Impact of television drama from audience reception perspective

Mass media have influence on the ways people perceive the world. This assumption is entrenched in the Gerbner's cultivation hypothesis of television effects (1969).Thus, the purpose of this paper is to understand how the rapid process of cultural globalization affects Malaysia television indust...

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Main Authors: Mustaffa, Che Su, Md Salleh, Ilias
Format: Article
Language:English
Published: Elsevier Ltd. 2014
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Online Access:http://repo.uum.edu.my/13022/1/pro23.pdf
http://repo.uum.edu.my/13022/
http://dx.doi.org/10.1016/j.sbspro.2014.10.280
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Institution: Universiti Utara Malaysia
Record Id: my.uum.repo.13022
epo.13022