Application of rhetoric in the Malay-language scholarly books as a product marketing strategy
Rhetoric in the writing of scholarly books published by publishers in public universities and government institutions or the Majlis Penerbitan Ilmiah Malaysia (MAPIM) is a marketing strategy used upon the society, but is not known to the public. In fact, little academic research has been conducted o...
| Main Authors: | , , , , |
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| Format: | Article |
| Published: |
Human Resource Management Academic Research Society
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/95959/ |
| _version_ | 1848862263441620992 |
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| author | Mohd Asri, Nurul Fadzlin Sha’ri, Sharil Nizam Kamaruddin, Rohaidah Hamzah, Zaitul Azma Zainon Che Rodi, Rozita |
| author_facet | Mohd Asri, Nurul Fadzlin Sha’ri, Sharil Nizam Kamaruddin, Rohaidah Hamzah, Zaitul Azma Zainon Che Rodi, Rozita |
| author_sort | Mohd Asri, Nurul Fadzlin |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Rhetoric in the writing of scholarly books published by publishers in public universities and government institutions or the Majlis Penerbitan Ilmiah Malaysia (MAPIM) is a marketing strategy used upon the society, but is not known to the public. In fact, little academic research has been conducted on the book publishing industry in the country, even though this scholarly genre is proven to record specific expertise and fields to be shared, and at the same time needed by the community. Thus, this study aims to identify the type of rhetoric used in selected Malay-language scholarly books in connection with the marketing strategy practiced by MAPIM Publishers and analyze the use of rhetoric in selected Malay-language scholarly books by applying the Modern Rhetorical Theory (1993) by Enos and Brown. This study uses text analysis methods to analyze rhetoric in scholarly books. This study found three modes of rhetoric, which are, descriptive rhetoric, explosive rhetoric, and argumentative rhetoric have been well-used in the writing of Malay-language scholarly books as a strategy to disseminate knowledge through captivating language and also guarantee effective delivery of information. This is in line with the main objective of MAPIM to ensure that high-quality scholarly books can be offered as a product that meets the needs of the target group as the development of scholarship to the community. |
| first_indexed | 2025-11-15T13:14:15Z |
| format | Article |
| id | upm-95959 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T13:14:15Z |
| publishDate | 2021 |
| publisher | Human Resource Management Academic Research Society |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-959592023-03-16T02:28:23Z http://psasir.upm.edu.my/id/eprint/95959/ Application of rhetoric in the Malay-language scholarly books as a product marketing strategy Mohd Asri, Nurul Fadzlin Sha’ri, Sharil Nizam Kamaruddin, Rohaidah Hamzah, Zaitul Azma Zainon Che Rodi, Rozita Rhetoric in the writing of scholarly books published by publishers in public universities and government institutions or the Majlis Penerbitan Ilmiah Malaysia (MAPIM) is a marketing strategy used upon the society, but is not known to the public. In fact, little academic research has been conducted on the book publishing industry in the country, even though this scholarly genre is proven to record specific expertise and fields to be shared, and at the same time needed by the community. Thus, this study aims to identify the type of rhetoric used in selected Malay-language scholarly books in connection with the marketing strategy practiced by MAPIM Publishers and analyze the use of rhetoric in selected Malay-language scholarly books by applying the Modern Rhetorical Theory (1993) by Enos and Brown. This study uses text analysis methods to analyze rhetoric in scholarly books. This study found three modes of rhetoric, which are, descriptive rhetoric, explosive rhetoric, and argumentative rhetoric have been well-used in the writing of Malay-language scholarly books as a strategy to disseminate knowledge through captivating language and also guarantee effective delivery of information. This is in line with the main objective of MAPIM to ensure that high-quality scholarly books can be offered as a product that meets the needs of the target group as the development of scholarship to the community. Human Resource Management Academic Research Society 2021 Article PeerReviewed Mohd Asri, Nurul Fadzlin and Sha’ri, Sharil Nizam and Kamaruddin, Rohaidah and Hamzah, Zaitul Azma Zainon and Che Rodi, Rozita (2021) Application of rhetoric in the Malay-language scholarly books as a product marketing strategy. International Journal of Academic Research in Business and Social Sciences, 11 (8). 275 - 285. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/10729/Application-of-Rhetoric-in-The-Malay-Language-Scholarly-Books-as-a-Product-Marketing-Strategy 10.6007/IJARBSS/v11-i8/10729 |
| spellingShingle | Mohd Asri, Nurul Fadzlin Sha’ri, Sharil Nizam Kamaruddin, Rohaidah Hamzah, Zaitul Azma Zainon Che Rodi, Rozita Application of rhetoric in the Malay-language scholarly books as a product marketing strategy |
| title | Application of rhetoric in the Malay-language scholarly books as a product marketing strategy |
| title_full | Application of rhetoric in the Malay-language scholarly books as a product marketing strategy |
| title_fullStr | Application of rhetoric in the Malay-language scholarly books as a product marketing strategy |
| title_full_unstemmed | Application of rhetoric in the Malay-language scholarly books as a product marketing strategy |
| title_short | Application of rhetoric in the Malay-language scholarly books as a product marketing strategy |
| title_sort | application of rhetoric in the malay-language scholarly books as a product marketing strategy |
| url | http://psasir.upm.edu.my/id/eprint/95959/ http://psasir.upm.edu.my/id/eprint/95959/ http://psasir.upm.edu.my/id/eprint/95959/ |