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:	Aida Mokhtar
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2018
Online Access:	http://journalarticle.ukm.my/13109/ http://journalarticle.ukm.my/13109/ http://journalarticle.ukm.my/13109/1/22930-85573-1-PB.pdf

id	ukm-13109
recordtype	eprints
spelling	ukm-131092019-07-06T21:13:48Z http://journalarticle.ukm.my/13109/ The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building Aida Mokhtar, 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. Penerbit Universiti Kebangsaan Malaysia 2018 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/13109/1/22930-85573-1-PB.pdf Aida Mokhtar, (2018) The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building. Jurnal Komunikasi ; Malaysian Journal of Communication, 34 (3). pp. 150-176. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1086
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
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	Aida Mokhtar,
spellingShingle	Aida Mokhtar, The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building
author_facet	Aida Mokhtar,
author_sort	Aida Mokhtar,
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	Penerbit Universiti Kebangsaan Malaysia
publishDate	2018
url	http://journalarticle.ukm.my/13109/ http://journalarticle.ukm.my/13109/ http://journalarticle.ukm.my/13109/1/22930-85573-1-PB.pdf
first_indexed	2023-09-18T20:04:07Z
last_indexed	2023-09-18T20:04:07Z
_version_	1777407043693445120

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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