An Assessment of Petronas Eid Ads in the Context of Modernization and Tradition in Malay Society
DOI:
https://doi.org/10.21834/jabs.v7i22.410Keywords:
Advertisement, Modernity, Malay Society, Tradition Values,Abstract
Modernity has penetrated practically every facet of life, making it impossible for society members to escape. Moreover, in the former western colonized region, the enlightenment era's western worldview is inevitable. Accordingly, Pre-modern Malay societies are crushed and forced to adapt. Within this understanding, this study used Anthony Giddens' concept of time, place, risk, and trust to examine the Malay society's modernity within existing Petronas Eid ads. The findings showed that Malay culture is strongly influenced by modernity, however, it demonstrated the resistance to modernization at some extend by preserving its heritage and Islamic beliefs in all aspects.
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Copyright (c) 2022 Noor Shamsarini Md Isa, Norfadilah Kamaruddin, Inda Murni Hairul Anuar, Rinda Nuningtyas
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