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The Local Content Industry and Cultural Identity in Malaysia

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The Local Content Industry and Cultural Identity in Malaysia Journal of Media and Communication Studies Vol. 2(10), pp. 215-220, December 2010. Available online http://www.academicjournals.org/jmcs ISSN 2141 – 2545 ©2010 Academic Journals Full Length Research Paper The local content industry and cultural identity in Malaysia Samsudin A. Rahim* and Latiffah Pawanteh School of Media and Communication Studies, Universiti Kebangsaan Malaysia, 43600, Bangi, Selangor, Malaysia. Accepted 22 November, 2010 The expeditious growth of the local media industry is a catalyst to the escalation of the local content industry. The content industry does not merely create and publish content in the forms of information, entertainment and education programmes, but is construed as an industry of culture that disseminates society values, lifestyles and norms to its target audience. In the globalisation process, the growing sentiment of concern is that the unrestricted flow of media content may unconsciously influence the younger generation into incorporating foreign culture into the current environment. For content relevant to the needs of the younger generation, it is preferable for local content to be accorded a higher ratio in the media industry. Conclusively, the ratio figure should be determined based on the objective of transforming media audience into informed and knowledgeable citizens and not merely consumers who chart the ratings or profit of the broadcasting stations. Key words: Local content, cultural identity, Malaysian media, media industry. INTRODUCTION The growth of the Malaysian media industry has merely create and publish content in the forms of exploded since the 1980s, concurrent with the following information, entertainment and education programmes, steps undertaken by the government; liberalising control but is construed as an industry of culture that towards print media, privatisation policy of broadcast disseminates society values, lifestyles and norms to its media, as well as thrust of Information and Communi- target audience (Chong, 2000; Grixti, 2006). According to cations Technologies (ICT) in management, business Nesbitt (2006) in terms of national cultural content, it and in the everyday activities of society. This exponential seems that citizens and national institutions have less growth of the media industry is correlated to the content and less choice but to do anything other than negotiate in industry. The positive impact of this unprecedented the process of cultural globalization. The individual growth on the nation can only be viable if accompanied negotiates cultural identity through media messages in an by suitable media content. The local media industry is environment characterized by a steadily decreasing heavily dependant on imported media content as amount of pure (minimally market-biased) content with currently, demand supersedes supply. respect to national culture and identity. The expeditious growth of the local media industry is a The unplanned development of the content industry not catalyst to the escalation of the local content industry. only generates inappropriate information but also spreads However, it is imperative to ensure that this augmentation materials deemed as pleasurable consumption that will yields quality and not quantity. Substantial quality of local influence values, lifestyle and society’s living norms. programmes is a pre-requisite to meet the nation’s and According to Thompson (1997) ‘… the production and society’s aspirations. The content industry does not consumption of cultural representations affect the construction of cultural identities – national, ethnic, religious, occupational, family, sex and gender’. In the era of globalisation where information transcends borders *Corresponding author. E-mail: [email protected]. hence impeding suitable censorship, preserving cultural 216 J. Media Commun. Stud. identity is vital. No nation can disregard the wave of identity of a society. By evoking similarities in rituals, globalisation. According to Held and McGrew (2007), symbols and cultural background, media has the ability to globalisation as a one sided process that is capable of instil the concept of cultural identity amongst its audience. reinforcing if not extending the already unbalanced power In the globalisation process, the growing sentiment of and wealth both between nations as well as the various concern is that the unrestricted flow of media content sectors in a nation. Since today’s media is a powerful may unconsciously influence the younger generation into industry with transnational interests and importance, the incorporating foreign culture into the current environment. preponderant flow of information from western societies Tomlinson (1999) did not deny that the mode of to the rest of the world has engaged the western media in communication in the globalisation process may create issues of cultural hegemony. mediated deterritorialization; a loss of ability to distinguish Banerjee (2002) and McMillan (2001) argued that the culture as per geographical and social environments. growth of local and regional media production and We are vulnerable to the integration and disintegration programming could challenge the very basis of media of culture where foreign cultural elements permeate and and cultural influence on identity. Weber (2003) observed assimilate into our culture whilst simultaneously replacing that in spite of the rapid modernization of Asian countries it with one that is infiltrated with foreign elements. This through linking into global economic growth and relatively eventuality has been recognised by Pieterse (1995: 62), stable political and social order, there remain concerns where he accedes that in the globalisation process, the over issues of cultural autonomy. Instead of embracing introvert culture which has long been in existence as well the global televisual countries such as China, Malaysia as the translocal culture are being shadowed by a foreign and Singapore, attempts are being made to reinforce culture with elements that will eventually be more their local cultural identity. prominent. Facing such a situation, a nation needs to protect its Foreign influences converging into translocal culture sovereignty from the influence of undesirable foreign are not only disseminated directly via global media content. The question now is how will the local content networks’ programmes and advertising, but are also industry respond to the arising demands of the current circulated through the local media network that features environment? This article explores the issues pertaining imported products. The borderless world has allowed to local mass media content. In general the article foreign influence infiltrate local content in the form of local examines the relevance of media content as a cultural characters bearing messages of foreign cultural identity. commodity, the mitigation and availability of content prior The younger generation, avid fans of these programmes, to expounding local content, the ratio of local to foreign have consciously or sub-consciously allowed elements of content and a balanced approach in services rendered. foreign culture to be etched in their values and actions. While we may try to deny the assimilation process, the truth is evident in their choice of food, clothes, aspiration MEDIA CONTENT AS A CULTURAL COMMODITY and values, among others. Ohame (1999) in his observation on the influence of Media content is regarded as a pertinent information globalisation shaping the youth of Japan has commented commodity in a nation’s development. Regulating that the preference for renowned foreign brands for produced media content is vital to the nation’s endeavour drinks, apparels, jeans and shoes has also commodified to develop an information society. According to Bowes perception and social values. According to Ohame (1981), uncontrolled information pollution similar to (1999), the younger generation known as ‘Nintendo Kids’ unchecked industrial pollution, will adversely affect are shifting from acquiescence of traditional values such society. as authority and conformity to becoming more open, Globalisation allows for greater and speedier access to vocal and creative. This trend, according to Ohame, is new content. Although prior consent is required for the due to the advent of technological gadgets such as the inflow of global media content into a nation, in order to computer, computer games and interactive media. prevent the ramifications on national sovereignty, many On the other hand, Strelltz (2003) in a study of the nations do not have the resources to control such ‘homeland’ students in South Africa found that initially invasion (Hall, 2000). The responsibility and task to they appreciated American values, such as material preserve a nation’s information sovereignty should not be abundance, freedom and personel choice due to their borne solely by international agencies. Instead this exposure to American television programmes. However, should be monitored by respective government legislation the ‘homeland’ students resorted to viewed local and the local content industry. programmes when they feel the campus environment Liebes and Katz (1990) commented that the media is alienated them from the main student body. The not only an avenue to disseminate information in order for meanings the ‘homeland’ students take from the local one to be more informed but is to be considered an programmes they watch play an important role in educational opportunity where characters and incidents cementing
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