Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff
In the words of Justin Lewis (1991), any screen production power lies in its encounter with the audience. One cannot exist without the other. As he immediately proceeds to acknowledge, however, this idea is "often difficult to grasp empirically" (p. 61) and the issue of how the idea works...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
UPENA
2007
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| Online Access: | https://ir.uitm.edu.my/id/eprint/11611/ |
| _version_ | 1848803024327147520 |
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| author | Dzakiria, Hisham Kasim, Azilah Yusoff, Nuraini |
| author_facet | Dzakiria, Hisham Kasim, Azilah Yusoff, Nuraini |
| author_sort | Dzakiria, Hisham |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | In the words of Justin Lewis (1991), any screen production power lies in its encounter with the audience. One cannot exist without the other. As he immediately proceeds to acknowledge, however, this idea is "often difficult to grasp empirically" (p. 61) and the issue of how the idea works in practice remains full of methodological confusion and perplexity. This article reviews the contemporary shift and the importance of understanding of audience preferences, perspectives, behaviours, and routines towards the production of films, movies and television production
in Malaysia. It proceeds to examine the comparatively
underdeveloped state of Malaysian research about screen
production audiences, and the variety of incentives to develop such research. The distance between academic and industry research in Malaysia is discussed, and possible explanations of the gap in our academic knowledge of Malaysian screen and film audiences are offered. Finally, the article considers possible means to approach the meaningful study of the media reception process within Malaysian audiences or viewers. The audience profile is
considered as a key factor for programming of screen production. Understanding audience and their preferences could sustain continuous programming and development of new production. This article advocated the need for the professionals in the industry to inculcate such understanding and call for more qualitative research into audience analysis for sustainable development of the industry in this country. |
| first_indexed | 2025-11-14T21:32:40Z |
| format | Article |
| id | uitm-11611 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:32:40Z |
| publishDate | 2007 |
| publisher | UPENA |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-116112016-06-07T08:05:26Z https://ir.uitm.edu.my/id/eprint/11611/ Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff jurnalskrinmalaysia Dzakiria, Hisham Kasim, Azilah Yusoff, Nuraini Audiences Malaysia In the words of Justin Lewis (1991), any screen production power lies in its encounter with the audience. One cannot exist without the other. As he immediately proceeds to acknowledge, however, this idea is "often difficult to grasp empirically" (p. 61) and the issue of how the idea works in practice remains full of methodological confusion and perplexity. This article reviews the contemporary shift and the importance of understanding of audience preferences, perspectives, behaviours, and routines towards the production of films, movies and television production in Malaysia. It proceeds to examine the comparatively underdeveloped state of Malaysian research about screen production audiences, and the variety of incentives to develop such research. The distance between academic and industry research in Malaysia is discussed, and possible explanations of the gap in our academic knowledge of Malaysian screen and film audiences are offered. Finally, the article considers possible means to approach the meaningful study of the media reception process within Malaysian audiences or viewers. The audience profile is considered as a key factor for programming of screen production. Understanding audience and their preferences could sustain continuous programming and development of new production. This article advocated the need for the professionals in the industry to inculcate such understanding and call for more qualitative research into audience analysis for sustainable development of the industry in this country. UPENA 2007 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/11611/1/AJ_HISHAM%20DZAKIRIA%20JSM%2007%201.pdf Dzakiria, Hisham and Kasim, Azilah and Yusoff, Nuraini (2007) Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff. (2007) Jurnal Skrin Malaysia <https://ir.uitm.edu.my/view/publication/Jurnal_Skrin_Malaysia.html>, 4. pp. 181-192. ISSN 1823-1020 |
| spellingShingle | Audiences Malaysia Dzakiria, Hisham Kasim, Azilah Yusoff, Nuraini Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff |
| title | Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff |
| title_full | Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff |
| title_fullStr | Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff |
| title_full_unstemmed | Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff |
| title_short | Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff |
| title_sort | understanding & inculcating qualitative audience analysis research in malaysian screen industry / hisham dzakiria, azilah kasim and nuraini yusoff |
| topic | Audiences Malaysia |
| url | https://ir.uitm.edu.my/id/eprint/11611/ |