An examination of television advertising production in selected OIC countries using a hierarchy of influences model

An examination of television advertising production in selected OIC countries using a hierarchy of influences model

There have been several research studies examining television advertising content in terms of effects rather than television advertising production. The production process is significant to examine so as to determine the factors that influence advertising messages prior to the formation of a framewo...

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Main Author: Mokhtar, Aida
Format: Conference or Workshop Item
Language:English
Published: 2017
Subjects:
P87 Communication. Mass media
P94 Communication and Islam
Online Access:http://irep.iium.edu.my/72176/
http://irep.iium.edu.my/72176/19/72176_AN%20EXAMINATION%20OF%20TELEVISION%20ADVERTISING_complete.pdf
id iium-72176
recordtype eprints
spelling iium-721762019-07-01T01:29:11Z http://irep.iium.edu.my/72176/ An examination of television advertising production in selected OIC countries using a hierarchy of influences model Mokhtar, Aida P87 Communication. Mass media P94 Communication and Islam There have been several research studies examining television advertising content in terms of effects rather than television advertising production. The production process is significant to examine so as to determine the factors that influence advertising messages prior to the formation of a framework guiding the television advertising production process. The purpose of the research study is to examine the television advertising production process of countries that are members of the Organisation of Islamic Cooperation (OIC). The OIC acts as a collective voice for Muslims making its members important to examine in relation to whether Islamic values are imbued in the production of television advertisements. The study was framed using the Hierarchy of Influences model that underlines the five levels of influence on media content ranging from macro to micro levels that include social systems, social institutions, organizations, routines, and individuals. Interviews with thirty two representatives of OIC countries were carried out and the data was analysed using thematic analysis as the first layer of Fairclough’s 3D critical discourse analysis model. The findings suggest that television advertising production is influenced by the countries’ different subsystems involving an assortment of economic, political, cultural dimensions; government television media prefer disseminating public communication messages to audience members; the media as a social institution can be more prominently Islamic in some countries than others thus this fashions different advertising content; the government plays a more or less prominent role in regulating the advertisements; and the absence of guidelines that scrutinise television advertising production by OIC countries is apparent. A television advertising framework is recommended as the outcome of the research study by focusing on the ideals and commonalities between OIC countries. 2017-05 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/72176/19/72176_AN%20EXAMINATION%20OF%20TELEVISION%20ADVERTISING_complete.pdf Mokhtar, Aida (2017) An examination of television advertising production in selected OIC countries using a hierarchy of influences model. In: 8th Global Islamic Marketing Conference 2017, 3-5 May 2017, Turkey. (Unpublished)
repository_type Digital Repository
institution_category Local University
institution International Islamic University Malaysia
building IIUM Repository
collection Online Access
language English
topic P87 Communication. Mass media
P94 Communication and Islam
spellingShingle P87 Communication. Mass media
P94 Communication and Islam
Mokhtar, Aida
An examination of television advertising production in selected OIC countries using a hierarchy of influences model
description There have been several research studies examining television advertising content in terms of effects rather than television advertising production. The production process is significant to examine so as to determine the factors that influence advertising messages prior to the formation of a framework guiding the television advertising production process. The purpose of the research study is to examine the television advertising production process of countries that are members of the Organisation of Islamic Cooperation (OIC). The OIC acts as a collective voice for Muslims making its members important to examine in relation to whether Islamic values are imbued in the production of television advertisements. The study was framed using the Hierarchy of Influences model that underlines the five levels of influence on media content ranging from macro to micro levels that include social systems, social institutions, organizations, routines, and individuals. Interviews with thirty two representatives of OIC countries were carried out and the data was analysed using thematic analysis as the first layer of Fairclough’s 3D critical discourse analysis model. The findings suggest that television advertising production is influenced by the countries’ different subsystems involving an assortment of economic, political, cultural dimensions; government television media prefer disseminating public communication messages to audience members; the media as a social institution can be more prominently Islamic in some countries than others thus this fashions different advertising content; the government plays a more or less prominent role in regulating the advertisements; and the absence of guidelines that scrutinise television advertising production by OIC countries is apparent. A television advertising framework is recommended as the outcome of the research study by focusing on the ideals and commonalities between OIC countries.
format Conference or Workshop Item
author Mokhtar, Aida
author_facet Mokhtar, Aida
author_sort Mokhtar, Aida
title An examination of television advertising production in selected OIC countries using a hierarchy of influences model
title_short An examination of television advertising production in selected OIC countries using a hierarchy of influences model
title_full An examination of television advertising production in selected OIC countries using a hierarchy of influences model
title_fullStr An examination of television advertising production in selected OIC countries using a hierarchy of influences model
title_full_unstemmed An examination of television advertising production in selected OIC countries using a hierarchy of influences model
title_sort examination of television advertising production in selected oic countries using a hierarchy of influences model
publishDate 2017
url http://irep.iium.edu.my/72176/
http://irep.iium.edu.my/72176/19/72176_AN%20EXAMINATION%20OF%20TELEVISION%20ADVERTISING_complete.pdf
first_indexed 2023-09-18T21:42:19Z
last_indexed 2023-09-18T21:42:19Z
_version_ 1777413221759582208

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