Does Media Shape Society or Does Society Shape Media?

Human civilizations and the different societies that make up these civilizations have all been
characterized, in some way or the other, by their cultural norms. Culture order!s" the world
and render!s" it intelli#ible$ !Murphy %&'(, %)". *t is the cultural values of a society that
influences political systems and processes that impose order upon society. *t is in part the
cultural values of the masses and elites involved that determine the success or failure of a
political system, and this in turn determines whether a society thrives or disinte#rates. +he
birth and evolution of modern news media,s predecessors illustrate how the press has
always been an important political element. -onetheless, human civilizations, and political
systems have e.isted and functioned without news media for millenniums. However, news
media cannot function, or even e.ist without society. *t is society that provides news events
to cover, sources to obtain information from, issues for discourse, an audience for the news
content, and even potential consumers for modern advertisers to hawk their #oods to. /s
mentioned earlier, an interestin# similarity amon# the three approaches presented in this
essay, is that all of them approach the dynamics between the press and society throu#h an
epochal comparison of the press and society at different times and social environments.
0hat can be surmised from this is that the dynamics between press and society are
constantly chan#in# with time, and that there is no one ob1ective relationship that can
ade2uately describe press and society. +hat bein# said, it is difficult, if not impossible to
ascertain whether the press shapes culture, and therefore society, or vice versa. However,
whether the media is 1ust a reflection of society, or whether it is the creator of modern
society, it does not matter. 3ecause in the end, even if thou#h media is #iven its standin#
by society, the pervasiveness of the media makes it so, so that people are entrenched in an
environment that is media4saturated. -ewspapers, television, radio, the *nternet, billboards,
ma#azines, and even mobile telephones ac2uaint us with occurrences and issues that would
otherwise be unknown, and therefore unimportant to us. *n very much the same manner,
clout and influence over one area can also be beamed around the world to result in
clout and influence in other places. +he ubi2uitous omnipresence of the media in modern
society makes everyone a media consumer, if not directly, then by way of the influence he
receives from other media consumers. Similarly, 1ust about all aspects of society find its way
into the media, as sensationalistic issues, commentaries, or at the very least, as obscure but
documented facts.
*n any modern society, it is imperative that its members are aware of the media, not 1ust of
its information and entertainment functions, but of the intricacies of what #oes on between
the lines and behind the scenes in the production of media messa#es, and of the end effects
of these messa#es. 5eople need to be able to read the fine print and to not take media
messa#es at face value because behind these messa#es are #atekeepers with vested
economical, political, and even pure economic interests for whom the trust and vulnerability
of the media consumer is essential. 6ven without such sinister motivations, the hidden
messa#es and overall effect of certain types of media messa#es have the potential to
influence the way people think and behave, and ultimately the potential to influence societal
norms. 7n the other hand, people also need to be aware of the innate potential of society to
dictate media content and processes. /t the end of the day, media needs to have an
audience, and only content that is relevant to the audience has the stayin# power needed for
lastin# impact on the norms and values of society. +hus, the press of any #iven time is
undoubtedly a reflection of the social, political, economic, cultural and even #eophysical
environment of its covera#e and reach. However, in this a#e, social, political, economic,
cultural and even #eophysical environments are all touched, directly or indirectly, by the lon#
and nimble fin#ers of the mass media. 7ver time human society invents new uses for the
press, new media to carry the press, and new cultures for the press to report about and
debate upon. *ntellectuals in society conceive new theories to make sense of this ever
chan#in#, yet cyclic, relationship between society and media.
*-+87D9C+*7-
+he purpose of this paper is to identify and e.amine the mechanisms, concepts, and
implementation of self4re#ulation within the Malaysian media environment. *t has been
widely
accepted that self4re#ulation procedures are based on the Content Code developed by the
Content
:orum of the media industry !+he Communication ; Multimedia Content :orum of Malaysia,
<=%%".
*n this study, we conceptualise a self4re#ulatory framework media environment in Malaysia
to
better understand the media profile and landscape in Malaysia. +he contents of this paper
are
structured as follows. :irst, a review of the media profile and landscape in /sia #enerally and
Malaysia specifically is described. Specifically, the importance of and the role of media in
/sia
are briefly hi#hli#hted. Second, the profile of Malaysian media includin# print, broadcast and
di#ital media is discussed to present an overview of the media environment. +hirdly, this
overview will help us to understand media freedom and practice in Malaysia. +hen, the
research
method is presented. :inally, we conclude that we can improve the re#ulatory practices by
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safe#uardin# media content and educatin# the media industry in this era of the e.pansion of
an
information society.
Media in /sia
+he role of the media is very important in shapin# the lives of people. Chia !%&&)" ar#ues
that,
by the early %&&=s, there were several crucial social issues such as poverty, limited access
to
telephones, and a lack of knowled#e of the D#lobal lan#ua#e, 6n#lish. +hese issues have
hampered most /sians, particularly people in rural areasB those who live in rural areas prefer
local media pro#rammes, whilst urban people en1oy imported media pro#rammes. *ndeed,
media
content must be considered to symbolize the cultural, economic and political values of
/sian
countries. :urthermore, the media is an essential tool for or#anisations in that it can offer
much
useful information instantly and accurately !Chia, %&&)". +herefore, the media is often seen
as
the key to educatin# and entertainin# /sian societiesE however, this is not unproblematic,
since
many !particularly in Malaysia and *ndonesia with their predominant *slamic populations" are
very sensitive about several issues concernin# aspects of cultural diversity, notably racial
and
reli#ious divisions !*#a, <==&". +hese factors become important when there are substantial
differences in content between 0estern and 6astern media pro#rammes.
+oday, the role of the mass media has become prominent not only for disseminatin#
information
for public and private or#anisations but also for increasin# the de#ree of literacy amon#
/sian
people. +he role of the media helps us to understand how public relations may support
>lobal Media ?ournal @ Malaysian 6dition Aolume %,
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or#anisations to build economic transition
<
in developin# countries because it is a powerful tool
to shape public opinion !Sriramesh ; Aercic, <==C". +his development is lar#ely dependent
on
the ma#nitude of mass media infrastructure ac2uired by /sian countries.
:urthermore, the mass media of printin#, broadcastin# and multimedia services in Malaysia
have
under#one tremendous #rowth and concomitantly have increasin#ly become the centralised
means of communication and sources of information. *ndeed, usin# these media helps
Malaysian
society to be kept informed by watchin# forei#n and local education and entertainment
pro#rammes !3adarudin, %&&'B <=". +herefore, the today s chan#in# media system may
provide
new learnin# skills for Malaysian society to nurture them to be a knowled#e4based society.
587:*G6 7: +H6 M/G/HS*/- M6D*/
Gike many 6uropean countries, the Malaysian media can be divided into two sectionsB print
and
broadcast. 3oth play si#nificant roles in shapin# public interest as well as for national
development in this country.
5rint Media
+here are four ma1or publishers that produce and print newspapers and ma#azines in the
Malay
lan#ua#e and 6n#lishB the -ews Straits +imes >roup, the 9tusan Melayu >roup, Star

<
6conomic transition means the process of transitions of countries to a better economic
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5ublications and the Iaran#kraft >roup. *n practice, all print media follow strict #uidelines
set
by the Ministry of *nformation !Iaur, %&&CE *#a, <==&".
+he 9tusan Melayu >roup publishes the two dailies 9tusan Malaysia and 9tusan Melayu.
Min##uan Malaysia is published as the Sunday edition. +his #roup, the oldest publisher, also
publishes ma#azines such as 9tusan Iiblat, 9tusan 5ela1ar, Mastika and 0anita, a
women s
ma#azine !Iaur, %&&CB '<E *#a, <==&". /ll publications are produced in the Malay lan#ua#e.
+he -ew Straits +imes >roup publishes two types of publicationsB newspapers and
ma#azines.
+he daily newspapers include +he -ew Straits +imes, +he Malay Mail, 3erita Harian !in
Malay", 3usiness +imes, and Shin Min Daily -ews !in Mandarin" and three Sunday papers 4
+he
-ew Sunday +imes, Sunday Star and 3erita Min##u !in Malay". +his media or#anisation
also
publishes ma#azines such as Her 0orld, +he Malaysian 3usiness, Malaysian Di#est, Her
0orld
Cook 3ook, Her 0orld /nnual, Home Scene, *nformation Malaysia and ?elita !in Malay"
!ibid".
Most of these publications, as su##ested by their titles, are published in 6n#lish. +he Star
5ublications >roup publishes +he Star !a daily", the Sunday Star, and the ma#azines
Shan#hai
!in Chinese" and Iuntum !in Malay" !Iaur, %&&C". /nother publisher is the Iaran#kraft
>roup,
which publishes the followin# ma#azinesB 3intan# Iecil, /rena, 3olasepak, :okus S5M,
>eli
Hati, 8ema1a, Media Hiburan 8ia, Stadium and +elatah 7lok47lok, and a bi4weekly
newspaper,
0atan !Iaur, %&&CE *#a, <==&". /ll publications are in Malay.>lobal Media ?ournal @
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3roadcast Media
+he implementation of a privatisation policy has had a si#nificant impact on broadcast media
in
Malaysia, which has encoura#ed stiff competition amon# public and private broadcast
stations to
improve the media and broadcastin# industry !Iaur, %&&'B %&&&E *#a, <==&". +here are four
ma1or :866 +7 /*8television stations operatin# in the countryB +A%, +A<, +AC, +A& and
-+AJ.
7f these, +A% and +A<, which are directly controlled by the Ministry of
*nformation,Communication and Culture, play a vital role in influencin# public opinion for
national development !3adarudin, %&&'E *#a, <==&". +AC, a private and commercial
television
station, is aimed at propa#atin# the #overnment a#enda for the purpose of unity amon#
multiethnic and multi4reli#ious #roupin#s in this country. /nother private and commercial
television
stations are +A& and -+AJ, which e.clusively operate in ma1or urban areas, particularly in
the
Ilan# Aalley, the lar#est urbanised area in Malaysia !ibid".
+he audio broadcast media, which are fully owned and controlled by the Ministry of
*nformation, Communication and Culture, operate <) hours a day, and they broadcast
pro#rammes in the Malay, 6n#lish, Chinese and +amil lan#ua#es. /ddin# to the boomin#
broadcastin# industry, /ll /sia -etworks plc !/S+87", a pay4+A and Malaysia s first di#ital
broadcast service, offers << +A and radio services. Satellite +A is run by Measat 3roadcast
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-etwork Systems Sdn 3hd !3adarudin, %&&'" and reached about one million subscribers in
<==C
and currently has nearly C millions subscribers !/stro, <=%=".
-ew or Di#ital Media
9nder the Communication and Multimedia /ct %&&', the Ministry of 6ner#y, Communication
and Multimedia became responsible for re#ulatin# the multimedia and broadcastin# industry
!*nternational Gaw 3ook %&&'E /lsa#off and Hamzah, <==J". +he #rowin# awareness of the
importance of new communication and multimedia technolo#ies, under the leadership of
Mahathir Mohamed, the former 5rime Minister of Malaysia, has led to the buildin# of a
Multimedia Super Corridor, which was claimed to be one of the most sophisticated
communication and multimedia pro1ects in the world, to promote and marshal the national
policy
towards the era of di#italisation !/riff and Chuan, <===". +hus, under policies of privatisation,
liberalisation and dere#ulation, and coupled with the effects of di#italisation, Malaysia has
now
become one of the top developin# countries in the world in the era of #lobalisation
!3adarudin,
%&&'B /lsa#off and Hamzah, <==J".
*n preparin# for the challen#es of #lobalisation, the Malaysian media have a##ressively
promoted di#ital media to reach their audiences interactively. +elekom Malaysia is
responsible
for providin# the *nternet infrastructure, for instance *nternet and multimedia services such
as
+mnet, 3luehyppo, +mnet Streamy. and many more, to enable users to #et connected to
the
world of di#ital technolo#y, where information is interactively disseminated !+elekom
Malaysia, >lobal Media ?ournal @ Malaysian 6dition
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<=%=". Moreover, under /S+87 s operation, the /ll /sia 3roadcast Centre has provided
di#ital
facilities with the latest broadcastin# technolo#y to make people s lives more interactive,
e.citin# and convenient !/stro, <=%=". 3adarudin !%&&'" ar#ues that althou#h di#ital and
multimedia services have been vi#orously promoted by +elekom Malaysia and /S+87, the
Ministry of *nformation, Communication ; Culture has fully controlled all pro#rammes !local
and forei#n" to be aired by considerin# Malaysian culture and sensitivities. +hus, it important
for
Malaysian society to improve their cultural competencies in a media conte.t.
*ndeed, Malaysia, the fastest developin# country in South 6ast /sia !3huiyan, %&&J", has
pro1ected its #ood reputation across the world. Mahathir Mohamad, the former 5rime
Minister,
who published a book, 0orld Class 5ublic 8elations *n 5ractice, claimed that by usin#
e.cellent
public relations skills, Malaysia has come to represent the leadin# ed#e of #lobal scientific
and
technolo#ical developments by portrayin# the nation s ima#e throu#h world class me#a4
pro1ects
such as the world s tallest buildin# !56+87-/S +win +owers", the bi##est airport !Iuala
Gumpur *nternational /irport", and the ultra4sophisticated Multimedia Super Corridor
!Mohamad, <==CE Mohamad, <==FE see 3huiyan, %&&J". However, Malaysia has been
criticised
by anti4imperialist scholars for its support of 0estern imperialism, and for turnin# Malaysia
into
a new /sian capitalist country !Chomsky, <==)". *n the ne.t section, media freedom is
discussed
to see to what e.tent mainstream media play a role in shapin# and influencin# public
perception.>lobal Media ?ournal @ Malaysian 6dition
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Media :reedom in Malaysia
Havin# described the profile of the media in Malaysia, it is worth briefly notin# the
development
and trends of mass media in buildin# and sustainin# a civil society. +he current #overnment,
which has ruled Malaysia since independence in %&FJ, has #enerally controlled all key
mainstream media
C
!/nuar, <===E -etto, <==<". -etto !<==<" ar#ues that the media mainstream
has developed to serve the #overnment s policies in every national aspect relatin# to
political,
economic and social matters, with the result that only #overnmental political and economic
interests are allowed to diffuse to the public in terms of shapin# and influencin# public
perceptions. Since %&(&, the #overnment has proposed a censorship law and has banned
any
ne#ative reports published in forei#n ma#azines and newspapers !/nuar, <===B %')". 7win#
to
strin#ent media controls, the opposition parties have failed to challen#e the #overnment s
mainstream media in influencin# public s perceptions. -etto !<==<" ar#ues that media
freedom
in Malaysia has been restricted in three waysB
%. +hrou#h restrictive laws.
<. +hrou#h ownership of media by political parties and connected business individuals.
C. +hrou#h self4censorship e.ercised by editors and 1ournalists themselves !-etto, <==<B
%'".

C
5rint mediaB 9tusan Malaysia, 3erita Harian and -ews Straits +imes, and broadcast mediaB
+A%, +A<, +AC and
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*n the li#ht of such control over the mainstream media in Malaysia, /liran, which is a
-on>overnmental 7r#anization, has proposed adoptin# Charter <=== s #uidin# principles
with the
purpose of neutralisin# the media monopoly in order to encoura#e rounded perceptions
within
civil society !-etto, <==<B <<". :ive key principles of media freedom are as followsB
%. +he media must be pluralistic, democratic, and accessible.
<. +he media must be committed to upholdin# human ri#hts, democracy, and the rule of
law.
C. +he media must uphold ethical responsibility and professionalism
). +he media must consciously promote 1ustice, freedom and solidarity
F. +he media must empower the disenfranchised, downtrodden and dispossessed !*bidB <<".
*t is important to note that the media must be Dfree in order to encoura#e new ideas voiced
by a
civil society. 0hen the media is used as a means to stimulate dialo#ue and ne#otiation,
public
relations practice in the conte.t of relationship mana#ement is improved !Sriramesh ;
Aercic,
<==)B %%".
Media 8e#ulation and Self4re#ulation
/lon# with the Malaysian #overnment s Multimedia Super Corridor !MSC" pro1ects
announcement, a -ational Communication and Multimedia 5olicy was introduced as to
encoura#e the development of industry self re#ulatory mechanism which minimize the costs
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re#ulation while at the same time providin# clear #uidelines for industry behavior in line with
the
#overnment policy ob1ectives. *t involves industry ownership and involvement in re#ulation
within a framework of clear #uidelines and ob1ectives of the #overnment re#ulations !Shafie,
<===E /lsa#off and Hamzah, <==J". *t is intended that the media industry bodies reco#nized
by
the re#ulatory authority have implemented the industry voluntary codes of practice re#ardin#
various matters relate to the sub1ect of re#ulations.
However there are some double standards in practicin# the media re#ulations and policies
as
those online and multimedia players !internet access providers, search en#ines, web host or
content a##re#ators" do not have full control over the content which passes throu#h their
servers
or websites, compared to other paper based publications to the public !Cutler, %&&J".
+he term self4re#ulation$ means that the industry of profession rather than the #overnment
is
doin# the re#ulation !Campbell, %&&&". +hus the term self re#ulation$ would be best reflect
to
the ways media or#anizations perform practices by involvin# le#islation sta#e by developin#
a
code of practice but the #overnment may mandate that an industry adopt and enforce a
code of
self re#ulation and even monitor or #uide them to impose those re#ulations !/yres and
3raithwaite, %&&<E /lsa#off and Hamzah, <==J".
+his study will identify to what e.tent the self re#ulatory mechanism for the local media
players
would benefit the industry and the #rowth of future media technolo#ies in this country. +he
ob1ectives of this study are as followsB >lobal Media ?ournal @ Malaysian 6dition
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%. +o e.amine the meanin# and the understandin# of self re#ulatory frameworkE
<. +o identify the mechanism used to implement Content CodeE
C. +o determine the enforcement and monitorin# mechanism of Content CodeE
). +o e.plore key issues and complaints on Content :orumKContent CodeE
F. +o dia#nose the evaluation on Content CodeE
(. +o identify the advanta#es and disadvanta#es of Content CodeE and finally,
J. +o #ive su##estions to improve the Content Code.
86S6/8CH M6+H7D
8esearch Desi#n and Strate#y
*n4depth interviews took place between :ebruary and March <=%=. Due to the cultural
diversity
in Malaysia, the interviews included the three main racesB Malay, Chinese and *ndian. 7f the
<=
selected members for the content forum, only %< replied and a#reed to be interviewed.
Members
of the content forum here were practitioners who are directly responsible for practisin#
and
implementin# the Content Code in their respective or#anisations. :irst, a cover letter notin#
the
purpose of this interview was delivered to informants via email. +hen all the interviewees
were
contacted by telephone or email to set an appointment. 0ith the permission of interviewees,
a
di#ital recorder was used to record the conversations, which helped the researcher to
conduct the
interview smoothly and efficiently. /ll interviews were undertaken at the interviewees
places of
work. +he interviews were conducted in 6n#lish andKor Malay 4 dependin# on which
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the interviewees preferred. Durin# the interviews, a set of 2uestions was used to #uide the
conversation and, importantly, the researcher also posed probin# or follow4up 2uestions to
stimulate the conversation on the topics discussed. Havin# fle.ibility to discuss the topics of
interest with interviewees and encoura#in# an interactive process between interviewer and
interviewees may enhance the 2uality of interview !Daymon ; Holloway, <==<B %((". /fter
the
interview, the researcher transcribed all the interview data.
Data /nalysis
+he 2ualitative data of this study were also analysed usin# the thematic approach. Data from
the
interviews were transcribed verbatim based on the recordin#. +he ne.t step was
cate#orisin# the
data into few key themes and then the data were analysed accordin# to themes.
:*-D*->S
+his section presents the results #athered from the in4depth interviews. *nformants were %<
members from the Content :orum who were from media and telecommunications
or#anisations.
+hese informants were from the electronic and new media !& companies" and
telecommunications or#anisations !C companies". Seven key themes are hi#hli#hted and
these
were related to the self4re#ulatory framework and the scenario in the Malaysian media
industryB
!%" the meanin# and the understandin# of self re#ulatory frameworkE !<" the mechanism
used to
implement Content CodeE !C" enforcement and monitorin# mechanism of Content CodeE !)"
issues and complaints on Content :orumKContent CodeE !F" evaluation on Content CodeE !("
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advanta#es and disadvanta#es of Content CodeE and finally, !J" su##estions to improve the
Content Code.
Iey theme %B Meanin# and understandin# of self4re#ulatory framework
More than half of the members interpreted and understood that self4re#ulation is basically
about
the understandin# of content code in settin# out their own policy in accordance to the
or#anisations re2uirements and national a#enda. +he members also believe that self4
re#ulation
is about applyin# and implementin# what is ri#ht and what is wron# with re#ard to media
laws
and re#ulations as well as ethical issues. +his can be seen in the response of one
informant as
followsB
Self4re#ulation means !that", we as the industry eventually, understandin# the
frame !as" to set our own policy to be in accordance with the national ob1ectives.
* don,t think we are unconsciously !in a dire state". 0e are doin# self4re#ulation.
0e eventually create our own product as the media company !and" as the content
company. Lwe are unconsciously followed the self re#ulation$.
7n the other hand, some members understood that self4re#ulation is re#arded as abidin# by
strict
#uidelines and codes set by the commission or the authority. +his matter can be seen in the
2uotation of one particular informant as followsB>lobal Media ?ournal @ Malaysian 6dition
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Self4re#ulation !can be defined as" #uidelines of content control based on content
codes set by the commission$.
Iey theme <B Mechanism used to implement Content Code
+he ma1ority of the members believe that they use a suitable mechanism to communicate
messa#es about the Content Code to their staff throu#h staff trainin#. +he avenues include
compliance trainin#, internal trainin#, technical trainin#, in4depth trainin# and 1ournalism
trainin#, re#ular briefin#, content code distribution, seminar and workshops. 7ne informant
responded to this as followsB
7ur staffs are re2uired to attend a seminar when we invite someone from the
content forum !CMC:" to deliver a talk. So whatever cautions hi#hli#hted by the
staff, we actually impose that. 0e actually do that. * think it was last year !that"
we or#anized !the seminar" and all our new staffs are told !to attend". +hey are
re2uired !to attend and" in fact they need to.$
0hile few others affirmed that the most suitable mechanism is throu#h close collaboration
with
the Malaysian Communications ; Multimedia Commission !MCMC" and Malaysian
Censorship
3oard !G5:". 7ne informant concluded by sayin#B >lobal Media ?ournal @ Malaysian 6dition
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/fter the trainin#, the G5: officers !will" work with us. 0e let the G5: officers
stay to#ether with us !and checked whatever necessary". !+here are" two officers
for one channel. So the station !now" has two G5: personnel.$
However, only one informant believes that the distribution of the actual copy of the
Communications ; Multimedia /ct %&&' !CM/ &'" is the most suitable mechanism used to
help
implement the Content Code.
Iey theme CB 6nforcement and monitorin# mechanism of Content Code
+he outcome of the findin#s concluded that two thirds of the members consider usin#
#uidelines
and Content Code itself as an appropriate enforcement and monitorin# mechanism of the
Content
Code. +he answer from one informant wasB
!0e" follow the CMC:,s content code because it,s actually about the license.
So, these !matter will #o" throu#h !by" referrin# to the #uidelines !provided".$
/ few other informants said that laws and re#ulations, censorship, licenses, policies,
evaluations,
feedback and edited content !pro#rams, articles, or documents" are suitable methods used
to
enforce and monitor the Content Code implementation. However, two informants believed
that
complaint is the fittin# option to enforce and monitor the Content Code. +he suitable 2uote
can
be taken from one particular informantB>lobal Media ?ournal @ Malaysian 6dition
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!+here are" specific units if you 1oin marketin# !team where" we !will" brief you
!re#ardin# rules and re#ulations". *t,s not so much but you are told what it is but
it,s not how we reviewed it !but dependin# on" how many complaints we
received.$
7ne of the informantrs chose survey ratin#s and 1oint ventures with related companies or
or#anizations as the mechanism used to enforce and monitor Content Code implementation.
Iey theme )B *ssues and complaints on Content :orumKContent Code
3ased on the findin#s of the study, more than half of the members affirmed that they have
issues
or complaints a#ainst the Content :orumKContent Code and most of the issues or complaints
are
related to commercialKadvertisements, reli#ious issues, and technical terms as well as
inappropriate content issues. /n informant in this study statedB
+he bi##est battle that * have in this buildin# with my Ge#al Mana#er is actually
the a#encies and the clients !with" inappropriate content. !/nd" another common
complaints that we #et is about commercial$
However, the total number of the complaints or issues are very small. /dditionally, another
one
third of the members stated that they have no issues or complaints about the Content
:orumKContent Code. >lobal Media ?ournal @ Malaysian 6dition
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Iey theme FB evaluation on Content Code
/s obtained from the findin#s, almost all of the members had conducted the evaluation on
the
Content Code and concluded that the Content Code is strict and 2uite detailed, but does not
comprehensively cover every aspect of each related media field. /s mentioned by one of the
informantsB
!+his" Contents code if you really ask me is !too hard and heavily described". *
would say it,s 2uite details !and" too much to follow. 7n top !of that", the content
code !did not" cover every aspects that relates to the industry.$
0hile few of the members had never conducted any evaluation on the Content Code, they
therefore had no comments or opinion re#ardin# the matter.
Iey theme (B /dvanta#es and disadvanta#es of the Content Code
3ased on the findin#s of the study, all the members believe that the Content Code has its
advanta#es and disadvanta#es. +he advanta#es areB
i. +he Content Code allows more creativity
ii. +he Content Code always acts as a reference
iii. +he Content Code always acts as a #uideline>lobal Media ?ournal @ Malaysian 6dition
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iv. +he Content Code is somethin# that can be used as a defense mechanism when
necessary
v. +he Content Code can act as a meetin# point and a source of information
vi. +he Content Code can act as a medium to solve problems since it provides
different perspectives or viewpoints from different players or parties involved in
the industry
+he disadvanta#es areB
i. Media players are not #iven too much powerKcredibility to act on certain thin#s
ii. +he Content Code limits creativity
iii. +he Content Code need to be more visible$ for media players to see
iv. +he Content Code is 2uite descriptive and too detailed
v. +he codes are not able to captureKcover everythin#
vi. +he codes have some elements of politics
Iey theme JB Su##estions to improve the Content Code
Several informants su##ested some elements to improve the Content Code.B
i. +he lan#ua#e used in the codes needs to be improved
ii. / lot of repetition in the codes need to be minimized
iii. +he Content Code needs to have more accessibility for the industry>lobal Media ?ournal
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iv. +here is the need for a lot of open dialo#ues sessions with all media players and
a#encies that are involved in the media industry
v. +he #overnment and related a#encies must allow the media to have a little bit of
space on how the media wants to disseminate news
vi. /ll media players and related a#encies have to work to#ether with the #overnment
on certain campai#ns to help improve the Content Code
vii. +he Content Code needs to be constantly updated
viii. +he Malaysian Communications ; Multimedia Commission !MCMC" should
educate those involved in the Content Code creation
i.. Malaysian Communications ; Multimedia Commission !MCMC" have to evaluate
on how well the people in the industry adopt and adapt to the Content Code as to see
the impact or results of Content Code usa#e
.. More promotion should be #iven since not all players in the media industry know
what is the Content Code
.i. +hose involved in the Content Code draw up process should understand the Content
Code well
.ii. +he Content Code needs to be less descriptive or detailed
.iii. 6ach code needs to interplay, intertwine and support each other, not contradict.
.iv. +he #overnment and a#encies involved need to put a lot of effort and #et the masses
to understand the lan#ua#e used in the codes
.v. +he #overnment has to trust and #ive some space for media players to re#ulate
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.vi. +here is the need to have a separation on which matters need #overnment
interference and which matters do not need #overnment interference
.vii. +he Content Code needs to be reviewed often since the industry is evolvin# and
chan#in# all the time