Impact of television drama from audience reception perspective

• المؤلفون الرئيسيون: Mustaffa, Che Su, Md Salleh, Ilias
• التنسيق: مقال
• اللغة: English
• منشور في: Elsevier Ltd. 2014
• الموضوعات: P Philology. Linguistics
• الوصول للمادة أونلاين: 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

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...