Marketing

Cultural Issues Faced by ASTRO

Malaysia is a multi-ethnic, multi-cultural and multilingual society. Within Malaysian society there is a Malay culture, a Chinese culture, an Indian culture, a Eurasian culture, along with the cultures of the indigenous groups of the peninsula and north Borneo. A unified Malaysian culture is something only emerging in the country. The overall cultural situation of Malaysia is relatively stable with general peace and tolerance of each other’s culture and religion. However, due to the close proximity of the different cultural, religious and ethnic groups, the Malaysian satellite television ASTRO which served Malaysian audiences, all at once, with an endless stream of programme choices had faced multiple cultural issues.

Foreign Culture

-In a long period of time, ASTRO has streamed and provided a lot of different programme from different side of the earth. Due to that, the locals are exposed to foreign programmes and the locals are attracted to the foreign culture because their culture and lifestyles are different from the locals. In time, foreigners culture has without a doubt affected our local culture and causes some of the local society to lose interest in our very own cultures. This causes the locals especially the young to adopt the more interesting culture into their life rather than our own culture as it is not as appealing as the foreigner's. The wide variety of programme such as foreign movie or drama are more than our locals show and also are more interesting to watch. Sadly because of this, people enjoy watching foreign films rather than supporting local films.

Multi-Ethnic and Multi-Lingual

-In Malaysia, religions is a very sensitive issues as with a multi-ethnic society, there is bound to be friction. Therefore, we practice tolerance and respect toward each other religions to avoid friction and stay united. It is important to stay focus on the programme allowed to be air especially the religious...