By John Nguyet Erni, Siew Keng Chua
This groundbreaking choice of unique essays offers new views in Asian media reports. the quantity covers a various variety of themes from media coverage to globalization, utilizing full of life examples from quite a few international locations and media.Content:
Chapter 1 creation: Our Asian Media reviews? (pages 1–15): John Nguyet Erni and Siew Keng Chua
Chapter 2 Discrepant Intimacy: pop culture Flows in East Asia (pages 19–36): Koichi Iwabuchi
Chapter three Hook' em younger: McAdvertising and youngsters in Singapore (pages 37–54): Siew Keng Chua and Afshan Junaid
Chapter four Techno?Orientalization: The Asian VCD adventure (pages 55–71): Kelly Hu
Chapter five The fight for Press Freedom and Emergence of “Unelected” Media strength in South Korea (pages 75–90): Myung?Koo Kang
Chapter 6 “Forward?Looking” News?: Singapore's information five and the Marginalization of the Dissenting Voice (pages 91–115): Sue Abel
Chapter 7 past the Fragments: Reflecting on “Communicational”Cultural reports in South Korea (pages 116–135): Keehyeung Lee
Chapter eight Re?Advertising Hong Kong: Nostalgia and renowned heritage (pages 136–158): Eric Kit?wai Ma
Chapter nine the full international is looking at Us: song tv Audiences in India (pages 161–182): Vamsee Juluri
Chapter 10 From sort exhibits to Body?Sculpting advertisements: Figures of viewers and the Sexualization of Women/Girls (pages 183–206): Irene Fang?chih Yang
Chapter eleven convalescing Malay Custom/Adat in girl Sexuality in Malaysian movies (pages 207–224): Gaik Cheng Khoo
Chapter 12 The Formation of a Queer?Imagined group in Post?Martial legislation Taiwan (pages 225–252): John Nguyet Erni and Anthony Spires
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Extra info for Asian Media Studies: Politics of Subjectivities
Thus it may be said that the preschoolers studied derive pleasure or displeasure from the McDonald’s advertisement on television shown to them in a symbiotic relationship which exists between the fast food advertisements on television and eating of fast food by these children. Media globalization has reinforced the material globalization of McDonald’s, as the ubiquitous presence of the fastfood restaurants in Singapore shows. The fast-food giant gained a foothold in the tiny nation in the 1970s, and McDonald’s restaurants spread rapidly throughout the island in the 1980s.
Singaporeans are among “the largest Siew Keng Chua and Afshan Junaid consumer of McDonald’s burgers per capita in the world” (Chua, 2000: 184–96). Supporting evidence for McDonald’s’ popularity is reflected in a study by Junaid (2002) through the positive responses of some children towards “McAdvertising,” its icons, food, promotional items (toys), ambience, representations, identification, and other such intangible entities sold in the advertisements. The children who liked McDonald’s advertisements generated a wide range of meanings for the same advertisement, some of which appear to be “a joint collaborative effort on the part of maker and consumer,” as O’Barr (1994) puts it.
Eight parents from the government school reported that their child watched more than 4 hours of television on weekends (1 from private school). Seven parents reported that their child watched less than 2 hours of television on weekends (1 parent from the government school). None of them said that they watched no television on weekends. This meant that all children from this study watched television on weekends. 38 Hook ’em Young The themes from children’s culture have been borrowed by advertising agencies that redefine them with a focus on consumer culture (Seiter, 1993; Kincheloe, 1997).
Asian Media Studies: Politics of Subjectivities by John Nguyet Erni, Siew Keng Chua