In search of cultural resemblances: The consequences of media consumption among young adults in Malaysia

Latiffah Pawanteh, Ph.D. School of Media and Communication Studies Faculty of Social Sciences and Humanities Universiti Kebangsaan Malaysia
Paper presented at the 14th AMIC Annual Conference on Media and Society in Asia: Transformations and Transition, July 18th -21, 2005, Beijing, Peoples Republic of China

Introduction There is today a heightened sense of connectedness and familiarity with people, events and cultural ways of living in distant places due to the capabilities brought about by the advancements in information and communication technologies. The television in particular global media, have not only made it possible but also fairly easy the interaction with other cultures through the availability of global communicative networks and social structures. These media organisations not only support but make it possible to bring distant images and content from one part of the globe to another within seconds. These immediate mediated experiences have led to the reduction in distance between individuals, society and nation states in terms of both time and space (Giddens, 1991). Inadvertently, this process plays a significant role in cultural globalization by providing an extensive transnational supply of cultural media products from an international media culture and presents a challenge to existing local and national cultures. The proponents of cultural imperialism and media imperialism have long argued that global media with their continuous supply of western-based cultural

content and their extensive structure promote a restructuring of cultural and social communities in developing countries (Ali, 1990; Schiller, 1991). As such, global media is purported as having a crucial role in cultural globalization with their tendency toward homogenizing communities. Nevertheless, to assume cultural globalization as replacing the local ways of living is to presuppose the lack of resilience and creativity on the part of local cultures and also to overstate the role of the media technologies in shaping societies. It cannot be denied that of late there is an ever-growing increase and tendencies toward the consumption of transnational economic and cultural products. It is inevitable that the future years will see a greater struggle between the tensions toward globalization and the attempts to maintain and consolidate national communities (McGrew, 1992). It is without a doubt that global media have impacted the local communities for decades and more so in the past twenty years due to the shift in international relations and economic situations that necessitates local policies to change in order to benefit and be included in the global scenario. With the ongoing transformations of the local mediascape that provide for increasingly greater access to transnational media consumption of various cultures and languages, the looming question of foreign media content and their impact on local young adults and subsequently, local cultural identities come into view once again. And what (if any) are the changes that have occurred in the local media industry? These concerns framed the assumptions that guided the study that is, the content analysis and focus group discussions of young adult television audiences. The social constructionist approach is the theoretical framework that underlines this study. Within this view, it was felt that the interest is on programs and programming but not as texts studied in isolation from their usage as an element in everyday life (Alaasuutari, 1999:6-7). This view also pays particular attention and attempts to understand more about the mediascape. Through the content analysis of the television programs available locally and focus group discussions with sixty young adults (20-25 years old), it is hoped that the findings

presented in this paper will shed some light on the role of media (television) on the everyday lives of young adults in Malaysia.

Media consumption in everyday life Although the various global and local media players provide multiple channels, genres, languages and a programming schedule that caters to the differences in time zones and everyday lifestyle of potential audiences, this does not readily translate into a transfixed and maximum number of audiences across all continents and cultural groups. This is due to the apparent fact that the average young adult has limited number of hours designated as TV watching time. The rest of the hours in the day are filled up by other relevant, necessary, unexpected and unavoidable events that take them away from their television sets. Inasmuch as there are couch potatoes who practically live in front of the television set, the average young adult tends to have episodes of everyday routines that range from sleep, lectures, work, social outings, shopping, driving around, exercise, hobbies and other routines relating to daily living needs that goes beyond sitting in front of the television. Hence, the multiple channels and program genres have resulted in the practice or even to an extend the art of channel surfing which makes each viewer the target of competition between channels eager to have top billed programs so as to satisfy the advertisers. Currently, the multiple options in both channels and program genres available to audiences everywhere have resulted in changes in audience viewing behaviour that leads to a broader change within the cultural context. This change links media consumption to the process of acquiring knowledge, pleasure and identification of the audience whereby the audiences selection of channels and programs are attributed to their gratification in either one or more of the variables cited. Numerous scholars including McLuhan (1964) and Meyrowitz (1986) have studied the role of television in the dissemination of knowledge. McLuhan (1964) lauded the television era as the critical optimum moment for the dissemination of information to mass audiences.

McLuhans contention was that society should focus on the ways the medium disrupts tradition and reshapes social life. He asserted that the focus ought to be on the ways the media extended our senses and altered our social world as an extension of the human senses. He further propagated the notion that the electronic media can facilitate and reconnect the senses that have been fragmented by the print media. Thereby, within this perspective he brought forth the notion of a global village based on the wonders of communication technology. However, today we know that such a proposition oversimplifies the complexities of the media processes. Meyrowitz (1986) on the other hand, suggested that the electronic media and in particular television have the propensity to allow people to escape from traditional place-defined groups. And here, his emphasis was not on place as the physical setting but rather on information or social knowledge that people have about themselves and others. With television, one can be at a particular place such as a trial, sports events, an Indian village, etc without actually being there. Numerous people all across the globe can have this mediated experience simultaneously. All at once, audiences gain knowledge with a click of the remote in the comfort of their homes in the company of familiar faces. This view of the media with its focus on places indicates the role of the media in our lives and in creating the situational geography of social life (Meyrowitz, 1994). Furthermore, Wilson and Gutierrez (1985) claimed that during its early inception days the television was an agent for creating a common culture through the dissemination of one news and entertainment throughout the various parts of a country or the world. Simply put, it meant that one brand of knowledge was disseminated throughout the various cultural groups thereby having a homogenizing effect. Today, the media industry acknowledge the presence and significance of minorities whether they are cultural, ethnic or social groups and thus, through the multiplicity of channels, program genres and content have made it possible to cater to diverse needs and audiences. And this may actually lead to reinforcing differences and diversity. This may not be altogether negative

for it will most certainly be the avenue for local cultures through their local media industry to negate the impending threat of foreign cultures via the foreign media. Corner (1999) outlined a typology for television audiences and the pleasures derived from television viewing. The typology identifies five categories of pleasures that are, visual pleasures, pleasures of para-sociality, dramatic pleasures, pleasures of fantasy and pleasures of routine. For each moment that an audience views the television program any one or several of these categories of pleasure may be fulfilled. These categories may occur by itself or may be in conjunction or complementary with one or two or several categories simultaneously. The effect is of course a fully gratified audience who may return to view that similar program genre on that particular channel again. And should none of the categories are satisfied at that viewing moment then either the audience may zap to another channel or program genre or the ultimate which is to tune off the television set for that particular day. In any event, it showed that there is something to be derived from viewing television other than just to pass time. Finally, as suggested by Barker (1999) the media in an era of globalization participates in the construction of cultural identities whereby audiences may or may not relate to the representations that emerge on screen. Yet this process is important since it circulates a bricolage of representations of class, gender, age, race and sex. Television in particular due to its visual and audio capabilities is an important site for both the construction and contestation over meanings. What is more compelling today is that in lieu of globalization that has resulted in massive movements of people and greater influx of mediated distribution of culture throughout the world, it has also contributed to the making of hybrid cultural identities within the context or spectrum of existing identities such as ethnic and religious. In line with Meyrowitz (1986) notion of the blurring of geographic identities tied to a geographic location global media today not only contributes to the dislocation of cultural identities from specific localities, it is also a resource for complex multiple and competing identities.

Local Mediascape As of 1985 when the first private television station TV3 began its services, the local media industry began to undergo changes. These changes included the rise in production houses that generated more local production of various genres, more trained personnel in the industry whether as broadcasters or production personnel, and more foreign programs that led to the demand higher quality programs (local and foreign) to be aired on the two public stations. These changes have continued till today with the licensing of more private stations. Malaysian television audiences today have the option of satisfying their viewing palate daily from either one of the six free-to-air stations (RTM 1, RTM 2, TV3, NTV7, 8TV and Channel 9) and one satellite station. The satellite station ASTRO today offers subscribers a total of 40 television channels and two pay per view channels. In mid 2005 if all goes well MiTV, an Internet Protocol Television is expected to provide fifty channels (or more) as a competitor for the lucrative pay-television market (NST, June 5th 2004). In less than twenty years, the commercialization of the media industry have seen various players such as those with government funding, backing or political affiliations to relatively new and unknown young entrepreneurs as with MiTV. All of these media players including the two government owned stations RTM 1 and RTM 2 have since their inception strived to have the competitive edge through creative programming so as to have a share of the local audiences. These stations have brought forth various program genres that are either locally produced, imported wholly or adapted locally. By adapting is meant the copying of popular genres and genre formats from foreign programs into the local languages. These programs are either franchised or copied materials. Nevertheless, they appealed to the local audiences just as they did with their original audiences. The various local stations broadcast programs in several languages that is; Malay, English, Chinese (dialects included), Indian (dialects included) and others including Indonesian Malay, Spanish, Japanese, and Korean (with subtitles).

RTM 1 being the national broadcasting station airs predominantly programs in the Malay language while RTM 2 its counterpart was identified as the vernacular national station and therefore airs in Tamil, Chinese and English. The commercial stations TV3, NTV7, 8TV and Channel 9 airs in Malay, English, Chinese and Tamil with a smattering of other foreign languages. Meanwhile the satellite station ASTRO airs in six different languages that is, twenty-four channels are in English, nine channels are in Chinese (Mandarin and Cantonese), three channels in Malay, one channel in Tamil, one channel in Japanese, and two channels in Arabic. The social context of media consumption: A content analysis Ever since television became part of the household and took an important position in most homes, some offices and even restaurants throughout the world, episodes of everyday life are organized around it. The television schedules provide a semblance of order and routine to the daily existence of most people. Television sets are designed to blend with the interior finishing of various homes and apartments so that the sets are seen as part of household furniture. In addition, programming catered to the diverse lifestyle of office workers, executives, students and housewives by segmenting specific hours and parts of the day, evening and night to airing program genres that appealed to their needs. Studies have revealed that television programming is shaped by cultural practices and rituals that revolved around the family unit (Spigel, 1992). As such, media planners and programming experts have to pay attention to the rituals in most households in the place they operate so as not to offend and subsequently, lose viewers. In fact since maximum viewers is their goal, media planners have been known to rigorously promote and rationalize particular programming time slots to reshape cultural and family routines to be compatible. A content analysis of all available television channels was conducted for a one year period beginning in January 2004. The study sampled programs that 7

aired every Monday, Wednesday and Sunday for four consecutive weeks of the third month that is, January, April, July, and October. Data presented were for the months of January, April, July and October 2004. Table 1: Genre analysis of television programs (weekdays & weekend)
Time Genre

News Drama Documentary Magazine Musical Sport Reality Talk Movie Cartoon show show (%) (%) (%) (%) (%) (%) (%) (%) (%) (%) Morning 27 8 27 10 28 20 40 96 Afternoon 15 16 9 37 10 14 14 Evening 20 47 37 10 28 29 20 20 29 4 Prime 23 18 9 21 21 60 20 14 Time Late 3 7 9 11 3 43 43 Night After 12 4 9 11 10 14 20 midnight Total 100 100 100 100 100 100 100 100 100 100
* Morning (6.00-12.00), Afternoon (12.00-2.00), Evening (2.00-7.00), Prime Time (7.00-10.00), Late Night (10.0012.00), After midnight (12.00-6.00)

As shown in Table 1 above, prime time news are on at 8pm on all channels. This is the time when most head of households are in and it is just before or after dinner (depending on ethnic dinner time routines). In the mornings between 7am and 9am, entertainment genre that is the talk shows and information format is on. This slot is packaged to accommodate the office workers (to be updated prior to office) and housewives. Issues aired are meant for them such as health products for married couples, adoption for childless couples, maid problems, house renovation issues, etc. This genre is liken to reading the morning newspapers and hence, the audience will be updated with current events for the day. In the afternoons, social dramas and movies occupy the on air screens of both free-to-air and satellite television. The early evening hours are filled with cartoons and dramas to cater to both the children and the tired after office workers. After prime time news, the best 8

program of various genres that have been identified as popular are aired till past 11pm. Since television viewing became part of everyday family life, members of the family including the adults, young adults and children would gather at specific time to focus on the television sets that have been placed either in their living room or television room for those with the luxury of space. Inasmuch as the closeness of family members occur as a result of physical proximity and program sharing, however the blurring of childhood and adulthood as a consequent of the information flow through both audio and visual means have had some controversial results (Meyrowitz, 1985; Croteau and Hoynes, 2003, Latiffah et.al, 2002). In reference to Table 1 above, it can be noted that most channels air dramas and talk shows in the mid-mornings, afternoons and during prime time. Through television young people everywhere can get an insight into the lives of adults whether at work, their romances and infidelities, politics, humour, violence and sexuality. Studies have indicated that young people do learn from the television but do they comprehend the meanings as the adults present or intended in the program itself? And what about the cross cultural consequences for instance for children and adolescents viewing a love scene that have slipped the local censorship unit? Or, to listen to a discussion on sexuality such as the topic of Down Low that was discussed on Oprah at noon last July 2004. This topic discussed the sexual preferences of African American males who were bi-sexual and preferred sex with other males merely for sexual gratification. They described themselves as distinct from homosexuals. If such a topic appeared difficult for an adult to grasp then imagine how a fifteen year old would respond to it. In most Malaysian homes where two working parents are the norm for families, then the adolescent would be at home either alone or in the company of a maid. Who is there to prevent him or her from watching the program or to clarify the issue with him or her after the program? (Gunter and McAleer, 1997; Mullen, 1997) 9

Although the debate on censorship is an on-going one, there is censorship yet there are still numerous scenes and dialogue that seemed to slip by the censors. Many adults and young people alike have lamented their discomforts at sexually suggestive scenes when viewing programs with other family members especially those of the opposite sex. Although they are fully aware and accept it as a natural part of adult life they find its inception into programs aired during prime time which is regarded as family time and in the midmornings and afternoons to be insensitive to the lifestyle and values of the locals (Latiffah, 2003, 2004). There are also in addition, concerns by many adults that the messages or images portrayed maybe contradictory to what has been conveyed to the children either as cultural stories or parental guidance. And in such instances when this occurs, how is the discrepancy to be resolved for it threatened to either undermine the cultural or parental words or, reject the current information which seemed incomprehensible to a young person. As Toffler (1980) predicted that with global transformations the role models in societies will change from the teacher, the priest and family to those in multiple channels such as the mass media. In comparison, the three major networks in the United States ABC, CBS and NBC filled their mornings with talk shows, cooking and gardening shows as well as fitness programs (TV Guide, July, 2004, March, 2005). The NBCs Today Show is the equivalent of the morning newspaper. (Croteau and Hoynes, 2003). In the afternoons, the soap dramas take over with repeated themes of love, romance and infidelities. Similarly, late afternoons feature cartoons and programs suitable for the young. Prime time programs include sitcoms, crime and science fiction dramas, reality shows of the romantic, exploring, sorts and entertainment type are on. Movies and talk shows are aired later in the evening. As such the scheduling of program genres of both the American and Malaysian television stations has similarities. These rather coincidental similarities in programming schedule make one wonder if the prominent 10

global media players do not have a hand in this. Again, the issue of program scheduling that seemed to provide a structure to the everyday lives of common people everywhere arises once again. It has been noted by many scholars that people (who in turn are audiences) organized their daily activities around television programs. The concern here is that perhaps, this structuring of programs that is patterned after the American channels and lifestyle may not necessarily be suitable or convenient for another culture and in this case, Malaysian society (Spigel, 1992; Silverstone, 1994, Latiffah et al, 2004, Samsudin and Latiffah, 1999). As for the languages in which these programs are transmitted, a look at Table 2 that depicts only data for the free- to- air stations reveal that although English is the predominant language of broadcasting, nevertheless Chinese language is on the increase. And this has yet to include the 9 channels in Chinese language on ASTRO or the soon to be launched MiTV.

Table 2: Language analysis of television programs Language RTM1 (%) 86 14 RTM2 (%) 36 27 19 9 3 3 3 100 TV3 (%) 51 37 7 2 1 1 1 100 Channel NTV7 (%) 16 51 27 4 2 10 100 6 100 100 8TV (%) 55 39 Channel 9 (%) 13 35 10 15 17

ML EL CL TL HL FL SL IL JL Total

100

* ML (Malay language), EL (English language), CL (Chinese language), TL (Tamil language), HL (Hindi language), FL (Filipino language), SL (Spanish language), IL (Indonesian language), JL (Japanese language)

Although RTM 1 airs 86% in the Malay language, RTM1 happens to be the least watched television channel in the country (Latiffah et al, 2002, 2003 and 11

2004). In addition, the focus group data revealed that most informants including Malays spend about 50% of their total viewing time on Malay language programs. Chinese viewers spend almost 75% of their time on Chinese programs while Indians divide equally between English, Malay and Indian language programs (Latiffah, 2003 and 2004). Furthermore although the percentage of Malay language programs is high, they are mostly news, magazine, musicals, game shows and a few dramas and sitcoms. As such today, the Chinese language programs which are mostly dramas rival the English language programs (American based). The popularity of Chinese language programs also seemed to cross the ethnic boundaries since both Malays and Indians also enjoy the Chinese dramas. It is the plot and storyline that appeals to them and they rely on the sub- titles to get through the shows. It should also be noted that ASTRO offers specific packages of various genres aired 24 hours a day such as Emperor and Dynasty in the Chinese languages. These packages are the most popular in ASTRO. This would significantly increase the Chinese language content for local viewers considerably.

Implications on norms and values: Focus group discussions In order to understand further the role of television programs in the everyday lives of their audience, sixty young people were gathered in small groups of five to discuss the issues. Guided by the social constructionist viewpoint on doing reception studies of audiences, the discussions were further defined by looking at the entire interaction as the object of analysis. The informants make up a natural group since they shared homogeneity factors that bring them together. Thus the discussion sessions were more like a conversation where I as the interviewer receded into the background as the informants began to talk back and forth, asked questions and clarification from each other and continued the conversation. I would interject only to encourage further talk or to elicit clarifications or when I felt that they have wandered off the issues. 12

i). gathering of informants Twelve groups of young people between the ages of 20 and 25 were formed in six states that is Selangor, Malacca, Perak, Penang, Pahang and Johore The informants were selected based on several criteria including, age, gender, ethnicity, family socio-economic status, locality, satellite television (ASTRO) subscription and the availability of all other free-to-air stations either direct or through ASTRO services. This particular attention to the criteria of receiving all channels is important so as to ensure that all informants have the same potential with regard to selection of channels and programs. All informants have minimum STPM or A levels equivalent educational qualifications. One third of the informants are attending the public universities, one third are attending private universities and colleges while the remaining one third is working.

ii) focus group interviews Each group has five informants with a combination of either two males and three females or three females and two males. Three groups are divided according to ethnicity that is one group of Malays, Chinese and Indians while the other three groups are interethnic in characteristic. The reason for these two sets of ethnic groupings is merely to allow for more free flow of discussions between the various informants and it is also to ensure that informants are not restrained to express themselves with the other ethnic groups. Two sessions are conducted with each group. For the second session, the groups are rearranged such that those that were previously within one ethnic group are now part of the multiethnic group and vice-versa. The focus group discussions are conducted using a thematic based interview guide and each session was between 40 to 50 minutes. The data gathered is transcribed and organized according to the frame of analysis that is constructed based on the assumption statements that are derived from the research questions.

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iii) frame of analysis For this study, data were organised into two categories that is media use and media content. It is felt that these categories make up the components of media consumption. The media content especially in the information part comprise of information that the informants have gained and have included into their everyday lifestyle from any media content. It also included their aspirations and assumptions. The data was therefore organised according to the following categories; Media use: duration, time, location Media content: channels, genre, languages, information

Construction of meanings: The analysis The group of sixty young people revealed that various media and communication gadgets such as the radio, mini compos, Discman, television, personal computers with Internet, and hand phones are common features in their personal everyday lives. Every one of them owned a hand phone, a radio or mini compo, shares the television with other family members and either share with siblings or uses the personal computer at cyber cafs or colleges. The usage of these items is on a daily basis. As for television viewing, the informants mentioned that they have reception for all the available channels.

media use The informants either live at home with their parents and siblings or reside

in the dormitories of the local universities. For those living at home then television viewing is in the living room in the company of family members. However there are times when they watched a program with their friends, as was the case in the recent EURO 2004. For those residing in the universities, daily viewing is at the colleges or libraries in the company of peers. During the weekends and term breaks they would watch television with their family members.

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On an average week, these informants noted that they spend between 3 to 4 hours a day in front of the television. The number of hours increased slightly during the weekends from between 4 to 6 hours.
About 3 hours at night only In between my work at the library maybe 1 hour and 1 hour or so at the dorm Id say 4 hours and more if theres a sports event Sometimes 5 hours but not at one stretch2 hours and break

As mentioned earlier, informants watched television at home with other family members and at the colleges with their peers. Many remarked that it is more comfortable watching certain programs with their peers.
Mostly I watch TV with my parents especially the 8 oclock news, then drama with my mom and brothers I prefer watching the dramas with my friends in college because of the love scenes, gets to be uncomfortable with my father and younger sisters Sometimes even in the afternoon on weekends the Hindi or American programs show acts that are so embarrassing like women sitting on top of men and moving their hipswe know what that means even on Hallmark dramas like last Sunday at 9pm! Watching TV is a family time for ushalf the time we talk and do other things like eating even dinner while watching it Ever since I was small I watch TV with my mom, my dad sometimes and also with m y brothers. Yes, I agree that the sex bits are most uncomfortable and worst my dad would change channelsmore obvious actually

It is interesting to note that although violence is a concern by western audiences, nevertheless these local young adults seemed oblivious to the violence on-screen. Perhaps, the editing fingers of the censorship board have left their patent on these segments and what is aired on screen is less violent. It is the sexual content that leaves much to be desired.

media content: genres, channels, languages, information 15

There are several genres that are popular with these young informants. These include the sitcoms, documentaries, reality of musical, sports or romance theme, action and investigative and the movies. Cartoons surprisingly are not just for kids anymore but rather a popular choice among these young people.
Amazing race, Fear Factor, Ripleys, Survivor and local ones too like the Explorace I like the comedies as they make me happy after a tiring and sometimes boring daylike Pua Chu Kang, Senario, I only watch ASTRO so I watched Discovery, Travel and all the Chinese channels for the dramas, sitcom and movies cartoons like Samurai Jack, Disney ones and even cow and chicken Me tooChinese channels like Wah Lai Toi Phoenix, Shuang Xing II, TVB 8 Mostly the Chinese channels because I like watching shows in my language TV 3 is my favouritenew shows of all types in English and Chinese TV 3, Vaanavil and all the HBO, Cinemax, Hallmarkthe movies and dramas NTV 7 and TV 3 for the new shows in English and Chinese but for Chinese shows better for the ASTRO package. Sorry to saybut I dont watch the Malay shows except for Pua Chu Kang Thats not Malay but English in Malaysia lah

Overall, these informants all have a preference for programs in English that are imported from the United States rather than those from Britain. Many remarked that other than the comedy Mr.Bean many just do not get the humour in the British comedy. They attributed it to their limited command of the language and knowledge of the English culture. Many felt that they know more about the United States having gained the information from the television programs, magazines and the newspapers. All informants from the three ethnic groups seemed to agree on this point. However, they differ along ethnic lines when asked to list their top programs as well as their top channels. The Malay informants identified TV 3 as their favourite channel with NTV 7 and the ASTROs SWR, RIA, PRIMA and the movie channels. The Indians listed NTV7, TV3, Vaanavil and 16

ASTROs SWR, Discovery, AXN and the movie channels. The Chinese informants on the other hand listed ASTROs Wah Lai Toi (drama) and TVB 8 (entertainment) as their popular channels followed by NTV7 and ASTROs movie channels. It is noteworthy that all the informants seemed to agree that TV3 and NTV7 are their two most popular channels. However, the Chinese informants pointed out that their preference for NTV7 is not just for the English language programs but more so for the Chinese language programs. This view is unlike that of the Indians and Malays whose preference for TV 3 and NTV7has more to do with the English language programs and several Malay ones such as 999 and Res Q.
I like NTV7 the western but more the Chinese I dont watch any Malay drama or showno reason I watch Hindi movies a lot because of the dancing and the beautiful actresses and actors. I also watch English language drama and a little of Malay Mostly Chinese and then English In the library, I have no choice because the Chinese drama is on so I just watch and its good

In addition, the Chinese informants expressed their satisfaction in the Chinese language programs especially the drama, sitcom and musicals since they cater to their need for cultural information and to be entertained by their favourite international Chinese artistes. Many informants felt that they learn many new cultural stories and practices from the dramas. However, when asked whether they would prefer to reside in those countries or not, they responded with a firm No. Given a choice they would reside in either Australia or United States.
I know more about my culture now from the TV dramas and I feel that we Chinese here do not know culture I agree, now I want to visit China and Taiwan to compare

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The real customs are from China and I feel proud to be Chinese because of those drama I like western shows also but any time I prefer watching in my language I am English educated but I enjoy Chinese movies, songs, its about my culture I know more about their current affair than whats here No, I prefer to live here anytime Me too, only to visit

Media consumption and implications on norms, values and beliefs: A discussion Malaysia with her multi-ethnic population prides herself in being able to sustain the delicate balance between the three majority ethnic groups that is the Malays, Chinese and Indians through the enactment of several policies, laws and acts that run throughout all levels of the society. There are also numerous campaigns and efforts at national and local levels to promote and instil a harmonious way of living amidst the diversity. Although, the tranquillity was disrupted momentarily in 1969 and on a smaller scale as recent as in 2000, the nations record as an exemplary multi-ethnic society is certainly much better than most other nations. Today, spearheaded by the WAWASAN 2020 that is the current policy aimed at creating an informed and knowledgeable society within the framework of local values and spirituality, all policies and institutions are therefore geared towards achieving this goal which will move Malaysia to the status of a developed nation by the year 2020 (Latiffah, 2001). Inasmuch as it may sound appalling to many that our everyday lifestyle and routines are patterned by the scheduling of television programs, it may also be well received by numerous others who appreciate the order and structure that exist on account of that programming. However, as revealed by the data in Table 1, the scheduling of the local programs and selected genres are in line with their counterparts in the United States. Now whether this is coincidental or a strategy of the global media players or not, this data is 18

unable to ascertain that. Nevertheless, what can be inferred is the tendency towards homogenizing of daily episodes across various societies. That is, the ordering of our daily routines follows the American norms, for example, in the mornings between 7am and 9am is shown the Selamat Pagi Malaysia which is in a similar format and genre as the Good Morning America Show. And the genres remained similar throughout the day and night. And although this may not be altogether bad for everybody it may also not be altogether good for anybody for our local needs, priorities and necessities differ from those of the American. However, due to the reordering or replacing of our routines as an indirect result of the programming, we have had to alter or downplay our episodes of living so as to accommodate the window to the world in our homes. If we do not as most informants mentioned, we feel left out and what if there is something really importantcant risk not being part of it all This is a rather sad note that indicates how our young adults view themselves as being in this spiral of connectedness or worst, the quicksand. It is obvious that with the increasing number of channels, programs, genres and languages the young adults have the opportunity to select according to their personal preference and omit anything they deem as irrelevant. Prior to the 1990s, most anybody with a television set will have to listen (whether they want or like) to the local news, events and public policies that gets coverage either as news, documentary or drama items. In a sense, these implicit national integration agenda gets passed on. Today, it is a totally different scenario since most of the young adults do not tune in to RTM 1 or RTM 2 or view local productions except for those of the reality and entertainment genres. Their eyes, ears and subsequently their minds are tuned outwards if not to the United States then it is to China, Taiwan, Hong Kong, India, Japan, Korea and the Latin American countries. To the earlier concern of media imperialism of western cultures, a look at the local programming revealed that although programming is scheduled in line with their American counterparts, nevertheless the many genre slots are increasingly being filled with either local, Asian or others (non-western) 19

programs. These non-western shows are popular especially those in the Chinese languages (all genres). While dramas in Indian, Indonesian, Korean and Latin American languages are popular with local audiences. In a focus group study of television audiences (Latiffah, 2004), not understanding the language is a non-issue for although they comprehend the Malay language they still opt not to view local Malay drama programs. It is instead the themes, plots, storyline and quality of acting and production that appealed to audiences. They found in these Asian and Latin American dramas an alternative to western in particular American soap dramas where the storyline carried values and concerns that are beyond their simple comprehension as well as the realities of their daily lives. It is in the recurring themes of these dramas that relate to their norms, values and concerns that became the appeal factor. The informants cited instances in particular dramas such as Winter Sonata (Korean) where the love relationship between a young couple was carried on similar to how they would have done it. Similarly, Simplete Maria ( Latin American) showed the struggles of a young woman from a poor background. The plot as well as the scenes depicted was readily absorbed by local audiences as they similar to life in Malaysia. Prior to the airing of such foreign dramas, local audiences had no choice but to view American soaps like Dynasty, Dallas or, the Bold and Beautiful with storylines that are beyond their grasp at times. As such, the global media conglomerates have through their partnerships with various local networks throughout the world brought into Malaysia programs from various other cultures i.e. Asian and Latin American. These programs are popular and rival their American counterparts since they provided local audiences with their recurring cultural themes. Thus, making this foreign content somewhat familiar and personal to local audiences. In addition, the aggressive global media industry have led to the growth of the local industry that is, with the establishment of more private stations, international partnership of the satellite station as well as the increase in local production houses that today generate more local programs. And as a 20

consequent, there are today more quality programs in Malay and although the genres may be patterned or adapted from the western as with the game shows, reality shows, magazines, documentaries etc. The popularity of these programs have made Malay once again the medium for broadcasting. Prior to 1985, Malay was more often than not heard only during prime time news especially by non-Malay viewers. Popular programs as revealed by the ratings of Nielsen Media Research 2004 showed that the top ten programs (not including ASTRO) included local productions in Malay such as 999, ResQ, Explorace, Majalah 3, Akademi Fantasia, Malaysian Idol, Misteri Nusantara and the primetime news on TV3. So what does this generation of young people have to say about everyday living as Malaysians? To most of them this is a taken for granted fact of life as one young Chinese lady remarked, we are hereisnt that enough? Or as another young man quipped, I though we are supposed to be looking outward, you know global mindedso whats the big deal about national identityI know who I am.. That statement may be true but in the quest to be part of the global community are we also unknowingly are in the process of rupturing that which we have worked and sought to build for decades? In particular, the growing number of young Chinese adults who openly declare their admiration and interest for China, Taiwan and Hong Kong is astounding. Given a choice they want to live their lives just like their counterparts in those predominantly Chinese countries. They felt that their Chinese ways are unauthentic and look towards China and Taiwan as the purveyor of true Chinese culture. Hence, their preference to view programs in the Chinese language is understandable within these cultural needs. There is an increasing need to learn more of their culture, in terms of customs, rituals, religious beliefs, political system, places, events and people of significance. In short, they are interested in everything Chinese; that which would give them a better sense of being Chinese. Perhaps, the quest to be one of the global players and be part of the developed nations have made us lose sight of what is important and still very 21

much in need of attention in this young nation of ours: connectedness between ourselves and not just with the rest of the world. The unending distrust and suspicion of the western media and their threat on our local cultural ways have caused us to turn a blind-eye to the possible harm in the guise of familiar and recurring cultural allies. One that is just as capable of disrupting our local ways (intentional or not). Perhaps, it is about time that we re-look at some of our local ways that may have hindered or made one of our own feel less or unwelcome. Such patterns of identification with any foreign cultural community needs to be addressed within the local communities themselves so as not to alienate or isolate particular communities that may result in cultural enclaves within our local communities. It would be a setback for ethnic integration and disrupt the path towards the realisation of Wawasan 2020.

Conclusion The shift in media policy from one of protectionism against global media to one of direct involvement in the local media industry either through subsidies, quotas of local content, partnerships in the industry as well as providing a conducive environment for the growth of local production houses and television stations has been a workable move for Malaysia. Today, there are more production houses and television stations than ever before. Thus, offering more channels and program genres to the audiences. Although, many in the local communities still regard western-based media with suspicion and a bad influence on the young, one must recognize the fact that the media is but one of the many factors affecting cultural change in any society. In light of the countrys vision to be a developed nation by 2020 and the opening of the Multi-Super Corridor that encourages the growth of the ICT related industry, a continued protectionist policy on broadcasting that curbed the growth of local industry and their foreign partnerships after 1985 would have detrimental effects on the society as a whole. The situation would have 22

been an unbalanced one whereby, there is open-skies for the Internet and close-in with the media. Instead, the increased interactions with global media have led to a more vibrant growth of the local industry and the opportunity for local audiences to view programs with similar cultural flavour (Chinese, Indian, Korean, Japanese, Indonesian, and Thai) and in a way, minimize the homogenizing tendencies of western media globalization and move toward a regionalization or Asianisation.

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