This article is about identity and lifestyles formation among rural youths in Sabah through their use of the global-local media images in the midst of living in remote places with little socio-economic activities. The key issue here is to identify to what extent globalization have reached into the lives of rural youths and how these developments have shaped their identity. Findings presented are a combination of quantitative and qualitative data that has been collected over a span of two years beginning 2013. In terms of their media consumption pattern, globalizations have indeed penetrated into the lives of rural youths where almost 70 percent of them are said to have enjoyed a variety of Asian and Western television programs. However, in an interview with 40 informants, out of 38 media images shown, only one girl picked images of a K-pop all girls group as representing who she is. Rather, it was media images of U.S president Barack Obama, Disneyland, Japan and Eiffel Tower that was frequently selected as representing their identity. The reason for this is because these images mediate notions of 'hope' and 'change' for these youths, who experienced social exclusion. Thus, the main issue concerning globalization, is not about cultural imperialism but how rural youths appropriated global cultures from the media to communicate their local condition in line with Kraidy's (2002: 17) notion of 'cultural hybridity' as a "communicative practice". Rural youths may appropriate global media content, but it is used to articulate their hope for a better future. sejauh mana globalisasi telah menyerap masuk ke dalam kehidupan belia luar bandar dengan aktiviti sosio-ekonomi yang terhad dan bagaimana senario ini telah mempengaruhi pembentukan identiti mereka. Dapatan kajian diperolehi merangkumi gabungan data kuantitatif dan kualitatif yang dikutip selama dua tahun bermula 2013. Dari segi pola penggunaan media mereka, globalisasi media jelas kelihatan telah menembusi kehidupan belia luar bandar di mana 70 peratus dikenalpasti menggemari pelbagai program televisyen dari Asia dan Barat. Berdasarkan 38 imej-imej media yang ditunjukkan, hanya seorang responden wanita sahaja daripada keseluruhan 40 responden yang ditemubual memilih imej kumpulan wanita K-pop sebagai mewakili identiti mereka. Imej-imej daripada media global seperti Presiden Amerika Syarikat Barack Obama, Disneyland, Jepun dan Eiffel Tower yang lebih kerap dipilih oleh responden sebagai mewakili identiti mereka. Antara sebabnya ialah kerana imej-imej tersebut menyelitkan konsep 'harapan' serta 'perubahan' bagi belia-belia ini yang mengalami masalah peminggiran sosial. Apa yang boleh dicerap di sini termasuklah isu utama mengenai globalisasi bukanlah soal imperialisme budaya tetapi lebih kepada bagaimana belia luar bandar menggunapakai budaya-budaya global dari media untuk mengkomunikasikan keadaan setempat mereka. Ini sejajar dengan pandangan Kraidy (2002: 17) mengenai 'cultural hybridity' sebagai "amalan komunikasi" di mana belia luar bandar menerima-pakai ...
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