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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:
The Cultural Politics of Instafamous : How Does Hyper-connectivity - - PowerPoint PPT Presentation
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
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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.
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Post- WWII 1960s 1980s 2000s
Two-step flow (Lazarsfeld et al., 1944) Diffusion of innovation (Rogers, 1962) McLuhan’s Global Village, Media Ecology The Internet Era Industrial Digital Era Social Media
Industrial Revolution 4.0 Industrial Revolution 3.0
2010 –
PASSIVE AUDIENCE ACTIVE AUDIENCE HYPER-CONNECTED
THE DEVELOPMENT
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FRAMEWORK
CULTURAL VALUES
HYPER- CONNECTED SOCIETY INSTAGRAM/ INSTAFAMOUS DRAMA PRODUCTION
MALAY MUSLIMS BUSINESS MODEL STRATEGIC MANAGEMENT IDENTITY POLITICS CREATIVE AUTONOMY
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DEFINITION
MacMillan Dictionary
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KEY ATTRIBUTES OF HYPER-CONNECTIVITY
Always On Information Rich Readily Accessible Interactive Not Just About People Always Recording
Source: World Economic Forum, 2012, The Global IT Report, p. 113
KEY CONCEPTS
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KEY CONCEPTS Cultural Values
- Malay social emotion of
‘shame’ (malu, propriety)
- Personal qualities of
‘dignity’ (maruah)
- ‘self-esteem’ (harga diri)
Cliff Goddard, 1997
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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
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The Cultural Politics of Instafamous
KEY FINDINGS
- 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
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KEY FINDINGS
The Cultural Politics of Instafamous
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The Cultural Politics of Instafamous
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KEY FINDINGS
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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”.
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IMPLICATION FOR CULTURAL VALUES
KEY FINDINGS
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Gender Love Relationships Shame Dignity VS. Self-esteem
+
- KEY FINDINGS
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“If you want to understand something, try to change it”
- Ed Schein (in Küng, 2017)
Culture Values = Strategy Success
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- 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
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- 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