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The role of cultural proximity on preference of Chinese Malaysians in Chinese film


Citation

Kang, Hongzhe and Yasin, Megat Al Imran and Osman, Mohd Nizam and Ang, Lay Hoon and Li, Mengyu (2021) The role of cultural proximity on preference of Chinese Malaysians in Chinese film. International Journal of Academic Research in Business and Social Sciences, 11 (2). 109 - 116. ISSN 2222-6990

Abstract

This paper is to identify the cultural factors that contribute to the preference of Chinese Malaysians in Chinese films that attempt to maintain their cultural identity in the multicultural context of Malaysia. Because of the historical and cultural relationship between Chinese Malaysians and Chinese, cultural proximity was used as the main theory to determine the factors that preference of Chinese Malaysians in Chinese films. This study focused on Chinese Malaysian students from Universiti Putra Malaysia (UPM) and applied semi-structured interviews in qualitative research methods. Moreover, this study found that language and education, customs and festivals, religion and lifestyle, arts were the main factors influencing Chinese Malaysians' preference for Chinese films.


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Additional Metadata

Item Type: Article
Divisions: Faculty of Modern Language and Communication
DOI Number: https://doi.org/10.6007/IJARBSS/v11-i2/8620
Publisher: Human Resource Management Academic Research Society
Keywords: Chinese film; Cultural proximity; Chinese Malaysians; Audience analysis; Intercultural communication
Depositing User: Ms. Ainur Aqidah Hamzah
Date Deposited: 02 Aug 2022 04:23
Last Modified: 02 Aug 2022 04:23
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.6007/IJARBSS/v11-i2/8620
URI: http://psasir.upm.edu.my/id/eprint/95612
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