring Melaka through
social media, the exposure itself play the main role. Students in school must at least know
few things about historical heritage that had been left by our ancestors. Plus, events by
respective club such as cultural heritage club should frequently organize events to ensure
the spirit of young generation nowadays rose up to protect their origins.
Finally, Malaysian Government (Tourism Industry to be specific) should be proactive in

promoting ‘’one in a million’’ kind of places that other countries does not have. This is
because our generation these days relies on technology. Therefore, the optimum method
to achieve our target audience is by none other social media.
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150


SUB-TOPIC 4:
MEDIA AND EDUCATION
UNDERSTANDING TV SHOWS AS A TOOL IN TEACHING ENGLISH

LANGUAGE: A CASE STUDY OF OH MY ENGLISH
Lylatul Qadrina Yusman, Wan Siti Amalin Wan Mohamad Zakludin, Liyana Farina
Mohamed Zulkifli, Nur Nadhirah Jamil, Mardiana Ishak, Nurlily Abd Hadi Moy,
Noreena Emmilia Zainab Zakaria & Dzaa Imma Abd Latiff
This research is based on the educational television series “Oh, My English!” which
aimed to help viewers to improve on their English language skills in a fun and interactive
way. Through this approach, it is hoped that those who want to learn will find this
television series as a great and easily understood learning tool aside from learning in class
and through books. Among Malaysians, few problems have been found related to the
usage of English. Firstly, whether the viewers will apply what they have learned through
the show in both speaking and writing, on daily basis or only when it is required such as
in examinations. Secondly, the usage of ‘Manglish’ in communication that seems to arise
among Malaysians. Lastly, whether the content (information trying to be delivered)
managed to reach the viewers or is it consumed more as an entertainment show. The
method used in this research is in-depth interview based on purposive sampling. This
research is important to determine whether educational television show for learning
English in Malaysia is effective and has great impact to viewers especially in improving
their language skills.
Keywords: TV show, English language, Educational, Interactive, Impact
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INTRODUCTION
Television is as much a part of everyday life as eating and drinking. Television

continually manages to instantly reach millions of viewers, allowing for a communication
message to reach a broad mass within a short amount of time. (TV Focus, 2007).
TV Focus (2007) also stated that television is the best form of home entertainment these
days. They are also one of the most significant inventions of the century and have been
named as a powerful medium for information and entertainment. A critical mass of TV
viable countries now exist for educational purposes, to justify undertaking unprecedented
levels of international coordination in such areas as experience exchange, training,
resource development and national and regional capacity building. (Palmer, n.d).
According to (Manivannan, 2006), English is important as they promote our worldview

and spiritual heritage throughout the globe. The content for e-learning is in the electronic
form and it is stored either in CD or on servers. Students can access contents directly
from computers and they are supported by the instructors or teachers. E-learning in
Malaysia is being undertaken by major universities and business enterprises (Professor
Tan Sri Datuk Dr. Anuwar Ali, n.d). In addition, e-learning is to support teaching and
learning an Internet environment that incorporates a worldwide view of education. Also it
opens up to new opportunities to enhance what the students and teachers might learn in a
classroom. E-learning enables the educators to access content in different and a new way
other than library or any education places. (Campbell, 2001).
“Oh My English!” is a popular education television show in Malaysia that emphasizes on

learning English. Anyone can view it by subscribing to Astro, or view it online through
YouTube. It is supported by the Ministry of Education (MOE) and they bring world-class
learning content to schools around Malaysia through this program. Other than that,
British Council developed the content including worksheets that can be accessed via their
website.
PROBLEM STATEMENT
This research is about ‘Understanding TV Show as A Tool in Teaching English
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Language: A Case Study of TV Show Oh My English.’ The show is on Astro channel

610. The TV programs on this network are mostly about education, exploration, arts,
science, learning English, motivation and Mathematics.
The main question is to know whether this program that represent as an interactive
learning medium really help people in improving their English? It is undeniable that “Oh,
My English!” has become a hype in Malaysia. According to Alkan (1999), every person
needs a different learning method so it is necessary to provide mass education for
individuals.
Television holds an important place in mass communication and has a significant role in
distance education with its specialty of position in the way of presentation and qualities
peculiar to itself (Alkan, 1999). As a developing country, this television show can really
help our society to improve their English language skills.
Therefore, in this research we would like to study the importance of the TV show “Oh,
My English!” as a tool in teaching English language in the scope of:
To identify the factors that attracts viewers to watch the show.

To analyse what makes “Oh, My English!” different from other television shows.
To study whether the content give impacts to viewers.
RATIONALE AND SIGNIFICANCE
The rationale of this study is that the researchers need to understand the effect on learning
English through television show and how efficient it is to help in boosting the level of
English proficiency among viewers.
After collecting feedbacks from selected viewers regarding their English language
proficiency and understanding, it is most appropriate that the next step would be trying to
create a more dynamic, interactive and comprehensive educational television show.
In addition to that, the researchers would like to further explore the reason why the show
is widely accepted by students especially and also why the English lesson carried out in
the show can be easily accepted by them. The researchers would also to like to uncover
the elements of the show that make viewers want to practice English in their daily lives.
The significance of this study is that it could be beneficial for the Ministry of Education
Malaysia. They can use this research as a guideline in discovering the most effective
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method in teaching students. This research will also be able to accentuate the importance
of the English subject in today’s world.
Aside for people in the educational field, another party that could benefit from this study
is the public who are keen to improve their English language skills. Students ranging
from kindergartens to tertiary studies institutions can gain a lot from this research. It is
important to realize that being able to speak and write in English is regard as a valuable
skill and hopefully through this study better ideas can be generated to help improve the
level of English proficiency in our country.
Besides that, the broadcasting industry also could benefit from this research, as it would
help to create more comprehensive education shows for the public. Instead of focusing
solely on textbooks and classroom activities, this research will stress on the importance of
education outside the classroom and how it can nurture the students and public minds.
Literature Review
The Role of Television
Television can be a powerful entertainment and education tool for children given the
right programming. According to Boyse (2010), television can be entertaining and
educational, and can open up new worlds for kids, giving them a chance to travel the
globe, learn about different cultures, and gain exposure to ideas they may never
encounter in their own community. She also added that TV viewing starts earlier than
other forms of media often beginning before age two. In recent years, TV, video and
DVD programs geared to babies and toddlers have come on the market and now even a
cable channel for babies.
Education through Television
Television programs provide students with realistic conversation and dialogues, which
aid listening skills by offering a diverse range of accents for the students to hear. Another
advantage is that the majority of TV programs use relatively simple language; otherwise
they provide the viewers with a clear explanation.
According to the Study Mode (1999), Television is now being used more in school
because it is proven that students remember and comprehend better than from a regular
class lecture. Television has always been good for spreading the news of current world
events but it is now being used for more educational and informational documentaries.
Television is becoming more and more an educational essential for children.
Teaching English through Television
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Tafani (2009) stated that television enable teachers to meet various needs and interests of
their students. They also provide students with a lot of language practice through
activities using television and tasks which develop reading, writing, speaking and
listening skills. They entertain students and encourage reading English in general, both
inside and outside the classroom, promoting extensive reading by giving the students the
confidence, the motivation and the ability to continue their reading outside the classroom.
ĐỖ Thi Lan Anh (2010) states that watching television motivates learners in learning
English as it helps to maintain learners’ interest while learning English. When watching
videos, students would not aware that they are learning so they feel free from pressure
and stressful situation in traditional language classes. Television enables the learners to
listen to the native speakers with standard pronunciation, accent, intonation and stress. At
the same time, students will achieve new words as well as their correct use.
The Importance of Media Technology and Education
With respect to technology, people want to know whether various new technologies are
more effective for teaching and learning than more traditional classroom approaches,
whether some technologies are more motivating than others, or at the very least, whether
technologies can be used to increase access or reduce costs within education. (Thomas C.
Reeves, 1998)
The roles of English Language in Malaysia
On the basis of the historical survey on the development of English in Asian countries,
the roles of English language education in Asian countries can be defined into three
categories:
The first role is to recognize the importance of NNS (Non-Native speakers) interactions
in communicating through English. The second one is to emphasize the bi-directionality
in communicating among NS (Native speakers) and NNS (Non-Native speakers) in
globalized world. The third one is to acknowledge the effectiveness of NNS teachers in
teaching English in Malaysia and cultivate good NNESTs (Non-Native English-Speaking
Teachers) who are well qualified for teaching English in Malaysia. (Bok-Myung Chang,
2010)
Social Learning Theory
Social learning theory has been said as the most influential theory of learning and
development. Social learning theory is also known as observational learning or modeling.
Social learning theory can be explain as people learn new information and behaviors by
watching other people. (Kendra, n.d)
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Social learning theory was originally developed by Albert Bandura with his famous Bobo
doll experiment. According to Bandura (1977), most human behavior is learned
observationally through modeling, in which is from observing other people and form an
idea of how new behavior are performed, the coded information would serve as a guide
for action in later act. Therefore, we are using this theory to investigate whether “Oh, My
English!” give positive impacts or influence to the audience.
Methodology
Research Design
The function of research design is to ensure that the evidence obtained enable us to
answer the initial question as unambigiously as possible (New York University, n.d). As
in this research, it is a case study design. A case study design is an in-depth study of a
particular research problem rather than a numerical statistic survey (Springshare, 2014).
In this case, a very broad field of research is narrowed down into one research example.
From Media and Education field of research to a specific research design based on a
television show as a tool in teaching English: A case study of television show “Oh, My
English!”.

The primary research will be used to help in the completion of this report is in-depth
interview and library research. In order to gather information about the research, related
articles, periodicals and journals from online database will be used. The researcher
generate or bring together information that has been systematically observed, recorded,
organized, categorized, or defined in such a way that logical processing and inferences
may occur. So, through the data collection this topic can be going into deeper.
Unit of Analysis
Trochim (2008) claimed that unit of analysis is the most important part in a research
project. “The analysis that you do in your study determines what the unit is”. Units of
analysis have no limit on the subject that will be used on the research. In this research,
unit of analysis is based on the television show “Oh, My English!” An interview was
conducted with six targeted participants. The informants of the interview range from
different backgrounds of professions which are Astro’s associate, lecturer and students.
Sample
The sample comes from non-probability sampling. According to Palys (2008) purposive
sampling is synonymous with qualitative research. Subjects in the sampling are selected
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because of some characteristic, in which is the sample has to be tied to the objectives of
the research. Researchers chose the sample based on their own knowledge of the
informants.
In-depth Interview
The in-depth interview is a qualitative method of analysis. According to Megafon (2012),

in-depth interview proceeds as a confidential and secure conversation between an
interviewer and an informant. For the interview, the researcher will ask six informants
regarding this topic as below:
Thematic Analysis
According to Braun and Clarke (2006), thematic analysis is a qualitative analytic method
for identifying, analyzing and reporting patterns (themes) within data. The collected data
will be review and sort into categories. Thematic analysis helps researchers to develop
the collected data into pattern and themes development.
All the data collected will be analyzed and group together to come up with a conclusion
and answers to the research question based on theme analysis method.
This analysis is based on the in-depth interview from six informants in requirement to
meet the three research objectives which have been listed below.
Objective 1: To identify the factors that attracts viewers to watch the show.
From the students’ point of view, they identified the special casts (guests), the casts and
the techniques/format shows are the factors that attract viewers to watch “Oh, My
English!” According to Nur Liyana, the cast and the guests are the main factors that
attract viewers to watch the program, whereas the techniques/format shows used were
highlighted and explained on common mistakes made by the casts in using simple
English language. Hafiza said aside from the guests, the show itself is the factor that
attracts viewers to watch it as the techniques applied in the show explained the common
mistakes made when communicating in English and makes it easier for viewers to
understand.
Ameira agreed that the cast, the guests and the sense of humours in the show help in
attracting more viewers. She also agreed that the techniques/format shows used to correct
the mistakes made when conversing in English helps viewers to understand easily.
According to Dhiya, aside from the guests, viewers who are willing to learn will be
attracted to watch the show that has comedic values and the delivery technique applied
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helps viewers to learn even through the jokes and enjoy at the same time.
According to Ariff Imran, an English lecturer and Hilmi Ramlan, the Astro’s associate,
the fact that the show addresses real life phrases or words use in daily life is relatable to
viewers such as students in the real high school setting. Ariff Imran added, the factors
that attract the viewers to watch this show is the uses of target phrases or the corrected
forms being flash on the screen that make it easier for them to understand. However,
Hilmi said that the show can be used as a platform and as a stepping stones for them to
learn English and encourage people especially from the rural areas to have more
confidence in communicating English language.
Objective 2: To analyze what makes “Oh, My English!” different from other

television shows.
The students all agreed that the show is suitable for people from different backgrounds.
Nur Liyana said that the usage of Manglish in the show able to help viewers for better
understanding as it is proven that her cousin has improved by watching the show
frequently. According to Hafiza, the usage of Bahasa Melayu helps viewers who are not
fluent in English to understand better. However, it depends on the individual’s effort in
improving their language proficiency.
Ameira said personally she does not think that the usage of Bahasa Melayu is a big deal
as the casts do not entirely use the language throughout the show. However, it depends on
how people accept the usage of Bahasa Melayu in the show whether it helps or not.
People with low English proficiency said that the usage of Bahasa Melayu does help in
explaining common mistakes when conversing in English. Dhiya agreed that the usage of
Bahasa Melayu helps viewers in terms of better understanding and those with low
English proficiency can learn in a fun and easier way.
According to Ariff Imran, what makes “Oh, My English!” different from other television
shows are the usage of intelligent kind of humors and the title of the show that has
become a popular tagline among Malaysians. Hilmi Ramlan stated that the two way
conversation, learning themes implementation for every episode and guideline given by
British Council are the essential elements that make “Oh, My English!” different from
others. He also added that developing the script is the difficult process because it requires
writers that are familiar and expert in the English language.
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Objective 3: To study whether the content give impacts to viewers.
Nur Liyana stated that she is able to identified her mistakes and correct it by using the
right grammar when using English language. According to Hafiza, the show is impactful
on viewers because they get to learn new things every week. In addition, Ameira admit
that there are improvements when she tries to communicate in English. Besides that,
Dhiya agreed that the show does helps her brother becomes better in speaking and help
her in recognizing unfamiliar words.
Ariff Imran on the other hand said that the content of the show is impactful and it affects
the viewers because the show is being taken seriously by them. Hilmi Ramlan said that
“Oh, My English!” has built up to be a Malaysian trend and affect them in so many ways
as it has become a hype in this country.
CONCLUSION
In summary, “Oh, My English!” has proven to be a successful teaching tool in learning

English language. The elements that are associated within the show itself have become
the reason why this interactive learning experience is enjoyable and acceptable for
everyone with different backgrounds. The facts that the production is acknowledged by
the Ministry of Education and cooperated with British Council have proved that the show
is a reliable source in learning English language. Hopefully it will reduce the number of
people with low English proficiency in Malaysia. Finally, this revolution that has become
a national impact can continue to inspire other production house in creating more
interactive educational television shows.
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THE IMPORTANCE OF BAHASA MELAYU AS AN EDUCATIONAL MEDIUM

THROUGH PELITA BAHASA MAGAZINE
Che Nur Amirah Che Abd Rahim, Nurul Ashikin Abdul Halim, Nur Liyanah Md Desa,
Siti Aishah Abdullah, Amirrul Rabbani Rashid, Muhammad Riadz Akmal Rusdani &
Muhammad Marzuqi Mazlan & Dzaa Imma Abd Latiff
This study investigates the importance of Bahasa Melayu as an educational medium

through a magazine named Pelita Bahasa. This research revolves around the use of Pelita
Bahasa as a tool to boost the usage of Bahasa Melayu especially to students, teachers and
other organizations especially, private sectors. Through this medium, readers can learn
and practice Bahasa Melayu correctly in their daily lives. However, there are people who
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use a Malaysian version of English called Manglish words in their conversation.

Manglish has been widely used but there are not a lot of approaches or programs to stop
this practice. As a result, Bahasa Melayu as the national language of Malaysia has
increasingly become of a lower value and no longer respected. Therefore, this research
aims to understand the importance of Bahasa Melayu as an educational medium through
Pelita Bahasa. Besides, the objective of this research is to investigate whether the use of
Bahasa Melayu can be an effective tool for educational medium. As for the method, we
will conduct an in-depth interview based on purposive sampling. This paper is significant
to the Malaysian Ministry of Education, Institut Bahasa Melayu Malaysia (IBMM),
teachers and students towards building an excellent platform to seek information and
guidance about Bahasa Melayu.
Keywords – Bahasa Melayu, Pelita Bahasa, Magazine, education, importance
INTRODUCTION
Bahasa Melayu is a national language in Malaysia by Article 152 of the Constitution of

Malaysia, and became the sole official language in West Malaysia in 1968 and in East
Malaysia gradually from 1974. Bahasa Melayu has existed about 4500 years ago and in
order to ensure that language remains strong and original, various attempts have been
made by the Dewan Bahasa dan Pustaka (DBP, The Institute of Language and
Literature). DBP is a government body that is responsible in coordinating the correct and
standard Bahasa Melayu in Malaysia and Brunei. One of the tasks is from the magazine
publishing which is Pelita Bahasa. It is the only Malay language magazines in Malaysia.
Pelita Bahasa is published to boost the usage of Bahasa
Melayu among teachers, government servants, private sectors and students. In addition,
the magazine also provides an educational method for learning purpose especially for
students in primary and secondary school. Students can learn and practice Bahasa
Melayu by reading the content. This magazine is suitable for all types of ages and
background especially for those who want to gain information and have self-interest
about this language.
PROBLEM STATEMENT
According to DBP (2009), the use of bahasa rojak which mixes English and Malay
words has been allowed. Besides, bahasa rojak has been widely used but it seems that
there are no approaches to stop it. For example, both Bahasa Melayu and English are
infamously used in Malay television drama. This practice sometimes makes people (the
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audience) feel uncomfortable.
Bahasa Melayu as the official language of Malaysia has increasingly been marginalised
and no longer respected. The problem in bahasa rojak has been seen as very disturbing
especially among youth. Bahasa rojak will gradually erode and spoil the quality and
strength of Bahasa Melayu. In fact, the spelling and pronunciation also have been used
incorrectly. Sometimes, we do not realize that we do not always speak and pronounce
words and sentences in Bahasa Melayu correctly, especially those that we use daily.
As Malaysians, we should concentrate on how to learn Bahasa Melayu through Pelita

Bahasa as an educational medium because it is easier for us to gain knowledge about the
language itself. Moreover, the concern is that many Malaysians do not make a serious
effort to communicate with each other in Bahasa Melayu as well as through their writing.
Thus, this research is set to find out how important Bahasa Melayu can be as the medium
of education through Pelita Bahasa among youth in the scopes of:
Why people use Bahasa Melayu as an educational medium through Pelita Bahasa?
Does the usage of Bahasa Melayu as an educational medium is effective through Pelita
Bahasa?
Does Pelita Bahasa empower the use of Bahasa Melayu towards people?
Upon completion of this research, the Malaysian Ministry of Higher Education can
benefit from the information gained as they can develop and build excellent teaching and
learning system of Bahasa Melayu in Malaysia. This will help to improve and uphold the
usage of Bahasa Melayu in Malaysia. Other than that, this research can also be used by
Institut Bahasa Melayu Malaysia (IBMM) as they can use this research paper as a
platform to acquire information.
In addition, this research is able to give benefits to organizations, teachers and students as
reference. The proposed study serves the students as their guide in creating and
completing their research about Bahasa Melayu. Besides, the result of this research will
help them to have a deeper understanding about Bahasa Melayu. Mostly, this research
will be used when they want to do study about the national language.
LITERATURE REVIEW
The development of Bahasa Melayu
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After Malaya achieved its independence, Bahasa Melayu is growing when it was made
into the national language and should be written or used in any writing that has been
provided by the laws made by the constitution. With the existence of Dewan Bahasa &
Pustaka, Bahasa Melayu is growing because it is an organization which was established
to uphold the Bahasa Melayu. Next, after the development of this language in system
implementation Bahasa Melayu has been divided into two stages, which is the macro and
micro level (Azizah Kasim, Dy. Fatimah Awang Chuchu, Roslina Rahmat, S.
Arokiamary & Sarimah Hashim, 1985). According from Jeniri Amir (2007), Bahasa
Melayu has become a tool of communication, educational tools, administrative tools and
tool of expression in the life of the diverse communities in Sarawak, especially among
the younger generation. Now the Bahasa Melayu more different in the decade and the
early 70s and it was have also strengthened its position.
The Role of Bahasa Melayu
As a small country, Malaysia had various education streams, whether at the school or
tertiary level and this diversity must be prevented from becoming a divisive factor.
Therefore, every educational institution is responsible for ensuring that the one nation
and one people spirit remain towards building a truly united and strong nation. Bahasa
Melayu is also known as the lingua franca. Tourism Minister Datuk Amar Abang Johari
Tun Openg said the Bahasa Melayu has strong potential to be developed in this region,
considering that it is a grassroots language mostly used in countries similar to Malaysia.
Bahasa Melayu has been used as a middle language among the people here and other
similar countries in this region for centuries in business, trade as well as acquiring
knowledge (Borneo Post Online, 2013).
The Usage of Bahasa Melayu in Educational Institution
Accordance with the National Education Policy contained in the Education Act 1996
objective Malay secondary school curriculum is to complete students with the language
and communication skills to meet the needs in the areas of education, employment, and
daily affairs (Malaysia, Ministry of Education). In addition, students will be able to speak
fluent and smooth about subject and can expressed feelings, experiences, opinions and
knowledge through writing. Students can also use the Bahasa Melayu as a tool to express
their thoughts through brilliant logical arguments, critical and analytical.
Bahasa Melayu in Media Sector
Bahasa Melayu is being used in publishing any books or periodical publishing to convey
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any information to readers. The usage of this language is better in a book rather than
periodical publishing such as a weekly magazine and newspaper especially on spelling,
term and sentence arrangement (Jawatankuasa Mengkaji Penggunaan Bahasa Malaysia,
1981). Through the electronic media, the electronic and digital media refer to the radio,
television, cable or satellite, and telecommunications (telephone) industries- as well as
their Internet sites and other digital platforms, including social media (Albarran, 2013). In
Malaysia, television and computer (internet) are most influential media to people (Kamal,
2007). Since the year 1957, Bahasa Melayu been declare as the national language for
Malaya and after that on year 1967 it’s become the national language of Malaysia (Abdul
& Amat, 2006). Due to that reason, most of local media use Bahasa Melayu as their
medium in local electronic media.
The Role of Pelita Bahasa
Pelita Bahasa play an integral part in updated the structure of the classical Bahasa
Melayu and became the source for the Bahasa Melayu that is in use today. The most
significant change was in grammar, from the classical passive form to the modern active
form. Pelita Bahasa also responsible to produce a book that can serve as a guideline to
those who want a better understanding of the Bahasa Melayu itself and thus expand their
knowledge about the use of the language. Pelita Bahasa also serve as a medium of
Bahasa Melayu that has been used in many fields, including law, engineering, science
and technology, economics, banking, insurance and many more. Pelita Bahasa also
responsible to produce a book that can serve as a guideline to those who want a better
understanding of the Bahasa Melayu itself and thus expand their knowledge about the use
of this language (Ismail, 1984).
Uses and Gratifications Theory
Uses and Gratifications theory usually used to explain the uses and functions of the media
for individuals, groups and society in general. This theory was introduced and developed
by Jay G. Blumler, Elihu Katz’s and Michael Gurevitch. Uses and gratifications theory
have three objectives. First, is to explain how individuals use mass communications to
satisfy their needs. It is relate with this research paper as readers use Pelita Bahasa to
boost their understanding in Bahasa Melayu. Second is to discover prominent motives for
individuals to use the media. Readers need to know the reason and purpose of using the
magazine. Lastly, it is to identify the positive and negative effects to individual in using
media. Although they use the Pelita Bahasa as an educational medium, they also need to
find out the outcome of using this magazine (University of Twente, 2013).
This theory can be used in this research paper as readers use Pelita Bahasa to acquire
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knowledge and information. However, some of the readers have intellectual needs to gain
knowledge from this magazine which is not common for all because each of the readers
has their own needs and satisfactions.
METHODOLOGY
This research uses qualitative method in order to obtain a quality research. In this
research, the unit of analysis is Bahasa Melayu. The researchers use purposive sampling
or also known as judgmental sampling. It is appropriate for the researchers to select the
sample on the basis of their own knowledge of the population, its elements and also the
nature of this research. Purposive sampling is the best in enabling the researchers to
answer the research questions.
In order to complete the research, the researchers have conducted an in-depth interview
with the informants. In-depth interviews are interviews that are conducted on a one-on-
one basis together with a sample of the informants. The interviews have been conducted
through face-to-face and the duration was about 40 minutes for each informant. The
questions asked were structured questions as the researchers seek for opinions,
viewpoints and identify their perspectives towards the topic of the research in details.
Lastly, all the interview sessions were recorded as proof and reference for the findings.
In this research, researchers use thematic analysis which is also known as theme analysis
as a specific presentation of qualitative data. This qualitative data may take the form of
interview transcripts collected from research partners or other identified texts that reflect
experientially on the topic of the research. All the data have been collected from the
interview and has been analysed, so that the objectives of the research are met and
appropriate in answering the research questions. The answers were the grouped together
to obtain conclusion based on theme analysis’ method. Researchers use thematic analysis
because it suits the questions related to people’s experiences or people’s views and
perceptions.
FINDINGS & ANALYSIS

RQ 1: What are the causes that interest the readers to read the Pelita Bahasa as a
medium of learning?
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I: Information that has been highlighted in this magazine gives useful knowledge or
lessons.
Through this research, the researchers have found that the magazine is scientific in nature
and highly beneficial. In addition, it is also suitable to be used as reference. According to
Madam Azleenda, she mentioned that:
“Maklumat-maklumat dalam majalah ini terdiri dalam bentuk naskhah atau

makalah yang ilmiah. Majalah ini bersifat ilmiah dan sangat memberi ilmu yang
bermanfaat. Majalah ini bukan sahaja dijadikan rujukan untuk pelajar sekolah,
malah guru sekolah juga.”
Besides, the magazine is responsible in giving information in simpler manners from

many aspects. Students can use this magazine for education especially to improve their
grammar in Bahasa Melayu. Pelita Bahasa is really helpful in explaining language issues
and giving knowledge to the readers. Other than that, the topics in the Pelita Bahasa are
highly useful so that the readers will be more interested to read it. This magazine is very
educational because it contains useful references. According to Zulaiha, she mentioned
that:
“Info dalam majalah ini banyak memberi ilmu dan pembelajaran yang
bermaanfaat kerana ia mengandungi banyak benda dalam ini, ada juga rujukan
untuk bahasa melayu, rencana, dan berita yang berguna.”
II: This magazine has touched and highlighted matters that are related to the education
syllabus.
Through this research, the researchers have found that this magazine touches on matters
related to education syllabus especially about grammar issues and literature texts.
According to Madam Azleenda, she mentioned that:
“Majalah Pelita Bahasa ini sangat menyentuh perkara-perkara yang berkaitan

dengan silibus pendidikan negara. Dalam dua perkara utama tadi tentang
Cemerlang Bahasa iaitu isu tatabahasa yang memang diajar secara berjadual di
sekolah. Begitu juga dengan Sastera Bahasa iaitu melibatkan teks komsas yang
diterbitkan oleh Dewan Bahasa tetapi utamanya dari pihak kementerian.”
This magazine is consistent with the Dewan Bahasa Dan Pustaka’s ordinance. Besides
that, this magazine is very relevant to the education syllabus. Pelita Bahasa touches on
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issues related to the education syllabus as the purpose of this magazine is to disseminate
information and knowledge. According to Amir, he mentioned that:
“Ya, ada. Sebagai contoh, ada ruangan Kosa Kata. Pengarang ada meletakkan
beberapa contoh perkataan dan definisi perkataan tersebut. Ini dapat dikaitkan
dengan pelajaran dan pengajaran mata pelajaran Bahasa Melayu di mana ada
menekankan aspek tatabahasa.”
Other than that, this magazine also touches on the education syllabus and it also gives
deeper explanations.
III: This magazine is not only conducive for learning.
Through this research, the researchers have found that this magazine is not only for
learning but it is also conducive for them to get better understanding and knowledge in
Bahasa Melayu. According to Madam Azleenda, she mentioned that:
“Bukan untuk pembelajaran sahaja, malah mereka yang ingin meningkatkan

kefahaman dan pengetahuan dalam Bahasa Melayu juga boleh membaca
Majalah Pelita Bahasa ini.”
Besides that, this magazine is not only used for education but it also provides
entertainment and knowledge in an educational way. Pelita Bahasa can be used as
reference sources and it is not only for education. According to Mr. Harith, he mentioned
that:
“Tidak semestinya terutama kalau kita nak mendapatkan maklumat tentang

bahasa, isu pendidikan ataupun berkenaan dengan apa-apa sahaja yang
berkaitan dengan isu-isu bahasa ataupun yang berkaitan sudah pasti kita boleh
jadikan sebagai sumber maklumat dan tidak semestinya untuk tujuan
pembelajaran sahaja. Hal ini kerana majalah seperti ini juga tujuannya ilmiah
iaitu untuk menyampaikan ilmu dan sebagainya.”
Other than that, it can also be used as sources or references for university and secondary
students as well as the public for them to use in carrying out their research. This
magazine can be used as reference especially to know more about Bahasa Melayu.
RQ 2: Is the use of Bahasa Melayu as a medium of learning effective through the

Pelita Bahasa?
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I: Readers can use this magazine as a reference in improving their use of Bahasa Melayu.
Through this research, the researchers have found that students can apply the information
in this magazine to improve their language skills especially in writing essays. According
to Madam Azleenda, she mentioned that:
“Pelajar-pelajar boleh mengaplikasikan maklumat dalam majalah ini ke dalam
penulisan karangan, berpidato dan sebagainya di mana ia boleh membaiki
penggunaan Bahasa Melayu.”
This magazine contains a lot of information such as word function, pronouns and others.
Besides, it also helps in improving sentence structure, grammar and increasing
vocabulary in Bahasa Melayu. This magazine is scientific in nature and it is very suitable
for reference purposes because it contains many interesting uses of language, techniques
to expand essay
points, proverbs and others. According to Amir, he mentioned that:
“Ya, kerana dalam majalah ini ada berbagai-bagai penggunaan bahasa yang
menarik, teknik-teknik untuk mengembangkan isi karangan, peribahasa dan
banyak lagi.”
II: The columns in this magazine can increase the understanding in order to master
Bahasa Melayu.
Through this research, the columns in this magazine focus on mastery and give simple
information in improving the usage of Bahasa Melayu. According to Madam Azleenda,
she mentioned that:
“Ruangan ‘Cemerlang Bahasa’ sememangnya fokus untuk penguasaan Bahasa

Melayu. Ruangan menambah kefahaman itu ada tetapi bersifat permainan bahasa
yang ada dalam setiap keluaran majalah Pelita Bahasa. Ruangan-ruangan inilah
yang boleh menambah kefahaman kepada pembaca. Tambahan pula, pembaca
yang terdiri daripada kalangan yang bukan Melayu, maklumat-maklumat yang
ringkas sebegini sangat membantu dalam meningkatkan penggunaan Bahasa
Melayu.”
In order to master this language, people especially students must read using the language
itself. There are special columns in Pelita Bahasa that help readers to know their
mistakes and also to know about the idioms and their meanings. For example, in short
story, a few terminologies are used to help readers in gaining knowledge and to improve
their Bahasa Melayu. The columns in this magazine also give information and discuss
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about many issues especially in order to master it.
III: Bahasa Melayu used in this magazine reaches the standard of education in Malaysia.
Through this research, the magazine is of the ministry standard and it is one of the
magazines that hold a standard level. According to Madam Azleenda, she mentioned
that:
“Majalah ini salah satunya merupakan standard kementerian. Majalah ini salah
satunya yang memegang aras standard itu. Tidak menggunakan laras-laras
bahasa pasar dan juga diangkat sebagai majalah yang boleh digunakan dalam
kelas.”
This magazine also uses language experts as their columnists, so it is obvious that this
magazine reaches the educational standard. According to Miss Huda, she mentioned that:
“Pelita Bahasa menggunakan orang-orang yang berpengetahuan luas sebagai

penulis dalam majalah mereka. Jadi, Bahasa Melayu yang digunakan dalam
majalah ini memang mencapai standard pendidikan. Majalah ini juga sesuai
untuk pelajar di UiTM ini sendiri terutama yang mengambil subjek BBM dimana
majalah ini membantu untuk mendapatkan idea terutama dalam penulisan
karangan.”
It has a lot of information about Bahasa Melayu that is rarely known. It also reaches the
educational standard as the use of the language can be understood by readers and
language it uses is suitable for students.
IV: By reading this magazine, it can lead to the use of Bahasa Melayu in society getting
better.
Through this research, it is found that Pelita Bahasa is really helpful and does lead to
improvement through the guidelines and methods provided. According to Madam
Azleenda, she mentioned that:
“Majalah ini sangat membantu dalam menambah baik penggunaan Bahasa

Melayu melalui panduan dan kaedah penggunaan yang disediakan kepada
pelajar kerana majalah ini memberi panduan terutama sekali dalam penggunaan
imbuhan,kata ganti nama diri.”
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This magazine helps the use of Bahasa Melayu in society improve if the readers apply the
knowledge. It helps in the use of sentence, grammar and vocabulary. There is no mixed
language that is used in this magazine. According to Miss Huda, she mentioned that:
“Ya. Ia membantu terutamanya melalui ayat, tatabahasa, dan perbendaharaan

kata. Tiada percampuran atau rojak. Teks yang juga digunakan adalah untuk
membantu dalam penambah baikan bahasa Melayu dalam masyarakat.”
It can give knowledge to the readers especially students and society. The column in this
magazine also helps in improving the use of Bahasa Melayu in the society.
RQ 3: Does Pelita Bahasa empower the use of Bahasa Melayu toward people?
I: This magazine can improve the image of Bahasa Melayu as the national language of
Malaysia.
Through this research, it is found that Pelita Bahasa is responsible in increasing the use
of Bahasa Melayu and to give awareness to the public about the usage of Bahasa Melayu.
According to Madam Azleenda, she mentioned that:
“Merupakan salah satu tanggungjawab oleh majalah Pelita Bahasa kerana

majalah ini menggunakan medium bahasa Melayu. sememangnya tujuan dan
hasrat utama yang dirancang untuk menyedarkan masyarakat tentang
penggunaan Bahasa Melayu. Majalah ini antara penyumbang yang dapat
menaikkan imej bahasa Melayu berbanding majalah-majalah yang lain.”
This magazine really helps in mastering the usage of Bahasa Melayu. So, this magazine
can uphold the usage of Bahasa Melayu. According to Miss Huda, she mentioned that:
“Ya. Sebab Pelita Bahasa merupakan salah satu majalah yang diterbitkan oleh
Dewan Bahasa Dan Pustaka. Dan sememangnya Dewan Bahasa Dan Pustaka
merupakan satu badan yang memartabatkan Bahasa Melayu. Jadi, melalui
majalah ini ia memang dapat menaikkan imej bahasa melayu. Masyarakat luar
juga boleh menggunakan majalah ini.”
By reading this magazine, the image of the language will increase and it ultimately
reflects on the individuals who use the Bahasa Melayu. It also helps in nurturing the
image of Bahasa Melayu which can be used by all races in Malaysia.
CONCLUSION
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As for the conclusion, it can be stated that Bahasa Melayu is not only used in daily
conversations or in official businesses but also used as a medium to convey information
and as an official medium in education. Pelita Bahasa is the perfect example of a
medium conveying information about Bahasa Melayu and exposing this language to
readers through this magazine. Besides, Pelita Bahasa is one of the oldest magazines that
are still circulating since March 1989. It is hoped that this research will impact students,
the society and the media industry in Malaysia. Through the use of Pelita Bahasa in
education, local students in schools, colleges or universities will develop the
understanding of Bahasa Melayu. Other than that, the society will also appreciate and
express love towards their own language especially Bahasa Melayu. Having said all that,
the media also needs to play its role by creating awareness about the importance of
Bahasa Melayu. These combined efforts from all parties involved will be absolutely vital
in ensuring that the language remains relevant, respected and preserved by all Malaysians
in many more years to come.
REFERENCES
Abdul, R. M., & Amat, J. M. (2006). Sejarah Bahasa Melayu. Kuala Lumpur: Utusan
Publication
& Distributors.
Albarran, A. B. (2013). Management of Electronic and Digital Media (5th ed.). Boston:
Wadsworth, Cengage Learning.
Azizah Kasim, Dy. Fatimah Awang Chuchu, Roslina Rahmat, S. Arokiamary dan
Sarimah
Hashim. (1985). Perkembangan Bahasa Melayu: Tinjauan terhadap
penggunaanya dalam pelbagai bidang dan sector di Negara ini selepas
kemerdekaan.
Borneo Post Online. (2013). Abang Johari: Develop Bahasa Melayu as regional lingua
franca.
Retrieved November 9, 2013, from
http://www.theborneopost.com/2013/02/18/abg-johari-develop-bahasa-melayu-as-
regional-lingua-franca/
Borneo Post Online. (2013). Role of Bahasa Melayu often misunderstood and politised,
says Dr.
Nazrin. Retrieved June 25, 2013, from
http://www.theborneopost.com/2013/06/25/role-of-bahasa-melayu-often-
misunderstood-and-politicised-says-dr-nazrin/
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Dewan Bahasa dan Pustaka. (2009). Bahasa rojak dikhuatiri kikis ketulenan Bahasa
Melayu.
Retrieved December 4, 2013, from
http://dbp.gov.my/lamandbp/main.php?Content=articles&ArticleID=798
Ismail Hussein. (1984). Sejarah pertumbuhan bahasa kebangsaan kita. Kuala Lumpur:
Dewan
Bahasa dan Pustaka.
Jawatankuasa Mengkaji Penggunaan Bahasa Malaysia. (1981). Laporan Jawatankuasa

Mengkaji Penggunaan Bahasa Malaysia. Kuala Lumpur: Dewan Bahasa dan
Pustaka.
Kamal, S. A. (2007). Bahasa Melayu: apa sudah jadi? Kuala Lumpur: PTS Professional
Publishing.
Malaysia, Ministry of Educational;. (n.d.). Sukatan Pelajaran : Bahasa Melayu.
University of Twente. (2013). Uses and Gratifications Approach. Retrieved December

17, 2013
From
http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Medi
a/
Uses_and_Gratifications_Approach/
THE SIGNIFICANCE OF LEARNING AND ACKNOWLEDGING JAWI

THROUGH UTUSAN MELAYU MINGGUAN TOWARDS YOUNG ADULTS
Siti Aisyah binti Rosli, Nabilah binti Mohd Zubir, Nurul Ezany Hanim binti Hussin,
Nurul Izzati binti Kamarul Ariff, Norliyana Sukma binti Zaharudin, Muhammad Ridhwan
Hanif bin Roslan & Dzaa Imma Abd Latiff
Jawi is Arabic writing letters used in the Malay Archipelago or Malay writing in the
Arabic alphabet. Jawi script is widely used since early 15th century for the purpose of
royal correspondence, poetry and major communication method among merchants in the
port of Malacca. Unfortunately, the use of Jawi writing in Malaysia now seems to suffer
from "the age of extinction". Utusan Melayu Mingguan is the newspaper that using Jawi
spelling to convey the information. It is written in Jawi, published once a week and be
pullout in Utusan Malaysia since January 4, 2003. Effort to publish it in the form of
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weekly is not only for business but as a social service to the community as to make Jawi
continue to exist in this country. The objective for this research is to investigate factors of
young adults not eager to learn and acknowledge Jawi, the impact of Jawi extinction as
well as to encourage them to learn and appreciate Jawi through Utusan Melayu
Mingguan. Jawi has been forgotten as this millennium year approach. People mostly like
to use Roman script or alphabets in education purposes. Thus, many young adults
nowadays do not know how to read and write Jawi fluently. This can cause death of Jawi
when there is no continuity by younger generations. An in-depth interview is used for the
research. This research is significant to Ministry Education Malaysia, Ministry of
Tourism and Culture, non government organisation, media industry and also students.
Keywords: Jawi, Utusan Melayu Mingguan, young adults, learning, acknowledge,

significance
INTRODUCTION
According to Prof Abd Jalil Borham (2012), Jawi is Arabic writing letters used in the
Malay Archipelago or Malay writing in the Arabic alphabet. The word comes from the
Arabic autobiographical and called Yawi in Pattani, it is an adapted Arabic alphabet for
writing the Malay language. These words are adjectives for Arabic noun "Jawah" and
when used adjective "Jawah" became "Jawi". If explored, "Jawi" is synonymous with
some key elements which is Jawi race, Jawi language and Jawi writing which means
each of the Malays, the Malays race, Malay language and Jawi script itself. (Niswa
Noralina Abdullah, 2013), stated that Salim Md Zain said that unfortunately, the use of
Jawi writing in Malaysia now seems to suffer from "the age of extinction". Most of our
new generation fail to master the Malay Jawi script .The failure to master the Jawi
writing and Jawi reading skills in younger generation is no longer unusual scenario in our
Malay community, although it has been proven in the history of civilization that this type
of writing (Jawi is the particular cause of the progress of the nation state in the Malay
Archipelago. Utusan Melayu Mingguan is the newspaper that using Jawi spelling to
convey the informations .Utusan Melayu Mingguan written in Jawi published once a
week and be pullout in Utusan Malaysia began to meet the reader on January 4,
2003.(Zin Mahmud, 2013). Utusan Mingguan Melayu struggles not for Jawi but for
religion, race and country. Meanwhile, young adults are the people between the ages of
18 to 25 years old. They are the young generations that could help the country one day
with their skills and brains. Thus young adults could be college students at any student of
higher education, seeking full time employment, working full time, married, not yet
married, parents, single parents, divorced, widow or widowers (Jarzembowski, 2012).
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PROBLEM STATEMENT
Jawi has been forgotten as this millennium year approach. According to Sahlizah, (2008),
as years goes by Jawi is being forgotten, when it is actually should be a cultural and royal
scripts. Today however, people mostly like to use Roman script or alphabet in their daily
life including in education purpose. These days Roman script has been powering the
education system. Almost all schools in Malaysia use Roman script as reading material
and as the official writing system. As Malaysia is catching up to the level of developing
the education system with countries that use Roman writing style as a part of the
education system such as the United States and United Kingdom who already known of
their high level of education system, makes the education in Malaysia using the same
material. The usage of Roman script as reading material in the Malaysia education system
has made Jawi script left behind and been forgotten. As we know almost all reading
material and education text books in schools in Malaysia is written in Roman script. The
subject that related to the Islamic religion is the only textbook that is written in Jawi.
Thus, our new generation has lost interest in learning to read in Jawi script as they know
that Jawi script only use in one subject and the way of Jawi script is introduced to the
young generation is less attractive as they were ‘forced’ to learn it in Islamic religion
subject only in schools.
However, Sahlizah (2008) stated that according to Utusan Melayu Mingguan editor,
Mohd. Kamil, one of the causes of lack of empowering Jawi reading and writing is
because of one’s attitude. It has been predicted whether people have zero Jawi knowledge
or they have no interest to learn Jawi. Apart from that Roman script is also becoming the
internationally known and used for a long time. With such influenced of Roman script,
Jawi is getting more forgotten. Roman writing style is the official writing system use in
Malaysia. From working field to the education system, both of them used Roman script
as writing style. In fact some of our young generation does not know how to write and
read in Jawi. As Roman script is widely used by people around the world, all the writing
system is influenced by it.
Therefore, in this research, the researchers would like to study the significance of
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learning and acknowledging Jawi through Utusan Melayu Mingguan towards young
adults, in the scope of:
Why young adults nowadays are not keen to learn and acknowledge Jawi through Utusan
Melayu Mingguan?
What are the implications of extinction of Jawi in Utusan Melayu Mingguan towards
young adults?
How to encourage young adults to learn and appreciate Jawi in Utusan Melayu Mingguan
from extinction?
The outcomes of this research will help the Ministry Education Malaysia in order to
generate the new generation that acquainted with Jawi education. It is crucial for them to
imposed laws by providing more subjects that related with Jawi and requires all students
to learn Jawi in every school either in primary or secondary school. Other than that they
need to provide more courses that related with Jawi education whether in IPTA or IPTS.
The Ministry of Tourism and Culture also could benefit from this Jawi research because
it helps in attracting the tourist to come to this country in order to learn a new language if
majority of the Malaysian mastering in this language. The impact from this issue also will
help to increase in tourism sector where more tourists will come to Malaysia to know
more about one of this unique heritage as Jawi had been used since ancient times and
many historical artifacts also using Jawi script. All the rules and the guideline that had
been set up by the government will help all parties or agency to follow the laws and
regulation in Malaysia in terms of uniting the society, promoting values and others. It is
important because it can only be done through policies and laws from the government.
The media industry and education sector could benefit from this research. Since this
research is about Jawi, the education sector will find any initiative in order to expand the
knowledge about Jawi especially to students whether in school, IPTA or IPTS. It also can
be expand not only in schools but also in mosque or any learning institution. Other than
that, the publication agency could collaborate with media industry in order to publish and
spreading the knowledge about Jawi not only in newspaper, but also in books, magazine,
and any other effective medium whether in electronic media for example interactive web
or application or any other printed media. In terms of keeping the heritage in Jawi script,
the NGO parties could collaborate with the government parties in order to expose and
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promote all the unique and historical artifacts that using Jawi script element whether by
conducting an exhibition, or show it in the museum itself. This practice also will help in
attracting the tourist and at the same time promote our country to the worldwide.
LITERATURE REVIEWS
Overview of Utusan Melayu Mingguan
Utusan Melayu Mingguan is the newspaper that using Jawi spelling to convey the
informations. Utusan Melayu Mingguan written in Jawi published once a week and be
pullout in Utusan Malaysia began to meet the reader on January 4, 2003 (Zin Mahmud,
2013). Utusan Melayu Mingguan struggles not for Jawi but for religion, race and country.
Effort to publish it in the form of weekly is not only for business but as a social service to
the community. As Utusan Melayu Mingguan is not for business purpose, Utusan Melayu
gives it out for free. This effort is another great sacrifice of Utusan Melayu to make Jawi
continue to exist in this country. Utusan Melayu has a huge significance in the history of
the nation (Ku Seman Ku Hussain, 2003).
Overview of Jawi Education
Jawi writing was very important in the Islamic Education system in the Malay Peninsula
before the colonial period. The use of Jawi indeed was widespread during the period of
the Malacca Sultanate. It was used as the tool for the transmission of knowledge,
missionary work and written communication. The importance of Jawi in the Malay
society then was amplified when it was also used in the administration of the Sultanate.
However, the use of Jawi has not been emphasized in the post-colonial period by the
Ministry of Education ‘it is not fully used even in the Islamic Education subject’. Indeed,
Jawi has been sparingly used by the Islamic Education teachers in both the primary and
secondary schools. Hence, there is a lack of interest among Malay pupils to learn Jawi,
and consequently many of them today are unable to read and write in Jawi (Suhid, 2008)
Jawi Education in Malaysia
The use of Jawi scripts has been popular worldwide especially in a lot of learning
material and play an as an important medium to communicate with others especially in
Malay states since the ancient times. According to Bernama (2013), Prof Zakaria Stapa,
the lecturer of Universiti Kebangsaan Malaysia from Faculty of Islamic Studies, had said
that Jawi which is Malay Language in Arabic script is a treasure that lends identity to the
Malay People. Prof Dr Kang Kyoung Seok from the Pusan University of Foreign Studies
who is a Korean that expert in Jawi had stated that Malaysia has to educate the young
generation in the Jawi script because it is one of a kind asset in Malaysia (The Star, 2012)
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.Thus, Jawi Learning programmes, Quran, Arabic language and Fardu Ain (j-Qaf) classes
that had been conducted in primary schools must be extended to secondary schools in
order to increase and developed more expertise in Jawi (Zakaria, 2013).
The Importance of Jawi Education
Malay has used Jawi as writing system long time ago. This makes Jawi as the earliest
writing character in Malay. The arrival of Islam religion in Nusantara has linked with the
usage of the Jawi script in Malay as Jawi is the adoption of Arabic character. According
to Jawi and Malay Manuscript Tradition, Jawi is the adapted Arab-Persian script used
from the sixteenth century to the early twentieth century across Indonesia and the Malay
world.
According to Yunos (2007), with the coming of Islam, the Malays tried to use the pallava
or kawi characters to write about Islam. These were found to be unsuitable as they could
not properly pronounce the verses of the Quran and words of Hadith. The Malays
experimented with Arabic characters and, in the process, invented the Jawi script.
Additional letters had to be added in to the Arabic scripts to conform to the Malay
syllables. These included che, nge, pa, ge and nye.
Uses and Gratification Theory
According to Blumler and Katz’s (1974), uses and gratification theory suggest that media
users play an active and important role in choosing and using the media. This means,
media users seek out a media source that best fulfil the need of the users whether
individuals, groups and society in general. This theory estimates that the user also has
equivalent choices to satisfy their need. Moreover, there are three objectives in uses and
gratification theory development (Boer and S. Brennecke, 1999). First is to explain how
individuals use mass communication to fulfil their needs. Second is to undercover
underlying motives for individuals media use. Third is to identify the positive and the
negative implications of individual media use.
Methodology
Research Design
Qualitative research which also called field research, typically involves fieldwork in
which the researcher observes and records behaviour and events in their natural setting.
The researcher physically goes to the people, setting, or site in order to observe the
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subject as it normally and naturally occurs or behaves (Anderson, M.L. and Taylor, H.F.
(2009). In this research, the qualitative method is used because the researchers want to
know more the significance of learning Jawi through Utusan Melayu Mingguan among
young adults. Thus showing how the selected media spreads the importance of Jawi
among young adults and how young adults respond to it.

This research is using Jawi in Utusan Melayu Mingguan as its unit of analysis. Moreover,
the research is conducted by the researchers using in-depth interview to find more
answers regarding the research topic and questions as well as library research. So,
through the data collection method the information gained can be analyzed deeper. Thus,
in order to gather information about the research, related articles, books, online journals
and past research were also used.
Unit of Analysis
Unit of analysis is the most basic element of a scientific research project. According to
Baxter and Babbie (2003), there is basically no limitation on what or who the researcher
wants to study. It does not need to be individuals, groups, organizations or a social
artifact. Thus it is important to be specific and clear when choosing the unit of analysis to
avoid it straying away from main objective of the research. In this research, the unit of
analysis is Jawi in Utusan Melayu Mingguan.
Sample
Purposive sampling is the form of non-probability sampling. As stated by Baxter and

Babbie (2003), it is more rationale to choose a sample on the basis of the researcher’s
knowledge of the population, elements and the nature of the researcher’s research aim. It
is basically based on the researcher judgment and the purpose of the study. By using this
method, the question the researcher is interested in answering is the most crucial as the
question will decide the objectives on which the methodology will be based (Tongco,
2007)
For the data collection, seven (7) informants were selected from different background.
They are editor of Utusan Melayu Mingguan and six young adults who are students from
Universiti Teknologi Mara (UiTM) Alor Gajah, Melaka, Segamat, Johor and Arau, Perlis,
Limkokwing University, Malaysia Airline Training Centre, Subang Jaya, Selangor, and
Ranaco Education and Training Institute, Terengganu.
In-Depth Interview
In-depth or unstructured interviews are one of the main methods of data collection used
in qualitative research. According to Guion, Diehl and (2001), qualitative research allows
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the interviewer to deeply explore the interviewee and informants’ feelings and perception
on a subject. The results of in-depth interview which rich in background information; can
shape further questions relevant to the topic. The interviews were conducted with
structured questions. Moreover, the interviews were conducted personally and face to
face conversation within 30 minutes. The interviews were audio recorded and
transcribed. For the interview, the researchers asked seven informants regarding this topic
which as the following:
Thematic Analysis
In a simplest form, thematic analysis is a categorizing strategy for qualitative data.

Researchers review their collected data, make notes and started to sort the data into
categories. Thematic analysis helps the researchers to move their analysis from a broad
reading of the data towards discovering patterns and themes development. All the data
collected from the interviews and observation then were analyzed and group together to
come up with a conclusion and answers to the research questions based on theme analysis
method.
RQ 1: Why are young adults nowadays are not keen to learn and acknowledge Jawi
through Utusan Melayu Mingguan?
Young adults are lack of exposure on Jawi

Through this research, the researchers are able to find out that young adults nowadays are
lack of exposure on Jawi. Due to lack of Jawi materials nowadays, they have less
exposure on Jawi. Although Utusan Melayu Mingguan has came out in Jawi scripts, in
order to encourage people to learn and acknowledge it. However it is always depend on
the people themselves, whether they have interests or passions to learn and to know
further about Jawi. This can be seen nowadays that the young adults themselves might
not have interest to learn Jawi because the script is not widely used in education, in the
media, as well as in everyday life. Thus, discourage people to acknowledge it.
Jawi is not being emphasize and compulsory in school

Through this research, the researchers are able to find out that Jawi is not being made
emphasize and compulsory in school. Jawi education in Malaysia, were most likely
instilled in kindergartens and primary schools compare in secondary schools and
universities. Due to not being made emphasize and compulsory in the education sector,
young adults are lack of knowledge on Jawi. Although, some of young adults nowadays
have basic knowledge on Jawi, however some of them still cannot write and read the
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Jawi scripts fluently as it has been forgotten and they are not keen to practice to learn
Jawi in today’s world. Thus, make it difficult to find young Jawi experts.
Young adult are more exposed and interested to technology

Through this research, the researchers found out that the young adults nowadays are more
exposed to technology. Due to more exposure on technology, young adults today are
closer to it as they are many sophisticated gadgets and exciting applications and
numerous social media compare to have initiative to learn Jawi through newspapers or
books This can be also a turn around by making Jawi applications to encourage young
adults nowadays to learn Jawi. However it is always depends on oneself.
RQ2: What are the implications of extinction of Jawi in Utusan Melayu Mingguan
towards young adults?
Importance to learn Jawi

Through this research, the researchers found out that young adults still think that learning
Jawi is important due to Jawi is almost moving to its extinction phase. Thus, this shows
that there is still awareness among young adults out there about the importance to learn
Jawi. Due to this situation it can be concluded that young adults are still realise that Jawi
is important and they still have to learn it.
Lack of Jawi sources

Through this research, the researchers found out that due to lack of sources in Jawi by the
media and publishing companies has caused and leads to the extinction of Jawi. Due to
this matter, an effort to preserve the available Jawi materials as well as adding more Jawi
materials should be taken for the sake of Jawi in the future. This is to ensure the
continuity of Jawi materials so they can be enjoyed by everyone
The decrease of Jawi expert among young adults
Through this research, the researchers found out that that the number of Jawi expert
among young adults is decreases. This is because there are not many young adults
nowadays who are willing to explore more on Jawi due to lack of interest. Due to this
matter, it can cause extinction of Jawi in the future. So many ways should be done to
increase the Jawi experts among young adults by starting to instil the passions to learn
Jawi among them.
RQ3: How to encourage young adults to learn and appreciate Jawi in Utusan
Melayu Mingguan from extinction?
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Make Utusan Melayu Mingguan online

Through this research, the researchers found out that to encourage young adults to learn
and appreciate Jawi in Utusan Melayu Mingguan, is by making it to be online. Moreover,
due to increasing used in technology nowadays, young adults are more attracted to on the
go application. By implementing it to be online, it will definitely attract many young
adults to learn more about Jawi as Jawi scripts has been modernised. Thus, it can change
Jawi to a whole new level.
More Jawi workshops, exhibitions or competitions by the media should be organized

Through this research, the researchers found out that to encourage young adults to learn
and appreciate Jawi from extinction is by having more Jawi workshops, exhibitions and
competition. This is to attract more young adults to have interest on Jawi. With more
effort by certain parties to encourage young adults to learn Jawi, these ways will
definitely instil the passion to learn Jawi among them.
Interesting topics and articles make people appreciate more of Jawi

Through this research, the researchers can find out that many interesting topics and
articles should be put in Utusan Melayu Mingguan and the rest Jawi of materials. Thus
this could encourage young adults to learn more of Jawi in terms of reading and writing
it. So this way, extinction of Jawi can be avoided. Moreover these could create passions
for young adults to know and learn more about Jawi and at the same time to encourage
them to write articles in Jawi in the future.
CONCLUSION
In summary, Jawi is one of Malaysia’s heritage scripts that should be preserved and be
appreciates by everyone especially the young adults. This is because the mere extinction
of Jawi can be seen today as there were more usage of Bahasa Melayu and English in the
Malaysian education system, mass media and in everyday lives compare to the usage of
Jawi. Utusan Melayu Mingguan has played its important role in order to continue
preserving the legacy of the Jawi scripts. However, due to the lack of interest and lack of
initiatives of young people to learn Jawi, in terms of reading and writing it, has made
Jawi being forgotten. Thus, there should be many ways to be done to bring back the glory
of Jawi not only through and by Utusan Melayu Mingguan, but also by the government,
non-government organizations (NGO’s), the mass media’s and the young adults
themselves. So, Jawi can be learn and acknowledge by everyone.
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perjuangan-Utusan
THE UNDERSTANDING OF ENGLISH LANGUAGE PROGRAM ON ASTRO

TVIQ AS AN EDUCATIONAL TOOL IN EXAMINATION
Adam Firdauz Ahmad, Amirudin Saufi Mohd Sani, Darwin Mohd Arif, Muhamad Syafiq
Mohd Zai, Muhammad Zulkefli Sulaiman, Nur Madihah Zolkifli, Wann Nur Alieya
Ahmad Lotpi & Dzaa Imma Abd Latiff
This research paper is about the concern of understanding English Language subject on
Astro TVIQ as an educational tool in examination in order to find out whether this
programme can help students to achieve good result in English Language subject. English
education offers professional preparation for elementary, middle school and secondary
education students. Television can be another good way for English language learners to
learn new words and improve their overall English skills. Regardless of whether students
know some English or less English, television programs are resources for all ages.
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Basically, this research is conducted with the aim to analyse on how media helps students
score in English subject and identify the advantages of learning English Language
program through Astro TVIQ. Since the television is one of the main source of
information and education, it is important for students to take note how the program may
influence them. The significant of this study is to focus on Ministry of Communication
and Multimedia Malaysia which is the main preference for information to community or
public. The outcomes of this research will be useful to the students as they are the
majority of population that use the examination tutorial. As for the method, we will
conduct an in depth interview based on purposive sampling.
KEYWORDS: English, TVIQ, examination, school, impact
Introduction
The television has become such an integral part of homes in the modern world that it is
hard to imagine life without television. Television is also built to provide entertainment to
people of all ages. Not just for entertainment value, but TV is also a valuable resource for
advertising and different kinds of programming.
Television can command the attention of our eyes, ears, fears and dreams as can few
other sources. Despite the proliferation of competition from a variety of media, television
is still arguably the key storyteller in the contemporary industrialized world (Jonathan &
Amanda, 2012)
Television has been the main source of information for the public in general. There have
been consistent proofs that television is the most trusted informational medium by the
people internationally (Gunter, 2005)
There are several types of television in Malaysia. One of them is pay programming
television or referred as subscription -based television services, such as Astro. Astro is
the brand name of the Malaysian direct broadcast satellite (DBS) Pay TV service. It
transmits digital satellite television and radio to households in Malaysia & Brunei. The
name Astro is an acronym for All-Asian Satellite Television and Radio Operator.
Astro is owned and operated by Astro Television Network System Sdn Bhd, a wholly
owned subsidiary of Astro Malaysia Holdings Sdn Bhd that owned by Astro Holdings
Sdn Bhd It has operations at All Asia Broadcast Centre located in Bukit Jalil, Kuala
Lumpur, Malaysia and Measat in Cyberjaya.
Astro TVIQ is an Astro branded channel brought exclusively for Malaysians and
Indonesians who own Astro. This channel is free as it is grouped under the Astro Family
package. The viewership target is for children between the ages of four to 15.
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Programmes on this network are all based on education, exploration, arts, science,
learning English language, motivation and mathematics.
English language subject education offers professional preparation for elementary,

middle school and secondary education students. Television can be another good way for
English language learners to learn new words and improve their overall English language
skills. Of course, it is best when television is used in moderation, and when shows are
appropriate for young audiences.
Problem statement
UPSR results recently for English subject in SK, shows that the performance of the
overall decline of 0.06 points GPMP over the past year, with the percentage of candidates
who obtained Grade A decrease of 0.2 per cent, Grade ABC dropped by 2.9 percent while
Grade D and Grade E is increased by 3.0 percent from a year ago.
This study is derived from a major problem involving the students in learning English
language. It focuses on their inability to master and fully understand English language
grammar, writing and others. This problem actually faced by the students well in school,
college, or learning Institutions. There are many schools which has many students who
are found not able to master the English language even though they have been through
six years of learning in primary schools and five years in secondary school.
It has become common; children and teens do not like to do their revision, but would
prefer to spend time watching the programs at the television, especially when there is a
program of their interest. If parents are not strict with them, definitely they will continue
to stick in front of the television.
Television in fact, can be considered as an alternative medium of information and

knowledge resources. Researchers showed that on average, students were able to
remember as much as 50 percent when they see and hear from 10 to 20 percent when
they read.
There are many ways to learn English language, and one effective way to help people
learn it is to incorporate television into lessons. Regardless of whether students know
some English or no English, television programs are resources for all ages. Children may
learn English language by watching kids' programs with cartoon characters they admire;
adolescents and adults may learn English language from game shows, news programs and
even music videos with subtitles.
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The concern of the understanding of English subject on Astro TVIQ as an educational tool
in examination that is why this research is conducted, to find out whether the Astro TVIQ
programs can helps students to achieve good result in English subject in their
examinations. Therefore, in this research we would like to study the understanding of
English subject in Astro TVIQ as an educational tool in examination, in the scope of:
How Astro TVIQ helps students to improve English Language subject in examination?
What are the advantages about learning English Language subject on Astro TVIQ
program?
Rationale and Significance
The rational of this study is to understand the effectiveness TVIQ program in order to
make the student in Malaysia are more understand towards the English language and
literature. The effectiveness of watching television to study the subject English still can
be arguable whether the old style teaching are more effective than watching television or
the other way around.
Other than that, the researcher want to know what are the element used in educational
program in TVIQ that may make student understand more about the language and the
literature. What is the element that TVIQ used in order to get popularity and student’s
attention to make English is the subjects that are fun to watch and learn?
TVIQ is the first channel in Malaysia is based on all educational programs that have its
own follower and viewer. As a medium, TVIQ has impacts on its viewer and the
researcher want to know how big the impacts toward its viewer are whether it is positive
or negative.
The significant of study is focus on the Ministry of Broadcasting Malaysia which is the
main or as a play a big role in broadcast something information to community or public,
especially the students would benefit from this research, like it can make their company
from have a trouble by community’s banned if they do something that will unacceptable
to community or public.
On the other hands, the Astro TVIQ which is a deputy under government also took a job
in broadcasting information. This research also would benefit to them because by it also
they can know what the information that they can broadcast also the advertisement that
they should not broadcast in the television show.
The outcomes of this research will be useful to the students especially the teenagers as
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this research is related to the teenagers as they are the majority of population that use the
examination tutorial for examination. This research may be used as a reference in the
future for creating a new organized way in using the examination tutorial in Astro TVIQ.
Upon completion of this research about the examination tutorial helps in examination can
benefit on producers from the information gained by professional individuals and make
an improvement towards their brand’s information in order to help students to score more
in examination.
Literature Review
Television as an Education Tool
No one can deny the importance of television to most members of society. However, too
much TV can interfere with the child's valuable learning time. With intelligent planning,
television can be an asset in the learning process. Television also is a great tool in
educating older teenagers and adults. In remote villages or a nursing home in Australia, it
helps spread education to willing students. Television must be employed intelligently. If
we consciously make decisions to use television responsibly, then great things can be
accomplished (Hrymel, 2013).
Educational television is the use of television programs in the field of distance education.
Many children's television series are educational, ranging from dedicated learning
programs to those that indirectly teach the viewers. Some series are written to have a
specific moral behind every episode, often explained at the end by the character that
learned the lesson.
Examination of English Language Subject
There is no doubt that, the English is language of communication between the people
with different cultures. It is also the language of computers that help to communicate
with the people around the world through Internet technology and e-mail. People who
know English language can deal with the Internet, which is regard information and
communications revolution (Sadness, 2008). There are many reasons which contributed
to the rising of English spreading. For example, use it for communication between people
around the world, as well as, it is language of modern times. On other hand, English is
the language of science and technology.
Examinations are important but increase the stress level of students, this is further
compounded by parental and teachers expectations. Examinations are a necessary evil,
with examination fever, being a reality. Examinations confine teachers and students to the
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syllabus defined at the beginning of the year (A. Mazumdar, n.d.).
Social Learning Theory
This theory was originally introduced and developed by Albert Bandura and Robert Sears
as an attempt to get a “comprehensive explanation on human behaviour.” The social
learning theory is an effort to understand the behaviour, moral values, characteristics of
children, or young adults who are growing up, whether they are influenced by their
environment, the things that they saw, for instance on television. (Grusec, 1992)
Based on this social learning theory we know that human tend to mirror behaviours that
they observed. Since more people nowadays watches television compared to how it was
decades ago, it is possible for people to be influenced by what they saw on television.
This theory is suitable for this study. Students usually influenced by what they see and
hear. This theory also shows that students learn more easily with what has been revealed
to them through an interesting example of his method through television or reading
material interesting and easy to understand which can give a good result in examination.
METHODOLOGY
Research Design
The research is conducted based on scientific research that is qualitative research. Since
there are no survey and questionnaire involved, thus, quantitative research is not being
done in the study. Qualitative research is a form of systematic empirical inquiry into
meaning (Ospina, 2004). It is designed to reveal a target audience’s range of behaviour
and perception that fills it with reference to specific topics.
In this research, the qualitative method is best used because this paper studies depth
understanding about the broadcast media role and guidelines used to filter news before
airing to the mass. It involves discovering the viewers’ perception towards the message
delivered and how it affects and influences the viewers.
The researcher generated or bring together information that has been systematically
observed, recorded, organized, categorized, or defined in such a way that logical
processing and inferences may occur. So, through the data collection this topic can be
going into deeper. The primary research are used to help in the completion of this report
is in-depth interview and library research. In order to gather information about the
research, related articles, periodicals and journals from online database will be used.
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Unit of Analysis
Our unit of analysis consist of individuals because the study is more related to targeting
the individuals during in-depth interview session. An interview was conducted with eight
targeted participants. The informants of the interview range from different backgrounds
of professions such as students and teachers.
In this research, the unit of analysis is TVIQ, where we focused on the programme shown
on TVIQ, specifically on the English Language subject. The unit of analysis been chosen
in order to study the effectiveness of TVIQ in helping student to face their school
examination.
Sample
Our sample comes from non-probability sampling whereby a sample of units which the
selected units in the sample have an unknown probability of being selected and where
some units of the target population may even have no chance at all of being in the
sample. Forms of non-probability sampling are numerous, such as voluntary samples
which only responses of volunteers are used. For this research, it is appropriate for the
researcher to use purposive sampling since the researcher selected informants sample on
the basis of the researcher’ own knowledge of the population.
In Depth Interview
For this research, the researcher prepared few questions regarding the topic in order to get
answer until the interviewer satisfied the researchers. Other than that the researcher have
interviewed five students from secondary four who watch the TVIQ programme to see
their opinion about the advantages and the effectiveness of the programme in the TVIQ
and three teachers.
All interviews have been conducted through face to face method. The natures of the
questions used in this interview were semi-structured questions. Semi-structured which
mean flexible, allowing new questions to be brought up during the interview session as a
result of what the answer from the interviewee.
Thematic Analysis
In thematic analysis our task is to identify a limited number of themes which adequately
reflect our textual data. This is not so easy to do well even if the identification of a few
superficial themes is generally quite easy but does not reflect the required level of
analysis fittingly. On the basis of the coding, we will then try to identify the themes
which integrate substantial sets of coding. We defined each theme sufficiently so that it is
clear to others exactly what the theme of our research is.
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This analysis is based on the in-depth interview from eight respondents in requirement to
meet the two research questions which have been listed below.
Research Question 1: How Astro TVIQ helps students to improve English Language
subject in examination?
Based on the interview, we found that the program lesson helps the students to focus
more and give positive impact on the students on their test scoring. Besides that, the
program lesson help students score in examination by learning through listening and
remembering for English subject. Otherwise, the program helps the students to correct the
typical grammar mistakes that the students normally do.
According to Puan Umi, she stated that the program lesson help the students to focus
more and give positive impact on the students’ result. For example cited from her
statement,
“Essentially, TVIQ provides a new outlet or outlook into teaching taking the lesson out of
the classroom. In my opinion, any method that allow students to be continuously
engaged with the lesson and help engage their focus and interest in the lesson or subject
will always have a positive impact on test scores.”
Besides that, we are able to found out that by learning through new media, the students
are able to take their own responsibility for their studies. The fact that the program is
easily accessible, make the learning process goes quickly. When students are more
responsible of their own learning, they become better learners. Students nowadays are
loved to watch television rather than reading a book. This program is a learning process
through entertainment that is easy to understand by students based on the tips and guides
that provided.
Puan Nor think that the students nowadays are love to watch television rather than
reading a book. She said, by doing that, the learning process will be fun and maximum
191


number of student will take part. The program in it also can attract student to join such as
oh my English, science backyard and others.
This program also is another different way to learn English subject and give
extraordinary surrounding as it is easy to remember. Besides that, students should use
TVIQ program as it is entertaining, helpful and easy to use by students.
Encik Muhammad said that the program is an entertainment learning process and helpful.
He stated that in his opinion, students should use the TVIQ programs as a learning tool
because, it is entertaining, helpful and easy to use and students can use it at home
comfortably.
Research Question 2: What are the advantages about learning English Language
subject on Astro TVIQ program?
Based on the interview, we found that this program helps the students to score for
examination and managed to get an A. They learn new things and can see the typical
grammar error they always done in writing. Besides that, the students can get a lot of
information through TVIQ program and their English language are gotten better after
using TVIQ program as learning tool.
According to Faizal, he stated that he is able to score for examination after using TVIQ
program as learning tool. Cited of his statement,
“True to be told, I always get low marks in English subject. I even fail the subject. It is
pretty ridiculous but that is the truth. I had find many ways to improve my English
included listening to the English songs, watching movies, reading English books and I
even read the dictionary. Then, my English teacher came out with a solution where I
think her idea really works on me. She suggested me to watch oh My English TVIQ
program. I learn new things and I can see the typical grammar error done by the students
and I learn the suitable words or phrase should be use. After a few months, watching the
program, I manage to get an A in my examination.”
Besides that, we are able to find out that this program is under category of entertainment,
learning and explanations are easy to understand. Most students are likely to watch
television and learn. Therefore, they would probably choose TVIQ program as a learning
tool for English language subject. Besides that, this program used English as the main
language for communication and its help the students to improve their English language.
Thus, the program is interesting and makes them want to learn more about the language.
Dewi think that the program is kind of entertainment learning and explanations are easy
192


to understand. She said that, she choose TVIQ program because it is fun to learn while
watching television. This program can be assumed as her private teacher at her home. All
the explanations are easy to understand and she can rest at home while watching this
program.”
The TVIQ program helps in improving the listening and speaking skills so that the
students can speak fluently. Besides that, other benefit the students can get through TVIQ
program is that they can improve their communication skill using English language. The
students are also managed to write well in test, this programme taught how to score in
examination. Otherwise, the program helps her to gain more knowledge to be used in
examination and apply it in daily life.
Faizal stated that the program helps in improving the listening and speaking skills and so
can speak fluently. His cited of statement,
“Instead of having fun watching the actors and actress acting their scene, I realized that
I get more benefits from the channel. First, I don’t only do well in English subject but in
other subject too. The question being discussed in the program are most of the favorite
questions being ask in the examination. Then the human nature is attracted to any
enjoyable things instead of being serious is really a matter. For me, if I start open my
books, everything in front of me will be destruction. Then I start playing and literally am
out of focus. But the TVIQ channels combine both fun and learn in a time. It makes
learning becomes fun. Furthermore learning in the TVIQ program may improve our
listening and speaking skill. We will automatically imitate the way of the characters
speak. So we can speak fluently. By listening to the dialogue, we can improve our hearing
and boost our understanding. Lastly, the TVIQ channel not only focus on English subject
but other subject such as Chemistry, Physics and history. The way they present he fact
really attract us to watch and learn more. I finally realize that learning is not only
through books but through everything.”
CONCLUSION
In summary, the television has become such an integral part of homes in the modern
world that it is hard to imagine life without television. Television is built to provide
entertainment to people of all ages. Not just for entertainment value, but TV is also a
valuable resource for advertising and different kinds of programming. Astro TVIQ is an
Astro branded channel brought exclusively for Malaysians and Indonesians who own
Astro. This channel is free as it is grouped under the Astro Family package. The
viewership target is for children between the ages of 4 to 15.Programmes on this network
are all based on education, exploration, arts, science, learning English, motivation and
193


mathematics. English language education offers professional preparation for elementary,

middle school and secondary education students. Television can be another good way for
English language learners to learn new words and improve their overall English language
skills. Of course, it is best when television is used in moderation, and when shows are
appropriate for young audiences. Besides that, the media industry should take action as
nowadays media education or television program becoming main source for community
to get the information. As nowadays, English language are important in communication;
this program could make society become master by practicing English language in daily
conversation with others race in the country. This could make the society easy to
communicate during works and so on.
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http://www.shareyouressays.com/84227/essay-on-examination
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examinations.html
SUB-TOPIC 5:
MEDIA AND INDEPENDENCE
COMBAT INDEPENDENCE DAY ADVERTISEMENT: THE IMPACT

TOWARDS UNIVERSITY STUDENTS
Muhammad Aizzat Emir Shahran, Dhiya Qamarena Rezali, Fatin Nurafiqah Turino
Junaidi, Nur Shafiqah Ahamad Zainuddin, Nur Shamiera Zahid, Aflisa Zakaria,
Fakrulnizam Jafri
One of the most critical issues faced by the community today is that none of our young
generations care about being patriotic. This study involves discovering impact on
university students after watching “Combat” advertisement that was produced by Leo
Burnet and TV3 in 2007 for Malaysia’s 50 Merdeka celebration. The theme of this
th
advertisement is “Semoga ia masih membara”. “Combat” is particularly used as unit of

analysis. This study focuses on the patriotism in university students. It is done to achieve
three objectives and they are; to identify the effects of advertisements in helping to instill
patriotism in young Malaysians, to identify the effects of advertisement in motivating
them to have interest in patriotism and to investigate the awareness among them on the
importance of patriotism. The rationale behind this study is that the researchers need to
understand more on how the “Combat” independence advertisement can affect the
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patriotism among university students. Besides that, to recognize on how the

advertisement can trigger the patriotism in university students. This study will apply a
purposive sampling method and in-depth interview with 5 university students from
various universities aged 18 - 21 to capture massive input. Data will be analyzed based on
thematic analysis. The findings may be useful for Ministry of Youth and Sports and
students in enhancing young generation’s patriotism.
Keywords: Independent, patriotism, advertisement, university students, awareness
INTRODUCTION
Malaysia is a peaceful country comprised of multifarious ages of multiracial people and

every place within this country has their special identity that makes the country amazing
compared to other countries. Malaysia has achieved its independence since 31st August
1957 and it has been 56 years since the historical day. A brief meaning of independence
by Malaysia Merdeka website is “being free from the hold of foreign forces and to thrive
in creating a dignified nation.”
On the historical day, Tunku Abdul Rahman (Father of Independence) as the first
country’s Prime Minister shouted “Merdeka” for 7 times before declaring the
independence proudly. Malaysia has a long, interesting history on how they achieve
independence. Many great names linger still in the memory of Malaysians besides him
owing to their great fights and high nationalism such as Tun Abdul Razak, Tun Hussein
Onn and others.
Country or nation, is defined as “…a community of people who feel that they
belong together in the double sense – that they share deeply significant elements of a
common heritage and that they have a common destiny for the future. A new nation is
thus a ‘nation’ that has not had these two attributes in the fullest sense, or a nation that is
in the process of attempting to acquire them.”, (Emerson, 1960).
As we all know, Malaysia practices democracy and according to Cambridge
Advance Learner’s Dictionary, it means “the belief in freedom and equality between
people, or a system of government based on this belief, in which power is either held by
elected representatives or directly by the people themselves.”
Over the years, patriotism in the younger generation waned and this phenomenon
can be seen daily during the national anthem song, Negaraku, Independence Day and
their ways of treating this country. Patriotism is still relevant and very important in every
country. Hasnah (2010) also mentioned in her book, “Di antara nilai-nilai utama
patriotism alaf baharu adalah mempertahankan kemerdekaan, berbangga sebagai rakyat
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Malaysia, setia kepada Negara, berdisiplin serta produktif, berilmu, berjati diri, berjiwa
Malaysia serta berdaya juang yang tinggi.” There are other several reasons on why this
topic is selected and this will be further explained. There is no argument on how great
technology has helped human beings in many ways. Media, the main means of mass
communication for example, demystify our communication, spread information about our
great nation and many more.
The video of “Combat Independence Day Advertisement: The Impact towards
University Students” much likely presents about one of the mass media that is widely
used to instill and influence the patriotism in younger generation. The assimilation of
young generation among different races trigger producers to create an advertisement that
can attract their interest as well as study the outcome of Malaysian patriotism owing to
not a cliche storyline.
The advertisement for Malaysia’s 50th Merdeka celebration in 2007 is a product
by the collaboration of local agency, Leo Burnet and television station team, TV3 which
is owned by Media Prima, whom tried to deliver such patriotic message and spirit
towards Malaysians. Its theme, “Semoga is masih membara” attempts to evoke the
audience with the message of ‘taking care’ of Malaysia and everyone can make their
passion comes true. The advertisement featured great and talented entertainers who have
had years of experience in acting like Adibah Noor who embodied good showmanship
with other characters. With an enthralling storyline, the researchers envisage working
with many young people to enhance the results of this project. It is hoped that this
proposal will get approved and seize the opportunity of good cooperation between all the
people that are involved.
RESEARCH QUESTIONS
1.Does the advertisement help instill patriotism in young Malaysians?

2. Does the advertisement affect or motivate young Malaysians’ interest in
patriotism?
3. Do young Malaysians have awareness on the importance of patriotism?
SIGNIFICANCE OF THE STUDY
Ministry of Youth and Sports will get benefits from this research paper as they
can improve the advertisement in many ways such as the advertisement is designed and
produced creatively to attract the students to watch and learn about being patriotic. This
research paper would also help the students and the government to understand and
enhance their knowledge.
Other than that, the Ministry of Education can find efficient and effective ways for the
students to learn about history as one of their subjects for SPM. Other than benefiting the
authorized makers, this research paper can also be the guidelines for the students to learn
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more about patriotism. This is because this research paper will show how the students are
aware and understand the patriotism. Since this is a millennium year, the way of old-
timers being patriotic is different than current people. One of the modern methods is the
students use medium such as internet, website, video and advertisement as their tool in
learning and becoming patriotic. Therefore, this research paper will help the student in
understanding better about patriotism.
LITERATURE REVIEW
Media in Patriotism
At the twentieth century, youth periodicals remained unchallenged as the principal
mass medium for the amusement and education of the nation’s young (Keirle, 2012).
According to Miroslava TSAPKO (2012), young people’s consciousness is not more
progressive and modern in the political sphere. Youth political attitudes and socialization
experiences in regards to family, race and religion in order to discover a potential hook or
handle which could be used to redirect youth attention and interest to citizenship.
(Sherrod, 2003) Taken more from Lonnie R. Sherrod (2003), they may be less likely to
develop concern for others or a sense of group membership outside their own race or
community because of the constraints imposed by impoverishment or because of the
prejudice and discrimination minorities often face.
Patriotism in Youngsters
According to International Journal of Business and Social Science (Volume 2), to
educate patriotism among the members of this country is a difficult task because it starts
from the early education of a child.
Hasnah Hussiin claims that:
“Cabaran yang paling besar pada abad ini adalah untuk menyedarkan generasi
muda mengenai pentingnya semangat nasionalisme dan patriotisme dalam
pembangunan negara pada masa kini dan masa akan datang.”
This is because whatever programme production and the acceptance by the youth
generation will surely give influence towards their cultural identity- whether it’s the
national identity, race, religion, job, family and themselves (Samsudin, 2007).
Ezhar Tamam justifies that:
“The advances made in communication technology, the influx of foreign
programming and democratization of communication and information, in which the
youths are impacted more by these developments, poses a challenge in enhancing
sense of national pride among the youths.”
Purposes of Education-Entertainment (E-E)

Kaiser Family Foundation (2004) says that entertainment-education is a famous
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strategy for featuring health and other educational messages into popular entertainment
media with the objective of positively influencing awareness, knowledge, attitudes,
and/or demeanors. According to Wallack (1990), the entertainment-education media are
able to act as a social mobilizer, an advocate, or an agenda-setter, influencing public and
policy initiatives in a socially-desirable direction. In Entertainment-Education and Social
Change, Singhal et al. (2004) claim that: “The goal of such a mass media E-E effort is to
achieve widespread change in behaviors that lead to development in a nation.” In his
book, he also mentions that, “The increased exposure to celebrities through both news
and entertainment provided advertisers with a powerful means of persuasion.” Kiragu,
Sienche, Obwaka, Odallo and Barth (1998) agree that: “Variety shows are increasingly
popular as a means to engage youth directly in content and production.”
Agenda-Setting Theory
The research is mainly about the effect of an advertisement on youths today.
Therefore, the communication theory chosen for this research is the agenda-setting
theory. The agenda-setting theory one of the early theories pioneered by Max McCombs
and Don Shaw, contends that media content sets the agenda for public discussion. The
theory has evolved from a longer theoretical tradition concern with how public opinion is
shaped by media representations of the world outside (Laughey,2007).
The agenda-setting theory is a process of media influence, intended or unintended
by which the relative importance of new events, issues or personages in the public mind
are affected by the order of presentation in news reports (McQuail,2010). It is assumed
that the more the media attention given to a topic, the greater is the importance attributed
to it by the news audience. Agenda-setting is an ‘effects’ approach that shows how
media influence the agenda of public issues around which political campaigns and other
matters of public interest are established (Laughey,2007).
McQuail (2010) concluded that the media influence is not on the direction of
opinion but only on what people think about. This concept has been mainly applied to
political communication and election campaigns. Although, despite the near certainty that
the process does occur as hypothesized, it is not easy to prove, because media take their
priorities from public opinion as well as from politicians.
Advertisements were made with an objective to pursuit audience and to influence
them about a certain idea. Fourie (2008) proclaims that agenda-setting describes the
media’s very powerful ability to focus public attention on specific issues. Hence,
agenda-setting is the idea that the media tell the people what to think about (Baran&
Davis,2009).
METHODOLOGY
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DATA COLLECTION STRATEGIES

Unit of Analysis
Unit of analysis is the study of “what” or “whom” and the most common units of
analysis in the social science research are individual people (Baxter & Babbie, 2003).
Units of analysis in a research are also the unit of observation (Baxter & Babbie, 2003).
Therefore, the units of analysis are things we examine in order to create summary
descriptions and to explain or understand the differences among them (Baxter & Babbie,
2003). The unit of analysis for this study is the “Combat” advertisement, as this
advertisement has the elements to give nationalism impact towards university students.
Sample
Purposive Sampling
Purposive sampling is a kind of nonprobability sampling common in qualitative
research (Baxter & Babbie, 2003). The sample of the research paper is selected based on
judgement and the purpose of the study (Baxter & Babbie, 2003). Purposive sampling
may also be used with both qualitative and quantitative research techniques (Tongco,
2007).
To complete this research, researchers will conduct an in-depth interview to five
informants who are all university students aged 18 - 21 from different universities.
In-depth Interview
In-depth or unstructured interviews are one of the main methods of data collection
used in qualitative research (Legard, Keegan & Ward, 2003). The in-depth interview is
often described as a form of conversation (Legard, Keegan & Ward, 2003). However, in-
depth interview and normal conversation are different since the objective is different
(Legard, Keegan & Ward, 2003). To complete this research, researchers will conduct
interviews with the informants or interviewees. The questions that will be asked are open-
ended questions as the researchers seek opinions for this research topic. The duration will
be around 20 – 30 minutes.
DATA ANALYSIS
Thematic Analysis
Thematic analysis is a method to identify, analyse, and report the patterns or
themes within data (Braun & Clarke, 2006). It minimally organises and describes the data
set in more specific (Braun & Clarke, 2006). This analysis also interprets various aspects
of research topic (Boyatzis, 1998). The interview data will be analysed through a
transcript of listed questions and answers from the research questions. These will be
examined through theoretical lens and categorized into the specific patterns.

Different Interpretation
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Based on the answers obtained, they truly show that the five informants have different
perspectives on patriotism. The researchers have asked the informants whether they
would be able to recall the Combat advertisement but most of them said no.
Advertisement was played once before they continued with the interview. To answer the
first research question, Mohd Amirul Aqbar spoke his own mind;“To me, patriotism is
one of the prides that must be borne by every citizen Of Malaysia because it was not easy
for our late warriors to acquire independence. So, patriotism is not just a symbolic gesture
but a moral value that must be adapted in our daily lives.
Instilling patriotism can be seen from different views. Adib explained; “The end of
enslavement from other country, the feel of freedom in our heart and soul.”
Nurrin gave her deep thought on this question. She said; “I am feeling free even with
three races. We have the right to speak even with rules and regulations. Our leader is a
democratic person, not a dictator. Everyone has to have the spirit of being patriotic and
the feeling of loving this country plus respect towards the rules and regulations and
respect each other.” Patriotism can be seen from someone’s attitude and how she or he
reacts to certain matter. Being patriotic needs effort and encouragement owing to the
increased globalization of the world and mentality.
Importance of Patriotism
Patriotism is said to supposedly enthusiast youngsters. Patriotism is about loving and

appreciating your country. Mohd Amirul Aqbar supported this statement by saying,
“Patriotism is good for the youngsters where someday in the future they will not
forget their roots. With patriotism, the youngsters will have more enthusiasm to make
sacrifices for Malaysia.” Patriotism is defined as a devoted love, national loyalty and also
the support and defences of one’s country. Thus, without patriotism, the future generation
will tend to disrespect country leaders or become non-visionary leaders themselves. Adib
Aiman said; ”Patriotism help young Malaysian to work hard and contribute to our
country”
A respondent feels that youngsters of our country need to be acknowledged of the
Malaysian history or Tanah Melayu. They need to be told of how Malaysia stand against
the British Colony. These were the times viewed as the patriotism portrayed by their
generation in defending in the name of the country. Most would say that they are easily
influenced through watching the television, films or word of mouth. Some are influenced
through how media portray sense of patriotism. Although, one respondent felt that by
listening and singing Negaraku or any other Malaysia national anthems could influence
one about patriotism. Fatin said; “Patriotism is not important for the youngsters until it
really affect their whole life.”
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Patriotism is important to be practiced because it gives a positive impact to us mentally

and emotionally. It is a value worth for future leaders and to create unity and avoid
racism among the people of our country. “By knowing abroad current issues that are
critically rising makes me always want my country to be at peace all the time. We also
have to be aware with our surroundings so there will be no calamity happen. With this,
we can instill patriotism in a human being.” Many Malaysians are grateful to have lived
in Malaysia despite the minimal issues that we have compared to other countries. Other
respondents feel that Malaysia has a safer environment and more homely. Hence, even
foreigners prefer to live in Malaysia.
Use of Media
From advertisements and sources of other media, they help raising awareness on the
importance of patriotism. Mohd Amirul Aqbar supported this statement with this answer;
“In media we can see that they continue storytelling history regarding
Independence repeatedly. They keep instilling the patriotism value in a human being
through the media. Besides that, they also teach us to appreciate the value of
independence till the present day.” Media can raise the awareness of any issue with
creative ideas plus encourage the use informative tool to develop more understanding.
Nurrin explained her answer; “Media open people’s mind to celebrate Independence Day.
They give awareness about patriotism and young kids nowadays are curious and they will
use internet to do a research. They help kids who are born and raised abroad to know
about Malaysian history.” Media are the source of information for the young Malaysians
to learn history. Ammar’s feedback; “The media replay back all the past about Merdeka
by using every medium they have. The news, message and values were presented in
radio, television and films for the citizen information.”
CONCLUSION
From the finding presented, the researchers realized that youngsters do not see and
treat patriotism from the same view. The youngsters only practice patriotism on several
occasions but deep in their heart they still think patriotism is a very important subject in
everyone’s life. Advertisements only do not give impact but the whole media give impact
on a certain matter for them. Patriotism can be drummed into youngsters through media.
Not just that, from the finding above, their answers suggested that there are various ways
on how to be patriotic and how to show the spirit. Current generation needs to make sure
that people do not forget the love towards Malaysia because the future generations will
need to be taught about the history and Independence Day.
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THE ROLE OF NEWSPAPER (UTUSAN MALAYSIA) IN SUPPORTING

INDEPENDENCE’S SPIRIT AMONG YOUTH: “SUNTIK KEMBALI
SEMANGAT MERDEKA” ARTICLE
Fatin Nursyafawani Bt Johari, Nadiatul Munawarah Bt Mahizan, Nor Zulaiha Binti

Rahim, Nur ‘Afirarina Bt Ariffin, Siti Fatima Bt Mohamed Yusop, Zulaiqa Syaza Binti
Zuraidi , Mr Fakrulnizam Bin Jafri
Utusan Malaysia (used to known as Utusan Melayu) was the first newspaper that wholly
is owned, financed, written and managed by the Malays. It was published on 20 May
1939 and started its publication in 1967. In the past, the article in newspapers (especially
Utusan Malaysia) plays important role to foster a spirit of independence among
Malaysians, especially during the colonial era. They keep us well-informed. They tell us
what is happening around us. They are the world's mirrors. This is different with media
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nowadays, which is more concern on profit or reporting glamorous or interesting news

but less on cultivating independence’s spirit. A lot of newspapers in Malaysia nowadays
have their own agendas to make sure people buy their paper. Same goes to Utusan
Malaysia. In particular, any newspapers should be balance and fair in reporting and they
are supposed to create the patriotism spirit among the citizen as to build the love towards
the country. The objective of this research is to identify the effectiveness of the elements
content in Utusan Malaysia that support independence and to study the factor of Utusan
Malaysia as one of the main newspaper chosen by youth in digging the independence’s
spirit. We are choosing “Suntik Kembali Semangat Merdeka” article as our unit of
analysis. The qualitative method we used for this research was purposive sampling which
is in-depth-interview, with open-ended questions. The research is significant for
Department of Information Malaysia, media people such as bloggers and journalists and
students.
Keywords: Newspaper, Utusan Malaysia, Roles, Independence’s spirit, Youth.
INTRODUCTION
Utusan Malaysia traces its roots to 1939 when it was first published as Utusan
Melayu, with its address at Queen Street, Singapore. One of its founders was Abdul
Rahim Kajai, dubbed the father of Malay journalism. It temporarily suspended
publication during the Japanese occupation of Malaya and Singapore. The newspaper
moved its headquarters to Cecil Street in 1945, and in 1959 relocated to Kuala Lumpur.
(Utusan Group.com) A characteristic of Malaysian press is its tendency to concentrate on
events important to their respective communities (Syed Arabis, 1989). It is therefore not
surpirising that Utusan Malaysia, Nanyang Siang Pau or Tamil Nesan would concentrate
on issues pertinent to its own ethic group. This ethnocentrism in content and organization
has its root in the colonial era. The press system in Malaysia today is a legacy of the
colonial past (Mohd Dhari, 1992)
RESEARCH QUESTIONS
RQ1: What is the effectiveness of the elements that content in Utusan Malaysia that can
support independence’s spirit?
RQ2: What makes Utusan Malaysia as one of the main newspaper choice among youth in
digging the independence’s spirit?
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Malaysia Description Department (JabatanPenerangan Malaysia) will get

benefits from this research paper because they can manage and organize the publication
of the news or articles in Utusan Malaysia. They also can handle problems that always
arise from this traditional media. Malaysia Description Department also can use this
research to know whether the reporter is follow the ethics in their writing style whether
they write the truth or just simply write the news without know the truth of the news. Bias
is one of unethical news publish among newspaper department.
This can be beneficial for media people who want to ensure that Utusan Malaysia
is the one of platform that can be use in supporting the independence’s spirit among
adults. Freelancers such as bloggers and online journalist also can use this research paper
as their guideline to get more information about the role of Utusan Malaysia towards the
patriotism spirit in adults. It is also useful to them in getting the right information or
statement about Utusan Malaysia.
This research paper also can be use by students as a guideline in a way to

understand how Utusan Malaysia can be the best medium in spread their role as supporter
in achieving the high spirit of independence. They can use it to study about the efforts
that Utusan Malaysia create to make sure the citizen can give their perception in
supporting the spirit of patriotism in themselves.
Moreover, teachers or lecturers also can use this research as their guideline to
absorb the patriotism element towards the students. So that, the student will be more
appreciate all the efforts that media create in order to achieving Independence. At the
same time it can be use to guide student to spread the information towards the society so
they can learn and know the information together.
LITERATURE REVIEW
Independence Spirit among Malaysians
After 56 years our country gain the freedom from colonialist, is the independence
spirits among our people (Malaysian) are still the same like before or changing? And
what is the meaning of independence for the people of Malaysia? As we can see and
realize, Malaysians nowadays are lacks with independence spirit. Some of them might
really have that independence spirit in their self but it might not enough. Its essence is a
loyal citizen of the country will join in a passable tide; personality thanks to the
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achievements and aims to enhance the country's position in a state of uncertainty or

shows signs of age of the rots. (Pandian, 2013)
The spirit of nationalism and patriotism is in fact, underlying the spirit of

independence. Even there are many people who are questioning the identity of today's
generation Y, we must recognize the difference in atmosphere and caused a different
interpretation on the acceptance of the concept of independence celebrations. (Pandian,
2013)
The Effectiveness of Newspaper as the Medium of Communication
The using of newspaper as the medium of communication have been exist long
time ago. But then, how far it is the effectiveness of newspapers as a medium of
communication? The newspaper has become the main source of information, as well as
communication. It lets the government know the needs as well as the aspirations of its
people and also inform the latter about the intentions as well as limitations of the former.
Moreover, the newspaper of any nation is identical to a mirror which reflects the state of
affairs of its society and also the government of the days. (Dhillon & Singh, 2004)
Newspapers are a very good way of obtaining information concerning people,

places, and things such as financial and world events, which occurred the previous day.
Though the radio and television convey important news and messages quicker than the
newspaper, they seldom give the details of an incident. The newspaper, on the other hand,
gives not only more detail about a particular incident but it also contains more new
items.(Dhillon & Singh, 2004) Newspapers are generally easy to find, inexpensive, easy
to carry, and easy to read. This shows that the role of newspapers being effectiveness as a
medium of communication has not faded away.
The Importance of Newspaper towards People or Society
Newspapers describe the economic policies of the government. For example they
describe its import and export policies, its plans for future economic development and the
prices of different things fixed by it and so on. (Barbara, 1996) This is showing on how
newspaper as Utusan Malaysia trying to manage their role to influence adults in
independence’s spirit. People can know what are going to happen in the future in every
single time. Our newspapers have always reported in detail the economic policies of our
different government in the fields of agriculture, industry and commerce. They have also
described the problems of labors, farmers and other working people and suggested their
solutions. (Muhammad Rauf, n.d)
The Role of Newspaper in the Modern Society and the Influence of Newspaper
Today the major dailies employ correspondents to collect news from all over the
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place and also from agencies. They write about any and every event happening at all
corners of the world. (Hamdan, 1993) They act as the guardian of the society. They help
in developing public opinion. It acts as mirror of the society and informs everything in
minute detail, thus helps in forming a collective opinion. (Hamdan, 1993)
The invention of printing is an epoch making achievement in the history of human

civilization. The modern age owes three fourths of its progress to printing. It has brought
many blessings in its train and one of these is the newspaper which has deeply and widely
influenced modern life in many ways. (Media Guide, 2001)
The Role of Malay Press in Political
Political communication is a new field of study within the communication study with
several scholars giving various ideas on what its constitution (Chaffee, 1975). One of the
early researchers defined it “a research that makes claims about the relationships between
communication process and political process” (Nimmo & Swanson, 1990: 7). Political
communication goes beyond persuasion and election studies. It is interested in the factors
influencing voter preference, the choices faces by the voters when they choose between
parties and candidates as they enter the ballot boxes.
RELATED THEORY
In this research, the researcher used cultural studies as the theory for this research.
Cultural studies is an innovative interdisciplinary field of research and teaching that
investigates the ways in which “culture” creates and transforms individual experiences,
everyday life, social relations and power. Research and teaching in the field explores the
relations between culture understood as human expressive and symbolic activities, and
cultures understood as distinctive ways of life. (Lawrence, 2010)
Theorists in cultural studies maintain that the media represents ideologies of the
dominant class in a society. Because media are controlled by corporations, the
information presented to the public is necessarily influenced and framed with profit in
mind. Cultural Studies theorists, therefore, are concerned with media influenced and
framed with profit in mind and are concerned with media influence and how power plays
a role in the interpretation of culture. (McGrawhill, 2001)
METHODOLOGY
Purposive sampling is an informant selection tool widely used in ethno botany. The
purposive sampling technique is usually use in qualitative research and also can be use in
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quantitative research in certain research studies. (Lewis and Sheppard, 2006). Simply put,
the researcher decides what needs to be known and sets out to find people who can and
are willing to provide the information by virtue of knowledge or experience (Bernard
2002).
According to Carolyn Boyce (2006), in-depth interviewing is a qualitative research

technique that involves conducting intensive individual interviews with a small number
of respondents to explore their perspectives on a particular idea, program, or situation. To
complete this research paper task, the researcher will conduct interviews with the several
interviewees.
RQ1: What is the effectiveness of the elements content in Utusan Malaysia can
support independence and increase the spirit?
Adding the column for the topic of independence can guarantee to build up
independence spirit.
According to Nurul Ashikin, there is a need to adding the column but Utusan have to be
creative in creating something that interesting to read because youth nowadays are less to
attract with article. She said that:
“If Utusan want to added more column, they must consider to add a short comic
or light joke which is still contain some knowledge in it because youth nowadays are
rarely read Utusan Malaysia, especially when Utusan is always publish a lot of
independence article. We must understand that youth nowadays are lack of interest to
read an article”.
According to Afzan Nizam, by adding the column in Utusan, it could help to encourage
the readers to read the newspaper. He said that:
“Yes. It should be because by adding the column, the youngsters inclined to read
the topic that are publish in the newspapers. Indirectly, the topic can help then to do
revision and research.”
According to Miss Nurhairinbainun, she also agrees with the idea of adding the column,
but the column must be attractive to the readers. She said that:
“The topic in the column must be in bombastic words so it can attract readers’
attention. Other than that, it also must include the title that suitable with the storylines.
The writers of Utusan also can create topics which are look-alike short stories or novel
title”.
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According to Nur Liyanah, adding the column for the topic of independence is necessary
when it comes to Independence month because people will look forward into it. She said
that:
“Yes. It could help to build independence spirit by adding a column that is more
focusing on independence article. But it must be necessary if Utusan publish the
independence article on August month, which is Independence month because people
will expect that”.
RQ2: What makes Utusan Malaysia as one of the main newspaper choice among
youth in digging the independence’s spirit?
Utusan Malaysia as the most preferred newspaper by readers and the factors.
According to Nurul Ashikin, she agreed that Utusan Malaysia can be the most preferred
newspaper among readers in digging the independence spirit and gain information about
general issues. She said that:
“Utusan Malaysia was the strongest newspaper in Malaysia because it has been
established a long time ago. That is the reason why Utusan has many readers. Besides,
Utusan was also published a lot of general issue and that could be the factor why readers
choose Utusan Malaysia”.
According to Afzan Nizam, he also agreed that Utusan Malaysia is the most suitable
newspaper to be read to gain more knowledge about independence in our country. He
said that:
“Utusan Malaysia was established for a long time ago, so no wonder if Utusan
become readers’ choices in order to gain knowledge about independence in our country,
besides, if the buyer are the loyal reader, then that’s could be the reason why he choose
Utusan”.
According to Miss Nurhairinbainun, she mentioned that to put some pictures, using the
easy words and simple language when write an article can attract the readers to spend
their time to read the article. She said that:
“The writers of Utusan Malaysia had been using the easy words and simple
language to be understood by the readers. It is give more effectiveness to me when I read
the article that had been published in Utusan Malaysia. The writers must be creative in
putting some pictures that can attract people to read the article. Pictures cannot lie and
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everything in the article sometimes can explain more about the information”.
According to Nur Liyanah, Utusan Malaysia is preferred by readers because Utusan give
away information in a simple way. The writing ethical in Utusan are still preserved. She
said that:
“Utusan is preferred by readers because the information contains in that newspapers

is complete and simple. It is also easy to understand. The writing ethical was also still
preserved and does not touch the sensitivity”.
CONCLUSION
Since youth nowadays are not into article, it is a must to add creative column into
Utusan Malaysia. For example, a short comic or light joke which is contains knowledge
about independence. Obviously youth nowadays are lack of interest to read newspaper, so
to add extra column has become a must to encourage them to read articles published.
Other than casual words, Utusan also need to create title that suitable with the storylines.
The writers of Utusan also need to create topics which are look-alike short stories or
novel title. In another word, it is an attractive headline. Indirectly, the attractive topic and
interesting body content of an article could encourage student readers to do revision and
research regarding independence.
Utusan Malaysia can be the most preferred newspaper among readers in digging the
independence spirit and gain information about general issues because it has been
established a long time ago. Using the easy words and simple language in an article can
attract readers to spend their time to read the article. The writer of Utusan Malaysia has
been using these techniques to be understood by the readers. It gives more effectiveness
on youth. The writers must be creative in putting some pictures that can attract people to
read the article. Pictures of the article sometimes can explain more about the information.
REFERENCES
Asley Crossman, (2013). Retrieved July 22, 2013, from

http://sociology.about.com/od/Research-Methods/a/Interviews.htm
Bandura, A. (1994). Social cognitive theory of mass communication. In J. Bryant & D.

Zillman (Eds.), Media effects: Advances in theory and research (pp. 61–90). Hillsdale,
NJ: Lawrence Erlbaum Associates, Inc.
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Braun, V. and Clarke, V. (2006). Using thematic analysis in psychology. Qualitative

Research in Psychology, 3: 77-101.
Morgan, M,, & Signorielli, N, (1990), Cultivation analysis: Conceptualization and

methodology. In M, Morgan & N, Signorielli (Eds,), Cultivation analysis: New directions
in media effects research. Newbury Park, CA: Sage Publications, Inc.
Perse, E. M., & Rubin, A. M. (1990). Chronic loneliness and television use. Journal of
Broadcasting & Electronic Media, 34, 37–53.
1957 HATI MALAYA: THE CASE STUDIES OF UNDERSTANDING

INDEPENDENCE AMONG MALAYSIAN YOUTH
Siti Farah Hanan Binti Mohammad Rusli, Nur Rabiatul Adawiyah Binti Mohd Roszila,
Normasita Binti Hashim, Megat Abdul Hakim Bin Abd Aziz, Amirul Asyraff Bin Amri, &
Fakrulnizam Bin Jafri
The researcher conducted a research on how 1957: Hati Malaya can influence the
understanding of Malaysian Youth towards this country. This film is about trying to reach
an agreement with other countries on reaching the independence of Malaysia. This study
has been executed to a qualitative research by conducting in-depth interviews by referring
to Agenda-Setting Theory. Agenda-Setting Theory was coined by McCombs & Shaw on
1977. This study is conducted by the researcher with several respondents from
UniversitiTeknologi MARA Melaka, Alor Gajah Campus within the age of 20 to 25. The
reason is because the public as the observer and able to give information and opinion
based on the research. The objectives of this research are to study the meaning of
independence according to the youths’ thought or understanding and to find the
effectiveness of the film 1957: Hati Malaya to convey the message of independence
towards the audiences. Through the findings, the researcher discovered that people
understand and know about the film 1957: Hati Malaya.
Keywords: Hati Malaya, Independence, Malaysian Youth, 1957, understanding
INTRODUCTION
According to Lent (1978), the earliest film was said to arrive in the Malay States as early
as 1898. A Film Censorship Board was established to censor or ban films which contain
any religious, cultural and moral values of the Malaysian society, prior to public viewing.
The British colonials who ruled Malaya introduced control policy and film censorship to
uphold and defend their dignity and status quo as the “Master” in the occupied territory
(O‟Higgins 1972). According to Van Der Heide (2002), the main legacy left by the
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British to the Malay States was not the practices of film production, but as the control of
the production, for example, the film censorship system. In effect, the system merely an
aspect of colonial domination and imperialism in general and was not born in Malaysia
(Wan Amizah WM 2008). Initially, films were brought into Malaya as a form of
entertainment for English officers and colonist administrators decades ago.
The movie 1957: Hati Malaya is about four young generations of Malaysians that
came from diverse backgrounds and ideas of trying to publish a book ‘1957 – Hati
Malaya. Through that research, they found love, friendship, loyalty and understanding of
the hardship from people in the past to reach the independence of Malaysia in the year
1957. The four young generations really understand the character and portray the events
with full emotions that make the viewers to feel the spirit of independence. This film also
based on the story of the late Tunku Abdul Rahman, who is the founder of the Parti
Perikatan and also became the first Prime Minister of Malaya in the year 1957. Despite
the British opposition with the intention of subtly wanting to slow the process of
independence of Malaysia, with the help from Datuk Onn Jaafar and also from the people
during that era, Malaysia finally have the independence that they always wanted.
1957: Hati Malaya is the story of fighting for independence. If not for the past
leaders, Malaysia, today will not had been free from the colonizer. The purpose of this
research is to analyze the performance that gives impact towards film viewers and
historical elements.
PROBLEM STATEMENT
According to Wyatt and Badger (1990), a movie which contains information gain
more interest of the viewers than a positive review. Nowadays movies bring more
impacts either positive or negative towards youths. A good movie should bring more
moral values that give positive impact to the teenagers. Therefore, in this research, we
tried to find out the effect of the film “1957: Hati Malaya” towards the Malaysian youths.
We had interview a few youths from different states and backgrounds to get know their
opinion about this movie.
The researcher knows that movies have their own specialties that can attract the
youths to watch them no matter what kind of genre they are. However, the researcher
realizes that movies with patriotic theme or genre are rarely published in Malaysia and if
the producer does, the audience might not reach the expectations. “1957: Hati Malaya” is
one of the patriotic movie that already published in Malaysia in 2007.
However, this movie does get a good feedback from the audience especially the
youths. This movie which cost RM3 million only get RM420 thousands in return. This
indicates that the pattern of patriotic movies was not well received among Malaysians.
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Malaysians seem unable to accept the patterned of patriotic movies and would rather
watch a movie from outside than support the local film.
In order to maintain and trying to increase the quality of local movies especially
patriotic movies, the researcher do this research to find the main problems and find the
solutions that might help the local producers and director.
RESEARCH OBJECTIVES
To study the meaning of independence according to the youths thought or understanding.
To find the effectiveness of the film “1957: Hati Malaya” that the director trying to
convey the messages of independence towards the audiences.
The rationale of this study is to fulfil the researcher’s curiosity about the meaning
of independence in Malaysian youth’s perception. The researcher wanted to understand
the ways that used by Shuhaimi Baba, the director to convey the messages in her film
which act as a medium. The scope of this study for this research was around Malaysia.
This research paper is a qualitative research as this research seeks out opinions and points
of views from the youths about independence.
The Malaysian Communication and Multimedia Commission can benefit from

research paper as they control the communication as Malaysian government. The
commission can use this research paper to produce more patriotic films in the future. This
research can be used as a guideline for the Malaysian especially youths to become more
patriotic and to bloom their love towards motherland, Malaysia. This research also gives
knowledge to the audiences about Malaysia’s history which show the ways to achieve
Malaysia’s independence. In a way, this research is trying to help the youngsters to instil
patriotism in them.
LITERATURE REVIEW
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The Effectiveness of Movies towards the Audiences
Some movies try to create awareness about the socioeconomic and political state
of affairs of nations. Movies create awareness about the importance of education,
medicine, art and politics. It also brings us to understand more about the depravity of the
homeless, and the plight of underdeveloped countries, and countries stigmatized by years
of war. All these movie genres help awaken our sense of responsibly and empathy
towards such situations. These socially enlightening movies help us realize the message
which was being conveyed.
It influences our thought process in a positive way and helps us try to do our bit in
order to be of some help to humanity. While the number of people who actually do
something is doubtful, there have been cases where people have taken up an action after
being moved by a movie they watched. According to Martha (n.a), moviegoers identify
with stories through the characters; the most powerful way to reach an audience is
through the characters' emotions.
She adds, for only when we connect with the characters on an emotional level,
does the interaction become deep and meaningful because a well-written scenes that
include characters' emotions allow the audience to viscerally take part in the story and
bond with the characters.
Vikas Shah (2011) said, cinema has become a powerful vehicle for culture,
education, leisure and propaganda. In a 1963 report for the United Nations Educational
Scientific and Cultural Organization looking at Indian Cinema and Culture, the author
(BaldoonDhingra) quoted a speech by Prime Minister Nehru who stated, "...the influence
in India of films is greater than newspapers and books combined." He adds that even at
this early stage in cinema, the Indian film-market catered for over 25 million people a
week- considered to be just a 'fringe' of the population.
The Importance of Movies in Our Society
All people love to watch movies from time to time. Movies of various sorts like
comedies, action, war, fiction, drama and documentary. By watching movies we get to
relax from our daily activities and apart from those mentioned above, we believe movies
allows us to experience a life that we may never really get to experience by placing
ourselves on the shoes of the characters on the movie being watched. If we are watching
a movie showing a protagonist as a general during World War II, we in some way
experience through the movie the life of that general and his actions and adventures, even
his problems and emotions become part of us while we are watching the movie.
Mick LaSalle (2004) said, it's probably just a coincidence, though an appropriate
and striking one, that movies came into existence just as America was experiencing a
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major shift into the very values that would allow movies to thrive and flourish like at the
end of the 19th century, nothing was more admired in an individual than character. Traits
like discipline, sobriety and reliability were especially prized, traits that most suited a
person for success in the late 19th century economy. In those days men worked for
themselves, as farmers and small businessmen, and made their way through single-
minded diligence.
This changed in the first decades of the 20th century where the majority of people
began working in metropolises, for corporations, instead of starting their own businesses
and in this new environment, character was secondary. Personality was of primary
importance -- being affable, engaging, innovative, good-looking. The ideal individual of
1900 was a stuffed shirt in the eyes of 1925 (just as the ideal man of 1925 would have
been considered a lightweight by the standards of 1900). In the dawning modern age, a
premium was placed on sex appeal, since men and women were suddenly working
together again, for the first time since the industrial revolution. What are we try to say
here is a film might perform the changes of our society from century to another century
and it is important for our new generation to know about this and they will have more
knowledge about this and more appreciating the culture and the freedom of the country
that they are staying right now.
The Role of Movies towards the Society
Film is a reflection of society, both present and past. The film and its innovations
sometimes have to catch up to society but sometimes it leads society too. Movies are
stories; movies are people who come out with ideas about something they want to say
something they want to tell someone. Movies are a form of communication and that
communication, those stories, comes from societies- not just where society is presently
and what it's doing now- but where society has been. It's been that way for as long as
movies have been around. (Tom Sherak, 2011)
The motion picture is and always has been more than mere entertainment; it is a
significant medium for the communication of ideas. John W. Cones (1998) said that in
his view, the motion picture is one of the most effective forms of communication yet
devised by human kind. He added, when you consider how much money, resources and
talent go into creating the compressed 2 to 3 hours of the experience we call a feature
film, there can be no doubt that a motion picture is an extremely effective form of
communication. Tom Sherak (2011) said that film, therefore holds a truly unique place in
the story our civilisation. It is an art, a language, a medium for education, inspiration, and
so much more.
He adds, it provides employment for hundreds of thousands of people around the

world, and enjoyment for countless billions more and provides a living record of the
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human condition and imagination at any given point in our story. Movie sometimes
actually bring about pivotal changes in people's lives. David Rosenberg collected some of
the evidence in support of that assertion in the form of 23 essays from prominent people
all over the world and he published them in his book entitled: The Movie That Changed
My Life.
Movies and Education
Recognition of the educational potential of film sparked an interest in the use of

motion pictures as an effective teaching aid as opposed to their more common association
with commercial public entertainment. Lindsay Pattison (2006) said that this conceptual
shift from motion pictures as predominantly a means of public entertainment and the
basis of a culture industry towards the acceptance of the educational value of the motion
picture and its proliferation in scholastic instruction remains unexamined by historians of
film and education.
In addition to its relevance for social and cultural history, the subject of motion
pictures is an important aspect of the history of educational reform. The diffusion of
motion pictures into public schools is central to the history of educational reform and to
the understanding of several themes in the field of curriculum studies. The efforts of the
educational reformers to promote the use of motion pictures in schools created a
generation of citizens familiar with the notion of film as education and public
information.
The decade before the Second World War is particularly significant to this
historiography since it represents a crucial transitional period in which the motion picture
came to be recognized not solely as entertainment but as an effective educational tool.
The research and efforts to improve the efficiency and effectiveness of visual instruction
via the motion picture reflected broader socio-historical developments. As such, the
relationship between motion pictures in education and the social history of the motion
picture calls for further study by film historians.
Maxwell McCombs and Donald Shaw (1972) suggested that media sets the public
agenda, in the sense that they may not exactly tell you what to think, but they may tell
you what to think about. Agenda-setting theory does assume a direct, though not
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necessarily an immediate, impact of the media on their audiences (Shaw, 2008).

According to Eugene F. Shaw (2008), the agenda-setting hypothesis does not say the
media are trying to persuade and it does not charge them with adopting a prescriptive, or
advocacy. Agenda-setting recognizes the importance of interpersonal contacts in
determining the ultimate impact of media content on people (Shaw, 2008). It uses
interpersonal factors to help explain the conditions under which agenda-setting effects are
more pronounced (Shaw, 2008). The researchers decided to apply agenda-setting theory
to the research topic as this theory is intended to apply to the news media, although in
certain cases it has been applied to other areas of the media and messages which they
transmit to audiences (Davie, 2009). The theory has been applied in the film 1957: Hati
Malaya as it give effects to the audiences
METHODOLOGY
Unit of Analysis
According to Ashley Crossman, unit of analysis is the major entity in analyzing a

research. It is the ‘what’ or ‘who’ that is being studied. In order to create summary of the
research we examine, unit of analysis are essential. Several units that are commonly used
in social science research of units of analysis are individuals, groups, organizations,
social artifacts and social interactions. The unit of analysis for this research is the
independence film, 1957 Hati Malaya on the study of responses after watching this film.
Sample
Purposive Sampling
Purposive sample is one of the selected based on knowledge of a population and the
purpose of study (Baxter, 2001). It is also defined as a type of sampling that doesn’t fit
into regular patterns of attitudes and behaviors or in other words, deviant (Baxter, 2001).
Purposive sampling can be very useful for situations where you need to reach a targeted
sample quickly and where sampling for proportionality is not the main concern (Baxter,
2001). In order to complete the research, researchers conducted an in-depth interview to
several informants from aged 20 to 25.
In-Depth Interview
Interviewing is a method of qualitative research in which the researcher asks open-
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ended questions orally and records the respondent’s answers (Baxter, 2001). In-depth
qualitative interviews are flexible and continuous. They are not locked in stone and are
often not prepared in advance (Baxter, 2001). There are seven stages of the interviewing
process by Steiner Kvale (1996), (1) Thematizing: Clarifying the purpose of the
interviews and the concepts to be explored. (2) Designing: Laying out the process
through which you’ll accomplish your purpose. This should also include ethical
considerations. (3) Interviewing: Doing the actual interviews. (4) Transcribing: Creating
a written text of the interviews. (5) Analyzing: Determining the meaning of the
information gathered in the interviews in relation to the purpose of the study. (6)
Verifying: Examining the reliability and validity of the information gathered. (7)
Reporting: Telling others what you have learned or discovered.To complete the research,
the researchers conducted interviews with the informants. The questions asked are open-
ended questions as the researcher seeks opinions and point of views towards the topic.
Data Analysis Strategy
Thematic Analysis
Thematic analysis is a qualitative analytic method for ‘identifying, analyzing and

reporting patterns (themes) within data. It minimally organizes and describes your data
set in (rich) detail. However, frequently it goes further than this, and interprets various
aspects of the research topic.’ (Braun and Clarke, 2006)
FINDINGS AND DISCUSSIONS
RQ1:What do you understand about independence?
Independence is a freedom and reward
Alif Abdullah one of the Universiti Teknologi Mara student, he define independent is not
only freedom from the colonial but also freedom of the mind and freedom of making
decision.
“I can define the independent is not only the freedom from the colonial but also freedom
of mind and freedom to make decision on our own.”
Safwat Rahman also one of the Universiti Teknologi Mara student define the independent
is a reward from god that everyone must appreciate and must be keep from generation to
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generation.
“Independent is the most precious reward from god that why we must keep this from
generation to generation”
While Nurdalila Mustapa, student from Faculty Of Science Computer Studies, Universiti
Teknologi Mara define the independent as a freedom from colonizer as we can stand on
our own feet to make decision, no need to listen to the other and we can carry on with our
daily activity without worrying like our ancestors before the independent were achieved.
“For me independence are the freedom and peace dan we achieve now. No more
colonizer, our country can manage on our own and we can decide wat we want without
the other voices because that what our ancestor have been through before and we should
be thankful’
Aliya Maisarah, student from Faculty Of Communication and Media Studies, said that
independence is country free from colonizer. We can carry out daily activities with no
worry about our safety.“Independence is our country free from colonizer. We can carry
out daily activities with no worry about our safety.”
Independent history tells about the sacrifice and our love for the country
Alif Abdullah understands the independent history by knowing the way how the national
warriors protect the country and their willing to sacrifice their life to make this country
independent.
“How I can tell the independent story is, by looking how the national warriors sacrifice
their life to make this country independent”
Safwat Rahman tells his understanding about independent history is from the thickness of
the love of the country from the people at the olden days. “The independent history that I
can understand is by looking the people from the old days with the thickness of the love
of country”
For Nurdalila Mustafa, after she knows about the history of independence she really
admire our warriors that sacrificed their life for the sake of the motherland and will
appreciate them for the entire life “I learnt the history of independence when I was in
secondary school in History subject. After I knew the history of independence of our
beloved country, Malaysia, I really admire our warriors that sacrificed their life for the
sake of our motherland and I will appreciate them for entire my life.”
Aliya Maisarah said that independence is what all country in this world wanted and she
really appreciate what the people in the post-independence era has done to make sure our
country free from colonialism.“After I learn about our country independence, I realize
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that independence is what a country really wanted to have and it’s not easy to achieve. I
really appreciate what the people in our post-independence era had done to achieve the
freedom for our beloved country, we have to embrace and preserve what we have now.”
Understanding of independence in young people nowadays is few and some did not
understand anything about independence
Alif Abdullah think that the youth generation nowadays still understand the
meaning of independent but at a low point because their don’t have interest to
search what is the real meaning of the independent. “I think that youth generation
nowadays only has the understanding about independent but the understanding level is
at the minimal point because they don’t want to search what is the real meaning of
independent.”
Safwat Rahman said some of the youngster nowadays don’t know what the
actually the independent is because their think the independent is not important
because there was born after Malaysia get independence. “Youngster nowadays think that
independent is not the important things because they didn’t fell how hard to get the
independent because there was born after independence and they don’t know what
the meaning of independence.”
Nurdalila Mustafa said that majority of youth nowadays not really understand the
actual meaning of independence because their attitude mostly influenced by
western lifestyle and Korean culture “In my opinion, I think majority of youth
nowadays not really understand the actual meaning of independence because their
attitude mostly influenced by western lifestyle and Korean culture.”
Aliya Maisarah thinks that most of the youth in our generation did not understand the
real meaning of the freedom that our country achieve now. They don’t really know
what the struggle to free our country from colonialism. “I really think that most of the
youth in our generation did not understand the real meaning of the freedom that our
country achieves now. They don’t really know what the struggle to free our country from
colonialism.”
Expectation if our country is not independent yet
Alif Abdullah think if our country does not free from the colonizer yet our country didn’t
get the very high development because all the source from our country will bring to
their country and make the other country more advanced. “Looking to the development of
our country nowadays I think if our country didn’t get the independence from the
colonizer and we cannot feel this development because the colonizer country will
take all the source of this country and make them more developed countries.”
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Safwat Rahman think if this country not gets freedom from the colonial our nation will be
the third class nation and our country will be a slave to make the colonial before
becomes the first class nation.“Today our country is respected from other nation in this
world but if we didn’t get the independence I don’t think the situation will be like this
because our country will be a third class nation and become a slave to the colonial
country to make them a first class nation”
Nurdalila Mustafa said that if our country is not an independence country yet, she cannot
study peacefully in this country and she also think that many of Malaysian kids and
women will be suffering due to the communist cruelty of war.“I cannot study peacefully
in my own country and I think many Malaysian women and kids will suffer due to
communist cruelty or war.”
While Aliya Maisarah, thinks that if our country is still not independence then we will be
the victim that suffering in the troubled countries like the Palestinian. “If Malaysia is still
not independence in this time then we will be the victim that suffering in the troubled
countries like the Palestinian.”
RQ 2: Do you understand the effectives of the film “1957: Hati Malaya” that the
director is trying to convey the messages of independence towards the audience?
The previous situation and the details on how the ruler get the independence from
the diplomacy not a war.
Alif Abdullah tells that we can know how the previous situation because they are not
many movies outside that tell the actual situation and this will give the more information
about independence.“There is lot information that I get from this movie but the most
important information that I get is the previous situation like how Tunku Abdul Rahman
want make a fund to support their team to the London, this was a great piece of
information that I know from this movie”
Safwat Rahman thinks that this country is a unique country because we get the
independent with the diplomacy ways not from the war so he thinks this is the
information that he get from that movies.“Malaysia is not about other country because
our country gets the independent from diplomacy ways not from the war and this is the
more information that I give from this movie and this is why I think our country is
unique.”
Nurdalila Mustafa said that after she watches the movie, she gain more detailed
knowledge about the history of our country.“After I watched the movie “1957: Hati
Malaya”, I gain more about our history in details. I get to know the journey that our
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former leaders did to achieve the independence for our country. Besides, I also knew the
leaders who fight for the independence.”
Aliya Maisarah said that aside from the knowledge of our country history, she also
learn about the spirit of unity of our ancestors on trying to get freedom for our
beloved country.“I realised that this movie not only trying to show about the history
of our country but also try to show the spirit of love and unity towards our country
that is showed when the united to get freedom at that time. It really touch my heart
and make me really appreciate what we have now.
The message from this movie is easy to understand.
Alif Abdullah thinks this movie delivered the message with efficiently ways because the
message is easy to understand. “This movie a successfully delivered the message with
efficiently ways and the movie plot is very organized so that people will easy to
understand the message from this film”
Safwat Rahman have the opinion that this movie make people that don’t know about
independence will know about it because the very efficiently ways of the director give
the message.“This film give a lot of information and the director make the message
delivered very efficiently so that the people that didn’t know about the history of
independence will get the information by watching this movie.”
Nurdalila Mustafa said that she understand what the message that the director are
trying to convey. She also said that the cinematography is awesome and hope that
there will be more film like “1957: Hati Malaya” “Yes. I like the cinematography which
is very awesome. I hope the director can produce more films like “1957: Hati Malaya”.
Aliya Maisarah said that it was one of the best movie that have ever been produced and
she said that the director try to tell audience that Malaysians nowadays should appreciate
what we have today. “Yes, the message was successfully delivered to the audience and
this was one the best movie that I have watched. The main message that I can said from
my own opinion is the director want us, Malaysian to appreciate what we have today.”
The message is that the audience understands from the movies
Alif Abdullah understand that the director Datin Paduka Shuhaimi Baba try to convey
about the sacrifice of rulers to get independent to this country.“What that I can
understand is Datin Paduka Shuhaimi Baba try to convey the message of this story about
how the rulers sacrifice everything that they have to make sure this country get the
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independence”
Safwat Rahman understand that the director try to tell how our beloved country get
independence from colonial. “How the way this country get independence this is I
understand what the director try to convey the message to the audience.
Nurdalila Mustafa said that the arrangement in this movie hasplayed it part in delivering
the message.“The scene is important in achieving the independence of our country first.
Starting with modern life after 57 years of independence then followed by days of the
liberation struggle. Audience will be aware of how difficult to achieve
independence. This can make us appreciate the independence that has been achieved.”
Aliya Maisarah said that this movie has delivered the message from the history of
independence of our own country in a really attractive way and she really think that the
director just want us to know it’s really hard to free a country from colonialism and want
to build the spirit of loving this country from the bottom of our heart and appreciate the
freedom that we have now.“This movie has delivered the message from the history of
independence of our own country in a really attractive way and I really think that the
director just want us to know it’s really hard to free a country from colonialism and want
to build the spirit of loving this country from the bottom of our heart and appreciate the
freedom that we have now.
Movie is an effective medium to learn and tell about history.
Alif Abdullah think movie is the right medium to deliver massage about independence
because movie is the easy way because in the movie they have all type of
communication.“Movies are the right ways to deliver message about independence
because in movie they have all type of communication so that is easy to deliver the
message”
Safwat Rahman think movies have their own followers and many people are attracts to
watch movie so movie can be a right medium to deliver the message about independence.
“Many people nowadays like to watch movie and movie also have their own followers so
that movie can be right medium to deliver the message about independence”
Nurdalila Mustafa think that movie is a good medium to deliver about history because
she claim that Malaysia nowadays prefer watch movies more than reading facts. “Yes
because Malaysian nowadays prefer to watch movies more than reading facts.”
AliyaMaisarah said that movie is an okay medium to tell about history because she thinks
that reading books and doing research are more effective as the movie has it own duration
that may cut the facts that is important for us to know.“I think that movie is okay for
storytelling about history. For me, books and research are more effective because as the
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movie has its own duration that may cut the facts that is important for us to know.”
CONCLUSION
From the research conducted to the participants, the researcher found that that our
participant for this research have a very own opinion about what is independence to them.
The participant said independent is not only freedom from the colonial but also freedom
of the mind and freedom of making decision and also a reward from god that everyone
must appreciate and must be keep from generation to generation. They also said that
independence is freedom from colonizer as we can stand on our own feet to make
decision, no need to listen to the other and we can carry on with our daily activity without
worrying about our safety like our ancestors before the independent were achieved. From
the history that participant said that they will know the way how the national warriors
protect the country and their willing to sacrifice their life to make this country
independent and they really appreciate what the people in the post-independence era has
done to make sure our country free from colonialism and we must preserve it.
The participant said that think that the youth generation nowadays still understand
the meaning of independent but at a low point because their don’t have interest to search
what is the real meaning of the independent and to our young generation, independent is
not important because there was born after Malaysia get the freedom. They don’t really
know what the struggle to free our country from colonialism. Participant said that if our
country is not independent yet we didn’t get the very high development because all the
source from our country will bring to their countryand make the other country more
advanced and we will be the third class nation and our country will be a slave to make the
colonial before becomes the first class nation. They also said that we will be the victim
that suffering in the troubled countries like the Palestinian.
From the research conducted to the participants, the researcher found that our
participant for this research have a very own opinion about this movie. They said that we
can know how the previous situation because they are not many movies outside that tell
the actual situation and this will give the more information about independence. They
also think that thinks that this country is a unique country because we get the independent
with the diplomacy ways not from the war so he thinks this is the information that he get
from that movies. They also learn about the spirit of unity of our ancestors on trying to
get freedom for our beloved country. The participant thinks that the director is trying
toconvey about the sacrifice of rulers to get independent to this country and this movie
has delivered the message from the history of independence of our own country in a
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really attractive way and really think that the director just want us to know its really hard
to free a country from colonialism and want to build the spirit of loving this country from
the bottom of our heart and appreciate the freedom that we have now.
The participant think that movie is the right medium to deliver massage about
independence because movie is the easy way because in the movie they have all type of
communication and also think movies have their own followers and many people are
attracts to watch movie so movie can be a right medium to deliver the message about
independence.
REFERENCES
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http://www.filmreform.org/crimes.htm
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http://thoughteconomics.blogspot.com/2011/06/role-of-film-in-society.html
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http://www.sfgate.com/entertainment/article/MOVIES-AS-MIRROR-ON-SOCIETY-
2781258.php#page-1
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http://thoughteconomics.blogspot.com/2011/06/role-of-film-in-society.html
Martha Alderson (n.a), Connecting with Audiences Through Character Emotions,

retrieved from http://www.writersstore.com/connecting-with-audiences-through-
character-emotions/
Lindsay Pattison (2006), History Of Intellectual Culture Volume 6, No. 1, retrieved from
http://www.ucalgary.ca/hic/issues/vol6/4
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http://www.psych.auckland.ac.nz/uoa/about-thematic-analysis
Baxter. (2001). Purposive Sample. Retrieved from http://sociology.about.com/od/Types-

of-Samples/a/Purposive-Sample.htm
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http://sociology.about.com/od/Research/a/Units-Of-Analysis.htm
Braun & Clarke. (2006). What is Thematic Analysis. Retrieved from

https://www.jyu.fi/ytk/laitokset/ihme/metodifestivaali/ohjelma/torstai/littleton
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Crossman. (2011). In-Depth Interviews. Retrieved from

http://sociology.about.com/od/Research-Methods/a/Interviews.htm
Gibson. (2006). Thematic Analysis. Retrieved from http://avetra.org.au/wp-

content/uploads/2011/09/Thematic-analysis.pdf
McCombs & Shaw. (1972). Agenda Setting Theory. Retrieved from

http://masscommtheory.com/theory-overviews/agenda-setting-theory/
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Shaw. (1979). Agenda-Setting and Mass Communication Theory.
Neil Terry, Michael Butler & De’Arno De’Armond (N.D.). The Determinants of
Domestic Box Office Performance in the Motion Picture Industry.
Wan Amizah WM, Chang Peng Kee and Jamaluddin Aziz (2008). Film Censorship in
Malaysia: Sanctions of Religious, Cultural and Moral Values. Jurnal Komunikasi,
Malaysian Journal of Communication Vol 25: 42-49.
THE COMPARISON OF EFFECT TOWARDS INDEPENDENCE AWARENESS

ON TEENAGERS BETWEEN BOOK AND MOVIE ON BUKIT KEPONG’S
TRAGEDY
Nadira Idris, Md Erromee Shah Rahmat, Amirul Mohd Sajadi, Nurul Syahirah Mohd
Nor, Nurul Shaheera Bahtiar, Mazatunnajuwa Mohd Zakaria, & Fakrulnizam Jafri
This case study is about the way of reaching independence awareness among teenagers.
Independence brings so much meaning to individual. Independence is proving of rights
that study on the lands that once being colonized. Also, the realization of independence
moment can make people feel grateful and proud of their ancestors who fought for the
lands. Independence is not a single word; the needs of appreciating them are priceless.
What researcher are trying to mole in our current teenager’s perceptions and thoughts on
it are deliberately construct. In researcher case study, Bukit Kepong tragedy is
highlighted as it brings so much historical elements for fighters and individuals to
remember and appreciate the efforts of defending Malaysia from intruders who were not
supposed to take over the country. From this research, Bukit Kepong’s tragedy has been
put up in reference book for students and a movie on it has been directed to light up the
emotions and reality. Books and movie on Bukit Kepong has automatically become our
units of analysis. For methodology, we use in depth interview, an open-ended question
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type that had been asked to informants. Our informants are teenagers who went to school,
aged 13-17 years old, who read Bukit Kepong incidence as reference for Malay Language
and History subject. From the research, we found out that movies are the most effective
tool to highlight the independence remembrance among teenagers. Movies prone to be
helpful and the level of awareness on independence are in long term period.
Keywords:Effects, Independence awareness, Teenagers, Books, Movies, Bukit Kepong
INTRODUCTION
In today’s world, where our daily routines filled with visual images on television screens,
computer monitors, and mobile phone screens, it would be hard to keep a class focused if
an instructor did not add visual support to a presentation. Historic leaders have been
depicted in movies, on television, in photographs and paintings. There is simply no
excuse for a boring “death by Power Point” slide show, when the instructor has access to
libraries and the internet for pictures, paintings, movie clips, or YouTube (Smith, 2009).
According to Hobbs the use of historical analogy as a teaching tool is not a new
phenomenon, what is new is the proliferation of the concept-from books to movies to
leadership (Hobbs, 2006).According to Schank, “stories illustrate points better than
simply stating the points themselves because, if the story is good enough, you usually
don’t have to state your point at all; the hearer thinks about what you have said and
figures out the point independently” (Schank, 1990).
While, educational films can be any forms of films or videos which can be used
and exploited systematically to achieve the teaching-learning objectives (NaimHj.Ahmad,
1995). As an innovation, films are mostly associated with entertainment. As such many
educators view films from a narrow perspective; example films are just another
entertainment media (Kirschenbaum, 1995).As Champoux said in his classical article
“Films as a teaching resource”; “Films are comfortable familiar medium to contemporary
students that can keep student interest in the theories and concepts under discussion.” He
added further that although most films are fiction, they can offer powerful experiences
that students are unlikely to have in a classroom. Film scenes can offer visual portrayal of
abstract theories and concept taught in management and social sciences courses.
Explaining concepts through different film scenes bring theories closer to realistic
situations (Champoux, 1999).
The combination of audio, visual, movement, colour and three dimensional

effects make films very interesting to view. Therefore, films can be used as teaching-
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learning tools for they can create and maintain students’ interest and motivation (Mohd.
ArifHj Ismail, 1999). The dramatic elements and creativity of films also help to bring fun
into the classroom. Through films, educational messages can be concretely and precisely
presented to viewers. Films are often used to show the reality of life, help build
personalities, feelings and emotions (NaimHj.Ahmad, 1995).
Pescosolido (1990) argued that the use of films can be important in learning and
teaching, and highlight particularly that active learning can be encouraged and better
supported through the use of audio-visual materials from the popular culture arena. It is
also argued that using films could encourage students to engage to different and
personalized articulations and viewpoints concerning the issues being examined, which
may be rather difficult to attain in the traditional teaching methods including lectures; and
films proved to be useful in the context where different, multiple and varying perspective
need to be recognized and critically evaluated (Ayikoru and Park, 2011).
PROBLEM STATEMENT
Films or movies are theoretically co modifiable narrative works of moving images, in the
sense that they are created through human labor, possesses use-value for certain audience
members and may be exchanged for money or services (Marx, 1867).The importance of
audio-visual media in classroom (training videos, films, television, internet) has always
been appreciated by academicians across disciplines especially in management and social
sciences (Thomas, 2010).Popular culture materials like documentaries, feature films and
television shows, if used effectively, could play a role in facilitating the active learning
experience of student, more so in cases where class size, historical emphasis or issues of
diversity make it difficult to adequately engage student in active learning (Goldenberg
et.al, 2010).
A significant number of scholars believe that young student tend to remember

movie content more often than monotonous textbooks, research papers, and other
scholarly reference material (Burns et.al, 2010). They also comfortable in connecting
movie scenes, dialogues of actors, story of the movie and music with theoretical concept
explained in the classroom (Burns et.al, 2010).Popular movies are also recommended
because of their easier accessibility to educators and students when compared to
professional training videos, educational videos, documentaries and other audio-visual
media resources available in the market (Godfather, 1972).According to Gallons,
emphasized that popular films can be powerful vehicles for teaching student conceptual
flexibility and ability to shift perspective (Gallons, 1972)
RESEARCH OBJECTIVE
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To identify the characteristic of movie on Bukit Kepong’s tragedy that can create an
awareness of independence towards teenagers.
To know the elements in books that can contribute to enlighten the independence
awareness among teenagers.
To study the preferable medium in teenagers society nowadays in remembering best on

Bukit Kepong tragedy that can create independence awareness.
RATIONALE & SCOPE OF STUDY
The rationale of study is that the researchers need to know the comparison of
effect towards independence awareness on teenagers between books and movie on Bukit
Kepong’s tragedy. The researchers had identified the comparison of effect towards
independence awareness on teenagers between books and movie on Bukit Kepong’s
tragedy. Furthermore, the researchers want to know the independence awareness on
teenagers about Bukit Kepong either through the reading or visually. The scope of study
for this research about the comparison of effect towards independence awareness on
teenager between books and movie on Bukit Kepong’s tragedy is around secondary
school in SekolahMenengahKebangsaan Bandar Sri Damansara 1. Our targets of students
are 13 to 17 years to get the responses about our topic. The questionnaires will be given
to students because they are studying about the book of Bukit Kepong. However, we also
interviewed a few teachers who had taught Bukit Kepong’s book as a reference book.
Hence, we are also asked the opinion to the other teenagers that had been watching Bukit
Kepong. So, we can conclude the comparison of effect towards independence awareness
on teenager between books and movie on Bukit Kepong’s tragedy.
Our next location of research would be around one of the lecturer’s room. The
researchers are planning and discuss what should we do with the lecturer. Moreover, the
researchers also have a talk with our lecturer about her opinion on this assignment.
This research paper is a qualitative research as this research seeks out opinions
regarding the comparison of effect towards independence awareness on teenagers
between books and movie on Bukit Kepong’s tragedy. Therefore, the methods use is
purposive sampling of in-depth interviews. The duration of the research is between the
months of December 2013 until the end of January 2013.
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LITERATURE REVIEW
Live Character Intrigued Audience
A significant number of management scholars believe that young students tend to

remember popular movie content more often than monotonous textbooks, research papers
and other scholarly reference material (Dunphy et.al, 2008). They are also very
comfortable in connecting movie scenes, dialogues of actors, story of the movie and
music with theoretical concepts explained in the classroom (Dunphy et al, 2008).Popular
movies are also recommended because of their easier accessibility to educators and
students when compared to professional training videos, educational videos,
documentaries and other audio-visual media resources available in the market (Gallos,
1993).
As Cardon(2010) state that one of the primary benefits for university students is
that films are entertaining, engaging and in many cases stimulate curiosity towards other
cultures. Films can be very valuable intellectual exercise in deciphering other cultures
and with guidance and help of instructors; students can learn nuances of cultural theories
and constructs very easily by means of films shown in the classroom (Cardon, 2010).
As Champoux(1999) said in his article “Films as a teaching resources”, “films are
a comfortable familiar medium to contemporary students that can keep student interest in
the theories and concepts under discussion.” He added further that although have in a
classroom. Films scenes can offer visual portrayal of abstract theories and concepts
taught in management and social sciences courses (Varner and Beamer, 2005).
Explaining concepts through different film scenes bring theories closer to realistic
situations. Films can provoke good discussion, assessment of one’s values and self if the
scenes have strong emotional content. Cinema’s ability to create a unique experience
gives it unbeatable power as a teaching tool (Champoux, 1999).
Films Add Colors in Classroom Learning
In today’s world, where our daily routine is filled with visual images on television
screens, computer monitors, and mobile phone screens, it would be hard to keep a class
focused if an instructor did not add visual support to a presentation (Champoux,1999).“
Stories illustrates points better than simply stating the points themselves because, if the
story is good enough, you usually don’t have to state your point at all ; the hearer thinks
about what you have said and figures out the point independently” (Schank,1990).Stories
tend to make the information being presented more believable, which is why advertisers
often design their ads around a story. For these reasons, Neuhauser calls stories, “the
most powerful form of human communication” (Neuhauser, 1993).
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Stories involve students in reading, writing, discussing, role-playing or otherwise

becoming engaged in problem solving exercises. It also involves higher-order thinking
skills such as analysis, synthesis and evaluation, and it encourages students to extrapolate
from their own experiences and apply what they have learned in the past to the new
information being presented ( Bonwell and Eison, 1991 ).Champoux (1999) suggested
that a film as an effective learning tool can be used in different ways in the classroom,
e.g. as case, experiential exercise, metaphor, satire, symbolism meaning, experience and
time. Huczynski and Buchanan (2004) proposed that films can be effectively used as a
narrative in theory-building and exploring different perspective in management
classroom.
The Role of Television as Mass Medium
According to live nature of television allows it to transmit visuals and information

almost instantly. So, another important characteristic of television is that it is capable of
being a live medium. The visuals of an earthquake in Indonesia can reach your television
set in almost no time. This capacity of the medium makes it ideal for transmitting live
visuals of news and sports events. If you are watching a football match in a television
channel, you can almost instantly see the goal hit by your favorite team. On the other
hand, you can read about the football match only in the next day’s newspaper. Television
allows you to witness events which happen thousands of miles away. Anyone with a
television receiver can access the information shown on television. This makes it an ideal
medium to transmit messages to a large audience. In country like ours, with a huge
illiterate population, this characteristic of television makes it an ideal instrument for
transmitting social messages. Television also has a very wide output, range and reach. It
is truly a mass medium.
The Audience's Perception on TV Drama Can Influence the Consumer Behavior
The main focus of this study is to investigate if audience perceptions cause actual
behavioral consequences. According to Hawkins and Pingree (1982), television viewing
cultivates some aspect of social reality. This view lends support to other studies that
argue that television, as a medium, exerts the strongest influence on people‟s everyday
lives (Kwak, Zinkhan, & Dominick, 2002; Lee, 1989; Meyer,1989). In this sense,
cultivation theorists may argue that television viewing may elicit certain audience
behaviors, such as purchasing goods on the basis of cues provided in the media text
(Meyer, 1989). Meyer (1989) explains that social action theorists have observed how
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human beings perceive their surroundings through “referencing others in on going and
emerging performance” (p.787). Anderson and Meyer (1989) also explain how mediated
communication can influence the ongoing daily social routines of individuals, including
their daily buying behavior.
The Way on Audiences Engage With Television Drama
Gunter (1988) identified the two most important factors of audience engagement
in determining how viewers interpret television content: (1) how real-life experiences
compare to television portrayals and (2) viewers’ ability to ‘identify how different plot
elements link together to form a coherent story’ (Gunter, 1988: 37). Alongside Gunter’s
study, Fiske’s (1986, 1989) research provides additional support for scholars to view
television not merely as a content driven, one-way medium of communication, but rather
as a site where meanings are created through audiences’ interaction with programs. In his
view, the relationship between television shows and audiences is intersexual because of
the polysomic nature of the medium.
Although particular ideals may be dominant in television programs, the varied nature of
the audience makes the process of meaning making intersexual (Fiske, 1989: 13). The
audience then is able to impart meaning taken from television and incorporate it into their
own cultural lives ‘when its presence is less direct, less obvious’ (Fiske, 1989: 74). For
this reason, it is important for us to understand how content and form might influence
audience interpretation of mediated texts and their consequent behaviors.
The Impact of Romance Novel toward Reader
According to Kristen Ramsdell’s (1987) definition of a romance novel, it is “a

love story in which the central focus is the development of the love relationship between
the two
main characters, written in such a way as to provide the reader with some degree of
vicarious emotional participation in the courtship process”. Romance novels present
relational lessons, proposing that with perseverance, trust, and faith, love will prevail
(Benjamin, 1999). Unfortunately, statistics on novels and the individuals who read them
have been difficult to gather, and what has been gathered are usually fractional and focus
on one specific genre or area. According to the most recent statistics, romance novels
constitute 40% of all general paperbacks sold (Stoffman, 1999). It places first in the list
of books bought by all kinds of women.
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Uses and Gratification Theory
Uses and gratification theory presents the use of social or psychological needs of
the individual (Blumler& Katz, 1974). The mass media compete with other sources of
gratification, but the gratifications can be obtained from a medium’s content (eg.watching
a specific programmed), and from familiarity with a genre within the medium
(eg.watching soap operas). Uses and gratification theorist argue that people’s needs
influence how they use and respond to them medium.
Uses and gratification theory attempts to explain the uses and functions of the
media for individuals, groups and society in general. There are three objectives in
developing uses and gratifications theory: 1) to explain how individuals use mass
communication to gratify their needs. 2) To discover underlying motives for individual’s
media use. 3) To identify the positive and negative consequences of individual media use
(Boer& Brennecke,2003).
At the core of uses and gratifications theory lies the assumption that audience
members actively seek out the mass media to satisfy individual needs ( Leung&
Wei,2000 ).
For this research, researcher choose the Uses and Gratification Theory since it is
related with the comparison of the media between books and television and which of it
has a greater impact on delivering high awareness on independence context.
METHODOLOGY
Unit of Analysis
According to Ashley Crossman (2011), unit of analysis is important in a social

science research project. In a research paper, unit of analysis is the ‘what’ or ‘who’ that is
being studied (Crossman, 2011). In order to create summary descriptions, unit of analysis
are always the things we examine (Crossman, 2011). Individuals, groups, organizations,
social artefact and social interactions are unit of analysis that are commonly used in a
social science research (Crossman, 2011). The first step in deciding how you will analyse
the data is to define a unit of analysis. Your unit of analysis is the “who” or the “what”
that you are analysing for your study and your unit of analysis could be an individual
student, a group, or even an entire program (Trochim, 2006). Units of analysis are
essentially the things we examine in order to create summary descriptions of them and
explain differences among them. Units of analysis that are commonly used in social
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science research include individuals, groups, organizations, social artefacts, and social
interactions (Crossman, 2011). The unit of analysis for this research is the comparison of
effect towards independence awareness on teenagers between books and movie on Bukit
Kepong’s tragedy.
Purposive Sampling
Purposive sampling techniques are commonly used in qualitative studies

(Teddlie& Yu, 2007). It also defined as a type of sampling in which particular settings,
persons, or events are selected for the important information they can provide that cannot
be gotten from other choices (Teddlie& Yu, 2007). Rather than considered as a final
study, this technique will normally be considered as pilot study (Baxter&Babbie, 2003).
Most qualitative research in our field tends to describe or interpret communication
exchange and these studies try to describe the human condition by using general views of
social action (Baxter&Babbie, 2003). We did the interview in Sekolah Menengah
Kebangsaan Bandar Sri Damansara 1. Our targets informants to get the responses
regarding to this topic are students in secondary school which is about 13 to 17 years.
This is because they are studying about the book of Bukit Kepong. However, we also
interviewed a few teachers who had taught Bukit Kepong’s book as a reference book.
Hence, we were also asked the opinion to the other teenagers that had been watching
Bukit Kepong. So, we could conclude the comparison of effect towards independence
awareness on teenager between books and movie on Bukit Kepong’s tragedy.
In-Depth Interview
In-depth interview is considered as ‘conversation with a purpose’ (Pang, 2006). It

can also be best employed to ‘build a stock of explanation’ to answer basic questions
(Pang, 2006). Interviews are made to accomplish several goals; (1) understand the social
actor’s perspective; (2) infer the processes of interpersonal relationships, and (3)
understand ‘distinctive languages’ like jargons, vocabularies and other forms of speech
used by actors in their natural settings (Pang, 2006). To complete the research, the
researchers conducted interviews with the informants or interviewees. The questions that
had been asked are open-ended questions as the researchers seek opinions and point of
views towards the topic of the research.
DATA ANALYSIS
Thematic Analysis
According to Braun and Clarke (2006), thematic analysis is identifying, analyzing and
reporting patterns within data. It organizes and describes data set in rich detail (Braun &
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Clark, 2006). It goes further and interprets various aspects of the research topic (Braun &
Clark, 2006). The interview data was analyzed through a transcript of listed questions and
answers from the research questions sub-questions. These are examined through
theoretical lens and categorized into specific themes. Thematic analysis is simple to use
which lends itself to use for novice researchers who are unfamiliar with more complex
types of qualitative analysis. It allows for flexibility in the researchers choice of
theoretical framework. Some other methods of analysis are closely tied to specific
theories, but thematic analysis can be used with any theory the researcher chooses.
RQ1: What are the characteristics of movie on Bukit Kepong’s tragedy that can
create an awareness of independence towards teenagers?
Strong spirit and determination to protect the country from enemy.
According to Nisa, the characteristic or the value of movie on Bukit Kepong’s that can
intrigue teenagers to become aware on independence are the strong spirit and the
determination to protect the country. If teenagers nowadays have a strong spirit and
determination in themselves to protect our country, the peace and safety of this country
can be maintain day by day.
“The main character of the story showed the strong spirit and determination to become a
policeman because he wanted to protect his country from being attack by the enemies”
Other than that, Amal have stated that the characteristic or the value of movie on Bukit
Kepong’s that can intrigue teenagers to become aware on independence was a good
relationship among each other can make people help each other in any kind of situation to
protect country from enemy. A good relationship is very important because, without a
good relationship, people cannot live in peace with each other in a place.
“The scene when the enemies attacked the police station, all the policeman fight together
to protect the police station. The value in this scene is, to show that everyone must to help
each other in order to protect their house, family and country”
Fika also said that a strong spirit and determination to protect our country are the two
popular characteristic that usually showed in the movie of Bukit Kepong from beginning
till the very end of the movie.
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“Awareness that can be seen in the novel of Bukit Kepong are the strong spirit and
determination that all the villagers shows to protect the police station in Bukit Kepong
itself. Other than that, the main character also shows the determination to become a
policeman and to protect his country from enemies.
Lack of patriotism, lack of interest towards the history of this country and expect the
peaceful and safety of the country are long lasting.
Nisa said that: “In my opinion, element of heroism and patriotism that showed in the
movie cannot bring awareness towards teenagers nowadays. It is because, teenagers
nowadays might be think that Malaysia already have their own systematic Security
Administration in which the department in charge to protect Malaysia from any danger.
Maybe there are only a few teenagers out there who still practice heroism and patriotism
in their daily life”
Aishah said that: “No. it is because, not all the teenagers nowadays completely
understood or interested towards the movie of Bukit Kepong. Other than that, for the
teenagers, they only think that Malaysia nowadays is already peaceful and safe. So, there
is no need to fight for the independent anymore”
Fika said that: “No. I don’t have any interest towards the movie of Bukit Kepong at all
because I don’t really like history of patriotism”
The character in the movie is the medium to deliver the message of the movie and also to
give the impact of the movie towards the audience according to the objective.
According to Amal, he decided to say that the characteristics that shown in a movie plays
an important role to reach the objective. Other than that, the role of the character also can
give an impact towards the audiences based on the movie. The impact that supposed to be
delivering to the audiences is patriotism. Bukit Kepong’s tragedy shows how the
policeman in the village fights for their country from the enemies.
“Yes, I do think so. This is because, the characters of any story plays an important role in
order to reach the objective, especially the main character. The objective of the story
depends on the effectiveness of how the characters in the movie play their role to reach
the objective and deliver the message of the movie towards the audiences”. Nisa also said
that, the character in the movie plays an important role in order to reach the objective. It
is because, if the character cannot plays their role according to the objective, big
probability, audiences will not understand what exactly the message that the movie try to
deliver. If the messages of the movie are failed to deliver, audiences cannot feel the
impact from the movie.
“Yes, because the character in the movie should plays their role according to the
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objective of the movie. Other than that, the characters also give the impact of the movie
towards audience through their role”. Fika also added that, to make the movie become
alive, they will need the character that can play the role professionally. It is because the
character should feel the soul of the role until they get the objective of the movie. If the
character can’t play the role in a good way, the audiences maybe not really understand of
what is exactly the message of the movie. “Yes, because the character itself is the
medium that will be used to deliver the message of the Bukit Kepong’s movie towards
the audiences.
RQ2: What are the elements in Bukit Kepong’s books that can contribute to
enlighten the independence awareness among teenagers?
Spirit of patriotism, love and bravery.
According to Fika, in her opinion, she can tell that the policeman portrayal the element of
bravery and the spirit of patriotism. It is because; they will fight with the enemies till the
end of the war only for their country. The spirit of patriotism should be applied towards
every policeman in this country. Other than that, the most important thing that should be
applied in every policeman is bravery.
“We can see that the scene where all the policeman has to fight with the enemies during
the enemies secretly attacked the police station. The policeman has to fight with 200
people of enemies. Through this scene, we can see that how brave the policeman in the
village. They will fight with the enemies till the end of their life in order to protect their
country”
According to Aisyah, other than the spirit of patriotism and bravery, she would like to say
that the element of love also can be seen in the movie. The love between husband and
wife, friends, neighbors, and also love towards their village. The love that has been
showed in the movie can be seen through the relationship among themselves.
Furthermore, the love towards their village can be seen when all the villagers protect their
village from being attack by the enemies.
“One of the scenes that showed the love element in the movie is, when the wife of the
main character of the movie going insane when she get news that said her husband was
died. She can’t accept the truth that her lovely husband passed away. He really love her
husband and she really need him. Fortunately, the news was not true. Her husband is still
alive”
Books can give a very details information about the story than the movie.
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According to Aisyah, she is the person who loves to read a book especially novel. She
said that, the book can make people understand about the objective of the story. It is
because; there is no limit on how many the pages of the book can be produce about the
story. Aisyah also said that the movie usually produce the story with incomplete details.
It is because, the movie must to follow the limitation of the time consuming and so on.
“I love to read a book. For me, the book can make me more understand about the
message and the objective of the story. Other than that, the book can give a very details
information than the movie. I just don’t want to missed any information especially when
the book is about the history to this country”
Amal also added that the book can make the story more effective in order to deliver the
spirit of patriotism towards the reader. The reader can feel the scarification of the
policeman toward their village during the tragedy of Bukit Kepong through the book. The
reader of the book can get the information completely. “For me, book can give me
satisfactions when I read about the story. Book can provide all the information about the
story from the beginning till the very end of the story”
Patriotism
Aisyah said that: “The popular element that has been showed in this story is patriotism.
As we know, these stories completely tell about how the policeman and the villagers fight
with the enemy to protect their village from being attack by the enemies”. Amal said that:
“This story obviously showed that the element of the patriotism is the main subject of the
whole story. it is also to create awareness towards the audiences about patriotism”. Nisa
said that: “The policeman is completely portrayal the element of the patriotism for the
whole story. They fight with the enemy to protect their country from enemy. Many of the
policemen died during the fight between the enemies. They scarified their life to protect
the village and also the country”. Fika said that: “The policeman, family, villagers and
the whole character that fight to protect their village and their country portrayal the
element of patriotism. It is possible to policeman to win without help from the whole
villagers. So, I might say that everyone that involve to fight for their country potryal the
element of patriotism”
RQ3: What are the preferable medium between books and movies in teenagers’
society nowadays in remembering best in Bukit Kepong’s tragedy that can create
independence awareness?
New media nowadays have an advance way to get the information faster and easier.
According to Aisyah, she would like to choose new media because teenagers nowadays
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are more likely to use new media such as Smartphone and other electronic devices all day
long and every time. So, by using the new media, we can create awareness among
teenagers on the topic of independence. “I choose new media because, new media
nowadays make us easier to find any information and also safe our time to search
anything about the information. Furthermore, we can reach all the information by using
our finger. For example, Smartphone or any electronic devices user can reach information
only by using their hand phone and others”
Fika also added, by new media, student can produce more detail research about Bukit
Kepong. Moreover, the students can gain the true story from new media regarding to the
story of Bukit Kepong. For example, they can search any interview from the people who
are involved in Bukit Kepong tragedy by using the internet such as, YouTube, blog and
website.
“I am the people who are love to surfing the internet. Furthermore, I usually use new
media to find any information because it makes my work easier. So, I would like to prefer
everybody who wants to do a research about Bukit Kepong using new media to get the
information. Instead of make our work become easier, new media can give us another
advantage in term of time consuming. We can safe our time by surfing the internet rather
than reading the book”
Visual in movie make the story become more alive and also can be watch by everyone
with every range of age
According to Hanim, by watching the movie, the story becomes more attractive rather
than reading the book. It is because, when it comes to an action, the story becomes more
alive. We can really feel the spirit of patriotism which all the character in the movie
trying to deliver. Other than that, most of the teenagers are usually love to watch movie
rather than reading the book. Only a few teenagers love to read the book, and they also
prefer to watch the movie to see the real scene from the story.
“I would like to watch the movie because through the movie, I can feel the situation of
the tragedy. All the character that plays the role in the movie makes the movie become
more alive and attractive”
As Amal added, she think that visual in the movie can be more attractive and make the
audience more understand about the situation that happen on the tragedy in Bukit
Kepong. Other than that, she decided to say that everyone with every range of age. For
the older people, they might not really understand the story by reading the book. So, the
other alternative to make them understand about the story is by watching the movie
themselves.
“For me, the older people might have some problem to understand the story by reading
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the book. Furthermore, not all the older people can read the book properly. But, by
watching the movie, they may be understand about the story through the action of the
character in the movie”
Nowadays, the combination between theory learning and visual learning can make
certain subject or issue become more attractive and interesting
Fika said that: “By only using the theory learning, the subject can be boring and not
interesting to be learned. But, by combining the theory and the visual learning, indirectly
can make the subject become more interesting. In learning process, we should use any
alternative to make our learner love to learn the subject or the issue” Amal said that: “In
my opinion, movie can also act as a teaching and learning tool because by visually, we
can really understand about what we are going to study. Combining the theory and the
visual learning can be one of the interesting alternatives in order to deliver information”
Nisa said that: “I would love to say that movie can also be one of the teaching and
learning tool. It is because, nowadays, some of the educational institution in this country
are already practice these kind of teaching and learning tool in their school” Aisyah said
that: “I was the student who is learning certain subject by watching the movie in school.
After the entire class watching the movie, we will have a question and answer session.
The question and the answer are regarding to the story that we have watch together. This
alternative was really successful and interesting. I love to say that movie can also be one
of the systematic teaching and learning tool in order to deliver information”
CONCLUSION
People nowadays especially teenagers should be have a strong spirit and

determination in themselves to protect our country, the peace and safety of this country
can be maintain day by day. Some of the respondents state that the characteristic or the
value of movie on Bukit Kepong’s that can intrigue teenagers to become aware on
independence are the strong spirit and the determination to protect the country which is
the main character in this movie showed the strong spirit and determination to become a
policeman because he wanted to protect his country from being attack by the enemies.
However, some of the our respondents are not interested at all to watch or read or to
know more about Bukit Kepong’s tragedy. May be some of them do not interested to
know about the history of patriotism. So, this research shows that many of the teenagers
are still lacking of the patriotism, then how could they want to make sure that Malaysia
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will be always safe and peaceful? Lack of interest towards the history of this country and
expect the peaceful and safety of the country are long lasting. Besides, the character in
the movie is the medium to deliver the message of the movie and also to give the impact
of the movie towards the audience according to the objective. So, due to the previous
point, the character in Bukit Kepong’s movie or book play an important role to deliver a
patriotism message to the audiences so that the audiences can feel the impact of the
movie. Nowadays, as a Malaysian who love to live in peaceful and safe country, and then
we have to applied the patriotism in our life. This is because; there are too many negative
things which is trying to destroy our country. Some people will be delighted when they
see the people in this country quarrel among themselves. Apart from that, our research
also stress about comparing either the audiences will be preferred books or movies. Then,
most of the respondents agree that books can give a very details information about the
story than the movie. If we can see the book can make people understand about the
objective of the story compared to movie because usually movie do not have publish
details about the story and at the same time, the movie also have to follow the limitation
of the time consuming and so on. There are many of moral values that we can find out
from Bukit Kepong’s tragedy. This story obviously showed that the element of the
patriotism is the main subject of the whole story. It is also to create awareness towards
the audiences about patriotism. We have to fight the enemies that are trying to destroy
our country and protect our country so that we can live in peaceful although we have
varieties of region in this country. As we know, people nowadays more prefer to choose
new media as the preferable medium in remembering best on Bukit Kepong’s tragedy
which is can create independence awareness. New media nowadays make us easier to
find any information and also save our time to search anything about the information
regarding the Bukit Kepong’s Tragedy. To do research regarding to this topic, we can
search any previous interview from the people who are involved in Bukit Kepong tragedy
by using the internet such as, YouTube, blog and website.
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THE IMPACT OF DIFFERENCE BETWEEN “TANGGAL 31” AND

“MALAYSIA BARU” TOWARDS NEW GENERATION
Zul Hakim bin Zulkifli, Muhammad Afiq bin Noor Huzaili, Muhammad Aizad bin Noran,
Nadhira binti Mohd Dhaki, Siti Athirah binti Md Yusof, Nurul Nadiah binti Azuha, &
Fakhrulnizam bin Jafri
The basis of this research is mainly about media and independence. The researchers
choose music as the main subject of the media to search for differences between old song
and new song. The researchers’ topic is “The Impact of Difference between ‘Tanggal 31’
and ‘Malaysia Baru’ Towards New Generation”. In this modern generation, most of the
people especially young adults are not aware of the meaning of patriotic songs in the
lyrics. Comparing the old and new songs of independence, the old songs has more
meaningful words that people could appreciate the meaning of independence as the new
songs are less in creating the same approach. The people could not get the message that
the singers is delivering as the tune and melody are very different in old and new songs.
This may also include on how the composers create and compose their songs to be
listened to its public. Furthermore, the difference of the song may be affected by the way
the singers present their song. So in this research, the researchers are trying to find out,
how to interpret whether the song has its patriotic quality in the lyrics? and how the new
generation determine the values of patriotism between old and new song? What is the
main purpose that causes new generation to listen to patriotic songs? The method that
will be used to conduct this research is in-depth interview, with open-ended questions
that will be distribute to the participants to be answered and analysed for the findings of
this research.
Keywords: Independence, Patriotism, Music, Songs, Lyrics.
INTRODUCTION
Media are not just considered as keys to everyday life in the twenty-first century (Press &
Williams, 2010). Living life with the media use is quickly becoming one of the universal
conditions of life in the developed and developing worlds, crossing cultures, social class
and racial lines (Press & Williams). Omojola, O. (1994) corroborates that “music as an
integral part of life was used in such day-to-day activities as a means of disseminating
information of societal interest and arousing emotion; for important occasional events
like initiation, rituals and coronation”. Music is composed and performed for many
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purposes, ranging from aesthetic pleasure, religious or ceremonial purposes, or as an

entertainment product for the market place. Music also plays educative, historical, and
communicative roles in the society at any given time (J.O. Adeoye, 2013). Patriotic
music falls under songs for social control since it addresses directly, the social life of the
people in the society and the need to be tolerant with fellow human beings regardless of
one’s tribe, religion, language, custom and tradition. (J.O. Adeoye, 2013).
RESEARCH QUESTION
RQ1: How to interpret whether the song has its patriotic quality in the lyrics?
RQ2: How can the new generation determine the values of patriotism between the old
and the new patriotic songs?
RQ3: What are the main purposes that cause the new generation to listen to the patriotic
songs?
Recording Industry Association of Malaysia (RIM) can get benefit from this research
paper as they can take action in filtering the songs and the lyrics that will be published to
the mass media. They can observe the lyrics of the patriotic songs so that that they can
make sure that the lyrics for the patriotic songs that the composer has created contains a
very patriotic meaning and can attract the new generation to listen to the new patriotic
songs.
Apart from the authorized makers, this research is also benefited to the composers and
the song writers as they can get to know what are the effects of the patriotic songs they
had and will published. This research is important for them as they are the responsible
people that need to ensure the patriotic songs created are not being too modern until it can
lost the patriotic spirit to the new generation listeners. They must follow the ethics in
producing a song, so that the songs will be meaningful patriotic songs.
LITERATURE REVIEW
Emotions in music
Music, like language, can both express and induce emotions. With language we can boost
emotions for example when were mad or sad, music influence our mood. Filmmakers and
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marketing executives make use of the connection between music and emotion, either to
enhance a melody in a song. Songs are special in that they comprise both melodic and
lyrical information (Bonnel, 2001). Scientifically proven that wave of songs influenced
our mood. The effect of music on various cognitive tasks, which has been widely
demonstrated, is explained by music’s effect on mood and arousal because it can induce
multiple responses – physiological, movement, mood, emotional, cognitive and
behavioural. Music evokes emotion, and has been used experimentally in numerous
studies to create positive and negative mood.
Music Generates Sense of Patriotism
“ Many believed that instrumental and vocal music could strengthen the sense of national
belonging, foster religious devotion, and promote domestic happiness ”, Celikkol A.
(2007), Victorian Poetry, Volume 45 , Number 3. Music is an important tool that can be
used as a propaganda vehicle in spreading and delivering messages or instils ideas to a
mass population. The lyrics in a song can be modified to fit messages for whatever
criteria or propaganda and in this research it is to study the criteria of patriotism in the
song that are being listened by the audience. Almost all of the country in the world has its
own national anthem and some might think that it is just a song but not everyone realised
that that national anthem has a power that could strengthen the sense of national
belonging .The power of music are known to the government and in the spirit of
increasing the sense of patriotism.
Elements of Patriotism
According to Georgios Varouxakis (2005), the previous authors of a journal, Matthew

Arnold and John Stuart Mill said that it was part of being a good patriot to strive to
improve the way one’s country was perceived abroad, to make its voice heard and
respected, and all this for the right reasons, for commendable achievements, distinctions
and contributions to the common fund of civilization, which other nations would
recognize as well. A patriotic person will try to make their country look good in the eyes
of people abroad. According to Georgios Varouxakis (2005), religion is also inextricably
linked to the attitude towards ‘patriotism’ and ‘humanity’Attribute of humanity came
from religion. Thus, from humanity it teaches people about patriotism. When talking
about humanity, it means that there are no discriminations towards people with different
skin color or race. Everyone in the world should be treated as one family. We shared and
use everything equally without any biased.
Content in Patriotic Songs
Patriotic music it contains elements which can create the mood and also play with our
emotions. It cannot be delivered through words as it sometimes did not give impact to
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people’s feelings. According to English Dictionary for Advanced Learners (2007), the
word patriotic is from the word patriot and it means a feeling of strong love, respect, and
duty towards one’s country while the word patriot means someone who has strong
feelings of love, respect, and duty towards his or her country. Patriotic music is the
musical composition that evokes and provokes the feel of love or zeal in order to defense
the one’s country or respect, and duty towards country. People in this time usually do not
know how the previous people live before. Patriotic songs contain the history of previous
time and tell about what happened to those people before independence. In order to help
people understand the song, they must be provided with some details with specific
events.
RELATED THEORY
In this research, the researcher used agenda medium theory. Medium theory is the name
assigned to a variety of approaches used to examine how the means of expression of
human communication impact the meanings of human communications.
Joshua Meyrowitz originated the term in his 1985 book, No Sense of Place. Other
scholars with work relevant to “medium theory” include Marshall McLuhan (1963, 1966,
1988) and Neil Postman (1985). Currently, medium theory occupies a marginal position
within U.S. communication and media studies (Croteau & Hoynes, 2003:305). The
majority of U.S. communication and media studies place their emphasis on the content of
communication (e.g., sex and violence) not the medium of communications. In Canada
and elsewhere, the theory continues to inform studies that assess large-scale social
changes that follow the adoption of a new medium. German Media Theory operates along
similar lines and draws some influence from McLuhan, though it occupies a more central
location in German academia.
METHODOLOGY
Based on Ashley Crossman (n.d), interviewing is a qualitative research method in which

the researcher will ask open-ended questions orally and records the respondent’s answers.
It can be done face-to-face and also through telephone call. In handling this research, the
researcher will conduct interviews with the informants as the interviewees. The questions
that will be asked are open-ended questions to get to know their opinion about the topic
of the research.
According to Ashley Crossman (n.d), a purposive sample is also known as judgmental

sample. Purposive sampling can be very useful for situations where the researcher need to
reach a targeted sample quickly and where sampling for proportionality is not the main
concern.
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RQ1) How to interpret whether the song has its patriotic quality in the lyrics?
According to Daiyan Trisha (2014), a quality patriotic song is all based on the
characteristics of a true Malaysian. The way they present themselves should be portrayed
throughout the songs. In other words, no props or any other features needed to portray a
quality patriotic song. The composition of the songs and lyrics should be determined
based on the history so that people could feel the spirit of patriotism before
independence.
According to Fatin Syahira (2014), they must have a storyline in the lyrics so that
the listeners can actually connect and understand the meaning of patriotism. The
differences between the old and the new patriotic song based on the lyrics are the old
ones have simpler melody and full of patriotism value rather than the new one. The
respondent agrees that the usage of words in the lyrics portray the spirit of patriotism.
The elements that a composer should use before creating the lyrics of a patriotic song that
will give big impact towards the listeners is the story and the melody whether they are
acceptable towards all kinds of ages.
According to Khurul Ain (2014), a quality patriotic music depends on some

characteristics contained in the lyrics itself which have a good verse composition and also
keen interpretation on patriotic words. Such as an old patriotic song, it has very powerful
words in its lyrics because it was poetically composed. In that case, the words rhymes
with the melody and makes the song sounds perfect and also giving patriotic spirit.
One of the most important things in creating a song lyric is the usage of words in
the lyrics itself that should portray the spirit of patriotism. Every words give different
impact towards the listeners of the song. Some songs can give awareness of what is tried
to be delivered by the composer. When it comes to composer’s job, there are some
elements they need to know before creating the lyrics so that the song gives a big impact
towards the listeners. The composers must look at who are the target audience, whether
the audiences are young or old. Different age levels of people interested in different style
of songs. So, the composer must be careful in creating lyrics. Apart of that, it is depends
on the music genre.
RQ2) How can the new generation determine the values of patriotism between the old
and the new patriotic songs?
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The values of patriotism between the old and new patriotic song depends on the
period of time. New generation can determine the songs which has the most patriotism
elements through the lyrics and melody (Daiyan Trisha, 2014). Most of the new
generation prefer the old song as the lyrics are more meaningful and has the impact
towards remembering what had happened before the country reached independence.
The respondent explained that the new generation will understand the real
meaning of patriotism, depends on the way they are educated. School activities and self
wants are the main factors that attract new generation to listen to patriotic songs. The old
version points out more patriotic value than the new ones is what makes the teenagers
choose whether to listen to the old or new version of the patriotic songs (Fatin Syahira,
2014).
Basically young generations already have a good thinking skill. Thus, according
to Khurul Ain (2014), the young generations mostly understand what the real meaning of
patriotism is. However, not every single thing they know about independence and
patriotism. In choosing a song to be listened, there are factors that attract them to listen to
that song such as the good music and good song vibes. The music and melody give a big
impact to the listener’s feeling while listen to the song. Old and new patriotic songs use
different ways to deliver the song. Through those differences, the young generations
know how to determine the values of patriotism in the songs.
According to Khurul Ain (2014), the young generations or teenagers will choose
to listen whether to old or new patriotic songs based on the pronunciations in lyrical
composition. Besides, they choose songs that have melodically balance. These
characteristics attract them to listen to what is tried to be delivered by the composer.
Every single word can be very meaningful to the listeners and if the presentation of the
song is good, means that the song has its own value. According to Khurul Ain (2014), in
her opinion, the old version of songs gives more imagination on what had happened
before and after the Independence Day. This is because old song is written by old people
which have a possibility have experience being in situation before independent or know
little bit about the time before independence. Thus, they knew what really happened on
that time and they tell their experience through the songs.
RQ3) What are the main purposes that cause the new generation to listen to the patriotic
songs?
According to Daiyan Trisha (2014), new generation listen to patriotic songs

because they what to feel the spirit of patriotism especially during Independence Day.
The new generation are drawn towards music rather than politic issues. The approach are
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more interesting through artistic way. Throughout the songs, they can learn to appreciate
the warriors that have fought during wars and understand the true meaning of patriotism
and independence (Daiyan Trisha, 2014).
The old song is more preferable to listen to because it is more familiar and widely
known. By listening to the patriotic songs will instil the patriotic spirit in us because
when we listen to the lyrics it gives us the idea of what it feels like to live in an
independent country (Fatin Syahira, 2014). The respondent added that the storyline itself
and the way the lyrics portray the story can change someone’s personality or perception
towards their country. Slow rhythm needs to be used in the patriotic songs so that it can
attract the new generation to listen to the songs and at the same time inject the patriotic
spirit towards them and people can understand the lyrics better and that differentiate the
old and new patriotic song.
According to Khurul Ain (2014), she prefers to listen to ‘Demi Negara’ song
because to her, the melody and lyrics of that song were composed brilliantly. So, it
attracts her to listen to that song. To her, by listening to patriotic song, it can instill the
patriotic spirit in us. In patriotic song, usually it tells about the history before
independence. Thus, to know more about the country, songs play an important role as an
alternative to know our own country.
Patriotic songs can change someone’s personality and perception towards their
country through the meaningful words contained in the lyrics. Besides, patriotic songs
give inspirations towards the young generation in order to keep the country peace and
calm. It also gives the teenagers courage to protect what they already have at this time
and would not let others to command their own country. In order to attract teenagers to
listen to patriotic song, the tempo and melody of the song must be suitable so that it can
give the aura and positive feelings towards the listeners. Sometimes people easily
affected through fast and high tempo so that it gives spirit feelings towards them. But
sometimes people like to listen to slow tempo which can touch their feelings. In short,
everything depends on the creativity to make it suitable with the songs.
CONCLUSION
As a conclusion, the media plays an important role in instil the patriotic spirit among the
new generation. Through the patriotic songs, the songs can instil patriotic spirits to the
new generation if they know which patriotic songs they want to listen to. According to
our respondents, the quality of the patriotic songs depends on the lyrics and the story
behind the songs. If the usage of words and the story behind the songs have such an
impact towards the new generation it can be a very powerful and meaningful patriotic
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song. This can be applied to the new version of the patriotic songs. If the usage of words
in the lyrics of the modern patriotic song is right on point the songs can for sure instil the
patriotic spirit towards the new generation. Other than that, the respondent also said that
they would prefer to listen to the old patriotic songs eventough most of them are the new
generation. The reason is because they said that the old patriotic songs have more
powerful lyrics and the stories behind the songs they can imagine about what had
happened during the past. They also said that the old patriotic songs give more impact to
them. Thus, they knew what really happened on that time and they tell their experience
through the songs. In other words, the new generations should listen to the old patriotic
songs so that they can get inspired to create another memorable patriotic song that will
give the same impact like what the past patriotic songs have did to them. It is important
for the new generation nowadays to know the value of patriotism and to know the story
behind Malaysia independence.
REFERENCES
Bella, S.D., Peretz, I, Rousseau< I and Gosselin, N (2001) ‘A Developmental Study of

the Affective Value of Tempo and Mode in Music’, Cognition 80: B1-B10.
Bonnel, A.M., Faita, F., Peretz I and Besson M (2001) ‘Divided Attention between Lyrics
and Tunes of Operatic Songs Evidence for Independent Processing’, Perception and
Psychophysics 63: 1201-13.
David G. Hebert, Alexandra Kertz-Welzel Ashgate Publishing, Ltd., 2012 – Education –

183 pages.
Frederic Harrison (1880) ‘Empire and Humanity’, New York, Macmillan
Georgios Varouxakis (2006), ‘Patriotism’, ‘Cosmopolitanism’ and ‘Humanity’ in

Victorian Political Thought.
Herbert Spencer (1873) ‘The Study of Sociology IX, The Bias of Patriotism’, The
Contemporary Review.
J.O. Adeoye (2011) ‘Patriotic Music A Tool for Sustaining National Security in Nigeria,
Journal of Science and Science Education, Ondo.
John E. Bodnar, Princeton University Press, 1994 – History – 269 pages.
Kim Holster, (2008), Patriotic Music in Curiculum Massachusetts Music News, Fall
2008.
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Macmillan English Dictionary for Advanced Learners (2007): Macmillan Publishers Ltd.
United Kingdom.
SUB-TOPIC 6:
MEDIA AND ART
THE ROLES OF MELAKA HARI INI (MHI) IN PROMOTING MELAKA’S

PROMINENT PLACES
Nurul Syuhaida Binti Ariffin, Nur Shereen Binti Mohd Anuar, Nur Syahida Binti
Harun, Eizaz Syafiqa Binti Ayon, Siti Nabilah Binti Ahmad, Mohamad Abdul
Ghaffur Bin Mohamad Zahari
Presenter: Nurul Syuhaida Ariffin
Local media is vital to create a vast increase in economic nowadays. The economics of a certain
state depends on how many people from the state or an outsider spend their income and
contribute to its economic growth. This can all happen when the media successfully channel
information about the exciting places, propagate every positive vibes and attract more visitors.
Without the media such as newspaper, television and radio, none of this is possible. From here, as
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clear as it seems, media is the utmost used method in spreading word. Thus, apart from
explaining how important the media towards the economic growth, this paper will explore
specifically on how Melaka HariIni (MHI) is crucial when it comes to promoting exciting places
in Melaka, Malaysia. The research method that we will use is mix methods that consist of
qualitative and quantitative. A group interview will be conducted consisting of four students; few
sets of questionnaires will be distributed. All of the data collected will then be analysis using
thematic analysis and content analysis. From this research, we will find out that MHI is important
in promoting Melaka’s prominent places, student’s thought of MHI after reading MHI, The
relevance of MHI towards Melaka’s economy when there are news promoting the prominent
places and investigate the types of news information in MHI to promote Melaka’s prominent
places.
Keyword: roles, Melaka HariIni, promote, local, prominent, places
INTRODUCTION
Background of study
Melaka has transformed from a little fishing village to an international to an abandoned

outpost and the recent resurgence as a tourist jaunt. Melaka was named UNESCO World Heritage
Sites based on their history trails of trade dating back 500 years ago.
However, this historical town was not only listed because of its architectural and historical multi-
cultural as well as colonial influences but more importantly for their living heritage (Advisory
Body Evaluation, 2008).
Engaging the media, there have the importance of local media in promoting Melaka as a
famous place because media coverage is a great way to reach wide audiences and show people
how the transforming people’s lives, it enables to promote and raise awareness about this
historical place.
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According to MHI (2012), Melaka Hari Ini (MHI) was founded in 1982 by Kumpulan
Karangkraft but being bought over by MHI Sdn Bhd. It is a state government company that is
operating at Rumah Media Melaka in Ayer Keroh. With the slogan of Akhbar Komuniti
Anda (Newspaper for Your Community) it features many activities that are being held in Melaka
RESEARCH OBJECTIVES
RO1: To know why Melaka Hari Ini is important in promoting Melaka’s prominent
places.
RO2: To know how frequent Melaka Hari Ini promotes Melaka’s prominent places
RO3: To know whether the local tourist aware or not to Melaka Hari Ini bulletin in
promoting Melaka’s prominent places.
1.6.1 Policy
The Melaka State Government can use this research paper to find out whether Melaka Hari
Ini newspaper has a significant impact in promoting Melaka’s famous places. Furthermore, the
Melaka Hari Ini newspaper also can get information from this research paper such as they can
monitor their important roles in promoting Melaka’s famous places as well as being the potential
channel for discussion and feedback from the public about the newspaper.
1.6.2 Practice
There are some practices that can follow when using the local media as the medium in promoting
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the culture and heritage of the community.
Be responsible for what you write

Be authentic
Consider your target audience
Avoid in being judgmental
The concept of community should be understand
Respect the copyrights and be fair when using it
Remember to protect confidential information
LITERATURE REVIEW
2.1 The roles of media in today’s world
According to Shakeel (2013) as cited in The role of media in today’s world (2013) media
monitoring in promoting and delivering information is as necessary as the important things such
as food and clothing. In today’s world, beside the social media, media plays an important role in
delivering information, in fact, it’s the only medium to deliver information to the society.
According to Shakeel (2013) as cited in The role of media in today’s world (2013), society
is influenced by media in so many ways. It is the media for the masses that helps them to get
information about a lot of things and also to form opinions and make judgements regarding
various issues.
Media since the establishment of the history of reporting, writers seemed to fight for news
(Sutter (2001) as cited in The Social costs of media feeding frenzies). According to Pushparaj
(2012) as cited in The roles of media (2012), it is a part of the media role to report the news faster
and more informative than their rivals.
Media makes the society keep updated and informed about what is happening around them
in the world (Shakeel (2013) as cited in The role of media in today’s world (2013). It is really
important for the content of the news to be as informative as possible. (Pushparaj (2012) as cited
in The roles of media).
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Media reporting has been increase when events and occasions occasionally occurred in a
certain places (Sutter (2001) as cited in The Social costs of media feeding frenzies. According to
Sutter (2011), the fast reporting of an event has been caused by the competition of other medias.
2.2 The roles of media and their responsibilities
There are various purposes of media such as delivering information about entertainment,
education, public awareness, and promoting (Pushparaj, 2012 as cited in Role of media).
According to Pushparaj (2012) as cited in The roles of media (2012), media’s duty is to inform,
educate and entertain people. Media has a strong social and cultural impact upon society because
of its inherent ability to reach large number of public.
According to Pushparaj (2012) as cited in The roles of media (2012), media has become a way to
trading and marketing products and services. The media claimed to be governed by righteousness
and equity, but greed and self-aggrandizement has poisoned its virtues. (Pushparaj, 2012 as cited
in Role of media (2012).
One of major duties of media today is to inform the people about the latest happening around
them and the world (Pushparaj, 2012 as cited in Role of media (2012). According to Pushparaj
(2012) as cited in Role of media (2012) media cover all aspects of interest like weather, politics,
war, health, finance, science, fashion, music, etc. The need for more and more news has evolved
into creation of dedicated TV & radio channels and magazines. People can listen, watch and read
latest news whenever and wherever they want (Pushparaj, 2012 as cited in Role of media (2012).
According to Sutter (2011), as cited in The social costs of media feeding frenzies, open access to
stories and events lead to feeding the reporters to reporting frenzies. The important of a story
varies across news market (Sutter, 2011).
Ownership of a story also causes the media reporting frenzies, as this can be seen because when a
good event is held, reporters will enthusiastically report the stories in order to attain ownership in
the media industry (Sutter, 2011, as cited in The social costs of media feeding frenzies)
Agenda Setting Theory
The Agenda Setting Theory was first introduced in 1972 in Public Opinion Quarterly by Drs.
Maxwell McCombs and Donald Shaw. This theory was developed as a study on the 1968
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presidential election where Democratic incumbent Lyndon B. Johnson was ousted by Republican
challenger Richard Nixon (Amber 2012). According to Dr Lane, 2001, this theory is good at
explaining why people with similar media exposure place importance on the same
issues. Although different people may feel differently about the issue at hand, most people feel
the same issues are important.
The researcher decide to use this theory because the more frequent and prominently the news
media cover an issue the more instances of the issues becomes accessible in audiences memories.
Thus from here, MHI should frequently use news of the same scope in promoting Melaka to stick
the perception in their mind that Melaka is the best place to spend time or having holidays.
METHODOLOGY
Our unit of Analysis is the unit of analysis for this research paper is the local media
that promote the Melaka’s famous places.
Thus, In order to complete our research, researcher conducting a group interview, consisting of
four university students in the same courses
As for the interview, it was carried according to the group started with simple questions
to warmed up the session at a calm and quiet place. Provided with the same questions, consisting
open-ended and close-ended questions, the informants are also advised to give any opinions
coming after listening to the questions for the researcher to gain more input.
According to this research, all data collected are from a group of informants which consists
4 peopl. This will analyze and report the pattern within the datas collected. Each of every single
answers will be recorded and given by the informants. Every answer provided by informants will
be write down which is known as transcribe. After it is transcribed, then will have to go through
the trancribed sheets of each informants and will group them into specific group and sub-group
which will result as our findings. All of their views and opinions from the related questions will
also be taken note.
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4.1 RQ1:Why Melaka Hari Ini (MHI) is important in promoting Melaka’s prominent places?
4.1.1 Melaka Hari Ini (MHI) is the official newspaper to spread the news in Melaka state
4.1.2 Melaka Hari Ini (MHI) is the only reliable source in promoting Melaka’s
prominent places
4.2 RQ2: How frequent Melaka Hari Ini (MHI) promotes Melaka’s prominent places?
4.2.1 the newspaper is printed out daily
4.3 RQ3:Do local tourist aware to Melaka Hari Ini bulletin in promoting Melaka’s prominent
places?
4.3.1 the tourists completely are aware of Melaka Hari Ini (MHI) as it is distributed widely
in Melaka state
MEDIA’S ROLE IN PROMOTING THE VALUES OF MORALITY THROUGH
WAYANG KULIT
Eleena Rashidah binti Khalid, Nadzirah Amira binti Mohd. Affandi, Aiman Maisarah
binti Yahya, Nur Aisyah binti Yaakob, Teh Athirah binti Mohamed Yusof, Nur Suraya
binti Mohamed Fuad
Presenter: EleenaRashidah Khalid
Abstract
This study seeks to understand and investigate how the media manages in promoting moral values
through the art of WayangKulit. WayangKulit or Shadow Puppetry is now known as a forgotten
art. Recently as WayangKulit has been reinvented to attract people we have decided to deepen the
research in learning whether or not has the media done its role in reintroducing WayangKulit and
its moral values found. This research will also emphasize on the perception of others of different
eras especially on the perspective of the younger generations. This will be done through
interviews. This paper is done based on the understanding of the society on WayangKulit as it is a
form of art through the puppets’ movements throughout the story that is being told by the
puppeteer. This will also help in studying how influential the media could be to the society
regarding culture, art and values and also on how the media would spread the moral value found
through WayangKulit.
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Keyword: Role, Media, promote, morality, wayangkulit
INTRODUCTION
“Wayang Kulit” is known as a traditional theatre form that brings together the playfulness of a
puppet show and the mysterious quality and charming simplicity of a shadow play (Fredericks,
2011). The word “wayang”, according to Sheppard (1986) are referring to the word bayang, the
Malay word for shadow, meanwhile kulit known as skin. During the performance, the puppeteer
will act as the storyteller or also known as Tok Dalang who will manipulate the figure or patung
by gliding the figures between the hanging lamp and the screen, and at the same time will speaks
all the parts and changes his voice to suit each character with occasionally added short songs
sequence (Sheppard, 1986).
Wayang Kulit or better known as Shadow Play Theater is considered to be cultural product which
has a significant impact not only in the aspect of entertainment, but also education, as well as
rules of conduct. However, many have agreed that this once popular culture art is receiving its
decline in today’s society. One of the main reasons is there have been no significant attempts
made at preserving this important traditional art form. In today’s modern urbanization, the market
is busy testing and inventing new technologies and interactive gadgets rather than preserving
traditional art culture. They claimed that the traditional games and cultures are old and outdated.
Therefore, many young generations does not even have a clue of what shadow puppet is all about.
Moreover, the difficulty in disseminating the technique of puppeteer is also one of the major
problems faced by the traditional wayang kulit. The art of puppeteer has been traditionally passed
down to direct descendents of the master puppeteers. However, the fellow puppeteers no longer
practice this system, as most of the young generations of the descendents are reluctant to learn
and be part of the traditional art form. The older generations of practitioners are also unwilling to
share their knowledge with outsiders.
Furthermore, research have also shown that the majority of younger generations today show little
interest in traditional arts because they are more engrossed in new and advanced technologies,
which they think are more better and in line with today’s modern world. It is an absolute
unfortunate to see that many younger generations are not very concerned in carrying out and
expand this traditional art form. Therefore, home environment plays a vital role in shaping and
nurturing the younger generations’ interest and passion in promoting and bringing wayang kulit
to the next level.
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RESEARCH OBJECTIVES
RO1: To identify the ways of the positive moral values that is promoted through Wayang Kulit.
RO2: To study the society’s understanding in the moral values captured through Wayang Kulit.
RO3: To know the perception of today’s young generation towards Wayang Kulit.
Policy
Ministry of Information and Culture is now known as the Ministry of Communications and
Multimedia Commission (KKMM). Its Vision is to become a leading 1Malaysia based National
Principles for the creation of a nation through the medium of information, communications and
culture.
Their objectives are to disseminate information on the philosophy, policies and national programs
effectively to produce knowledgeable, informed and cultured noble towards 1Malaysia. Besides,
it is also for localizing the arts, culture and heritage through arts and cultural activities towards
1Malaysia. Human capital with knowledge, creativity and innovation are also among their
objectives. At the same time, it will help the new generation to know and appreciate “Wayang
Kulit” as an art form.
Practice
This research can be used as guideline to inform and convince people especially to the teenagers.
This research can help them to know more about Wayang Kulit and know how to appreciate it as
an art in our culture. Ministry of Communications and Multimedia Commission (KKMM) can
give more information and do some activities related to Wayang Kulit to attract the attention of
teenagers. At the same time, they will enjoy and learn the moral values that are presented in
Wayang Kulit.
RELATED THEORIES
The theory that is most compatible with our research is cultivation theory which is the one that
studies media effects. According to cultivation theorists that television or all kinds of media
viewing can have long-term effects that gradually affect the audience. Their primary focus falls
on the effects of viewing in the attitudes of the viewer as opposed to created behaviour(Gerbner,
G. & Gross, L. 1976).
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According to Daniel Chandler, cultivation research looks at the mass media as a socializing agent
and investigates whether television viewers come to believe the television version of reality the
more they watch it. Our research here uses social network as opposed to television as we want to
know how it can pull the users of the media to watch “Wayang Kulit”.
Those who watch television more have the perception that real world is similar to the world
presented in television dramas (Gerbner, G and Gross, L 1976), in our research we relate how
media could influence the idea of accepting the traditional and cultural art to the younger
generation.
According to, Kyung Moon and Dr. Joe Blaney (2007) the cultivation theory, television
messages influence the behavior of individuals. Cultivation effects between heavy viewers of
television and light viewers. Media nowadays are heavily used by the young generation and what
they saw, read or hear all comes from the internet.
Thus the theory could really explain the extent to which television "teaches various facts about
the world”, of extrapolations from those "facts" to more general images and orientations, and of
the incorporation of the lessons into viewers' personal assumptions and expectations. (Gerbner, G
and Gross, L 1976). This results in better understanding of the media (television) that the media is
here to stay and blend in with the culture to less cultural resistance and be a uniting tool among
the people. (Raul R. 2003)
LITERATURE REVIEW
A Global Impact of the Survival of Wayang Kulit
According to Siew Lian Lim (2012), culture has been shared, borrowed, and stolen from
one another through trade, invasions, intermarriage and natural immigration. This makes the
process of cross culture exchange natural especially in the Asian countries (Lim, 2012). Upon
finding the origins of shadow puppetry or also known as Wayang Kulit in Southeast Asia it was
found to an abundance of cultures of Hinduism and Javanese traits and yet with the mixture of
Siamese and traditional Malay cultures specifically from the Kelantan region (Lim, 2012).
Though the recent globalization that has been at hand, it was found that not only has
globalization put an impact upon economics and politics but also growing into cultures, namely
shadow puppetry (Lim, 2012). From ideas to art, music and even food of crossed cultures have
been rapidly distributed throughout each culture (Lim, 2012). Shadow puppetry being a mixture
of folk culture and at the same time a kind of art as it tells traditional stories from its movements
(Lim, 2012).
The survival of Wayang Kulit in the earlier days were to attract the little ones in telling old
folklores and in the end teach them lessons and convey moral values (Lim, 2012). Nowadays, to
maintain the survival of shadow puppetry in the globalized world, it has now adapted a little of
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American culture to keep it to the current era (Lim, 2012). This will keep the stories alive and
relatable (Lim, 2012).
The Media’s Role in Promoting Moral Values
According to Nicholas Russell (2005), assumptions of that a wide range of social values
and behavioral practices are learned from the ideas and images conveyed by popular television
entertainment, glossy magazines, internet websites, music videos, consumer advertising, feature
films, and news reports. It is thought that the media is capable of influencing moral standards
such as attitudes towards the family, marriage and divorce, orientations towards sex roles, support
for gender equality, and tolerance of sexual diversity, and beliefs about appropriate ethical
standards in public life, as well as shaping broader religious values, beliefs, and practices
(Russell, 2005).
As the media regularly exposes its conveyed messages through its medium it is believed
that it has given a cumulative effect upon moral values and behavior (Russell, 2005). It gives a
particularly influential role especially to young children and adolescence in their transitions to
adulthood (Russell, 2005).
It is believed that moral values and social norms are shaped by media messages (Russell,
2005). The media has depicted many cultures to promote its cultural values and uniqueness
(Russell, 2005). Thus through this many of the cultures present themselves in an art form such as
dancing, music, and even religious rituals (Russell, 2005).
Media present its roles in order to promote the morality found or conveyed through the art
form of the cultures (Russell, 2005). As exposure of morality is important to shape the society
especially the younger generations, the media being the most influential medium has a major role
in exposing morality to the people (Russell, 2005).
METHODOLOGY
The methods used to complete this study are to identify the unit of analysis, to classify the proper
informants for this study, to study the perspectives of the informants regarding the chosen topic
and to observe such behavior towards the wayang kulit.
Wayang Kulit has been identified as the unit of analysis as it is the ‘what’ that will be
studied. Wayang Kulit is most suitable as it is the main idea that gives most impact in the
research done. The unit of analysis is important in a sense whereby the researcher would not stray
from the actual topic which is to find the whether or not wayang kulit has managed to get through
its moral values with the help of media.
As for purposive sampling, it is done to classify the informants. Six informants have been
chosen to clarify the research. Six informants have been categorized into 3 groups which are the
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puppeteer, the media and the society. It is best to categorize the informants as their knowledge
upon wayang kulit differed.
During the interview, each group of informants has been asked somewhat similar questions
to better our findings on the research. Questions were not entirely the same as the informants
were of different backgrounds and a variety of answers were needed for the research to be
completed.
Lastly, an observation was done on all informants upon the art performance of wayang
kulit shown. It was done to observe how others perceive wayang kulit at the end of a show,
whether or not do they feel that after watching wayang kulit has it affected each of them. To
observe if they practice what has been conveyed by the art performance.
The methods used to help complete the research have managed to collect great information
from the informant. It was found that with different knowledge of wayang kulit, the answers to
the given questions did vary.
Questions given to the puppeteer were more in-depth compared to the media and the
society. It was found that puppeteers find that with the help of media especially when
broadcasted, wayang kulit could definitely receive a handful of acceptance. Even they feel as if
wayang kulit is a dying art and they believe that to revive it they are in need much help from the
media to recreate a better image to attract the younger generation and to help spread the values
that has been conveyed to the younger generations.
The media on the other hand also received different questions. And from the study we have
managed to conclude that the media have been trying to revive all traditional dying art especially
wayang kulit as it is one of Malaysia’s best memorable traditional arts. “Although it is old
fashioned but its values still remains strong, and we would like to help the fellow puppeteers to
convey the message that has been sent through this beautiful art” said an informer. The media
believe that as a strong influencing medium they have done their part in promoting moral values
of wayang kulit to the society.
Lastly, the society were divided into two groups which are the adults and the teenagers.
This is due to the fact that adults have knowledge on wayang kulit and teenagers have too little
knowledge about wayang kulit or maybe no knowledge at all. The adults have agreed upon the
exposure of wayang kulit through media as they claim that “it’s good for the kids”. However,
when similar questions were asked to the teenagers, the teenagers too agreed but asked at first
what wayang kulit is all about. Some may have heard of it but has never watched it. These
teenagers felt as though with or without wayang kulit their life value would not change. As for the
adults, they felt that the moral values from the wayang kulit “could teach the kids a thing or two
about moral values”. While some teenagers that have knowledge on wayang kulit agrees on when
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wayang kulit is promoted through the media it would help in teenage moral development as the
media is the major influencing medium.
HOW THE ART OF ARCHITECTURE CAN ATTRACT TOURIST IN MELAKA USING

MEDIA EXPOSURE
Fatin Syahira Samsuri, Mimi Syaqirah binti Rosli, Hafiza Rina binti Jemain,
Nurzufaraain Binti Zulkepli, Najihah binti Azhari
Presenter: Zyarina-ZyaZulkifli
Abstract
This research is to study the connection between the art of architecture in Melaka and media
exposure towards tourist regardless of their ethnic, age, race, and nationality. The types of
architecture in Melaka are unique because of the past history. Melaka is the capital city of the
Malaysian state of Melaka and it was listed as a UNESCO World Heritage Site thus making
Malaysia visible in the eye of the world. Due to past history, Melaka was left with old buildings
that have specific sentimental value that makes the tourist interested to come over and visit. The
main attraction of Melaka is the architecture of the buildings. But how does the tourist
acknowledge the art of Melaka’s architecture without media exposure? This research is to find
out how effective and what kind of media type is better in attracting tourist. This research will use
qualitative research.
Keyword:
INTRODUCTION
Background of study
Due to people’s preference to seek out uniqueness, including that of traditional cultures, heritage
tourism has become a major area of tourism demand, which almost all policy–makers are now
aware off and concerned to develop (Richards, 1996). Heritage tourism, as a part of the broader
category of “cultural tourism”, is now a main pillar of the budding tourism approach of many
countries (Richards, 1996).
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Americans’ interest in traveling to cultural/heritage destinations has increased recently and is

expected to continue (Hollinshead, 1993). This trend is evident in the rise in the volume of
travelers who seek adventure, culture, history, archaeology and interaction with local people
(Hollinshead, 1993).
The numbers of tourists entering Melaka increases every year. An average increase of almost
20% of tourists visit Melaka anually was revealed between the year 1999 to 2006. They spend an
average of 1.77 nights per person. In the period of a year, as many as 70.3% domestic tourists
came to Melaka; and the foreign tourists comprised 29.7%. In the year 2007, 6.0 million tourists
came to Melaka, compared to 5.1 million tourists in 2006. By the year 0f 2013, the number of
tourists who came to Melaka has reached to 19 million. (Laporan Pengurusan Pelancongan
Melaka,2012)
Architecture in a media culture: Thanks to iPhones and other technological advancements, it

seems we’re connected to a computer at all times thus are able creating awareness regarding the
art of architecture and expanding the beauty and the info throughout the world (Eisenman, 2008).
It is, the travel agent agency and advertisers that plays the most important part in constructing
popular perception about destination (Cannel, 2008). The media is the source to approach tourists
and build their interest (Cannel, 2008).
The development of Islamic art and architecture in the Malay world were closely related to its
historical and cultural background (Azizul Azli, 2010). The pre-Islamic period of animism and
Hindu-Buddhism until the rise of Islamic Kingdom in 13 century molded the Malay world-view
th
in developing its own culture and tradition (Azizul Azli, 2010).
When the Dutch conquered the city in 1641, Melaka became secondary as a trading port to
Batavia (Jakarta), and much of the Portuguese and Indian population left. However, the Dutch
were committed and particularly methodical in their urban planning of Melaka. They
standardized their material of choice, brick; building lines were defined; foundation, party walls
and drain construction were inspected; and industrial zoning was implemented. Though they
destroyed much of the pre-extant Portuguese architecture, many of the Dutch buildings still stand
(Ee & Joo, 1983).
The medias are heavily involved in promoting. Media are not all equal. Some media are suited for
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specific roles. It is important that we have a good understanding of which media are good for
what. (David Crouch, 2005)
In addressing the connection between the media and tourism they are definitely connected. At
another level it is suggested that overarching and necessary independence between tourism and
the media exist. This is explored through the notion of the tourists imagination by the media in
our daily life such as films, books, televisions, newspapers, and photography (David Crouch,
2005).
Media is needed in promoting a culture in order to maintain and make the heritage
acknowledgeable by the public. Advertising and historical periods of sustained propaganda
suggest that media influence can be substantial but it is never determined in advance by how
much and what ways (Rhona Jackson, 2005).
RESEARCH OJECTIVE
RO 1: To study the various types of architectural art in Melaka that can attract tourists around the
world.
RO 2 :. To study the reasons how the architectural art in Melaka attract people around the world.
RO 3 : . To define the channels that is suitable in order to expose a larger part of the
architectural arts in Melaka to tourists.
DISCUSSION AND FINDING
RQ 1: What type of architectural art in Melaka that attracts the tourists?
Based on the results from all of the informants, the type of architectural art in Melaka that attracts
the tourists the most are the heritage buildings. Every building in Melaka has its own element of
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history and culture that delivered through the architectures. The uniqueness in each building
attracts tourists to come and see it in front of their eyes. Plus, the architectural art in Melaka is
deemed as amazing because of the com ation of different cultures and heritage as Melaka were
once colonized by different sectors of Europe. On the other hand, Melaka also were known as the
UNESCO country.
RQ 2: Why does the architectural art in Melaka attract tourists
The tourists are actually amazed by the art of architecture in Melaka because of the com ation of
different cultures and heritage from various parts of the world. Moreover, the tourists agreed the
art of architecture in Melaka is very unique on its own way. The uniqueness of architectural art of
buildings in Melaka has impressed the tourists as they are aware of the history, culture and
heritage of Melaka through the art of building architectures in Melaka itself. Every building in
Melaka has its own element of history and culture that delivered through the architectures as each
of the building has it owns story from many hundred or thousand years ago and still can be shown
until today. It’s like a storytelling but only through the building. The history from thousand years
ago has what made Melaka now as the World Heritage Sites by UNESCO in 2008.
RQ 3: How does the architectural art of the Melaka reach the tourists through the media
exposure?
Based on the all of the answers from the questionnaires obtained, there are many types of
different media coverage that can be used to expose the architectural art of Melaka. Though, there
are few types of media that are found best to be used in disseminating the information as well as
promoting about the architectural art of Melaka. To sum it all up, few of the best media’s
exposure has been used to reach tourists is the Internet (social network) and television
advertisement. This is related to the information and many images or videos of Melaka city can
be shared through online as well as be aired globally. In this case, not just people in the country
but people from around the world can obtain much information they need about Melaka if they
ever want to go for a vacation.
CONCLUSION
With the rapid growth of the media through various channels such as the Internet (social
network), a variety of tourists from all around the world would be exposed to the historical and
architectural art of Melaka. With the clever placements of advertisements and the messages that
intrigue the curiosity of the viewers, they would be enticed enough to visit Melaka to see the
architectural art themselves.
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Tourists also appreciate the types of architectural art of Melaka buildings that has a twist of
heritage and culture. With each building has its own history, tourists are interested in learning its
background.
PATRIOTISM THROUGH HISTORICAL LITERATURE: THE ROLE OF HISTORY

TEXTBOOK IN SECONDARY SCHOOL AMONG SPM CANDIDATE IN MALAYSIA
Noor Suaidah Binti Mohd Arif, Wan Nur Aisyah Binti Darsani, Nadjwaa Binti
Nasaruddin, Nurul Aida Bt Azhari, Ariff Nur Ilham Bin Nordin, Muhd Qairil Fiqrin Bin
Rosnan
Presenter: Muhammad Amanullah b. Yatim
Abstract
History is a subject that particularly nostalgic as it bound about life and what has happened in the
past. Considering this fact it is without question history has a big impact in shaping one’s reality
and self-identity. In other aspect, schools in Malaysia have been extensively used textbook to
propagate the history of the country. Therefore there might a correlation between the use of the
textbook and history lessons and eventually the patriotism value in one’s self. It is crucial to
explain this, as the textbook has been known as a must pass subject for SPM candidates, therefore
there just might an importance to know exactly sure, how a history textbook being taught to
students in school and to provide with an ample of opportunity to explore the past and to produce
a better nation without dou In this research, the study will focus on how does the medium used in
class; provide values and comprehension of the past for the students, and is this relatable to
produce a patriotic citizen. The study is set in a school in Melaka as to focus on a narrow subject
and will be analyze in both qualitative and quantitative study.
Keyword:
INTRODUCTION
Background of study
Malaysia has gone through many phases of maturity over the years, reforming many areas that are
essentials in promoting a better nation. This includes the education, where young leaders are
being taught how to man their life, and to produce a better generation than it ever has before.
Looking into perspective, History textbook used in school might be the epitome of shaping a
patriotic mind.
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According to Pamir (n.d), it is almost impossible to come up with a uniform definition of

patriotism. An ideological movement aimed at attaining and maintaining the identity, unity
through social cohesion and autonomy of a “nation” or peoples united under a “national” banner
(Smith, 1991). In this contemporary era, nationalism has a broad meaning from being the defining
ideology of political distinguishing between the progressive and reactionary forms of nationalism
(Pamir, n.d).
Pamir mentioned that it would appear then that the drive for self determination, which has acted
as the principal inspiration for many modern day nationalist movements, challenges the
legitimacy of the state by placing in question its claim to represent the popular will of nation.
The standards movement has resulted in state standards for Malaysia history and world history
which are quite content specific, requiring students to develop higher-order understanding based
on a foundation of factual knowledge. Textbooks are an important source for that content. A good
textbook counts the efficiency of knowledge that is very highly structured.
One of the most useful tools an instructor possesses is the textbook (Lamphear, 2000). An
important conclusion of researchers during the past fifteen years is that the availability of
textbooks in schools in developing countries is associated with student achievement. Students do
better on tests when there textbooks in the classroom (Fuller, 1987).
PROBLEM STATEMENT
In this study, the researcher may ask the students whether the book is visually appealing which
involves illustrations. The complexity of the content in the textbook is in question. The authors
may have to consider the level of understanding the usage of a standard language in textbook
among students. The writing style in the textbook is one of the factors. Some very good books
have relatively few graphics; others make extensive use of illustration, graphs, charts and maps.
To be concluded, the students are typically better served by teachers who go beyond their
textbooks than by those who follow their books closely. In this study, the teachers who followed
their textbooks most closely were the teachers who placed the most emphasis on applications and
conceptual understanding.
RESEARCH OBJECTIVES
RO1: To know role of history textbook in secondary school among SPM candidates in Malaysia.
RO2: To understand the way moral value in History textbook is being delivered among SPM
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candidates.
RO3: To understand student’s perception towards Malaysia after receiving historical lesson.
LITERATURE REVIEW
2.1 The importance of literature
A student, who may not see the reflection of his culture in a literature, may believe that they have
no value and little importance in society and in school (Bishop, 1992). Having literature, it is
equally important that students learn to analyze literature critically; question themselves to find
out what they believe about race, class, and gender differences; and read literature closely to
discern the meanings given to difference in our society (Hade, 1997). Banks (1993) also
suggested that learning literature will help to form a knowledgeable, caring and active citizen in a
deeply troubled polarized community and nation.
Understanding and acceptance of a common humanity are always at stake when literature is being
in perspective (Priebe, 2005). A teacher who incorporates literature into their curriculum expose
students to viewpoints and experiences that can broaden a young adolescent’s vision of self and
the world (Landt, 2006). Literature has the capacity to enter our lives, to interact in what we
already know and believe, and perhaps even to change us (Salvner, 2001). Following numerous
adventures and characters in a literature it opens up to whole new discovery (Landt, 2006). He
further elaborates that literature propose a new way of development to young minds, no a static,
narrow vision, but a spectrum of perception and possibilities. This views are perceive the same as
Stover (2000) which views literature as a path for young adults to experience others life, thus
inspiring them to become better.
Providing a multitude of perspectives through literature at this point in student’s life is an

effective way to help facilitate their engagement in self and social understanding (Ford, Tyson,
Howard, & Harris, 2000). Literature can open doors to other cultures and introduce students to
ideas and insights they would otherwise not have encountered (Landt, 2006). Literature mainly
the classics has “the power to transform understanding… [and] allow us to enter into another
person’s experience and to feel it as if it were our own” (Mazer, 1993). In a very specific way,
literature can help students to explore the lives of people whose cultures are different from theirs
(Bauman, 1997).
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Patriotism in a Nation’s Growth
Patriotism is defined as love for one’s country and devotion to its well-being. For a country to
grow better as an established nation, patriotism is highly essential as the main catalyst. We see
many great nations, such as Japan, Germany, France, and many others, stand strong with highly
patriotic citizens.
Patriotism is a virtue in part because it sustains human communities, which are essential to human
flourishing. The ancient Greeks had no trouble understanding this. They recognized that the polis
could be fatally endangered (P. Cafaro, 2009).
Strong sense of patriotism may sometimes lead to contempt towards outsiders, but it may prove
necessary to make the community and the nation itself independent, and able to stand for its own.
Human beings naturally seek community and find meaning in projects larger than themselves (B.
Barber, 1996). When they are depending on their own community, they are growing up as well,
instead of being in a community, which consumes foreign advancement that is sometimes in
absolute contrast with their own culture.
Cultural assimilation may sometimes destroy the unique identity of the original culture and
slowly fades out the tradition after several generations (Thoreau, 1973). In recent cases, we can
see youngsters are prone to copy foreign culture and trends. Many youngsters seem to know and
imitate K-Pop dances and some other foreign trends. But when asked about zapin or joget, they
were almost clueless.
Our nation will never grow if we did not grow them ourselves (P. Cafaro, 2009). If we only look
up on foreign trends and ignore our own, nobody will care to even notice the existence of our
culture and it will forever stay primitive.
Everybody knows that Patriotism requires love towards country. Yet, people do not usually
consider patriotism in seriously relation to love (E. Callan, 2006). If given light, this issue is
rather simple but it is vital in a nation’s growth.
Cultivation Theory
Theoretical explanations for this relationship mechanism are cultivation theory, which posits that
people’s view of social reality is modeled by the media (Gerbner, Gross, Signorielli, Morgan, &
Shanahan, 2002). In support of this theoretical model, Cheung and Chan (1996) found that
extensive media usage was positively associated with the endorsement of materialistic values in
their large sample of adolescents in Hong Kong.
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Research Framework
Patriotism through historical literature: The role of History textbook in secondary school among
SPM candidates in Malaysia.
Role of history textbook in secondary school among SPM candidates in Malaysia.
The way moral value in History textbook is being delivered among SPM candidates.
Student’s perception towards Malaysia after receiving historical lesson.
Units of data analysis
So, based on case study, the units analysis for research is the secondary History Textbook as
media that we wanted to know the role of Secodary History Textbook and study how the moral
value in history textbook are delivered among SPM candidates, students feel after study the
textbook and how delivering a message in history textbook enhance true self of the patriotism.
Sample
Purposive sampling
For focus group the researcher will conduct the sample or that focus group that consist of 3
students and a teacher from Sekolah Menengah Ghafar Baba and an officer from Institut Kajian
Sejarah dan Patriotism Malaysia (IKSEP).
The informants of the research are:
Dato’ Aziz Aziz Ujang (Pengurus Besar IKSEP)

En Mohd Jafri Hassan ( Ketua Bidang Kemanusiaan)
Nurul Najihah Abu
Syed Rafael Syed Rafi
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Muhamad Harimin Haris
In order to complete the research, the researcher will conduct the in- depth interview with the
focus group or informants to know more about the case study.
In-Depth Interview
Interview session conducted in meeting room of SMK Ghafar Baba and for Dato’ Aziz, interview
session conducted in his room. After that, researchers interviewed them individually and asking
question that related to the objective of the research around 30 minutes.
During interview session, the researcher recorded the conversation through voice recorder, other
than that, during interview session, the researcher observed the body language of informants, the
voice intonation and the words they use during responding us.
Questionnaires
Questionnaires serves four basic purposes to collect the appropriate data, make data comparable
and amenable to analysis, minimize bias in formulating and asking question, and to make
questions engaging and varied (Steward, 2009).
For this research, we are prepared the list of question for interview session that related to the case
study around fifth teen question according to the research objective.
3.2 Data Analysis Strategy
3.2.1 Thematic Analysis.
According to Braun and Clarke (2006), the thematic analysis is identifying, analyzing and
reporting pattern within data. It organizes and describes date set in reach details (Braun & clark,
2006).
FINDINGS
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Findings & Discussion
History textbook is the case study for this research, which is we are as researcher study the role of
textbook , the moral value of the history textbook towards SPM candidates and the last one is
patriotism among student.
So, the result of the research after analyzed the respond of interview session with informants, the
majority said the best medium to spread the information about history of the country.
Based on the result that we get, the informants also agreed about the history textbook as a
foundation for history appreciation which is through this medium, the student can know more
about the history of the country and be more appreciating to the country. History textbook also
telling the students the condition of the country during British and Japan colonize the country.
Other than that, through the interview session the most of the informants said history textbook is
important as a reference for everyone especially for student to study the history of the country.
All facts in the textbook are reliable and accurate to be referred by everyone.
Besides, through thematic analysis of the research also showed the moral value in History
textbook is acceptance among informants especially for students at SMK Ghafar Baba, they said
the moral value of textbook help them to think more about the —s studied, but there is student
said the style of writing in History textbook must be change to make student more clear about
information that have to be deliver.
In addition, the History textbook also taught the new generation to be more patriotic. Most of the
informants said through history textbook they can get the message and practice in their daily life.
According to our informants patriotism is very important to help the development of the country,
if the people do not love their country, it will affect the country itself. According to them, the
patriotic value that they get from the textbook taught them to love and save the country.
Everything they do in their daily life is about patriotic.
RECOMMENDATIONS
Referring to the findings made by our researchers, it can be concluded that the Form 5 History
textbook has the pros and cons of its function as one of the medium to learn about history of
Malaysia. Some of the recommendations suggested to improve the textbook are reform of the
content of the textbook itself, doing extra outdoor activities or outdoor learning and using
advanced technologies as a way of teaching the subject.
The problem with some students did not have interest in learning the history can be overcome by
the way of teaching itself. Instead of using the verbal way of teaching, they can use a better and
advance style. For example, they can use videos or audio files to teach the students. This is
because students nowadays have more interest in technologies and gadgets rather than reading the
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books. Movies about history should be filmed more such as the film Ln. Adnan so those young
generations nowadays are aware about the history. Through these ways, the learning of history
can be much more interesting and understandable to students.
CONCLUSION
Therefore, it is hope that with the completion of this research, it will help of those in need,
especially how it affects our community and the authority or any organization that are involve in
education and patriotism cultivation among Malaysians.
From this research, we can say that textbook as medium is a strong medium to propagate
the message to cultivate patriotic value, but these days, the textbook alone will not be able to do
this without the aids of other types of medium such as the new media or the internet.
THE ROLE OF POSTER IN ADVERTISING IN PROMOTING A MOVIE
AIDIL FAHMI BIN AZMI, AMIRUL IZHAM BIN SHAHRUDDIN, MUHAMMAD AMIR RAFFIQ
BIN MANSORUDDIN , MUHD AIZZULDIN BIN NOLSAM, NUR AIN SYAHIRAH BINTI
MOHD DARUS, SITI NABILAH BINTI AHMAD KAMALI
Presenter: Amirul Izham Shaharuddin
Movie posters have been used since the early age of the film industry. Filmmakers especially,
rely so much on movie posters because of the efficiency that movie posters offer in advertising
their films. Thus, it made posters and advertising carry parallel objective in promoting a movie.
This research is focusing on the role that posters play and how effective they are in advertising
and promoting movies. We are determined to get this issue solved by targeting an individual from
advertising and moviegoers in Malaysia.
Keyword:
INTRODUCTION
2.1 BACKGROUND OF STUDY
Since over a century ago, movie posters have been needed excessively in the film industry.
Nothing can deny the effective role of posters in promoting a movie. Movie posters have been
used since the earliest public exhibitions of film. They began as outside placards listing the
programmed of short films to be shown inside the hall or movie theater. By the early 1900s, they
began to feature illustrations of a film scene. Even until at the very moment, movie posters are
still so relevant in the industry. It has been since, posters and movies are tied closely together, and
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speak with one voice (Roger Tan, 2009).
Posters are also highly related with advertising. Advertising with posters presents a number of
problems and opportunities that don't exist with other media. Posters not only command you to
act now, but create a memory peg that you will use to act on at a later time. The most obvious
example of the application of poster advertising is at the movie theater, especially since the
evolution of the multiplex. People are greeted by dozens of posters everywhere, vying for
attention.
The evolution of advertising using posters was inevitable; almost anything you could buy had
been advertised on posters. Posters were colorful and they were ubiquitous. They were cheap to
produce and they really grabbed one's attention. So it was natural that filmmakers would turn to
posters as a means of arousing curiosity (Kirby McDaniel).
RESEARCH OBJECTIVE
R.O 1. To study the effectiveness of posters in advertising in promoting a movie.
R.O 2. To investigate how posters help to promote a movie.
R.O 3. To determine the factors that a poster has to have to attract people to watch the movie.
Policy
This study relates to the law of our nation's safety, enacted by the Ministry of
Communication and Multimedia. They are entrusted with the role of promoting and regulating the
communication and media laws in Malaysia. Its primary role is to implement and promote the
government's national policy objectives for the communications and multimedia sector.
Other than that, on the social regulation which includes the twin areas of content development as
well as content regulation; the latter includes the prohibition of offensive content as well as public
education of content-related issues.
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In addition, before the publishing of movie posters itself, the government has to make sure that all
movie posters are law-abiding. As for example, the posters should not be sensational and
containing racism elements, pornographic, nudity and more.
Practice
Movie advertisers can gain benefit from this research paper as they have to make sure that the
movie posters are attractive, following all elements needed in a good movie poster.
Apart from that, parents also play a role that they should be aware of movie posters to make sure
which movie is actually suitable for their children.
Finally, movie goers should support the film industry as well as advertising by patroning movies
based on how good the posters are.
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RELATED THEORY
The theory that is related to this research is Magic Bullet Theory. Developer of this theory
is Katz & Lazarsfield (1955), stated that the mass media could influence a very large group of
people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages
designed to trigger a desired response. He also states that the magic bullet theory suggest that
media message are injected straight into a passive audience which is immediately influenced by
the message (Katz & Lazarsfield, 1995). Posters are the most influential medium in advertising as
it carry most of the important messages that gives huge impact to a particular event or product.
This theory can be closely related to our research as we are focusing on a case study of
advertisement and movie posters.
The reason we choose Magic Bullet Theory for this research is because movie posters, as
print media, has a direct effect and known as the most influential medium in advertising and
promoting its movies. We are surely believed that Magic Bullet Theory is suitable in studying the
role of movie posters and its effectiveness in advertising in promoting movies.
LITERATURE REVIEW
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Element of movie poster in a movies.
According to Andrew (2009), the previews or poster for upcoming movies that looks
interesting can sometimes generate just as much as excitement, especially if the movies is long
awaited movies like Harry Potter or Star Wars. Movies poster are advertisement and the goal of
movie poster is essentially is to sell the movie or to make it you want to see the movie (Andrew,
2009)
Besides that, Mcdougall (n. d.), also stated that the poster may have the movie title in big and
bold fond and also the images of the movies attractive actor are usually featured. In addition, the
actor names are probably included somewhere in the movies poster to remind you that has a big
stars in the movies (Mcdougall, n.d.). Design, color and fonts that used to appropriately reflect the
mood and tone of the film is also apply in a poster (Mc dougall, n. d.)
Another example of element in a movie poster is using iconography, which is they presenting the
themes in a film without resorting to flat out saying what it’s about (Webdesignpot, 2011).
Webdesignpot, (2011) cite that interest could also be the important element in a movie poster,
which is using an image that that provides viewers with an idea of the story is the great idea.
With so much riding on a film success, film poster has become an important element in
marketing the movies. The film poster that been used in modern released nowadays have been
establish a key element that have contributed towards their success (Webdesigndepot, 2011).
Studies also revealed that the visual element on a movie could convey powerful message.
Webdesignpot (2011) cite that the best poster may make you anxiously anticipated the upcoming
movies compared to the worst ones that will not being able to give persuasive effect at all.
METHODOLOGY
In-Depth Interview
In-depth interview is considered as ‘conversation with a purpose’ (Pang, 2006). It can also be best
employed to ‘build a stock of explanation’ to answer basic questions (Pang, 2006). Interviews are
made to accomplish several goals; (1) understand the social actor’s perspective; (2) infer the
processes of interpersonal relationships; and (3) understand ‘distinctive languages’ like jargons,
vocabularies and other forms of speech used by actors in their natural settings (Pang, 2006).
To complete this research, the researchers conducted interviews with informants or interviewees.
The questions that have been asked were open-ended questions as the researcher seeks opinions
and point of views towards the topic of research. Other than that, semi-structured type of
questions also will be used to relate the answers from informants with the topic of research.
A) Thematic Analysis
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According to Braun and Clarke (2006), thematic analysis is identifying, analyzing and reporting
patterns within data. It organizes and describes date set in rich detail (Braun & Clark, 2006). It
goes further and interprets various aspects of the research topic (Braun & Clark, 2006).
The interview data was analyses through a transcript of listed questions and answers from
research questions sub-questions. These were examined through theoretical lens and categorized
in specific themes.
INTRODUCTION
• Background of study
• Definition of freedom of expression in art
Based on Office of The High Commissioner for Human Right (2013), freedom of expression in
art is right of all persons to freely experience and contribute to artistic expressions and creations,
through individual or joint practice, to have access to and enjoy the arts, and to disseminate their
expressions and creations. This report addresses laws and regulations restricting artistic freedoms
as well as economic and financial issues significantly impacting on such freedoms.
• Independent music
According to Seraphina Lotkhamnga (2008), since the term, “indie” derives from “independent,”
there are many music lovers who strictly define indie music by what type of label the artist works
with. An independent record label is purely a record label that functions without the association to
or finance from a major record label.
• Writing in Malaysia
Based on Asiart Archive (2010), art lovers in affluent and progressive societies today are
privileged with the opportunities to attend artistic events happening concurrently and
simultaneously at different localities. This is indeed true for Malaysia. The profusion of visual art
activities from national institutions and commercial galleries presents a bevy of local and regional
artists, with the occasional insertion of international figures.
• Theaters in Malaysia
According to Carmen Nge (2003), Malay language theatre today can be better appreciated if one
understood its historical underpinnings in the last five decades. Despite its short history, Malay
language theatre practice in Malaysia is rich and complex. Broadly speaking, its history can be
divided into the early years which shortly before independence and lasting all the way up to the
late 1960s; the post-1969 decade where theatrical experimentation in all guises significantly
influenced the Malaysian creative arts scene which the period of Islamic revivalism in the 1980s
and the current scene today.
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• Problem statement
• Many good quality of art which is art in music, writing and theater lack of exposure
and stay underground
We as a group notice that many amazing talent or in other word art lack of exposure. These
amazing arts prefer to stay underground and seem to be so comfortable with that situation. The
question is, is it these particular arts want to stay underground or they are still trying their hard to
get exposure? As you all know exposure is exposing the incredible local and international talent
in the queer community. Problem like this seems to be critical since people are not aware of
which one is the truth.
• Mass media does not give full coverage towards certain artists.
Media is the main role to give full coverage towards artists in order to make them become more
successful and well-known. However, what about certain artist those lack of budget? Will they
still deserve to get full coverage due to this matter? Like the famous quote that we have heard
“No money, no talk”.
• Certain arts stay independent because societies assume that it would be bad influence
towards youngster.
Clearly freedom of art expression means the particular art free to express through the art itself but
somehow they have to stay underground if societies have the idea that their art is no good for
young generations. For example, nude pictures as portrait, cursing words in songs will somehow
become bad influence.
1.3 Research Objectives
• To identify the influences of arts expression in Malaysia
• To identify the differences between mainstream and underground scene in
Malaysia
• To clarify the main factor on why our local artists has not globally or
publicly exposed
• To suggest some solution on how to make our arts industry grows fonder.
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1.4 Rational of the study
Act as an eyes opener for everyone on why most of Malaysia artists cannot stay longer in this
industry and public may also realize that there are so many talented underground artists, but
somehow they cannot go any further due to lack of exposure by the media
1.5 Scope of the Study
1.5.1 Policy
Can be used by the Ministry of Art and Culture as a reference to produce more systematic system
and make sure more local artists can be exposed by the media.
1.5.2 Practice
Use by the public and students as a reference for future research
METHODOLOGY
2.1 Subject
For this research, we will be using qualitative interview as our research method. We will
interview 10 respondents which seven of them are from public opinion and another three
respondents who are related to the art field such as local musicians, representative from theater
and writers. We choose to interview them because we believe they will give the perfect answers
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for our questions that will make our research successful.
2.2 Population
For our interview, the location and population of our interview session will be held area Kuala
Lumpur. We will interview seven citizens to get their opinion on our topic and three respondents
who are art practitioner.
Group respondent from industries will be divided into three categories which are music industry,
theatre and also book writer. This is because based on our topic, we research about the influence
media towards art expression in Malaysia, these three of categories of industries is suitable to
research on, because it close to public and the way they exposed it.
2.3 Data Analysis
2.3.1 Interview
To analyze the data, we will collect all of our respondent’s answers and result of our interview
from art practitioner. The interview will be recorded and analyzed to determine patterns of
response by the participants. We will make the answers tally with our research objectives. All the
commentary will be included in the evaluation report.
We are going to interview art practitioner because they are the most important person on created
art to satisfy their own audience. Based on our research, about freedom of art in media field, they
are the person suit to answer the entire question since they are in the situation how the media field
works. For example, most of these art practitioner like to maintain and keep their art underground
instead of expose it same level as mainstream media and why all this happen?
To make it balance, we will going to interview public also, so that our research not bias. Public
opinion is important to explain whether they prefer underground media or mainstream media and
their opinion is important to make it as reference and collection data in this report.
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3.1 Answer for art practitioner in music
The meaning of arts expression by Fahni, a member of a symphonic black metal band, known as
Triumph of Fire is an art in many kind of form and the people is free to choose their kind of art
expressions. On the other hand, his opinion about art expression in Malaysia is that the
Malaysian's mentality is low, and they did not appreciate the local art practitioners, because most
of them buy the pirate materials only.
In the music scenes in Malaysia, there are differences between the mainstream and underground
scene. Based on his thoughts, he stated that , he differences between the mainstream media and
the underground scene media is, the mainstream scene always play or turn on the mainstream
music such as the rave party music because it is acceptable by society.
Nowadays, our local music scene are not so popular by our Malaysians listener, the reason is
because the Malaysians do not support their local music scene, except for the Indonesians, which
they support their local music scene 100%.
Most of Malaysians said that the underground scene is always affiliated with rebellious actions.
According to Fahni, he denied it, because, the public itself is being controlled by their stereotype
mind.
3.2 Answer for art practitioner in writing.
Speaking of exposure, Akram stated that in media basically strong marketing such as Jemari Seni
give positive impact towards producing books in huge demand. In this era of globalization,
people prefer to read in internet, for example, Twitter and Facebook as their references.
Meanwhile, in writing ethics, writers must follow the guideline but Akram once said, “It depends
on our target audience to choose what they want to read”.
As for art practitioner, art expression in Malaysia come out with different style of writing. Based
on his opinion, it is their freedom to convey the story due to the demand of audiences on how
they supposed to fulfill reader’s satisfaction. The uniqueness and variety of the writing are also
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main attraction for publishing the book in higher quota.
He then concludes, in order to grow globally, writers need to maintain their relationship with the
readers where readers give feedback so that writers can improve their writing skills. By
improving the writing skills, readers will follow and promote the books to their friends since the
intimacy can change readers thought.
3.3 Answer for art practitioner in theater.
Same with writing field, theatre field divided into two categories which is mainstream and
underground but the different is mainstream they more depends on sponsorship and all their
works and art must follow sponsorship requirements. Theatre at Istana Budaya is one of the
examples of mainstream theater in Malaysia and they must follow all the guideline and rules that
had been stated by Istana Budaya. Different with underground scene, they more freedom on
expressing their arts because they do not depends on any sponsorship and basically they prefer
fiction story and story regarding people nowadays lifestyle that more close with their audience.
Talking about the different of exposure between underground scene and mainstream scene of
theater, Aloy explain that budget is the main reason why underground scene of theater lack of
exposure by media to compare with mainstream, they got less budget on creating a theater same
level with mainstream scene. Besides, underground don’t have a strong relationship with mass
media to advertise their new event, they only depends on media social network such as Facebook,
Twitter and any other social network account.
In addition, these underground scenes on theater production find their own way to make sure they
are not lagged far from theater industry, they have their own alternative theater place at Taman
Budaya, Panggung Sari, DBKL or they joining any theater festival to promote their theater, but in
certain festival they tied with the rules and regulation.
Lastly, theater practitioner hopes in another 10 years, theater field will be more successful and
concept of mainstream and underground will not be manipulation by any groups of people, and
for Paradoks Production itself, he hopes they can have their own cinema and can increase the
price of their ticket, it is because price of tickets shows success of their theater and they can gain
many profit.
3.4 Answer from public
Specifically for this task we had interview several public for their opinion that related with art
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expression. The interview held on last 20th December 2013 around Kuala Lumpur. As the result
many people aware the meaning of art expression itself. However, they have different ideas on
the limitations of the expressions. For example, some of them prefer art expression should be free
to express without limitation and some prefer art expression to have sensitivity due create the
beauty of art.
Furthermore, in term of art in alternative or mainstream, majority prefer mainstream since it

already famous and well known. It seems like not everyone aware of the existence of talent in
alternative scene. In that case, majority people prefer to mainstream music, theater and also
writing. In their opinion alternative scene did not try hard enough to seek media exposure in order
to be on the same level as the mainstream. Anyhow, everyone that had been interview believe that
art in Malaysia can go fonder or expand to a better level with enough effort and also with ideas
that not cliché. Majority of them suggesting that art practitioner in Malaysia should think out of
the box, give huge positive impact and change the audience’s mentality.
CONCLUSION
In a nutshell, art practitioners should create more products and maintain their art skills because
nowadays, teenagers especially are tend to express themselves through arts. In order make our
arts industry grows fonder, our next generation have to support our underground scene. It is not
too exaggerate to say that in ten years from now, our local scene will be much improved and will
be accept by the society. Plus in this new era of globalization, people are just one click away from
their interest. They just need to stumble and all the information needed is already there, on the
Internet.
Media especially should pay more attention and give more exposure or coverage towards local
artist because there are a lot of good art that can be highlighted from our local artist and the most
important thing is, mass media should not be stereotype. By expressing the feelings through arts
will give more satisfactions to the art practitioner themselves and also to the audience. We have
to change our mind towards underground art practitioners and support their artworks so that 10
years from now, arts scene in Malaysia will be advanced to the next level.
REFERENCES
Social-media-influence retrieved from http://searchcrm.techtarget.com/definition/Social-

media-influence. Retrieved on 16th December 2013.
Artistic Freedom retrieved from

http://www.ohchr.org/EN/Issues/CulturalRights/Pages/ArtisticFreedom.aspx. Retrieved on 16th
December 2013
Arts freedom retrieved from http://artsfreedom.org/?page_id=9. Retrieved on 16th

December 2013.
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SUB TOPIC 7:
MEDIA AND CULTURE
The Roles of Media in Enhancing Martial Art (Silat) To the Highest Level
Presenter: Nazirul Razman b. Abd Rahaman
This research paper is aboutThe Roles of Media in Enhancing Martial Art (Silat) To the
Highest Level. Focused on the topic of Malay martial art this is known as ‘silat’ that
being Malay traditional practices to be one of the self – defends among practitioner. We
want to stress on the topic the media roles on how to make ‘silat’ being well known
among the teenagers about the heritage of Malay custom in defending their old tradition
for the next generation. The purpose to do this research is to discover on the importance
to enhance the image of ‘silat’ and to identify people perceptions towards ‘silat’ and their
comprehension about ‘silat’ to make it be well known in world eyes. The significance of
study is focusing on The Ministry of Information, Communication and Culture, which
govern a source of information spread to the public. This is to contribute for our country
heritage to uphold national culture will also use this research paper. The data collecting
method in finishing this research is in depth interview with several informants. We have
approached informants from different background to get their opinions regarding our
research. From the interviews, we have found that ‘silat’ is not only Malay martial art
that oblige magic and superstitions in their ritual but also can be an important part to be
implemented as the custom in self – defending among their practitioner.
Keyword:
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INTRODUCTION
Background Of Study
Today, with the development of various types of sports with participants competing
under specific regulations, silat also needs to have competitions which have a set of
specific regulations. It is best if the regulations of the silat competition are uniform, if
they do not endanger the participant and if the participants have good sporting’s spirits.
Besides that, safety should be emphasized because it will instill confidence in and love
for the silat competition. We use the knowledge of silat not only to defend ourselves from
attack but also to attack our opponent thus preventing him from causing harm to us.
These attacks can be carried out with hand and legs such as punching, hitting, kicking
and others. The attacks and defenses must be well – planned to achieve the maximum
effect such as the opponent cannot proceed with his attack. At present silat, is a kind of
sport which uses the trainer agility by attacking and defending himself. This is the
product of a combination of the knowledge of silat and art in the form of warrior’s dance.
The dance movement found in silat involves every movement which gives rise to
methods of attacking and defending oneself. Nowadays, silat only known as one of
Malay’s culture and art of self – defense that preferably to be learned and it is not going
to be an important part to be taken in our daily life anymore. Otherwise, we have to
believe that silat will always being a privileged history and culture that will always being
kept for our next generations.
Problem Statement
The position of silat has been placed in the image of Malay’s martial art in
Malaysia for the past centuries were taken slightly fallen down nowadays. As we can see,
in Malaysia, the media and community itself does not play enough roles in enhancing the
image of silat to the highest level in order to become commercialized. Meanwhile, we
took other martial arts for example Wu Shu, Taekwondo, Kung Fu; they have been
commercialized apart unlike silat. We are going to take this as a problem to seek for
people’s perceptions on recovering silat as the reasons to hinder the exclusivity of
Malay’s culture and bring them back in our modern years to be practiced.
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Apart from being well – known, most of the youngsters nowadays does not have
the urge to learn on this type of martial art. Thus, it considers media effectiveness in
delivering the prestige of silat itself. So, we are going to seek into the impact of media in
presenting their roles which actually gives a big impact towards people’s and youngster’s
interest.
Research Questions
RQ 1: What is the effectiveness of media role in enhancing the image of silat?
RQ 2: Does the media could encourage youngster’s interest in silat?
RQ 3: What are the roles of media in giving impact towards the exposure of silat?
Research Objectives
RO 1: To study the effectiveness of media role in improving the image of silat.
RO 2: To determine media can encourage youngster’s interest in martial art silat.
RO 3: To investigate the role of media in giving impact towards the exposure of silat.
Significance of Study
Policy
The Ministry of Multimedia and Communication, which seek information and

spreads it for make community to get benefits from what they give, could take this as
their references. Media plays a big role in delivering and to maintain the culture among
people nowadays. Besides they also can make a collaborative with the Ministry of
Education in inculcate the spirits to preserve history, culture and heritage that getting
lower attention in today’s world. Thus, this research could assist them in encouraging our
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next generation to get in depth into our own history and culture so they can be more
appreciates the value and specialties of our own culture.
Practice
It is the time for Ministry of Multimedia and Communication and respective

institutional to promote the awareness of spreading an information and technological
development of heritage for our next generation. They should take this as a ruler to
ensure the development of technology will help them to make a good turn for the next
generation to enhance their cultural spirit and appreciating culture that they have. We do
not want our Y – Generation to be left behind, and being neglected with the upcoming
technologies but still learn on what had be done in past.
LITERATURE REVIEW
2.1.1 Attitudes towards Violent Conflict Resolution
According to Bjorkqvist and Vaehama (2001), they were made a comparison

between different types of martial art. They found that attitudes towards violent conflict
resolution were examined among female and male practitioners of different styles of
martial arts (karate compared to wrestlers and boxers), practitioners of non – contact
sports and controls who did not practice any sport. Thus, results indicated that martial arts
practice had positive effects on male but negative effects on female participants when
compared to participants in a control group.
Furthermore, in recent years martial arts are believed to create positive

educational opportunities for youth in general and specific target groups in particular.
Educators and welfare workers have increasingly made use of martial arts as an
educational tool to work with socially deprived youth (Abrahams, 2004; Bosch, 2008;
Theeboom, De Knop & Wylleman, 2008; Zivin et al., 2001). In addition, in physical
education classes in secondary schools, martial arts have been introduced because they
are also believed to provide an added value for pupils (Brown & Johnson, 2000;
Theeboom & De Knop, 1999).
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2.1.2 Images of Silat and Media Roles
According to Reid (1993), he states that silat is Malay magic and

mysticism embodied in ritual, practice and performance. Learning silat unveils
technologies of self – transformation in the Malay world. Self – transformation (identity
reformation), is an important issue in an increasingly fragmented yet interconnected
world where postcolonial states and subjects more or less freely intermix, potentially
creating a new cosmopolitan order. Perhaps the multiciplicity of the soul is the best
viewed as a feature of plural cosmopolitan societies.
In order to know what silat is actually performed for, according

Deleuze and Guttari (2002), a bleaker view would be that the development of capitalism
encourages schizoid personality formation. Apart from that, silat is a technology of
analysis and self – transformation that has important lessons to offer a world newly open
to the old idea of multiple unbounded identity. Thus, it is the responsibility to the media
to took part in established their identity to support the significance of this Malay martial
and enhance the image of silat itself to the highest level.
2.1.3 The Emergence of Silat and Perceptions
According to Felicia Hughes- Freeland (1998), he argues that to restore

issues of agency and social roles to the conceptions of of identity it is better to consider
identity as based in “doing” rather than upon “being”. Plus, he added, identity is
perfomed, experienced, and embodied in ritual, dance, and performance and through
these means is positioned and repositioned by social agents. Correspondingly, in silat,
magical, religious, and mystical experience in embodied, performed, and uttered in ways
that point beyond static forms of identity or being, towards identity conceived in dynamic
somatic doing of the social agent.
A key trope found throughout Asian martial arts is to transform the -mind,
body and spirit of the practitioner to protect the individual from attack. Self –
transformation, the reconstruction of the self, occurs through disciplining the body
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(Foucalt, 1979). Many of these perceptions towards this Malay martial art is a way to
deliver the messages that silat could be taken as a sport that should be established in the
highest level to promote the awareness that Malay also have their own martial art in
addition to protect themselves.
METHODOLOGY
3.1 In – Depth Interviews
This research is going to follow the thematic analysis which is actually a

combination of data that already theme together. Interview is often used to provide
context to other data to complete a question. In-depths help to gain precise information
on a focused topic. A preparation or review ensures that all individuals are familiar with
the process. To ensure that in-depth interview will help on the study is to question the 5W
1H.
In this research study, we are going to make in – depth interviews. After

all, the information will then typically develop to represent the identified themes. Primary
researches that we determined to do are interviews and also library research. In order to
gather information about history and culture, we would like to cooperate with some
expertise in our local culture and heritage.
In order to complete our research, we have conducted a face to

face interview with our correspondents and provided more of open-ended questions on
the interview. During the interview, we did a more impromptu style of interviewing to
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allow the correspondents to feel comfortable and the flexibility to respond to questions.
We have interviewed five informants and below are the details

En. Suhaizan bin Hj. Noh (Timbalan Pengerusi Gerakan Belia 4B Negeri Melaka), En.
Fazrul Nizam (Pengasas Persatuan Seni Silat PERSAKA), En. Abdul Latif Abu Bakar
(Contributors of Berita Harian, Malaysia), Mohamad Farhan Bin Hashim (Silat Trainee
Instructor), and Amir Yusuf Bin Rozman (Silat Trainee Instructor).
3.2 Data Analysis
3.2.1 Thematic Analysis
The thematic analysis will be used in this research based on in – depth interviews
with several informants. The gathered information will then be grouping under several
themes and elaborate.
4.1 RQ 1: What is the effectiveness of media role in enhancing the image of silat?
4.1.1 Silat is not only a culture or ordinary sport but also related to the development of
physical and internal spirit
Encik Suhaizan, Timbalan Pengerusi Gerakan Belia 4B, Negeri Melaka commented on
silat which is not only a culture or ordinary sport but also related to the development of
physical and internal spirit.
“Silat is an identity and an asset for Malay. It is not a commercial break it is a

culture that need to be practiced in our daily life.”
4.1.2 The mystical value perception towards silat hinders it from being commercialized
Mohamad Farhan bin Hashim commented,
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"There is no mystical issue in silat yet they have their own ritual. If the people said
that silat got to do with mystical issues, well they are wrong to be exact.”
4.2 RQ 2: Does the media could encourage youngster’s interest in silat?
4.2.1 Media creativity is significant to encourage youngster’s interest
Encik Fazrul Nizam also added with his statement,
“Most of the media does not cover up the story of silat as a way to enhance the
level of youngster’s interest engaging silat. Then how we are able to attract youngster’s
interest if we as a media ourselves had no interest to learn on our culture?”
4. 2. 2 The effectiveness of media in promoting silat awareness
Encik Abd. Latif state that,
“As the development of media nowadays, they need to take an important part to
play their role in preserving culture in a best way. This is because in promoting
awareness, they need to develop their skill in persuading young generation so it will
promises an effective media ahead.”
4. 3 RQ 3: What are the roles of media in giving impact towards the exposure of silat?
4. 3. 1 The impact of media roles towards silat
According to Encik Suhaizan in his comments,
“The roles of media are important and they need the investors in encouraging film
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industries to commercialized silat through the truth of that principle of martial art itself.
As our generations getting older, they are no more investing in learning and practicing
silat. By media roles in implementing the importance of silat and culture, they could be
able to encourage the impact on them.”
4. 3. 2 Film or drama’s changed people’s negative perception towards silat.
Amir Yusuf bin Rozman conclude his feeling,
"People keep saying anything that related with culture is something boring. From
that, media should be more confident to show more about our martial art (silat) with a
positive thinking. As it has shown in television show called Majalah 3, they actually
create a course where its main purpose is to discuss what's importance and benefit of
silat."
CONCLUSION
5.1 RQ 1: What is the effectiveness of media role in enhancing the image of silat?
5.1.1 Silat is not only a culture or ordinary sport but also related to the development
of physical and internal spirit
5.1.2 The mystical value perception towards ‘silat’ hinders it from being
commercialized
5.2 RQ 2: Does the media could encourage youngster’s interest in silat?
5.2.1 Media creativity is significant to encourage younger’s interest
5.2.2 The effectiveness of media in promoting ‘silat’ awareness
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5.3 RQ 3: What are the roles of media in giving impact towards the exposure of silat?
5.3.1 The impact of media roles towards ‘silat’
5.3.2 Film or dramas changed people’s negative perceptions towards ‘silat’
REFERENCES
Aronson, J. (1994). A pragmatic View of Thematic Analysis, 2(1). Retrieved

on Novembern 30 , 2013 , from HYPERLINK
"http://www.nova.edu./ssss/QR/BlackIssues/QR2-1/"
http://www.nova.edu./ssss/QR/BlackIssues/QR2-1/ aronson.html.
Bjorkqvist, K. and Varhama, L. (2001) Attitudes toward violent conflict

resolution among male and female karateka in comparison with practitioners of other
sports. Perceptual and Motor Skills 92,586-588.
Bosch, A. (2008). Handboek Fundamentals. Creeren van een social

pedagogisch vechtsportklimaat [Handbook Fundamentals. Create a social-pedagogical
martial arts climate]. Arnhem: KNKF, Tijd voor Vechtsport.
Deleuze, Giles, and Feliz Guattari. 2002. A Thousand Plateaus: Capitalism

and Schizoprenia, trans. Brian Massumi. Reprint. London: Continuum. Original edition
Millea Plateax, Vol. 2 of Capitalisme et Schizoprene, Les Editions de Minuit, Paris,
1980.
Foucalt, Michel. 1979. Discipline and Punish: The Birth of the Prison, trans.
Alan Sheridan. New York: Vintage Books.
Hughes-Freeland, Felicia, ed. 1998a. Recasting Ritual: Performance, Media,

Identity. London: Routledge.
Hughes-Freeland, Felicia, ed. 1998b. Ritual Performance, Media. London:

Routledge.
Reid, Anthony, 1993. Southeast Asia in the age of commerce, 1450 – 1680.
Vol. 2, Expansion and Crisis. Thailand: Silkworm books.
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Theeboom, M., De Knop, P., & Wylleman, P. (2008). Martial arts and socially
vulnerable youth. Analyses of Flemish initiatives. Sport Education and Society, 13(3),
301-318.
Zivin, G., Hassan, N., DePaula, G., Monti, D., Harlan C., Hossain, K., et al.
(2001). An effective approach to violence prevention: traditional martial arts in middle
school. Adolescence, 36, 443-459.
Baba Nyonya In Preserving Its Culture And Languange Among Malacca

Community
Nur Syahirah Binti Saiful Annur, Nur Amalina Binti Mohd Rosedy, Nur Zahidah Binti
Mazlan, Eliza Ezureen Binti Ahmad Tajuddin, Mohamad Aswad Bin Jalil, Rafiq Ashyidiq
Bin Abdull Aziz
Presenter: Nur Syahirah bt Saiful Annur
This research paper is about Baba Nyonya in preserving its culture and language among
Malacca community. The purpose of this research is to study the challenges of preserving
the Baba Nyonya culture among Malacca community, to determine the type of language
use in Baba Nyonya society in preserving its culture and language among Malacca
community and to investigate the correct method in maintaining and preserving the
culture of Baba Nyonya among Malacca community. Baba Nyonya are a subgroup within
Chinese communities, they are the descendants of Sino-indigenous unions in Melaka and
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Penang. Baba Nyonya is the com ation of cultural traits. The scope for this research paper
is mostly focusing on Malacca society itself. The methods that we are going to use in this
research to collect the data is using in-depth interview. The informants for in-depth
interview for this research are going to be people that come from Baba Nyonya’s
background, Department of Art and Culture, Malacca, The PersatuanPeranakan Baba
Nyonya Kuala Lumpur & Selangor, Department Chief Minister of Malacca, reporter or
media people and Baba Nyonya’s family.
Keyword:
INTRODUCTION
BACKGROUND OF STUDY
Malaysia is always known as a unique, multicultural and harmony country that is rich
with many cultures and religions from society such as Malays, Chinese, Indians, and
many more. Malaysia is always and had been the destination for tourist to come to our
country because of many different cultural backgrounds among different ethnic. One of
the most famous cultures is the Baba Nyonya tradition and customs.
In this modern era with the development of technology that people use in their daily lives
more or less had make our society to forgotten or take less concern with the culture that
were practice by many generation before. A unique culture that is com ed with various
customs and tradition in Malacca is The Chinese Peranakan community that is also
synonymously known as the Peranakan, Baba-Nyonya or the Straits Chinese community
(Parker.A. n.d). Baba Nyonya started when the Chinese emigrated from China to the
British Straits Settlement of Melaka, Singapore, Penang and also Java of Indonesia.
There is the com ation of intermarried between Chinese people from China with the
native people of the region and settle in Peninsula Malaysia and this situation takes place
in the early 17 century.
th
During centuries ago, they had retained some practices of Chinese cultures but at the
same time adapted local Malay traditions. The Peranakan is believed to assimilate into
the Malay culture such as foods, dressing Kebaya, Malay language and many more
however most of them are not Muslims. They also retained some similar Chinese
traditions like wedding ceremony, festival celebrations and many more thereby creating a
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fusion culture of their own. (Anonymous, 2013)
The language of Baba Nyonya is a patois of the Malay language and this is due to the
mixture of Hokkien and Malay with the influence of other languages such as Portuguese,
Dutch, Tamil and English. It is believed that there are a different between the Baba
Nyonya spoken language in Malacca and Singapore (south) with Penang (north). Baba
Nyoya in south, they speak Malay with a bit of Hokkien words while in north, they speak
mostly Hokkien with some Malay words.
Baba Nyonya’s language is slowly fading away and it is mostly use among the older
generation of Baba Nyonya. English has replaced the main language spoken of theirs
among the younger generation of Baba Malay and many of the young cannot speak the
language and been brought up to concentrate on English, Malay and Mandarin.
However, this unique cultural heritage of Baba and Nyonya is slowly dying within the
society as years past. Nowadays we can see that most of the Baba’s and Nyonya’s do not
practicing in their daily life as the way of Peranakan live. The traditions or culture and
even the unique language of theirs are washed away day by day. With all the
modernization and urbanization it all become threats to the existence of Baba Nyonya
and the Peranakan community is being rapidly abandoned by most Peranakan themselves.
RESEARCH QUESTIONS
What are the challenges towards preserving Baba Nyonya’s culture and language among
Malacca community?
What are the language use in Baba Nyonya society in preserving its culture and language
among Malacca community?
How to maintain and preserving Baba Nyonya’s culture and language among Malacca
community?
RESEARCH OBJECTIVES
To study the challenges of preserving the Baba Nyonya culture among Malacca
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community.
To determine the types of language use in Baba Nyonya society in preserving its culture
and language among Malacca community.
To investigate the correct method in maintaining and preserving the culture of Baba
Nyonya among Malacca community
1.6.1 Policy
To preserve this Baba Nyonya’s culture and language we can expose the knowledge
of its culture through the educational in school syllabus. Ministry of education can use
this research as a guideline on taking action to include Baba Nyonya’s culture and
language in history subject. This will make the students to be more exposed about Baba
Nyonya’s culture. Ministry of education should include the information about Baba
Nyonya’s culture and language in education system. In fact by using this research as
reference it will increase the student knowledge about Baba Nyonya’s culture which is
mostly forgotten by people and exposing Baba Nyonya’s culture and language through
education. This will increase the awareness of people about it.
This research also will help building the conservation Malacca UNESCO World
Heritage City as a guideline to improve the museum or Baba Nyonya’s house in Malacca.
They can improve house or museum of Baba Nyonya to be more attractive and more
interesting. The museums and houses are not for tourist attraction only but it is can also
be an attraction for our local people. Beside that, they can increase the number of Baba
Nyonya’s house or museum at other places, for example the authorities can build another
house or museum at other places so that Baba Nyonya’s culture will expose more. City
council of Malacca also can take this research as a guideline on this conservation so that
they can take action on it.
The Government can use this research paper as reference in preserving Malaysia’s
cultures. The government can help in giving some funding on building a museum or
organization that can help maintaining Malaysia’s culture. Other than that government
can organize events that are related on preserving Malaysia’s cultures and heritage every
year. From this research the government can develop Malaysia citizens who are
knowledgeable and have self awareness on preserving the culture that we have in
Malaysia.
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1.6.2 Practice
Nowadays, more or less our society starts to ignore the cultures that were practice by our
generation before. The Baba Nyonya is one of the cultures in our country and it should be
preserve among our society in their everyday life. Our research can be improved the
practice in Baba Nyonya by knowing the correct method in maintaining and preserving
the culture of Baba Nyonya among Malacca community because people need to have the
awareness to protect and preserve this culture for a long time period and to maintain the
significance of Malacca that is Baba Nyonya. The more they practice the more they will
gain knowledge from the history of Baba Nyonya and they will get added information
and they also can use the information for their future.
Beside that, the society especially the Baba Nyonya society must practice in their
everyday life on preserving their own culture by practicing to live according to Baba
Nyonya culture and practice on speaking the Baba Nyonya language. They need to know
what types of language they use in Baba Nyonya society in preserving its culture and
language among Malacca community so that people will not forget about Baba Nyonya
because Baba Nyonya’s language is slowly fading away and it is mostly use among the
older generation of Baba Nyonya.
2: LITERATURE REVIEW
2.1 Challenges of preserving the Baba Nyonya’s culture among Malacca community
After reading several numbers of journals, there are so many challenges on

preserving the Baba Nyonya’s culture and language that are stated in these journals. The
challenges on preserving this culture is younger people are moving away from old ways
and younger generations are exposed to the Western culture. Next the challenge is when
modernization and inter-marriages happens.
According to Russell (2007) strict religious and family practices, rich cuisine, fine
garments and merry songs were once part of the lives of the Babas and Nyonyas. Now,
much of their culture is only seen in books and museums. The older generation wants this
rich heritage to live on, but many of the young people are moving away from the old
ways
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Russell Teo,
Which is means that nowadays young people who are the generation of Babas and
Nyonyas do not really interested with their own culture due the modern live. Many
people have loss their interest on wanting to preserve their own culture. The old
generations always hope that the new generation will keep remain the language or
tradition but unfortunately the new generation starts to walk away from their culture.
They tend more to live like a modern people.
According to Yen Yen (2007) the younger generation is exposed to Western culture
and has no qualms about adopting social values that go against the grain of their family
traditions and customs. It’s hard to practice our culture because we live in an
environment where we are expected to conform. The Straits Chinese are gradually losing
their identity, as education and jobs take the young people away from their small closely-
knit community.
Nowadays the younger generation has less awareness on their culture because of
the expose of Western culture; this may have been the family itself. Some families adapt
the Western culture as their own and ignore where they came from. Most of the families
all over the world live their live like the Western Family and imitate the Western on
living their everyday life. The reason might be because of the modernization of our
surrounding environment.
Their culture consists of a set of practices, beliefs, and arts, com ing Malay and
Chinese traditions. Unfortunately the esthetic of the Peranakan culture which is perceived
as beautiful is dying slowly because of modernization and of inter-marriages (Cheah,
2005)
As we can see that Babas and Nyonyas mostly start to expose themselves with the
inter-marriages. When they married with the different religious, sometimes they need to
follow their partner’s culture and leave their own tradition. So by that ways, the Babas
and Nyonyas culture are slowly fade away plus if they teach their children with the
different culture of course the tradition will moving away.
2.2 The types of language use in Baba Nyonya society
There are so many journals that state about the language that are being use in the
Baba Nyonya society. The types of language use in Baba Nyonya society are the
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language of Peranakan Baba Nyonya it is including the dialect of Malay language and
Hokkien words. Next Penang Babas speak Hokkien and English whereas Malacca and
Singapore Babas speak a colloquial Baba Malay dialect and Baba Malay language has
absorbed many Chinese and Hokkien words.
The language of the Peranakans, Baba Malay, is a dialect of the Malay language.
This contains many Hokkien words. It is a dying language and contemporary use is
mainly limited to members of the older generation; this is indicative also of the
Peranakan culture at large. However, most Peranakans do speak English, Mandarin and
their respective Chinese dialects in addition to Baba Malay. (Seri endon, 2004)
Based on the journal we can know that the language of baba nyonya have a dialect
of the way Malays speak and several of their language also contain Hokkien words and
this make the language more interesting. Unfortunately this language is being use rarely
and most of the Peranakan speak English nowadays
Penang Babas speak Hokkien and English whereas Malacca and Singapore Babas
speak a colloquial Baba Malay dialect containing a number of Chinese loaned words.
They are more fluent in Malay and English than Chinese. Outside, they are generally
mistaken for Chinese. And Baba Nyonya children learn “proper” Malay at school so they
don’t use much of the Straits Chinese dialect that they learn at home. (Lam, 2009)
As we can see in different places the way of Baba Nyonya speak with each other
are different. This shows that the culture of Baba Nyonya in Penang and Malacca slightly
have their own differences and in this case differences in the language itself. In Malacca
Baba Nyonya prefer to speak Malay and English rather than Chinese and they are always
mistaken for being Chinese because of their look.
The language of Baba and Nyonya is the mixture of the Malay language and the
Hokkien dialect. Most of the grammar aspects in Baba and Nyonya language came from
the Malay language. However, this Baba language is different from the Malay language
in so many aspects. That is the reason why it is different from the Malay language. The
Baba Malay language has absorbed many Chinese words, such as ‘lai’ (Hokkien dialect)
for the word ‘come’ and many other examples that Malay community does not
understand until the 19 century, when Baba started to develop its stable and unique
th
community. The use of Malay language is one of the unique aspects that this community
has. From the mixture of the languages, one language was born which later they called it
Baba language and they used it as the mother tongue of the community (Shellabear,
1913).
Here are some examples of Chinese words in Baba Malay, Gua (“I”), Lu (“You”),
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Nkong (“Grandfather”), Tachi (toa-chi), (“Elder Sister), Tia ,(“Front hall“),, Loteng
(“Upper floor”), Pangkaeng (“Bedroom“), Teng, tanglong (“Lamp”), Chat (“Paint”),
Kachuak (“Cockroach”) (Shellabear 1913)
The language of baba nyonya is the mixture of other language such as Chinese and
hokkien. There are some words that are taken from Chinese, Malays and others. With the
mixture of different language and dialect, this really shows the uniqueness of the
language itself.
2.3 The correct method in maintaining and preserving the culture of Baba Nyonya
among
Malacca community.
There are so many method that can be use to improve in maintaining and preserving
the culture of Baba Nyonya among Malacca community. The methods include publicized
in magazines, coffee table books, newspapers and tourism promotion materials. Next it is
important that we do not lose our own and preserve them. Then, continuously practice the
culture can be sustained.
The uniqueness of the Babas and Nyonyas has been much publicized in magazines,
coffee table books, newspapers and tourism promotion materials. The more exotic
features of the culture such as the old-fashioned wedding, the Kebaya, Nyonya jewelry
and beaded shoes, Peranakan pre-war houses and porcelain are often the attractions. The
Babas may be one of the most talked about communities in Malaysia" (Tan, 1988).
This method we can use to preserve and maintain the culture of Baba Nyonya.
Which is the media is the most important role to expose this culture because media is the
fastest ways to spread to the public. Baba Nyonya also one of the cultures that well
known among the people, but unfortunately, not many people are quite interested in
knowing and preserving culture.
“I am only too aware that many aspects of Malaysia’s collective culture are being
eroded and may disappear altogether if steps are not being taken to preserve them or to
record them for posterity. I feel it is important that we do not lose our own and preserve
them. Already there are signs that we have lost some big part of this heritage”. (Endon
Mahmod, 2004)
Culture is important to be preserve as it will act as an identity to someone or a

country, but unfortunately in today’s world the awareness on preserving culture is fading
away and this is why it is so important for people to start preserving them because we
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already lost a lot of heritage and culture in this world
According Lim (2001) culture has been absorbed into our daily life, therefore, by
continuously practice, the culture can be sustained. The culture and the buildings that
host the culture stay intact, and sequentially preserved it from one generation to the next.
The sustainability of a culture is much depends on the willingness of its people to keep
and continue the culture itself within the community and tourism activities only play its
role as an enhancement to the culture that we practice every day.
As we can see if we practice on preserving culture it can give a good impact as if

we preserve all the cultures the younger generation can learn about their culture and also
the next generation. With the continuity of willingness of people to continue the culture it
will really give a positive effect as it can attract more tourists to come to our country.
Research question 1: What are the challenges towards preserving Baba

Nyonya’s culture and language among Malacca community?
For the challenges towards preserving Baba Nyonya’s culture and language among
Malacca community, there are three saturation points that had been determined. The first
saturation point is the modernization of the world and that is the most frequent answer for
five of the informants. One of challenges towards preserving Baba Nyonya’s language
culture and language said by most of the informants is the modernization of the world.
This is because as the world become more modern and people life is urbanized with the
existence of multiple new technologies, people tend to starts forget what are their cultures
and this has caused the cultures to be dying.
The second saturation point is people are too busy working and their lifestyles are
like the Westerns and this is most frequent answer answered by all six of the informants.
The informnats think that this problem had caused it to be the second challenge of
preserving Baba Nyonya’s culture and language and this is because people are now give
priority to their job rather than other things. People are too busy working and wanted to
be successful so that is why they started to forget their cultures and also people nowadays
often adapting the Westerns lifestyle culture in their life.
The third saturation point is there will be no challenges and if we preserve the
culture it will be a good impact as it will make a country stronger and this is what mostly
the informants answered. All of the informants think that if people are preserving the
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cultures earlier there will be no challenges ahead and it will give a positive impact and
this can make Malaysia as one of the well known country and has a stronger identity as
nation.
Research question 2: What are the language use in Baba Nyonya society in
preserving its culture and language among Malacca
community?
For the language use in Baba Nyonya society in preserving its culture
and language among Malacca community, there are three saturation points that had been
decided. The first saturation point is Baba Nyonya use Malay language to speak with the
community while with family they use Baba Nyonya’s language and this is the most
answered answer by five of the informants. The language use in Baba Nyonya society is
by using Malay language and Baba Nyonya’s language. The Baba Nyonya community
use Malay language if they want to communicate with the society while with the family
they will be using Baba Nyonya’s language as it can be easier understood within their
families and relatives.
The second saturation point is Baba Nyonya’s language has similar words to Malay
language and it has the mix of Hokkien wordsand this is most frequent answer answered
five of the informants. Most of the informants give their opinion that the language of
Baba Nyonya has assimilated with Malay and Chinese Hokkien with Malay and mix of
others. Most of the words are similar to Malay language such as the word hungry when
they speak in Baba Nyonya’s language it’s going to be as “Lapair” and in Malay the word
hungry is “Lapar”. There are tons of words that are similar to Malay words. The language
has the same meaning but different accent and dialect and also the language has a mix of
Hokkien words also.
The third saturation point is Baba Nyonya still use the language to speak with
families but not so anymore; this is the most frequent answer by five of the informants. In
the informant’s opinion the Baba Nyonya’s language is currently dying and the language
is only being use with the families but not all Baba Nyonya still using the language. The
Baba Nyonya use the language among their friends, relatives and families and they only
speak Baba Nyonya when there are people that can understand the language and the
usage of the language is fading away day by day especially by the younger generation
whom has lost interest towards knowing their culture.
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Research question 3: How to maintain and preserving Baba Nyonya’s culture and
language among Malacca community?
For maintaining and preserving Baba Nyonya’s culture and language among
Malacca community, there are three saturation points that had been decided. The first
saturation point is it is appropriate to include Baba Nyonya’s culture and language in the
school syllabus for the youngsters as it can give knowledge. The informants think that
this is one of the ways of preserving the culture as the syllabus for the students to be
learning in school will be more interesting as it can add colour to the history book and in
the same time give knowledge to the youngsters and also to other people.
The second saturation point is suitable method to maintain and preserve is by doing
events that are related to Baba Nyonya and expose the culture own types of arts and this
is the most frequent answers by five of the informants. This is one way of maintaining the
cultures as authorities or people should do more events that are related to Baba Nyonya’s
culture. This is to promote their culture so that people will be aware of preserving
cultures. The informants suggested that people should expose more of the cultures
through arts and promote their cultures of ‘pantun’ and ‘Dongdang Sayang’ as the culture
is dying.
The third saturation point is media plays an important role as they should do
more documentaries about Baba Nyonyaand this is the most frequent answer answered by
all of the informants. The informants think that media really have a big impact and have
to play their role as media can influence people easily. The informants suggested that the
media do more documentaries that are related to Baba Nyonya’s culture because
documentaries is an interesting medium that can influence or give awareness to people
about preserving the culture.
CONCLUSION
Research question 1: What are the challenges towards preserving Baba Nyonya’s
culture and language among Malacca community?
The researcher have found that most of the respondent give many of their opinions
towards the challenges of preserving Baba Nyonya’s culture and language among
Malacca community and there are three most popular answers for the challenges. The
challenges that are given by the informants are is the modernization of the world, people
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are too busy working and their lifestyles are like the Westerns and there will be no
challenges if people preserve the culture which will cause a good impact as it will make a
country stronger. As the informants respond we can see that there are many challenges
that are going to happen if the cultures and language are not being preserved and this will
eventually bring a bad impact if people do not have awareness.
Research question 2: What are the language use in Baba Nyonya society in
preserving its culture and language among Malacca
community?
From the information collected, there are three frequent answer answered by the
informants as they give their opinion about the language use in Baba Nyonya society in
preserving its culture and language among Malacca community. The language of Baba
Nyonya are Baba Nyonya use Malay language to speak with the community while with
family they use Baba Nyonya’s language, Baba Nyonya’s language has a similar words
to Malay language and it has the mix of Hokkien words and Baba Nyonya still use the
language to speak with families but not so many anymore. As we can see the language of
Baba Nyonya has a very quite number of words that are similar to Malay language and
the language of Baba Nyonya has a mix of many different languages and one of the
language is Hokkien.
Research question 3: How to maintain and preserving Baba Nyonya’s culture and
language among Malacca community?
From this research it shows that there are the most popular answer that are being
answered by the informants about maintaining and preserving Baba Nyonya’s culture and
language among Malacca community. The ways of maintaining and preserving baba
nyonya’s culture and language are by include Baba Nyonya’s culture and language in the
school syllabus for the youngsters as it can give knowledge, suitable method to maintain
and preserve is by doing events that are related to Baba Nyonya and expose the culture
own types of arts and media plays an important role as they should do more
documentaries about Baba Nyonya. This shows that there are many ways of wanting to
preserve and maintain the cultues and it is very important to preserve any cultures as it
can be use for the future generation.
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References
Anonymous (2013) Peranakan (Baba-Nyonya Culture) Retrieved November 30, 2013

from
www.thebabahouse.com.my
Cheah, A (2005) . The Opulent Nyonya Kebaya. Retrieved on February 4, 2005 from
www.thebabahouse.com.my
Chai, Lim Tiam (2011) Culture Heritage Tourism Engineering at Penang: Complete The
Puzzle Of “The Pearl Of Orient” Volume 1, 2011, Pages 358–364
Endon Mahmood. (2004). The Nyonya kebaya: A Century of Straits Chinese costume.
Singapore: Periplus
Lim Pin Foo (2009) Can Baba Culture Be Revived? Retrieved on February 4, 2013 from
http://lampinfoo.com/2009/01/24/can-baba-culture-be-revived/
Parker, Anne (n.d), Preserving Peranakan Culture. Excerpt from Peranakan in Plays:
culture or
Compelling Drama
Russell (2007) Malaysia Potpourri: The Baba/Nyonya community. Retrieved on

February 4,2013 from www.mca.org.my/en/malaysian-potpourri-the-babanyonya-
community
Shellabear, W. G (1913).“Baba Malay” Journal of the Straits Branch of the Royal

Asiatic Society, no. 65
Shellabear, W. G. (1913). Baba Malay: an Introduction to the Language of the Straits-

born Chinese. JSBRAS 65: 49-63
Tan, Chee-Beng (1988). The Baba of Melaka:culture and identity of a Chinese

Peranakancommunity in Malaysia. Petaling Jaya: Pelanduk.
Yen Yen (2007), Community Highlights: The Baba and Nyonya Community.. The Baba
of Melaka. Petaling Jaya: Pelanduk Publications
HOW BROADCAST MEDIA PERSUADE MALAYS TO ADAPT TO WESTERN

CULTURE
Nur Zahira Bt Zahir, Muhammad Bin Zulkarnain,Aina Amiera Bt Abd Rahman, Hasnah
Bt Yacob, Rahmanie Bt Kamarazaman, Siti Nooral Asyikin Bt Othman
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Presenter: Muhammad b. Zulkarnain
This world is comprised of many cultures from different societies. Throughout the
decades, the West has played a significant role in influencing the world to adapt to their
culture, making them the trendsetter for most of the cultures existing. Some parts of their
culture are good while some are bad. Globalization has made this possible through the
innovation of media. Media itself is branched into several types such as broadcast, social,
and printed media. Thus, this research is done to investigate the roles of broadcast media
to spread the influence of the Western culture to the Malay society. Our research does not
focus on bad or good part of the influence, but the types of influence that has
significantly been inculcated into the Malay society and what the effects are to our
society and to our nation. This research is done through qualitative methods of
interviewing professionals and experts regarding the issue and also through library
research from past researches as additional information. The result of our research would
be the highlight of several significant Western influences the media has on the Malay
society whether on attire, language, manners, working quality, or social interaction. In
addition, our research also aims to provide additional information on what will happen
and what to be done next towards these Western influences.
Keyword:
INTRODUCTION
To understand the whole idea of the research, we must first understand the definition of
the title.
Media is defined as the channel to receive, store, and convey information which the
researchers have specified as traditional media such as television, radio, and printed
media.
Broadcast media or broadcasting is the delivery of audio and video signals which
transmit content to audience through electronic devices such as radio and television.
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Persuade is the art of changing the perception and way of thinking of a party to accept
something new.
Adapt means to assimilate or blend into something that was once foreign.
Western culture is the culture from the West, generally from countries such as America.
However, in this research, it is best known that the culture referred to is not specified
into any categories. Rather, they are taken as random examples based on the common
practices of the society as a whole.
In a nutshell, this research is aimed to investigate on the influence of broadcast media in

making Malays to adapt and accept Western culture.
RESEARCH QUESTIONS
How is broadcast media used to persuade the Malays society?

How broadcast media spreads Western culture to Malays society?
What kind of Western culture has Malays adapted from broadcast media?
ACADEMIC INSTITUTIONS
ACADEMIC VIEW
Through this research, academicians can have a broader perspective of the spread of
Western culture to the society, especially among the Malay communities. This
perspective is further reinforced by the academic facts and figures available.
ACADEMIC IMPROVEMENTS
Using the academic view of the situation, academicians and educational institutions can
then make improvements on the academic programs and subjects to enhance the filtration
of the Western culture; taking in the good examples and filtering out the bad examples.
Besides that, this improvement can also be made through the enhancement of our own
culture within the society through academic programs and subjects.
SOCIAL RESPONSIBILITY
PARENTS
Parents can be made aware of the situation and thus making a proactive step in making
sure that their family, especially their children, are not too indulged in the Western
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culture until they forget their own culture. Parents play a significant role as head of
family to guide their family members to make better choices regarding the culture they
would like to nurture within the family. To change a nation needs a change in the
community. To change a community needs a change in the family.
FRIENDS
Friends are important people in the society as well to make changes happen within the
society. Through this research, people of all ages can use the findings to spread
awareness of their current culture and thus inculcating a better culture practice in their
lives. It is deemed easier to influence friends rather than to influence strangers.
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SOCIETY
The society as a whole needs to be aware and make changes in order to maintain the
authenticity of their own culture, not overshadowed nor diminished by other cultures.
This research aims to help the society to work together in bringing forward awareness of
their cultural identity and thus practicing it as a society.
POLICY MAKERS
BETTER GUIDELINES
The government has a bigger play of role in determining the culture of the nation,
whether to remain and reinforced with the original culture of the society or to be
diminished and substituted by other culture such as the Western culture. Thus, this
research aims to aid the policy makers in making better guidelines to media practicioners
and players to also spread and inculcate Malay culture within the society.
LITERATURE REVIEW
“Daripada Abu Hurairah r.a., Nabi s.a.w. bersabda: ‘Seseorang insan adalah terikut-
ikut dengan adat kebiasaan sahabatnya. Maka hendaklah kamu melihat dengan siapa
kamu bersahabat.’ (Riwayat alTirmizi dan alHakim)” (Zahazan and Hasan, 2007)
“Penjajah Barat sudah lama keluar dari negara ini, namun sistem dan budaya hidup
mereka yang sangat materialistik, sarat hedonisme, liberal dan sekular, masih berakar
umbi malah diteruskan oleh peribumi sendiri.” (Pahrol, 2013)
Westernization, particularly in Malaysia, is definitely a significant change and causes

what’s unique about Malaysia being slowly dissolved by these foreign cultures through
time, thus, diminishing the distinctive values of the Malay culture.
“Too many youngsters these days are following too much of the western cultures that
only a few left that really portrays the true identity of Malaysia. Usually, from the
entertainment world and media, it is easily seen that among those celebrities, they are
living glamorously. Even that, their way of life and lifestyles are influenced by those from
the west. Their fans will eventually follow on their footsteps.” (Andri Gunadarma, 2012)
“If we were to accept certain foreign cultures positively, hence, we would be wise enough
to differentiate and comprehend what is good, what is not, and is it proper for us to
adapt. However, still, the nature of that certain culture itself may not be positive, and
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rather have a negative impact.” (Anne Ahira, 2013)
From the news article that we read from Bernama entitled ‘National Laureate fears
Western influence on Malay culture’ by Ibnu Khusairi Ibnu Aris stated that National
Laureate, Datuk Syed Alwi worries about influence of Western culture and call for
preventive action. Datuk Syed Alwi also describe reasons Western culture become
popular among the Malays.
‘Western cultural performances, both in audio and visual form, were created with in-
depth study and fine cultural values so as to entertain listeners and viewers, particularly
the young.’ (Aris, 2007)
This article also mentioned that local artists are restricted in conveying their ideas and so
the youngsters opt for Western alternatives that are more to their style.
Next, report entitled ‘Debating Asian Values: A Case Study of Malaysian Reality TV
Shows’ by Zarina Zawawi and Faisal Ibrahim explained about Western influence on
reality television shows in Malaysia.
The debate is about Western culture (that practice liberalism such as individuality and
speech freedom) that are in conflict with Asian values (that practice collectivism and
consensus) and more influence are being transmitted into Malaysian television shows.
The starting point is when reality television program ‘Akademi Fantasia’ first came on
air. The fears were based on that the show were representing practices which are against
the Islamic principles such as hugging between males and females and tactless comment
from judges. ‘Mencari Cinta’ was criticised as promoting extreme behaviour’ (Zarina
Zawawi).
This report also stated that Western influence can cause corruption in people’s moral and
reality television program are branded as threat to moral ethics in Malay audience.
Reality television were also slammed for steering youngsters to neglect their
responsibilities such as study and prayer.
‘Fears the excitement of the entertainment industry, which includes the reality TV
phenomenon and influenced by the Western culture, would promote extreme behaviors
that are in opposition to traditional values’ (Zarina Zawawi).
Next report entitled ‘The Influence of American Popular Culture in the Global Media’ by
Rebecca L. Osborn also explained media roles in expanding and transmitting American
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(Western) culture around the world. According to Osborn (2006) the growth of American
popular culture can be attributed to technological advancements such television, movies,
satellite and computers. With new technology that enables people around the world to
watch television programmes from America, people are becoming closer to their idols.
‘Even though viewers may be physically hundreds and even thousands miles away from
their television idol they are still only a few feet from being up close and personal with
them on the television set’ (Osborn, 2006)
Next article is taken from Proquest online database entitled ‘Afghan paper warns against
spread of Western culture’ by Jawad Sarwari expressed Afghanistan concern about the
expansion of technology without supervision and its inability to curb the power of
Western culture in Afghanistan. The concern is about the bad impact that Western culture
has that can influence Afghanistan youngsters.
‘Corruption has reached an extent that has even plagued a large number of youths and
school students. With their anti-Islamic and inhuman acts, the Western leaders and
Zionist heads have succeeded in expanding their devilish culture into Islamic, non-
Islamic and African countries using the power of their technology’ (Sarwari, 2007)
FINDINGS
MEDIA SEGMENTATION
Broadcast media is the most dynamic media.
Broadcast Media is Powered by Capitalism, Thrived by Creativity and Critical Thinking.
Volume purchase: Malays, High-price Consumer: Chinese
Segmentation of the media is determined by age groups, not by races.
Most influental media depends on sophistication of the community. Usually, the

increment of Internet penetration will result in the increment of advertisement spending
through the Internet.
Programs on channels are commonly controlled and segmented by agencies e.g. Nielson,
Saatchi & Saatchi,and Mindstorm Communications Group.
Youths opt to use more of Youtube, followed by television and radio, while older people
opt to use more of television, then radio and least of Youtube.
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Broadcast media, compared to printed media, is an indirect influence. People can choose
to read or not the printed media, but not broadcast media. They have to accept what is
broadcasted on the media. Plus, almost all houses have television, but not all houses have
internet connection.
WESTERN CULTURE INFLUENCE
Western culture has already established itself in Malaysia, and the involvement of
broadcast media has accelerated the process of influence.
The significant influence is heavily concentrated on the contents of educational,

entertainment, and cartoon programs as these programs have an indirect effect on the
viewers. These programs have made an early influence upon as young as infants through
baby channel and smart phone applications.
Western make advertisements as trendsetters. Malaysians are trend followers.

Advertisements are sometimes made into competitions to grab viewers views e.g.
Superbowl ads.
Westerns are impartial. They send everything on the media, regardless of bad and good.
YOUNG CULTURAL CHANGE
Malay characteristic of easily adapting to cultural changes and also the early adoption of
Western influence through children programs in broadcast media has made most Malays
already acquainted with the Western culture such as through their attire, language usage,
attitude, and hygiene.
LOCAL CULTURE CHANGE
Korea is highly Western-influenced. Took them around 20 years to redesign and upgrade
their media content a.k.a strategically design their media e.g. Korean dramas.
Malaysians’ characteristics: ask less, take less/no risk, followers.
Westerns are producers (focuses on mode of productivity), and Malaysians are deliverers
(focuses on mode of delivery).
Malaysian media is still filtered by Finas and Suruhanjaya Komunikasi dan Multimedia
Malaysia (SKMM). Thus, media content is still under control from abusive or sensitive
issues.
CONCLUSION
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OVERALL CASE STUDY
Throughout the case study, we have been exposed to the possibilities that may result from
the current situation of globalization and “world without borders”. Our culture is in
danger of blending together with other cultures which will decrease the authenticity of
our own culture. Our culture may also be in danger of being substituted with cultures
such as Western culture due to being addressed as outdated and primitive.
Hence, some recommendations are also included within our research based on our
interviews.
Learning as much as possible. Learn a lot about our field of expertise and at the same
time, learn a lot about our own culture. Using the knowledge of our expertise, we can
help spread and enhance our knowledge of our culture within the nation.
Increase the effort of translating academic books and books of knowledge into our own
language as this is a part of the process to increase literacy and knowledge access.
Increase promotions, events, and activities revolving around our cultural heritage and
practices. To attract people, most of the time their attention must be sought from their
field of interests such as entertainment and fun leisure activities.
Increase contents in media regarding our own culture especially those for our younger
generations. This is important in ensuring they are nurtured with our culture since their
early ages.
LIMITATIONS
Our research did not include public surveys, but only focused on closed group interviews
with professional and selected individuals who are mostly academicians.
Our focus of study is mainly done on the influence of the media towards one race, the
Malays. Further researches may be done on the influence of media towards other races
as well to decipher the trend of the media influence in Malaysia.
Our research is focused only on broadcast media. Other branches of media are not
explored in this research.
Our research involves only four interviewees, which is less than six to be credible enough
for the research objective of the whole research to be accomplished.
References
BOOKS
• Zahazan Mohamed and Ahmad Hasan Mohd Nazam (2007), Hadith 189, , 300 Hadis
Bimbingan (pp. 129), Telaga Biru Sdn Bhd
• Ustaz Pahrol Mohamad Juoi (2013), “Inilah Kemerdekaan Hakiki”, in , Gen-Q (24th
ed., pp. 15), Telaga Biru Sdn Bhd
WEB ARTICLES
• Ibnu Khusairi Ibnu Aris (2007), ‘National Laureate fears Western influence on Malay
culture’
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• Zarina Zawawi (n.d.), ‘Debating Asian Values: A Case Study of Malaysian Reality TV
Shows’
• Rebecca L. Osborn (2006), ‘The Influence of American Popular Culture in the Global
Media’
• Jawad Sarwari (2007), ‘Afghan paper warns against spread of Western culture’,
ProQuest
• Andri Gunadarma (2012)
• Anne Ahira (2013)
PERSONAL COMMUNICATION (INTERVIEWS)
• PROF. DR. AZNI ZAIN AHMED, DEPUTY VICE CHANCELLOR OF ACADEMIC
AND INTERNATIONAL AFFAIRS, UiTM (Feb. 5, 2014)
• PROF. MADYA DR. MOHD ADNAN HASHIM, RECTOR, UiTM MELAKA (Jan.
23, 2014)
• MR. AHMAD HARITH SHAH, LECTURER, FACULTY OF LINGUISTIC
STUDIES, UiTM MELAKA (Feb. 3, 2014)
MR. AHMAD FAUZI SAAD, PRESIDENT, SRI AYESHA ISLAMIC SCHOOL also
MANAGING PARTNER, 3i CAPITAL GROUP (Feb. 7, 2014)
MEDIA CONTRIBUTION ON LOCAL COMMUNITY AND URBAN TOURISM

DEVELOPMENT IN MELAKA CITY:
A CASE STUDY ON MEDIA AWARENESS TOWARDS CULTURE OF CHETTY

COMMUNITY
Arif Aiman Bin Othman, Mohamad Aizuddin Bin Mohamed Abdul Ghani, Nur Alia Binti
Zainuddin, Hazrynna Natasha Binti Hasnan, Elisa Haida Binti Ismail, Ainul Syafiqa
Binti M.Sabarital
Presenter:Mohamad Aizzuddin Abdul Ghani
Abstract
Historical records stated that the Tamil traders from Panay in Tamil Nadu settled down in
Malacca during the sovereignty of the Sultanate of Malacca. This research paper is about
a case study on media awareness towards culture of Chitty community. The purpose of
this research is to have a better understanding on the role of media in contributing the
awareness towards Chitty Community, to know how Chitty Community can benefits the
viewers, and also to find out how media can help in building a better Chitty Community.
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The data collected to support this research is from a method called in-depth interview. As
for the conclusion, this research helps in showing media’s role in giving awareness to the
public on the existence of Chitty community in Malacca.
Keyword:
INTRODUCTION
Media is the plural of medium (Rodman, 2012). In the twenty-first country, media are
not just considered as keys to everyday life (Press & Williams, 2010). The globalization
of media is nothing new or surprising as living life with the media use is quickly
becoming one of the universal conditions of life in the developed and developing words,
crossing cultural, social class and racial lines (Press & Williams. 2010).
The traditional Chetty settlement is located at Kampung Tujuh along Jalan Gajah Berang,
which is also inhabited by a small number of Chinese and Malays as well. Many of the
Chetty have since found jobs in Singapore and other parts of Malaysia. The ethnic
identity of the Chetty is nearly lost. As many of them are assimilating into the
mainstream Indian, Chinese, and Malay ethnic communities culturally, this small but
distinct group of people that has survived for centuries is now on the brink of extinction.
PROBLEM STATEMENT
Media is the key channel that gives information wherever we go. Howe ever, what
seems to be problem here is Malaysia media lack of exposure towards the Chetty
Community.
There is short of awareness toward the community thus certain people don’t know
them. Media should be an important role in disseminating information and should not let
some racial or ethnic group been separated and created a gap among the races in
Malaysia.
Hence the lack of exposure to Chetty Community in Melaka made many people does not
recognize them.
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RESEARCH OBJECTIVE
RO 1: To study the role of media in contributing the awareness towards Chetty

Community.
RO 2: To identify benefit the viewers about Chetty Community.
RO 3: To find out media help in building and developing about Chetty Community.
LITERATURE REVIEW
Media Roles as disseminate information.
Mass media spread efficiently as communication and socialisation instruments in a

modern society. Mass media is the important element and mechanism for traditional
society to change into modern city. This is because mass media capable to spread
message consistently and able to play its part in the society’s transformation (Hasnita,
2007).
Influence of Media
Media plays an extensive role in individual’s daily life and it just drags people into its
world, and make people believe that whatever they do, they see and they hear is true, and
the most trustable (Sunman, 2012). Mass communication consists of mediated messages
that are transmitted to large, usually widespread audiences (Rodman, 2012). Mediated
communication is any type of sharing of messages conveyed through an interposed
device, or medium, rather than face-to-face (Rodman, 2012).
Chetty Community in Malaysia people thought
According to Sithambaram (2005), The 'Malacca-born Hindu Community' or more

popularly known as the “Malacca Chetti or Chetti of Malacca”, has its origin in the era of
the Malacca Sultanate of the fifteenth century. Although concrete date of historical
importance are not available, can piece together available information as to the origin of
this Community, It is of course an irony that most, if not all historians of this country
have conveniently forgotten the existence of this Community.
METHODOLOGY
In the way of gathering all the information about the media contribution on local
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community and urban tourism development in Melaka city: A case study on media
awareness towards culture of Chetty Community. We are using the internet, notes and
books as the tools for searching the journals and related articles from several of journals,
notes from the related source, and books from library plus with the studies that had been
made in the books about the related articles. This way is very helpful for us since it did
give us some information which we needed.
In-depth Interview
For our research we had interview a various type of people which selected on the basis of
com ation of criteria. The criteria were based on their position and experience. Their
knowledge, for example, through attending higher level meetings at the state government
are important for the research to understand the actual aim of the research concept.
People that we interview are:
Puan Valliammni a/p Sinnaperumal, Pengawas Muzium Chetti

Mr. Raja , JPM-Kebudayaan
Mr. Khalil
Harits, Media Prima Reporter
Mr. Asyraaf Zamzam, Engineer
4.1 RQ 1: How do media play its role in contributing the awareness towards Chetty
Community?
4.1.1 Media as a medium of social consciousness.
According to Mr. Harits he said :
The way of this community can be known by others with the media awareness toward this
community. By exposure of the media like television and social media towards this chetty
community could help the society in Malaysia to be aware that this chetty community is
there and only one here in Melaka.
Another informant Mr.Khalil feels that media should be the sources of medium
information towards the community.He also agreed with Mr.harits that by exposure of the
media like television it actually could help the society in Malaysia to be aware that the
community is there.
“I feel that this is very important if we want to make this community much expose
towards the world and media is playing a very big role to ensure this community to be
well known to the world.”
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According to En.Raja, he said that:
“If the media want to know about our Chetty communitylife we always welcoming
the presence of the media to come and have a real to experience the way of life as Chetty.
Media such as journalists themselves can record and distribute our daily lives to any
media channels. This will help the media to feel the new experience with originality that
they go through by their own.”
According to Aunty Vailie she state that:
“Media is well aware of the Chetty community. This is because every time there is a
festival held by the Chetty certainly there will be the media coverage. Through this
viewer can recognize and differentiate between Indian and our Chetty community
because of our own uniqueness.”
Mr. Asyraaf Zamzam said that:
Media can highlight awareness in public because through that we can share
information with the help of mass communication. We can bring out the hidden
information that people don’t really know about Chetty community.
4.1.2 Media as a source of information.
According to Mr.Harits he said that:
The media like newspaper, television and even internet should be the source of
information toward the Malaysian society and even to the world. He also mention that
“I think it is actually a must for us the media people to give some exposure or shout
out about the chetty community from the media like television and if it is need much more
strong impact social media like, twitter, facebook, blog and even their own website.”
He also states that by this, it will affect the tourism industry in Malaysia.
Other than that, Mr.Khalil also brings up about this point:
Which he think that media people should give some research about this chetty community
so that people around Melaka, Malaysia, and even in the world could know about the
culture and the way they live, which mostly like how the Malay live.
According to En.Raja, he said that:
Journalists will be able to get more detail by the information they will disseminate to the
public. Information that is complete and full filling will be accepted by Malaysians. Thus,
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the Malaysian people will be ready to recognize Chetty community.
According to Aunty Vailie :
She agreed that media is a source of information.
“This is because media will come to coverage us. Through this, Chetty community will be
known for sure because there will be news, documentaries or anything that is ready to
spread by the media. In additional, media channel in Melaka certainly recognize the
Chetty, and many people have made a documentary about us.
According to Mr. Asyraaf Zamzam, he said:
Media is one of the most important source of information these days. They help to
make public opinion. Their positive role makes the people aware about this Chetty
community
4.2 RQ 2: How do media benefit the viewers about Chetty Community?
4.2.1 Increase the awareness towards Malaysian.
According to Mr.Harits the reporter in Astro Arwani Perak:
He mentions that the community or the viewers also will be getting benefits from this
Chetty community, this is because people could learn on how this community work and
live.
“I always believe that, in any culture, there will be a speciality in the way that they
live, so the uniqueness of the chetty community culture should be exposed.”
Mr.Khalil mentions that:
This community is not really well-known like how the Baba-Nyonya community, so by
that if the media people should make some exposure towards this community. By that it
could give benefits towards people in Malaysia about culture in Melaka.
“This is important because people could get much more information about the
culture and even the way that they live.”
Encik Raja said that:
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With the approach from the media, Chetty community will get an audience and can be
recognize. This is because over the years the public only knew and only notice they well
known community such as as Baba and Nyonya. Through the media certainly it can
increase the awareness about our Malaysian towards Chetty community.
Another informant Aunty Vailie agreed and said that:
The media is totally helping to increase the awareness because there are program such
as documentaries and radio broadcasts especially in Malacca that spread about our
social heritage and culture.
Mr. Asyraaf Zamzam, engineer, said:
As many Malaysians don’t know about Chetty community, media can benefits the
viewers by changing their opinions because they have access to people and this gives it a
lot of strength. This strength can either be used constructively by educating the people.
4.2.2 Media can improve on how society interacts.
As a reporter in Astro Arwani, Mr.Harits said that
By this community culture it actually could help the society could improve on how they
communicate with each other or even with others because of the different impression.
“Society can be better in communicating with each other, because on how the way
they look might confused the people around on how they communicate”
What he mean by this is that, if that person is Indian, doesn’t mean he or she
doesn’t know how to communicate in a better Bahasa Melayu.
Also Mr.Khalil mention,
“It is better to be media as a medium to improve the community to be well-known.

By that, the way that they communicate with each other and even with the other
community, which as we known or if people do not know, this community are much
comfortable in speaking in Bahasa Melayu”
So as we could see that, media could help to improve on how the society interacts
with each other or even with others.
Encik Raja said that:
‘With the media, it really helps Malaysians to get to know more about the Chetty
community. In addition, our community is quite similar to the Malays and the India, for
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example in terms of food and conversation. But the uniqueness Chetty is like we are
wearing “Baju Kebaya”. Furthermore we have our own festivals like Ponggal Day, the
day that we shave hair for a newborn baby as the Malay practice.”
Another informant Aunty Vailie said that:
Our community have special festivals such as “Mandi Pendewasaan” for the new girl
that reach puberty, it is the practice ritual that will bathing and washed up the girl. This
proves the privilege of our culture is completely unique. So this helps and improved
media on how society interacts with the Chetty.
CONCLUSION
5.1 RQ 1: How do media play its role in contributing the awareness towards Chetty
Community?
5.1.1 Media as a medium of social consciousness.
The researchers have found that most of the respondents give a feedback that media
really play its role in contributing the awareness towards Chitty Community. They said
that by exposure of the media like television and social media could help the society in
Malaysia to be aware that Chitty community is there and only here in Melaka.
5.1.2 Media as a source of information.
The researchers have found that most of the respondents give a same feedback about
media as a source of information. They think that media people should get more detail
about this Chitty community so that people will know about the culture and they way
they live. In fact, this concept will affect the tourism industry in Malaysia.
5.2 RQ 2: How do media benefit the viewers about Chitty Community?
5.2.1 increase the awareness towards Malaysian.
From we have studied, media do increase the awareness about Chitty community
towards Malaysian and also with the approach from the media, Chitty community will get
an audience and can be recognize. Moreover, This is important because people could get
much more information about the culture and even the way that they live.
5.2.2 Media can improve on how society interacts.
Based on research we could see that, media could help in improving how the society
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interacts with each other or even with others. Media is the best medium in helping the
community to be well known. This could also improve the way that they communicate
with each other and even with the other community. In addition, Chitty community is
slightly similar to the Malays and the India, for example in terms of food and
conversation, we can see that the way Chitty community eats and talks, is not any
different from the Malays and Indians.
5.3 RQ 3: What will media help to build and develop about Chitty Community?
5.3.1 By giving a new knowledge towards Malaysian people on social heritage.
The finding of this research that we have found media will give an information,
explanation and even knowledge towards every level of society in Melaka or even in
Malaysia. Media is one of the efficient medium in attracting the attention of Malaysian
such as the government give something that can make life easier such as allowances and
also the attention of the people of Malaysia give towards the Chitty community.
5.3.2 Media in expressing the right information towards a society development.
Could see that by research the real of this culture of Chitty community could be seen in
the media. So that people could see that it is actually the real and original one. Also,
Media should obtain the originality by experiences themselves in everything they did.
This will help them to be appreciated, as they are the important medium that presented to
the public. Chitty community is very welcoming media to come and experience
themselves to have a life among the Chitty community.
THE EFFECTS OF COOKING SHOW IN PORTRAYING CULTURAL

DIVERSITY IN MALAYSIA
Nazmi Hakim Bin Mahmud, Muhammad Azraei bin Abd Rahim, Muhammad Azizul bin
Masthor, Mohamad Ali Rafiq bin Ibrahim, Anas bin Nong Lias, Wan Amirul Syafique
Wan Othman, Anwar Fahmi Abdullah
Presenter: Muhammad Azraei Abd Rahim
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Food is fabric of a culture, and with media nowadays, we are able to reach the distance
and understand others cultures. Cooking show is one of the way where people can learn
on how to cook, especially food that did not come from their culture. This brings to the
main aspect of this research, which focuses on the effect of cooking show in portraying
cultural diversity. Main objectives of this research is determine the impact of cooking
show on Malaysian cultural diversity, to understand the complexity of cross culture
through cooking shows, and also find out people opinion on cooking show that involved
other culture. Our main method in getting the findings is in-depth interview with people
that have view on cooking show; also we’re do library research on cultural diversity and
cooking show.
Keywords: Cooking Show, Cultural Diversity
SUB TOPIC 8:
MEDIA AND DEVELOPMENT
HOW TELEVISION HELPED IN PROMOTING THE DEVELOPMENT OF

MALAYSIA: THE CASE STUDY OF RTM
Arisha Binti Mohd Adnan, Ikhwan Bin Jaffri, Mohamad Idzham Bin Zulkefly, Muhammad
Firdaus Bin Hamsi, Nur Amirah Binti Abdul Muttalib, Nur Athira Amzar Binti Mohd Zainudin,
Siti Syahirah Binti Mohamad Suhaimi
Presenter: Nur AthiraAmzar Mohd Zainudin
Like many developing countries, and for many years, Malaysia has sought the help of television
to disseminate development ideas to its citizens. This study investigates on how Radio Televisyen
Malaysia (RTM) has helped in promoting the national development of Malaysia. Based on initial
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observations, the general hypothesis is that the public’s interests towards news and television
programs regarding the national development of this country are not being passed on to a big
portion of the targeted audience because of the existence of new media. Concerning
methodology, the study uses three main areas in critical media studies: qualitative research, in-
depth interview and thematic analysis. The study assesses the opinions of television viewers on
how television has helped in promoting the development of Malaysia, the public’s views on how
television has delivered information regarding the development of this country and the pros and
cons of using this medium to promote Malaysia’s national development. The theory used for this
research is development communication theory; the genesis of this theory is that there will be no
occurrence of development without communication. Finally, the study offers a list of
recommendations for the use of television for national development.
Keywords: national development, Radio Televisyen Malaysia (RTM), television, Malaysia,

communication development theory
INTRODUCTION
How frequent do you watch television? Most of us cannot picture a world without television. It is
undoubtedly one of the most popular inventions. Television plays an important part in the lives of
the vast majority of the population. It is also generally regarded as a domestic medium. It
provides entertainment and information right inside our homes and has become an integral part of
our everyday lives. It can actually pattern our daily activities. Television is used for many
different purposes, by different people, at different times, in different places. It is an easy
medium, not only in the sense of being readily available but also in the sense of requiring
minimal engagement and interaction. It is also readily responsive to human wants and needs.
Thus, viewers can be motivated or relaxed by it; they can be entertained or horrified by it; they
can be educated or fascinated by it; and they can be isolated or “networked” by it, all of these at a
touch of a button.
National development in Malaysia aims to establish a cohesive, progressive and successful

Bangsa Malaysia. Malaysia has been one of the leading developing countries and is forging ahead
to become a developed nation in its own mould. In order to be more successful, our nation has to
be managed efficiently and its weaknesses and shortcomings have to be overcome. This general
sector has to be widely exposed too to the public so that everyone will take part in contributing to
our national development.
In this case, television is undeniably an important medium that has helped immensely in the
expansion of our national development. Let us take Radio Television Malaysia (RTM), as a close
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example. RTM is the first broadcasting company in Malaysia. It is one of the most recognized
public broadcasting company in our country. RTM has helped to propagate the idea of national
development a lot by generating many programs regarding the development of Malaysia. For
instance, in 2010, RTM aired a special documentary to promote the launching of i-City, the 29-
hectare digital township in Shah Alam, Selangor as a new representation of our national
development.
Therefore it is clear that the researchers have chosen this topic of research as it is related to the
main theme of our academic writing project, which is Media and National Development.
RESEARCH QUESTIONS
In order to study the relationship between Malaysia’s overall development and how television
helped promote it, these research questions were asked.
RQ1: How has television helped in promoting the national development of Malaysia?
RQ2: What are the public’s views on how television has delivered information regarding the
national development of Malaysia?
RQ3: What are the pros and cons of promoting Malaysia’s national development by using
television as a medium?
The significance of this study is to show how television has offered a big help in the development
of Malaysia. Television has the power to promote our national development by airing television
programs and advertisements regarding the country’s development sector. Therefore, this
research can be contributed to the government of Malaysia so that they could use the findings to
help in improving the development of Malaysia through the use of television.
Upon completing this research, public broadcasting companies, such as RTM, can benefit from
our research and could generate more ideas on creating television programs that has aspects of
Malaysia’s national development and specialize more on this sector. As a matter of fact, people
rely more on television to obtain information compared to the other mediums. Thus, the
researchers hope that this research will benefit the society in many ways as much as it will benefit
the broadcasting companies.
RELATED THEORIES
The theory that is related to this research is Development Communication Theory. It states that
there will be no occurrence of development without communication. It is applied to people’s
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response on what they viewed on the media.
According to Kalyani (2003), the media undertook the role of carrying out positive
developmental programs, accepting restrictions, and instruction from the States because the
media subordinated themselves to political, economic, social and cultural needs. Genaro (2009),
also adds that this development communication theory implies respect for the human as a person,
respect for his intelligence and his right to self-determination. Thus, it is a social process because
it seeks the human response of people in society.
Thus, for this research, “Development Communication Theory” is the most suitable as it fits with
the topic of our research that is “How Television Helped in Promoting the Development of
Malaysia”. Basically, this theory helps in showing how Malaysia can grow through the use of
television in our daily lives.
METHODOLOGY
The researchers have decided to use qualitative research for this study because it is much more
suitable. This research method is designed to expose the target audience’s range of behavior and
their perceptions on the specific topics or issues of the research topic.
Other than that, in order to get additional information, library research has been done. The
researchers have used the Internet as the instrument for collecting information on the particular
topic through journals of past researchers, books and related articles from online databases –
Google Scholar, Emerald and Proquest – which are very credible sources.
Another approach upon finishing this study is by conducting in-depth interviews, where the
researchers will be interviewing a few informants who has high knowledge on the research topic
and is qualified to answer. All interviews will be done in person and the questions used in the
interviews will be open-ended questions and is flexible according to the informants’ opinions,
allowing new questions to be brought up during the interview sessions.
Thematic analysis will also be used in this study. This type of analysis concentrates on more
noticeable themes and patterns of behavior (Aronson, 1994). From another point of view,
thematic analysis simply a method of qualitative analysis based on participants' conceptions of
actual communication episodes – a theme is identified based on recurrence, repetition, and
forcefulness (Keytonn, 2006). Thematic analysis will be applied in this research based on the in-
depth interview with the informants. The information that the researchers will gather from the
informants will be grouped under a number of themes and be elaborated.
LITERATURE REVIEW
IMPORTANCE OF COMMUNICATION IN A COUNTRY’S DEVELOPMENT
Cambié and Yang-Mai (2009) stated that:
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“Communication is one of the most important functions to master in order for any country to
succeed in today's globalized social and economical environment. As such, international and/or
cross-cultural communication strategies play an increasingly important role in the development
of a country.”
From the researchers understanding on the passage above, communicating to the public is one of
the most important aspects in developing any country. This may be due to the fact that, if the
public does not know what is going on in their country there might be a slight chance of the
country being underdeveloped because of the lack of communication.
It is the basis of a country for the rulers to interact with the public so that there is a two-way
communication. This will help the growth of the nation gradually as communication is crucial in
any given situation.
According to Murray (1999):
“Television has had an explosive impact on our lives. In its short history, it has come to assume a
dominant position in information dissemination. A 1996 survey by Times-Mirror indicates that
the American people prefer television to print and other elements of the mass media as a source
of news by a margin of 65 percent.”
Referring to the quote above, it is clearly stated how significant television to the society. It is a
form of media that can grasp the attention of millions of people every day. Thus, it proves that
television is indeed an important medium that can benefit the society in as many ways possible.
Apart from that, it introduces us with the whole world’s civilization, culture, trades and
commerce, weather, sports and recreation. Television is also able to propagate information to the
public and is said to be the most up to date means of communication. It is like the entire world
comes to our homes and we can see the live telecast of the news of politics, science, inventions,
sports and other important events of the world.
HOW TELEVISION HAS HELPED BUILD A DEVELOPING NATION
According to Ali Salman (2010), who focused his research on information and communication
technology (ICT) in Malaysia, it has shown that not only are the urban communities are
embracing ICT, but even the suburban communities are participating in ICT indicating a larger
potential market with which national television can interact by providing more online content and
a feedback system. This is an opportunity that should be grasped by the national television in
positioning itself as a key player of the broadcasting industry.
The growth of ICT in Malaysia is outstanding because the younger generation of this country are
born and raised in this technological era. Thus, it is not hard for them to catch up or to understand
what ICT is. In this new age, the youth are more advanced than the older generation; it is because
the latter age group is not very tech savvy and the gap between these two age groups is affecting
the television industry drastically.
Besides that, in the researchers’ opinion, television is one of the most used medium to broadcast
information regarding political views to the public. With the information aired on television, the
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public knows – more or less of – what has been going on in the political sector. This is evidently
significant as stated earlier that the development of the country will not move forward without
communication.
Not only that, television has helped the public understand the relationship of Malaysia and other
countries. Therefore, it is vital for the citizens to know these relationships for the betterment of
the country.
THE ROLE OF PUBLIC BROADCASTING COMPANIES IN DISSEMINATING

INFORMATION
“For more than four decades since television was first introduced in this country, television in
Malaysia has gone through a lot of changes and development. With 169 channels currently
available it certainly gives the impression that there is a variety of information and entertainment
currently available for Malaysian audience” (Juliana Abdul Wahab, 2005)
Even though there are lot more interesting channels available on television nowadays, it is hard to
deny the importance of RTM, especially of TV1 in today’s media industry and towards the
development of the country. It is believed that TV1 promotes the national agenda and is able to
cater for certain groups in the society. It is beneficial to have a national broadcasting channel so
that government messages can be communicated to the public effectively. RTM is equated to the
BBC in England in terms of its importance, tradition and more conservative approach. This is
prove that national television helped in promoting development in Malaysia as it provides a lot of
useful and important information compared to the other channels that tend to show people a
variety of entertainment programs just to attract the audiences to watch their channels.
Taken from the official website of RTM, it is stated that this public broadcasting company has a
prime objective that is consistent with the country’s development plan. It is hard to describe on
how far RTM is effective in fulfilling its missions when it was officially introduced to Malaysians
on December 28 , 1963. This is because there are less research done to analyze the effectiveness
th
of RTM in playing its role as a major medium in promoting the development in Malaysia.
However, through observations, RTM can be categorized as successful in achieving a few
mission such as successful in encouraging Malaysian’s interest in art and Malaysia’s culture. The
exposure that is done by RTM through Pertandingan Pesta Dendang Rakyat and a few channel
such as Malaysian traditional songs can be seen as interesting and effective to attract the
audience.
DISCUSSION AND FINDINGS
RQ1: How has television helped in promoting the national development of Malaysia?
Television is a very important tool for people nowadays. Most households around the world own
at least one television set. There are countless advantages of watching television, such as, gaining
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new information, a form of entertainment or leisure, learning while watching and so on. One of
the benefits that the researchers have focused on is how this medium helped in promoting the
national development of this country. Without us realizing, television has helped us directly or
indirectly by broadcasting advertisements of amazing destinations, informing medical assistance,
public service announcements etc. According to an article entitled “The Profound of Influence
Television on Society” (2009), watching television seems to be an integral part of our everyday
life – many people think that it is impossible to think of life without it. It is just like thinking of
life without media – it is unimaginable. Media provides information, entertainment, and comfort.
Moreover, this electronic device has a powerful impact on the public because it helps them
develop their point of view on social, economical and political issues. As an example on positive
social, economical and political issues, television portray good family values in dramas and
television series, also forums which allow people to create a dialogue among colleagues, friends
and family – this will definitely open their minds on the topic of discussion, whereas for the
political issue, RTM for instance, broadcast live telecast of the parliament, this is one of the most
clear example on how television has helped in promoting the development of the country. Why?
It is because by showcasing this conference on air, the general public will at least know what are
being converse openly by the politicians about the progress of Malaysia. The influence of
television on society is getting stronger and stronger as technology advances. The shows, movies,
and commercials adapt to the society. So while they are being molded according to what the
viewers want, the more they will have great influence on how people think, taken from the article,
“The Profound of Influence Television on Society” (2009).
The Ministry of Communication and Multimedia of Malaysia plays a huge role in disseminating
news to the nation. News is the main key to a country’s development because it informs people
about current affairs. News also includes tourism, technology, and infrastructure and so on, which
are as well important in the growth of a country. Advertisements too played a major part in this
sector, whether if it is about road safety, health, education, even products. Whether we notice or
not, television has helped us think subconsciously because what we see, we will eventually
practice and it is vital for the authorities to broadcast programs that will help develop the public’s
minds and not ruin them.
For instance, RTM airs 1Malaysia oriented programs – this is definitely a good example for us to
compare because Malaysia is a multiracial multinational country and by airing programs which
are not biased on only one race will certainly bring the communities together and harmonize the
country’s wellbeing. Other than that, the information broadcasted on RTM are all authentic and
are approved by the government therefore it is safe to say that, RTM do not air false news.
RQ2: What are the public’s views on how television has delivered information regarding
the national development of Malaysia?
Radio Televisyen Malaysia’s TV1 and TV2 are the public television offered to deliver
information on any current issues happening in Malaysia. There are two types of public
perceptions on how far RTM has delivered information regarding the overall development of
Malaysia. First is the positive perception, the viewers believe that RTM is the only channel that
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deliver accurate information regarding the national development of this country in terms of
promoting Malaysia’s education, general information, art and culture and to propagate
government policies compared to the other channels, such as, TV3 that tends to screen a lot of
entertainment programs rather than current affairs or even ASTRO that constantly repeats the
same programs every day. People presume that RTM is a responsible television agent in
contributing to the national development as it does not show any negative programs to the
audiences unless necessary. RTM has a lot of informative programs for example Bicara Kampus,
a talk show that lifts undergraduates’ perceptions on current issues that is broadcasted every
Sunday. It is a good program for students because it enhances the way they think. Other
informative programs are Selamat Pagi 1Malaysia, Apa Kata Wanita,Surah Pilihan, Info Sukan
and Agrotek. On the other hand,the older generation thinks that the best news program to watch
are Berita Nasional and Berita Wilayah as they cover all the current issues from every state all
over the country compared to the other channels. While the youth feels that RTM is a dull
channel, they would still choose to watch news on RTM rather than the other channels because it
is no doubt that RTM broadcasts valid news updates. This is also supported by Hamelink (1994),
saying that television is one of the most significant inventions of the twentieth century and has
been regarded as a powerful medium for information and entertainment. The development of
communication technology has evidently enabled television industry to revolutionize itself, thus
enhancing the source of information and entertainment.
However, there are certain groups of people think that television is not a major medium to gain
information or entertainment anymore. This is because of the existence of the Internet. Today, the
Internet allows us to engage in exciting and enjoyable activities like watching movies,
downloading music, searching for pictures and graphics and even shopping just at the click of a
mouse. These are some of the added features that TV1 cannot offer. Plus, the market is now
flooded with mobile laptops and tablets to assist these activities. Majority, these groups are a
bunch of carrier people. They do not have much time to watch television. So, Internet is a great
tool for them to browse for the current issues.
Gershon (2001) states that nowadays, people consider personal computers as natural
communication devices and essential tools for living. Fast broadband connections enable rapid
exchange of data and information from all around the globe. This phenomenon is very distinctive
because it was so quickly and widely accepted and used. It has been said that it takes
approximately 30 years for a major technological advance to reach full social acceptance, yet the
Internet took only four years (Pollack, 1999). Internet is the biggest challenge of RTM in
spreading the national development, but, it is still a reliable tool to deliver information to all
especially for housewives and the older generation. In addition, some people see RTM as a very
biased channel, which is in fact government oriented, the general public have a negative view that
most programs – especially related to politics – that is screened on RTM are related to the
government political agenda.
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RQ3: What are the pros and cons of promoting Malaysia’s national development by using
television as a medium?
Television, as we all know, is a great medium of channeling information and providing

entertainment to us. For most people, watching television is an enjoyable way to spend time. It is
an undemanding activity that passes the time and there are very few families that do not own at
least one television. Since most people own a television, there has been an increase in the number
of channels available and shows to watch, so that you can quite easily find yourself spending
hours in front of the television. Consequently, you may neglect other activities that need doing.
Thus, although television may help to ease boredom, there are also some negative aspects
associated with watching television.
For some, television is a window to the modern world. By airing programs that promote
Malaysia’s national development on television, the public can gain a lot of information and
knowledge. Besides that, the nation will gain many important messages delivered by this medium
about the progress of our country – which we usually cannot read in magazines, books and
newspapers – on the spot.
Cambié and Yang-Mai (2009) stated that communication is one of the most important functions
to master in order for any country to succeed in today's globalized social and economical
environment. Thus, television is proven to be one of the best medium to create awareness and
alertness, in this case, in promoting our national development. Current news regarding the social,
economical and political sectors, make the public aware of what is happening in our country.
According to Owusu-Amoah (2012), he said that it is also important to note to say that television
is central to development, where it helps in the transmission of knowledge norms and values, and
therefore, can serve as a good medium to change negative mindsets of the society to the
government. Moreover, because politicians understand how important mass media have become
to retaining power and persuading citizens, they will eventually adapt to the point where, they
will lift up their image as a noble politician for the benefit of the country which definitely helps
the development of the country and gradually, the public.
Apart from its good side, however, television also brings some disadvantages to the viewers too.
In which some may have a bad perception of how the government is using television to propagate
their political ideas when actually they are trying to promote our national development. One can
well understand why politicians would want to divert attention from information that is
disadvantageous to their interests, but why would the mass media have an interest in simulating
transparency? Indeed, the media’s interests are quite different than those of politicians, but the
media’s mutual efforts also challenge the political values of transparency, and perhaps especially
when media and politicians view each other as rivals.
Many different kinds of mass media can fake transparency. But the dominant medium of political
communication in our age – and hence the dominant medium of political transparency – is
television. To understand how television simulates transparency, we must understand how
television shapes what we see through it. When we use television to understand politics, we see
things in the way that television allows them to be seen.
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At the same time, television creates new forms of political reality that exist because they are seen
on television. This is the reason why the society chooses not to believe what they see on
television. They ought to think that television programs that promote national development are
biased to the government. Plus, they have this negative perception that these “bias” broadcasters
that telecast government-based programs are all trying to cover up the deficiency of our country.
In this new era of science and technology, we have incorporated technology into our everyday
lives. In fact, we cannot live without electrical appliances that we call “necessities” and the
television is one of them. Thus, it is up to oneself to choose how they would want to accept what
television brings to them.
CONCLUSION
All in all, the researchers can conclude that, television clearly plays a huge role in promoting
national development to the vast majority. Especially public broadcasting companies since they
are authorized by the government. The channels that are included in these companies can be
transmitted all over the country and it is very convenient for the public, especially those who lives
in the rural areas. Since technology do not expand widely in these areas, at least information
regarding the nation are reached through television to most of the people.
Though there are good and bad effects of television but when it comes to disseminating
information of the country’s welfare, there are much more positive aspects compared to negative.
Therefore, in brief, the society still does rely on television for news and information because of
the authenticity even when they can only use their mobile phones or whatever gadget they posses
that has Internet access, television is still the first medium they go back to, to check whether the
information they got is official.
During the process of this research, there are a few recommendations that the researchers would
like to suggest for future researchers who are interested to do a study on a similar topic to this
research topic. First is, the researchers would advise on stretching the topic by changing the
medium used for this research, such as new media, since it is a fast growing medium and the
youth are using this instrument on a daily basis. Much more input will be gained and more points
can be elaborated. Besides that, the timeframe of the research should be longer so that the study
will be much more accurate and reliable.
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national-development.html
Pollack, B. (1999). “The State of Internet Marketing.” Direct Marketing, 61(9): 18-21.
MEDIA ROLE IN PORTRAYING MALACCA AS A HISTORICAL PLACE
AIZUL FAZLI B ZULKIFLI, MUHAMMAD FAIZ BIN JAMALUDDIN , MOHAMAD

DZULHELMI B MAHASAN, NOOR AMIRAH BT AHMAD ZAMRI, RAIHANA SAFURA
BT ABDUL HALIM, WAN HANIS SOPHIA BT WAN HALMI, NURFARHAH LYANNA
BT ROZAINI
Presenter:Wan Hanis Sophia Wan Halim
Abstract
This research involves discovering how the media will help improve and expose this particular
side of Malacca. The main goal in conducting this research is to study the society’s perception
towards the media role in portraying Malacca as a historical country. Thus, by doing this research
we certainly can identify what type of media is used in promoting Malacca as Malaysia’s tourism
site. We use qualitative research method which requires a number of people in positions or well-
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known and being interviewed to help us in the process of finding answers to the problems
mentioned in the problem statement. In the end of this research, we can see that the most
preferable medium choose by the societies is the electronic media. Hence, this research will
provide valuable and useful information for the media as to help them to improve their main role
towards our nation. The keywords are media, media roles, Malacca, society and historical
country.
Keyword:
INTRODUCTION
Media is an important agent of society serves for public by providing them the basic knowledge
and information on all aspects of a single issue or on various type of issue whether it is national
level or international level. Besides, it is not only provides information but it also gives a
direction for the public in making up their mind by judgments and perceptions. Previously, it was
impossible to mould the public perception or opinion for certain issues through media and people
living in different societies were unaware of what is happening to the world and out of their
concerned, but with the absence of technological revolution and development of journalism
specifically made it possible to inform the public no matter where they are living and to whom
they belong.
Media roles are to inform people about current, new affairs and to tell about the latest gossip and
fashion. It tells about the people who are geographically divided. There are different roles of
media based on International Journal of Humanities, (2011) which includes providing education,
entertainment, information in addition to the role of gate keeping which is to keep a check and
balance that which information is passing by and which is not.
The mass media become elements that influence the formation of values and culture in today's
society. Therefore it is difficult to separate society and mass media. In Malaysia, the media began
with the publication of the first newspaper in Penang in 1806 (Mansor Ahmad and Ahmad Sebi
Suit, 1996).
Malacca around 1400 M first is a state well known in the history of Malaya. During the era
heyday it was known as the largest and well-known port calls traders from all over the world.
Now Melaka still be an attraction especially for tourists to enjoy the historical remains which still
remains to prove the glory of Malacca in the past.
According to Simon Ramsden, previously Malacca was only a place to be a favourable place to
found a town, due to its sheltered harbour, its abundant water supply and its prime location
relative to the regional trade and monsoon wind patterns that was found by the ex-pirate Prince
Parameswara. But as for Malacca today, all these different traders and invaders intermarried,
resulting in the ethnic and cultural diversity which now make Malacca a UNESCO World
Heritage site, such a fascinating place to visit and also, for the non-culturally-curious partners of
the many culture vultures who flock to the city, also a delicious one in which to eat.
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While there are many historic places in Malacca, however, there are still handful societies in
Malaysia still lack knowledge about historical places and not all Malaysians who had visited
Malacca.
Although the tourism department is already carrying out their responsibilities in promoting
Malacca, however, it is better if the media has helped in the development of the state of Melaka
as historic. As we all know, our society is more easily influenced by how the media attract people
in promoting Malacca state.
Thus, by carrying out a study on the role of media in the development of Melaka as historic state,
we can obtain ideas and suggestions to help the media to develop Malacca state. Besides, the
media can use or make reference to help develop a state of Melaka as historic and perhaps even to
other states in the future.
PROBLEM STATEMENT
The main issue is that the media is not fully educating and exposing Melaka as the historical state
in Malaysia. Even though Malaysia’s history is a vital subject in schools, the young generation
are still very clueless on the full depiction of how Melaka is known for its history values. This
research will be able to help Malaysian citizens, especially the young generations, to be able to
understand the importance of Melaka in playing a huge role in Malaysia’s olden times. The media
would be able to portray a deeper meaning regarding Melaka’s famous past thus improving its
future. The issue for this research is to find out how media will help improve and expose this
particular side of Melaka. By acknowledging this problem, the young generation and society
these days will be reminded of how great Melaka once was and still is due to the historical facts
depicted by the media. The media will help reach the audiences thus teaching the citizens of
Malaysia concerning Melaka’s history.
RESEARCH OBJECTIVES
RO1: To study the society’s perception towards the media role in portraying Malacca as a
historical country.
RO2: To identify what type of media is used in promoting Malacca as Malaysia's tourism site.
RO3: To study how a city depends on media to develop the country itself.
RATIONAL AND SCOPE OF STUDY
The rationale of this study is the researchers hope to learn the society’s perception towards the
media role in portraying Malacca as a historical country in Malaysia. The researchers want to
know on how the much the media role in Malaysia is portraying Malacca, understand what their
perception of the media role in portraying Malacca as a historical country, the type of media is
used the most by Malaysia media agency to promoting and portraying Malacca as a historical
country to the society and Malaysian citizen and to recognize on how a city depends on media to
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develop the country itself.
There are two parts for significance of study which is in policy and practice. In a point of view for
policy is The Ministry of Communication and Multimedia Malaysia can use this research papers
as a references to identify the society’s perception on the role of media towards Malacca as a
historical city. Besides, the researchers will have some understanding towards on how to identify
or interpret the society’s perception that may cause the development of a historical city. In
addition, these may help the media consumers to understand better on the role of media in
developing a better nation in the future. While in practice, the ministry can make use of this
research to watch and control the society to prevent them from manipulating the mind of the
public and libel of information. This research can also contribute in daily practice it can help us
understand the ethics of the world of media and sharing information to the public before
publishing it.
CHALLENGES OF HISTORIC CITIES IN THE MILLENNIUM
According to a journal titled Challenges of Historic Cities in the New Millennium: Lessons from
Malaysia Byrd. Badaruddin Mohamed, Dr. A. Ghafar Ahmad and Dr. Nurwati Badarulzaman, it
is stated that “there has been lack of drive on the government side to educate the public on the
value of these buildings to the younger generation.” This statement affects this research due to the
fact that the issue of how the young generations is not fully exposed to the history of Malaysia’s
historical values. The government needs to cooperate with the media to help lessen this problem
from spreading. Young generations will be our next leader therefore, it is vital that they are
educated about Melaka and other historical states.
SOCIAL MEDIA CONTRIBUTION TOWARDS ETHNOCENTRISM
Based on the same journal, Arai (2009) stated that the media can help promote national unity.
This suggests a positive outcome of the media in exploiting Melaka’s history; the whole nation
could come together through the knowledge of Melaka and its past, thus creating a general
agreement that will lead to harmony. This will help improve Malaysia as an upbringing country.
This clearly shows how the media plays a huge role in the society’s eye. The society will be more
knowledgeable of Melaka and the young generation wouldn’t miss out on Malaysia’s history.
MEDIA PROMOTING HISTORICAL EVENTS
Media, especially television, plays an important role in the production of knowledge about the
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past. Originating in Britain, historical documentaries have been part of German public service
broadcasting output since the 1960s. The producers of these documentaries understood
themselves as part of the discipline of history, contributing to historical knowledge. As such, the
programmes were addressed to experts and mainly discussed themes from the 'official' history of
political processes. Archive footage did not serve as a historical source but rather as illustrated
texts, demonstrating what Thomas Fischer calls the 'text's hegemony over images' (Fischer,
2004).
CHALLENGES OF NEW MEDIA FOR DEVELOPING COUNTRIES
The development of communication technology enhanced the circle of influences. Mass media
brought major alteration in both human thought at the individual level and cultural developments
at the collective level. The process of social, cultural and technological evolution is by no means
at an end. Media globalization trends equipped owners to produce and distribute messages at a
larger scale. The media plays its role to choose to tell the society or the world that Malacca is a
historical state in Malaysia or otherwise. Although new communication technology just like the
Internet is providing additional means of dissemination of information and can be an useful
medium to share the information to the society, but in developing countries it is leading to widen
the gap between those who have access to information and those who do not have it in Malacca.
THE MEDIA ROLE IN DIVERTS THE ATTENTION OF THE PEOPLE
To understand the role which the media should be playing in Malacca, the researchers have to
first understand the historical context. The media has a very important role to play in this
transition period, as it deals with ideas, not commodities. So by its very nature the media cannot
be like an ordinary business, (Katju, 2011). As the researches have already mentioned, in the
transitional period the media should help the people to move forward into the modern, scientific
age. For this purpose the media should propagate rational and scientific ideas on how to promote
as the media often diverts the attention of the people.
POWER AND THE NEWS MEDIA
Radio and television were very influential. As the 20th century closed, TV exposed us to untold
numbers of image of advertising and marketing, suffering and relief, sexuality and violence,
celebrity, and much more. New and influential media-distribution channels have appeared in the
21st century. Delivered via the World Wide Web across the Internet, we are influenced daily by
blogs, wikis, social networks, virtual worlds and myriad forms of content sharing”.Thus, without
any doubt the media plays the most important roles in conveying and spread news all over the
world. The media can use any types of medium in helping Malacca to be an historic states such as
by using the books in telling a story about Malacca, the newspaper as one kind of medium to
promote Malacca or perhaps use the most influential media which is the radio and television as
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their main attraction against the society.
MASS MEDIA INFLUENCE ON SOCIETY
According to an article by Dr. Anthony Curtis, 2012 which was entitled as Mass Media Influence
on Society, “over the last 500 years, the influence of mass media has grown exponentially with
the advance of technology. First there were books, then newspapers, magazines, photography,
sound recordings, films, radio, television, the so-called New Media of the Internet, and now
social media. Today, just about everyone depends on information and communication to keep
their lives moving through daily activities like work, education, health care, leisure activities,
entertainment, travelling, personal relationships, and the other stuff with which we are involved”.
Thus, the above statement clearly shows that we as a society were really depends on the media all
the time. Therefore, it is important for the media to help in developing Malacca as an historical
state.
RESEARCH THEORY
The theory that is related to this research is Uses and Gratification Theory also known as a
psychological communication perspective.
The Uses and Gratifications Approach views the audience as active, meaning that they actively
seek out specific media and content to achieve certain results or gratifications that satisfy their
personal needs (Spring, 2002). This theory is suitable with researcher’s project which is want to
find out the effectiveness of media contributing by promoting Melaka state as a developed based
on historical city. The researcher want to find out is the audience of media who is known as
society is really use the media to fulfil their needs.
Since the theory is related between audience, media, and society, then there is a relativity to use
this theory into the research topic. By do this research topic, the researcher can get the
information about how society reacts to it.
METHODOLOGY
The researcher has choose Qualitative Research as main method in conducting in this research by
applying several steps in Qualitative to make sure the data gained is dependable and has concrete
data to help these research in its own quality.
Interviews will be conducted in this research to make sure the research is reliable by gaining data
from original source and to make sure the findings are not plagiarized by others. The interview
will be done face-to-face, and type of questionnaires will be used is open-ended question. It is to
make sure that all objective for this research were achieved. Additional methodology such as
journal, online journal, books and internet are used in this research.
For this research, the data analysis strategy from qualitative research that will use is Thematic
Analysis. According to Braun and Clarke (2006), thematic analysis is identifying, analysing and
reporting patterns (themes) within data. It minimally organises and describes your data set in
(rich) detail. However, frequently it goes further than this, and interprets various aspects of the
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research topic. The thematic research will be applied in this research to make sure the research
objective is achieved and the research question is answered well. This research also help
researcher to understand and help to find out the information further from variable sources.
DISCUSSION AND FINDINGS
This research, as stated, has conducted several interview sessions in order to help complete this
study paper. This method of obtaining the research’s findings is incredibly obliging in fulfilling
this particular paper task. The interviews are based on three research questions;
RQ 1: What is the society’s perception towards the media role in portraying Malacca as a
historical country?
This question was first asked to determine the interviewee’s perspective of the media role.
Interview sessions among eight people have drawn down to one main aspect of media which is
that the media is an important means in portraying Malacca as an historical country. According to
Ms. Zuhairah Mustafa Al-Husin, TV9 News Anchor and Television Personality, she has stated
that “The thing is, the media is an influence that can help raise the name of Malacca, whether in
terms of promotions directly or indirectly, an example may be connected directly or cultural
exposure of the activities and events in Melaka, so we use the media to promote Malacca to the
local community”. Ms. Zuhairah’s perspective of the media is held within her words of ‘promote
Malacca to the local community’ which clearly means that the media holds a huge responsibility
in upholding Malacca’s reputation. This statement is set as proof for our research. The majority of
our candidates have mentioned both printed and electronic media are equally important. Mdm.
Aflieza Arshad, journalist for Berita Harian and Melaka Hari Ini has also supported this idea by
stating that the local community of Malacca itself is depending on printed media for information
concerning any issue in this city. According to her, printed media has more details and content
rather than electronic media due to its prolonged service. Mdm. Aflieza’s answer is mostly biased
on the printed media, being in the printing media industry; even so, this does not go against the
main point of media being a very accessible medium of information. The media helps not only
tourists outside of Malacca figure out the historical values of this city, but also inform the locals.
The major key of this study’s first research question is that the media plays a very huge role in
promoting Malacca and the historical values it holds. These statements can correlate with the
findings of the journal Challenges of Historic Cities Cities in the New Millennium: Lessons from
Malaysia Byrd. Badaruddin Mohamed, Dr. A. Ghafar Ahmad and Dr. Nurwati Badarulzaman. As
stated in the journal, the cooperation between the public and government to help educate the
public is running dry. Ms. Zuhairah’s response works so well with the journal because she stated
how the events and activities in Melaka should be more promoted by the government itself. This
interview session supports this research’s findings and has been a tremendous factor of our
research. Media is without doubt a huge source of information; these feedbacks can also help
support Thomas Fischer (2004), in which he calls the 'text's hegemony over images'. In which
Fischer meant television media and imagery beats printed media any day.
RQ 2: What is the type of media that is used in promoting Malacca as Malaysia's tourism
site?
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This next question is to answer the type of media that is usually used in promotions and spreading
out the information with reference to Malacca’s history values. The majority of the answer is
regarding the electronic media. Mr. Abdul Halim bin Mohd Damiah, Vice President of Serba
Dinamik Group answered this question truthfully as a citizen’s voice stating that “For me, the
most commonly used media to promote something is electronic media. Not forgetting the print
media, but the community is more effective to electronic media such as television, radio and
YouTube. The service may be more widespread. Gadgets like the ‘smartphone’ are broadly used
to highlight the historical city of Malacca.” Based on this answer and perception, electronic media
is very distinctive and are likely more dominant in this technology age. This generation is more
familiar to the gadgets and electronic devices laid out for them. The information is at the tip of
the fingers, now with just a swipe; information will be flowing in every stream. Ms. Zuhairah
answered this question with “Social media, the social media actually is a medium of news
channel for 'community', meaning the indirect communities are all journalists present, meaning
not consciously aware that they are journalists, for whatever they post on social media, is news to
others. It's the reason our way of life depends on the social media, and mass media and printed
media have changed to create their own account or create a space for social media fans, such as
existing account 'Twitter' for the Daily News, and TV9 News messengers because they want to
participate in the lifestyle of the present age.” According to this particular answer, it generally
shows the modern lifestyle of this generation with their dependence on the electronic media.
Through this type of media, Malacca’s historical sites and values will be widespread throughout
the world. Based on these feedbacks, as explained in the literature review, Katju (2011) briefly
stated that the media has a very important role in managing society’s perception towards a certain
issue or in this case, Malacca. He also stated that the media cannot be like an ordinary business.
This finding has resembled a certain pattern in this study concerning the media’s function in
helping Malacca rise as an historical site in Malaysia.
RQ 3: How does a city depend on the media to develop the country itself?
The third research question is about how Malacca depends on the media to be exposed to the
world. This question collected the same answer from all eight candidates regarding the idea of
promotion. Mdm. Rohani bt Hamzah, head of the Promotion Department of PERZIM affirmed
that “No matter how sophisticated or advanced a certain place is, even if it’s a museum or a
shopping complex, without the media, promotion would not exist.” This proclamation helps
define media as a helpful medium to not only Malacca but also towards any other country. This
answer shows that the media is needed to help conjure up the idea of elegance and to promote a
thought to the world. TV personality and news anchor, Ms. Zurairah said “Promotions and big
events in Malacca should be exposed in the media with many kinds of media; printed and social
media. We know Malacca itself has an impact in many senses such as the human civilization, the
history of Islamic civilization and the civilization that came from the Parameswara times. The
government should use this factor and identity to help promote this state.” She also added
“Melaka itself is multifarious, we have mini Malaysian village, the village of Hang Tuah, Morten
village but what had been done to promote it? Not much, therefore, the Melaka state government
may have to experiment. Why, why? This is because Melaka should be a place where tourists
visit. But what went wrong, why do people only know Jonker Street, why don’t people say 'I
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want to go to mini Malaysia Village?” This answer helped strengthen the fact that the media is
needed for promotion and to expose the historical facts and values of Malacca. Mr. Abdul Halim
also provided with his answer, “If you've already known the country, it must be because of the
media itself. As I said before, the use of media in Malaysia is wide spreading and causing
UNESCO to declare the historic values. The influence of the media is so powerful. Clearly the
media is an influence to the society’s perception regarding a place or situation. These interviews
helped answer our research questions. These answers are supported by our literature review; Arai
(2009) mentioned that the media will help unite the community of a certain place. This clearly
helps support the answers given by the candidates about how the media can help bring out the
best of Malacca to the world. The media will give brand new eyes to Malacca based on the news
and information circuiting around.
CONCLUSION
The media is a tremendous help and a new method of communication for this modern world in
promotion wise. The media assists a helping hand for Malacca in exposing its rich historical
values and monuments, as well as its local community. Without the exposure, Malacca would be
just another state unknown of its historical essence and beautiful sites. It is affirmative that the
media has played a huge role in the upbringing of Malacca’s heritage and historical fundamental
sites and are somehow preserved by the help of the media in exposing its features.
Throughout this research’s conductivity, there are several recommendations that would like to be
suggested to future researchers and parties that will be involved to accomplish a better outcome
and understanding in conducting their research. Firstly, the time given for this project should be
extended. The preparation for interviewee to be interviewed by researcher takes a long time
which will interrupt the findings process. Secondly, the question should be specific. The answers
given by interviewee are not really specific and usually general answers were given. Thirdly,
prepare extra questions asking about their experience. Sometimes the interviewee can be out of
topic because they are too focused on answering the question with their experience. Fourth,
researcher should find more information about the scope of study. No previous research was
made related with this topic hence, the researcher need extra effort to gain source and to complete
this research.
REFERENCES
A Ghafar Ahmad. (2006). Cultural heritage of Southeast Asia : Preservation for world
recognition. Journal of Malaysian Town Plan, 3(1), 52-62.
Ahmad Sebi Abu Bakar. (1996). Pembentukan dasar akhbar: Penentuan sikap dan arah. In
Mansor Ahmad Saman & Ahmad Sebi Abu Bakar, Peranan Media dalam Masyarakat Moden
(pp. 31-37). Kuala Lumpur: Dewan Bahasa dan Pustaka.
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Ayesha Sadaf. (2011). Public perception of media role. International Journal of Humanities and
Social Science, 1(5), 228-236
Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in
Psychology, 3 (2), 77-101.
Curtis, A. R. (2012). Mass media influence on society. Retrieved from http://www2.uncp.edu/

home/acurtis/Courses/ResourcesForCourses/Media&Society/MassMediaInfluenceOnSociety.htm
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Ebbrecht, T. (2007). Docudramatizing history on TV: German and British docudrama and
historical event television in the memorial year 2005. European Journal of Cultural Studies,
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Katju, M. (2011, November 5). The role the media should be playing in India. The Hindu.
Retrieved from http://www.thehindu.com/news/justice-markandey-katju-on-the-role-of-media-in-
india/article2600319.ece
Mohd Yahya Mohamed Ariffin & Md Sidin Ahmad Ishak. (2011). Pengaruh persekitaran ke
atas polisi organisasi media dalam konteks perhubungan media di Malaysia. Jurnal Pengajian
Media Malaysia, 13(1), 37-49.
Ramsden, S. (n.d.). A short history of Melaka. Retrieved from http://goseasia.about.com/od/
malaysianculturepeople/a/history_melaka.htm
Spring, E. R. (2002). Uses and gratification/dependency theory. Retrieved from http://zimmer.
csufresno.edu/~johnca/spch100/7-4-uses.htm
MOTHER TONGUE EDUCATION FOR THE DEVELOPMENT OF A

COUNTRY: THE ROLES OF PRINTED MEDIA
Nur ‘Athirah Binti Mohamed Yusof, Muhammad Fikri Bin Shahrudin, Noor Ainum Ibnu
Hajar Binti Abu Seman, Aliaa Zawani Binti Zainal Abidin, Siti Roahaya Binti Mohd
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Nazir, Nuraqilah Syuhaidah Binti Che Mohd Supardi
Presenter:Nur ‘Athirah Mohamed Yusof
By writing this report, we aim to study the importance of language in the development of
Malaysia, investigating the effect of printed media in generating language for the development of
Malaysia, as well as finding out the roles of printed media in developing language for the
development of Malaysia. For this research, our scope of study is the printed media available in
our country Malaysia. The methods in collecting the findings for this research is by using the
research design in which we will be using the qualitative research, in-depth interview, sampling,
and many others. This report will contain our ideas and thoughts on how the printed media can
help in contributing to the enhanced used of our mother tongue in developing the country.
Besides that, we would also like to help to mold our country as such Japan, South Korea, and
Germany who managed to develop their country successfully by using their very own language.
In addition to that, we would also like to give awareness to the young generation that the mother
tongue language is more important than the second or third language that they are using in their
daily life.
Keywords:mother tongue, country, development, printed media, education
INTRODUCTION
By the time children begin school, they have begun gaining confidence in their ability to
communicate meaningfully in their mother tongue. They have built a foundation of knowledge
and experience through observing and interacting with peers and adults in their community. The
language, knowledge and experience that children bring to school form an important foundation
for their learning in the classroom. In an era of globalization, a society that has access to
multilingual and multicultural resources like Malaysia has the advantage in its ability to play an
important social and economic role on the world stage. To gain this, Malaysia first of all has to
educate its people in a language that most of them understand in this case Malay language. This
teaching method had been proven to a develop country such as Japan, which use it mother tongue
language to educate its people.
To enhance the usage of national language, the appropriate media that is most helpful to be
used is printed media. In Malaysia, the printed media is written dominantly in national language.
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This is because; by using our own mother tongue, public would read it in order to gain
information. Furthermore, our culture and history are also written in our mother tongue so that
our community would understand better our origin. Language is not only a tool for
communication and knowledge but also a fundamental attribute of cultural identity and
empowerment, both for the individual and the group (Ball, 2011).
The problem that occur in using mother tongue as the main language in the education is
that information available nowadays are hard to find in our mother tongue language compared to
in English. On the other hand, although the students have difficulty in understanding and learning
in English, the language is still being used in education instead of the mother language. A study
by Hamidah, Melor and Nor Zaini (2002), Noreiny Maarof (2003), and Hazita Azman (2004)
show that students’ incompetence or lack of skill in English can be attributed to several non-
linguistic factors such as learner’s attitude, geographical location and ethnic group. Majority of
students interact in mother tongue. Some students find themselves unable to express in English.
They have no idea of proper sentence structures, and do not know proper pronunciation, spellings
and grammatical rules.
RESEARCH OBJECTIVE
Below are the objectives that we have planned to achieve through this research paper:
RO1: To study the importance of language in the development of Malaysia.
RO2: To investigate the effect of printed media in generating language for the
development of Malaysia.
RO3: To find out the roles of printed media in developing language for the
development of Malaysia.
The outcome of this research can be used as a reference by the Ministry of Tourism and
Culture Malaysia as well as the Ministry of Education which are a body who governs any source
of information that is spread to the public. This research paper can be used to find out the ways on
how printed media can help to develop ‘Bahasa Melayu’ for our country development.
As seen today, ‘Bahasa Melayu’ is the only language that can be understood by all
Malaysian thus it has the ability to unite the mind of all Malaysian. With the aim of generating
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better graduates, it is better to teach in ‘Bahasa Melayu’ as the students can understand more and
better on the matters being taught while the contrast in situation will happen when learning in
foreign language as the student just memorize them without even understanding what it really
means. From this, it can be seen that the students will lost their interest in the subject as well as to
study as they find that the subject being taught at school is hard to be understood thus they will
neglect their study. Unintentionally, this will leave a big impact to the development of the country
in the near future.
In order to empower the Malay language, printed media should implement the production
of, translation, and the use of books and materials essentially printing. The printed media in
Malaysia itself has to find the initiative to translate academic books from other languages into
‘Bahasa Melayu’ so that knowledge can be communicated to the Malaysian people with more
understanding. By doing this, the media will helps in strengthening the Malay language and also
contribute to the advancement of the nation. As an example, in Malaysia, we have an attachment
in the newspaper (eg:Didik) that provides exercises for those students who will sit for UPSR. The
used of ‘Bahasa Melayu’ can be applied here. By this way, the students can understand as well as
remember thoroughly on what they have learned. From here, we can ensure that the students
would not lost their interest in learning thus we can mould our future leaders as to help in
contributing to the development of Malaysia in becoming a knowledgeable and successful
country in the eye’s of the world.
MOTHER TONGUE AND PRINTED MEDIA
To enhance the usage of national language, the appropriate media that is most helpful to be
used is printed media. This is because; by using our own mother tongue, public would read it in
order to gain information. Furthermore, our culture and history are also written in our mother
tongue so that our community would understand better our origin. Language is not only a tool for
communication and knowledge but also a fundamental attribute of cultural identity and
empowerment, both for the individual and the group (Ball, 2011).
PRINTED MEDIA ROLES ON DEVELOPING COUNTRY THROUGH MOTHER

TONGUE
By promoting it through media, students can be aware on how important mother tongue is.
Media also can enhance mother tongue’s usage and let others see its’ beautifulness. The sole use
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of a majority or national language in the educational environment may lead to a decline in the
student‘s fluency with their native language, (Abd-el-Jawad, 2006; Allen, Crago & Pesco, 2006;
Priven, 2008). As our young generation is our apprentices, who will introduce our mother tongue
internationally and make them known as one of other’s country second language, the printed
media will be a great help in preserving our national cultures (mother tongue) to youth.
Monolingual, majority language education may also alienate students from the educational
system, or create a sense of disconnectedness from the students’ own cultures (Kosonen, 2008;
Trudell, 2007).
PRINTED MEDIA AND THE IMPORTANCE ON DEVELOPING COUNTRY

THROUGH MOTHER TONGUE USAGE
Malaysia has various ethnic populations that came with various culture and language. Thus,
the variety of culture and language of the ethnic affect the use of mother tongue negatively.
Insurmountable obstacles to mother tongue education—the mixing of ethnic populations and
languages (Walter, n.d.). In return, the mother tongue will be forgotten and not be used
effectively. Our mother tongue is our identity, it is very important to preserves our origin.
However, many parties especially parents do not take this matter seriously, they are using and
adapting the second language in their daily conversation. Thousand of languages are endangered
when parents no longer teach their children and speakers stop using it in everyday matter (Why
Language Matter, n.d.). Hence, the printed media will be a perfect contributor to promote our
national language especially to our new generation.
PRINTED MEDIA EFFECT ON DEVELOPING COUNTRY THROUGH MOTHER

TONGUE
Sering kali dasar bahasa boleh menjadi alat penting untuk membentuk integrasi politik dan
tamadun tinggi tetapi sering kali juga dasar bahasa boleh menjadi punca krisis politik
danbudaya yang boleh mengancam kemajuan bangsa dan negara sekiranya dasar itu
tidakdiuruskan dengan bijaksana (Dato Dr Hassan Ahmad, n.d.). By promoting the mother
tongue in a wrong way, media may harm the positive values of our people thus ruin our identity’s
values to the outsiders.As time passes, new word in mother tongue is created by the media
unconsciously. The usage of these new words has it pros and cons. Some people might think that
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the new word use by media is a ‘trend’, but how about the others who are not really mastered in
mother tongue? How are they going to adapt to the new word as they are not mastered in mother
tongue? How are they going to promote mother tongue internationally? Thus, the media should
be more careful in using and changing the word of our mother tongue so that others will not
misunderstand it. Before examining the influence of the mass media on language development one
must first decide whether the language of the mass media contributes a ‘new’ language in
comparison to the traditional forms of communication, such as book (Willie. M, 1979).
COMMUNICATION THEORY
The theory that we believed is related to our topic is the Agenda Setting Theory. The
Agenda-Setting Theory comes from a scientific perspective, because it predicts that if people are
exposed to the same media, they will place importance on the same issues (McCombs&Shaw,
1973). In our study, we would like to use agenda setting theory as our communication theory.
This is because in our opinion, this theory is suitable and relevant with the needs of our study.
This theory describes a very powerful influence of news media and it also has the ability to tell us
what issues are important. Thus, we are choosing this theory as we believe that media give a deep
impact to the people towards the importance of mother tongue. They can be influenced by the
information written in the printed media.
METHODOLOGY
The method used in this research is the qualitative research. According to Ospina (2004),
qualitative research is a form of systematic empirical inquiry into meaning. This qualitative
research is designed with the aim of revealing the target audience’s range of behaviour as well as
the perceptions that fills it with the reference to specific topic and issues.
For further information on the matter, we also carried out the in-depth interview. In-depth
interview consist of conducting individual interviews with a small number of respondents to
know more about their perspectives on a topic or situation (Boyce, 2006). This method is proofed
to be useful when in search for detailed information on a person’s thoughts and also behaviours as
well as exploring new issues that occur in depth. It is also often being used with the purpose of
providing context to other data or offering a more complete picture of what had happened during
the program and why did it occur. The interviews are conducted face to face between the
interviewer and interviewee. The questions used in interviews were in the form of open-ended
question as well as the semi-structured questions. Besides that, during the interview, we also
followed the impromptu style of interviewing as to allow new questions to be asked during the
interview session. The interview held with each of the informants is held at different places.
Thematic analysis gives the meaning of ways of seeing (Boyatzis, 1998). Different people
have different views even though they perceive the same information, events, or situations.
According to Leininger (1985), thematic analysis gives the meaning of the com ation of data in
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which it is already themed together is more beneficial compared to standalone information. It is

an analysis that sees which answer or finding is the most popular or frequently given by the
informants. The most frequent answer given by the informants will be concluded as the answer to
our research.
RQ1: Why is language very important in developing Malaysia?
Mother tongue acts as a communication tool. Mother tongue is the first language learned since
childhood. Apart from that, mother tongue also refers to the language used in the country. In
Malaysia, our mother tongue is Bahasa Melayu which is used dominantly by Malay, Chinese and
Indian. There are many reasons why mother tongue is very crucial in developing our country.
First, our mother tongue is our daily communication tool. “To understand human and humanity, it
is very important to know the characteristic of the language as language is a life sources and
shows the power of people,” said Mister Ahmad Harith Syah, a language lecturer in UiTM
Campus Alor Gajah, Malacca. Every race in our country is using Bahasa Melayu to communicate
with each other. As in Malaysia, the largest population who speaks originally in Bahasa Melayu
is Malay and to enable the other races like Chinese and Indian to communicate with them, they
have to be fluent in Bahasa Melayu too. Thus, this will help the daily activity such as buying and
selling matter as all of them can understand each other very well.
Mother tongue as our national identity. Mother tongue is very powerful in human life. It
shows our national identity. Wherever we go, our mother tongue is always with us. No matter
what kind of language that we learnt, our mother tongue will always be the first. In Malaysia,
Bahasa Melayu is used in government sector widely and it is a must to use it in formal occasions
and purposes among government staff. For example, when in court, everybody must use Bahasa
Melayu. As for the foreigners who do not know how to speak in Bahasa melayu they will have a
translator who will translate everything they said to Bahasa Melayu. This is stated by Mister
Amran who is a head editor for Utusan Malaysia, Malacca branch. Besides, it is to ensure that the
citizens have a sense of high self esteem and affection towards their own country. The feeling of
affection and high respect towards the mother tongue will drive them to see their own country
moving forward on par with other developed countries added Puan Dari’ah Sulaiman. They
indirectly uphold the origin as well as the history of the country too.
Mother tongue as a tool of unity. In Malaysia, we have various races and beliefs. Each
races have their own language. So, in order to avoid factionalism, the use of mother tongue
language is very crucial. This is because the language itself will unite them as they understand the
language. Thus, there will be no negative minded among the races as they speak in the same
language. This is taken from Miss Nurul Huda, a language lecturer in UiTM Campus Alor Gajah,
Malacca. Strong unity ties among the various races will ease the process of facilitating a
consensus and cooperation from them as to develop the country accordingly. This is because, the
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mother tongue is most close to the heart of the citizens and is easily understood by all ages.
Communication in foreign languages is not actually discourage or being unable to reach a
consensus among the races, but it just that it will affect the understanding of the people, who
mostly are consisting of different background as well as different knowledge of different cultures
said Puan Siti Azrinah Khasron.
Mother tongue as a medium of transmission of knowledge. The first divine revelation by

ALLAH S.W.T to Prophet Muhammad S.A.W is ‘Iqra’. ‘Iqra’ means read. This shows that by
reading people can gain knowledge, no matter what kind of language they are using. From this,
we can relate that Bahasa Melayu can give us Knowledge too. We should not only emphasize the
use of English language. As English language is used globally, we should not neglect our very
own mother tongue language, as commented by Miss Nurul Huda. Why so? When we used our
mother tongue language, we can gain more knowledge as we understand the language better. As
we understand it better, we can relate it with and apply it in our daily life. If we learnt in language
that we are not so familiar with, we will have communication barrier. When we do not understand
something that we learnt, we tend to just memorize it. Thus, we lack the understanding, we
cannot generate our idea and knowledge into something that is ‘outside the box’ as stated by
Mister Ahmad Harith Syah. A disordered and keep-on-varying education policy will make it
more difficult for students to master their native language and to realize the importance of the
mother tongue language as well in order to develop a country. The instability of the education
policy will affect the interest of the students in the mother tongue language that has existed for
ages. If students lost their interest in their own mother tongue language, it will be rather difficult
for the country to create a generation who is able to develop without damaging the identity (in
this case, the mother tongue language especially) of the country itself stated Puan
Dari’ah Sulaiman.
RQ2: How do the printed media affect the development of Malaysia through the usage of
language?
Language literacy society. Language shows the mother tongue speaker’s knowledge that
allows them to communicate, expressing their feels and thoughts as well as carrying out the other
language functions. If one has problem in communicate in their own mother tongue, they will
reflect the negative image of our society. For example, the usage of filthy and disrespectful words
will give a bad impression on the Malaysian who is well-known for our ethics and manner. By
not being language literacy, one might use inappropriate words while in conversation thus giving
a whole lot of different meaning to the things that one really wanted to say. Mister Amran said
that what we wrote mirrored ourselves. So, printed media should be aware on how they construct
and write information for the public.
Language-favoured society. By reading, we can mould our society in becoming those who
loves language and reading. In correspond to government sentiment of wanting to create a
society, who loves reading, the publisher should print out more reading materials in Bahasa
Melayu. Mister Ahmad Harith Syah commented on this matter, saying that nowadays in the
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market, there are lots of English books compared to Bahasa Melayu. From this, we can see that
our society is more interested in reading in English compared to their mother tongue language.
Plus, nowadays, we can see a lot of young writers, who started up as online novel writers, have
published their own novel in the market. This shows that, the young generation has started to
favour our own mother tongue language. Besides that, in magazines and newspapers, there are
columns where people who are talented in writing poems, short stories and literary compositions
in mother tongue can publish their work. By this way, the public who read those columns will get
to know new words and feel interested with the language. This then, will make them learn the
mother tongue thoroughly thus becoming a language favoured society. If the printed media
continue to multiply the number of translated-to-mother-tongue pieces, the knowledge that they
are trying to covey will eventually keep on growing as well as the members of citizens said Puan
Siti Azrinah Khasron.
Giving awareness on how important mother tongue to society. Malaysia has a month that is
dedicated to celebrate our mother tongue language. ‘Bulan Bahasa Kebangsaan (BBK)’ is
celebrated every October. Many activities are held through this month. The objective of
celebrating Bulan Bahasa Kebangsaan is in line with the development of country. How so? By
consolidate, strengthen and shows the pride and image of Malaysian race through the usage of our
mother tongue. Plus, printed media should take a deep action by promoting it and conducting a
contest about mother tongue language. The more public participate in the contest, the various
words in our mother tongue that they know and learnt. As language month is celebrating by our
people, thus the foreigner who came to our country will have a positive thought about our people.
How we Malaysians appreciate our mother tongue language by maximizing its usage and
adapting it in everyday life not only during the celebration month. Besides that, Puan
Dari’ah Sulaiman said that the printed media is also able to influence and change the perception
of those who thought of the language as to not essential and important with stressing the
importance of the mother tongue to them.
Upholding the mother tongue. New word is created as we keep using and adapting it in
daily conversation. Furthermore, new word also created as we learn new knowledge. Thus, the
numbers of existing and new words keep on increasing as time passes. The increase of words
shows that how our mother tongue language keeps on developing. However, for those who love
to communicate in foreign language, they might feel uncomfortable to communicate in national
language. The same reasons that they are giving is about formality. Some might saying that they
feel great in using English as it is some sort like ‘trend’ and it help them improves them a lot.
Here, the printed media should take part a lot by makes them realize that all the theories is not
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true, our mother tongue should be uphold and should not being forgotten said Mister Amran.
RQ3: What are the roles of printed media in developing language for the development of
Malaysia through the usage of language?
Upholding our mother tongue language by writing reading materials using it. There are
many types of reading materials available. By writing those materials in national language,
people will be more aware of the language. They also will care and love the mother tongue
language in order to preserve the historic value in it. For example, in such multiracial country as
Malaysia, the national language is everybody’s right. It is not only used by Malays. The printed
media can help to remove the stereotype thinking of the society that Bahasa Melayu is only
intended for Malays to use. With the upholding of the mother tongue language, people will unite
and understand each other better. Therefore, they will not classify themselves by races but as
Malaysians. Through national language, everybody becomes one. The sensitive issue can be
avoided and Malaysia can live in peace thus attracting foreigner to invest in our country. This is
commented by Mister Ahmad Harith Syah and is supported by Miss Nurul Huda.
Publishing, translating, and printing more reading materials in the mother tongue language.
The publisher should publish more printed materials in mother tongue language. As for NGO and
government body which are involved in translating materials, they should increase their
translating activities of foreign language to mother tongue language. Why printed media should
increase the reading materials in national language? This is because we want people to pay more
attention towards it as they are now interested with technology advancement thus getting
distracted from reading printed media. When they were distracted by the technology
advancement, people will neglect the importance of knowledge seeking through mother tongue
using printed media. Thus, this will affect the development of country as not many people wanted
to invest in underdeveloped country. This is stated by Mister Amran. Activities such as
publishing books that highlighted the importance of language and on top of that inviting people
closely related to linguistics field to write on language can be done directly as efforts to
strengthen the usage as well as the language. On the other hand, the printed media can also held
competition as to gain more attention and awareness on mother tongue. The difference is that the
teachers in school emphasizes the importance of the mother tongue language through the NILAM
program, that requires the students to read books and jot down about the content of the books
sated by Puan Siti Azrinah Khasron. Besides that, there are also reading and language corner in
classes and reading moth held in schools as to interest and encourage the students to read and
understand more on the language.
Diversifying the reading materials to suit all age of members of society. To create a reading
generation that can contribute to the country, the printed media should diversify the reading
materials that suit all ages of members of society. The more types of reading materials, people
will find it more interesting and do not have to stick to only one material. Mister Ahmad Harith
Syah said that the diversifying of reading material will enhance the vocabulary besides gaining
useful knowledge that can be used in the near future to develop the country. The various type of
355


reading materials of different field will expose our people to various knowledge, said Mister
Amran. By this way, our people can be multitalented and all rounder. Thus, the development of
country will not only be generated from the economic sector but as well as other sectors such as
agriculture, tourism, science and technology, medical sector and many more.
Reducing the ‘bahan picisan’/un-educational material. ‘Bahan picisan’ or can be also called
the un-educational material somehow affect the usage of our mother tongue language. The usage
of word in those ‘bahan picisan’ is not up to standard of our national language. It does not contain
useful knowledge; it is usually filled with distracting material such as gossips, inappropriate
pictures and information as well as obscuring the used of the mother tongue language with the
foreign languages. For example, the magazine ‘Mangga’ is banned for it content. As the printing
and publishing of un-educational material is being reduced, printed media can focus more on
educational material. When the younger generation read more educational material, they gain a
lot of useful knowledge that can help in developing their minded. Hence, they can be shaped into
becoming excellent future leaders. Thus, contributing to our future country’s development. Our
young generation is our future leader!
CONCLUSION
As a conclusion, we have to make conscious effort to ensure that, we do not lose touch
with our cultural heritage. The ability to speak one’s mother tongue is important to the cultural
identity. One’s mother tongue would be the language spoken by the people of the same race,
location or place. When we use mother tongue, it is very easy to speak or to express our own
thought or idea rather than we use a different language. Besides, we need spoken and practice our
mother tongue language especially to the young generation.
While using the mother tongue, we can promote the positive value of our culture. This is
because we would be equipped to resist external negative influences that may otherwise sway to
us. Other than that, we also can have a cultural identity of our own that would help us to
understand better how other people value their own language and tradition to develop their
country. Government should make many activities to community that involved with mother
tongue as a basic language exposure program.
A few recommendations and suggestions are would like to be highlighted to the future
researchers for their future researches conducted of the same main topic as the one that we
already conducted as well as other parties involved. The researchers could use this research as a
reference in interviewing more informants to obtain stronger responds and findings. In addition to
that, researchers also should increase the timeframe of their research as to conduct more research
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based of the same topic so that they can get better understanding on the matter. The future
researches can also be conducted outside of Malaysia to gain the responds and perspective from
people living overseas on the matter.
Through the technology era, English is generally the language adopted that ease
communication in sectors. However, this does not mean that we should neglect our own mother
tongue which is BahasaMelayu because this is our country identity and also to make sure that
Malaysian development and country heritage were spread over and been use by the people in
future.
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%2520of%2520media%2520in%2520developin%2520l
THE PERCEPTION OF MEDIA PRACTITIONERS ON MEDIA CENSORSHIP

TOWARDS COUNTRY DEVELOPMENT
Arifuddin Bin Ramlee, Fahmi Bin Mohd Fauzi, Ilyana Binti Mohd Taib Azmi, Mohamed
Imran Bin Mohd Ali, Muhammad Aiman Bin Khairudin, Raziuddin Bin Rusli, Nik Shazrin
Shah Bin Shahrizal
Presenter: Fahmi Mohd Fauzi
Abstract
The media has been around for ages and it has definitely expanded since it’s first started.
Media is not just one thing anymore it has expanded to mass media, printed media and
even social media. But eventually all good creations can be manipulated to do unwanted
and bad things. In this case, the media is a medium that showcases inappropriate contents
such as sex, violence and alcohol. This is where media censorship is needed to not stop
but reduce the showings into a minimum for the sake of the young viewers and exposing
them to the things that they’re now allowed to see. In this topic, we use Data Collection
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strategies and Qualitative In Depth interview. Every study of data collected through a
topic that has been made in detail can be concluded towards deeper. We also would
interview some of the people in the media being one of them is former journalist and
RTM TV1 news anchor, DatinSuriani Abdul Rahman. While censorship has many
positives there are also negative effects of censorship. It may hinder the ability for some
people to freely express their views and beliefs. Some people at times may also feel that
censorship hinders their rights to freedom of speech.
Keywords: Media, Censorship, Effects, Country, Influence
INTRODUCTION
Malaysia is a well-known country that consists of multi-cultured citizens with different

race and religion. This county is also one of the developed Muslim countries in the world
and also well respected. As we all know, media is used everywhere throughout the years
and has definitely become more advanced. Whether Linear Media or Interactive media, it
is now a big part of our lives to communicate with one another.
Censorship is the act or practice of suppressing the speech or public communication,

which is considered objectionable, harmful and sensitive, by a government, media outlet
or other controlling bodies. This public content is censored for many reasons that the
active bodies believe are immoral. Some reasons include: controlling obscenities,
pornography, hate speeches, protecting young children, to promote or restrict political or
religious views or even to protect the national security of a country.
To be fair, not all the things shown by the media are exactly good for us. For example,
television or movies have the elements of sex, drugs and violence, which are categorized
as 18 and above, but does it prevent from under aged viewers from not being exposed to
these contents? Little that we know these little things can affect our way of thinking and
the development or growth of our young generation.
Thus this is where media censorship comes in. As we mentioned earlier Malaysia is an
Islamic country and we have to honour the rules and regulations by our religion.
Malaysia has some of the toughest censorship laws in the world. The authorities exert
substantial control over the media and can impose restrictions in the name of national
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security.
The government is keen to insulate the largely Muslim population from what it considers
harmful foreign influences. News is subject to censorship, entertainment shows and
music videos regularly fall foul of the censors, and scenes featuring swearing and kissing
are routinely removed.
The Home Ministry may argue that it practices the current level of censorship to protect
the public but the evidence that exposure to onscreen violence and sex encourages people
to become more violent and sexual is contentious. The Film Censorship Board is the one
who control the censorship of films and some of the content that is censored have raised
some questions to viewers.
In conclusion, censorship can make a difference and will have an effect whether it’s
positive or negative in developing a country. It is important for a generation to know the
right way of thinking and not being too exposed and easily influenced by the negative
contents of the media.
RESEARCH QUESTIONS.
RQ1. What types of media content that is banned in our country?
RQ2. How censorship can affect our country development?
RQ3. Why censorship can improve our country development?
Media censorship has been greatly conducted in our day and age, because of its highly
revealing content that can damage those it may offend, or influence others by its immoral
messages. There is always some kind of censorship involved, especially in many
countries, where it is strictly prohibited by the government that strive to keep away the
audiences from watching the movie.
Media is a wide scope and most heavily dominated by today's society. Although there
are some materials that cannot be shown or demonstrated to people, but there are steps to
overcome these problems. The people who are responsible for producing quality work are
the film's director. They should not show some action such as violent, sexy and also
racial issue. By the way, they should produce the best work and also displays moral or
lesson that can be applied in our society.
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THE EFFECTS OF MEDIA CENSORSHIP
According to Nigerian journalist, Isa Muhammad Inuwa (2002), he says that lack of self-
censorship is also a problem militating against objective and developmental output by
Nigerian media. The media are seen as good in criticizing others but scarcely do they
criticize themselves in terms of observing the code of ethics of the profession.
He also stated the exigent need for good governance, responsible and accountable
leadership goes hand in hand with the need for active role of strong and equally
disciplined media towards enlightening, mobilizing and sensitizing both the public and
the stakeholders in this concern.
There is a good reason why censorship is a big deal in Malaysia. Our country is well
known for being well mannered, soft spoken and hospitality. With censorship, the
possibility of our people (younger audience to be exact) to be influenced by the bad
content of our media.
On the other hand, not of all our media can be fully censored. For example, lets take the
Internet. It is used by everyone and our Government strictly protect the use of the world
wide web. Sadly the bad side of it (pornography and foul language) can’t be prevented by
the users. This makes all users easily influenced by the lifestyle of the west.
IMPACTS OF CENSORSHIP ON CHILDREN
According to Peter Phillips (1997), Media concentration is rapidly changing the face of
censorship and new broader definitions are needed to understand the full dimensions of
the issue. In modern democratic societies this overt form of censorship continues to
occur, as well as its more subtle variations.
The government controls the media by imposing laws and acts to constraint the content of
each media. These laws not only instil fear among the journalists, but also prevent media
professionals from practicing investigative journalism and from playing any role as the
guardian of truth (Wang L. K 2001)
Technology is getting more advanced nowadays and it creates a whole wide range of
users, this includes children. Although the mainstream media in Malaysia is well
controlled, we must not forget the possibility of them watching unwanted things on the
internet and movies.
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Parents are always teaching children to use proper usage of language and at some point
their curiosity will get the better of them. Thus making them listen to songs with a lot of
cursing and watch TV programs or Movies with improper language.
CENSORSHIP IS ALMOST EVERYWHERE
According to Wan Amizah WM (2009), Malaysia is one of the countries in the world that
practice film censorship. The prevailing film censorship laws in Malaysia not deal with
all imported film, trailers, and documentaries, but they also encompass the production
and exhibition of local film Malaysia.
There are some mediums that should be censored before published to the Malaysian
society such as film, which is where FINAS comes in. Some films that come from
another countries have some violence part that can affect the society’s attitudes. The
foreign films that have sex scenes part that can produce the bad influence to the society.
On a musical aspect based on an article written by Samet (2011) who wrote for The
Cornell Daily Sun, he states that Censorship of music takes various forms, the most
common being the “radio edit.” The songs you hear on the radio are usually different
from album versions in terms of length, but most importantly they sanitize them for
public consumption, with “inappropriate” words bleeped or dropped out completely. This
can be especially annoying with songs containing multiple expletives, like many rap
songs, which end up butchered. It is also frustrating when tame lyrics that somehow get
soccer moms up in a bunch can be edited and unrightfully tarnish an otherwise great
song.
RELATED THEORIES
The theory that best represents our research Agenda Setting Theory. This theory is good
at explaining why people with similar media exposure place importance on the same
issues. Although different people may feel differently about the issue at hand, most
people feel the same issues are important.
Our understanding from this theory is that one issue can be divided into different
opinions in this case, Censorship in Malaysia. Some may say the purpose of censoring
some of our media is protecting our people from being influenced by the morally
depraved actions of the west. There are also a few people say that the content of our
media is harmless to the viewers. Our research is to get the professional opinions on
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whether censorship is a good contributor towards our country development or not.
METHODOLOGY
Qualitative research
As stated by Eraut (2012), “Qualitative research is all about exploring issues,

understanding phenomena and answering questions. While there’s a whole industry
engaged in its pursuit, qualitative research also happens in nearly every workplace and
study environment nearly every day”. Such examples of qualitative approach include
focus groups, in depth interviews, content analysis, ethnography, evaluation and
semiotics.
Qualitative research is a method of inquiry that is instilled within various academic

disciplines, typically in those of the social sciences but occasionally in market research.
The goals of qualitative researchers are to achieve an in depth understanding of human
behaviours and the reasoning behind said behaviours.
The focus group is considered a relative recent method when compared to other
methods such as individual interviews and participant observation. Originally referred to
as the focused interview, focus groups are distinguished from other methods of
interviews due to the fact that the researcher asks a set of questions that aim to arouse
collective views about a specific topic.
According to Shank (2002), qualitative research is defined as a form of systematic

empirical inquiry into meaning. Systematic refers to something which has been planned,
ordered and made public based on rules that have been agreed upon by members of the
qualitative research community. Empirical means a type of inquiry is grounded in the
world of experience whereas inquiry refers to researchers trying to understand how others
make sense of their experience.
In-Depth Interview
For our research we interviewed people that work in the media industry. Firstly we have
Datin Suriani Abdul Rahman, she was a former journalist and a news anchor at TV1.
Then we have The Deputy General Secretary of FAM, Abang Zulkarnain Abang
Abdurahaman. Last but not least is Miss Dayang Aqma who is reporter for Astro Arena.
We used the open-ended question and semi structured which means impromptu, allowing
new questions to be brought up during the interview session as a result of what the
answer from the interviewee.
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DISCUSSIONS & FINDINGS
RQ1: What types of media content that are banned in our country?
Censorship is an issue of growing significance as Malaysia attempts to modernise and

transform itself from dependence on agriculture and tourism into one increasingly based
on services and the knowledge economy. While the population is largely made up of
three ethnic groups which are Malays, Chinese and Indians. The Government’s policy is
to favour Malays and to promote the Islamic religion.
When talking about censorship it is evidently seen on the television but we have to look
at it on other aspects as well. For example there are banned contents in printed media,
let’s take the infamous Christians banned from using "Allah ".A Malaysian court has
ruled that non-Muslims cannot use the word "Allah" to refer to God, overturning an
earlier ruling of 31 December 2009 in favour of Christians' right to do so. A decision that,
at the time, had created controversy and sparked extremist attacks on churches and
mosques. This morning the judges of the Court of Appeal determined that the opening to
non-Islamic faithful would have "created confusion within the community." In response,
Christians recall that they have used the name " Allah " to define (also) the Christian God
for decades and that the new provisions - strongly desired by the government, to meet the
demands of the more fundamentalist segments of the country - violate their rights and
religious freedom.
When we asked our panel of practitioners on the banned media contents in our country,
this is what they have to say. Datin Suriani Abdul Rahman, a former journalist and TV1
news achor said it is obviously seen on our media nowadays and amazingly it can easily
influence young audience nowadays.
According to Samet (2011) he stated that often, censorship actually brings even more
attention to the inappropriate word. In a way, the silence or bleeping becomes more
noticeable than the vulgarity of the word itself. Children will notice, and they will use
their imaginations to fill in the blanks, look it up on the Internet, or hear it from their
friends. Now, the word becomes more taboo and children are more interested or even feel
rebellious saying it
The Deputy General Secretary of FAM, Abang Zulkarnain Abang Abdurahaman

responded by stating “I must say, the type of media content that are banned in our
country is sex, violence and language. We Malaysian are very strictly in terms of forms
of media censorship, with nearly a hundred movies banned in this decade alone on the
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pretext of upholding morality. But I can’t say much about the Internet. No matter how
hard we try, the user can also download a media from the Internet that doesn’t filter any
of the bad morality.”
According to Bayliff (2013), Project Attorney, National Judicial Education Program,

Legal Moementum, she said there is no way language can be neutral; it creates versions
of reality. Even when we talk about sexual assault we would use the language of
consensual sex to state assaultive acts.
Another respondent gave us a similar perception, “ In my opinion, type of media that are
banned in our country is based on sexuality content and violence. As we can see, in
Malaysia there’s not much of a movie with rated 18 and above. Malaysia does have this
type of media but only several in aspect. We also have FINAS for our country. The
censors pay special attention to nudity, sex, profanity, violence and sensitive religious
themes in films.” It is Dayang Zainatul Aqma, an Astro Arena Reporter who gave us this
response and based on her opinion most of the answers agrees with her.
As indicated from an article by the New Straits Times entitled "6,640 websites blocked"
(2013), the Malaysian Communication and Multimedia Commission has blocked 6,640
websites since 2008. Deputy Communications and Multimedia said the blocked websites
contained either pornography or malicious content or infringed copyrights.
RQ2: What are the effects of censorship to our country’s development?
Malaysia is a third world country and we are a nation that is thriving to become better
each and every day. Wawasan 2020 is still in the works and hopefully we can achieve
that goal with flying colors. Development is the continuous improvement in the standard
of living and the quality of life of the people in the country.
Opinions are the personal perspective and knowledge of a person that is given for
constructive use and we certainly got some informative answers.
Firstly, Datin Suriani divided the effects into Pros and Cons. She said the positive effect
is censorship can help curb certain negative behaviour that may occur from uncensored
material. In addition it can also help shape the positive mind of overall community. The
negative on the other hand is the censorship may be too stifling for the rakyat to not be
able to have the ‘knowledge freedom’.
According to Arjun Kulkarni (2011), the cons of censorship is all about degree and how
much to show and how much to hide. Has its pros, but if some people with vested
interests, then the whole point of democracy and freedom of manipulate the content in the
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media thought goes out of the window anyway.
Abang Zulkarnain explained that there is always accidents happen every day. But a
government cannot solve each single problem and what they always do is choose some
most important issues and just ignore others. Or sometimes there are some accidents that
influence their fame, they have to cover it and hope nobody knows.
There’s an article entitled “Radiation Wave Hitting US” discussing the issue that can
relate to Zulkarnain’s answer. “Radiation hot spots are popping up around the United
States thousands of percentages higher than ‘background radiation’, mutated wildlife is
being found dead on the same West Coast beaches where increased radiation levels have
been documented by independent researchers and the Fukushima TEPCO plant workers
have been caught using duct tape to fix their nuclear equipment. But according to both
the Japanese and United States governments, these events mean absolutely nothing” said
Anthony Gucciardi.
According to Miss Dayang, Censor should be done because when we watch a movie as a
family we need to eradicate certain scenes. It makes the film industry to make a better
movie and there will be limit for the filmmakers regarding the vulgar scenes. The film
must have something other than the love and vulgar scenes to entertain the audience.
Kids will be affected if what the media broadcast doesn’t have this necessary censorship.
The country as well might be effected and becoming worst.
As stated from BBC News, an article entitled “Censored ‘wolf’ movie angers film buffs”,
around 45 minutes were removed from Martin Scorsese's controversial film which has
predominantly scenes depicting sex and drug-taking and dialogue was muted to mask
profanity.
RQ3: How censorship can improve our country development?
Most of the respondents agreed that Censorship could make a good difference to our
country’s development. Datin Suriani focuses on the way of living by our people by
stating that censorship may help rakyat lead a healthy body with a healthy mind. A
healthy community will lead to healthy lifestyles and healthy lifestyles will lead to
healthy nation building activities and progress thus avoiding any complications between
one another.
According to an article written by Shayn (2012) censorship in media is necessary to
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prevent conflict happen between different races and religious especially in Malaysia,
which has many people with different skin colour. Censorship will play its role in
considering the topic that is sensitive like movie tell about racism or a talk that attack
some other religion. Censor will filter all the content that will affect the harmonic
between the societies before spread it out.
The advantages of censorship are that it can protect people from information that is
harmful or from images that might be considered distasteful or beyond the pale of what is
allowable under free speech rights. This is what Abang Zulkarnain had to say when this
question was asked.
According to Evans (2013), freedom of speech is important and censorship is to be

avoided, but all in balance. I think that for those of us who know about the technology it
is incumbent on us to consider how we can aid politicians in doing a good job for their
constituents by achieving the aims and minimising the impacts.
Miss Dayang Aqma stress out the importance of censorship to the younger generation.
She said censorship of pornographic material prevents the minds of children from
becoming corrupt. It is also necessary to preserve the secrets of a nation. And people may
copy dangerous stunts shown on TV or movies. Censorship proves necessary here. And
lastly it protects the privacy of people.
Based on article from the Guardian written by Sigman (2008), he stated that the
difference between a child and an adult is that children are more vulnerable to the effects
of everything from sunburn and alcohol to ideas and images. And while free speech may
seem a laudable aim between adults primarily commercial interests to speak freely to our
children are now using the concept. It all sounds very open and honest, but what children
need is censorship.
CONCLUSION
Malaysia is a well-known country that is rich with culture and we are a developing
country. We are defined by our actions and we always have a way of presenting our
language in the most polite way possible. As we all know it is very important for us to
communicate with one another and the selection of words are important. Language is a
beautiful creation that we use everyday in our lives but like most of God’s creation it can
be twisted for an unpleasant use.
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We cannot deny that everything has its positives and negatives, there is no denying
censorship has both of them. Censorship is all about perspective. Whether you are the
over the top strict parent or the care free, young kid who wants to know everyone.
Censorship will always be a heated debate; both sides have their pros and cons.
In conclusion, although censorship in Malaysia is not fully protected but we have to agree
based on our research it is doing us good rather than harm. The power of the Internet is
too strong for us to handle thus the knowledge of the society themselves are proven to be
vital. Our younger generation must be educated with proper ways of using verbal
advantage for good things and not the bad.
As this research was conducted, a few recommendations would like to be suggested to

future researchers and parties involved in achieving a better result and experience in
conducting their research. Researchers are required to read more about censorship and do
in-depth research on the topic that they have given or chosen. Understanding your own
research is very important not only for the researchers but for the people that we present
it to.
References
Malaysian Insider, (2013, November 16). Censoring the internet for the interests of the few.
The Malaysian Insider. Retrieved from
http://www.themalaysianinsider.com/malaysia/article/censoring-the-internet-for-the-interests-of-
the-few
harishrustic, (2011, December 07). Censorship does both harm, good. West High's
Newspaper. Retrieved from
http://www.waterloo.k12.ia.us/schoolsites/thespectator/censorship-does-both-harm-good
Aric Sigman, (2008, November 11). What children need in censorship. theguardian.
Retrieved from
http://www.theguardian.com/commentisfree/2008/nov/11/internet-digitalmedia
David Evans, (2013, June 07). Why Censorship The Web Is A Good Thing For Politicians.
Retrieved from
http://www.bcs.org/content/conBlogPost/2211
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6,640 websites blocked since 2008. (2013). Retrieved July 25, 2013, from
http://www.skmm.gov.my/Media/Press-Clippings/6,640-websites-blocked-since-2008.aspx
Claudia J. Bayliff, (2013, April 15). Raped or seduced ?? How language helps shape our
response to sexual violence. LEGAL momentum. Retrieved from
http://www.legalmomentum.org/resources/raped-or-seduced-how-language-helps-shape-our-
response-sexual-violence
jun Kulkarni, (2011, Sebtember 23). Media Censorship Pros and Cons. Buzzle. Retrieved
from
http://www.buzzle.com/articles/media-censorship-pros-and-cons.html
Anthony Gucciardi, (2014, January 08). Government, Media Cover Up Fukushima

Radiation Wave Hitting US. INFOWARS. Retrieved from
http://www.infowars.com/government-media-cover-up-fukushima-radiation-wave-hitting-us/
Dubai: Censorship 'Wolf' movie angers film buffs. (2014). Retrieved January 13, 2014, from
http://www.bbc.co.uk/news/blogs-news-from-elsewhere-25714055
THE PERCEPTION OF YOUTH ON 1957: HATI MALAYA TOWARDS

COUNTRY’S DEVELOPMENT AND ITS HISTORY
Anis Amira Binti Mohd Nazley, Elma Binti Azman, Muhammad Amir Amsyar Bin Said,
Nor Afzan Binti Mohd Salleh, Siti Zulaikha Binti Kamarudin, Nurain Bt Nor Azmi
Presenter: Nurain Norazmi
Film industry in Malaysia is growing rapidly with the presence of new talented actors and
producers. The research is done to understand further about the perception of youth on
Hati Malaya 1957 towards country’s development and its history. In completing this
research, qualitative research is the most suitable method to be used and thematic analysis
is applied in order to identify the best answers. Other than that, the outcome of this
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research can also build the spirit of patriotism in youth for the country’s development. It
also shows that the role of media in spreading important information such as history to
the youth is very crucial. As for the conclusion, this research proves that the youth are
interested in improving the country’s development through its history but they are hoping
that movie directors could portray it in a more interesting storyline such as Hollywood’s
Abraham Lincoln: Vampire Hunter.
Keywords: Country development, history, media, perception, youth.
INTRODUCTION
The improvement of local film industry showed the increasing statistic from viewer in
which their response on local film industry is more outstanding than before. However
most people does not realise that, they as a viewer was actually always being given with
some easy-to-go film which is more focusing on commercial purpose only. With only
hoping towards passionate, this local film industry production team are producing
commercial kind of films. They seem to forget that most of the films they produced do
not actually reflect the civilization and does not bring the civilization of Malaysia
towards development with the sentiment of patriotism that helps to bring the love in
people to their nation and country.
What is the meaning of patriotism? According to Oxford Student’s Dictionary of English
(2001) the true patriotism means the love and devotion we have to our country, in which
we are willing to sacrifice all we have to against the enemy for the sake of our nation and
country even it leads us for a sacrifice. It is perhaps not wrong to have an opinion those
films that being produced in our country with patriotism element in which lifting the
fragment of our country history was actually getting lost in time.
However, if we look over and scrutinize film with historical pattern, this kind of film is
actually trivial to get an attraction and hard for them to be Malaysian first neither their
second or third choices of film to watch, especially in the cinema. In terms of collection,
it is also disappointing. The nearest example is, film with the history of Malaysian
liberty, “1957: Hati Malaya” in which during the production of the film, it took almost
3.6 Million Ringgit Malaysia of cost with very less in the estimate collection, RM760,
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000.
RESEARCH QUESTIONS
RQ1 Why youth are not interested to watch Hati Malaya 1957 film that has elements of
history of Malaysia development and heritage?
RQ2 What is the perception of youth towards any movies that show the issues of cultural,
country development and heritage?
RQ3 What are the best alternatives media instead of film that can be used to advocate
history of Malaysia development and heritage to youth?
This research outcome is good and necessary for government agencies and non-
government agencies to enhance the rules and regulation for film censorship. Here are
few of agencies that prepare guideline in production of a film; National Film
Development Corporation Malaysia (FINAS), Ministry of Communication and
Multimedia and Commission Communication andMultimedia (SKMM). Government
agencies and non-government agencies should encourage producer of film to produce
films which are more focussed on elements of history and country development. For
example like giving a sufficient fund to producers in order to encourage them to produce
a lot of patriotic films type.
The research findings also will be very useful for many people such as parents, lecturers,
motivators, producers of film and especially the youth in terms of practice. Based on the
objectives, lecturers and motivators will enhance the effort to encourage university
students to fall in love with patriotic film and let them learn from the messages delivered
by any patriotic film. For example like give a talk on importance of patriotic film in order
to help university students understand more about country development and its history
instead of reading the collection of history books. University students must be educated
with the knowledge on how the previous leader worked so hard to achieve independence
for Malaysia.
Parents also need to put the same effort to influence the children in understanding the
importance of patriotic film in order to teach them to appreciate the peaceful today. For
instance, spend some time with the children to watch patriotic film together. Then, try to
persuade them to support patriotic film as education material. At the same time, the
research conducted will challenge the producer, which is producing a patriotic film is a
valuable work in both sides which are in business and as efforts to generate positive value
for youth. As a producer it is also important to focus on helping our generation exposed
to the value of patriotism instead of producing a film due to earn profits only.
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THE EFFECTS OF FILM

As channels to spread messages
The media is undoubtedly has a huge control over today’s society. With that being said,
many of the past researchers have believed that television screening and also films have
brought impacts both on positive and negative traits to human being. This opinion has
been supported by the statement included in the Reports and Papers of Mass
Communication; The Role of Film in Development by Peter Hopkinson. It is said that
besides radio, film can create the ambience for practical innovation, stimulate the thirst
for knowledge and provide instructions.
“We have demonstrated how, in ten minutes, film can tell a million farmers how to get
water on to their land at little extra expense.” (Hopkinson, n.d.)
According to Boyse (n.d.), youth spend an average of 6.5 hours each day with the media.
This includes television, radio, films and also newspaper. Therefore, it is really crucial
for the adults to understand how youth process the messages conveyed to them by the
media. Research has found that the media plays a significant role in the socialization of
youth. Media content consumed by children is likely to shape their perceptions of the real
world and the people operating within it.
“Socialization refers to learning one’s culture and how to live within it. Social cognitive
theory of mass communication addresses concerns about the effects of increased
viewership on human behaviour.”(Bandura, 2002).
Motion films and human nowadays are inseparable because they have the power to reach
massive audiences. Each year, more than 50,000 films are produced all around the world.
Each of these films has their own messages that it wants to convey to the viewers.
Malaysia’s film industry is very productive in the production of new films packed with
quality messages. Indirectly, when a person goes to the cinema to watch a movie, he/she
is learning through it.
Patriotic is one of the genres that Malaysia film directors are not bold enough to try. The
only person who is taking one step ahead is Datuk Paduka Shuhaimi Baba. She had
directed a few films with an element of patriotism like Hati Malaya 1957 and Tanda
Putera. These films are aiming to tell the viewer especially the youth on how to
appreciate the tranquility that the country has. It also on the other hand, tries to inject the
spirit of patriotism in the hearts of the youth. The heavy storyline however seems to
always fail to attract the youngsters and them usually find it hard to understand the exact
message of the film.
“Film can have advantages and uses that go beyond other forms of other media. Film has
the advantages of mobility and flexibility, which the broadcast media alone do not
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possess. Although frequently used in conjunction with broadcast technology such as

television, film can also be used independently in local gatherings or for project training
purposes. In fact, the necessity of a community gathering to see a film is one of the
benefits of this medium; subsequent discussion and peer reinforcement are valuable in
achieving the purposes of projects. Film is also widely applicable in education projects.”
(Mowlana and Wilson, 1990)
Based on the quote above, past researchers have discovered that film can be the most
effective way to use as a medium of conveying important messages to people because it
has its own uniqueness and attraction. People always find movies interesting; hence, film
directors in Malaysia must make an intelligent move especially in producing films with
patriotic spirit. This step is crucial in assuring that patriotic films can also win the hearts
of the viewer especially the youth as they are the future leaders of the country.
THE ROLE OF FILM
Helps in the country development
Many country in the world used film as the medium to teach on their history. The film is
mainly aimed for the youth as they are the future leaders and they have to know what
happened to the country before it reached its state of stability. The United States of
America produced historic films like ‘Pearl Habour’ and ‘Saving Private Ryan’ in order
to tell the people of America about the sacrifices that their soldiers had to go through
before making the country as one of the most influential countries in the world.
“Film could be a strong tool for development. It can be used to contribute to a feeling of
nationhood, as a voice for national planning, to help teach necessary skills, to extend the
effective maret, to help people look to the future, and to prepare people to play a role in
nation building.” (Sauer, 1992)
Based on the quote above, film can be used as a vehicle for a change and innovation in
country development without a dou This is because through history, a person will strive
harder to improve himself in order to be a useful citizen. According to statistics, 820,000
Malaysians go to the cinema to watch movies each year. It is proven that motion picture
is the easiest way to attract people and they can also learn something through it. For
example, by watching ‘Tanda Putera”, a film by Datuk Paduka Shuhaimi Baba which
was released on August 2013, Malaysian people can improve the relationship between
each race. Thus, the concept of 1Malaysia that was been introduced by Datuk Seri Najib
will become a reality.
Fiske, 1987 said that these meanings serve the interest of that section of society within
which the discourse originates and works ideologically to naturalise those meanings into
common sense. This can be related to how the viewers take the messages in certain films
to develop the country through their rationale thinking.
“Since the purpose of government is to develop the country, the government of most
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developing countries have for some time used quasi- official film units in support of the
development process. They call upon them to communicate and stimulate interest in their
plans.” (Hopkinson, n.d.)
It can be concluded that government plays an important role too in order to make the
citizens have interest in watching films that are associated with history and also country
development. Government who acts as dominant must be wise enough to promote the
film.
RELATED THEORIES
According to Kalyani (2013), this theory is about media as main medium to carry out
positive developmental programmes, accepting restrictions and instructions from the
State. Media has been used in political, economic, social and cultural needs. The
development process of a society depends on media as tools to deliver the message or
information widely. But all these changes are depending on the society itself.
In short, development communication theory is about the developing process via media
in which this theory are very suitable to our research topic. Patriotic film as a medium to
spread positive value about cultural, heritage and history of Malaysia development, and
Hati Malaya 1957 as an example of the history storyline.
METHODOLOGY
In order to avoid any argument towards our research questions, we had prepared some
survey which showed percentage of university students, who spent their time to watch
1957: Hati Malaya film and some additional questions to support our research topic. We
had been distributed our questionnaires to 30 students from random university in
Malaysia including both IPTA and IPTS. We want to give facts which is majority of
youth especially students are actually left this issue to be more critical in the future. The
result of this surveyed are very crucial for us to estimate how serious this phenomenon
give bad impact towards our young generation who are leaders for this country soon.
We also get ideas and generate new knowledge and understanding on this topic by using
Internet and some interview sessions. Through reading, we referred to previous research
on effects of film, the roles of film and journal about theory that related to this kind of
research. Online reading materials such as online journals, online newspapers and some
related articles are very useful as tools for finding knowledge for just a second at anytime
and anywhere. However, by using Internet only, it is still not enough to get the perfect
research, therefore we have been decided to have a few interview sessions with the
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experts to gain some opinion and answers regarding on our research questions. Examples
of the experts are film makers or producer, film director, film editor, multimedia
designer, actor and actress. In order to find answer in view of youth we also interviewed
Director of Strategy Generasi Pelapis Malaysia (Non Government Organisation). The
nature of the questions used for interview is open-ended question which means need
more explanation, comments and thoughts from the experts.
By referring to the research objectives, our target audience for this research will be youth
which refer to age of 19 years old to 24 years old. The research will be really helpful to
encourage youth to appreciate the patriotic film and learn something from it. These are
the name list of the experts that had been interviewed by us.
We focused more on explanation from the experts on every question that has been
provided for them. Then all the data and answers for the question will be analyse by
using thematic analysis.
Thematic analysis simply a method of qualitative analysis based on participants'
conceptions of actual communication episodes – a theme is identified based on
recurrence, repetition, and forcefulness (Keytonn, 2006).

RQ1 Why youth are not interested to watch 1957: Hati Malaya film that has
elements of history of Malaysia development and heritage?
In today’s context, it is obvious that our film industry is abundant with uncountable films
related to gangster and also comedy. Film producers take every chance they get to
produce such films as they know that this is what the society wants. This is the scenario
of the industry; producers have to supply the demand from viewers as this will be the
main source of profit for their production. Statistics from the National Film Development
Corporation Malaysia (FINAS) showed that the percentage of people watching movies at
the cinema is dominated by youth from the age of teenagers (from 18 years old) until late
thirties.
Through films, educational messages can be concretely and precisely presented to
viewers. Films are often used to show the reality of life, help build personalities, feelings
and emotions (Naim Hj. Ahmad, 1995). As everyone knows, patriotic film is having a
hard time to tackle the audience. Usually, the government will provide some budget to
the film producer in order for them to produce a film related to patriotism and
nationalism. The cost of one film can reach up to billions ringgit but the collection can
hardly reach hundred thousandths. This is one of the reasons why film producers in
Malaysia seem to have lost interest in producing patriotic film for the younger
generations.
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Referring to Naim Hj. Ahmad’s research, it can be said that the core idea of producing
patriotic films is to build the feeling of love for the country in the hearts of the people
especially the youth as they are the future leader of the country. There are numerous
reasons that can be related to the issue of why youth do not have any interest in watching
films with this kind of genre. Firstly, it is because the youth are not exposed to the value
of love for the country starting at the early age. What can be seen today is some of the
parents tend to pull their children away from anything that has to do with politics and
even nationalism. As for example, some are not happy when the little kids ask them about
the National Day or about the prominent because they always thought that it is still too
early to expose them with these things. Other than that, the education system in Malaysia
also plays an important role in planting the value of love for the country. The History
subject that is taught in schools is focussing more on the civilization history of the world
compared to our country’s own history. Youth nowadays are more interested in foreign
products such as music, film and others – the Korean Wave phenomenon is tremendous
in Malaysia. Youth are influenced to copy what their favourite superstar do and wear.
From this example we can conclude that the youth are appreciating the product from
outside more than their local products.
This genre is not close to the hearts of viewers in the first place. The incident that
happens in Malaysia is that the films or anything related to patriotism and country
development will only be screened on television during the month of August. In contrast
with Boyse’s statement that stated youth spend 6.5 hours each day with media, they can
switch to other channels that offer them with programs that are packed with
entertainment. Some of them leave television behind during the independence month due
to unattractive programs being scheduled for them and seek for entertainment from their
mobile phones.
RQ2 What is the perception of youth towards any movies that show the issues of
cultural, country development and heritage?
In order to fully understand why youth tend to get away with any films with the element
of patriotism, cultural, country development and heritage, we have to identify what are
their perceptions upon it. According to Dittmar and Michaud (2010), films, like any
system of representation, cannot accurately reproduce historical events. The statement is
right because no matter how much effort a producer puts in while making a film of what
was happening in the past, the outcome can never be the same as they expected. Although
they thought they had copied close enough on every incident of the history, there is
always something missing. This may lead to dissatisfaction of viewers towards the films
because they expected too much by watching the trailer or through the images on the
posters.
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The youth have their own opinion that the visual in these kinds of films are low quality
and that is the main reason why they are not interested to watch it. In addition to it, the
characterizations are bad too and unreal. For example, 1982’s Hollywood film entitled
“Gandhi” had someone who really looks like Gandhi to play the role compared to the one
who played as Dato Onn Jaafar in “1957: Hati Malaya”. It looks unrealistic and that
makes the viewer lose interest to watch it. Although it is a small matter but sometimes
film producers have to pay attention to the smallest things to satisfy or fulfil the
audiences’ needs. The audiences are smart nowadays and most of them feel bored
watching patriotic cultural country development and heritage films or documentaries
because the storyline is very monotonous and slow.
Some also think that history is no longer important in their life. This is because the
country has reached its independence for 57 years and they are living with harmony so
there is no need to look back and reminisce the past. Therefore, film producers have to
take a step ahead by producing films about the prominent names in the country what has
he done during his services and the truth about his life. This is what youth want, they are
having a greater mind and they wanted to know about what’s happening today, not in the
past.
RQ3 What are the best alternatives media instead of film that can be used to
advocate history of Malaysia development and heritage to youth?
Living in the high-tech world requires everyone to be alert as things are moving really
fast. Internet that provides human with information can be accessed almost everyone in
this country even in public transport. Everything is on the tip of our fingers. Nowadays, it
is very hard to see youth who do not own any smartphones. Anywhere they go, they carry
their smartphones along in their hands. It is like they cannot live without indulging
themselves with the gadgets and also the social networks that are very popular such as
Facebook, Twitter and Instagram. The Internet has significantly changed the way our
society connects with one another, does business and socializes. According to the Pew
Internet & American Life Project, more than 93% of both teens and youth use the Internet
regularly and more than 70% of them are engaging in social networking sites.
The best alternative media in creating awareness and to spread knowledge to youth is
through the new media. This is because most of the youth own an account for Facebook
Twitter and Instagram. As we all know Twitter lets its user to tweet (write) anything they
have on their mind. Therefore their follower will accept information without any filter
and they can spread the news within a second, even if the news is not correct. Our own
Prime Minister, Dato’ Seri Najib Tun Razak also owns his own Twitter account which he
uses to interact and listen to the complaints his people has.
Other than that, history and the heritage of Malaysia can be told through the use of
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YouTube. As a video channel website, YouTube enables anybody to upload any video
they have. The most popular trend in Malaysia nowadays is viral video and also parodies.
Viral video is a video that becomes popular through the process of Internet sharing.
Parody on the other hand means imitative work created to mock, comment on or trivialize
an original work. Youth are the group of people who are doing lots of viral video.
Through this video, people can advocate and influence those who watch the video. Alas,
viral videos and parodies do help in educating the fellow young generation to love the
country and have interest to support local products.
Music and radio can also contribute in advocating the youth on history of Malaysia
development and its heritage. Some radio in our country practice the radio drama slot that
contains love story and even friendships. We can use it as alternative and change the
genre that talks about the country – what it has achieved in 57 years of independence and
who brought Malaysia up as one of the developing countries in the world. The language
used in the radio drama should not be too serious in fact, they should use the language
that most of the youth use while talking. This is to attract them and help them understand
the content easier
CONCLUSION
Recommendation:
Researchers should read more and do more research as sometimes people might
misunderstand this topic
Produce drama series on TV that portrays the life of being a Prime Minister like the US
did with the series “Kennedy” so that the citizens can feel so much closer to the life and
obstacles of the Ministers
produce film about the prominent names in Malaysia such as Tun Dr Mahathir, Dato’
Seri Najib Tun Razak, Dato’ Seri Anwar Ibrahim and Tuan Guru Nik Abdul Aziz Nik
Mat that reveals every little things that happened in their life while working so hard to
build and bring Malaysia up to another level.
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Hasbullah, A.C.(2013, November 16). Jakim calls for internet censorship to ward off attacks
on islam. The Malaysian Insider. Retrieved from
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http://www.themalaysianinsider.com/malaysia/article/jakim-calls-for-internet-censorship-to-
ward-off-attacks-on-islam
Sean Michaels, (2011, March 18). Lady Gaga 'gay anthem' censored in Malaysia. theguardian.
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http://www.theguardian.com/music/2011/mar/18/lady-gaga-born-this-way-malaysia
Matt Samet, (2011, April 11). Censorship : The Good, The Bad and The Ugly. The Cornell
Daily Sun. Retrieved from
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Malaysia, Christians banned from using ''Allah''. Catholics announce appeal. (2013).
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http://www.asianews.it/news-en/Malaysia-,-Christians-banned-from-using-Allah-.-Catholics-
announce-appeal-29266.html
Malaysian Insider, (2013, November 16). Censoring the internet for the interests of the few.
The Malaysian Insider. Retrieved from
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the-few
harishrustic, (2011, December 07). Censorship does both harm, good. West High's
Newspaper. Retrieved from
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Aric Sigman, (2008, November 11). What children need in censorship. theguardian.
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David Evans, (2013, June 07). Why Censorship The Web Is A Good Thing For Politicians.
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6,640 websites blocked since 2008. (2013). Retrieved July 25, 2013, from
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Claudia J. Bayliff, (2013, April 15). Raped or seduced ?? How language helps shape our
response to sexual violence. LEGAL momentum. Retrieved from
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Radiation Wave Hitting US. INFOWARS. Retrieved from
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Dubai: Censorship 'Wolf' movie angers film buffs. (2014). Retrieved January 13, 2014, from
http://www.bbc.co.uk/news/blogs-news-from-elsewhere-25714055
SUB TOPIC 9:
MEDIA AND NATIONAL SECURITY
THE IMPACT OF MALAYSIAN HISTORICAL FILMS TOWARDS THE UNITY

OF MALAYSIANS
Alissa bt Nor Azman, Asmahanum bt A. Rahaman, Farah Hanan bt Azahar, Imran bin
Roslan, Mohammad Fitri bin Haizaddin, Muhammad Firdaus bin Rusli
Presenter: Imran Roslan
Abstract
Heritage is a treasure to every country that needs to be preserved. The concept of unity is
one of the most important elements that must be taken into account in developing
civilization in a country. History had proven us that racism issues and conflicts could lead
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our country’s unity to destruction. For example, the tragedy of 13 May. Such cases could
th
also risk our citizens’ lives in danger. The media on the other hand, plays an important
role to inform and disseminate information to the public. As we could see in our growing
local film industry, a lot of historical films have been produced to set value in audiences’
hearts. However, these films usually raise redundancies on sensitivity from certain groups
of citizens. This research is to study the objectives of Malaysian historical films including
the elements, impacts, reasons, perception and solution towards the unity of Malaysians.
This study is important for Malaysians to know and seek deeper understanding of true
historical films, also to build back the strong bond of unity as a next step towards being a
better nation.
Keywords: Unity, Historical films, Impact, Malaysians
INTRODUCTION
Malaysia is a multi-racial country. We have lived in peace and harmony for over than 50
years since Independence Day. With the guidance from Tun Dr. Mahathir as the longest
Prime Minister (23 years), Malaysia is now one of the leading developing countries in the
Asia and also in the world. According to Prime Minister’s Office of Malaysia official
website, Malaysia can be a united nation, with a confident Malaysian society, infused by
strong moral and ethical values, living in a society that is democratic, liberal and tolerant,
caring, economically just equitable, progressive and prosperous, and in full possession of
an economy that is competitive, dynamic, robust and resilient by the year of 2020. To
accomplish this, we as Malaysians have to be united and work together as one.
According to Hirschman (2004), the conception of race, which is an attempt to

differentiate people biologically, was brought into Malaysia by the British colonial
administration. As we all know, race and religions is a very sensitive issue. We never
seem to be satisfied nor are we thankful for the little things, so we become extremely
against each other on some little things. If we look back in the history of Malaysia, there
are so many issues on racism and religions, where some of the issues are serious and
could lead to racial conflicts.
Film shapes history as much as it records and to recall film history, then is to recall our
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history, as well as moments of particular brilliance and technological innovation. (Amy

Villarejo, 2007, p.23). Through media, we can deliver valuable message to society so
everyone are exposed to the good value of unity and erase the discrimination among all
groups. Unity can be found by finding common ground among people of different beliefs
and backgrounds. A focus of unifying elements creates harmony and brings people
together instead of dividing people, whether it is by religion, race, culture, political
beliefs or other differences.
The relationship of all this is if we let our heritage destroyed by outsiders, it will lead to
the splitting of nation’s unity. Things such as racial conflicts, misunderstanding of culture
and religion might affect our nation’s safety. And if this happen, it might causes war like
some of the issues that has happened before such as the 13th May incident, Bersih
demonstration and the latest one is demonstration during new year eve of 2014 was
Guling Kerajaan.
Due to the growing of media influence in a generation nowadays, the media plays an
important role in shaping people’s perception and delivering information to the people.
Along with the improvement in the quality of life, access to different types of media is no
longer limited to the rich and powerful. Mass media now serves as a convenient and
important platform for people to gain knowledge and share information with the world.
RESEARCH QUESTIONS
RQ1: How do Malaysian historical films affects Malaysian viewers?
RQ2: In what way do the Malaysian historical films could raise racial conflicts and
affect the unity of Malaysian?
RQ3: What are the audience perceptions towards Malaysian historical films?
The outcome will bring beneficial to local film makers so they could learn how a
historical film brings effectiveness on our local audience. This research could be helpful
to audience and viewers as a clarification on Malaysian historical films. It could guide
them to be more careful in changing their beliefs towards one side of race. Such cases
that might occur because of this issue are like racial conflicts, riots, demonstrations or
worse, war. These are against our national law. The films that contain sensitivity of race
are sometimes overlooked.
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Also, this research helps to highlight that the media also should deliver the right way in
promoting unity, not exaggerating them in ways which audiences might misinterpret the
situation. Films are watched by the nation whenever it is screened in cinemas. They
should not involve in setting any hidden agenda behind the true message. The media also
should not be against the law by twisting the true plots of the actual incident that had
occurred in history.
Today, fostering unity is seen under the government’s latest initiative in introducing the
‘1Malaysia’ concept. The current Prime Minister, Datuk Seri Najib Tun Abdul Razak had
introduced the ‘1Malaysia’ concept. It is a policy that aspires to integrate the society as
one functioning unit without taking into consideration their background of diverse
cultures and traditions.
To reinforce cooperation, there are generally eight values that were proposed which is
culture of excellence, perseverance, humility, acceptance, loyalty, meritocracy, education
and integrity. The values are to nurture understanding and respect between the ethnic
communities. Through the ideologies, nation building is developed by the government
that we must focus on as a responsible society.
HISTORICAL FILMS MAY DECEIVE AUDIENCES FROM THE REALITIES OF

THE HISTORICAL INCIDENT
According to Hesling (2001) in his research entitled, “The Past as Story: the Narrative
Structure of Historical Films”, historical films contain some fictional plots in movies to
suit the likings of the audiences. He also states that this strategy may distort the viewers’
perception towards the facts and fictions of history. It creates a problem to the viewers as
movies can deliver a direct impact towards their perception of history. He stated that
audiences appear to have a greater desire for historical mythology rather than for
historical reality.
Meanwhile, Rosenstone (2006) stated in his article entitled “The Historical Film:
Looking at the Past in a Postliterate Age”, that when a history is being made into a film, a
whole new history is being created again. This means that a historical film does not
necessarily have to be made according to the real history facts or evidence. Since
historical film is unable to portray back what is actually happening during the history
events because of the fact that this is film and the actors just acted back the actions,
clearly it is a fiction (Azam, 2013, Tanda Putera: Antara filem sejarah dan realiti sejarah).
According to Butler (2001) in his research entitled Using Popular Films to Enhance
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Classroom Learning: The Good, the Bad, and the Interesting, some fictional plots are
added to historical movies to attract viewers but also distorting their views and perception
towards history. The understanding towards history is very important as it builds
knowledge and understanding towards our background. By twisting and creating plots in
historical films, the truth and facts about a historical event may not be known by viewers
as it has been told differently in films. Younger generations will have difficulty in
differentiating what they have seen in historical films, and what they have learnt from
historical books. Their perception may have been changed after viewing historical films.
Films are a much more powerful form of media that delivers a greater impact towards the
learning process of the students. The problem is that historical films contain a fictional
story line in order to attract audiences’ interests. Therefore, the actual truth and facts of a
historical event may not be learnt from watching historical films.
HISTORICAL FILMS INCREASE AWARENESS AND UNDERSTANDING OF

HISTORICAL EVENTS
As historical films may create a vision that were once the sight of our previous
generation, it may help the future and current generation re-imagine and understand the
story and situation of each event. The impact that is delivered by a historical film is a
powerful one towards audiences and may influence their perception of the movie.
According to Cynthia (2011) in her study entitled Reframing History Film, the
understanding of a historical event can be deeper after watching a movie related to the
event. She suggests that as the relationship between film and history evolve, the questions
and viewpoints employed become inevitably more complex and the voices presenting
them more diverse. This shows that a deeper understanding of the film can be achieved
just by watching a historical film.
Yakop (2011) stated in his article “Banyakkan filem unsur sejarah” that films based on
historical facts or evidence is rarely produced in Malaysia. He suggests that filmmakers
in Malaysia ought to produce more of historical films because this genre of film is not
only high in value but also can be used as an education tool for the youth. By producing
such films, students will be attracted and interested in learning more about history subject
in school and of course this will positively affect our society in terms of education.
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FILM CENSORSHIP AS A BASIC SOCIAL CONTRACT AND A TOOL OF

INTEGRATION
According to Amizah (2011) in her article Malaysian Film Censorship Board (LPF) in
the Globalization Era: Towards Transformation and Innovation, social contract is often
manipulated by politicians for their own political survival. These actions have created a
number of problems which are complicated and often lead to tensed relations between the
races. Social contract is a mutual agreement among the leaders of the various races in
shaping the path of the country during the era of independence. In our country, the social
contract basically needs the Malays to accept non-Malays to be accepted as our citizens
and the non-Malays have to accept the rights of the Malays in our country. For this case,
film as a tool for reflecting the truth of society and culture can play a role in the context
of unity in Malaysia. In other word, films that can destroy the unity of the people must be
filtered and censored especially in a plural society country like Malaysia to prevent
tensions among the races.
Meanwhile, in an article by Gongaware (2003) entitled Collective Memories and

Collective Identities: Maintaining Unity in Native American Educational Social
Movements, he stated that our films are mainly being controlled by the government.
Historical films especially, are not excluded from this issue. He also states that the
government could change the historical events in the films according to their own
planned propaganda.
METHODOLOGY
For this research, researchers have selected qualitative research as our main methodology
as it is suitable with our topic. Baxter (2003) explained qualitative research presents
findings in textual form that is usually by words which means qualitative research is
inquiry aimed at descri g and clarifying human experience as it appears in their daily
lives.
There are three methods has been used to gather informations and complete the research
such as in-depth interview, focus group and the other one is secondary research and
sources. In-depth interview is one of the main methods of data collection used in
qualitative research. A focus group could be defined as a group interview of
approximately six to twelve people who uses the group and its interaction as a way to
gain information about a specific or focused issue. The third method is by using
secondary research and sources. Secondary research is research that is carried out with
already existing data. Secondary researches and sources were retrieved from online
databases such as SAGE and Emerald. The advantage of using secondary research is that
it can often be carried out quickly by accessing statistical information that has already
been published online. For this research, we decided to use in-depth interview as our
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main method because the goal of research is to understand the respondent’s point of view
on some phenomenon or understanding in as richly detailed a manner as possible.
Besides, by using in depth interview it gives the respondents more flexibility to respond
the questions.
Thematic analysis has been used in this research based on the in-depth interview with all
the respondents. The information that was collected from the respondents has been
grouped under several themes elaborated. According to Benjamin (1998), thematic
analysis is one of the most commonly used methods of qualitative analysis. In thematic
analysis the task of the researcher is to identify a limited number of themes which
adequately reflect their textual data. For instance, if all six respondents give a similar
answer, the most frequent answer will be concluded as the final answer to our research.
In order to complete the research, researchers have interviewed a number of informants to

answer the research question. The informants are:
• Ahmad Idham Ahmad Nadzri, Director and Founder of Excellent Pictures

Sdn. Bhd.
• Ku Seman Ku Hussain, Editor of Mingguan Malaysia.
• Dato’ Manja Ismail, Group Editor TV & Radio Networks of Media Prima
Sdn. Bhd.
• Puan Zainapsiah Rais, History Teacher of Maktab Rendah Sains Mara

(MRSM) Alor Gajah, Melaka.
• Dr. Mohd B. Samsudin, Head of History, Politics and Strategic Studies

Program from Universiti Kebangsaan Malaysia (UKM).
• Azizan Nin, a Malaysian actor.
RELATED THEORIES
The theory that is related to this research is Cultivation Theory. Developer of this theory,
Gerbner (n.d.), stated that constant exposure to TV content in a long term has measurable
effects on audience perceptions of the world. He also states that cultivation makes people
misinterpret the reality in the true world based on the exposure in the media. Films are
also the most influential media of all time. This theory is related with the impact of films
towards its audience. Based on Gerbner, there are three assumptions to cultivation
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analysis. First, television is different from other media. Second, television shapes what
the society thinks and the last one state that television effects are limited. Films can touch
emotion and make people think. It has the power to influence people and also to bring
value to its viewers. However, the more time spent living in this television world, it is
more likely that these people believe social reality portrayed in the screens. In result,
sometimes people will not think out of the box and might misinterpret the information
through films if it was not clarified further. This theory can be closely related to our
research as we are focusing on the impact of Malaysian historical films towards the unity
of Malaysians. We need to find out whether the producing of historical films brings
effectiveness to its viewers.
METHODOLOGY
For this research, we have selected qualitative research as our main methodology as it is
suitable with our topic. Baxter (2003) explained qualitative research presents findings in
textual form that is usually by words which means qualitative research is inquiry aimed at
descri g and clarifying human experience as it appears in their daily lives.
There are three methods has been used to gather information and complete the research
such as in-depth interview, focus group and the other one is secondary research and
sources. In-depth interview is one of the main methods of data collection used in
qualitative research. A focus group could be defined as a group interview of
approximately six to twelve people who uses the group and its interaction as a way to
gain information about a specific or focused issue. The third method is by using
secondary research and sources. Secondary research is research that is carried out with
already existing data. The advantages of using secondary research are it can often be
carried out quickly by accessing statistical information that has already been published
online. For this research, we decided to use in-depth interview as our main method
because the goal of research is to understand the respondent’s point of view on some
phenomenon or understanding in as richly detailed a manner as possible. Besides, by
using in depth interview it gives the respondents more flexibility to respond the
questions.
Thematic analysis has been used in this research based on the in-depth interview with all
the respondents. The information that was collected from the respondents has been
grouped under several themes elaborated. According to Benjamin (1998), thematic
analysis is one of the most commonly used methods of qualitative analysis. In thematic
analysis the task of the researcher is to identify a limited number of themes which
adequately reflect their textual data. For instance, if all five respondents give a similar
answer, the most frequent answer will be concluded as the final answer to our research.
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FINDINGS & DISCUSSIONS
RQ 1: How do Malaysian historical films affects Malaysian viewers?
Film is the most famous and influential media of all time. The film itself could shape the
audience. Films have the power to influence the world. Through films it could create
thinking and structure the minds of audience. According to Ku Seman, there is no
specific genre on historical films. There are only films that are based on or inspired by
history. Of course, when a film is produced, the drama elements are included to make the
movie more interesting. Unless it is a documentary, then it will be pure history. The
drama elements added to keep the movie alive is what makes these historical films
categorized under fiction.
The audience’s mentality is passive. Whenever they see these films they will think that
everything is real and based on true historical incident. Most important is, the film’s
responsibility is not to bring the message but to bring discourse as an object of debate. As
for today in Malaysia, these films do not bring much contribution towards audience’s
thinking.
In terms of the impact that it brings, it does not bring a great impact. Ahmad Idham states
that most of our local film goers are not much of a thinker. The basis of argument is from
the cinema point of view, which means the impact is justified only through cinemas.
Also, he added that these films could not get hardly half of the Malaysians to watch. We
should know that the history itself is actually a reflection for us to see the past. To the
unity of Malaysians, it can still hardly do wonders. Maybe because the scope is too small
and somehow these films were said to be always against the norm.
The people in our local film industry should know that in making such films, they need to
read and visualize the plotting properly because it might be a misleading to history. This
needs to be done carefully by involving related and experienced personnel.
Today, there are many film producers who are actually interested with these films.
However it is hard for them to restructure the points in history to become a film. The
facts on actual history and the scenes should be more accurate while producing these
films. We should see carefully and feel deeply the message that the movie brings. Dr.
Samsuddin stated that film critics should not be too critical with the elements of drama
added to such films, because film is a form of entertainment. They should know that if
the films were made full of facts, it will not attract the audience.
Films could also educate if it was delivered in a right way. According to Dato’ Manja, the
older generation is much closer related to history than the generation now. They might
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not feel how it could relate to their lives as they do not experience the history itself. To
our film industry on the other hand, these films are costly and it undergoes a lot of
process which is challenging compared to the usual commercial films. If these films were
delivered in a wrong way, it could somehow break the unity among us for the conflict
that it brings and misunderstanding that it caused to the society. Truthfully, historical
films are good as it brings moral value to the society. These films can only bring a great
impact if it reaches the right audiences such as researchers, historians or audiences who
are passionate towards history.
Zainapsiah agreed that on the other hand, our local historical films are good as it brings
awareness to public regarding our country’s past history. For the purpose of education or
teaching, it is also a good medium for younger generation. The closeness of the actual
incident and how it was filmed is depending on the situation. The impact towards our
mentality is depending on one’s understanding about the real history. However, these
films need more than just history by putting in something interesting to get audiences to
watch. This explains why there are some other elements on entertainment to be added and
gain attention from public.
Historical films have the power to open eyes and scratch people's minds to probe further
about certain issues or history being presented. Azizan believed that the effectiveness can
be measured once the awareness is created. Malaysia has its own historical value to be
shared in the form of visual. This is seen necessary to equip our citizens specifically to
understand our own historical background in order to instil patriotism spirit within us.
Film makers need to produce more historical films with the intention to educate and
disseminate info and also to give a true and fair view of our very own history. They
cannot produce films only based on one person’s point of view. We are Malaysians and
we are in one society. These films should cover the whole aspect to make sure the unity is
instilled within the hearts and minds of audiences.
RQ 2: In what way do the Malaysian historical films could raise racial conflicts and
affect the unity of Malaysian?
There are a few reasons why these films failed to educate or bring a great impact towards
the unity of Malaysians. It is undeniable that these films could bring unity, if politics
were not involved deeply. As per today, these films are somehow related with politics
agenda in the end. Film makers do not have the freedom to produce movies even if they
have the ideas. If they have the chance to do this, it could definitely attract and influence
the minds linearly.
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Every film has its own controversies. Sometimes, it’s a part of the strategy or as a
gimmick from the makers. Or sometimes, it could be the maker as a victim to political
agenda. The issues of past conflicts should be a concern to us. We should find out how
and why these incidents happened in the past to learn from history. Ahmad Idham
believes that to be a developing country, we should educate and promote self censorship.
This could get them to think. Only audiences themselves could decide whether we are
showing something good or something bad. By seeing the film industry today, most of
the people in our society are confused whether the movie itself that creates chaos or the
politics.
However, according to Azizan, certain groups could be an extremist of certain political

party that will always and continuously argue on many things that they do not agree with,
in this perspective of Malaysian historical films. People of the same political parties
usually share the same thinking, values and attitude. The reality is actually corrupted by
politics. There are a lot of issues on unity such as nationalism and racism. Ku Seman
stated that as a way to unite Malaysians through films, Malaysia has not yet produced a
film that is truly Malaysian, which consist of the reality of multiracial society. There are
only films based on one specific race. For example, a film meant for Malays. In future, if
they still think about commercialism in this industry, there will still be no Malaysian film.
The obstruction between art and politics is an issue that can hardly be solved.
Dr. Samsuddin suggested that there are many ways to build unity. By teamwork for
example is through the film making process itself as the crews are from various race
backgrounds – Malay, Chinese and Indian. Even before our independence, the concept of
unity was highlighted through a lot of things. He also added that there must be a moral
value in every film. Even in commercial films on romance or humour genre, the message
of the film will be valuable for the viewers. Still, It is actually based on our
characteristics of history itself and not only based on the nature of the film. All histories
do contain controversial elements. We cannot deny the issues that contain racial conflicts.
Film makers should be ready with the consequences. We should be aware that sometimes
the littlest things could be valuable and bring great changes to us.
Film has the power to influence people. Based on the historical films we have produced
so far, every film has its own message and value to the history. We must look forward.
We must truly understand history and remember the incidents. If the individual sees the
movie as itself or its race, then it might generate the feeling of anger. By putting
ourselves in the past, it could only create a huge mayhem instead of unity. We should
take the history positively as a lesson to educate ourselves. The media should highlight
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more on the concept of unity in these films. According to Zainapsiah, the danger of
producing such films is that it could bring demonstration or racial riot in return if certain
groups of the society are against the facts presented in these films.
Film critics also have a large audience on the web. Internet could be visited from all sides
of the world. These social media generate publicity when some issue is controversial. The
Internet is the easiest way to reach our current generation. Without even seeing the film
itself, they could get easier reach and news through the critics on the Internet. Once the
issue has gone viral, everyone on the web will start to talk about it. The Internet is
accessible by anyone almost everywhere nowadays.
According to Dato’ Manja, history is very subjective and that is why it could create
controversies. The truth must not be only from the aspect of the writer, the film maker or
any biased elements but it must be based on historical facts that are legitimate and
reliable.
RQ 3: What are the audience perceptions towards Malaysian historical films?
Different people have different opinion and attitude towards a certain event. According to
Ahmad Idham, the race issue is a major factor played by critics, the bloggers especially.
They have the power to freely write. Their readers on the other hand consist of people
who own various mentalities. Some are highly educated while some are not, and these
people will be the ones who are easily influenced.
Ku Seman stated that first, the audiences cannot accept the scenes presented in these
films. In point of fact, the fiction parts included in our historical films are used to deliver
the history. Audiences see it as truly historical, whereas filmmakers see it as a meaningful
art. Sometimes, most of us just think about the significance of their own race. The
problem arises when the understanding of audience is different than what the message of
the film tries to deliver which will lead to misinterpretation of audience.
All aspects in producing historical films must be studied seriously. Zainapsiah said that
our late ancestors who live during the old days might not be here now to tell us the whole
story about the past, which is why we depend on these mediums to tell us the true story
on history. Be it documentaries or historical films, film makers must be honest and find a
good storyline to prevent any misinterpretation or fact misunderstanding among
audiences.
The people’s point of perspective on every event is subjective. All films have its moral
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values. Even in entertainment, the important highlight should be the main message and
value that the film could bring to its audience. According to Ahmad Idham, when you
watch a movie that does not suit you, then put a positive thinking that it is not made for
you and you are not the film’s target audience.
Ku Seman believed that another thing is nowadays there are no film critics who are
responsible to review these films. Audience might misinterpret the movie because of
other people’s comments or reviews. Their curiosity level and intellectuality differ. It is
true that anyone could be a blogger. Sometimes, the people who critics these films
through blogs have not even watch these movies. Filtering the minds of audience is
impossible. Film critics can simply write their film reviews or rate the films. This could
influence the audience to think the same, then will not get them to watch the movie.
According to Ku Seman, we are lacking of quality audience that are mature enough to
discover the true message of these films. Maybe because the scope of the film itself is too
small that it could hardly be called a historical based film. Audience cannot gain the
value in films. That is why we do not get more audience on these films.
Azizan stated that misinterpretation occurs because there is lack of understanding, or

rather zero knowledge toward certain issue presented in any historical films. Blaming the
films will be a mistake because if it does not bring any value or positive vibe to audiences
then the film will not be passed for screening in cinemas. The individuals are being too
judgemental and easily influenced. Even though fact and figures were clearly presented
and derived from historical finding, we have yet to get matured audience to value and
appreciate local historical films,
CONCLUSION
Racism when reinforced by the negative media can cause moral panic in people. Moral
panic is being defined by Stanley Cohen (1987), as a sporadic episode that occurs and
subjects the society to bouts of moral panic, or in other terms, worry about the values and
principles that society upholds which may be in jeopardy. In simpler words, it occurs
when a certain individual or groups of people emerge to be considered as a threat to
society’s values and interests.
That spirit is still alive, perhaps a little battered, but very much alive. And we have to
nurse it back to health. We, the Malaysian people are the only ones that can. We must
protect the Malaysian soul from all enemies foreign and domestic. Malaysians should
practice the act of mutual understanding between races and respect the differences. This
practice could help in maintaining the harmonious and peaceful country we are currently
living in.
Historical films could be a medium to create unity. We have FINAS and their job is to
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develop the film industry. Through this, they could create a system as simple as talk
shows on television or maybe a Sundance channel to review art, movies and historical
films. Education could be placed in these mediums and even in dramas. Education should
start from an early level, maybe from the syllabus itself. In United States, they have
literature in their syllabus which somehow could relate to art and history. It was
implanted at an early stage in school. History is valuable to us so we should start now.
It is definitely good for the younger generation and should be continued. This generation
will much prefer films instead of documentaries. It will also help in education system
where educators could use it as a medium for teaching purposes and also to create
awareness at an early stage. As a recommendation to support this research, more
researches should be made to find out the impact of Malaysian historical films towards
the unity of Malaysians as it is quite subjective. If more research has been done on this
issue, we could achieve a better understanding of the effectiveness of historical films on
unity.
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THE IMPACT OF SOCIAL MEDIA TOWARDS THE NATIONAL SECURITY

AND RACIAL UNITY
Aliya Soraya Binti Shafiee, Asifa Azra Binti Azuar, Farah Diyanah Binti Farok,
Muhammad Hazim Bin Adnan, Noor Syahirah Binti Fuad, Syafinor Arisha Binti Norlee,
Maizura Manshor
Presenter: Farah Diyanah bt Farok
Abstract
Social media is an interesting subject to be talked about and has been discussed a lot by
scholars. Social Media is a big communication tool and also has a rising level of use,
considering their flexibility, as well as their extreme cheapness. Using these media can
cause unfavourable consequences and several negative effects for the national security.
Even so, their use can also lead to unexpected opportunities for a country in order to
reach its strategic relevant goals, predict what threats will come in the future and figure
out how to solve it. Citizens are becoming more involved day by day and understand
better of what is going on especially when it comes to politics. The gathering of the
public, the freedom of expression and assembly under BERSIH 2.0 that was held in the
year 2011 gave quite an impact to Malaysian and even tourist. This research is important
to find out the perception of social media users towards BERSIH 2.0 and how their
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perceptions affect racial unity and national security in Malaysia. If a positive outcome is
obtained, that is a good thing but when it leaves a negative impact, a solution needs to be
figured out in order to overcome upcoming future threats. Implications of the results later
will be discussed.
Keywords: Social Media Users, Racial Unity, Impacts, Malaysian’s Safety
INTRODUCTION
Nowadays, there is no doubt that social media are found to have an extremely high level
of interaction among the users, differently from traditional media, which are
characterized by a one-way communication flow. The users can be at the same time
which both senders and recipients of information, and creators, and users of content.
People can interact actively without any screening, especially to youths in Malaysia.
Margaret Rouse (2012) stated that social media is the collective of online
communications channels dedicated to community-based input, interaction, content-
sharing and collaboration. For example, Facebook and Twitter which are two social
networks that is very popular among others. According to statistics from the Nielsen
Group (2011), Internet users within the United States spend more time on Facebook than
any other website. Meanwhile, Twitter is a free micro blogging service that allows
registered members to broadcast short posts called tweets, which can be updated in a few
second, every time, everywhere. National security refers to requirement to maintain the
survival of the state through the use of economic power, diplomacy, power projection and
political power. Accordingly, in order to possess national security, a nation needs to
possess economic security, energy security, environmental security, etc. Security threats
involve not only conventional foes such as other nation-states but also non-state actors
such as violent non-state actors, narcotic cartels, multinational corporations and some
authorities include natural disasters and events causing severe environmental damage in
this category. Sometimes, national security can be broken by the act of the citizen itself.
The survival of democracy in any pluralistic nation lies in the stability and ability of the
government of the day to manage diversity. In Malaysia, diversity has been shaping the
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very essence of the country's social structure and historical aspects (Enizahura Abd Aziz,
2012). Realizing this fact, the call for racial unity must not sound rhetorical but
practically pivotal. Malaysia's plural society is a mélange of various races, religions,
cultures and ethnic backgrounds. Comprising of the Malays, Chinese, Indians, the richer
ethnic diversities of Sabah and Sarawak such as Kadazan, Iban, Bidayuh, Dayak,
Melanau and Bajau, this form of pluralistic social structure is far more difficult to
manage. The promotions of goodwill, as well as other policies that embrace the ethnic
and cultural diversities, most importantly the creation of the Rukun Negara in 1970, are
clear examples of the early initiatives. The racial unity should be taken care of, because if
the racial unity is dissolved, the national security of Malaysia will be in danger as the
multiracial people are not united.
To relate, social media connects people not only in Malaysia, but around the world. To
give a clear example, let’s refer to PRU 13 that had been done in the year 2013. Malaysia
held general elections on 5 May 2013 following the dissolution of the Parliament
announced by the Prime Minister on 3 April 2013. PRU 13 seems to be aggressive since
the public increasingly became sensitive about this issue. Facebook and Twitter updates
about PRU13 were being aggressively updated by the social media users. Some condemn
and some praised. If this issue cannot be controlled, the incident in May in the year of
1963 will be back. People tend to criticize about the PRU 13. When there is no mutual
understanding and give and take when it comes to criticizing a party that one supports, it
will cause a tussle in the social media and when this happens, it will slowly kill the unity
between the races without any conscious. If this happened, riot will occur between races
especially three main races in Malaysia which are Malay, Chinese and India.
RESEARCH QUESTION
How influential is social media to the country?
What are the impacts of social media towards national security?
What are the impacts of social media towards racial unity?
Bruce Lindsay, analyst of the US Congressional Research Service (CRS), provided the
following definition: “The term Social Media refers to Internet based applications that
enable people to communicate and share resources and information. Some examples of
Social Media include blogs, discussion forums, chat rooms, wikis, YouTube channels,
LinkedIn, Facebook, and Twitter. Social Media can be accessed by computer, smart and
cellular phones, and mobile phone text messaging (SMS).”
Nowadays, a lot of people update their status on current situation and issues in the social
media. Any detail, opinion and information on politics and economy or on anything in the
social media can easily spread to people quickly. The rationale of this study is that the
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researchers will be able to understand the impact of social media (Twitter and Facebook)
towards national security and racial unity. The researchers can also identify the problems
that the community will face when the people’s perception are shared in the social media,
and would sometimes automatically incite disagreements and cause arguments or debate
that might affect racial unity and national security.
It is necessary to sort out what the threats to national security deriving from the use of
Social Media are. In addition to this, it is important to know how and how much the use
of these tools might help prevent, limit or remove such threats as the social media can
either bring positive or negative impact to the country’s security and racial unity. At the
same time, the understanding on what issues users discuss about on social media and its
effects will be clearer to the researchers.
In conducting the research, preparation and solution can be obtain if this sort of situation
will occur in the near future and the researchers will also know what are the roles of the
social media and also its users in avoiding any contention and misunderstanding among
the people that support and the people that disagree with a certain discussed topic.
SOCIAL MEDIA IS ESSENTIAL FOR NATIONAL SECURITY
According to the research title “Researchers Say Social Media is Essential for National
Security” by Gautham Nagesh (2009), the social media is not just techie-geeky stuff, but
serious stuff with national security ramifications, and it can't just be ignored (social
media) if other nations are using it, both friends and adversaries. If the government keeps
not making use of these technologies, we'll fall behind and be unaware of things that
could affect us. Agencies must begin to formulate the rules are for social networking.
There's a whole series of social rules that need to be worked out. But these tools are
enormously powerful, and there's a generation gap in government as to who is using them
(Wells, 2009).
Not monitoring international dialogues on social media sites to identify potential conflicts
is more risky than any adverse consequences that may occur if employees are allowed to
use the tools. Not being involved (with social media) is probably a greater risk than
anything that may encounter from being involved. Listening to public conversations and
adjusting policies based on what is learned would prevent larger controversies and
backlashes against the United States. (Holt, n.d.).
CAREFUL WITH CYBER SAFETY

According to the article, “Beware of Cyber Security Threats” by Datuk Saifuddin
Abdullah, the Chief Executive Officer of Global Movement of Moderates Foundation
(GMM), (2013), it started that security threats cannot be avoided because each country in
this world were having similar challenges in the age of technology. This problem has
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turned enormous in this era also has influenced just about every aspect of their lives.
Phenomenon started by social networking is definitely a challenge to the nation. It could
somehow give a huge impact to the national security and also threaten racial unity. One
must be aware of all the things that they write and post because the things that they post
will stay on the social networks for a long time or almost certainly forever. Even though
we are trying to remove it, there will still be a lot of irresponsible people out there who
has a duplicate of it.
Through the development of information and communication technology (ICT) and new
media as well as the emergence of the third phase of democracy, young people were more
likely to be trapped with that threat. They spend a lot of time with the social networks
that sometimes could create a problem that also might cause the misperception of moral
values until the things that are preserved in the constitution is also being questioned. If
this is not avoided, it could affect national stability and distracts communal harmony. We
should have an idea that whatever we post online, it will remain there for a long time, in
most cases, forever. Even if we attempt to delete it from the cloud, we do not know who
already has a copy of it (Datuk Saifuddin Abdullah, 2013).
POLITICS AND ECONOMICS AS SOLUTION TO RACIAL UNITY

The following are scholarly citations on how politics and economics can serve as a
contributing factor to ease racial tension and promotes racial unity within a country that is
diverse with races and religions such as Malaysia itself.
According to the journal entitled “Moving Malaysia Forward” by M.B. Musa (2008),
race-based political parties contribute to racial harmony as they help ensure that
minorities are represented in government, an Indian Malaysian could never hope to win a
parliamentary seat let alone be a minister as there is no predominantly Indian
constituency. There are Indian ministers only because Indian parties are in the ruling
coalition.
M.B. Musa (2008) added that the better solution to racial integration in Malaysia would
be to focus on economics, not politics as we are all consumers and we are all for lower
prices and better services. The economic imperative transcends race, nationality and class
and that is a goal worth pursuing for Malaysians (M.B. Musa, 2008).
Hence, the researchers believe that in studying the context of social media towards
national security and racial unity in Malaysia, one must not forget other contributing
factors that leads to racial unity and integration in Malaysia such as the political and
economic factors.
RELATED THEORIES
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A suitable theory for this research is Social Cognitive theories and the Agenda Setting
theories.
Based on this study – as for social cognitive theory can be related with this research is
because the researcher will observe whether the social media user is use the social media
because of the factor of this theory, the environment. According to Parraga (1990),
environment and situation provide the framework for understanding behaviour.
Environment refers to the factors that can affect a person’s behaviour. The situation is the
researcher want to know it’s the environment made the user to expose his feeling of
obsesses something by using the social media nowadays.
According to McCombs M. (2003), the agenda setting theories is also name as The
Agenda Setting Function of the mass media and the researcher will use this theory in
doing a research. It is actually originally suggested that the media sets the public agenda,
in the sense that they may not exactly tell you what to think, but they may tell you what
to think about. So through this theory, researcher will know that the social media user
now is lack of gate keeping. They can expose what they want in the social media freely.
The Gate keeping is a series of checkpoints that the news has to go through before it gets
to the public. Through this process many people have to decide whether or not the
news is to be seen or heard.
METHODOLOGY
For this research, the researcher is using the qualitative research method. Qualitative
research, also called field research, typically involves fieldwork in which the researcher
observes and records behavior and events in their natural setting. The researcher
physically goes to the people, setting, or site in order to observe the subject as it normally
and naturally occurs or behaves. According to Ospina (2004) is “a form of systematic
empirical inquiry into meaning”. This means that researchers try to understand how
others make sense of their experience, in a systematic way. It is meant to explore a case
or research.
In order to get information from the past research that had been done by researchers all
over the world, the researcher have collected information from articles and previous
studies that is available from Google Scholar and also Emerald. These two sources are
credible as it contains researchers that have been done by proper researcher that is trusted
by universities and more. For this research, researcher is focused more to the social media
users and the people that are relate with the social media and observe the most popular
social media that people nowadays use. Like twitter as people nowadays is active on
twitter. These are several aspect that researcher highlighted; the importance of social
media toward Malaysia, their opinion on racial unity through this social media and also
the threat of social media towards Malaysia security.
The way they collect all of the data in this research are through these two strategy. It’s
Purposive Sampling and the In-depth interview. A purposive sample, also commonly
called a judgmental sample, is one that is selected based on the knowledge of a
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population and the purpose of the study. The respondent are chosen solely based on the
objectives of the study which aims to; the importance of social media toward Malaysia,
their opinion on racial unity through this social media and also the threat of social media
towards Malaysia security. This way is helping in finding the respondent narrowly.
In-depth interview is an interview that is conducted one-on-one using open-ended
question that require informants to generate their own answers. In a personal interview,
researchers ask questions to the consumers directly. Which means it is conducted one
person at a time. This type of interview is much better and more reliable as the
informants answer the question without the influence from other factors. They have the
opportunity to answer honestly and professionally.
Thematic analysis is a method for identifying, analyzing, and reporting patterns (themes)
within data. It minimally organizes and describes your data set in (rich) detail. However,
it also often goes further than this, and interprets various aspects of the research topic
(Boyatzis, 1998).Thematic analysis has been used in this research based on the in-depth
interview with the informants. The information that was collected from the informants
have been grouped under several themes and elaborated.
In order to complete the research, researchers have interviewed a number of informants to

answer the research question. The informants are:
Kapten Wazir Syafiq Bin Nodin, Officer at Rejiman Askar Melayu Diraja (RAMD).
Shahrizan bin Zainan, Lecturer of Faculty of Public Administrative Science and Policy
Studies (UiTM, Lendu Melaka).
Muhd Ridzuan Bin Abdullah, Teacher (Sekolah Tun Hussien Onn 2, Kajang).
Luqman Karim, Student of Degree in Communication and Media (Journalism), UiTM
Shah Alam.
Norfarrahin Nadia Binti Muhadi, Student of Degree in Communication and Media, UiTM
Shah Alam.
Nurul Syahidah Binti Jasni, Graduated Student of Diploma in Public Administration
(UiTM, Lendu).
FINDINGS & DISCUSSIONS

RQ1) How influential is social media to Malaysia?
According to Shahrizan, people nowadays are too busy with their work, so they use social
media to keep connected as it is the easiest and the largest coverage media. Some of them
use these social media to meet their old friend or even to find new friend and even as
channel for invitation. According to Ridzuan, a school teacher of Sekolah Tun Hussein
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Onn 2, blogs are now a phenomenon that embraces private authors who go online to write
personal diaries through to representatives from different types of commercial, political
and voluntary organizations who utilize them for a range of information exchange,
debating, promotional and support purposes. The role of blogs has become increasingly
main stream, as political consultants, news services and candidates began using them as
tools for outreach and opinion forming. According to Luqman Karim, blogging alongside
other online activities has created a fresh channel of communication through which
people can obtain news and political information. Social media are relatively inexpensive
and accessible tools that enable anyone and even ordinary individuals to publish or access
information, unlike the traditional media that generally require certain skills and
resources to publish information. One feature shared by both social media and traditional
media is the capability to reach small or large audiences. Social media is obviously got a
huge potential for democratization.
RQ2) what are the impacts of social media towards national security?
National security is one of the essential requirements of states. Shahrizan agreed that
there are some ideas structure constructs national interests which determine the direction
of national security. Under national interests, interactions of states are employed to
achieve each national security. The interactions of states appear as diplomacy, economic
activities, cultural exchange, military actions, and so on. So, as for Malaysia, we have
been colonized for so many years. That is why national security is important towards
Malaysian as it protect the sovereignty of the country itself. According to Ridzuan, social
media such as Facebook and Twitter have played a major role in motivating some of the
demonstrators in the run-up to the Bersih 2.0 rally, which went ahead despite a police ban
and lockdown imposed on sprawling Kuala Lumpur. The demonstration organizer, Bersih
2.0 which is a coalition of 63 NGOs (non-government organizations) that wants changes
such as updated electoral rolls and a longer election campaign period has its own
Facebook page attracting a similar number of "likes" as the page urging Malaysian Prime
Minister Datuk Seri Najib to step down. Norfarrahin agreed that this irrational
demonstration will jeopardize Malaysia security. Along with online news sites such as
Malaysiakini and Free Malaysia Today, social networks have helped get around partisan
coverage by newspapers close to the government to counter distorted coverage of
reporting pro-government. Attack on the social media internet is a form of cyber terror
that is normally politically motivated if not for personal or organizational satisfaction.
RQ3) what are the impacts of social media towards racial unity?
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According to Ridzuan, social media is helps to strengthen the democratization process

and public deliberation. Malaysia now is become more democratic than before the
general election. It also opens the space for the people to participate in the marketplace of
ideas brought by the social media. People are not only listened but are also responded to
the government’s policy via commenting on the Internet. According to Wazir Syafiq,
through the usage of social media, we’ve come out to witness the war of people against
their own government, spearheaded by the opposition leader. In general, Malaysia should
take great care to face the challenges on Malaysian national security as preparation in the
future, the further development of globalization will provide more open platform for the
people using the social media in order to gain information and news not only in Malaysia,
but also going globally. There were some demonstration plans by the opposition leader
such as “Bersih” and also “Blackout 505”. Through these social media, we tend to get
these information and some of them even joining these rally to speak to the government.
Nurul Syahidah agreed that social media effect cannot be controlled as it is the people
medium to express their dissatisfaction or give fresh ideas to the government in order to
change according to people needs. The government is unable to stop, counter, or even
control the cyberspace or the Internet. Malaysian government, however, has implemented
several efforts to curb the bloggers activities. It might compel bloggers to register with
the authorities to curb the spread of malicious content on the Internet. Luqman Karim
said that Malaysian bloggers have been heavily criticized by the government which
accuses them of spreading lies, and threatened severe punishment and tighter controls on
Internet use. Some of the cases in Malaysia is on 25th July 2007, following the police
report of UMNO Information Chief Muhammad Mohd Taib against Raja Petra
Kamaruddin, the webmaster of the popular political blog Malaysia-Today, the former
Minister in the Prime Minister’s Department Nazri Abdul Aziz said that the government
would not hesitate to use the ISA against the bloggers. The police report lodged by
Muhammad reportedly cited a blog entry in Malaysia-Today that had allegedly insulted
the King, degraded Islam and incited ethnic hatred and violence. On the same day,
UMNO Youth Public Complaints Bureau chief Subahan Kamal stated that people who
write sensitive issues insulting the King and Islam should be severely punished under the
ISA. Wazir Syafiq agreed that all these pressures from the government have not been
able to deter the role of bloggers in circulating alternative views against the government.
Now, the government realizes on the importance of social media in Malaysia. The
Internet and its community have definitely strengthened the process of democratization in
Malaysian politics.
CONCLUSION
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Social media is defined by a number of tools, which includes blogs, Wikis, discussion
forums, microblogs (Twitter etc.) and social networking sites (Facebook etc). Since the
number of internet users in world is growing, no doubt, the number of social media users
is also on the increase. It was revealed, for example, 1.11 billion Facebook users are in
the world in March 2013. Moreover, Twitter, blogs and other discussion forum users are
also growing rapidly. No doubt, social media users have the capability and the
opportunity to use social media tools to pose a threat to national security. Despite the
threat social media can pose on national security, it is an unavoidable reality in a liberal-
democratic society. Hence, rather than being paranoid by the threat social media can
pose, it is much better to perceive it as an opportunity, since there are so many avenues to
use social media as an important ‘national security friendly tool’. Social media also
provides a rich pool of overt data for intelligence agencies to measure and evaluate the
way people think, argue, laugh, cry and shout. As evident, insurgency groups use chatting
and discussion forums even for group recruitments. This also can lead to help large the
unity of racial unity among Malaysian.
Therefore, as the research was conducted a few recommendations would like to be

suggested to future researchers to achieve a better result and experience in conducting
their research. Research should do more research on a national “Social Media Strategy”
that can help developing high capabilities of prevision and arranging effective methods to
counter adversaries’ propaganda and interferences also make a research toward the
irresponsible users nowadays. If more research has been done on this topic research a
better understanding of its role would be achieved.
THE POSSIBLE EFFECTS OF WIKILEAKS ON NATIONAL SECURITY AND

MALAYSIAN HERITAGE
Irfah Raihani Binti Mohamed Ariff, Noor Hafizah Binti Roslan, Nur Athirah Binti Rosli,
Nurfarhain Binti Noorazman, Saadiah Nadhirah Binti Abd Harith, Muhammad
Muzammil Bin Sanusi, Nur Ain Binti Mohd Nasir, Maizura MAnshor
Presenter: Nurfarhain Noorazman
Malaysia has technically been classified as one of the most peaceful countries in Asia.
We barely encounter with any types of extreme violence, rebellion and other alarming
events. As a developing country, Malaysia also has a heritage that represents the country
itself. It is crucial for us to keep the heritage secured as it can lead to destruction of unity
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if it is not preserved. We have to control any type of influential element from outside
from harming our nation. In this globalisation era, Internet is known as the influential
interconnected computer network that is able to connect people worldwide. The
information disseminated by the Internet cannot be controlled effectively by anyone as it
is presently used by billion users worldwide. The internet now hosts a multitude of
websites that cater to almost all wants and needs. In this research, one website has been
chosen as a specific subject because of its particular notoriety in the world as a leading
virtual counter for sensitive and detailed information about organizations and countries,
be it powerful or small time. This website is called ‘Wikileaks’. The driving goal is said
to be for the people to get real news without any sort of filter by any governing bodies or
as some would call, ‘gatekeepers’. This research is to study the possible effects of
‘Wikileaks’ including elements of effect, reason and solution towards the national
security and Malaysian heritage. This research is important for Malaysian to know and
keep alert with any internet sources that could probably harm our country. Malaysia do
not have a history of a big impact from the internet, but by using this research, the
possible effect can be determined by studying other events in other countries that have
been affected by the use of the internet.
Keywords: Wikileaks, National Security, Heritage
INTRODUCTION
Background of Study
The world was first introduced to the Internet by the United States wherefore it had
developed the technology for purposes of national security and defence. It was the threat
of a possible nuclear meltdown that had made them aware that they are in need of ways
to encounter or survive the aftermath. Their research resulted in the advent of ARPANET
which was a precursor to the Internet. More and more development was achieved and it
has now come to this place in time where the world is termed as a ‘global village’ where
anyone can communicate with most anyone from anywhere at any time with Internet
(McLuhan, 1964).
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The internet now hosts a multitude of websites that cater to almost all wants and needs.
Some sites exist solely for the dissemination of information for people with vested
interest in the subject matter. Many organisation bodies have been responsible for
creating a site for people who need or desire a place where they can access information in
under a second without resorting to the tiring manual research in libraries and such.
These websites are usually hosted by educational institutions or other governing bodies
responsible for researches in many different fields.
In this research, one website has been chosen as a specific subject because of its
particular notoriety in the world as a leading virtual counter for sensitive and detailed
information about organisations and countries, be it powerful or small time. This website
is called ‘WikiLeaks’. It is, however, not at all associated with another website well-
known for its unreliable information because of most of their untrustworthy sources,
‘Wikipedia’. It is similar only in the way people believe in the things published under
both of these websites’ names. Although people mostly brush off the information gained
from reading Wikipedia, they still rely on it sometimes because this website has been
argued to have the most information on about most of everything from politics, education
and especially entertainment.
WikiLeaks, however is a more trustworthy source and more likely to have more reliable
information because of its detailed research method. The devastating knowledge that this
site has shared with the whole world are some of the most best kept secrets and more
likely than not destructive towards the people involved in the making of the secret. The
driving goal is said to be for the people to get real news without any sort of filter by any
governing bodies or as some would call, ‘gatekeepers’ (WikiLeaks, 2013). This research
will delve into how this incriminating information can affect a country’s national security
and cultural heritage.
RESEAECH QUESTIONS
What are the possible effects of WikiLeaks reports on national security and Malaysians’
ideology?
What are the factors that can cause the effects of WikiLeaks news on national security
and Malaysians’ ideology?
What are the precautionary steps that Malaysia should take to prevent these problems?
RESEARCH OBJECTIVES
To identify the possible effects of WikiLeaks news on national security and Malaysians’
ideology.
To investigate the factors that can cause the effects of WikiLeaks news on national
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security and Malaysians’ ideology.

To study the ways Malaysia can control the rise of the problems.
Policy
With the results of this investigation, people can be made more aware of the reasons why
the threat from the cyber world can be harmful to national security and Malaysians’
ideology. The governing body of the cyber space can do further, official investigation
into the matter and introduce new policies that will help in circumventing this threat from
growing to become a real danger. This attempt should be done in the nearest future
without any delay. Those who are responsible to be gate keepers should fully comb the
internet for threatening information that can be used to harm the nation or heritage. For
the part of the physical government, they can use their power to introduce new laws
regarding the internet and how all execution of use in the cyber should be regulated in
such a way that will help in the future of Malaysia.
Practice
People have been known to use the internet in a bid to harm the system where they
publish and share information that may or may not be true in an attempt to shake the
world whether in terms of politics, economy or even sometimes culture. This study will
show how this can have a bigger impact than what they have in mind. Clinics or
campaigns can be done to raise awareness of the correct way to employ the internet.
People can be made aware of the possible threat that can be raised when they wrongly use
the internet.
RELATED THEORY
Framing Theory
According to Entman (1993), framing is referred as “a scattered conceptualization” which

means rather than operating generally, the context of study is being specified. This
concept of framing is related to the agenda-setting tradition which media select the topics
and draws the public attention to certain topics. The decision to where people are going to
think about is rely on media. Therefore, a frame refers to the way media and media
gatekeepers organize and present the events and issues they cover, and the way audiences
interpret what they are provided.
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Besides, Gitlin (1980) stated that frame is “largely unspoken and unacknowledged,
organized the world both for journalists who report it and, in some important degree, for
us who rely on their reports”. This statement explains that framing rely for both who
presenting and comprehending news; which then being specified as media frame and
individual frame.
Therefore, the researchers have agreed and decided to apply the framing theory to this
research topic as they found it suitable. This context-specification is suited with the fact
that WikiLeaks is being specified as a website studies rather the internet itself, generally.
In this case, the whistleblowers of WikiLeaks publish various reports and news about
certain issues occurring around the world. The way how audiences interpret the news will
be the main concern for this research in order to investigate the effect of audiences
interpretation in terms of national security and cultural heritage.
Cultivation Theory
This is actually a theory used to describe an effect of watching television. Gerbner &
Gross (1976), states that prolonged exposure to television "cultivates" viewers'
perceptions of reality. It leaves people with a wrong perception of what is the reality in
this world.
While this may be true for television, the same can also be said for written words. The
cultivation theory is also true for journalism in the way that people read things and when
they are repeated over and over in countless reports with the same concept, and then
people will start to adjust their beliefs and attitudes according to what they read as what is
true. When using this theory in this research, the researchers will prove whether people
are influenced or not by what they read and thus will help in discovering more to this
research.
LITERATURE REVIEW
A lot of researches have been done that are closely related to this one. Several have been
chosen to be analysed in depth to help in finishing this study. While this research mainly
centralises on the website WikiLeaks, the researchers have found similar journals and
books that can be considered as relevant to this study. Some of these scholarly books
focus mainly on cyber security, which is also a branch of this research. But the
researchers have also found studies that use WikiLeaks as the case study.
The importance of cyber security
Under the heading of the importance of cyber security, the researchers have read a report
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entitled “Cybersecurity: Authoritative Reports and Resources, by Topic” by Rita Tehan.

This report basically lists down the important facts that are related to cyber security in the
United States. It provides an overview of the cyber security world in America where
anyone can see just how much effort is put into making the cyber world safe from
terrorism and attacks that can harm the country.
This report helps the researchers to pinpoint just how big the role cyber security has in
facilitating the country’s cyber world. In turn, they can compare this effort with their own
research into Malaysia’s cyber security work.
Another report is “Assessing the Risks of Cyber Terrorism, Cyber War and Other Cyber
Threats” by James A. Lewis. What this study suggests is that with the advent of the cyber
world, the physical world has become more at risk than ever. However, after the
conclusion has been reached, the author cited that no such thing was possible. National
security is more resilient than what is thought to be. If terrorists were to attack a nation on
a cyber-level, they will be disappointed as Lewis suggested.
From their reading of this report, the researchers are inclined to believe that there is truth
in what is said, but there is also truth in cyber-attacks being dangerous in some situations
such as an attack on the system that a government is dependent on. So the researchers
will continue on their own angle and try to prove or disprove of this author’s dissertation.
The effects of WikiLeaks
One of the journals that the researchers have studied is “The WikiLeaks Cables and Their
Impact on the Visegrad Countries and the Baltic States” by Wojciech Borodzicz-
Smoliński, Ondřej Ditrych, Leonid Karabeshkin, András Rácz, Raimonds Rublovskis and
Gediminas Vitkus. This project mainly compares the effects of the WikiLeaks cables on
the Visegrad and Baltic States regions regarding both foreign policy and domestic
politics. The Visegrad is an alliance formed by four Central European states – Czech
Republic, Hungary, Poland and Slovakia (Visedgrad Group, 2013). The Baltic States are
made up of three northern European countries east of the Baltic Sea –
Estonia, Latvia and Lithuania (Wikipedia, 2013).
In this study, the researchers did a thorough examination of all of the countries and
regions involved with the result of finding that WikiLeaks did not cause any significant
turn in terms of foreign policy. The leaks only caused temporary embarrassment for all of
the parties involved.
Reading this study in its finished form, the researchers have concluded that WikiLeaks
may not have a big impact on policy-making. The effects only prompted the involved
countries to have a more systematic system as the corruptions in the domestic politics
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scene are ousted.
Another journal is “Criminal Prohibitions on the Publication of Classified Defense

Information” by Jennifer K. Elsea. This report discusses the statutory prohibitions that
may be implicated, including the Espionage Act; the extraterritorial application of such
statutes; and the First Amendment implications related to such prosecutions against
domestic or foreign media organizations and associated individuals. This report also
touches on certain issues regarding WikiLeaks. What this author had done is raise the
question of how far can certain journalistic bodies go to obtain information and how they
can be implicated according to laws that are already in place. The country in which this
study is focusing on is the United States, but it also concerns the jurisdiction issues that
arise when foreign bodies are involved in such cases.
The dilemma in this report is whether the published information can incite an implication
on the part of the publisher or journalists responsible for disseminating the information or
not because of the First Amendment. This can be argued with if the information proves
harmful toward any safety of the American citizen or soldiers on foreign soils. The
researchers read the report and found that they are also faced with the dilemma of how
much can information be the right for people to know and how much it can actually harm
the system that are already in place if such information was to get out and be perused at
will by anyone. This is the question that needs to be asked.
METHODOLOGY
In this research, qualitative method has been choosen for the method of study.
Qualitative means information that provides explanation and information on something in
words. It is a method of collecting data and descriptive rather than drawing statistical
inferences and numerical form. This research method can observe a subject’s behavior
and emotional changes in response to changes in their environment whether in how they
react or feel about the topic discussed. In-depth interview has been used for this method.
1) In-depth Interview
In-depth interview is a confidential and secure conversation between a respondent and an

interviewer. The interviewer will ask question for the sake of the purpose and the issues
in the survey (Megafon, 2014). One of the advantages using in-depth interview is that
there is time for the respondent to deeply think before they answer the question without
being influenced by the opinions of other respondent.
One of the advantages of the in-depth interview is that there is time for the respondent, in
peace, to further develop and give reasons for his or hers individual point of views -
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without being influenced by the opinions of other respondents.
Respondents
2) Online Research Method
Recent studies have shown that internet-based research is becoming more and more
commonplace. It is popular because it is a quick way to gain access to a large number of
respondents without expending too many resources. Internet-based research is
increasingly the research method of choice for surveys (Buchanan, 2009). For the second
method of the research, the researcher has decided to use online research method. Online
research method is the way in which the researcher collects data and information via
internet. Online research methods are the most obviously useful when the phenomenon
that is being investigated is strongly connected to the internet (Hooley, Wellens &
Marriott, 2012). According to the statement, online research is the most suitable method
to study the topic of WikiLeaks. The researchers found a lot of information about the
main topic which is WikiLeaks and cyber security in Malaysia through this type of
methods. The researchers also do online research in a way to find other reviews and other
research papers by other people to prevent a duplicate research paper. The website such
as “list website LR” has been the reference while doing this research.
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RQ1: What are the possible effects of WikiLeaks reports on national security and
Malaysians’ ideology?
This research question is answered in two parts. First is the one about national security
and the second one is about the effects on Malaysians’ ideology. The researchers will
analyse this in two parts to clarify the answers given by the respondents.
No big impact on national security.

The popular answer is that WikiLeaks has no possible effects on national security
itself but it can bring about a sense of discontent among the people. Four of these
informants, Ramli Katang, YB Rasman Ithnain, Rosman Said and Rosly Yahil,
are of the opinion that the effects would be more specific toward certain issues such
as politics rather than be an attack to the country’s national security. All of the
informants, Sharifah Roziah Bt Mohd Kassim, Jazannul Azrik and Mohd
Fairusredzuan Noorazman including the four before, agree that WikiLeaks will not
be a concern for any sort of national security breach.
Change in the way of thinking and cultural implication in connection with information
received from the internet.
For the second part of the first research question, the answers are more diverse but all
agree that websites such as WikiLeaks can change the way of thinking, or
Malaysians’ ideology for the most part. Some of the informants, Sharifah Roziah Bt
Mohd Kassim and Mohd Fairusredzuan Noorazman, also allude to the possible
cultural implication WikiLeaks may have on Malaysians’ lives. They stated that the
changes may occur in the way the people think, thus changing their actions to suit
their adjusted beliefs. The other informants, Jazannul Azrik, Ramli Katang, YB
Rasman Ithnain, Rosman Said and Rosly Yahil, feel that it changes society in
their way of thinking in terms of their reliant on solid information and how it has
changed since internet has come into their lives, or in this case, WikiLeaks.
As a conclusion, the researchers have reached the saturation point for the first research
question which is WikiLeaks has no big impact towards national security but it will affect
in the way of thinking and also induce cultural implications in connection with
information received from the internet. WikiLeaks can lead to misinterpretation of
information among the society mostly issues regarding politics. Changes in the way of
thinking can be widely seen among the society nowadays as they rely on untrusted
information given by the internet rather than investigating from a more reliable source.
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Internet can be a reliable source but it really depends on people, how they receive and
interpret the information in their own way. As a conclusion, these two results have
answered the first research question above.
RQ2:What are the factors that can cause the effects of WikiLeaks news on national
security and Malaysians’ ideology?
In this research question, the respondents all agree that most of the faults in any effects
by the use of Internet as a source of information that are seen in the society today are
caused by the individuals themselves. They are responsible for their own understanding
of the information and how they use the information in their lives. If they take the
information in a negative way, then it is their own credibility that is being questioned.
Their minds already have their own unique stamp that allows them to take information
and process it in a completely different way than others.
It can be concluded that any effects that might harm individuals or the society from the
reading of WikiLeaks news rely on the judgment of that particular person based on the
principles they have believed before they are exposed to the news.
RQ3: What are the precautionary steps that Malaysia should take to prevent these
problems?
For this research question, some of the respondents, Rosly Yahil, Mohd
Fairusredzuan Noorazman, Jazannul Azrik and Sharifah Roziah Bt Mohd Kassim, are of
the opinion that the individuals are responsible for their own way of taking information in
the correct manner, so they should learn how to use the information they receive
responsibly. They should pursue the validity of the information before taking action
about the things that they found out about.
The other respondents, Ramli Katang, YB Rasman Ithnain and Rosman Said, believe
that the government is already ready for the threat of this type of problem such as the
constant cyber monitoring done by agencies powered by the government. Any threat will
be headed off early in the stage and no big crises will arise.
Malaysian society and the government are responsible for handling the prevention of the
effects of websites such as WikiLeaks. Individuals, government and non- government
agencies should take part in order to minimize the spread of bad influence caused by the
news.
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CONCLUSION
National security is one of the important elements that lead to the development of a
successful country. An infringement towards Malaysian’s ideology through social media
such as WikiLeaks could be the factor that will attack the stability of national security. In
this case, news and reports from WikiLeaks are contents that the government is aware of
because they know this could bring Malaysia to an unsafe zone and probably threatened
by more serious menaces in the future.
Countries all over the world including Malaysia conduct various attempts to prevent their
country from having their name attached to the likes of WikiLeaks. This research can
help government and internet users to identify the problem regarding security and
ideology and facilitate them in solving the problem. From the observation of this
research, the impact is not an attack on national security but specifically on certain issues;
particularly politics. Youngsters are the one that are more inflamed with information
from cyber media. This is because, they rely more on the internet rather than asking from
reliable sources. As a solution, people should ensure the validity of received information
before taking any action. The government works through agencies and they have been
persistently monitoring the cyber content to stop any threat from developing into bigger
problems.
As a recommendation for other researches in the future, the researchers should conduct a
research on other websites calling themselves internet journalists towards investigating
the effects to national security and people’s ideology. If more research regarding this
issue is conducted, a better understanding and awareness will be gained.
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THE EFFECTS OF PROPAGANDA SPREADING BY NEWS COVERAGE

TOWARDS MALAYSIA’S HERITAGE AND COMMUNALISM
Muhammad Hazim Bin Khaizuran, Noor Izzati Nadia Binti Mohd Zainal, Rokiah Syaidah
Binti Abdul Rahim, Syahiirah Binti Limat, Muhammad Syahrodza Muhafiqin, Nur Bazla
Binti Zailan, Maizura Manshor
Presenter: Noor Izzati Nadia MohdZainal
Abstract
Propaganda is information that often biased or misleading, used to promote a political

cause or point of view. Malaysian media is unavoidable to spread propaganda and has
threatened Malaysia heritage and communalism. News coverage has the large number or
scale of audience. Many of people watch TV news, reading newspaper or online news to
get information, current issues or recent event. Nowadays, many unethical people try to
use news coverage in spreading propaganda. Therefore, this research is to study the effect
of propaganda spreading by a powerful news coverage medium by media toward our
heritage and communalism. Moreover, this study is to ensure the Malaysia heritage and
communalism maintains or remains harmony, stable, and peaceful for the next generation
of Malaysia.
Keywords: Propaganda, News coverage, Communalism, Heritage, Malaysia.
INTRODUCTION
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Media in Malaysia has becoming an imperative tool to spread news, current issues, recent
events and others to Malaysia citizen. They also provide Malaysia citizen unlimited
entertainment shows to fulfill the demand in the industry. In Malaysia, the first
newspaper to be published in Tanah Melayu, now known as Malaysia was in English and
called The Prince of Wales. It was published in 1805 and it lasted until 1827. During the
Japanese occupation, newspaper was banned by the Japanese authorities. Newspaper has
also helped to spread information to Malaysian citizen during the process of getting
independence from British. Meanwhile, radio media industry in Malaysia begun in 1921.
A.L Birch is an electrical engineer of the Johor state government which eventually
formed Johor Wireless Society.
However, some of the media or news organizations are prone to spread news propagation
as part of their news coverage just to get more readers and viewers. This action has
actually ruined our country. Propaganda has a very negative meaning. According to
Oxford Dictionary, propaganda is the information that often biased or misleading, used to
promote a political cause or point of view and could create the tension of communalism.
Propaganda can serve as the tool of unity under certain cause but it is often being used in
an overly manner, issues diversion or even cheating just to get the support. According to
Arthur Siegel who is a Social Science professor at York University in Toronto,
propaganda comes in four basic varieties. Firstly, the big lie and followed by the doubtful
truth. Meanwhile, the third is to tell the truth but withholds the other side’s point of view
and the last is the most productive which is to tell the truth, the good and the bad, the
losses and the gains. It is very difficult for those who are not in the news field to detect
the propaganda but in the democratic society, propaganda is really existed.
Propaganda is not just destroyed the Malaysia’s peaceful and harmonic multiracial
society, but also the news organization itself. Propaganda emerges from an individual or
organization personal agenda and most of the time for bad intention that can deter
Malaysia’s growth. Malaysian is a country with diverse religion and race and it has been
experiencing a 57 years of independent. Also, Malaysia has its own unique specialty to be
proud of in terms of culture, heritage, food, dance and many more that need to be
inherited by each of the Malaysian people and the future generation. There is no obstacle
that should be considered as a small threat because it is a duty of the Malaysian people to
ensure the stability and harmony of our country remained forever.
RESEARCH QUESTION
RQ 1: What are the factors of spreading propaganda through media in Malaysia?
RQ 2: What are the effects of propaganda spreading by using news coverage towards
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Malaysia harmony and unity?
RQ 3: How to reduce the media’s activity on spreading propaganda in Malaysia?
Most people nowadays are well connected through internet by using media social to stay
connecting with people from around the world. The ability of the internet as a
communication tool far outweighs the communication tools available today. Internet is
more interactive and not only one-way distribution of information’s like printed media
such as books, magazines, and newspapers. Besides, this type of media distribution
would require cost, manpower, infrastructure facilities, and road vehicles. These factors
limit the dissemination of information and at the same time facilitate the control of
information.
Internet is different. Internet is a platform that provides information from the millions of
users from around the world. Sometimes, people don’t realize that there are propagandas
that can bring chaos to the peace of a country. Besides, people can also being disunited
and hatred among them because of unfiltered misleading information of propagandas
distributed through internet. The worst thing that can happen is that people shared the
propagandas to others easily. As a result, it will influence people to believe on that
propaganda that may possibly threaten the peace and harmony of a country
What is Propaganda?
According to journal title “The Ethics of Propaganda” by Ellul, J, (1965),
“propaganda is a set of methods employed by an organized group that wants to bring

about the active or passive participation in its actions of a mass of individuals,
psychologically unified through psychology manipulation.”
According to Ellul, propaganda is a set of thinking by some powerful people and groups
that wanted to spread their beliefs regarding on any issues that they feel dissatisfied and
how they psychologically manipulated the mind of the public to be with them, and ways
how they presented their idea to the public by behaving actively or passively. As
example, in Malaysia we have both government and the opposition parties, and we can
look the patterns of how those parties are trying to win the citizens’ heart by inserting the
good values about the parties without anyone knowing about it, and due to less powers of
chances to promote their agenda, few parties might be doing some event which may gain
attentions from the citizens and also the media.
According to journal title “Propaganda: The Formation of Men’s Attitudes” by Ellul J,
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(1965),
“propaganda acts as the defense of an idea as dangerously elementary given its

“manipulation of the mobs subconscious”.”
Powerful organizations or people, they choose to spread propaganda due to convey the
hidden ideas that they have created. They know that they could not voice out the idea
without the agreement by the citizens. The only way is to persuade the public to agree
and approve their agenda by promising many benefits if they choose to follow the
organization or the people, and as for the public, few of them without knowing, they have
been persuaded by the promises which causes them to agree by the agenda, whilst for
those who are not influenced by the promises will disagree by the ideas, and that is how
both government and opposition parties in Malaysia are doing in order to win the
citizens’ heart.
In a conclusion propaganda is used by powerful people especially in politic to control

people’s thinking. The concept of agenda setting is applied in spreading propaganda to
exhibit to the public on how the opposition organization is reacted and the other party
who is trying to win will looking out the bad things of their opponent’s team. In that way,
people’s mind is manipulated by the news that is not fairly done because of public are
only looking and listening to one sided party which is the news can be true or can be
false.
Factor of Media Spreading Propaganda.
According to journal title “Another Perspective on Mass Media Propaganda” by Jay

Black, (1977),
“media have enormous powers or that they are merely small cogs in the machinery of
democracy, capitalism, education, and the myriad concepts clustered around the term
'public opinion'. The typical criticism usually starts out with a set of general statements
concerning what the mass media should be and do.”
According to Black, media has a lot of power to influence people in spreading agendas
throughout the world. Media is the biggest tool to convey information and this is the
major reason of why some powerful people and organizations tend to use media to
influence the public. Public receives the primary information about a topic is from media
which is mostly from newspapers they read during the morning or watching the news.
However, only few of them are willingly to do some researches from other resources to
ensure the truth about the news, whilst the rest will believe it without knowingly they
have might be manipulated by the media itself.
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According to journal title “The Ethics of Propaganda: Propaganda, Innocence, and

Morality Communication”.
” by Jay Black, (1977),
“media propaganda are based in part on the often stated assumption that one
responsibility of a democratic media system is to keep the public open-minded that is, to
keep people curious, questioning, unwilling to accept simple pat answers to complex
situations, to operate as libertarians, etc.”
According to Black, media supposed to show the right things about any issues whether it
is sided to government or not. Media should not be biased towards anybody since that it
is only a medium which updating news to the public, and they should let the public think
and decide which one is good and which one is bad.
In a nut shell media is an important medium for people especially powerful people as
media could reach public to widely spread their propaganda that is why we used agenda
setting theory as it is related to our research.
The Effect of Propaganda
According to journal title “The Ethics of Propaganda” by Ellul, J, (1981),
“in sociological propaganda is reversed from political propaganda because in political

propaganda the ideology is spread through the mass media to get the public to accept
some political or economic structure or to participate in some action, whereas in
sociological propaganda, the existing economic, political, and sociological factors
progressively allow an ideology to penetrate individuals or masses.”
According to Ellul, he said propaganda in politic in mass media are use to spread political
ideology are more affective compare to others medium. Politician especially takes the
advantages to penetrate their target.
According to journal title “Propaganda, Its Psychology and Technique” byDoob, L. W,

(1948),
“propaganda affect the personalities and to control the behavior of individuals toward
ends considered unscientific or of doubtful value in a society at a particular time.”
According to Doob propaganda can influence people thinking that affecting their
behavior and can make people doubt towards people or news. For example nowadays
media in Malaysia is control by government hey use this media to spread their
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propaganda. However, social media are not own by government, some people will use
this media to spread their propaganda in order to confusing others.
According to journal title “The Ethics of Propaganda: Propaganda, Innocence, and

Morality Communication.” by Jay Black, (1977),
“the threat of propaganda in the entire mass media is less possible in these pages than is
the threat of news media propaganda, but it will be noted that a great many of the
thoughts about news media propaganda can be expanded readily to include entertainment
and persuasion media”.
According to Black threat in news media propaganda are more dangerous than entire
mass media. News is media that Malaysian used to get information, for elders especially
the only way for them to get information is thought news.
All in all propaganda can influence the people’s minds and decisions, thus media are
always being chosen in order to spread propaganda. Agenda setting theory is related to
our research is because the concept agenda setting that use media to selectively choose
what people’s see or hear in media.
RELATED THEORY
The Agenda Setting theory was first introduced in 1972 in Public Opinion Quarterly by
Dr. Maxwell McCombs and Donald Shaw. Agenda setting is defined in “Mass Media,
Mass Culture” as the process whereby the mass media determine what we think and
worry about.Agenda setting theory is basically a theory of strong media effects which
suggests that the passage of time the media agenda becomes the public agenda and it is
one of the most important media theories of the present times. The common assumption
of agenda setting is that the ability of the media to influence the visibility of events in the
public mind has been a part of our culture for almost half a century.
Therefore the concept of agenda setting in our society is for the press to selectively
choose what we see or hear in the media. Plus, the concept of agenda setting also took its
name from the idea that the mass media have the ability to carry salience of items on their
news agendas and then transfer it to public agenda. The Agenda-Setting theory has its
qualities and power. Agenda-Setting theory has its beginning in a scientific background.
It predicts that if people use the same media for information, they will place importance
on the same issues.
According to Chaffee & Berger’s (1997) criteria for scientific theories, Agenda-Setting is
a good theory for a number of reasons. Agenda-Setting theory has an explanatory power
because it explains why people prioritize certain issues for example politics, culture or
religion issues. Its predictive power is also recognized because it predicts the priorities of
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the media audience according to the news media content. Besides that, this theory is
economical because it is easy to understand and its theoretical assumptions are balanced
and unbiased. The theory of agenda setting has an organizing power because it help to
organize existing knowledge of media effects on society and the theory also provides new
areas for further research.
In this research, researchers used agenda setting theory because propaganda used agenda
setting theory to make or spread the news. We can say that propaganda and agenda
setting uses the same concept in delivering news. Most people nowadays uses media
network as a daily usage and people shared all the news and propaganda by using media
with others people. Agenda setting theory is one of the most important theories of the
present times. Agenda setting theory has its power and quality that can control the
propaganda.
METHODOLOGY
The method that has been used is qualitative research. The in-depth interviews are most
appropriate for situations in which the researcher wants to ask open-ended questions that
extract depth of information from only few selected people. In depth, qualitative
interviews are brilliant tools to use in planning and evaluating case research as it uses an
open-ended method which enables the researcher to really explore the informant’s
feelings and perspectives on a subject which will result in rich background information
that can help shape further questions relevant to the topic. In order to complete the
research, we will conduct a few in-depth interviews with selected informants that came of
different job background in different session individually.
Purposive sampling or judgmental sample is a form of nonprobability sampling. The

informants are selected based on the knowledge of the purpose of the study and as well as
the characteristics the informant possess (Babbie, 2001).
The respondents for this research are Datin Paduka Marina Mahathir, Dr. Maszlee Malik,
Fathi Aris Omar, Elviza Michele Kamal, Jefree Zain Affendi Dan Yunan and Khairul
Ashraf Maula Juhari. The respondents are chosen based on their credibility to answer the
research questions.
RQ 1: What are the factors of spreading propaganda through media in Malaysia?
In Malaysia, media have been control by government, political parties, organization and
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others. For traditional media such as newspaper they are pretending not to be a political
newsletter or being balanced and neutral to both political sides. They are being unethical
in reporting news. However, there are some media that tries to follow the journalism
ethics because they are in a small range circulation. Some of the journalist who works
with media organization which owned by some political parties tried to follow the
journalism ethics but they failed because the authorities forbidden them from telling the
truth.
“There are several types of propaganda which are white propaganda, grey propaganda
and black propaganda” according to Malaysia Kini’s chief editor, Fathi Aris Omar. White
propaganda tries to make a better image for something that is related with few issues.
Grey propaganda is between in two situation either bad or good news. Meanwhile, Black
propaganda is defamation. So basically, propaganda is something that can be
sensationalized by manipulating the story. Propaganda can either portrays the bad image
of enemies or portrays the goodness of the person.
“Most of our media is being controlled and funded by some people or organization in
order to survive” said lawyer, Jefree Zain Affendi. Basically, they have been controlled
by the owner of the media itself. The owner of the media will decide which news will be
out to be published to the public.
We cannot blame the media itself even though we know it is owned by some political
parties, organization and such that. There is another factor why propaganda spread
through media, it is that our culture likes to read sensational issues. As we can see, Metro
newspaper ranked number one in Malaysia. People like to buy and read Metro news
because Metro news come out with sensational issues with unethical headlines to attract
readers to buy and we strongly believe that is propaganda.
RQ 2: What are the effects of propaganda spreading by using news coverage

towards Malaysia harmony and unity?
Propaganda nowadays has become one of the elements to attract readers and
disgrace people who are prominent in the political circle as well as those who aren’t.
Propaganda could be spread by just anyone but if the person does not have any power in
Politics, the propaganda would just be wasted for nothing, for example, a Principal could
spread propaganda, but it won’t go any further than the school compound. But if the
Principal tells the propaganda to the leader of a Political party, everyone will be aware of
it.
Propaganda is not necessarily a bad things, it could be a good thing if the person who
spreads the propaganda only tells the truth and if the propaganda is beneficial to the
citizens. “Most often than not, spreading propaganda serves to only bring advantages to
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the company who spreads it” said Datin Paduka Marina Mahatir.
If you are constantly reading Utusan Malaysia, you will trust every word that the paper
said and it’s no different when you are reading Suara Keadilan as well. As the sentence
“if we think we are weak, we cannot do anything” goes, the same could be applied to
spreading propaganda. For example, a Muslim man went to meet the Pope, but he doesn’t
dare to exchange gaze with the Pope because he is afraid to do such thing for exactly
what the paper wrote. It is obviously shows that the negative effects of spreading
propaganda by using news coverage towards people.
People believe on what they are seeing. When people are more prone to one side, they
will always believe and trust on what the side is saying. As a result, they will always
defending the side and hate the other side. They will always believe the other side is
wrong. Thus, it can create racial tension among us Malaysian citizen and destroy our
heritage.
RQ 3: How to reduce media’s activity on spreading propaganda in Malaysia?
“Media have to be independent or have their own freedom” according to Jefree

Zain Affendi. Meanwhile, Fathi Aris Omar said “the media itself have to reduce “Hate
Speech” news that can cause disunity in Malaysia”. “Hate speech” can be defined as a
speech that attacks a person or group on the basis. Media have to be more independent
and follow the ethical of journalist before reporting and printed the news. The important
thing is that media must firstly analyze the sources of the news. The role of media is to be
the voice of people or publishing what people want to say or people opinion. If we shut it
down the freedom of speech, then we are allowing the propaganda to spread. When there
is the freedom of speech, we can share and collect opinions about an issue from many
people. As a result, the propaganda spreading will be reduced.
Khairul Ashraf Maula Juhari said that “journalist should be more ethical in
reporting news”. Nowadays, most of the journalist just work for money and not following
the journalism ethics. The journalist just cannot ignore the ethics because they will
deliver the news to the public and the news will shape the readers minds and perceptions
towards any topic basically it will happen in political issues.
Media should reduce the political issues in news coverage because there is a lot of
political side in newspaper, magazine, and also internet. Besides that, media should get
the news from right source and media should give the right story to the public. Media or
journalists have to back to basic which are about the ethics, morale and also culture.
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CONCLUSION
The media played important roles to the society. They deliver news, information and
entertainments to the society. Media has the power to control the world and human mind.
One of the elements that will never end in media is propaganda. Media does spread
propaganda after we as the researcher done the interviews sessions with six different
respondents and found that media does spread propaganda and some even spread widely.
Propaganda spreading through media is easier nowadays as traditional media has more
power in doing so. Moreover, the development of new media such as the internet helps
the propaganda spreading in order to influence people. The social networks such as
facebook and twitter give freedom to any people to spread propaganda but they are in the
small scale of reader. Most media in Malaysia is owned by the political parties, some
organizations and certain wealthy people. Therefore, the media spread propaganda in
order to follow the owner needs and wants. This is unethical and not how the real media
should be. Let the media be free and not owned by any political parties and they will not
spread propaganda. In Malaysia, freedom of speech is not allowed and this means that
spreading propaganda is somehow done in order to say something to the people.
Therefore, we are also allowing the propaganda spreading to destroy our communalism
and heritage. As the result, it can create the racial tension among Malaysian citizen and
disunity us. Eventually, the media itself should be free and let the freedom of speech be
alive. Nevertheless, the government should be clear and take this issue into parliament
and find the best way to reduce the media from spreading propaganda. The Malaysian
citizen should also learn on how to differentiate good propaganda and bad propaganda.
They must realize this thing will remain in the media and the citizen should be wise to
trust the propaganda or the other way around.
Reference
Babbie, E. (2001), The basics of social research (6th ed.). Stamford, Cengage Learning.
Black .J .J (1977), Another Perspective on Mass Media Propaganda.
http://www.generalsemantics.org/wp-content/uploads/2011/05/articles/gsb/gsb44-
black.pdf
Black .J .J (1977), Semantics and Ethics of Propaganda
Chaffee, M. & Berger, W (1997). Setting The Community Agenda, Journalism & Mass
Communication Quarterly, 73 (1), (pp. 7-16).
Doob, L. W (1948). Public Opinion and Propaganda. New York: Holt.
http://www.communicationcache.com/uploads/1/0/8/8/10887248/semantics_and_
ethics_of_propaganda.pdf
Ellul. J (1965) Propaganda: The Formation of Men's Attitudes. New York: Alfred A.
Knopf,
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Ellul. J (1981), The Ethics of Propaganda: Propaganda, Innocence, and Morality

Communication”.
McCombs, M (2002), News Influence on Our Pictures of The World in Media Effects.
SUB TOPIC 10:
MEDIA AND TECHNOLOGY
THE EFFECT OF NEW MEDIA ON UITM STUDENTS OF FACEBOOK AND

INSTAGRAM
Athirahfathiaharifin, Mohd Safiq Mohd Nor, Izzat Amir, Noor Syuhada, Farah Hanim,
Izrindasazlini&Ilyayasnorizarilyas
Presenter: Athirah Fathiah Bt Arifin
New media has become the most important thing in the world; it has helped us getting
through life much easier and simpler. This research focuses on the study of the new
media (Facebook &Instagram) and how is it dangerous to their users where the users of
these new media can be exploited in terms of personal information that they share to
which is needed in creating a social network and discover to what extend their
information can be exploited. This research will be done by qualitative research as we
will seek out opinions and ideas, from the students regarding the effects of new media
(Instagram and Facebook) on exploitation of privacy towards UiTM students. Mark
Zuckerberg founded Facebook in February 2004 with his college roommates and fellow
Harvard University students Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and
Chris Hughes. The founders had initially limited the website's membership to Harvard
students, but later expanded it to colleges in the Boston area, the Ivy League, and
Stanford University. Facebook now allows anyone who claims to be at least 13 years old
to become a registered user of the website Instagram is an online photo-sharing, video-
sharing and social networking service that enables its users to take pictures and videos,
apply digital filters to them, and share them on a variety of social networking services,
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such as Facebook, Twitter, Tumblr and Flickr. A distinctive feature is that it confines
photos to a square shape, similar to Kodak Instamatic and Polaroid images, in contrast to
the 16:9 aspect ratio now typically used by mobile device cameras. Users are also able to
record and share short videos lasting for up to 15 seconds. Some teenagers are very naive
as they will give all their information online and these personal information that they
have shared online will automatically cause them harm such as strangers will know
where they are from , where they are heading to, it is because the “check in” on Facebook
that the users share every time they get to the places. In this research, we are going to do
some study to prevent privacy exploitation online which is to teach and help students to
be more careful online and to investigate why most of our students like to share their
privacy on the
social media.
Keywords: New Media, Facebook, Instagram, Privacy
INTRODUCTION
Throughout the years of life, the internet has become one of the most important things in
our lives. Mostly, our days revolve around the internet, as we seek information by using
the search engines, communicates through the internet , gather datas, get direction and so
much more that you could do with the help of the internet. With the existance of the
internet , people started to invent new media which to help people acces the internet
easier and more frequently. Nowadays, people normally use the new media to acces
internet such as go online and communicate with thousands of people in a time by using
this media and the internet. This is what we called social media.
Social media or social network is a networking site where people could communicate
with other people without having a face to face communication. Social network became
humans’ need these days, it is because of where almost all the informations flow. People
share informations, pictures, news, videos on the social media to tell or share to other
users. Social media such as Facebook and Instagram allow users to set their profile and
key in some of their personal informations. Users tend to share their personal
informations to let the other users know about them better and some of the social network
users expose too much information that are best remained as a privacy to the online
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world. This may lead to exploitation which could bring harm to themselves.
Facebook was founded in February 2004 by Mark Zuckerberg with his college
roommates and fellow Harvard University students Eduardo Saverin, Andrew McCollum,
Dustin Moskovitz and Chris Hughes. To create a Facebook account, a user must be at
least above 13 and they must give some information as their bidoata for thier account
profile where it used to share with other users.. Facbook lets you add other users for you
to get connected where they have approve each others so thier information about each
other are shared and facebook lets the users to connect via chat where once you get to
approved by someone to your friend you are able to chat with that particular user.
Instagram was created by Kevin Systrom and Mike Krieger and launched in October
2010. Instagram is an online photo-sharing, video-sharing and social networking service
that enables its users to take pictures and videos, apply digital filters to them, and share
them on a variety of social networking services, such as Facebook, Twitter, Tumblr and
Flickr.
PROBLEM STATEMENT
In this research, researcher had found that the student of University Teknologi Mara Alor
Gajah are not aware of the consequences that they may face when they use the new media
where they share their personal information. teenagers mostly are unaware of the their
personal information being shared to the public or even worst hackers where they are a
group of people that can exploit our privacy by hacking into our social network account
because each time they tend to create a social network. Besides that, they are also
exposed to danger which they are unaware of the privacy exploitation done by a certain
group of irresponsible people which have specific skills. Furthermore, the social network
users safety is in danger where teenagers are not aware of the security measures that are
able to protect thier privacy in the internet.
RESEARCH OBJECTIVE
The objective of this research is to find out and focus on the the negative effect of new
media on Uitm students on exploitation of privacy of : Facebook and Instagram.
The following are the objectives of this research:
To study the personal information required for social networks to be created.

To identify the privacy exploitation done by a group of irresponsible people.
To determine the security measures to protect privacy in the Internet.
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RATIONALE AND SIGNIFICANT OF STUDY
The rationale of this study is to figure out and focus on revealing the effects of the new
media (Instagram and Facebook) on exploitation of privacy towards UiTM students
because they are the youngsters who are basically the users of these mediums. By doing
this research, government could take actions towards the exploitation of information
through the help of our Suruhanjaya Komunikasi dan Multimedia Malaysia to trace,
detect and take serious action towards these irresponsible people. We also must practice
safety precautions where we must be aware of what we are sharing and posting stuff
online because if too much personal and private info being shared the consequences
might be severe and your privacy is not much of of a privacy anymore. So we must really
be aware of what we share online.
LITERATURE REVIEWS
Social media has a great on people’s lives and millions of students are spending many
hours for social networking sites like Facebook. Facebook is one of the most popular
social networking sites which allow users to post information, chat with others and
collaborate within the system (Stelter, 2008). There are many computer based language
programs but students expect something more professional and may not view these
programs as interactive experiences (Mazer et al., 2007).
It has been the source of entertainment because nowadays people are more prone to
multimedia. Hence, the Internet. So having the Internet in the palm of our hands where
we surf them through our smartphones and gadgets, we people tend to discover and
explore the world of internet and the things we discover is the existence of the social
networks which acts as the medium of entertainment to our people nowadays. Social
network or the new media is popular among online communities (Brown, 2004).
The availability of personal information online is also an opportunity for identity thieves,
scam artists, debt collectors and, stalkers to use the information that people themselves
have voluntarily provided in a ways harmful for the owner of the information. Social
networking sites vary greatly in the levels of privacy offered and required. With the
growing up and unfrequented popularity of these network sites, undesirable security and
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privacy risk issues have increased. According to Dwyer (2007) privacy within social
networking sites is often not expected or undefined. Media social sites record all the
interaction between users and retain them for potential use in social data mining. Social
network security and privacy issues result from the astronomical amounts of information
these sites process each day
When their privacy has been exploited, there will be some changing in their behavior.
They will act differently than before because their privacy is not private anymore.
According to Kasteler J. (2010), they like to think that they are largely in control of their
day to day lives, yet most of what we do, from what we eat to who we sleep with, and
even the way we feel, is significantly influenced by those around us and those around
them, and those around them. He also said that our actions can change the behaviors, the
beliefs, and even the basic health of people we’ve never met. Social networks can harbor
a flow of generally undesirable things such as anger and sadness, unhappiness, but good
things also flow like happiness, love, altruism, and valuable information.
In cyberspace, mutually anonymous interactions lead to the development of close

relations with others without benefit of visual cues which are typically important in social
categorization of others and subsequent interaction. Online identities are self-constructed
and can be repeatedly modified to recreate one’s online persona. Usually one’s self
identity is relatively static and strongly associated with physical characteristics (gender,
age, weight, race). Identity construction on the Internet allows experimentation with
various possible selves. The usual constraints of particular roles are nonexistent and
identity can be fluid (Gurak, 2001; McKenna & Bargh, 2000).
THEORY DEVELOPEMENT
For this research the theory that will be used is the uses and gratification theory. This
theory is an approach to understanding why and how people actively seek out specific
media to satisfy specific needs. Uses and gratifications theory takes a more humanistic
approach to looking at media use. The past researcher believes that there is not merely
one way that the populace uses media. Instead, they believe there are as many reasons
for using the media, as there are media users.
For this research, the researcher will use Uses and Gratification theory because it suits
with the topic “The effects of new media (Instagram and Facebook) on exploitation of
privacy towards Uitm students. The agenda of this theory is to improve the way and
explain the users the functions of the media for individuals, groups, and society in general
especially among students.
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METHODOLOGY
In this research methodology, the researcher using the thematic analysis in conducting
this study. Thematic analysis is the qualitative method for identifying, analyzing and
reporting (themes) within data. It minimally organizes and describes the data set in detail.
However, frequently it goes further than this and interprets various aspects of the research
topic (Braun & Clarke, 2006). Thematic analysis can be done by collecting the data,
Audiotapes should be collected to study the talk of a session of an ethnographic interview
(Spradley, 1979). Form the transcribed conversation patterns of experiences can be listed.
This can come from direct quotes or paraphrasing common ideas. The next step to a
thematic analysis is to com e and catalogue related patterns into sub-themes. Themes are
defined as unit derived from patterns such as "conversation topics, vocabulary, recurring
activities, meanings feelings, or folk sayings and proverbs" (Taylor & Bogdan 1989, p
131). When gathering sub-themes to obtain a comprehensive view of the information, it
is easy to see a pattern emerging. When pattern emerge it is best to obtain feedback from
the informants about the issue. The interviewer transcribes the interview or the session,
and asks the informants to provide feedback that is then incorporated in the theme
analysis.
Researcher will also conduct this study by using the in-depth interview. In-depth
interviewing, also known as unstructured interviewing and that is the type of interview
which the researchers use to elicit information in order to achieve a holistic
understanding of the interviewee's point of view or situation. It also can be used to
explore interesting areas to further the investigation to make sure all the information is
true. This type of interview involves asking informants open-ended question to obtain the
data. As in-depth interviewing often involves qualitative data and also called as
qualitative interviewing (Bery, 1999). The researcher's interviewing techniques are
motivated by the desire to learn everything and the participant can share about the
research topics. In-depth interview are usually conducted face to face and involve on
interviewer and one participant (Boyce & Neale, 2006).
For this research, In-depth interviewing method was being used by the researcher to make
sure all the information will be gain with the deeper truth of the source about the study of
"the effect of new media (instagram and facebook) on exploitation of privacy towards
UiTM students". The researcher will make the face to face interview towards the
informants where they are know and understand what are the opinion by them towards
this case study. Total of five informant will be interview for the purpose of the research
to make sure all the question will be answering by the informants.
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The informants is Daiyan Trisha, a final semester year student from faculty of
accountancy, Nur Asyikin Rahman, a semester 5 student from Faculty of Public
Administration, Muhammad hilmi, a semester 4 student from faculty of Communication
and Media Studies and the other two is a semester 4 student from faculty of science
computer Ahmad Faiz and Ahmad Azrain.
Researcher distributed a questionnaire to the 5 informant regarding the topic research

"The effect of new media (Instagram and Facebook) on exploitation of privacy towards
UiTM students". The purposive sampling is being chose by the researcher to identify
either UiTM Lendu student aware and understand the problem. Purposive sampling
represent a group of different non-probability sampling technique. Also known as
judgmental, selective or subjective sampling, purposive sampling relies on the judgement
of the researcher when it comes to selecting the units. (e.g. people/cases/ organization,
events pieces of data) that are to be studied. Usually, the sample being investigated is
quite small, especially when compared with probability sampling technique (Lund
Research, 2010).
FINDINGS
Social network
Daiyan Trisha stated that Facebook have more users and it’s not limited to just pictures
and the personal information spaces are more in detail where sometimes certain users
have less knowledge about social network and fill all the optional details like phone
number and address.
Asyikin Rahman stated that Facebook has a broad way of sharing information throughout
the web, it can upload almost everything like pictures, video and personal data where it
shows your activity when you are in it and it seems vulnerable for the users to actually
share their info eventhough it’s for getting to know people.
Ahmad Azrain stated that Facebook can be used safely where it have privacy settings
where you can set to the extent of what information you share with others or public where
its either you have the intention to care or not about your personal information.
Muhammad Hilmi stated there are measures that can be taken for a user to actually
protect their privacy and personal information but it’s either a person are aware about it
or they just take privacy safety for granted.
It is concluded that Facebook require more information in order to create an account and
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mostly the student of UiTM Lendu are unaware of the personal information they shared
and filled whether it is necessary or not because they tend to take this matter for granted.
Exploitation
Asyikin Rahman stated that she always thinks twice before posting something on her
social account. Because she is aware of all the privacy content.
Daiyan Trisha stated that she is aware and that is why she filters her thoughts and only
posts it after it is secured.
Ahmad Faiz also stated that he does think about the consequences of the good and bad
consequences about my privacy on his facebook and Instagram account.
Muhammad Hilmi stated that he set his account to private so that people won’t hack his
account for
Ahmad Azrain stated that he has thought of what will happen if he posted things that not
necessary.
It is to conclude that they are aware of the consequences that they may face when they
share their personal information where nowadays internet is not a safe place anymore
because of the certain group of irresponsible people who tends to exploit the privacy of
others.
Security Measures
Daiyan Trisha stated it is important to have security such as anti-spyware, anti-virus

scanners or firewall software in computer in order to protect the files and important
document such as academic files, pictures and so on.
Muhammad Hilmi stated that to have security such as anti-virus or anti-spyware is very
important since it can block all unnecessary and dangerous files. Plus, it will protect the
computer.
Nur Asyikin Rahman stated that she needs to have the internet security to protect her
computer and all her files and information on it are very important to her.
Ahmad Faiz and Ahmad Azrain share the same thought as they stated they don't need the
internet security, we keep our information safely from the strangers. Actually it is not
necessary to put the information or the personal details on the internet.
It is concluded that UiTM Lendu students are aware of the danger they might face of the
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exploitation of privacy in the internet. Thus security measures are taken to protect their
privacy in the internet.
CONCLUSION AND RECOMMENDATION
For recommendation is that the researchers should interview more informants for the
research so that bias would not happen while doing the research. Thus, researchers need
to find stranger or someone that is very common to the topic. Besides that, more
informants will produce varieties of answers and opinions that can easily be matched
with the research topic.
From our research, we can summarize that having a social network and not having them
in private is dangerous since there are so many people that can hack their account. They
should not put their personal and privacy content such as their phone numbers, address or
any other content that people can easily detect them in the social network.
REFERENCES
Gurak, L. J. (2001). Cyberliteracy: Navigating the Internet with awareness. New Haven,
CT: Yale University Press.
Berson, M. J. (2000). The computer can’t see you blush. Kappa Delta Pi Record, 36(4),
158-162.
Mahoney, D., & Faulkner, N. (1997). Brief overview of pedophiles on the web.
Presentation
to the Internet Online Summit: Focus on Children Available online
http://www.preventabuse-
now.com/pedoweb.htm
Brown, D (2001). Developing strategies for collecting and presenting grooming evidence
in
a high tech world. National Center for Prosecution of Child Abuse Update, 14(11).
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html
Berson, I. R., Berson, M. J., & Ferron, J. (in press). Emerging risks of violence in the
digital
age: Lessons for educators from an online study of adolescent girls in the United States.
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Journal of School Violence.
Davis, L., McShane, M. D., & Williams, F. P. (1995). Controlling computer access to
pornography: Special conditions for sex offenders. Federal Probation, 59(2), 43-48.
Aftab, P. (2000). The parent’s guide to protecting your children in cyberspace. New
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McGraw-Hill.
Vettese J. (2011) http://www.annenbergclassroom.org/speakouts.aspx?name=should-
social-networks-like-facebook-better-protect-our-privacy-
&AspxAutoDetectCookieSupport=1
Garcia O. (2013) http://www.twincities.com/business/ci_23739730/nsa-revelations-
causing-people-change-online-behavior
NEGATIVE IMPACTS OF INTERNET TOWARDS TEENAGERS
Noor Zuhaireen Zulaika Zakaria, Nor Azirah Alyani Binti Awang, Auji Fasihah Binti
Azizi Mohd, Muhammad Hazim Sazali, Farah Izzaty Md Farid, Haziq Fikri Bin Rohaizad
Presenter: Farah Izzaty Md Farid
Abstract
The purpose of this research is to identify the negative impact of internet among
teenagers nowadays. In Malaysia, the problem of social network among teenagers is
getting dangerously since the parents are not paying attention what their children are
surfing on the internet. Teens are no exception. Since most teens have access to the
Internet, either at home, school, and the public library or on their cell phone, parents
should be aware of how its overuse or abuse can negatively affect their teen (Gadsden,
2004). However, Teens also use the Internet as a way to escape from the real world or
avoid personal contact. As a result, the more time they spent using the Internet, the less
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likely was their desire to see and talk to with family members and friends. As a
researcher, we identify the negative impact of internet among teenagers to solve their
problem form getting worst.
Keywords: negative, impact, teenagers, internet
INTRODUCTION
Media technologies such as Television, videos, games, internet, music, mobile

phones and etc. have brought about some change in the experience of this modern
society’s childhood nowadays. They have greatly affected many aspects of our lives.
Today the Internet continues to grow day by day at an incredible speed. About 32.7% of
the world’s population has access to the internet stated Howe, (2012). However the
internet has also negative effects towards the behavior of teenagers. The drastic change of
technology leaves parents clueless and unprepared for the challenges on how to regulate
or control their child’s period of time with such technology.
Media nowadays comes in many types and form, with easy access to the World
Wide Web with the help of the internet, teenagers can easily obtain useful information to
increase their understanding also simultaneously learn new things that will benefit them.
These benefits can last through to adolescence. New technology such as the Smartphone
have now taken the world by storm, more and more people are using Smartphone,
especially teenagers. Some teenagers could not imagine what life would be if the internet.
The Internet is a global network that connects millions of people around the world.
More than 100 countries are linked into exchanges of data, news and opinions. According
to Internet World Stats (2011) they had estimated 2,267,233,742 Internet users
worldwide. The internet contain of million webpage such as social network, blogger and
etc. that has been created by the people around the world and also by some companies,
making it a limitless location to locate information and entertainment.
PROBLEM STATEMENT
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One out of three people consider the Internet to be as important as the necessity of
life, which is, air, water, shelter and food (Jaffe, 2011). Internet addiction can be defined
as obsessive playing usage of the computer either for entertainment and leisure or
gaming. As a result, the more time they spent using the Internet, the less likely was their
desire to see and talk to with family members and friends. Secondly is being anti-social.
Internet users will lose the savvy and skills and patience to conduct social relations in the
corporeal world, and that the Internet will intensify the negative effect television has
already had on our social skills (Affonso, 1999). Furthermore encourage procrastination.
Internet usage can also make teenagers lazy from doing important social activities such as
homework, chores and spending time with family and friends. Furthermore, there is a
serious concern involving the proliferation of inappropriate content, such as violence,
bias, hate speech, profanity, and pornography
OBJECTIVES
To determine the causes of Internet addiction

To identify the effects of excessive Internet on communication skill.
To justify the way to overcome excessive procrastination towards teenager’s behaviour.
Teenagers nowadays are likely to use the internet for social networking such as
Facebook, Twitter and Instagram. The excessive usage of internet towards teenager’s
behaviour can cause a number of negative effects.
In this case study, researcher likely to find the negative effects of excessive usage
of internet towards teenager’s behaviour. The rationale of the study is that parents could
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curb the addiction of the internet and learn more about the cause of procrastination.
The scope of this study includes students that are considered as teenagers which
are enrolled in UiTM Alor Gajah, Melaka.
LITERATURE REVIEW
As being stated by business dictionary (2013), internet means of connecting a

computer to any other computer anywhere in world via dedicated routers and servers.
When two computers are connected over the Internet, they can send and receive all kinds
of information such as text, graphics, and voice, video and computer programs. It also the
main components or needs by people nowadays as from it they go through everything.
Technically, the Internet offers a world of information in one place. Believe it or

not it is a helpful tool in communication and researching all different subjects. It is also a
great way for everyone to use computers with proper management. For example, teens in
Accra, Ghana uses the internet as a source of health information in order to gain the
necessary information on both sexual and general health issues that they would probably
not have access to in their own local environment (Cassell et al, 2006).
The Internet is a battlefield for cyber patrols against hackers that has drained of
millions dollars from the world's economy (TuoiTre). The hackers spawns harmful
viruses that damage personal computer or the hackers break into private security system,
steal passwords, credit card codes, delete others' accounts causing major disruptions
(Nguoi Lao Dong, n.d.).
The behaviour of teenagers may be appear to change as they are the most high
percentage of people that easily to be manipulate by the internet. Sometimes their
behaviour can give positives effects but sometimes it gives bad effects. This is because
the source of the information that they get are comes from mistrusted sources that plan to
damage our teenagers mind (Ricky, 1999).
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The risk a teenager faces online is almost similar to those faced offline. However,
the risk profile for the use of numerous types of social media depends on the type of risk,
a teen's use of the media and the psychological makeup of the teen using them. It is
important to note that teens most at risk often engage in risky behaviors offline and also
have difficulties in other parts of their lives (Berkman, 2010).
THEORY DEVELOPMENT
BEHAVIORAL THEORY
Theory that related with this study is behavioral theory. This theory is close since
internet gave bad impact towards teenagers behavior. Kid’s behavior depends on how
their parents treat them (Diwore, 1992).Behavioral theory is the concept that cognition
plays an important role in behavior change. More specifically, the cognitions or thoughts
of a kid’s impact their behaviors, and negative thoughts or beliefs can make it particularly
difficult for a client to make appositive behavior change. Behavioral interventions
combine cognitive and behavioral strategies to solve a variety of behavioral and
psychological problems. They seek to change a person’s irrational or faulty thinking and
behaviors by educating the person and reinforcing positive experiences that will led to
fundamental changes in the way that person copes (Wranz,2000).
METHODOLOGY
In-depth interview or qualitative interviews are excellent tools to use in planning and
evaluating extension programs because they use an open-ended, discovery-oriented
method, which allows the interviewer to deeply explore the respondent’s feelings and
perspectives on a subject.
Thematic Analysis is an approach to dealing with data that involves the creation and
application of ‘codes’ to data. First step to complete our research is using camera to
record the conversation between interviewer and the respondent. This is important
because the conversation will be more precise as it was face-to-face conversation. Next,
we will use audiotape so we can record the respondent comment in phone conversation.
This two approaches will help us identified the correct answer for our research.
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A semi-structured question is a method of research used in the social sciences.

While a structured interview has a set of questions which respondent need to answer, a
semi-structured interview is open, allowing new ideas to be brought up during the
interview as a result of what the interviewee says. The interviewer in a semi-structured
interview generally has a framework of themes to be explored.
In order to complete the research, an in depth interview will be conducted on five

respondents consist of two different genders and faculty that are enrolled in Uitm Melaka.
Respondent A: Siti Hasirah Bt Nordin (20, semester 5, Faculty of Office Management)
Respondent B: Mohd Zulhilmi Bin Saad (20, semester 5, Faculty of Business

Management)
Respondent C: Abraham Joel (19, semester 4, faculty of Insurance)
Respondent D: Muhammad Ramadhan Bin Moren (20, semester 5, Faculty of

Accounting Information System)
Respondent E: Nur Elisa Bt Jauhari (19, semester 4, faculty of Tourism)
FINDINGS & DISCUSSION
RO1: To determine the causes of Internet addiction
It has been proven that the Internet usage has causes few positives and negatives
effects on the teenagers, especially affecting their social lives. Based on the in-depth
interview we have conducted, there are a few reasons that cause the Internet to be very
useful to the teenagers. It can be concluded that:
Knowledge and information
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Siti Hasirah, and Abraham Joel has agreed that the Internet gives them more
benefits than disadvantages. She said that the Internet help her to find information about
her assignments and get her up to date about the latest news. According to Cassell (2006),
the Internet offers a world of information in one place. It is also a helpful tool in
communication and researching all different subjects. In order to gain the necessary
information on both sexual and general health issues that they would probably not have
access to their own local environment.
Social Media
Based on the interview we have carried, the other respondent, respondent B

named Mohd Zulhilmi from the faculty of Business Management, said that the Internet
helps him to communicate better on social media. He has been using the social media
such as Twitter, Facebook and Instagram to get updates about his friends also to share his
best moments with his peers. Futhermore according to Emily Duong (2013), the existence
of the chat rooms has helped people to find their lifelong partners.
Online Gaming
Respondent D, Muhammad Ramadhan had his own opinion about the usage of the
Internet. He spends approximately 21 hours on the internet for gaming. Online games like
Dota and Call of Duty are the main reasons he goes on the Internet. According to
Muhammad Ramadhan, these games are much more interesting to be played online
because you will be able to interact with other players around the world. However
according to respondent E, Nur Elisa does not agree that online gaming makes people
anti-social. According to Nur Elisa, social sites like Facebook and Twitter are the main
reasons why people become anti-social and addicted to the Internet. The opposite genders
seem to have different opinion about online gaming. But as we all know, online gaming
and boys are hardly separated because that is what they like to do whenever they have
free time or whenever they feel like getting away from the real world for awhile. Though
however the girls would think online gaming is such a waste of time, it can never mean
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the same to boys.
RO2: To identify the effects of excessive internet usage.
As internet has been looked as the most important needs nowadays, researcher has
concluded that excessive usage of internet might give a bad impact towards teenagers.
Procrastination
Procrastination occurs when someone is lazy or they think they do better when
they are under pressure. But usually people who gave this statement are those who
habitually procrastinate.
Respondent B, Mohd Zulhilmi said that he spent so much time on the internet to
the extent of being lazy simultaneously turns into procrastination. The historical roots of
lazy probably came from Low German (Room, 1986). Lazy has been derived from the
German word “lasich”, which means idle and to be disinclined to work.
Abraham Joel also Nur Elisa agreed that too much time on the internet will lead to
procrastination. However, respondent A disagrees and stated that even with excessive
time on the internet she still manage to finish her task.
Anti-Social
Teenagers that are exposed excessively to the internet and social media might
become anti-social. The feeling of having information and virtual friends through an
internet or social media is better than having real friends. Some evidence on the other
hand suggests that Internet communication may be especially advantageous for shy,
socially anxious, or marginalized youth, enabling them to practice social skills without
the risks associated with face-to-face interactions (Heitner, 2002; McKenna, Green, &
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Gleason, 2002; Subrahmanyam et al., 2004).
According to respondent B, he stated that he used to have a girlfriend on

Facebook that he has never met before. Furthermore Nur Elisa added with the internet at
the tips on your fingers it’s hard to not be on social media. Morever Mohd Ramadhan
stated that it’s easier to make friends online than making new friends in real life. The
average time many youth now spent on chatting is about seven or eight hours a day and
when they are addicted to chat, they gradually lose their communicative skill (Shore 225,
n.d.)
RO3: To justify the way to overcome excessive procrastination towards

teenager’s behavior.
Procrastination occurs when someone is lazy or they think they do better when they
are under pressure. But usually people who gave this statement are those who habitually
procrastinate. Many researchers have come up with the tips and techniques on
overcoming procrastination.
Awareness
By making a list of the reasons you procrastinates it helps you to identify the root
and the reason procrastination occurs at the first place. In addition, by starting with the
first step it also can help you to solve your problems and acknowledge yourself
effectively. According to Siti Hasirah by being aware of the root of the problem is easier
to find the solution to the problem. In line with Siti Hasirah opinion, Nur Elisa and
Abraham Joel also share the same view.
Time Management Techniques
Time management is one of the most crucial techniques to avoid procrastination. ,

set reasonable goals, for example manageable list of things to do, break big tasks down,
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and give yourself flexibility and a lot of time. (Hirsch, 1995)
In proportion to time management, Siti Hasirah has a “to do list” book that she
made to always keep her work on track and not waste any of her time. Moreover Mohd
Zulhilmi added that the key is to divide time accordingly to 3 sections which are work,
play time (leisure/gaming) and also family.
Parental Guidance
Parental guidance is another way to overcome procrastination. With the help of

our parents we will manage to be on track and manage to overcome our addiction on the
usage of the internet. So after we have compiled our findings we found that parents play
an important role in limiting the usage of internet.
According to Abraham Joel, parents should limit the amount of time their child
spent on the internet as this will lead to a negative impact on the teenager’s behaviour,
physically and mentally. Since most teenagers have access to the internet either at home,
school, and the public library or on their cell phone, parents should be aware of how its
overuse and abuse can negatively affect their teen in terms of behavior (Gadsden, 2004)
Without parental guidance, we found that both of our respondents B, Mohd Zulhilmi and
respondent D, Ramadhan are having hard time keeping up with their studies due to
excessive usage of the internet.
They are many benefits from the invention of the internet they are also the negative
side of having too much time on the internet. Excessive internet addiction may lead to
laziness which then leads to procrastination. Lost in the cyber world teenagers often
become lazy from doing anything productive, they would rather stay in and procrastinate
on the computer all day long. Furthermore, the invention of chat application on
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smartphones has leaded the society into online conversation instead of any physical
conversation. Inconjuntion to the matter, teenagers lose the ability to converse face to
face normally which lead to being anti-social and isolate themselves from their friends or
even their family.
To justify excessive internet usage we have found out that a number of

individuals must take responsibility to curb the addiction to internet as to excessive usage
of the internet may result to negative effects. In order to stop procrastination an
individual must first learn why he or she procrastinates in the first place. By identifying
the problems of procrastination you can eliminate the root of the problem effectively and
efficiently. Furthermore we have to assess our use of time. We usually spend our time on
leisure rather than doing much more important things, therefore if we manage to assess
our use of time we will manage to divide time accordingly by starting with which task is
more important. Make a schedule on every aspects of your life, for example set time for
studies, for socializing with friends, and set time for ourselves to do something
recreational. Use the small blocks of time throughout the day to start or work on
assignments. In addidtion, Parental guidance is another way to overcome
procrastination. With the help of our parents we will manage to be on track and manage
to overcome our addiction on the usage of the internet. So after we have compiled our
findings we found that parents play an important role in limiting the usage of internet.
The recommendation towards the negative impact of internet toward

teenager’s behavior in UiTM Lendu need to manage their time well which they need to
focus more on the important things in their life and less wasting their time on internet or
any other social network. Sometimes the reason why the teenagers like to spend their
time in front of the pc is because of the laziness. For example, one of the candidates
stated their life would be empty without the internet because both of them depends their
life entirely on the internet. It is where they socialize and fill their alone time.
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The Effects of Social Media Among UiTM Student
(A case study of Twitter)
Jamilah Abd Aziz, Amalia Syukrina Sahlan, Tuan Idruss Tuan Ruslan, Nurhidayah
Zainuddin, Muhamad Ifwat Ismail, Muhammad Izzat Amir Abdul Malik, Ilya Yasnoriza
Presenter:Izzat Amir b. Abd Malik
Abstract
This research is about one of the impact that can affect the students in using Twitter. The
impact that we decided to use is the decrease of face-to-face communication among the
students of UiTMLendu that used Twitter as their medium of interaction. Using the
theory of Media and Dependency, the researcher will conduct a research based on the
questionnaire that they will distribute among several students of UiTMLendu between the
ages of 19 to 21. In the end of this research, the result will show us that is the usage of
Twitter really make face-to-face communication dying.
Keywords: F2F, twitter, impact
INTRODUCTION
Throughout the years, our country had faced many improvements in terms of technology.
People use technology to create social networking site and used it to communicate with
each other. There are many social networking exist nowadays, for example, Facebook,
Instagram, Twitter, Blog, YouTube and many more. Each of those social networks has its
own specialties but it only has one purpose, to connect and communicate the people with
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each other. Using the social network, people can communicate and make friends with
other people in other country around the world and do not hassle to travel far away just to
chat with them. All they have to do is, switch on their gadgets, connect to the internet and
start communicate with the people they want to.
The focus of this research is on the effects of using Twitter towards students’ face-to-face
communication. The reason of choosing this topic is because most teenagers nowadays
choose Twitter as the medium to communicate with each other. Twitter has become so
popular among the teenagers nowadays. They used Twitter as a tool to communicate,
make friends and also searching for information on the current event or news.
According to Mcarra (2012), he said Twitter has become synonymous with the concept
by December 2012, Twitter alone boasted more than 200 million active accounts and
processed approximately 400 million messages every day. From what Mcarra said, it is
proven that Twitter has become a famous medium in connecting the people. Twitter’s
growth is closely linked to the introduction of smartphone, as more than 60% of tweets
are posted “on the go” using mobile devices (McGee, 2012). This quote is true as there
are many teenagers are using smartphones such as Blackberry, Samsung, Sony, Apple
and many other brands that are known for their production of mobile phones or
smartphones that comes with many applications and can be connected to various types of
social network site.
The usage of Twitter using smartphones has really been increase these days. This
phenomenon can be seen when a group of teenagers are sitting together at the café,
chatting with each other, and five minutes that, all of them are busy playing with their
smartphones, posting pictures, interacting with others in the virtual world and many
more.
PROBLEM STATEMENTS
In this research, the researchers find that even though social networking had helped many
people in communicate with others, it can also give negative effects to the people. Most
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of the people who are actively used this social network sites to communicate with each
other will face this problem:
1. They tend to communicate through social media more than communicate face-to-
face.
2. False information will be spread virally among them.
3. They will have lack of face-to-face communication, thus contribute to the

consequences of being shy in front of people and some of them will have the sudden
urged to become popular by doing anything because of the existent of those popular
groups.
RESEARCH OBJECTIVES
1. To investigate the students’ reasons especially UiTM Lendu students in using

Twitter as their communication medium.
2. To identify which communication medium used by UiTM students to spread false

information.
3. To study the consequences of using Twitter among UiTM Lendu students.
RATIONALE & SIGNIFICANT OF STUDY
Rationale of this study is to show the effect of using Twitter towards students’ face-to-
face communication especially towards UiTM Lendu students. Significantly it is to
determine whether Twitter bring a positive or negative influences to the students. As the
positive impacts, Twitter helps the students to keep in touch with their friends, family and
relatives that live far away from them. It also helps students to fully use the technology
and broaden their mind plus getting to know the news in our country and also the world.
As for the negative impacts, Twitter make teenagers become more lazy to have any face-
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to-face interactions, decrease the spending time with friends and lose their level of
confidentiality when they need to speak in front of many people.
LITERATURE REVIEW
With the existence of technology, new media had been given attention by the people.
According to Peter Lang (2008), the uses of new media is to describe a media ecology
where more traditional media such as books, television, and radio, are converging with
digital media, specifically interactive media and media for social communication. Current
media ecologies often rely on a convergence of digital and online media with print,
analog, and non-interactive media types.
Pierre Bourdier said that, young people use new media to build friendships and romantic
relationships as well as to hang out with each other as much and as often as possible. This
sense of being always on and engaged with one’s peers involves a variety of practices,
varying from browsing through extended peer networks through Twitter and Facebook
profiles to more intense, on-going exchanges among close friends and romantic partners.
Teens usually have a “full-time intimate community” with whom they communicate in an
always-on mode via mobile phones and IM ( Maya B.E, 2007).
According to Short, William and Christine (1976), social media is a form of computer-
mediated communication that is inescapable in today’s digital world. Besides that, social
media can also be known as web services that enable collaboration, participation and
information sharing between people around the world ( Heiberger& Loken, 2011).
Sometimes people tend to interact more in the social media rather than in reality. Twitter
also has a very particular potential to establish and maintain the social presence of the
communicator. This happened because it can mediate some type of discussion and
interactive dialogue that is similar with the real situation except that it tends to be more
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informal (Jessica & Lakshmi, 2012).
THEORY DEVELOPMENT
MEDIA DEPENDENCY THEORY
It is a theory that been proposed by Sandra Ball-Rokeach and Melvin DeFleur proposed
‘Dependency Theory’ in 1976. The theory is com ed with several perspectives like
psycho analytics and social system theory, systematic and casual approach and based
elements from uses and gratification theory but less focus on effects.
METHODOLOGY
In completing this research, researchers used unit of analysis, in-depth interview and
thematic analysis as the method in getting & analysis the data. 6 students from different
faculties in UiTM Lendu were selected randomly to participate in this interview. The
questions for the interviews will be in the form of subjective. The range of age will be
from 19 to 25, as they are being exposed more to the social network sites by their friends
and also during this range of age, some of them can be influenced easily.
FINDINGS
RESPONDENT A : NURUL SHAHIDA
RESPONDENT B : SITI MARINA
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RESPONDENT C : NURUL ASYIQIN FALIL
RESPONDENT D : MUHAMMAD NAQIUDDIN
RESPONDENT E : JEHTRO ROGERIO JITOL
RESPONDENT F : NUR NABILAH
1. CONVENIENT COMMUNICATION INTERACTION MEDIUM AMONG

STUDENTS
Respondent A, B, C and D said they choose Twitter as communication medium because

it is simple has it has easy interaction, multiple conversation and fast information while
respondent E said that he chose Twitter because he sees it as a trend. As for respondent F,
she said user had the freedom to give their own opinion regarding on certain issues.
2. AS A TOOL TO GATHER INFORMATION
Respondent A and F said that they usually get information through Twitter as it is very
convenience for them to get the information anywhere they are and anytime they want.
As for respondent B, D and E, they usually get information from their friends while for
respondent C, she said that she usually gets information from both sources, Twitter and
friends as it seems to be more reliable.
3. TWITTER DO HAVE POSITIVE IMPACTS IN STUDENTS DAILY LIFE
Respondent C said Twitter has both, positive and negatives impacts in life. For positive
part, she said Twitter give her new kind of interaction with others and new friends while
the negative part, she said Twitter had wasted much of her time and there are lots of
unreliable sources. Respondent A, B, D and F said Twitter gives positive impact in their
life as it gives information faster than other social network sites and not much of negative
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impacts they can see. While respondent E said it gives negatives impact in daily life
because he sees it as a tool for people to bash others and spread gossip as well as to be the
trigger in making someone to become more shy.
With the themes’ established, researchers conclude that majority of the respondents
agreed that Twitter did give positive impacts in their life as it helped them in gaining
more information and connect their friends and families with them easily
CONCLUSION & RECOMMENDATIONS
Researcher concludes that most of the UiTM Lendu students had their own Twitter
account. The students used it as their communication medium with other people. The
students mostly spend less than 2 hour to go online this social networking sites. Most of
the students choose this sites as they can get many information through it. Getting news
from other places through this social networking and communicate with friends from
other country or other university make them choose this social sites as their
communication medium.
As for the recommendation for this research, the researchers hope that other researchers
can make a research about this topic but covered on other social network. For this
research, as there are many positive impacts, the researcher found that some of the
students still cannot manage their time properly in accessing to the social networking
sites. Other than that, the researcher found that the university plays an important role in
limiting the usage of the internet among the students.
REFERENCES
Jessica, E. S., & Lakshmi, N. T. (2012). Twitter's effects on student learning and social presence
perceptions.
Teaching Journalism & Mass Communication, 2(1), 212-31. Retrieved from

http://search.proquest.com.ezaccess.library.uitm.edu.my/docview/1319438010?accountid=42518
Kroski, E. (2008). All a twitter. School Library Journal, 54(7), 31. Retrieved from
P. Bill. (N/A). Social Media and Crisis Response. Tech Corner.
451


F. Dan. (N/A). Just a Click Away.
Humphreys, L., Gill, P., Krishnamurthy, B., & Newbury, E. (2013). Historicizing new media: A
content analysis of twitter. Journal of Communication, 63(3), 413. Retrieved from
Hargadon, S. (2009). Microblogging: It's not just twitter. School Library Journal, 55(2), 15-n/a.
Retrieved from
ONLINE NEWS AND THE INCREASING TENDENCY OF GADGET USAGE
Nur Elina Abdul Samad, Mohd Nawi Johan, Shafiqa Hasifa Shahdan, Nurizatul Nasuha
Azman, Tengku Fazira Engku Mud, Izzafi Islami Bin Izehari, Ilya Yasnorizar Ilyas
Presenter: Nur Elina Abdul Samad
Abstract
Online newspaper also known as a web newspaper is basically an online version of a
printed periodical that exists on Internet. Online news is one of the forms of new media.
The newspaper companies believe that by going online, they will get more opportunities
in reaching the today’s reader who are more likely to surf the Internet rather than buying
the newspaper. New communication technology, including accessible online publishing
software and evolving mobile device technology, means that citizens have the potential to
observe and report more immediately than traditional media outlets do. Swarms of
amateur online journalists are putting this technology to use, on grassroots dimension to
the media landscape. Increasingly, the public is turning to online sources for news
reflecting growing trust in alternative media. Present, people are always busy and are
always in hurry. However, it is crucial to be updated with the current issues and their
main choice to be updated is by owning a gadget that can be a window to the news and
everything new. Plus, it is much easier than buying a newspaper or sit down in front of
television. Reading news by using a gadget can be done while you walking to your office
or even in the train. The gadget companies that always aware of the demand made by the
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public are trying their best to keep their product with the latest technology so that the
public will stay with the brand.
Keyword: Online news, gadget, usage, increase
INTRODUCTION
Online newspaper also known as a web newspaper is basically an online version of a
printed periodical that exists on Internet. Online news is one of the forms of new media.
The newspaper companies believe that by going online, they will get more opportunities
in reaching the today’s reader who are more likely to surf the Internet rather than buying
the newspaper. The trends of present communication that goes along with the current
technology makes the people choose to follow the news by just browsing the net using
their smartphones or tablet. Swarms of amateur online journalists are putting this
technology to use, on grassroots dimension to the media landscape. Present, people are
always busy and are always in hurry. However, it is crucial to be updated with the current
issues and their main choice to be updated is by owning a gadget that can be a window to
the news and everything new. Plus, it is much easier than buying a newspaper or sit down
in front of television. Reading news by using a gadget can be done while you walking to
your office or even in the train. The gadget companies that always aware of the demand
made by the public are trying their best to keep their product with the latest technology so
that the public will stay with the brand.
Here is the simplest basic shift that has occurred in the news business: because of
the internet, we as the reader no longer have to bother buying information in pre-
fabricated packages like newspaper or sitting for hours to watch television. Instead of all
that, you can just go online using your gadget and individually select the articles you
want to read. Every day, Yahoo, Google, Bernama, or a hundred other different bloggers,
will pre-select articles for you and provide links. You choose your own adventure.
According to Swampland (2008), competition on the level of the individual story is more
intense than ever before, and there is enormous pressure to distinguish you from the pack.
Assume, for instance that 12 organization do the same story on the same day about how
Hillary Clinton has a tough rough ahead of her to get the nomination. Which story is
going to get the most links and therefore the most reader?
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PROBLEM STATEMENTS
Online news has become one of the most important options for today’s generation
especially for peoplewho do not have much time to sit and watch the news on television.
Instead, they can watch online news anytime anywhere they want. However, there are a
few bad implication of using this technology. The first problem that people might face is
the effectiveness of online news itself with the increasing usage of gadgets. Sometimes,
the limitation of number of words that can be type on a website makes it look to simple.
Besides that, not all gadgets have the capabilities to stream and surf website unless it is a
smartphone or any tablet and devices that possess the ability to do so. Moreover, another
problem is that online news is still a new thing to some people and there is plenty of room
to improve on gadget’s abilities.
OBJECTIVES
To find the effect of online news towards the increasing usage of gadgets
To investigate the factors that contributes to the effects of online news towards the usage
of gadgets
To identify the solution to the effects of online news towards increasing usage of gadgets
SCOPE AND RATIONALE OF STUDY

The rationale of this study is to find out how online news can affect the increasing usage
of gadgets. Other than that, this research will help the adults to fully utilize their gadget
for the benefits of themselves.
The scope of study for this research will be adults civilians from Alor Gajah, Melaka
aged between 20 to 30 years old. They can relate to this kind of topic and provide
feedback for this research because most of these people own at least one gadget and
always keep up with the current news or issues.
LITERATURE REVIEWS
1. Online News
Online news is the information about recent events or happenings, especially as reported
by newspaper, periodicals, radio, or television (Farlex Trivia Dictionary, 2012). Many
newspapers have embraced the internet and use their own websites to post news, but their
online revenue is a fraction of what they get from print advertising and subscriptions
(J.Steven, 2010)
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2. Gadget
According to Oxford University Press (n.d), gadget is a small object that does something
useful, but is not really necessary and also a specialized mechanical or electronic device.
These days, there are several kinds of electronic gadget available in the world of gadgets
for making the life of people simpler and quicker.
3. Social Network
Social networking has become one of the most important parts of our daily life as it
enables us to communicate with a lot of people. Social networking sites are created to
assist in online networking, these sites are generally communities created to support a
common theme (A.Ranjan, 2011).
4. New Media
Most technologies described as ‘new media’ are digital often having characteristics of
being networkable, compressible and interactive. According to S. Wagener (2013), new
media includes all writing of audio-visual production intended for the Internet, mobile
devices, evolving technological devices such as the iPad or any other platform thought of
as “new media”.
5. Trends
According to Oxford (1995), trend is a general direction in which something is
developing or changing. To be more specific in which that relate with the usage of gadget
is social trends.
THEORY DEVELOPMENT
The theory that is being used in this research is agenda-setting theory because it was the
most relatable theory to our main subject, which is online news. According to McCombs
and Reynolds (2002), this theory is basically descri g the ability of the news media to
influence the salience of topics on the public agenda.
METHODOLOGY
In this research, qualitative method is used to investigate why and how of decision
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making, not just what, where and when. Hence, smaller but confused sample are more
often needed than large samples. In this research data collection is implemented by
having an in-depth interviewing session with respondents focuses on research topic. In-
depth interviews are more flexible and continuous compare to survey interviews where
the questionnaires are rigidly structured. As in-depth interviewing often involves
qualitative data, it is called qualitative interviewing.
The background of sample is focusing on adults aged from 20 to 30 years old, included
both gender men and women, who always keep update with the current news or issues.
The area of sample is around Alor Gajah, Melaka. The samples must familiar with online
news and own their own gadget to surf the Internet. Gadget such as smartphones and
tablets are crucial for them to stay updated with current news because they do not have
time to read newspaper or watch television.
Thus, thematic analysis is historically a conventional practice in qualitative research,

which involves searching through data to identify any recurrent patterns. However, in
order to begin analysis a researcher must have at least some conception understanding to
guide the insight processes.
FINDINGS
Online News Does Effective

Based from this research, we find that people did realize that the usage of gadgets to gain
information or news is more beneficial for them rather than queuing up to buy the
newspaper or by watching the television that worth hours, which is indeed wasting time.
According to one of our respondent that we had interviewed, Ms. Zarafina Ali Fahmi said
that online news is a new way of people to receive information. She also stated that
online news is more worldwide because we can search opinion from many points of
views rather than newspaper.One of our respondent which is Mr.Rosli that is one of the
working people said that online news is reliable because we can refer more than one
source from different articles.So, for the working people usually most of them read online
news to be update with information or anything that happened around them. We also
interviewed people that always deal with time management and precise about timing
which is Ms.Sharifah Nurul Zalikha that works as an Administration Officer. According
to her, using gadgets is advantageous because for people like her that like to find news in
the simplest way and time consuming would be best to have it. So that it is easier to
always be tagged along with news. Mrs. Siti Nur Suhaila Ilyas that works as a teacher
said that she prefer to read news that filled with more graphical information so that it is
easier for her to understand it and will save time. So, she is totally agree with online news
because it cover more pictures of certain news as example the chronology of the incident
456


rather than newspaper that usually line-savvy because every space is costly. According to
Azahari Baharum that works as a Business Manager, he find that by using gadgets to read
online news is very approachable because we can always read it anytime, anyhow and
anywhere compared to newspaper that only available within a day and it is hard to
purchased it. These show that online news gives a great change to the world, and the new
modern technology makes it easier for the users.
Factors that contributes to the effects of online news towards the usage of gadgets
Through the interviewed that we had carried to all five respondents, two of them, which
is Ms. Sharifah, said that gadget is one useful media technology for people to either gives
out or received information. She also said that gadget comes with various kinds of
function, specialty and advantages to people. So, it is indeed have the capabilities to
always go online. Whereas, Mr. Azahari also agree that gadgets did have the capabilities
to go online and stream the news, he supported his statement by showing us the proof
where he has put an advertisement about his businesses then it got viral and there are a lot
of people who responding to his appeal on advertisement. Mrs. Siti Nur Suhaila who is a
teacher stated that it is much easier to use gadget as teaching method. She also added that
by using technology, her students will acquire enough information thus they will
understand even better. The fourth respondent which is Mr.Rosli that works as manager
do support that he also find reading the news using gadget is much more easier than
reading it on the newspaper because, for the busy people like him he would want
something that is covered with a lot of information with the simple highlighting on which
is the most important info so that it will be easier to get through the story in one glance.
So, that is why he would choose gadgets rather than newspaper. Ms. Zarafina who works
as a hospital pharmacist strongly convinced people to use gadgets to gain the news
because based from her daily experience, she said that it is hard to either purchase or read
the news on newspaper because she did not have time to buy it as she need to go to work
early in the morning. So, she only read it by using her smart phones.
The solution to the effects of online news towards increasing usage of gadgets
Based from the interview that we have done with all of our respondents, three of our
respondents said that using gadget to look for information and reading online news do not
giving them any disadvantage or bad implication to themselves. However, they admitted
that it might cause a big quantity of loss for the printing company as people are less likely
buying newspaper in order to check out news and other information. According to Mrs.
Siti Suhaila, people nowadays are focusing on gadgets more than anything. As we can see
for ourselves, everyone is chasing after new gadget and searching for new technology for
various purposes such as entertainment, education other professional work. Mr Azahari
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added that he, himself needs internet service for his work, therefore it is impossible for
him to not own a gadget. At first people are using gadget and internet to look for
information but then, as the technology got wider and people keep inventing new stuff,
new application, we are able to use gadget for business and learning. Now, we can even
watch news and other television program through our smart phones and laptop. Our third
respondent, Mr Rosli said that online news is more reliable rather than the news in the
newspaper. He can read news from various sources and look out for different opinion
from different people. From his wise opinion, it is important for us to listen to the news
from both sides rather than only believing in one informers and supporting them without
knowing both situation. While Ms Sharifah Nurul Zulaikha and Mrs. Zarafina both with
the same opinion that using gadget gives much advantages in their life. Instead of using it
to watch online news, they also gain lots information from social networking sites such as
Facebook and twitter as people are sharing the news through them.

Online news and gadget both plays an important role in the media industry. Both works
as the alternative ways to reach the information faster and easier. However, the
technology should be aligning with proper ethical to avoid any misleading or unwanted
information to spread to the public. Public also need to aware that not everything is
genuine on the Internet. Do not simply believe the hype and fake news spread by
irresponsible people.
Researcher thinks that online news and gadget companies should works together in
improving their system to build more trust from the public. Both developers could
probably works together in generating new idea that can give positive impact to the user
in future.
Last but not least, researcher suggests that this research to be view and read by public just
to create awareness among them about this topic. Public should always aware and keep
following about the current issue that being brought up from time to time.
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Gabriela Warren (2014). The Benefits of Online Collaboration Tools: How the right
online collaboration tool can transform the way we work. Retrieved from
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Tools.htm
David Weinberger (2003). Implications For media and Journalism. Retrieved from
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Jason P.Davis (2014). How Innovative Companies Collaborate. Retrieved from
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Media Sebagai Agen Perubahan Sosial Dalam Masyarakat: Satu Sorotan Teori
Perubahan Sosial Dari Pelbagai Perspektif.
Aini Faezah Ramlan
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Fakulti Komunikasi dan Pengajian Media, UiTM Melaka

PM Dr S Salahudin Suyurno
Akademi Pengajian Islam Kontemporari (ACIS) UiTM Melaka
Fakulti Komunikasi dan Pengajian Media, UiTM Melaka
faezah877@melaka.uitm.edu.my
Abstrak
Perubahan sosial dalam masyarakat merupakan satu proses yang fitrah dan ia berlaku
secara alami berdasarkan beberapa teori dari pelbagai perspektif. Secara umumnya
perubahan membawa kesan postif dan kesan negatif dalam kehidupan manusia. Dalam
konteks perubahan kepada pembangunan dan kemajuan sesebuah negara secara tidak
langsung ia membawa kepada perubahan cara hidup, pemikiran dan tingkahlaku
seseorang. Media massa merupakan salah satu agen perubahan sosial dalam masyarakat
dengan berperanan menyalurkan pelbagai maklumat yang boleh membangunkan
masyarakat atau sebaliknya. Kertas kerja ini akan mengupas beberapa aspek perubahan
sosial yang berlaku dalam masyarakat seperti aspek budaya, pemikiran dan tingkah laku
yang dibawa oleh media massa. Perubahan sosial yang berlaku ini secara tidak langsung
akan menggugat identiti budaya dan warisan tradisi terutamanya dalam kalangan
masyarakat Melayu. Beberapa teori perubahan sosial akan dikaji seperti teori perubahan
sosial oleh Ibn Khaldun dan Malik Bin Nabi daripada perspektif Islam, pendekatan teori
dari perspektif ahli sosiologi dan pendekatan teori psikologi yang menjadi asas kepada
perubahan yang berlaku dalam sesebuah masyarakat dan ketamadunan manusia.
Kata kunci: Media, Perubahan Sosial, Budaya, Masyarakat
Pengenalan
Perubahan sosial merupakan suatu lumrah yang tidak dapat dielakkan selagi manusia
saling berhubungan antara satu sama lain dalam masyarakat. Perubahan sosial ditakrifkan
sebagai proses sosial yang dialami oleh anggota masyarakat serta semua unsur-unsur
budaya dan sistem-sistem sosial, di mana semua semua peringkat kehidupan masyarakat
secara sukarela atau dipengaruhi oleh unsur-unsur ekstenal yang akan memberi impak
dengan meninggalkan pola-pola kehidupan, budaya dan sistem soial yang lama dan
kemudian menyesuaikan diri atau menggunakan pola-pola kehidupan , budaya dan sistem
sosial yang baru (Burhan Bungin: 2006:91)
Tahap perubahan yang berlaku dalam dunia pada hari ini berlaku terlalu pantas
berbanding dengan tempoh masa yang pernah wujud dalam sejarah. Perubahan politik,
ekonomi, sosio-budaya dan teknologi berlaku dengan begitu cepat di mana dunia pada
abad ke 21 sama sekali berbeza dengan dunia pada dekad-dekad sebelumnya. Perubahan
yang mendadak dalam pembangunan teknologi maklumat menjadikan dunia semakin
kecil dan sempit, dunia menjadi perkampungan global, perhubungan semakin kerap dan
cepat, maklumat tersebar tanpa batasan dan tapisan, dan manusia terus terdedah kepada
pengalaman dan pengetahuan baru. (Muhamad Rosli selamat:2006).
Perubahan pesat yang berlaku dalam kehidupan masyarakat ini wujud hasil
kebergantungan yang tinggi terhadap penggunaan media massa sebagai agen penyebar
maklumat maklumat seperti media sosial, media elektronik dan media cetak. Kertas kerja
ini akan mengupas perubahan sosial yang berlaku dalam masyarakat berdasarkan
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beberapa teori menurut beberapa perspektif seperti perspektif islam, sosiologi dan
psikologi.
Media Massa Sebagai Agen Perubahan Sosial Dalam Masyarakat
Media massa merupakan satu manifestasi perkembangan teknologi dalam bidang
informasi dan komunikasi. Media massa juga merupakan salah satu agen perpaduan yang
dapat menghubungkan seluruh anggota masyarakat menerusi produk media massa yang
dihasilkan seperti program televisyen, filem, drama, iklan dan sebagainya.
Berdasarkan penemuan penyelidikan para sarjana komunikasi, kesan atau pengaruh
media terhadap khalayak adalah berbeza-beza.Kritikan berkaitan kesan media terhadap
khalayak yang terdiri daripada pelbagai lapisan umur, latar budaya, agama dalam
masyarakat telah dibahaskan dalam berbagai teori komunikasi seperti Magic Bullet
Theory, Agenda Setting, Cultivation Theory, Uses and Gratification dan lain-lain lagi.
Secara umumnya teori-teori ini beranggapan manusia mempunyai mekanisme biologi
yang hampir sama dan mudah dipengaruhi sikap dan tingkah laku mereka apabila
didedahkan terhadap sesuatu mesej daripada media. Perubahan tingkah laku individu
dan khalayak dipercayai berlaku apabila sesuatu mesej dikongsi secara bersama.
Organisasi yang menguasai media atau gate-keeper akan menggunakan pelbagai
pendekatan bagi memastikan sesuatu imej atau mesej meninggalkan kesan yang baik
kepada khalayak. Secara umumnya terdapat tiga kesan pengaruh media ke atas sasaran
khalayak;
1. Kesan kognitif iaitu kesan pembentukan dan pengaruh sikap serta nilai pemikiran.
2. Kesan ke atas perasaan seperti bimbnag, mencurigai dan sebagainya.
3. Kesan ke atas tingkah laku seperti ikutan fesyen pakaian, rambut dan sebagainya.
(Zulkifle Abd Ghani: 2001: 113)
Burhan Bungin (2006) mengupas dengan terperinci menegenai efek media massa
terhadap kebejatan sosial dalam masyarakat. Secara umumnya kesan kerosakan sosial
berlaku pada dua tahap iaitu tahap pertama media akan merosakkan sistem perilaku
individu dan secara tidak langsung ia merosak kelompok perilaku masyarakat.
Pada tahap kedua, media dapat merosak sikap dan sistem keperibadian individu dan
secara tidak langsung ia merosak sistem sosial, sistem budaya dan lingkungan yang lebih
luas. Beberapa contoh efek media massa yang merosakkan pembentukan sikap dan
perilaku, pemikiran dan budaya adalah seperti berikut;
1. Penyebaran budaya global yang menyebabkan mayarakat berubah dari tradisional ke
moden , dari moden ke post moden dan dari taat beragama kepada pemikiran sekular.
2. Media massa kaliptalist yang telah menghilangkan berbagai bentuk kesenian dan
budaya tradisional sesebuah masyarakat yang seharusnya dipelihara dengan baik.
3. Meniru perilaku yang buruk menerusi media.
Pendedahan dan penggunaan terhadap media berupaya secara perlahan-lahan membawa
paradigma baru dalam pemikiran, perasaan dan sikap seseorang. Tanpa disedari, media
massa telah membawa masuk satu pola budaya yang baru dalam masyarakat dengan
perlahan-lahan meninggalkan nilai-nilai yang telah lama diamalkan pada masa lampau.
Perubahan pola tingkah laku yang paling ketara berlaku dalam kalangan generasi muda di
mana nilai-nilai budaya yang baru menyimpang dari norma-norma sosial yang lama.
Sebagai contoh beberapa penyimpangan norma sosial dalam kalangan generasi muda
Melayu hasil kajian emperikal yang dibuat terhadap sejumlah kalangan generasi muda di
Malaysia mendapati sebahagian besar daripada generasi muda di Malaysia telah
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mengidap pelbagai masalah, yang bakal mengikis keutuhan semangat jati diri. Dalam
kertas kerja yang dikupas oleh Mohamad Kamil Abd Majid dan Rahimin Affandi Abd
Rahim (2009) adalah seperti berikut;
• golongan remaja Melayu lebih terpengaruh dengan budaya di luar keluarga seperti
media massa dan rakan sebaya. Akibat daripada pengaruh media massa, mereka
lebih mudah terjerumus dengan hiburan yang mementingkan keseronokan yang
melampaui batas, sensasi, glamour dan sindrom kurang tahan iman. Manakala
pengaruh rakan sebaya pula menyebabkan mereka terlibat dengan budaya
melepak dan pelbagai masalah sosial lain seperti ketagihan dadah, arak, berjudi,
menonton video lucah, free-sex, dijangkiti penyakit AIDS dan banyak lagi
masalah lain.
• Kajian yang mendapati kalangan remaja Melayu secara terang-terangan mengaku
tanpa segan silu terlibat dalam amalan free-sex dan menganggap ianya sebagai
perkara biasa dan lumrah bersesuaian dengan stail hidup zaman moden, seperti
mana ditonjolkan di dalam media massa moden.
• Kajian yang mendapati remaja Melayu lebih menjadikan golongan artis, model
dan ahli sukan sebagai model ikutan melebihi segala ketokohan lain.
• budaya Rock yang melampau. Apa yang membimbangkan adalah budaya ini
dicirikan dengan beberapa sifat yang bertentangan dengan budaya ketimuran.
Antaranya, corak budaya yang dihayati oleh pendokong budaya rock adalah
dilambangkan dengan bentuk pakaian yang tidak terurus, kotor, tidak senonoh,
lucah, kasar, memuja syaitan, mengalakkan pengambilan dadah dan
mengamalkan sek bebas.
Perubahan sosial Menurut Perspektif Islam
Islam mengiktiraf perubahan alam atau pun makhluk sebagai satu sunnah Allah. Islam
menggariskan beberapa perkara yang perlu diberi perhatian berkaitan perubahan. Dalam
Islam terdapat perkara-perkara yang dianggap tetap dan tidak boleh berubah sama sekali.
Sebagai contoh, hubungan manusia dengan Allah merupakan perkara yang bersifat tetap.
Meskipun manusia melalui pengalaman dan pengetahuan memperoleh kemajuan
teknologi yang mengagumkan, manusia tetap menjaga hubungannya dengan Allah
sepertimana yang ditetapkan dalam ajaran agama. Sekiranya manusia disebabkan oleh
kemajuan teknologi atau apa-apa sebab yang lain, memutuskan hubungannya dengan
Allah, dia dianggap mundur dan ketinggalan.
Maksud ayat al-Quran:

“Sesungguhnya Allah tidak akan mengubah keadaan suatu kaum (masyarakat) sampai
mereka mengubah (terlebih dahulu) apa yang ada pada diri mereka” (Q.S. ar-Ra’d:11).
“dan Allah telah membuat suatu perumpamaan (dengan) sebuah negeri yang dahulunya
aman lagi tenteram, rezekinya datang kepadanya dengan melimpah ruah dari segenap
tempat, tetapi (penduduk)nya mengingkari nikmat-nikmat Allah; karena itu Allah
merasakan kepada mereka pakaian kelaparan dan ketakutan, disebabkan apa yang
selalu mereka perbuat” (Q.S. an-Nahl:112)
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Berdasarkan petikan Al-Quran di atas, jelas menunjukkan bahawa umat Islam

mempunyai panduan yang jelas dalam menguruskan kehidupan mereka. Perubahan
merupakan satu perkara yang dituntut oleh Islam terutamanya ke arah kebaikan Sebagai
contoh, kehidupan yang miskin dan melarat itu bukanlah cara yang digalakkan dalam
ajaran Islam. Menurut Al-Faruqi, umat Islam tidak sepatutnya menjadi umat yang
mundur. Manusia mempunyai daya potensi akal yang sangat tinggi yang
memungkinkannya membuat kajian dan penyelidikan terhadap alam (Faisal Othman:
1997, Mohd Kamal Hassan:1996).
a. Teori Perubahan Sosial Menurut Ibnu Khaldun

Ibnu Khaldun atau nama sebenarnya Abdul Rahman bin Muhammad Khaldun al-
Hadrami (1332-1406) merupakan sorang sarjana Islam yang terkenal namun jarang
diketengahkan dalam pengajaran ilmu sosiologi di dunia barat. Sebagai seorang sarjana,
beliau bukan sahaja memerhati dan megumpul bahan-bahan empirikal tentang manusia
dan masyarakat, malah beliau menganalisa dengan sistematik sehingga membolehkan
beliau diterima sebagai salah seorang ahli sains sosial dan dikenali sebagai bapa kepada
ilmu sosiologi (Wan Hasim Wan Teh:1996).
Ibnu Khaldun mengkaji tentang fenomena dan akibat perhubungan manusia sesama
manusia yang disebut di dalam al-quran dengan istilah habl min al-nas mempelopori teori
edaran (cyclical theory) iaitu berkenaan perubahan sosial dan tahap-tahap pensejarahan
masyarakat (Zulkifle Abd Ghani:2001). Cabang ilmu pengetahuan baru yang dipelopori
oleh Ibnu Khaldun dikenali sebagai “Ilman-Umran” atau “sains mengenai peradaban
umat manusia”.
Hasil karya Ibnu Khaldun dalam bukunya yang dikenali sebagai Muqaddimah atau
Prolegomena to Universal History adalah sebuah buku yang cukup dengan ilmu sejarah
dan analisis sosiologi mengenai masyarakat sezaman dengannya. Menurut Ibn Khaldun,
ilmu sejarah merupakan satu cabang ilmu dalam usaha untuk mencari kebenaran,
penjelasan yang halus tentang sebab dan asal benda; pengertian dan pengetahuan tentang
substansi, esensi dan pengetahuan teantang bagaimana dan sebab terjadinya peristiwa-
peristiwa. Secara umumnya teori perubahan sosial yang dikemukan oleh Ibn Khaldun
termasuklah;
1. Perbandingan antara masyarakat desa dengan masyarakat bandar yang kemudiannya
diperkenalkan sekali lagi oleh Robert Redfield pada abad ke 20 di bawah tema “folk-
urban continuum”.
2. Konsep “solidariti sosial” (social solidarity) atau asabiyyah yang mempunyai banyak
persamaan dengan konsep solidariti mekanis dan solidariti organis (Emile Durkheim),
Gemeinschaft dan Gessellschaft (Tonnies) yang dibincangkan oleh ahli sosiologi Barat
kurun ke 19.
3. “Teori Edaran” (cyclical theory) mengenai perubahan sosial dan tahap-tahap
pensejarahan masyarakat yang mempunyai banyak persamaan dengan konsep historical
materialism dan ragam pengeluaran yang diperkenalkan oleh Karl Marx pada abad ke 19
dan teori-teori yang diutarakan oleh Oswald Spengler (Decline of the West) dalam abad
ke dua puluh (Wan Hashim Wan Teh:1996).
4. Teori yang menegaskan masyarakat sebagai suatu organism yang bersifat hidup,
mempunyai potensi untuk berubah dan berkembang maju seandainya perancangan
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pembangunan yang rapi dan tersusun dapat dilakukan.
5. Teori tentang jatuh dan bangun sesuatu tamadun manusia, dilihat dari segi usia sesuatu
tamadun dan faktor-faktor yang menyumbang ke arah kecemerlangan dan kemunduran
sesuatu tamadun.
6. Teori tentang proses pembangunan sesuatu tamadun bergantung kepada nisbah

perpaduan sejati di dalam masyarakat berasaskan kepada gabungan antara semangat
Asabiyyah dan agama.
7. Kepentingan diwujudkan perancangan pembangunan yang bersifat bersepadu, di antara

elemen fizikal dan spiritual.
8. Teori jiwa hamba yang dimiliki oleh bangsa yang pernah dijajah, yang kebiasaannya
akan menganggap kuasa penjajah sebagai suatu bangsa yang maju dan agung.
9. Kepentingan ilmu sejarah untuk umat manusia, yang merangkumi persoalan manafaat
dan disiplin yang harus dijaga oleh seseorang ahli sejarah.
10. Kepentingan diwujudkan kaedah penyelidikan sosiologi, demi untuk membantu

sarjana Islam menajamkan daya artikulasi mereka terhadap permasalahan ummah Islam.
Mengikut kupasan Ibn Khaldun, kelangsungan hidup sesuatu masyarakat bergantung

sepenuhnya pada nisbah kewujudan kesepaduan tugas dan tanggungjawab yang perlu
dimainkan oleh setiap anggota masyarakat merangkumi; (i) anggota keluarga asas, (ii)
barisan kepimpinan politik, (iii) peniaga, (iv) para seniman, (v) tokoh ulama, (vi) tokoh
pendidikan dan (vii) golongan muda yang bakal mewarisi tampuk kepimpinan sesuatu
masyarakat (Saleh Faghizadeh 2004).(Mohd Kamil:2009)
b) Teori Perubahan Sosial Menurut Malik Bin Nabi (1905-1973)

Malik Bin Nabi merupakan tokoh Islam kontemporari yang tersohor dalam
membahaskan isu perubahan sosial dalam masyarakat. Idea pemikiran Malik Bin Nabi
adalah berasaskan pemikiran Ibnu Khaldun. Intipati pemikiran beliau menekankan
usaha membangunkan semula peradaban dan kebudayaan Islam yang sesuai dengan
masyarakatnya. Ini bermakna setiap aktiviti dan budaya yang hendak dilakukan mestilah
mempunyai nilai agama. Umat Islam mestilah berpegang dan kembali kepada ajaran Al-
Quran dan Hadis dan mengambil contoh baik dari bangsa lain meski pun mereka bukan
Bergama Islam.
Latar belakang gagasan pemikiran Malik Bin Nabi dalam mebangunkan peradaban Islam
adalah berlandaskan kepada faktor-faktor yang berikut;
1. Pemikiran sempit umat Islam terhadap pembangunan dan perubahan yang berlaku
disekeliling mereka terutamanya dalam pemodenan dan pembangunan negara-negara
barat. Pemikiran Umat Islam menjadi sangat sempit dan mengangap bahawa perubahan
tersebut sebagai lambang kerosakan dan kehancuran kepada manusia.
2. Kejayaan sesebuah negara yang maju seperti negara barat adalah hasil gabungan tiga
unsur yang penting yang disebut oleh Malik Bin Nabi sebagai manusia, tanah dan waktu.
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Ketiga-tiga unsur ini sangat penting dalam membangun sebuah peradaban Islam.
Teori pembangunan peradaban Malik Bin Nabi mengandungi 3 tahap yang dikenali
sebagai;
1. Masyarakat pra-tamadun ( mujtama’ qabl al-hadari)
Masyarakat ini masih berada pada tahap yang belum mantap dari aspek kebendaan, idea
dan kemanusiaan. Secara umumnya keadaan ini seperti zaman jahiiliyyah iaitu zaman
sebelum kedatangan Islam di Tanah Arab. Mereka mengamalkan kehidupan beragama
dengan menyembah berhala, mempunyai semangat kekabilahan atau asabiyah yang kuat,
diskriminasi yang tinggi terhadap golongan wanita dan interaksi sosial yang agak
terbatas.
2. Masyarakt bertamadun (al-mujtama’ al-mutahaddir)
Mayarakat bertamadun adalah kelahiran peringkat awal budaya baru berteraskan Islam.
Pada tahap ini menyaksikan perluasan hubungan dan kerjasama dengan kerajaan negara-
negara lain bagi mengukuhkan kerjasama diplomatik dan antarabangsa. Sistem
pemerintahan dan pentadbiran negara menjadi lebih stabil dengan cetusan idea-idea
intelek yang berasaskan sistem politik, ekonomi dan sosial yang lebih mantap. Zaman ini
berlaku pasca peristiwa hijrah Rasulullah bersama golongan Muhajirin dan Ansar.
3. Masyarakat pasca tamadun (mujtama’ ba’d al-hadari)
Pada tahap masyarakat pasca tamadun, sebuah peradaban akan meniti kegemilangan dan
kejayaan hasil pencapaian dalam pelbagai aspek. Namun kejayaan ini tidak akan bertahan
lama kerana lama kelamaan ia akan menuju ke peringkat kemunduran dan kejatuhan.
Pelbagai punca dikenalpasti yang menyebabkan kejatuhan sesuatu tamadun diantaranya
ialah, kebekuan idea, pemusatan kuasa, penyelewengan agama serta kecintaan terhadap
kekayaan material dan kemewahan.
Teori Perubahan Sosial menurut Perspektif Sosiologi

Proses perubahan masyarakat dan budaya
Kertas kerja ini membincangkan isu perubahan sosial yang berlaku dalam masyarakat
dengan mengupas perubahan sosial menerusi perspektif Fungsionalis. Sejarah peradaban
tamadun manusia di dunia ini memperlihatkan perubahan sosial berlaku seiring dengan
perkembangan teknologi sehingga secara perlahan-lahan ia merubah dan meninggalkan
sistem kepercayaan, adat, tradisi, pemikiran, budaya dan tingkah laku masyarakat yang
lama kepada suatu sistem cara hidup yang baharu. Terdapat beberapa proses perubahan
sosial yang berlaku dalam masyarakat yang disebut oleh ahli sosiologi dengan beberapa
fenomena berikut;
1. Kesenjangan Budaya (Cultural lag)
Ahli sosiologi bernama William F. Ogburn menyebut fenomena kesenjangan budaya
(cultural lag) sebagai fenomena yang berlaku akibat perkembangan teknologi terhadap
budaya setempat. Secara umumnya budaya mempunyai dua aspek iatu budaya material
dan bukan material. Budaya material meliputi aspek fizikal seperti perkakasan dan
peralatan yang direka dan dicipta seterusnya digunakan oleh ahli-ahli dalam sebuah
masyarakat. Sebagai contoh dalam masyarakat orang Melayu, keris, parang dan tombak
merupakan alat yang dicipta untuk digunakan dalam aktiviti mempertahankan diri
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daripada ancaman musuh dan binatang buas. Manakala budaya bukan material
merupakan perkara-perkara yang abstrak seperti pemikiran, kepercayaan, nilai, norma-
norma sosial, bahasa dan lain-lain lagi (Kendall:2013).
Kesenjangan budaya terjadi apabila perubahan teknologi yang berlaku terlalu pantas telah
mengubah budaya material menjadi semakin canggih. Sebagai contoh dalam teknologi
perubatan penubuhan bank darah tali pusat dapat membantu pengamal perubatan
mengesan penyakit keturunan dengan mudah. Namun perkembangan dan perubahan
yang drastik ini agar sukar diterima dan tidak selari dengan perkembangan budaya
material. Konflik penerimaan perkembangan budaya material ini kebiasaannya
melanggar dan bercanggah dengan etika, moral dan norma sesuatu masyarakat yang
berlainan adat, tradisi, kepercayaan, agama dan pemikiran di antara golongan generasi
lama dengan generasi yang baru.
Terdapat beberapa faktor yang menyebabkan perubahan teknologi dan inovasi sukar
diterima pada peringkat permulaan. Diantaranya seperti;
1. Pembudayaan teknologi merupakan perkara yang baharu dan terlalu asing sehingga
sukar untuk diterima dalam kehidupan seharian.
2. Sikap daya saing yang rendah terhadap bangsa lain yang telah maju.
3. Tidak bersedia dengan penguasaan dan kemahiran dalam penggunaan teknologi.
4. Sukar menyesuaikan diri dengan perubahan dan pembangunan yang berasaskan
teknologi.
Perubahan budaya yang berlaku akibat perkembangan berkaitan inovasi akan
menyebabkan berlaku kejutan budaya dalam masyarakat. Terutamanya dalam kalangan
generasi lama dan generasi baru yang mempunyai kecenderungan dan persepsi yang
berbeza terhadap penciptaan budaya baharu. Individu yang dikatakan “moden”, “maju”
dan “progresif” lebih mudah menerima unsur-unsur budaya asing berbanding dengan
individu “kolot” atau “kampungan”. Proses urbanisasi juga memainkan peranan penting
dalam menentukan pesatnya proses penerimaan. Pendidikan juga menjadi ukuran dalam
menentukan mudah atau tidak seorang individu itu menerima unsur-unsur budaya asing.
Lagi satu faktor ialah umur, iaitu antara golongan tua dan golongan muda. Golongan
muda itu mudah mengalami devian dan menerima unsur-unsur budaya asing berbanding
dengan golongan tua yang lebih kuat pegangan kepada tradisi (Konsep dan Budaya
Bangsa: Memartabatkan martabat bangsa http://zanas.wordpress.com/pembinaan-
bangsa-dan-negara-malaysia-yang-berdaulat/konsep-dan-budaya-masyarakat-i/).
2. Akulturasi dan asimilasi Budaya

Proses akulturasi dan asimilasi budaya berlaku bila budaya tempatan bertembung dengan
budaya asing, dan kemudian berlaku proses penerimaan budaya asing sesuai dengan
kehendak-kehendak tempatan sehingga tidak menghilangkan identiti budaya sendiri.
Proses ini berlaku kepada budaya Melayu sejak dulu kala, melampaui batas-batas
tempatan. Proses ini berlaku oleh kerana adanya migrasi, pertembungan secara individu
dengan budaya asing. Penerimaan unsur-unsur budaya asing itu tidak pula bertentangan
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dengan kehendak-kehendak budaya sendiri. Proses ini amat pesat berlaku apabila berlaku
campur tangan kolonial Barat di negara-negara yang mundur. Bersama dengan
penyebaran agama-agama besar di dunia ini juga bermakna penyebaran budaya melalui
proses akulturasi ini berlaku secara leluasa. Pertembungan budaya-budaya Afrika, Asia,
Oceania, Amerika Utara dengan Ero-Amerika menjadikan proses akulturasi itu pesat
sekali berlaku dalam abad ke-20.( Konsep dan Budaya Bangsa: Memartabatkan Martabat
Bangsa: http://zanas.wordpress.com/pembinaan-bangsa-dan-negara-malaysia-yang-
berdaulat/konsep-dan-budaya-masyarakat-i/)
Unsur-unsur budaya asing yang mudah diterima ialah yang bercorak atau bersifat konkrit,
seperti budaya kebendaan (material culture), dan unsur-unsur budaya yang mempunyai
fungsi atau gunanya yang tinggi kepada budaya yang menerima. Sesuatu unsur budaya
yang diterima itu adalah yang mudah disesuaikan dengan keadaan masyarakat yang
menerima. Unsur-unsur yang tidak sesuai dan dianggap sukar adalah lambat diterima.
Ketidakseimbangan terhadap penerimaan budaya kebendaan ini dengan persepsi budaya
setempat dikenali sebagai kesenjangan budaya atau cultural lag.
Proses ini berlaku dalam kelompok-kelompok yang budaya berbeza, mereka saling
bergaul antara satu sama lain, dalam masa yang lama sehingga budaya-budaya dari
kelompok-kelompok itu berubah saing menyesuaikan menjadi satu. Dalam komuniti Cina
dan Siam di Kelantan mengalami proses asimilasi dengan budaya orang Melayu. Proses
ini berlaku apabila terdapat pergaulan secara intensif dan luas dalam jangka masa yang
lama. Kelompok-kelompok itu mesti mempunyai sikap toleransi dan simpati antara satu
sama lain. Antara penghalang dalam proses ini ialah bila terdapat perasaan superioriti
pada individu dalam budaya tertentu terhadap budaya yang dihadapinya, dan sifat takut
kepada kekuatan budaya lain (Konsep dan Budaya Bangsa: Memartabatkan Martabat
Bangsa: http://zanas.wordpress.com/pembinaan-bangsa-dan-negara-malaysia-yang-
berdaulat/konsep-dan-budaya-masyarakat-i/).
3. Difusi Budaya
Difusi budaya merujuk kepada penyerapan budaya asing dalam sesuatu budaya
masyarakat setempat. Penerimaan budaya luar ini menjadi sebahagian cara hidup
masyarakat tersebut menjadi satu budaya yang baharu. Proses penyebaran unsur-unsur
budaya dalam masyarakat yang sama disebut difusi dalam masyarakat (intra-society
diffusion) dan proses difusi antara masyarakat itu ialah “inter-society diffusion”. Intra-
society diffusion selalunya merupakan penyebaran dan peresapan unsur-unsur budaya
baru yang ditemui dari proses inovasi dan penciptaan.
Dalam bidang antropologi proses difusi budaya itu dimaksudkan penyebaran dan
peresapan unsur-unsur budaya daripada satu masyarakat kepada satu masyarakat lain.
Unsur-unsur budaya selalu bergerak, tersebar atau meresap dari satu budaya kepada satu
budaya lain dengan berbagai-bagai cara dan jalinan difusi itu merupakan satu kompleks
yang tersendiri. Perpindahan budaya itu menjadi satu gabungan atau kompleks yang agak
sukar untuk dipisah-pisahkan. Sesuatu unsur budaya itu mempunyai kait mengait dengan
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unsur-unsur budaya lain yang menjadikannya sebagaimana satu kompleks tersendiri.

Proses ini berlaku mungkin secara dibawa oleh orang-orang yang berpindah, iaitu proses
migrasi, terutama dalam zaman pra-sejarah yang kerapkali berlaku migrasi kelompok-
kelompok tertentu. Difusi budaya boleh berlaku kerana kedatangan individu-individu dari
luar, seperti pengembara, pedagang, pelaut dan sebagainya. Misalnya, dalam
perkembangan unsur-unsur budaya Hindu ke kawasan ini. Difusi juga boleh berlaku
dengan pertembungan kelompok penduduk tempatan dengan kelompok jiran dengan
berbagai-bagai cara pertemuan.
Difusi peresapan budaya melalui pedagang-pedagang berlaku secara sukarela yang tidak
disedari. Difusi budaya juga dilakukan oleh missionary atau pengembang agama, cara ini
dilakukan dengan sengaja. Peresapan budaya secara tekanan (imposed) ialah melalui
peperangan, penaklukan dan seumpamanya, di sini terdapat unsur paksaan. Kini proses
difusi tersangat cepat berlaku kerana terdapat berbagai-bagai kemudahan sistem
komunikasi yang tersebar luas, seperti radio, tv dan filem.
Teori Perubahan Sosial menurut Perspektif Psikologi

Psikologi merupakan salah satu cabang ilmu pengetahuan dalam gugusan sains sosial
yang berteraskan ilmu tentang jiwa. Dalam islam, jiwa merujuk kepada empat istilah
iaitu, aql, nafs, roh dan qalb. Teori perubahan sosial menurut perspektif psikologi
menumpukan aspek pembelajaran hasil tindak balas daripada persekitaran. Pendekatan
ini tergolong dalam aliran behaviorisme. Teori yang dikupas berkaitan perubahan sosial
dikaitkan dengan teori pembelajaran sosial yang menekankan proses pembelajaran
menerusi pemerhatian dan pengamatan (observational learning) oleh Albert Bandura.
Teori Pembelajaran Sosial (Social-Learning Theory)

Albert Bandura menyatakan perkembangan manusia ditentukan oleh interaksi yang aktif
antara perilaku individu dan persekitaran. Tingkahlaku seseorang dipengaruhi oleh
sesuatu akibat atau kesan (consequences) daripada tindak balas terhadap sesuatu perkara.
Sesuatu pengalaman yang menarik kerana mendapat imbal balik yang postif akan terus
diulang-ulang pada masa akan datang, manakala imbal balik yang negatif akan
menyebabkan seseorang tidak akan mengulangi tindak balas yang sama pada masa akan
datang. Konsep peneguhan (reinforment) dan hukuman (punishment) menurut Bandura
amat penting bagi seseorang individu meniru perilaku orang lain dalam kehidupan
seharian ( Samuel, Wood & Ellen Wood: 2002).
Kaedah pembelajaran menerusi pemerhatian dan pengamatan ini juga dikenali sebagai
modelling kerana pada kebiasaaanya individu mempunyai seseorang yang dijadikan
sebagai role model yang dijadikan sebagai rujukan dalam perlakuannya. Role model yang
dipilih terdiri daripada ibu bapa, artis, selebriti, ahli sukan, model dan seseiapa sahaja
yang berada di sekelilingnya yang boleh dijadikan contoh dalam perlakuannya samada
468


dari segi pergaulan, percakapan, personaliti, fesyen, pencapaian atau kejayaan, prestij dan
sebagainya. Tingkahlaku peniruan (imitative behavior) manusia terjadi kerana manusia
merasa telah memperoleh imiginasi ketika kita meniru perilaku orang lain, dan
memperoleh hukuman ketika kita tidak menirunya (Halim Ahmad: 2013).
Terdapat beberapa ciri dalam teori pemodelan Bandura. Diantaranya;
1. Unsur utama dalam pembelajaran ialah pemerhatian dan peniruan.
2. Tingkah laku model boleh dipelajari menerusi bahasa, teladan, nilai, perilaku dan lain-
lain.
3. Model yang dipilih mestilah mempunyai keistimewaan dan ciri-ciri menarik sehingga
dapat mempenaruhi khayak untuk meniru ciri-ciir tersebut.
4. Khalayak yang meniru daripada proses pembelajaran tersebut mendapat kepuasan dan
peneguhan (reinforcement) yang berpatutan.
Prinsip pembelajaran Melalui Pemerhatian/ Permodelan
Bandura (1986) mengenal pasti empat unsur utama dalam proses pembelajaran melalui
pemerhatian atau pemodelan iaitu perhatian, mengingat, reproduksi dan peneguhan atau
motivasi.
1. Perhatian (Attention)
Perhatian merupakan perkara asas dalam pembelajaran secara pemerhatian. Biasanya kita
memberi perhatian kepada orang yang menarik, popular, cekap atau disanjungi. Bagi
kanak- kanak, mungkin mereka merujuk kepada ibu bapa, abang atau kakak atau guru-
guru. Namun bagi sebahagaian golongan mungkin mereka merujuk kepada rakan sebaya
yang popular di sekeliling mereka termasuk artis seperti penyanyi dan pelakon terkenal
sama ada dalam negara atau pun luar negara. Faktor- faktor yang mempengaruhi
perhatian ialah ciri- ciri model termasuk nilai, umur, jantina, status dan perhubungan,
gaya hidup, kemewahan dan sebagainya.(Mageswari a/p Subramaniam: 2013)
2. Ingatan (Retention)
Sesuatu perkara yang menarik perhatian untuk ditiru selalunya dapat dibayangkan
bagaimana sikap atau nilai tersebut diterjemahkan menerusi tingkah laku, cara
berpakaian dan fesyen yang sesuai yang menjadi tarikan. Kesemua perkara tersebut telah
difahami dan dapat dipelajari dengan mudah menerusi pemerhatian yang teliti
bagaimana melaksanakan aksi model tersebut.
3. Reproduksi (Motor Reproduction)
Peniruan dengan tingkahlaku merupakan tahap yang seterusnya apabila pelaku
menunjukkan aksi yang ingin ditiru dengan keupayaannya sendiri. Apabila seseorang
tahu bagaimana sesuatu tingkah laku ditunjukkan dan mengingat ciri- ciri atau langkah-
langkah dia mungkin belum boleh melakukannya dengan lancar. Sesorang itu
memerlukan latihan yang banyak, mendapat maklum balas dan bimbingan tentang
perkara- perkara penting sebelum boleh menghasilkan tingkah laku model. Di peringkat
penghasilan latihan menjadikan tingkah laku lebih lancar dan mahir (Mageswari a/p
Subramaniam: 2013).
4. Peneguhan positif (Positif Reinforcement)
Peneguhan positif menjadi motivasi seseorang meniru perilaku model yang dipilih. Kita
mungkin telah memperoleh satu kemahiran atau tingkah laku baru melalui pemerhatian,
469


tetapi kita mungkin tidak dapat melakukan tingkah laku itu sehingga ada sesuatu bentuk
motivasi atau insentif untuk melakukannya. Peneguhan boleh memainkan beberapa
peranan dalam pembelajaran pemerhatian. Seandainya kita mengharapkan untuk
mendapat peneguhan dengan meniru tindakan seseorang model, kita mungkin menjadi
lebih bermotivasi untuk menumpukan perhatian, mengingat dan menghasilkan semula
tingkah laku. Selain itu, peneguhan penting untuk mengekalkan pembelajaran. Seseorang
yang mencuba menunjukkan tingkah laku baru tidak akan dapat mengekalkan tabiatnya
tanpa peneguhan. Sebagai contoh, seorang pemuda yang tidak popular cuba memakai
pakaian fesyen yang baru tetapi diejek oleh rakan- rakan sebayanya. Sebagai kesannya,
dia tidak akan meneruskan peniruannya dalam meniru fesyen pakaian tersebut
(Mageswari a/p Subramaniam: 2013).
Rumusan
Kepesatan perkembangan teknologi komunikasi memberi impak yang besar terhadap

industri media massa di seluruh negara. Kepesatan perubahan ini membawa perubahan
sosial yang amat ketara dari aspek identiti budaya dan warisan masyarakat setempat.
Arus informasi yang terlalu cepat menerusi penciptaan telefon pintar dan aplikasi
teknologi menyebabkan penyaringan maklumat agar sukar dilakukan. Akibatnya,
informasi yang diperolehi ini tanpa disedari sedikit demi sedikit telah mempengaruhi pola
pemikiran, tingkah laku dan budaya dalam masyarakat. Adat tradisi kebudayaan yang
lama secara perlahan-lahan semakin dilupakan dan dipinggirkan terutamanya dalam
kalangan generasi muda. Pelbagai teori berkaitan perubahan sosial dalam masyarakat
telah diketengahkan oleh para sarjana dan ilmuan dalam pelbagai bidang. Secara
umumnya perubahan sosial adalah perkara yang lumrah bagi sebuah masyarakat, namun
perlu berlandaskan kepada kebaikan dalam semua aspek pembangunan manusia, bangsa,
agama dan negara.
Rujukan
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Diskursus Teknologi Komunikasi di Masyarakat. Jakarta: Kencana Prenada Media
Group.
Diana Kendall. (2013). Sociology in Our Times. 9th Edition. United States of America:
Wadsworth Cengage Learning.
Faisal Othman. (1997). Islam dan Perkembangan Masyarakat. Kuala Lumpur: Utusan
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Karen Huffman. (2000). Living Psychology. United States of America: John Wiley &
Sons, Inc.
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471


472

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OFFICIATED BY:

YAB Datuk Wira Ir. Hj. Idris Haron

Chief Minister of Melaka

Avillion Legacy Hotel, Melaka Malaysia

Panel of Abstract/Full papers/Editors

Media and Tourism

1. Effectiveness of Out-­‐of-­‐Home Advertising Towards Tourism Development in 1

Media and Art

29 The Role Of Poster In Advertising In Promoting A Movie 276

Media and Culture

34. Media Potrayal of Chitty Community in Malaysia 318

Media and Development

Media and National Security

45. Effect of Cyber Attacks towards National Security 423

Media and Technology

47. Negative Impact of Internet Towards Teenagers 446

Faculty of Communication and Media Studies is organizing a Colloquium and Exhibition

Colloquium is addressing issues on media and heritage in Malaysia based on the

Media and Tourism

Noor Ashmalia Mohd Ashraff

MEDIA AND TOURISM

THE EFFECTIVENESS OF OUT-OF-HOME ADVERTISING TOWARDS

The objective of this research is to discover the effectiveness of out-of-home advertising

Keyword: effectiveness, out-of-home advertising, tourism development.

Out-of-home advertising is more likely to be put on locations where tourist cluster

According to Department of Promoting on Tourism Melaka, out-of-home

of investments towards out-of-home advertising or reducing unnecessary expenses for

RO 1 : To study the role of out-of-home advertising towards tourism industry in

RO 3 : To determine the awareness of out-of-home advertising in tourism industry to

Digital out-of-home advertising

According to ISE Europe, 2009 Digital Out-of-home advertisements are

Basically, digital out-of-home advertising is one of the important strategy in

In Melaka, DOOH can be found at many places as Tourism Melaka Department of

The benefits of out-of-home advertising

According to Chan, K., Cheng, B, (2011), out-of-home advertising are considered as

Out-of-home advertising effectiveness

interested to go to the place or event.

The response towards out-of-home advertising

Out-of-home advertising or out-of-home advertising plays a manual role in giving the

The growth of out-of-home advertising and adapting into tourism advertising

The effectiveness of out-of-home advertising on tourism development

Data Collection Strategy

FINDINGS AND ANALYSIS

RQ1: What is the role of out-of-home advertising towards tourism industry in

Out-of-home advertising one of the medium to promotes Melaka tourism product.

Out-of-home advertising can get more attraction compared to printing advertising

RQ2: Is out-of-home advertising is effective on promoting tourism industry in

Out of home advertising can be very effective is the company or organization

RQ3: Do people aware of out-of-home advertising in tourism industry around

Out-­‐of-­‐home advertising plays a role as medium to spread the information

Most of the advertisements those be showed have their objectives and

convincing government to widen out-of-home advertising in tourism industry in Melaka

Abhilasha Mehta. (May, 2000). Advertising attitudes and Advertising effectiveness.

Brian Wansink (June 2004). Stopping decision of traveller, Tourism Management.

Chan, K., Cheng, B (2011) International Journal of Consumer Research: Awareness of

Opree,SJ, Burkart, and Meldik (1981). Advertising Phenomenon in Tourism Related to

A STUDY OF AWARENESS BETWEEN THE TRADITIONAL MEDIA AND

Keywords: tourism industry, social media, traditional media, media tourism.

What is the benefit of promoting the media tourism?

traditional media or social media.

Traditional Media in Malaysia

According to Dr A. Mustafa (2007), the first newspaper that was published in

Social media in Malaysia

1. Effectiveness of Out-‐of-‐Home Advertising Towards Tourism Development in 1

Out-‐of-‐home advertising plays a role as medium to spread the information