The ‘moral panics’ behind television advertising regulations in Malaysia

The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultural groups which had been developing for some time in Malaysia (Mohamad, 1970). The National Cultural Policy 1971, by defining a common Malaysian culture, was the catalyst used by the government to b...

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Main Author:	Mokhtar, Aida
Format:	Conference or Workshop Item
Language:	English
Published:	2010
Subjects:	HE7601 Telecommunication and industry. Telegraph
Online Access:	http://irep.iium.edu.my/16656/ http://irep.iium.edu.my/16656/ http://irep.iium.edu.my/16656/1/The_%27moral_panics%27_behind_television.pdf

id	iium-16656
recordtype	eprints
spelling	iium-166562019-08-14T07:18:02Z http://irep.iium.edu.my/16656/ The ‘moral panics’ behind television advertising regulations in Malaysia Mokhtar, Aida HE7601 Telecommunication and industry. Telegraph The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultural groups which had been developing for some time in Malaysia (Mohamad, 1970). The National Cultural Policy 1971, by defining a common Malaysian culture, was the catalyst used by the government to bind the predominantly Malay, Chinese and Indian ethnicities. Establishing peace through commonality is important to achieve the government’s vision of a developed Malaysia in its own ‘mould’ in the year 2020 or Vision 2020 (Mohamad, 1991). Television advertisements in Malaysia are made to portray images of the Malaysian culture and promote a common roof between different ethnicities by the country’s television advertising regulatory authorities (Frith, 1987). In relation to this, the study attempted to examine the television advertising regulatory framework in Malaysia with the dearth of previous research studies. It focused on understanding ‘what’ decisions were made by regulatory authorities when approving television advertisements for Malaysian television and ‘why’. A thematic analysis on interviews with key regulatory authorities found that they based their decisions on the moral panics (intense concerns) of Malaysian viewers as defined by the ‘grassroots model’ (Goode and Ben-Yehuda, 1994). Malaysian viewers believe that television advertisements can affect behaviour and are most concerned by ‘foreign’ advertising images regarded as a threat to the Malaysian culture. The regulatory authorities were most attentive to viewers’ complaints which influenced and reinforced their own (similar) concerns when examining television advertisements for screening. 2010 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/16656/1/The_%27moral_panics%27_behind_television.pdf Mokhtar, Aida (2010) The ‘moral panics’ behind television advertising regulations in Malaysia. In: Moral Panics in the Contemporary World Conference 2010, 10th-12th December 2010, London, United Kingdom. (Unpublished) http://www.brunel.ac.uk/785/School%20of%20Arts/ProgrammeBookfinalversion.pdf
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HE7601 Telecommunication and industry. Telegraph
spellingShingle	HE7601 Telecommunication and industry. Telegraph Mokhtar, Aida The ‘moral panics’ behind television advertising regulations in Malaysia
description	The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultural groups which had been developing for some time in Malaysia (Mohamad, 1970). The National Cultural Policy 1971, by defining a common Malaysian culture, was the catalyst used by the government to bind the predominantly Malay, Chinese and Indian ethnicities. Establishing peace through commonality is important to achieve the government’s vision of a developed Malaysia in its own ‘mould’ in the year 2020 or Vision 2020 (Mohamad, 1991). Television advertisements in Malaysia are made to portray images of the Malaysian culture and promote a common roof between different ethnicities by the country’s television advertising regulatory authorities (Frith, 1987). In relation to this, the study attempted to examine the television advertising regulatory framework in Malaysia with the dearth of previous research studies. It focused on understanding ‘what’ decisions were made by regulatory authorities when approving television advertisements for Malaysian television and ‘why’. A thematic analysis on interviews with key regulatory authorities found that they based their decisions on the moral panics (intense concerns) of Malaysian viewers as defined by the ‘grassroots model’ (Goode and Ben-Yehuda, 1994). Malaysian viewers believe that television advertisements can affect behaviour and are most concerned by ‘foreign’ advertising images regarded as a threat to the Malaysian culture. The regulatory authorities were most attentive to viewers’ complaints which influenced and reinforced their own (similar) concerns when examining television advertisements for screening.
format	Conference or Workshop Item
author	Mokhtar, Aida
author_facet	Mokhtar, Aida
author_sort	Mokhtar, Aida
title	The ‘moral panics’ behind television advertising regulations in Malaysia
title_short	The ‘moral panics’ behind television advertising regulations in Malaysia
title_full	The ‘moral panics’ behind television advertising regulations in Malaysia
title_fullStr	The ‘moral panics’ behind television advertising regulations in Malaysia
title_full_unstemmed	The ‘moral panics’ behind television advertising regulations in Malaysia
title_sort	‘moral panics’ behind television advertising regulations in malaysia
publishDate	2010
url	http://irep.iium.edu.my/16656/ http://irep.iium.edu.my/16656/ http://irep.iium.edu.my/16656/1/The_%27moral_panics%27_behind_television.pdf
first_indexed	2023-09-18T20:25:25Z
last_indexed	2023-09-18T20:25:25Z
_version_	1777408383885770752

The ‘moral panics’ behind television advertising regulations in Malaysia

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