Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff

In the words of Justin Lewis (1991), any screen production power lies in its encounter with the audience. One cannot exist without the other. As he immediately proceeds to acknowledge, however, this idea is "often difficult to grasp empirically" (p. 61) and the issue of how the idea works...

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Main Authors:	Dzakiria, Hisham, Kasim, Azilah, Yusoff, Nuraini
Format:	Article
Language:	English
Published:	UPENA 2007
Subjects:	Audiences Malaysia
Online Access:	http://ir.uitm.edu.my/id/eprint/11611/ http://ir.uitm.edu.my/id/eprint/11611/1/AJ_HISHAM%20DZAKIRIA%20JSM%2007%201.pdf

id	uitm-11611
recordtype	eprints
spelling	uitm-116112016-06-07T08:05:26Z http://ir.uitm.edu.my/id/eprint/11611/ Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff Dzakiria, Hisham Kasim, Azilah Yusoff, Nuraini Audiences Malaysia In the words of Justin Lewis (1991), any screen production power lies in its encounter with the audience. One cannot exist without the other. As he immediately proceeds to acknowledge, however, this idea is "often difficult to grasp empirically" (p. 61) and the issue of how the idea works in practice remains full of methodological confusion and perplexity. This article reviews the contemporary shift and the importance of understanding of audience preferences, perspectives, behaviours, and routines towards the production of films, movies and television production in Malaysia. It proceeds to examine the comparatively underdeveloped state of Malaysian research about screen production audiences, and the variety of incentives to develop such research. The distance between academic and industry research in Malaysia is discussed, and possible explanations of the gap in our academic knowledge of Malaysian screen and film audiences are offered. Finally, the article considers possible means to approach the meaningful study of the media reception process within Malaysian audiences or viewers. The audience profile is considered as a key factor for programming of screen production. Understanding audience and their preferences could sustain continuous programming and development of new production. This article advocated the need for the professionals in the industry to inculcate such understanding and call for more qualitative research into audience analysis for sustainable development of the industry in this country. UPENA 2007 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/11611/1/AJ_HISHAM%20DZAKIRIA%20JSM%2007%201.pdf Dzakiria, Hisham and Kasim, Azilah and Yusoff, Nuraini (2007) Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff. Jurnal Skrin Malaysia, 4. pp. 181-192. ISSN 1823-1020
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Audiences Malaysia
spellingShingle	Audiences Malaysia Dzakiria, Hisham Kasim, Azilah Yusoff, Nuraini Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff
description	In the words of Justin Lewis (1991), any screen production power lies in its encounter with the audience. One cannot exist without the other. As he immediately proceeds to acknowledge, however, this idea is "often difficult to grasp empirically" (p. 61) and the issue of how the idea works in practice remains full of methodological confusion and perplexity. This article reviews the contemporary shift and the importance of understanding of audience preferences, perspectives, behaviours, and routines towards the production of films, movies and television production in Malaysia. It proceeds to examine the comparatively underdeveloped state of Malaysian research about screen production audiences, and the variety of incentives to develop such research. The distance between academic and industry research in Malaysia is discussed, and possible explanations of the gap in our academic knowledge of Malaysian screen and film audiences are offered. Finally, the article considers possible means to approach the meaningful study of the media reception process within Malaysian audiences or viewers. The audience profile is considered as a key factor for programming of screen production. Understanding audience and their preferences could sustain continuous programming and development of new production. This article advocated the need for the professionals in the industry to inculcate such understanding and call for more qualitative research into audience analysis for sustainable development of the industry in this country.
format	Article
author	Dzakiria, Hisham Kasim, Azilah Yusoff, Nuraini
author_facet	Dzakiria, Hisham Kasim, Azilah Yusoff, Nuraini
author_sort	Dzakiria, Hisham
title	Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff
title_short	Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff
title_full	Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff
title_fullStr	Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff
title_full_unstemmed	Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff
title_sort	understanding & inculcating qualitative audience analysis research in malaysian screen industry / hisham dzakiria, azilah kasim and nuraini yusoff
publisher	UPENA
publishDate	2007
url	http://ir.uitm.edu.my/id/eprint/11611/ http://ir.uitm.edu.my/id/eprint/11611/1/AJ_HISHAM%20DZAKIRIA%20JSM%2007%201.pdf
first_indexed	2023-09-18T22:48:16Z
last_indexed	2023-09-18T22:48:16Z
_version_	1777417371521122304

Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff

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