Storyteller As The Cultural Intermediary In Persuasive Narratives

A. Rahman, Khairiah and Deepti Bhargava, Deepti Bhargava (2015) Storyteller As The Cultural Intermediary In Persuasive Narratives. In: Second International Conference On Media, Communication And Culture (ICMCC 2015), 30 Nov. - 2 Dec. 2015, Vistana Hotel, Penang.

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    Abstract

    In today’s multi-ethnic cities, where media consumption habits are constantly evolving and the range of communication platforms expanding, it has become even more challenging for communication programmes to achieve their desired outcomes. One of the issues appears to be perceptions of appropriate ethnic representations, irrespective of the medium. Storytelling is an integral part of public relations and narrative persuasion is often used in communication campaigns. Narratives can sometimes validate existing stereotypes about an ethnicity, some of which might not be positive. This reinforcement of negative perceptions about their culture might result in the audiences’ dissociation with the narrative, resulting in poor perceptions of the communication in traditional media and criticism on new media.

    Item Type: Conference or Workshop Item (Paper)
    Additional Information: Name Of Student : Haja Mydin B. Abdul Kuthoos
    Subjects: P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
    Divisions: Pusat Pengajian Komunikasi (School of Communication) > International Conference on Media, Communication, & Culture (ICMCC)
    Depositing User: Mr Firdaus Mohamad
    Date Deposited: 10 Feb 2017 16:48
    Last Modified: 10 Feb 2017 16:48
    URI: http://eprints.usm.my/id/eprint/32018

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