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Communication and Culture Research News of Univer s iti Putra M a l aysi a EXPL ORING RES EARCH • INS PIRING INNOVATION RES EARCH M ANAGE M ENT CENTRE ( R M C ) ISSN 012 7-9 3 9 4 ISSUE 03/2019 “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” - NELSON MANDELA SPECIAL HIGHLIGHT MalayHeritage Museum Language, Communication and www.rmc.upm.edu.my www.facebook.com/rmcupmpage Culture REACHING OUT Research Personality Research Management Centre (RMC) Published by Office of the Deputy Vice Chancellor (Research & Innovation) Universiti Putra Malaysia Press Assoc. Prof. Dr. Siti Zobidah Omar Universiti Putra Malaysia 43400 UPM Serdang Selangor Darul Ehsan DYSLEXIA KNOWLEDGE Tel : +603 – 9769 1290/1394 E-mail : [email protected] Tel: +603-9769 8851 / 9769 8429 TRANSFER PROGRAMME Website : www.rmc.upm.edu.my/majalah_synthesis-3243 Fax: +6 03-9769 3623 E-mail: [email protected] Website: www.penerbit.upm.edu.my Contents Cover Story 4 Enhancing Market Access of Malaysian Palm Oil Exports through Advocacy and Communication Strategies Research Highlights Research Group • Warisan Alam Budaya & Reka Bentuk Islam (WARIS) Innovation 8 • Lajur Ampuh Membaca Bahasa Melayu LAMBM: Innovative Approach to Facilitate the Learning of Malay Language Innerative • DYSLEXIABELAJAR: Malay Language Mobile App for Dyslexic Children UPM Commercialization 12 STAR KIT: Storytelling Augmented Reality Kit Research Personality 13 Assoc. Prof. Dr. Siti Zobidah Omar Featured Articles Editorial Team Science & Technology PATRON • Successful Implementation of Information and Communication Prof. Dato’ Dr. Zulkifli Idrus Technology Integration in Malaysian Public Schools: An Activity 16 systems analysis approach ADVISOR Social Science Prof. Dr. Mohammad Hamiruce Marhaban • Age of Acquisition of 299 Words in Seven Languages: American English, Czech, Gaelic, Lebanese Arabic, Malay, Persian and CHIEF EDITORS Western Armenian Assoc. Prof. Dr. Mohd Shukuri Mohamad Ali Reaching Out Prof. Dr. Goh Yong Meng • Language Carnival: A Collaboration of UPM and Sultan Alam Shah GUEST EDITORS 18 (SAS) School Putrajaya • “Program Pemindahan Ilmu Disleksia”/Dyslexia Knowledge Dr. Rosmiza Bidin Transfer Programme Prof. Dr. Vijayaletchummy a/p Subramaniam Special Highlights EXECUTIVE EDITORS 20 • Tracing the Wisdom of the Malay History with Museum Warisan Joliah Hussin Melayu, UPM Engku Liyana Zafirah Engku Mohd Suhaimi News Nur Syahirah Ibrahim • Sarawak: True Model of Malaysian Unity ASSISTANT EDITORS • Rural Entrepreneur Development Project Carnival Yusnita Tugiran • ‘Skyridder’, an Innovation by Langit Putra to Facilitate Campaign Against Illegal Lamppost Advertisements Yushaida Yusof Noorhayati Fazlul Haque 22 • Diving World Champion, Jun Hoong Earns a Bachelor of Communication after 10 years Hafliza Hussin • CanMERDEKA Career Carnival Helps to Provide Employment Mohd Azman Ahmad Opportunities for Cancer Survivors Noor Azwana Mohamed • UPM Joins the Commonwealth Asia Region Senior Officials for Zainal Abdul Kadir Youth Meeting Book Highlights PRODUCTION EDITOR Kamariah Mohd Saidin • A Basic Guide for Dyslexia Symptoms Intervention • Bahasa dan Pembangunan Masyarakat Orang Asli GRAPHIC DESIGNERS • Hang Tuah: Catatan Okinawa Jamak Aton Habi Mahmood • Bijak Imbuhan: Awalan meN- & peN- Mohd Fikri Abu Bakar 26 • Hang Tuah: Catatan Vijayanagara • Interaksi Sosial dalam Penyampaian Cerita Rakyat Melayu PHOTOGRAPHER • Kontrastif Bahasa Arab – Bahasa Melayu Muhammad Ezham Hussin • Antologi Puisi: Sekuntum Bunga Bahasa di Tangkai Bangsa Berakar Budaya Bertunjang Agama Letters to Editors If you have any comments and suggestions about the content of the publication, please e-mail to [email protected]. The editors reserve the right to edit articles before publication. The publisher of Synthesis neither endorses nor is responsible for the accuracy or reliability of any opinion, advice or statement published in this magazine. Under any circumstances, the publisher of this magazine will not be liable for any loss or damage caused by reliance on the advice, opinion or information obtained either explicitly or implied through the contents of this publication. Editorial OMMUNICATION has existed since the beginning and interesting for dyslexic children through a special C of mankind, but it was not until the 20th century mobile application called DyslexiaBelajar. This learning that people began to study the process. Language style employs the learners’ visual, auditory, and kinesthetic is central within a cultural system, shapes speakers’ sensory experiences and improves their mind-mapping different assumptions and world views, and is key to abilities. Another successfully commercialised innovation communication. It is no doubt that communication plays is “Star Kit: Storytelling Augmented Reality Kit”. It is an a very important role in everyone’s life as it can act as a interactive package to help children tell stories for a holistic source of information, help people to socialise, and alter development of a child. It comprises of printed books, an individual’s attitude. Communication and other social paper figurines and printed board with trackers and grid for sciences researchers draw on each other’s works to Augmented Reality (AR) app to be displayed and recorded study language and culture. During the European Middle on tablets or smartphones. Images of children story-telling Ages and Renaissance period, grammar, rhetoric, and can then be transmitted to computer screens, tablets and logic constituted the entire trivium, which is the base of smartphone. the system of classical learning in Europe. The use of various research methods and theoretical frameworks Universiti Putra Malaysia (UPM) is also ‘Reaching Out’ has also resulted in a rich interdisciplinary nature of the to the society by spreading language awareness and work. Therefore, the main goal of this issue is to sketch transferring knowledge, as through a language carnival the negotiations of the areas, and the study of language conducted in the Sultan Alam Shah School in Putrajaya and culture in the communication disciplines among our and also a program called “Transformasi Ilmu Disleksia” researchers. which was conducted in Sepang. Read on to find out more. The articles in this issue are divided into nine sections This issue also highlights interesting coverage on cultural and dealing with the relationships between language, initiatives and innovation. The element of Islamic culture communication and culture. Discussion on Communication is successfully integrated into architecture designs by highlights media studies and campaign. The Cover Story Warisan Alam Budaya & Reka Bentuk Islam (WARIS), a features the Malaysia-Europe media negotiation on the palm Research Group that focus specifically on the culture and oil crisis. Despite the enormous benefits of palm oil industry heritage of Islamic design. WARIS was founded in 2013. in Europe, several issues are being portrayed negatively in It is responsible to systematically document, analyse and the media with significant impact on the development of disseminate the intrinsic quality of our authentic culture the industry. The issues include, health, biodiversity, carbon and fragile heritage as a lesson to be reconstructed in our emission, deforestation, price instability, smear campaign modern and contemporary culture and community. Another from importing countries, tariff and non-tariff trade barriers, interesting heritage documentation is featured in the and competition from other palm oil-producing countries. ‘Special Highlights’ section, the Museum Warisan Melayu. Therefore, identifying specific communication strategies It features the uniqueness of the Malay heritage with its and contents are crucial in disseminating our arguments outstanding collection of textiles, apparel, weapons and in Europe to penetrate their media, non-governmental household equipments. The museum, located within the organisations, government bodies and politicians, and to compounds of UPM, also has four traditional Malay houses make our case on palm oil heard, loud and clear. aged about 100 years old, which allows visitors to explore and learn about Malay craftsmanship and architecture. The language studies section highlights great ‘innovations’ to cater for special needs derived from language-related Our culture, our traditions, our languages are the studies. Lajur Ampuh Membaca Bahasa Melayu (LAMBM) foundations upon which we build our identity. We hope is an innovative teaching aid for the basic learning in the everyone enjoyed reading this edition, as much as we Malay language. LAMBM was created and produced to enjoyed bringing this edition to fruition. Read on and enjoy solve the inability to read in the Malay language among the journey through language, communication and culture. students. Learning the Malay language is also made fun Dr. Rosmiza Bidin Prof. Dr. Vijayaletchumy Subramaniam Department of Communication Department of Malay Language Faculty of Modern Languages and Faculty of Modern Languages and Communication Communication Tel: +6 03-9769 8791 Tel: +603-9769 8680 Email: [email protected] Email: [email protected] Cover Story Enhancing Market Access of Malaysian Palm Oil Exportsthrough Advocacy and Communication Strategies Malaysia is the second biggest producer of palm oil and palm oil products in the world and the country’s economy is heavily dependent on this industry. Despite its impressive performance, the palm oil industry
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