Global Communication and Cultural Desensitisation: Repackaging Western Values for Non-Western Markets
Global communication is widely perceived as an instrument to disseminate Western values in the developing world. The "Wheel of Fortune" and "Who Wants to be a Millionnaire" licensed to Malaysian Television stations, though the language and the word puzzles were localised, carried...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
2008
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| In: |
Intellectual discourse
Year: 2008, Volume: 16, Issue: 1 |
| Online Access: |
Volltext (lizenzpflichtig) |
| Summary: | Global communication is widely perceived as an instrument to disseminate Western values in the developing world. The "Wheel of Fortune" and "Who Wants to be a Millionnaire" licensed to Malaysian Television stations, though the language and the word puzzles were localised, carried the same format of the original (American) show. They promote consumerism, gambling and the images of usury, the style of wealth accumulation forbidden in Islam. For the Malaysian audience whose priorities are those of contentment, modesty and humility, such emphasis on material desires breeds internal contradictions that may lead the audience to succumb to the new Western values. |
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| ISSN: | 2289-5639 |
| Contains: | Enthalten in: Intellectual discourse
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