The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests

This article analyses how Mastika magazine, one of the oldest and most established lifestyle magazines in Malaysia, framed the Malay interest throughout its 77 years of publication. The study applies framing theory and design principles to examine how the magazine presented the interests of its Mala...

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Main Authors:	Mohamed, Shafizan, Zulkarnain, Hanis Safiyyah, Mamat, Najmi Syahiran
Format:	Article
Language:	English
Published:	Global Academic Excellence (GAE) 2019
Subjects:	H10 Societies H51 History H61.8 Communication of information H92 Pictorial works H93 Popular works
Online Access:	http://irep.iium.edu.my/72680/ http://irep.iium.edu.my/72680/ http://irep.iium.edu.my/72680/1/72680_The%2077%20years%20%281941-2018%29.pdf

id	iium-72680
recordtype	eprints
spelling	iium-726802019-06-18T00:51:38Z http://irep.iium.edu.my/72680/ The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests Mohamed, Shafizan Zulkarnain, Hanis Safiyyah Mamat, Najmi Syahiran H10 Societies H51 History H61.8 Communication of information H92 Pictorial works H93 Popular works This article analyses how Mastika magazine, one of the oldest and most established lifestyle magazines in Malaysia, framed the Malay interest throughout its 77 years of publication. The study applies framing theory and design principles to examine how the magazine presented the interests of its Malay audiences through the designs of its covers. A visual analysis of 80 covers from 1941 to 2018 was performed, comparing several aspects concerning both the content of the magazine and the art design. Results showed that the evolution of Mastika can be explained through 6 time phases that captured a dynamic use of images and graphics to define and represent the interest of the Malay audiences. Global Academic Excellence (GAE) 2019-06 Article PeerReviewed application/pdf en http://irep.iium.edu.my/72680/1/72680_The%2077%20years%20%281941-2018%29.pdf Mohamed, Shafizan and Zulkarnain, Hanis Safiyyah and Mamat, Najmi Syahiran (2019) The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests. International Journal of Heritage, Art and Multimedia, 2 (5). pp. 1-15. E-ISSN 2600-8262 http://www.ijham.com/PDF/IJHAM-2019-05-06-01.pdf
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	H10 Societies H51 History H61.8 Communication of information H92 Pictorial works H93 Popular works
spellingShingle	H10 Societies H51 History H61.8 Communication of information H92 Pictorial works H93 Popular works Mohamed, Shafizan Zulkarnain, Hanis Safiyyah Mamat, Najmi Syahiran The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests
description	This article analyses how Mastika magazine, one of the oldest and most established lifestyle magazines in Malaysia, framed the Malay interest throughout its 77 years of publication. The study applies framing theory and design principles to examine how the magazine presented the interests of its Malay audiences through the designs of its covers. A visual analysis of 80 covers from 1941 to 2018 was performed, comparing several aspects concerning both the content of the magazine and the art design. Results showed that the evolution of Mastika can be explained through 6 time phases that captured a dynamic use of images and graphics to define and represent the interest of the Malay audiences.
format	Article
author	Mohamed, Shafizan Zulkarnain, Hanis Safiyyah Mamat, Najmi Syahiran
author_facet	Mohamed, Shafizan Zulkarnain, Hanis Safiyyah Mamat, Najmi Syahiran
author_sort	Mohamed, Shafizan
title	The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests
title_short	The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests
title_full	The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests
title_fullStr	The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests
title_full_unstemmed	The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests
title_sort	77 years (1941-2018) evolution of mastika’s cover: a visual framing of the malay audience’s interests
publisher	Global Academic Excellence (GAE)
publishDate	2019
url	http://irep.iium.edu.my/72680/ http://irep.iium.edu.my/72680/ http://irep.iium.edu.my/72680/1/72680_The%2077%20years%20%281941-2018%29.pdf
first_indexed	2023-09-18T21:43:00Z
last_indexed	2023-09-18T21:43:00Z
_version_	1777413264747003904

The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests

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