The Articulation Between Global And Local Cultural Practices, Elements Or Symbols In The Context Of Malaysian Television Advertising
| dc.contributor.author | Lee, Evelyn Li Ling | |
| dc.date.accessioned | 2016-10-19T01:55:31Z | |
| dc.date.available | 2016-10-19T01:55:31Z | |
| dc.date.issued | 2000-09 | |
| dc.description.abstract | Globalization has led many people to believe that the imposition of western values, lifestyles and culture on the Third World nations has consequently led to the displacement of local cultures, and traditional and authentic cultures are undermined by the dumping of western culture via slick and sophisticated media products. However, nationat or local cultures ru:e not disappearing under the attack of transnational media and their contents. This is because patrimonial cultures are strong and they resist from being so easily overwhelmed and dominated by western cultural elements. Thus, cultural adaptation is an inevitable process. The articulation between the transcultural and the patrimonial is experienced and witnessed everywhere in the world. Global media players have not ignored these articulations and attempt more and more systematically to utilize them in their advertising and promotion strategies. Cultural pluralism and interaction is an wlcontested reality today. More and more cultural spaces are being exposed to other local and national cultures, and more and more people are being involved with more than one culture. Global corporations and advertising agencies are aware of the need to practice local adaptations in their advertisements. They realize that every individual has different habits and cultural practices and that it is impossible to impose a specitic global culture 011 them and expect the global culture to have an immediate, significant impact on them. It is important to note that many advertisements today not only carry underlying global messages. but messages about the local culture as well. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/2766 | |
| dc.subject | Authentic cultures are undermined by the dumping | en_US |
| dc.subject | of western culture via slick and sophisticated media products | en_US |
| dc.title | The Articulation Between Global And Local Cultural Practices, Elements Or Symbols In The Context Of Malaysian Television Advertising | en_US |
| dc.type | Thesis | en_US |
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