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Self-construal and exposure to American entertainment and news programs among Malaysian youths

Tamam, Ezhar and Willnat, Lars and Osman, Mohd Nizam (2009) Self-construal and exposure to American entertainment and news programs among Malaysian youths. Pertanika Journal of Social Sciences & Humanities, 17 (1). pp. 17-24. ISSN 0128-7702; ESSN: 2231-8534

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Official URL: http://www.pertanika.upm.edu.my/Pertanika%20PAPERS...

Abstract

This study examined self-construal (self-independence/self-interdependence) of Malaysian youths, and its relationship with the exposure to American entertainment and news programs. A total of 401 Malay, Chinese and Indian youths participated in the survey by completing the self-administered questionnaires. The results revealed that the respondents exhibited fairly balanced levels of self-interdependence and self-independence. The Malay respondents showed somewhat a higher level of self-interdependence than that of the Chinese and Indians. The respondents who described self primarily in independent, rather than interdependent term, were more likely to have a higher level of exposure to American movies and music. Nevertheless, no significant difference was observed in the exposure to American news programs. The findings supported the contention on the role of self-construal in explaining the variation in the consumption of American movies and music among the youth in a non-western country.

Item Type:Article
Keyword:Self-construal; Media exposure; U.S. media programs; Malaysian youth
Faculty or Institute:Faculty of Modern Language and Communication
Publisher:Universiti Putra Malaysia Press
ID Code:16657
Deposited By: Nida Hidayati Ghazali
Deposited On:13 Jul 2012 16:19
Last Modified:17 Sep 2015 08:18

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