Drama Rantaian Asia: Wanita Melayu, Gelagat Menonton, dan Idea Kemodenan - Md Syed, Md Azalanshah; Ibrahim, Mohd Nazri (Jurnal Pengajian Media Malaysia, 2012)
This qualitative study is concerned with the continuing popularity of Asian soap opera or soaps, among Malay women in Malaysia. This situation attracts various responses. The government criticises this television genre because it cultivates foreign modernity which has strong tendency toward consumer culture and urban lifestyle. Some also express anxiety that this genre might undermine the standards of Malay womanhood and compromise cultural task in the private space. We want to argue, however, that Malay women are very discerning viewer and they develop critical watching competencies to negotiate the meaning of modernity in Asian soaps without necessarily ignoring their cultural values. Malay women are not passive receivers and simply absorbed any cultural text on television but are instead, experts at negotiating of the seemingly conflicting values of modernity and tradition within their wider political, religious and cultural terrain. Kajian kualitatif ini meneliti dengan populariti drama rantaian Asia yang dalam kalangan wanita Melayu di Malaysia. Keadaan ini menarik pelbagai tanggapan. Pemerintah mengkritik genre televisyen ini kerana memupuk kemodenan asing yang mempunyai kecenderungan kuat terhadap budaya pengguna dan gaya hidup bandaran. Selain itu, wujud kerisauan bahawa genre ini mungkin akan merosakkan taraf kewanitaan Melayu dan menjejaskan tugas budaya dalam ruang peribadi. Namun, penyelidik berpandangan bahawa wanita Melayu adalah khalayak kritikal dan mereka mengembangkan kecekapan menonton untuk menyesuaikan makna kemodenan dalam drama rantaian tanpa mengabaikan nilai budaya mereka. Wanita Melayu bukanlah khalayak pasif yang hanya menyerap teks budaya menerusi televisyen. Sebaliknya, mereka pakar dalam menyesuaikan nilai-nilai kemodenan dan tradisi yang kelihatan bertentangan dalam bidang politik, agama dan budaya mereka.