Wednesday, 16 November 2011

Reflection



Like what did i mentioned in previous post, i do think that taking cultural-context into the consideration set when designing a document or advertisement is very important. The particular culture has influences on how the audiences convey the messages. Sometimes, the way the document designers perceive an advertisement may not equivalent to how the target audiences interpret it. Therefore, cultural context may serve as a foundation on how designers should produce a document.

Besides, it is obvious that the internet users are increasing day by day. The audiences are more into visual style of media such as On-line video news. In order for the advertiser to reach more audiences effectively, it is important for them to understand the current trend in the world. For example, generation X and Y are prefer to view information on line over other media vehicle is because the ability to be interactive, the immediacy of information and also the integration of motion, sound and image that attract them.

Nevertheless, being ethical in designing document is the most important element in designing a document. The content that could possibly affect one reputation and status should not be included. One mistake may hurt the particular advertiser deeply. Thus, by understanding these elements in designing document, it helps to reach the audiences more effectively.

TV Commercial in Multi-Racial country


Advertising, a way to promote brands and also disseminate information on a particular issue is a common media tool used by the advertiser. It can be in printed form, television or radio. Producing television commercial is often harder than producing other form of advertisements as it is needed to take consideration into different aspects such as language and story line.

During the Ramadhan period in 2011, TV8 had published a television commercial that teaches the non-muslim on what should not do and what are the correct way of doing it. However, the content of the commercial was being perceived as offensive by the netizen. In the commercial video, the Chinese girl appeared to be behaved inappropriately during the Ramadhan period and this triggered criticism from the public because it was perceived as racist by other races especially, Chinese.

                                      TV 8 Ramadhan TV Commercial 2011
                                      (source: http://www.youtube.com/watch?v=zdSIcRTtjMI)

From the negative outcome of the television commercial, it can be said that the director of this commercial did not take cultural context into the account. In this multiracial country, it is always a sensitive issue when it relates to racial. Without taking this element into the consideration set, the outcome may turn negative. Malaysia in a high cultural context country, words selecting and dialog in the television commercial are very crucial to the expression and outcome of television commercial and also advertising (Ahmed and Mouratidis 2009). It seems that in the Ramadhan TV commercial was alluding majority of the Malaysian Chinese were behaving inappropriately previously. Perhaps, the way the commercial convey messages was incorrectly.

In my opinion, television commercial that relates to racial does not work in Malaysia. Because by doing so is considered as breaching the advertising ethics in Malaysia culture. No matter which races a commercial was targeted on, the perception from the public is very important, the tendency to trigger criticism is very high. In a nutshell, a small mistake in the process of designing commercial advertisement does give a huge negative impact to the publisher especially with the assistant of Facebook and Twitter, the impact will be spread to the whole country rapidly.

Reference list

Ahmed, T & Mouratidis, H 2009, Website Design Guidelines: High Power Distance and High-Context Culture, International Journal of Cyber Society and Education, Vol.2, No.1, p.47-60,

The emergence of on-line screen news


Before the emerging of digital era, people may think of newspaper as the only source to obtain current news of world. But people have changed their way to obtain news after the emerging of digital world. Since then, the way of viewing latest news has evolved from print media to web-based media. Up to date, there are many online news portals that are well-known by the Malaysian, such as Malaysiakini, The Star Online and so on. However, from reading news on print media to web-based media, now people are prefer to obtain latest news by watching news video instead of reading written text on the web or print media. A financial and economic news company “Reuters” is one of the example that do publish video news online and also using Youtube as the platform for video upload.

According to the survey by Simon (O’Neill 2011), 85 percent of online media websites are now using online video content to cover the news and the numbers are still increasing year by year. The increment is basically due to internet users are getting more and more. Mostly, the internet users are derived from Generation X and Y who are more adapt to digital media. The increased ubiquity of sound, image, film, through TV, the computer and the internet is undoubtedly behind this new emphasis on and interest in the multi-semiotic complexity of the representations we produce and see around u (Ladema 2003). The audiences are now preferred more interactive communication rather than one sided communication like print media. Usually, the internet users are allowed to make comments to the video news online and also some discussion with other internet users.

Besides, publish news video online are usually faster than traditional television news. With the influence from social network such as Facebook and Twitter, people are demanding the latest news to be delivered immediately after the particular event had happened. To certain extent, if one internet user gets to know news one day later, it will be considered as “slow”. By referring to the data obtained from the survey of Simon, it can be estimated that the number of people view news online will still increase. The traditional news media that have not yet using video to cover news should consider about it now.

Reference list

Ledema R 2003, Multomodality, resemiotization: extending the analysis of discourse as multi-semiotic practice, Visual Communication, Vol.2, No.1, p.29-57,

O'Neill, M 2011, 85% of Media Websites Now Use Online Video to Cover News, Social Times 3rd May 2011, viewed 15 November 2011,

Tuesday, 15 November 2011

Copyrighted Material: Fair and Unfair Use

                                                (source: http://www.flickr.com/photos/mikeblogs/3020966500/)

The book or journal authors are scratching their head to figure out how to deal with online plagiarism!

In the era of internet, every kind of information is available online. As an undergraduate student, indeed it is very convenient for me to get plenty of information to assist me in doing academic research. As I am doing the academic works in order to graduate from university, we are required to cite every idea that we obtained from the internet. But how about others people that does not have any obligations with academic purpose? They might just share the content of journals and books over the internet without the permission from the authors and worst come to the worst they might use the information like it is their own work, there is where plagiarism always happen.  Plagiarism can be defined as the inappropriate, unauthorized, unacknowledged use of someone else’s ideas as if they were original or common knowledge (Gotterbarn et al. 2006).

Ironically, the scholarly publishing industry has been greatly affected by the digital era, because ‘the very content of the publishing business is, at the end of the day, a digitizable asset (Oppenheim 2008). Plagiarism issue may indirectly give negative impact on the future academic paper output as sharing the works openly by third party will greatly reduce the revenue generated to the author. Undeniable, the authors are more concern on the ability to generate revenue from their works. If their works are freely being shared all over the internet and causing the authors to make less in generate revenue, this will affect the future output of academic papers as the revenue serve as a motivation for them to move on.

The most common way to protect their works to being illegally used by the public is to have copyright for their works. Copyright is not only benefit the authors but also the publisher as most of the journals and books are published under an agreement with the publishers. According to Oppenheim (2008), protecting rights is in the interest of both parties; publishers want to prevent their digital content from being used, duplicated and distributed without permission or compensation, whilst authors of scholarly works want to ensure their moral right to be identified as the creator is upheld.

In my opinion, the internet users should appreciate the hard work created by the authors. It is not easy to produce a book or even a journal paper. It takes days and months for them to be completed. Buying original copy and citing the authors in our work are the ways to appreciate the works by the authors and also motivate them to produce more quality works in the future.


Reference list

Oppenheim, C 2008, Electronic scholarly publishing and open access, Journal of Information Science, Vol 34, No 5, p.557-590,

Gotternbarn, D, Miller, K and Impagliazzo J 2006, Plagiarism and Scholarly Publications: An Ethical Analysis, Session M1H, viewed 15 Nov 2011,

Discrimination Issues in Publication Design


Today, I will post about one issue that had happened few months back. To be emphasize, it is about gender discrimination especially women discrimination in this case.

Here comes the story. During May, an Orthodox Jewish newspaper in Booklyn, United States called “Di Tzeitung”, had removed two women public figure from a photo that was taken when Mr Barack Obama, the president of United States and his staff were monitoring the raid that killed Osama bin Laden. The public figures involved are Hillary Clinton, the secretary of United States and Audrey Tomason, the counterterrosim director of United States.

                                          *Edited version
                                          (source:http://www.guardian.co.uk)

The images attached above illustrated the actual position of where Hillary Clinton and Audrey Tomason were supposed to be. Although the particular newspaper had sent its apologies to the White House, the photo removal action had triggered heavy criticism from the public that do not agree on what had done by the photo editor of Di Tzeitung. Di Tzeitung issued a statement to clarify that the photo editor did not read the rules and regulation mentioned photo editors are not allowed to make any changes on the photo taken that related to White House (The Guardian 2011).

                                         *Original version
                                         (source:http://www.guardian.co.uk)

Things would not happen without a reason. According to a managing editor that has covered Jewish issues since 1980, the action to remove women from the photo was mainly because some ultra-Orthodox Jews beliefs that showing images of the female form is “immodest” (Lil Swanson cited in TheGuardian 2011). Besides, Di Tzeitung also explained that the Jewish law of modesty is an expression of respect for women, not the opposite. In fact, it does not work like this, Lobo and Cabecinhas (2011) argue that by being absent from the news or portrayed in secondary and passive roles, women's voices are devalued and their right to access communication within the public sphere is denied.

In my opinion, women discrimination is happening across the world, but not to the extent to stop women from public appearance. In the modern era where people are starting to accept women as their leaders (eg, Thailand), such incident should not have happened now. Ethically, no people or objects may be added, rearranged, reversed, distorted or removed from a scene (Irby 2003). However, the rules and regulation of news content that aiming at stopping women discrimination is necessary to eliminates women's disadvantages in their access to the public sphere.

Reference list
Irby K, New York Times Guidelines on Our Integrity, Poynter.Org 05 September 2011, viewed 15th November 2011,


The Guardian 2011, ‘Orthodox Jewish Paper Apologises for Hillary Clinton Deletion’, Associated Press, 10 May, viewed 5 November 2011,
<http://www.guardian.co.uk/world/2011/may/10/jewish-paper-apologises-hillary-clinton>.

Lobo, P & Cabecinhas, R 2010, ‘The Negotiation of Meanings in the Evening News: Towards an Understanding of Gender Disadvantages in the Access to the Public Debate’, International Communication Gazette, vol. 72, no. 4-5, pp. 339-358, viewed 5 November 2011, <http://gaz.sagepub.com.ezlibproxy.unisa.edu.au/content/72/4-5/339.full.pdf+html>.