1、2400 英文单词， 13500 英文字符 ， 中文 4050 字 文献出处： Mustaffa C S , Salleh I M . Impact of Television Drama from Audience Reception PerspectiveJ. Procedia - Social and Behavioral Sciences, 2014, 155:203-208. Impact of Television Drama from Audience Reception Perspective Che Su Mustaffa, Ilias Md Salleh Abstract
2、Mass media have influence on the ways people perceive the world. This assumption is entrenched in the Gerbners 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 industry an
3、d the Malays culturally. Collecting of data in this study adopted: content analysis. Results of the study showed that with rapid process of cultural globalization, Malaysian prime-time television dramas portrayed more Western values and lifestyles. Amongst the Malays, especially the youngsters, ther
4、e were evidences of the adoption of other Western values like individualism and consumerism. Keywords: Audience reception; television drama; globalization; Malay culture; Western Culture 1. Background of the research Broadcasting in Malaysia started in December 28, 1963 with the formation of RTM1 un
5、der the Ministry of Information and operated by Radio Televisyen Malaysia (RTM). while broadcasting of RTM2 began in November 1969 when RTM television channel was split into two channels. Over several years, private terrestrial television channels, namely TV3 established in 1984, NTV7 in 1997, Chann
6、el 9 in 2003 and 8TV on January 2004. Malaysias first satellite television channel, ASTRO was established in 1996. These developments have ultimately brought a lot of changes in the presentation format of the government television channels (TV1 and TV2) so as to gain popularity and collect more revenues. After losing grounds to the private stations and at the same time realizing the threat to their audience share the government stations made drastic changes to its programme scheduling; no d
