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題名：馬來中心主義下的國族認同行銷：對「一個馬來西亞」廣告的批判性思考
書刊名：臺灣東南亞學刊
作者：關志華
作者(外文)：Kuan, Chee Wah
出版日期：2012
卷期：9:1
頁次：頁113-135
主題關鍵詞：一個馬來西亞；族裔政治；馬來中心主義；國族認同；廣告；1Malaysia；Ethnicity politics；Malay-centrism；National identity；Advertisement
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  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
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馬來西亞新一任的首相Najib A. Razak用了巨大的財力和人力推廣他的「一個馬來西亞」概念，試圖建構馬來西亞人民的國族認同，緩和長久籠罩在馬來西亞政治的族裔分化問題。在建構「一個馬來西亞」的過程中，大眾媒體（例如廣告）扮演著重要的角色。本文透過對數個「一個馬來西亞」廣告個案的分析，探討這些廣告如何刻劃和再現「一個馬來西亞」，以及透過什麽樣的敘事策略來激發馬來西亞人民的認同。首先，本文所分析的馬來西亞電訊公司的國慶日廣告中，基本上是運用了「共同血緣」的迷思，來打造某種「家庭」或者「一家人」的模型，進而聚合多年來區隔分化的各族裔，激發人民對國家的認同。接著，本文再透過對三支引發文化和宗教爭議性的廣告的分析，以及政府和官方機構給予它們不同待遇的闡述，顯示出馬來西亞現今依然存在以馬來裔和伊斯蘭教為中心的政治與文化氛圍，再從中帶出纏繞着馬來西亞多年的政治族裔化問題，並不會因爲「一個馬來西亞」的認同建構，迎刃而解。在馬來裔和伊斯蘭教至上的文化權力氛圍中，「一個馬來西亞」的國族建構將會受到阻擾。
Malaysia new Prime Minister Najib A. Razak had spend a great amount of money and utilized great man power to promote his 1Malaysia concept, in order to construct a national identity for Malaysian and reduce the ethnics segregation problem facing by Malaysia. Mass media especially advertisements play an important role in the process of the construction of 1Malaysia. This essay focuses on several case studies of 1Malaysia advertisement, try to discuss how did these advertisements portrait and represent 1Malaysia and what kind of narrative strategy that used by these advertisements to generate the identification of Malaysian towards the nation. The first discussed Telekom Malaysia's Independent Day advertisements try to use the myth of "blood relationship" to build up a model of "one family" in order to unify the divided ethnics in Malaysia and generate Malaysian's identification towards the nation. Next, this essay will focus on the discussion on three other cultural and religious controversial advertisements in order to show that the construction of 1Malaysia is unable to reduce and settle the ethnics segregation issue that haunted Malaysia all these years. Under the Malay-centrism cultural environment of Malaysia, the construction of a national identity of 1Malaysia will be obstructed.
期刊論文
1.Anderson, Benedict(1998)。From Miracle to Crash。London Review of Books，20(8)，3+5-7。  new window
2.Sani, Mohd Azizuddin Mohd(20091200)。The Emergence of New Politics in Malaysia From Consociational to Deliberative Democracy。Taiwan Journal of Democracy，5(2)，97-125。new window  new window
3.Ang, Ian、Saint Louis, Brett(2005)。Guest editorial: The predicament of difference。Ethnicities，5(3)，291-304。  new window
4.Wang, Lay Kim(2001)。Media and democracy in Malaysia。The Public，8(2)，67-88。  new window
圖書
1.Smith, Anthony D.(1991)。National Identity。University of Nevada Press。  new window
2.Brown, David(1994)。The State and Ethnic Politics in Southeast Asia。Rutledge。  new window
3.Brown, David(2000)。Contemporary Nationalism: Civic, ethno-cultural and multicultural politics。London：Routledge。  new window
4.Anderson, Benedict(1991)。Imagined Communities: Reflections on the Origin and Spread of Nationalism。Verso。  new window
其他
1.Anuar, Mustafa K.(2005)。Politics and the Media in Malaysia，Kasarinlan: Philippine Journal of Third World Studies。  new window
2.Bhabha, Homi K.(Bhabha, Ho)。Introduction: Narrating the Nation，London：Routledge。  new window
3.Case, William F.(2000)。The New Malaysian Nationalism: Infirm Beginnings, Crashing Finale。  new window
4.Chin, James and Wong, Chin Huat(2009)。Malaysia’s Electoral Upheaval。  new window
5.Crouch, Harold(2001)。Managing Ethnic Tensions through Affirmative Action: The Malaysian Experience，Washington：The World Bank。  new window
6.Gomez, Edmund T.(Gomez, Edm)。Tracing the Ethnic Divide: Race, Rights and Redistribution in Malaysia，Petaling Jaya：Strategy Information Research Development。  new window
7.Hashim, Mohd A. and Melina Mahpuz(2011)。Tackling Multiculturalism via Human Communication: A Public Relations Campaign of 1Malaysia。  new window
8.Holden, Todd J. M.(2001)。The Malaysian Dilemma: Advertising's Catalytic and Cataclysmic Role in Social Development。  new window
9.Lee, Raymond L. M.(1990)。The State, Religious Nationalism, and Ethnic Rationalization in Malaysia。  new window
10.Lee, Raymond L. M.(2004)。The Transformation of Race Relations in Malaysia: From Ethnic Discourse to National Imagery, 1993-2003。  new window
11.Milne, Robert S. and Mauzy, Diane K.(1999)。Malaysian Politics under Mahathir，London：Routledge。  new window
12.Mohd Sani, Mohd A.(2004)。Media Freedom in Malaysia。  new window
13.Norman, Wayne(2005)。From Nation-building to National Engineering: The Ethics of Shaping Identities，London：Frank Cass。  new window
14.Rex, J.(2002)。The Fundamentals of the Theory of Ethnicity，London：Pluto Press。  new window
15.Salleh, Halim(2000)。Globalization and the Challenges to Malay Nationalism as the Essence of Malaysian Nationalism，Singapore：Institute of Southeast Asian Studies。  new window
16.Shamsul, A. Baharuddin(1998)。Debating about Identity in Malaysia: A Discourse Analysis，London：ASEAN Academic Press。  new window
17.Stockwell, Anthony J.(1982)。The White Man’s Burden and Brown Humanity: Colonialism and Ethnicity in British Malaya。  new window
18.Tan, Chee Beng(2000)。Ethnic Identities and National Identities: Some Examples from Malaysia。  new window
19.1Malaysia People First Performance Now。  new window
20.(20101227)。1Malaysia is for Unity。  new window
21.(20090430)。Anwar Trains His Sights on 1Malaysia。  new window
22.(20090507)。Be Truthful To the People, PM Tells Leaders。  new window
23.(20100111)。Church Buildings Attacked in Malaysia Following Court Decision。  new window
24.(20100810)。Guidelines for Using the '1Malaysia' Name。  new window
25.Krishnamoorthy, M.(2010110)。Finas defends controversial Deepavali ad。  new window
26.Media Prima Corporate Structure。Media Prima. http://www.mediaprima.com.my/aboutus/CorporateStructure.pdf (2010/08/15)。  new window
27.(20090728)。Money being splurged to boost image of Najib administration。  new window
28.Palani, Tarani(20110404)。RM38m on 1M’sia, and yet….。  new window
29.Razak, Aidila(20101111)。Hindu Coalition Protests against Finas Deepavali Ad。  new window
30.Spykerman, Neville(20091208)。"Cow heads’ launch racist rant。  new window
31.(20100906)。TV3 ad canned after flak over 'Santa' Pak Haji。  new window
32.(20101021)。TV3 fined RM50,000 for controversial Hari Raya a。  new window
圖書論文
1.Mauzy, Diane K.(1993)。Malaysia: Malay Political Hegemony and "Coercive Consociationalism"。The Political Ethnic Conflict Regulation。London：Routledge。  new window
 
 
 
 
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