The Television Advertising Framework in Malaysia and The Salience of Ideals for Malay Muslims and Malaysians: A Framing Perspective for Nation Building

Abstract

Malaysia has the ambition to be a developed country by 2020. The goal of creating a cohesive, united, and ethical community is accentuated in the country's Eleventh Malaysia Plan that is part of the nation's endeavour in becoming a developed nation. There are several guidelines and codes issued by government organisations that regulate or encourage the self-regulation of television advertisements in Malaysia. This study uses framing theory that, according to the literature, refers to the attributes selected on a particular issue that form a narrative making them more salient than others. Framing theory is often used in studies on news stories. This study took on a different stance as it examined the television advertising regulatory framework in Malaysia instead of news stories. There is a research gap with the dearth of previous studies on regulations, culture, religion and framing. The study was with the aim of identifying frames that represent Malaysian and Malay Muslim values. It is a significant study as it contributes to current literature, uncovers how the government guides television advertising for the diverse Malaysian audience and provides a better understanding of the framework in relation to nation building in Malaysia. Five frames were generated from the framework examined and evidence was gathered from the Qur'an and Sunnah. The study finds that the frames generated represent the balance between the moral and material dimensions of life underscoring the concept of wasatiyyah that defines the moderate lifestyle in Islam.

Malaysian Media Coverage of Palestinian Presidents’ Image during Crises 1996-2016

“…Mostly, the use of theory of framing on news stories and is related to the attributes chosen on specific issue that shape a narrative to make them more prominent than others (Mokhtar 2018). Frames are enhancing or introducing the apparent and availability significance of specific ideas to evaluate a political topic.…”

Self-regulation practice of advertising industry in Malaysia: Outlook of industry players awareness and application.

“…On September 1st, 2004, the Content Code was originally registered with MCMC after being created by the Content Forum (Content Forum, 2021). The Communications and Multimedia Content Forum of Malaysia, which serves as an industry self-regulatory body, is made up of important players in the communications and multimedia content sector, including advertisers, broadcasters, content producers or distributors, audiotext hosting service providers, internet service providers, and civic organisations (Mokhtar, 2018).…”

“…As the general public is receptive to advertisements that insult their religious beliefs, advertisers were under pressure to take the Muslim community's sensibilities into account. Even though they are permitted to be advertised in other media, some goods that are forbidden by Islam are not allowed to be advertised on television or the radio (Mokhtar, 2018). Along with religious restrictions, advertisements that are insensitive to other cultures are also forbidden or limited from being shown to consumers in an effort to prevent animosity toward any race in which the category of advertisements carrying insensitive content towards their culture or way of life is represented (Rasit et.…”

Framing the First Palestinian General Elections by Malaysia’s New Straits Times

“…Entman introduced the theory of framing which refers to the attributes chosen on a specific issue, which shapes a narrative that makes them more prominent than others. The framing theory is usually used in the studies about news stories (Mokhtar, 2018).…”