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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Bibliographic Details
Main Author:	Mokhtar, Aida
Format:	Conference or Workshop Item
Language:	English English
Published:	2017
Subjects:	P87 Communication. Mass media
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
_version_	1777413380083023872

Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance for nation building

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