Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance 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: Conference or Workshop Item
Language:English
English
Published: 2017
Subjects:
Online Access:http://irep.iium.edu.my/73942/
http://irep.iium.edu.my/73942/4/TELEVISION%20ADVERTISING%20FRAMEWORK%20IN%20MALAYSIA-new.pdf
http://irep.iium.edu.my/73942/16/Television%20Advertising%20Regulations.pdf
id iium-73942
recordtype eprints
spelling iium-739422019-08-09T03:43:14Z http://irep.iium.edu.my/73942/ Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance 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. Keywords: 2017-10-27 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/73942/4/TELEVISION%20ADVERTISING%20FRAMEWORK%20IN%20MALAYSIA-new.pdf application/pdf en http://irep.iium.edu.my/73942/16/Television%20Advertising%20Regulations.pdf Mokhtar, Aida (2017) Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance for nation building. In: MediAsia2017, 27th-29th October 2017, Kobe, Japan. (Unpublished)
repository_type Digital Repository
institution_category Local University
institution International Islamic University Malaysia
building IIUM Repository
collection Online Access
language English
English
topic P87 Communication. Mass media
spellingShingle P87 Communication. Mass media
Mokhtar, Aida
Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance 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. Keywords:
format Conference or Workshop Item
author Mokhtar, Aida
author_facet Mokhtar, Aida
author_sort Mokhtar, Aida
title Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance for nation building
title_short Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance for nation building
title_full Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance for nation building
title_fullStr Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance for nation building
title_full_unstemmed Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance for nation building
title_sort television advertising regulations in malaysia and the salience of ideals: the agenda-setting stance for nation building
publishDate 2017
url http://irep.iium.edu.my/73942/
http://irep.iium.edu.my/73942/4/TELEVISION%20ADVERTISING%20FRAMEWORK%20IN%20MALAYSIA-new.pdf
http://irep.iium.edu.my/73942/16/Television%20Advertising%20Regulations.pdf
first_indexed 2023-09-18T21:44:50Z
last_indexed 2023-09-18T21:44:50Z
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