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SEARCH 5 (2) 2013


Fat Stigmatisation in Slimming Advertisements in Malaysia
* Emily Lau Kui Ling & Zuraidah Mohd. Don

Abstract:

Much is known about the Western female body. In a non-Western context, such as Malaysia, it remains relatively unexplored. This paper explores the representation of the female body in the Malaysian context. For this purpose, a corpus of slimming advertisements was collected over an eighteen-month period (July 2007 - December 2008) from The Star, one ofMalaysia's leading English language daily newspapers. It examines both visual and textual material in selected slimming advertisements portraying the fat female body as unhealthy, ugly and repulsive. Using Kress and van Leeuwen's (1996) visual social semiotics framework, the analysis demonstrates how producers of text position themselves as the authorial voice and engage their readers by several means, especially threats and warnings. The findings show some of the fat-phobic strategies used in the slimming advertisements and how they work to 'scare' women into the relentless pursuit of body slimming. At the same time, it shows how overweight women are marginalised and discriminated against. The slimming advertisements, in this light, can be seen as one of the carriers of a dominant ideology offeminine beauty. It defines what forms offeminine beauty are acceptable and desirable. Experiences that contradict with prevailing values of those given are either excluded or denied, thus reinforcing existing limited meanings offeminine beauty.

Keywords: Body, fat, female, slimming advertisement, visual social semiotics

Pages: 1-18 | First Published: 1 September 2013

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SEARCH 5 (2) 2013


lndrani Kopal: A Case Study of Video Journalism as Gendered Leadership
Roslina Abdul Latif & Badrul Redzuan Abu Hassan

Abstract:

To a certain degree, narratives of gendered leadership in a post-colonial nation like Malaysia have not always been accessible to the members of this multiethnic society. Gendered leadership discourses have been disseminated seemingly,through concerted efforts between gender-sensitive organisations such as the Ministry of Women, Family and Community Development, resulting in the identification, promotion and recognition of new talent in different capacities across all creed, colour and communities. As such, research and publications on new gendered leadership talent have become necessary as case studies which simultaneously aim to showcase the agency of women leaders in varying context of female subjectivities. In fact, the collective success stories of gendered leadership do not generally alienate other women leaders whose existentialism are outside the realm of 'Politics'. This paper explores the works oflndrani Kopal, a young documentaryfilmmaker@video journalist, as she zooms in on the nation's disenfranchised peoples including members of the Indian and Penan communities. If a leadership quality may be signified by the break of one's silence in the face of injustice, we contend that Indrani's unorthodox leadership lies in her praxis of agency. Indrani 's optimistic sense of agency has increased her opportunity as a video journalist-with-mission to engage the establishment in the disenchanted affairs of the disenfranchised.

Keywords: Documentary, gendered leadership, joint authorship, praxis of agency, the disenfranchised

Pages: 19-35 | First Published: 1 September 2013

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SEARCH 5 (2) 2013


Relationship between Internet Usage and Positive Youth Development in Malaysia
Toktam Namayandeh Joorabchi, Md. Salleh Hj. Hassan & Mohd Nizam Osman

Abstract:

Internet usage has noticeably increased in importance in people's daily life. This study applied the Uses and Gratification theory framework to understand Internet usage among students. The objective of this study is to investigate the relationship between Internet usage and dimensions of Positive Youth Development (PYD). This study also looks at the mediating role oflnternet usage gratification in the relationship between Internet usage and dimensions of PYD. The respondents of the study were local undergraduate and postgraduate students studying at UPM. A questionnaire survey using simple random sampling was conducted and responses were analysed. Most students were found to use the Internet to search for information. To them, the Internet is the fastest way to gain knowledge, hence they have a positive attitude toward the Internet. A common Internet problem is slow connections. Gratification from using the Internet was finding information that was being searched. This study found a relationship between attitude toward Internet and gratification of Internet usage. In addition, attitude was found to have a significant and positive relationship with positive youth development. The relationship between gratification of Internet usage and the five dimensions of positive youth development (Character, Caring, Confidence, Competence and Connection) was positive and significant. The relationship between problems in Internet usage and positive youth development is significant.

Keywords: Attitudes towards Internet, gratification of Internet usage, Malaysia, Positive Youth Development (PYD), problems in using Internet

Pages: 37-64 | First Published: 1 September 2013

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SEARCH 5 (2) 2013


Role and Impact of Enterprise Resource Planning (ERP) System in the Broadcasting Industry
* Mahadevan Supramaniam & Ramachandran Ponnan

Abstract:

Integrated Information systems such as Enterprise Resource Planning (ERP) offer distinct advantages for the broadcasting industry by lowering operating costs, increasing productivity rate, reducing cycle times and increasing customer satisfaction. But the lack of empirical evidence that an integrated enterprise system will positively impact broadcasting processes has mooted this study. The paper aims to explore best practices in broadcasting, emanating from an ERP or Best of Breed (BoB) environment using the three core performance measures of productivity, flexibility and return on investment (ROI). The study moderated performance measures using the technological, organisational and environmental (TOE) factors of the business environment. The findings revealed that the utilisation of the ERP system would be the better practice in terms of productivity and ROI. Further, the study has also revealed that the environmental factor is not a significant moderating variable at implementing either the ERP or BoB system. The empirical evidence confirmed a number of benefits which could be derived from ERP systems particularly for business process management in the broadcasting industry. The implication from the study is that the findings provide a basis for broadcasting organisations to harness the potential of implementing ERP systems for effective business integration.

Keywords: Best of breed, broadcasting, Enterprise Resource Planning, integration, workflow

Pages: 65-79 | First Published: 1 September 2013

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