The authorities has ever been ever seeing the mainstream media in Malaysia as an of import agent of alteration for most of the authorities ‘s policies. They are besides perceived them as influential plenty because media is the lone manner to acquire the latest information presents. With the aid of media, the information is spread out widely and quickly among the general populace. Media ca n’t alter the populace ‘s head instantly or take them to move in such a manner, but public will be given to believed that a peculiar issue is of import when media keep highlighted an issue. Finally, it will be the hot subject among the populace that they will discourse about ( cited in Mus Chairil Samani, Nurul Ilyana Rezali, Latifah Amin & A ; Zaharah Hassan, 2011 ) .
1 Malaysia is a construct that introduced by YAB Dato Sri Najid Tun Abdul Razak, Prime Minister of Malaysia on 16 September 2010. Harmonizing to Prime Minister, definition of 1Malaysia is we stand, we think and we act as Malaysians. “ Peoples First, Performance Now ” would be the motto of this construct. This is non a new construct but is a uninterrupted from the old policies. As Malaysia alone state that contained of a multi-racial group state, of course would be multi-culture appear, therefore, 1Malaysia construct is aim to heighten the relationship and credence among the multi-racial citizens. This is to make a peace, integrity, reasoned and convey Malaysia step frontward to a good well-thought-of state across the universe. The credence, national spirit and societal justness are the keys to do 1Malaysia construct to be successful and become world. ( Prime Minister ‘s Office issued, 2010 ) .
There are eight values in 1Malaysia construct that introduces by Prime Minister, which is civilization of excellence, doggedness, credence, instruction, unity, meritocracy, humbleness and trueness that aid in the development of this construct. They are the values that must be foster within the Malayan in order for the 1Malaysia construct to be success. By this construct, 1Malaysia trade name has been created to advance the construct. Harmonizing to the star on-line intelligence ( 2012 ) , the merchandises of 1Malaysia trade name are the day-to-day supplies and are cheaper than other trade names of merchandises in the market. Besides, merchandises, services and programmes are introduced under the construct, such as 1Malaysia People ‘s Textile Shop, 1Malaysia Clinics and 1Malaysia People ‘s Aid ( BR1M ) , 1Malaysia retail stores, and many more.
Mainstream media in Malaysia play an of import function of communicating between authorities and its populaces. Government ‘s docket, old policies and of import issues are depends on the mainstream media to pass on the message to the populace, so as 1Malaysia construct. This is clearly stated that media are the cardinal tools that used to promote the credence of the construct by the citizens of Malaysia. In order to makes the construct to be effectual and take part by the citizens, the citizens must be understand the construct good and what benefits they can acquire from the construct.
The mainstream media are used by authorities to act upon and instil the positive side toward the politician in the populace ‘s head and thought. For the 1Malaysia construct, the media keep transfusing integrity among cultural groups, particularly the Chinese and Indian to originate the peaceableness of the state, this is to actuate public to act and move in such a manner that the authorities want to in order to convey Malaysia to be a to the full developed state in twelvemonth 2020. The media besides play an of import function to educate public to understand the civilization of other cultural, build tolerance with each other and accept the multi-culture, faiths that made Malaysia a alone state. In order to do 1Malaysia construct a world, several types of media have been use to advance the importance of the construct, such as telecasting programmes, wireless station, publicizing through website and peculiarly newspaper. This is besides utile to allow the construct penetrate into public ‘s head and bosom. 1Malaysia website is peculiarly an official web site of Prime Minister to distribute the construct from his point of position.
Logo is an of import designation because it represents the image of the peculiar state or organisation. The figure one and the Malaysia flag of the logo is indicate that all Malaysians are belonging to one state irrespective of races and coloring material of tegument. The slogan “ Peoples First, Performance Now ” is often used by in media. It means put the citizens foremost, no affair who they are, and so public presentation, this is because the public presentation of citizens are of import in order to assist Malaysia travel frontward to a to the full developed state. By puting the logo and motto in the media, the authorities ‘s policy would be promoted to the populace indirectly ( Hanita Hassan, Hadina Habil & A ; Noor Aireen Ibrahim, 2012 ) .
Harmonizing to Deputy Information, Communication and Culture Minister Datuk Maglin Dennis D’cruz, a study conducted by Information Department in 2009, 2010 and 2011 to measure whether citizens are support 1Malaysia Concept. It has been proved that the citizens are bit by bit understand and accept the 1Malaysia Concept ( Bernama, 2012 ) . The intelligence has been widely reported by the media. New Straits Times ( 2012 ) besides stated that the degree of credence towards the construct reached 86.3 per cent. Besides, with the aid of the politicians, the intelligence has been spread widely to whole Malaysia with the intelligence appeared on about all the mainstream media like different linguistic communication newspapers, and even through online.
Kudat Wanita Umno division head Datin Aminah Ambrace has been praise the Prime Minister for comes out with 1Malaysia Concept that everybody can take advantages from it. She mentioned that the emerging of the negative narratives about the construct were merely catchs to make political consequence as to derive support from the citizens towards the party that comes out with these narratives. She entreaties the citizens to non listen and misdirect by the negative narratives about 1Malaysia Concept, in contrast, she encourage the citizens continue to back uping the Barisan National as the authorities of Malaysia ( Bernama, 2012 ) . The intelligence besides reported in New Straits Times, e-Sabah Daily, Daily Express and many more media.
Furthermore, 1Malaysia vocal is keep reiterating on different channels of telecasting station, particularly the channels that owned by the authorities. Such as Astro, TV3, NTV7, 8TV and TV9. This intends to utilize a more gratifying manner to further the 1Malaysia mentality among the people. Advertising about promoting the multi ethnics group to being together to organize 1Malaysia besides can be heard often from the assorted wireless station. “ Satu Malaysia, Satu Bahtera ” is a latest vocal created to observe the Malaysia National Day 2012 with the 1Malaysia Concept. The official web site of Prime Minister i.e. 1Malaysia web site is updating from clip to clip for readers to acquire the latest intelligence and information. As we can see, there are ever positive side of the construct and authorities appeared in the intelligence. Conversely, there are merely fewer negative narratives being published, and eventually all the negative narratives is to be justify by the authorities and critic the peculiar party that comes out with the negative narratives.
From the state of affairs above, 1Malaysia Concept seems like really welcome by, widely accepted and supported by most of the citizens. The statements seemingly match with the Magic Bullet Theory or Hypodermic Needle theory. The theory describes audience as non active, vulnerable and easy influence by the message the media convey. It is besides claimed that media have direct and immediate impact to the audience since 1Malaysia Concept is well-accepted. Mainstream media apparently really effectual to conveying the message to the audience. Besides, this theory assumed that people are deficiency of ability to decline the message because they are vulnerable and would easy act upon by what the message of the media. Peoples are tend to non believing about the truthfulness of the message because media is the lone beginning and manner for them to acquire the information, hence, media have direct consequence on them. They tend to believed and move in such a manner ( Griffin, 2012 ) .
On the other manus, people are really non inactive, but they are active and rational in certain circumstance. Different people have different position, therefore, when new information comes out from the media, they will be given to utilize their ain mentality to comprehend the message. For illustration, while 1Malaysia Concept is announced, the citizens will non react and accept it instantly. This is because people dislike altering, they wo n’t alter their attitude and behaviour easy. However, they are more likely to take a period of clip to detect what action the authorities will make the following to look into out whether everything the authorities have said and done is really harmonizing to the 1Malaysia Concept. This is because ‘racial ‘ is a serious and sensitive word for all the races. Through this incident, citizens will be given to looking frontward if the authorities has seting equal attention towards all the races but non bias to anyone. Besides, citizens are sheltered by their households, equals and their ain societal group. Therefore, they would move like a Judgess by non merely listening to a individual party like authorities but will listening and discoursing with their ain societal group. In fact, households, equals and societal group are the cardinal individual who influences their perceptual experience towards thing, so as the 1Malaysia construct.
Limited consequence theory claimed that media have the consequence towards the person, but it is merely a small consequence. Media consequence is non straight and instantly act upon the person. The theory describe that single is active and cognize how to reject the information from the media in order to non manipulated by them. There are besides some other person who are susceptible and would acquire influence by the media, but it is merely a minority ( Baren & A ; Davis, 2003 ) . Furthermore, single are more likely influence by the people who they trusted and near to such as households, friends and their ain societal group. They are known as sentiment leaders which is the group with influential impact towards the person instead than media itself. Media are less effectual in determining the public perceptual experience and sentiment but the sentiment leaders do.
The Normative Theory indicates the media system with the ideal manner to be structured and operated by authorities, elite group, leader and public. The theory does non supply any scientific account nor anticipations. They describe in the manner thing should run in such an ideal manner. For case, media should be as an independent party and suppose to hold freedom to describe approximately everything every bit long as it is a fact. But in world, the media in Malaysia are owned by the authorities and manipulated by them to follow their manner to runing the media system. Normative theory is focuses less on the relationship between media and its audience, but more on the media and authorities. This theory is fundamentally concern about who owned the media and who is commanding the media ( Baran & A ; Davis, 2003 ) . Harmonizing to this theory, media in Malaysia are owned by the authorities and the elect group, hence, the intelligence about 1Malaysia Concept appeared on the media are normally reported in a positive manner. Such as how 1Malaysia Concept could benefits the citizens and how citizens can acquire the advantaged from it. Therefore, there are many programmes and services are introduced along with the construct to motivate the citizens to back up the peculiar political party. For case, promote the citizens to back up Barisan National in order to make and populating in a integrity, peaceable and harmony state. Once ca n’t be denied that media is a powerful tool used to act upon and take people to concentrate on a peculiar issue.
However, the media should be vehicle that conveys the pure message to the audience no affair it is a positive or negative issue, but non merely the positive side. Unfortunately, it merely can be an ideal but non the world for Malaysia. The ground is the media is owned by Malaysia authorities, particularly the media that have a largest group of audiences and influential. They are rehearsing a alleged “ censoring ” system. Therefore, everything to be published or broadcast medium must travel through a filter procedure before it goes to the audience. Every media must acquire a licence in order to run their administration. The licence is supplying by the authorities, therefore the media would be controlled and certain censoring to be made by them, particularly when there are negative issue towards the authorities originating. Furthermore, the authorities have the right to revoke the licence towards any media if the coverage or messages convey by them are considered as can make harmful to the authorities policies such as coverage or making some bad image of 1Malaysia Concept. The instance of Asian Wall Street Journal in the early 1980s can be a cautiousness for all the media. It is about describing the dirt associating to the United Malayan Banking Corporation ( UMBC ) and the deputy Home Affairs Minister, eventually their licence has been cancelled by the Malaysia authorities ( Associated Press, 1986 ) . Therefore, the regulations must be following all the clip by media in order to last in the Malaysia society.
Parents play an of import function in educating their kids to works the duty of nation-building, promote them to blend together and made friends with different races of schoolmate. However, a racialist issue occur among the kids, a seven old ages old Muslim kid non willing to play with a Chinese schoolmate because she is non a Muslim. Is at that place any job to Malaysian instruction system? What is the “ virus ” that fouling a kid ‘s inexperienced person? It is because Malaysia has been implementing a long period of clip by racial political ( Kon, 2012 ) .
Even the 1Malaysia Concept has been introduce for around three old ages, but the racialist issue still exist in Malaysia. The sad instance is, most of the racialist issues are comes from those educated and rational people. For case, the Chinese were really angry to be labelled as “ running Canis familiaris ” by the MCA. Besides, personal onslaughts aimed at Lim Guan Eng who is the Penang Chief Minister and Ambiga, the “ Bersih ” co-chairperson which have been contribute to the state and citizens are being distorted of their primary intent to voice out the entreaty of populaces. Lim Guan Eng besides been described as anti-Malay. These are the tactics used by the taking political to derive as many Malay protagonists as possible, as the Malay is the largest population in Malaysia. But in the other manus, they are losing the support of Indian and Chinese ‘s citizens. By the circumstance above, 1Malaysia Concept would be the empty talk and merely an empty motto if the prima authorities is non traveling to work good together with other political parties to do the 1Malaysia Concept to be a world, the construct would be merely a field propaganda.
As a decision, it ‘s excessively good to be true that mainstream media would bring forth the coveted result of the 1Malaysia Concept. But one time ca n’t be denied, the media have certain impact towards the audience. However, most of the citizens of Malaysia are intelligent plenty to distinguish what is true and what is incorrect based on their ain cultural background. They are non inactive, they tend to be an perceiver to what the authorities has been done for the construct and what is go oning in the world. Even though it is a fact that mainstream media are owned by the authorities no affair straight or indirectly with investing arm for decennaries. But the citizens will happen another manner out to acquire closer to the truths that fell behind the “ censoring ” . In order to do the 1Malaysia Concept to be a world, everyone must take ain duty to play the function and rendering the cooperation no affair you are a male monarch or merely a common people.
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