The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests
This article analyses how Mastika magazine, one of the oldest and most established lifestyle magazines in Malaysia, framed the Malay interest throughout its 77 years of publication. The study applies framing theory and design principles to examine how the magazine presented the interests of its Mala...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Global Academic Excellence (GAE)
2019
|
| Subjects: | |
| Online Access: | http://irep.iium.edu.my/72680/ http://irep.iium.edu.my/72680/1/72680_The%2077%20years%20%281941-2018%29.pdf |
| _version_ | 1848787658474520576 |
|---|---|
| author | Mohamed, Shafizan Zulkarnain, Hanis Safiyyah Mamat, Najmi Syahiran |
| author_facet | Mohamed, Shafizan Zulkarnain, Hanis Safiyyah Mamat, Najmi Syahiran |
| author_sort | Mohamed, Shafizan |
| building | IIUM Repository |
| collection | Online Access |
| description | This article analyses how Mastika magazine, one of the oldest and most established lifestyle magazines in Malaysia, framed the Malay interest throughout its 77 years of publication. The study applies framing theory and design principles to examine how the magazine presented the interests of its Malay audiences through the designs of its covers. A visual analysis of 80 covers from 1941 to 2018 was performed, comparing several aspects concerning both the content of the magazine and the art design. Results showed that the evolution of Mastika can be explained through 6 time phases that captured a dynamic use of images and graphics to define and represent the interest of the Malay audiences. |
| first_indexed | 2025-11-14T17:28:26Z |
| format | Article |
| id | iium-72680 |
| institution | International Islamic University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T17:28:26Z |
| publishDate | 2019 |
| publisher | Global Academic Excellence (GAE) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | iium-726802019-06-18T00:51:38Z http://irep.iium.edu.my/72680/ The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests Mohamed, Shafizan Zulkarnain, Hanis Safiyyah Mamat, Najmi Syahiran H10 Societies H51 History H61.8 Communication of information H92 Pictorial works H93 Popular works This article analyses how Mastika magazine, one of the oldest and most established lifestyle magazines in Malaysia, framed the Malay interest throughout its 77 years of publication. The study applies framing theory and design principles to examine how the magazine presented the interests of its Malay audiences through the designs of its covers. A visual analysis of 80 covers from 1941 to 2018 was performed, comparing several aspects concerning both the content of the magazine and the art design. Results showed that the evolution of Mastika can be explained through 6 time phases that captured a dynamic use of images and graphics to define and represent the interest of the Malay audiences. Global Academic Excellence (GAE) 2019-06 Article PeerReviewed application/pdf en http://irep.iium.edu.my/72680/1/72680_The%2077%20years%20%281941-2018%29.pdf Mohamed, Shafizan and Zulkarnain, Hanis Safiyyah and Mamat, Najmi Syahiran (2019) The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests. International Journal of Heritage, Art and Multimedia, 2 (5). pp. 1-15. E-ISSN 2600-8262 http://www.ijham.com/PDF/IJHAM-2019-05-06-01.pdf |
| spellingShingle | H10 Societies H51 History H61.8 Communication of information H92 Pictorial works H93 Popular works Mohamed, Shafizan Zulkarnain, Hanis Safiyyah Mamat, Najmi Syahiran The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests |
| title | The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests |
| title_full | The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests |
| title_fullStr | The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests |
| title_full_unstemmed | The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests |
| title_short | The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests |
| title_sort | 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the malay audience’s interests |
| topic | H10 Societies H51 History H61.8 Communication of information H92 Pictorial works H93 Popular works |
| url | http://irep.iium.edu.my/72680/ http://irep.iium.edu.my/72680/ http://irep.iium.edu.my/72680/1/72680_The%2077%20years%20%281941-2018%29.pdf |