SHS Web Conf.
Volume 33, 2017International Conference on Communication and Media: An International Communication Association Regional Conference (i-COME’16)
|Number of page(s)||7|
|Published online||02 February 2017|
Exploring the Construction of ‘National Unity’ in Malaysia: Framing Analysis of Texts and Audiences
1 Faculty of Languages & Communication, Universiti Pendidikan Sultan Idris, 35900 Perak, Malaysia
2 School of Communication and Arts, The University of Queensland St Lucia Qld 4072 Australia
3 UQ Business School, The University of Queensland St Lucia Qld 4072, Australia.
This paper examines the construction of ‘national unity’ within the culturally diverse society of Malaysia. It does so through a framing analysis of 102 recent Malaysian government advertisements. Audience responses, based on a series of focus group interviews, were also analysed. Although the power of visual advertisements comes from its capacity to blend fact and emotion, to engage audiences, and to add the narrative complexity of ethnicities, this paper also discovers a struggle over the meaning when the frames become contested. The findings suggest that multiple, often conflicting frames are involved in making sense of ‘national unity’ for different stakeholders, yet contested narratives of nationhood and ethnic identity is a central theme of the analysis. This paper contributes to a critical understanding of ‘national unity’ beyond culture, images and identity of multi-ethnic groups from two different narratives: the government through which discourse is constructed and the presence discourse of ethnicity.
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.