Glocalisation of personal ads - gender identity construction of Malaysia adolescents
Globalisation and glocalisation of ads are observed to operate at two textual levels. The first level concerns the schematic genre while the second concerns the syntactic structure of personal ads. This article examines the process of homogenisation via conformity to the schematic structure of perso...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
2007
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| Online Access: | http://journalarticle.ukm.my/315/ http://journalarticle.ukm.my/315/1/1.pdf |
| _version_ | 1848809204263944192 |
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| author | Bahiyah Dato‟ Hj. Abdul Hamid, Kesumawati A. Bakar, |
| author_facet | Bahiyah Dato‟ Hj. Abdul Hamid, Kesumawati A. Bakar, |
| author_sort | Bahiyah Dato‟ Hj. Abdul Hamid, |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | Globalisation and glocalisation of ads are observed to operate at two textual levels. The first level concerns the schematic genre while the second concerns the syntactic structure of personal ads. This article examines the process of homogenisation via conformity to the schematic structure of personal ads. Through a quantitative and qualitative analyses of adolescents‟ ads, findings demonstrate how adolescent advertisers stretch the boundaries of the personal ad genre, negotiate normative constraints on their communicative task. The findings of this study showed that Malaysian adolescents are not constantly confused and ambivalent of their personal identity. |
| first_indexed | 2025-11-14T23:10:53Z |
| format | Article |
| id | ukm-315 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T23:10:53Z |
| publishDate | 2007 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | ukm-3152016-12-14T06:27:01Z http://journalarticle.ukm.my/315/ Glocalisation of personal ads - gender identity construction of Malaysia adolescents Bahiyah Dato‟ Hj. Abdul Hamid, Kesumawati A. Bakar, Globalisation and glocalisation of ads are observed to operate at two textual levels. The first level concerns the schematic genre while the second concerns the syntactic structure of personal ads. This article examines the process of homogenisation via conformity to the schematic structure of personal ads. Through a quantitative and qualitative analyses of adolescents‟ ads, findings demonstrate how adolescent advertisers stretch the boundaries of the personal ad genre, negotiate normative constraints on their communicative task. The findings of this study showed that Malaysian adolescents are not constantly confused and ambivalent of their personal identity. 2007 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/315/1/1.pdf Bahiyah Dato‟ Hj. Abdul Hamid, and Kesumawati A. Bakar, (2007) Glocalisation of personal ads - gender identity construction of Malaysia adolescents. Jurnal Komunikasi, 23 . pp. 41-56. ISSN 0128-1496 http://www.ukm.my/jkom |
| spellingShingle | Bahiyah Dato‟ Hj. Abdul Hamid, Kesumawati A. Bakar, Glocalisation of personal ads - gender identity construction of Malaysia adolescents |
| title | Glocalisation of personal ads - gender identity construction of Malaysia adolescents |
| title_full | Glocalisation of personal ads - gender identity construction of Malaysia adolescents |
| title_fullStr | Glocalisation of personal ads - gender identity construction of Malaysia adolescents |
| title_full_unstemmed | Glocalisation of personal ads - gender identity construction of Malaysia adolescents |
| title_short | Glocalisation of personal ads - gender identity construction of Malaysia adolescents |
| title_sort | glocalisation of personal ads - gender identity construction of malaysia adolescents |
| url | http://journalarticle.ukm.my/315/ http://journalarticle.ukm.my/315/ http://journalarticle.ukm.my/315/1/1.pdf |