Kesedaran Budaya Kaum Cina Dalam Kalangan Remaja Melayu Melalui Iklan Tahun Baru Cina

Abstract

Racial polarization and high levels of prejudice between Chinese and Malays has led to the implementation of this study. This study attempts to examine the level of Chinese culture awareness through Chinese New Year commercial based on the Theory of Cultural Norms developed by Marvin Defluer (1970). This theory states that through selective exposure in the mass media will led to three assumptions towards cultural norms; either strengthen, modify or establish new cultural norms. Two focus groups, with four informants in each group were performed on Malay’s adolescents. Discussions were focusing on knowledge of Chinese culture, Chinese New Year commercial and how the process of interaction among the Malays and Chinese adolescents. The findings show that the informants have a high cultural knowledge which includes the factors of friends, family and work and Chinese New Year commercial seeks to strengthen existing cultural norms. Informants also felt that cultural awareness is an important factor in shaping the interaction between people and led to the interracial unity.