Exposure and influence of TV programmes on Malay Community in Malaysia : testing selective exposure theory and third-person effect theory

This study generally applies the selective exposure theory (Klapper, 1960) and third-person effect theory (Davison, 1983) to test the extent of TV viewing habits and TV influence on the Malay community with special emphasis on reality TV show. The objectives of the study are to identify Malay commun...

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Main Authors:	Ismail, Rizalawati, Wok, Saodah, Azman, Zakirah
Format:	Conference or Workshop Item
Language:	English
Published:	2012
Subjects:	H Social Sciences (General) H61.8 Communication of information
Online Access:	http://irep.iium.edu.my/25724/ http://irep.iium.edu.my/25724/1/AMIC_paper_-_riza_saodah_zakirah_1762012.pdf

id	iium-25724
recordtype	eprints
spelling	iium-257242013-01-01T00:07:45Z http://irep.iium.edu.my/25724/ Exposure and influence of TV programmes on Malay Community in Malaysia : testing selective exposure theory and third-person effect theory Ismail, Rizalawati Wok, Saodah Azman, Zakirah H Social Sciences (General) H61.8 Communication of information This study generally applies the selective exposure theory (Klapper, 1960) and third-person effect theory (Davison, 1983) to test the extent of TV viewing habits and TV influence on the Malay community with special emphasis on reality TV show. The objectives of the study are to identify Malay community exposure and preference of TV programmes, to gauge perceived TV influence on the Malay community, and to test the applicability of selective exposure theory and the third-person effect theory. This study employs a quantitative research design, using survey method, with questionnaire as the research instrument used for data collection. Pilot study has been conducted to pre-test the research instrument. The study is using cluster and stratified random sample, in which the stratified groups are based on state, gender, and age. The data were collected in March 2012. Data were analyzed using SPSS WIN 16 for descriptive statistics and inferential statistics to answer the objectives of the study and to test its hypotheses. The findings are expected to show TV viewing habits of the Malay community, their preferences to selected TV programmes, and the extent of watching reality TV shows. For general TV programmes, movies and comedy shows are the most preferred TV programmes, while sports and advertisements are the two least preferred TV programmes by the Malay community. Surprisingly, reality shows are not the most preferred TV programmes. Nevertheless, it is not the least preferred. Survivor, Master Chef, and Akademi Fantasia are the three most preferred reality TV shows, while Vokal Bukan Sekedar Rupa is the least preferred. In addition, the third- person effect can be proved by this study as the findings show that there is likelihood to perceive that TV programmes have an influence on others, specifically the Malay community, but not on themselves and their families. 2012-07-11 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/25724/1/AMIC_paper_-_riza_saodah_zakirah_1762012.pdf Ismail, Rizalawati and Wok, Saodah and Azman, Zakirah (2012) Exposure and influence of TV programmes on Malay Community in Malaysia : testing selective exposure theory and third-person effect theory. In: UiTM-AMIC 2012 International Conference , 11-14 July, 2012, Concorde Hotel Shah Alam, Selangor. (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	H Social Sciences (General) H61.8 Communication of information
spellingShingle	H Social Sciences (General) H61.8 Communication of information Ismail, Rizalawati Wok, Saodah Azman, Zakirah Exposure and influence of TV programmes on Malay Community in Malaysia : testing selective exposure theory and third-person effect theory
description	This study generally applies the selective exposure theory (Klapper, 1960) and third-person effect theory (Davison, 1983) to test the extent of TV viewing habits and TV influence on the Malay community with special emphasis on reality TV show. The objectives of the study are to identify Malay community exposure and preference of TV programmes, to gauge perceived TV influence on the Malay community, and to test the applicability of selective exposure theory and the third-person effect theory. This study employs a quantitative research design, using survey method, with questionnaire as the research instrument used for data collection. Pilot study has been conducted to pre-test the research instrument. The study is using cluster and stratified random sample, in which the stratified groups are based on state, gender, and age. The data were collected in March 2012. Data were analyzed using SPSS WIN 16 for descriptive statistics and inferential statistics to answer the objectives of the study and to test its hypotheses. The findings are expected to show TV viewing habits of the Malay community, their preferences to selected TV programmes, and the extent of watching reality TV shows. For general TV programmes, movies and comedy shows are the most preferred TV programmes, while sports and advertisements are the two least preferred TV programmes by the Malay community. Surprisingly, reality shows are not the most preferred TV programmes. Nevertheless, it is not the least preferred. Survivor, Master Chef, and Akademi Fantasia are the three most preferred reality TV shows, while Vokal Bukan Sekedar Rupa is the least preferred. In addition, the third- person effect can be proved by this study as the findings show that there is likelihood to perceive that TV programmes have an influence on others, specifically the Malay community, but not on themselves and their families.
format	Conference or Workshop Item
author	Ismail, Rizalawati Wok, Saodah Azman, Zakirah
author_facet	Ismail, Rizalawati Wok, Saodah Azman, Zakirah
author_sort	Ismail, Rizalawati
title	Exposure and influence of TV programmes on Malay Community in Malaysia : testing selective exposure theory and third-person effect theory
title_short	Exposure and influence of TV programmes on Malay Community in Malaysia : testing selective exposure theory and third-person effect theory
title_full	Exposure and influence of TV programmes on Malay Community in Malaysia : testing selective exposure theory and third-person effect theory
title_fullStr	Exposure and influence of TV programmes on Malay Community in Malaysia : testing selective exposure theory and third-person effect theory
title_full_unstemmed	Exposure and influence of TV programmes on Malay Community in Malaysia : testing selective exposure theory and third-person effect theory
title_sort	exposure and influence of tv programmes on malay community in malaysia : testing selective exposure theory and third-person effect theory
publishDate	2012
url	http://irep.iium.edu.my/25724/ http://irep.iium.edu.my/25724/1/AMIC_paper_-_riza_saodah_zakirah_1762012.pdf
first_indexed	2023-09-18T20:38:18Z
last_indexed	2023-09-18T20:38:18Z
_version_	1777409194725474304

Exposure and influence of TV programmes on Malay Community in Malaysia : testing selective exposure theory and third-person effect theory

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