The Cultural Politics of Instafamous : How Does Hyper-connectivity - PowerPoint PPT Presentation

The Cultural Politics of Instafamous : How Does Hyper-connectivity Shape the Malaysia TV Industry? By: Nur Kareelawati Abd Karim, PhD ( University of Leeds, UK ) Faculty of Leadership and Management UNIVERSITI SAINS ISLAM MALAYSIA

RESEARCH DESIGN & METHODS • FRGS Research Project “Developing a Model of Human Management for Muslims in Creative Media Industries in Malaysia” [USIM/FRGS/FKP/32/50916] • 100 participants • Interviews:  14 managers.  46 creative production workers.  30 production workers (technical)

The Cultural Politics of Instafamous : How Does Hyper-connectivity Shape the Malaysia TV Industry? Objective: Addressing how hyper-connected Malay community has challenged the creative autonomy in, and cultural values of drama production.

THE DEVELOPMENT Industrial Revolution 4.0 Industrial Revolution 3.0 Digital Era McLuhan’s Global Social Media Village, Media Diffusion of Ecology Two-step flow innovation The Internet Era 2010 – (Lazarsfeld et (Rogers, 1962) Industrial 2000s al., 1944) 1980s 1960s HYPER-CONNECTED Post- ACTIVE AUDIENCE WWII PASSIVE AUDIENCE

FRAMEWORK HYPER- CONNECTED SOCIETY BUSINESS MODEL IDENTITY POLITICS STRATEGIC MANAGEMENT MALAY MUSLIMS CULTURAL CREATIVE AUTONOMY VALUES INSTAGRAM/ DRAMA PRODUCTION INSTAFAMOUS

DEFINITION MacMillan Dictionary

KEY CONCEPTS KEY ATTRIBUTES OF HYPER-CONNECTIVITY Always On Not Just Readily About Accessible People Interactive Always Information Recording Rich Source: World Economic Forum, 2012, The Global IT Report, p. 113

KEY CONCEPTS Cultural Values • Malay social emotion of ‘shame’ (malu, propriety) • Personal qualities of ‘ dignity ’ (maruah) • ‘self -esteem ’ (harga diri) Cliff Goddard, 1997

KEY FINDINGS The Cultural Politics of Instafamous • Producers succumbed to the broadcasters’ demand “ Sekarang dia kira follower , kalau banyak followers , dia (broadcaster) ambil. Tak peduli dari segi lakonan ke, dari segi apa pun”. – TV producer

KEY FINDINGS The Cultural Politics of Instafamous • Beauty is King! “[….] Contohnya saya bagi macam pelakon S, muka tak lawa, tapi pandai berlakon. Kita (producers) nak dia berlakon, tapi stesen TV tak nak sebab follower tak ada ”. - TV producer

KEY FINDINGS The Cultural Politics of Instafamous

The Cultural Politics of Instafamous

KEY FINDINGS

The Cultural Politics of Instafamous • Implication for producers’ creative autonomy “ Artis-artis veteran ni bukan semua dia mahukan […]. Kadang-kadang artis muda diambil berlakon jadi orang tua ”. • Commercial vs. cultural values “ Jika kita lihat, produk-produk [artist] itu hanya sebagai suatu komersial sahaja. Jadi direktor nak berkarya pun susah, sebab kehendaknya [TV station] tak dapat diikuti ”.

KEY FINDINGS IMPLICATION FOR CULTURAL VALUES

KEY FINDINGS - Gender Love Relationships VS. Dignity Shame Self-esteem +

“If you want to understand something, try to change it” - Ed Schein (in Küng, 2017) Culture Values = Strategy Success

CONCLUSION • Culture of connectivity: Hyper-connectivity will grow as a business tool, resulting in a connectivity culture in business as well as personal aspects of life. • Participation: Improved collaboration and knowledge sharing result in societal participation. • Corporate social responsibility: Corporations will act out of social responsibility because of an increased cultural intelligence and a deeper appreciation of the relationship between business and society.

CONCLUSION • Instagram is a double-edged sword for the television industry. • A sustainable and vibrant platform for promotional culture. • Risks diminishing cultural values of Malay dramas. • Talent choices strongly influenced by Instafamous, which inhibit creativity rather than elevate cultural values. • Thus, the hyper-connectivity shaped the creative decisions of film and TV producers, • subsequently, lessen the production quality of Malay dramas.