The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building

Malaysia has the ambition to be a developed country by 2020. The goal of creating a cohesive, united, and ethical community is accentuated in the country’s Eleventh Malaysia Plan that is part of the nation’s endeavour in becoming a developed nation. There are several guidelines and codes issued by g...

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Main Author:	Mokhtar, Aida
Format:	Article
Language:	English English English
Published:	Universiti Kebangsaan Malaysia Press 2018
Subjects:	P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/67669/ http://irep.iium.edu.my/67669/ http://irep.iium.edu.my/67669/ http://irep.iium.edu.my/67669/1/22930-85573-1-PB.pdf http://irep.iium.edu.my/67669/7/67669_The%20television%20advertising%20framework%20in%20Malaysia_SCOPUS.pdf http://irep.iium.edu.my/67669/8/67669_The%20television%20advertising%20framework%20in%20Malaysia_WoS.pdf

id	iium-67669
recordtype	eprints
spelling	iium-676692018-11-29T02:44:45Z http://irep.iium.edu.my/67669/ The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building Mokhtar, Aida P87 Communication. Mass media Malaysia has the ambition to be a developed country by 2020. The goal of creating a cohesive, united, and ethical community is accentuated in the country’s Eleventh Malaysia Plan that is part of the nation’s endeavour in becoming a developed nation. There are several guidelines and codes issued by government organisations that regulate or encourage the self-regulation of television advertisements in Malaysia. This study uses framing theory that, according to the literature, refers to the attributes selected on a particular issue that form a narrative making them more salient than others. Framing theory is often used in studies on news stories. This study took on a different stance as it examined the television advertising regulatory framework in Malaysia instead of news stories. There is a research gap with the dearth of previous studies on regulations, culture, religion and framing. The study was with the aim of identifying frames that represent Malaysian and Malay Muslim values. It is a significant study as it contributes to current literature, uncovers how the government guides television advertising for the diverse Malaysian audience and provides a better understanding of the framework in relation to nation building in Malaysia. Five frames were generated from the framework examined and evidence was gathered from the Qur’an and Sunnah. The study finds that the frames generated represent the balance between the moral and material dimensions of life underscoring the concept of wasatiyyah that defines the moderate lifestyle in Islam. Universiti Kebangsaan Malaysia Press 2018 Article PeerReviewed application/pdf en http://irep.iium.edu.my/67669/1/22930-85573-1-PB.pdf application/pdf en http://irep.iium.edu.my/67669/7/67669_The%20television%20advertising%20framework%20in%20Malaysia_SCOPUS.pdf application/pdf en http://irep.iium.edu.my/67669/8/67669_The%20television%20advertising%20framework%20in%20Malaysia_WoS.pdf Mokhtar, Aida (2018) The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building. Malaysian Journal of Communication, 34 (3). pp. 150-176. ISSN 2289-151X E-ISSN 2289-1528 http://ejournals.ukm.my/mjc/article/view/22930 10.17576/JKMJC-2018-3403-09
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English English
topic	P87 Communication. Mass media
spellingShingle	P87 Communication. Mass media Mokhtar, Aida The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building
description	Malaysia has the ambition to be a developed country by 2020. The goal of creating a cohesive, united, and ethical community is accentuated in the country’s Eleventh Malaysia Plan that is part of the nation’s endeavour in becoming a developed nation. There are several guidelines and codes issued by government organisations that regulate or encourage the self-regulation of television advertisements in Malaysia. This study uses framing theory that, according to the literature, refers to the attributes selected on a particular issue that form a narrative making them more salient than others. Framing theory is often used in studies on news stories. This study took on a different stance as it examined the television advertising regulatory framework in Malaysia instead of news stories. There is a research gap with the dearth of previous studies on regulations, culture, religion and framing. The study was with the aim of identifying frames that represent Malaysian and Malay Muslim values. It is a significant study as it contributes to current literature, uncovers how the government guides television advertising for the diverse Malaysian audience and provides a better understanding of the framework in relation to nation building in Malaysia. Five frames were generated from the framework examined and evidence was gathered from the Qur’an and Sunnah. The study finds that the frames generated represent the balance between the moral and material dimensions of life underscoring the concept of wasatiyyah that defines the moderate lifestyle in Islam.
format	Article
author	Mokhtar, Aida
author_facet	Mokhtar, Aida
author_sort	Mokhtar, Aida
title	The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building
title_short	The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building
title_full	The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building
title_fullStr	The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building
title_full_unstemmed	The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building
title_sort	television advertising framework in malaysia and the salience of ideals for malay muslims and malaysians: a framing perspective for nation building
publisher	Universiti Kebangsaan Malaysia Press
publishDate	2018
url	http://irep.iium.edu.my/67669/ http://irep.iium.edu.my/67669/ http://irep.iium.edu.my/67669/ http://irep.iium.edu.my/67669/1/22930-85573-1-PB.pdf http://irep.iium.edu.my/67669/7/67669_The%20television%20advertising%20framework%20in%20Malaysia_SCOPUS.pdf http://irep.iium.edu.my/67669/8/67669_The%20television%20advertising%20framework%20in%20Malaysia_WoS.pdf
first_indexed	2023-09-18T21:36:03Z
last_indexed	2023-09-18T21:36:03Z
_version_	1777412827563163648

The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building

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