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Purpose The purpose of this paper is to propose and develop a distinct perspective from the consumer culture theory in the context of Muslim consumers, marketing and the feminist theory. Design/methodology/approach This paper is based on a critical review of the literature for insights into the consumer culture theory in the context of Muslim consumers, Islamic marketing paradigm and the feminist theory. Findings The study suggests that scholars in the area of marketing may consider drawing on the theory of Islamic consumer culture, film and feminist theory. This theory can be used as a platform to understand the Muslim mind and the related cultural traits to create greater engagement and interest in Malaysian horror genres among local and international audience. The Malaysian local horror genres currently have an interesting blend of Islam, local culture and gender biases addressing the universal concept of good against the evil forces, and this has the potential of offering new experiences to especially international audiences. Research limitations/implications This study is purely theory-based and is aimed at knowledge development in this field of Islamic consumer culture. It also invites academics to engage in scholarly activities toward theory building in this area. Practical implications The study provides directions for areas of possible future research in Islamic marketing, consumer culture and film studies. Social implications This study intends to broaden the research efforts in Islamic consumer culture marketing in terms of innovative ways to serve this growing Muslim market. Originality/value This study contributes to the discipline by providing new perspectives in Islamic consumer culture inquiry in the context of film studies.

While there is support for regulatory fit theory in predicting the communication effectiveness of promotion-framed and prevention-framed messages in advertisements, it is not certain if the theory can be extended to predict the effectiveness of promotion-oriented and prevention-oriented advertising appeals. This study examines the interplay of regulatory focus as well as the endorsement of collectivism and individualism among adolescents in predicting the perceived effectiveness of promotion-oriented and prevention-oriented public service advertising appeals. Data was collected from a convenience sample of 407 Chinese secondary school students aged 12 to 19 in Hong Kong. Results support the regulatory fit theory. Among the respondents, vertical collectivism was not a significant predictor for the perceived effectiveness of either promotion-or prevention-oriented appeals. Horizontal individualism was a significant predictor for the perceived effectiveness of the loss avoidance PSA appeal. Respondents' horizontal collectivism scores were positive predictors for the perceived effectiveness of both promotion and prevention-oriented appeals.

The Hindu Rights Action Force (Hindraf) came to the forefront when it submitted a memorandum to the British Government asserting its rights 1 , and subsequently organized a rally to submit its petition to the British High Commission in Kuala Lumpur. The demonstration by 20,000 2 ethnic Indians from all walks of life was the first of its kind to be organized by Malaysian Indians. The rally shook the nation which later led to the electoral defeat of the Malaysian Indian Congress in the 12 th General Election of 8 March 2008, and subsequently none the better in the 13 th General Election held on May 20 2013. The mainstream Malay news media (Utusan Malaysia) owned by UMNO 3 , and considered a government propaganda tool had perceived the HINDRAF movement to be a threat to the nation. The objective of this paper is to discuss the stand taken by Utusan Malaysia in its objectivity in reporting Hindraf's demonstration. This analysis is important as it was later admitted by the Malaysian government that Hindraf's claims were valid.

Violent video games have been linked to being one of the causes for increased aggressive behaviour and juvenile crimes in many developed and developing societies. This exploratory study investigates the effects of high income and gender on playing violent video games in Malaysia, and how it results in poor academic performance amongst secondary school children. This is a case study for other middle income nations in Southeast Asia, which also have strong Eastern cultural and religious beliefs. Contrary to earlier findings, the results indicated that boys from higher income backgrounds had a higher propensity for playing violent video games than adolescents from lower income backgrounds. The same effect though, is not manifested on adolescent girls. Nevertheless, playing violent video games was positively related to trait aggressive and negatively to academic performance in both the sexes. Our findings shed new light on socio-economic and demographic factors influencing violent video gaming, offering insights to both policy-makers and theoreticians in researching gaming effects.