I am a lecturer at the Department of Communication of the International Islamic University Malaysia. My research interests are: advertising regulations, corporate advertising, social advertising, Islamic advertising, advertising and culture, marketing communication and brand communication.
The task of making responsible advertisements is left to key stakeholders. This phenomenological ... more The task of making responsible advertisements is left to key stakeholders. This phenomenological research study contributes to current research by defining the ideals of responsible advertisements from the Islamic perspective that were generated from interviews with academicians. The purpose of this research study is to examine the concept of Islamic advertising as what it should be rather than what has been practised. The key findings suggest that Islamic advertising requires several elements other than the identification of stakeholders. The challenge was in defining Islamic advertising in a seemingly paradoxical situation of consumption. The conception of advertising has been for increased consumption whilst Islam promotes the view of moderation in consumption. ______________________________________________________________________________
International Journal for Studies on Children, Women, Elderly and Disabled, 2023
In Malaysia, there is a growing number of children with autism, according to the Ministry of Heal... more In Malaysia, there is a growing number of children with autism, according to the Ministry of Health. Children with autism and other disabilities are enrolled in special education provided by the country's government, the private sector, and non-governmental organisations (NGOs). An NGO that offers educational programmes to children with autism in Malaysia is the National Autism Society of Malaysia (NASOM). There are 15 NASOM centres in Malaysia and there has been a need for more studies on the NASOM branch in Kuantan hence, the study aimed to examine it mainly in terms of its educational programmes. The case study research design was adopted and qualitative research instruments were adopted such as the interview and observation of teachers and students in NASOM who are involved in the programmes. The findings generated three themes: NASOM services, Challenges in teaching children with autism, and Awareness of education for children with autism. The study used a grounded theoretical framework to generate a theory inductively from the data collected. The Theory of the Stakeholder Convergence of the Ideal Ambiance for Children with Autism was produced from the study upholding the importance of converging the stakeholders such as Parents, NASOM, and the public in providing an ideal ambiance for children with autism as they seek education. The paper provides recommendations to stakeholders regarding how to improve NASOM Kuantan's services for children with autism, overcome the challenges, and improve awareness so that children with autism can have a better quality of life in Malaysia. It is hoped that the study contributes to the field of education for children with autism through the theory.
Graduate School of Communication Arts and Management Innovation, National Institute of Development Administration, Jul 9, 2015
The collective responsibility of stakeholders in the making of responsible advertisements is the ... more The collective responsibility of stakeholders in the making of responsible advertisements is the essence of the multiple perspectives for responsible advertising by Polonsky & Hyman (2007) that is based on the stakeholder theory. This research study aims to contribute to current literature by defining the ideals of responsible advertisements from the Islamic perspective. The purpose of this research study is to examine the concept of Islamic advertising as what it should be rather than what is already practised as Islamic advertising. This qualitative study involves the interviewing of academicians with an Islamic background. The key findings suggest that Islamic advertising can be comparable to propagation if it adheres to the principles of da’wah, is centred on tawḥīd, promotes ḥalāl products and is Shari’ah compliant. The challenge was in defining Islamic advertising as there is seemingly a paradox regarding the association of advertising whose conception was inspired by commercialism, whilst Islam promotes the view of propagation and moderation in consumption. It is hoped that this research study has contributed to current studies on stakeholder theory and defined Islamic advertising in view of Malaysia’s position as the Global Halal Hub
Shariah principles should be used as guidance for Islamic advertising to the Muslim market. The M... more Shariah principles should be used as guidance for Islamic advertising to the Muslim market. The Muslim market ought to be conveyed in an Islamic manner as advertising should be perceived as a form of education other than having the commercial objectives
There have been several research studies examining television advertising content in terms of eff... more There have been several research studies examining television advertising content in terms of effects rather than television advertising production. The production process is significant to examine so as to determine the factors that influence advertising messages prior to the formation of a framework guiding the television advertising production process. The purpose of the research study is to examine the television advertising production process of countries that are members of the Organisation of Islamic Cooperation (OIC). The OIC acts as a collective voice for Muslims making its members important to examine in relation to whether Islamic values are imbued in the production of television advertisements. The study was framed using the Hierarchy of Influences model that underlines the five levels of influence on media content ranging from macro to micro levels that include social systems, social institutions, organizations, routines, and individuals. Interviews with eight represent...
Ethical advertising and Islamic advertising appear dissimilar as the former refers to Western eth... more Ethical advertising and Islamic advertising appear dissimilar as the former refers to Western ethics and the latter Islamic ethics. The question of whether ethical advertising should be used in place of Islamic advertising is raised in the paper. This discussion is significant as selecting an apt concept for advertising to Muslims is essential. This is supported by Sapir-Whorf hypothesis that claims a person’s conception of the world is dictated by language. When the concept of Islamic advertising is used, Islamic ethics and not Western ethics is brought to the foreground. The article springs a surprise of whether there is indeed the demarcation between Western and Islamic ethics or not. Western categories of normative ethics have been used by Muslim scholars with the difference being the prerequisite for adapting Western ethics using the main sources of the Qur’an and the Sunnah from the Islamic perspective.
The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultur... more The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultural groups which had been developing for some time in Malaysia (Mohamad, 1970). The National Cultural Policy 1971, by defining a common Malaysian culture, was ...
The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultur... more The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultural groups which had been developing for some time in Malaysia (Mohamad, 1970). The National Cultural Policy 1971, by defining a common Malaysian culture, was ...
The imbuement of Islamic ethics by advertising practitioners is central to the sculpturing of Isl... more The imbuement of Islamic ethics by advertising practitioners is central to the sculpturing of Islamic advertising messages. Ethical advertising encompasses several dimensions and of major focus here is ethics in relation to the advertising practitioner. The Muslim Islamic advertising practitioner has the role of forming advertising objectives that would succeed in achieving advertising effects on earth and in attaining eternal goodness in the Hereafter in line with Islamic ethics. The article applies four themes of a framework generated from Al-Ghazali's Al-Ihya' to Muslim Islamic advertising practitioners. The themes centre on the practitioners' need for understanding the ideals of a believer while conducting business activities by embracing the key concepts of vicegerency, Tawhid, Ihsan, Islam, Iman and wasatiyyah in repelling moral myopia that underscores the practitioners' difficulty in identifying ethical issues. The Muslim practitioner who recognises and embraces the Islamic purpose of life would use Islam as a holistic guide in life including when making decisions for advertising production.
With the growth of the political communication discipline as the goal, the qualitative inquiry, i... more With the growth of the political communication discipline as the goal, the qualitative inquiry, in a field that is dominated by the quantitative inquiry, has been recommended to be placed alongside quantitative research in some literature. This is not a novel recommendation. The mixed methods approach in the pursuit of theoretical understanding is emulating the traditional political communication research practices of previous scholars. The discipline's growth should be spurred by answering new research questions, developing old theories, innovating new theories and making new recommendations that would benefit from the interpretive paradigm of the qualitative inquiry. There is greater engagement between political actors with the advent of social media, an inevitable importance of image and identity in political brand communication, inequality in obtaining political messages, the interdisciplinary nature of political communication and the political public sphere – all these characterized political communication. Political communication benefits from the interpretive paradigm by allowing an examination of perspectives from participants encompassing insider information obtained from political parties and the discourse analysis of political actors on social media that underscores the profoundness of qualitative interpretations.
This study explores the uses and gratifications theory on the use of Facebook among Palestinian s... more This study explores the uses and gratifications theory on the use of Facebook among Palestinian students at a public university in Malaysia. The theory posits that individuals actively choose media channels or media content to satisfy their needs. In-depth interviews were conducted among 12 heavy users of facebook. These participants comprise Palestinian students of a public university in Malaysia. As it is, Facebook is a convenient platform to express ideas and opinions on the Palestine crisis making it popular amongst Palestinian users particularly with the Palestine-Israel conflict that is taking place now in the West Bank, Gaza Strip and Jerusalem. The findings of the study identify the needs gratified by Facebook: connecting, source of news and information, freedom of expression, entertainment and academic purposes. The reasons why Facebook gratifies the public university's Palestinian students' needs is because Facebook is perceived as a convenient platform, is a famous social networking site (SNS), provides entertainment and allows the freedom of expression. The participants pointed out three improvements that are required from Facebook: improving the privacy of users, cutting advertisements and allowing more freedom of expression.
Lavidge and Steiner's (1961) hierarchy of effects model has strengths in its pragmatism and clari... more Lavidge and Steiner's (1961) hierarchy of effects model has strengths in its pragmatism and clarity. It outlines the series of steps consumers take with the purchase of products being the final step. The steps are related to the cognitive, affective and conative components of psychology. Advertisers could use advertising and other marketing communication tools to spur consumers up the steps of the model. The purpose of this paper is to examine the Lavidge and Steiner model from the Islamic perspective and produce a framework of Islamic advertising. This aim arose from the targeting of the growing Muslim market by several advertising campaigns. It also arose from previous research studies that have recommend advertisers be sensitive to the Islamic beliefs of the Muslim target audience in producing effective advertising messages. The model therefore requires an Islamic dimension to guide the production of effective advertisements for Muslims. Abstrak: Model kesan berhierarki yang diutarakan oleh Lavidge dan Steiner (1961) mempunyai kekuatan secara pragmatisme dan kejelasannya. Ia menggariskan beberapa langkah untuk pengguna menglaksanakannya dengan pembelian produk sebagai langkah terakhir siri tersebut. Langkah-langkah tersebut berkaitan dengan komponent psikologi iaitu kognitif, afektif dan konatif. Pengiklan-pengiklan boleh menggunakan kaedah pengiklanan dan alat komunikasi pemasaran yang lain untuk merangsang pengguna bagi setiap
The task of making responsible advertisements is left to key stakeholders. This phenomenological ... more The task of making responsible advertisements is left to key stakeholders. This phenomenological research study contributes to current research by defining the ideals of responsible advertisements from the Islamic perspective that were generated from interviews with academicians. The purpose of this research study is to examine the concept of Islamic advertising as what it should be rather than what has been practised. The key findings suggest that Islamic advertising requires several elements other than the identification of stakeholders. The challenge was in defining Islamic advertising in a seemingly paradoxical situation of consumption. The conception of advertising has been for increased consumption whilst Islam promotes the view of moderation in consumption. ______________________________________________________________________________
International Journal for Studies on Children, Women, Elderly and Disabled, 2023
In Malaysia, there is a growing number of children with autism, according to the Ministry of Heal... more In Malaysia, there is a growing number of children with autism, according to the Ministry of Health. Children with autism and other disabilities are enrolled in special education provided by the country's government, the private sector, and non-governmental organisations (NGOs). An NGO that offers educational programmes to children with autism in Malaysia is the National Autism Society of Malaysia (NASOM). There are 15 NASOM centres in Malaysia and there has been a need for more studies on the NASOM branch in Kuantan hence, the study aimed to examine it mainly in terms of its educational programmes. The case study research design was adopted and qualitative research instruments were adopted such as the interview and observation of teachers and students in NASOM who are involved in the programmes. The findings generated three themes: NASOM services, Challenges in teaching children with autism, and Awareness of education for children with autism. The study used a grounded theoretical framework to generate a theory inductively from the data collected. The Theory of the Stakeholder Convergence of the Ideal Ambiance for Children with Autism was produced from the study upholding the importance of converging the stakeholders such as Parents, NASOM, and the public in providing an ideal ambiance for children with autism as they seek education. The paper provides recommendations to stakeholders regarding how to improve NASOM Kuantan's services for children with autism, overcome the challenges, and improve awareness so that children with autism can have a better quality of life in Malaysia. It is hoped that the study contributes to the field of education for children with autism through the theory.
Graduate School of Communication Arts and Management Innovation, National Institute of Development Administration, Jul 9, 2015
The collective responsibility of stakeholders in the making of responsible advertisements is the ... more The collective responsibility of stakeholders in the making of responsible advertisements is the essence of the multiple perspectives for responsible advertising by Polonsky & Hyman (2007) that is based on the stakeholder theory. This research study aims to contribute to current literature by defining the ideals of responsible advertisements from the Islamic perspective. The purpose of this research study is to examine the concept of Islamic advertising as what it should be rather than what is already practised as Islamic advertising. This qualitative study involves the interviewing of academicians with an Islamic background. The key findings suggest that Islamic advertising can be comparable to propagation if it adheres to the principles of da’wah, is centred on tawḥīd, promotes ḥalāl products and is Shari’ah compliant. The challenge was in defining Islamic advertising as there is seemingly a paradox regarding the association of advertising whose conception was inspired by commercialism, whilst Islam promotes the view of propagation and moderation in consumption. It is hoped that this research study has contributed to current studies on stakeholder theory and defined Islamic advertising in view of Malaysia’s position as the Global Halal Hub
Shariah principles should be used as guidance for Islamic advertising to the Muslim market. The M... more Shariah principles should be used as guidance for Islamic advertising to the Muslim market. The Muslim market ought to be conveyed in an Islamic manner as advertising should be perceived as a form of education other than having the commercial objectives
There have been several research studies examining television advertising content in terms of eff... more There have been several research studies examining television advertising content in terms of effects rather than television advertising production. The production process is significant to examine so as to determine the factors that influence advertising messages prior to the formation of a framework guiding the television advertising production process. The purpose of the research study is to examine the television advertising production process of countries that are members of the Organisation of Islamic Cooperation (OIC). The OIC acts as a collective voice for Muslims making its members important to examine in relation to whether Islamic values are imbued in the production of television advertisements. The study was framed using the Hierarchy of Influences model that underlines the five levels of influence on media content ranging from macro to micro levels that include social systems, social institutions, organizations, routines, and individuals. Interviews with eight represent...
Ethical advertising and Islamic advertising appear dissimilar as the former refers to Western eth... more Ethical advertising and Islamic advertising appear dissimilar as the former refers to Western ethics and the latter Islamic ethics. The question of whether ethical advertising should be used in place of Islamic advertising is raised in the paper. This discussion is significant as selecting an apt concept for advertising to Muslims is essential. This is supported by Sapir-Whorf hypothesis that claims a person’s conception of the world is dictated by language. When the concept of Islamic advertising is used, Islamic ethics and not Western ethics is brought to the foreground. The article springs a surprise of whether there is indeed the demarcation between Western and Islamic ethics or not. Western categories of normative ethics have been used by Muslim scholars with the difference being the prerequisite for adapting Western ethics using the main sources of the Qur’an and the Sunnah from the Islamic perspective.
The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultur... more The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultural groups which had been developing for some time in Malaysia (Mohamad, 1970). The National Cultural Policy 1971, by defining a common Malaysian culture, was ...
The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultur... more The bloody racial riot of 13 May 1969 marked the underlying animosity between the dominant cultural groups which had been developing for some time in Malaysia (Mohamad, 1970). The National Cultural Policy 1971, by defining a common Malaysian culture, was ...
The imbuement of Islamic ethics by advertising practitioners is central to the sculpturing of Isl... more The imbuement of Islamic ethics by advertising practitioners is central to the sculpturing of Islamic advertising messages. Ethical advertising encompasses several dimensions and of major focus here is ethics in relation to the advertising practitioner. The Muslim Islamic advertising practitioner has the role of forming advertising objectives that would succeed in achieving advertising effects on earth and in attaining eternal goodness in the Hereafter in line with Islamic ethics. The article applies four themes of a framework generated from Al-Ghazali's Al-Ihya' to Muslim Islamic advertising practitioners. The themes centre on the practitioners' need for understanding the ideals of a believer while conducting business activities by embracing the key concepts of vicegerency, Tawhid, Ihsan, Islam, Iman and wasatiyyah in repelling moral myopia that underscores the practitioners' difficulty in identifying ethical issues. The Muslim practitioner who recognises and embraces the Islamic purpose of life would use Islam as a holistic guide in life including when making decisions for advertising production.
With the growth of the political communication discipline as the goal, the qualitative inquiry, i... more With the growth of the political communication discipline as the goal, the qualitative inquiry, in a field that is dominated by the quantitative inquiry, has been recommended to be placed alongside quantitative research in some literature. This is not a novel recommendation. The mixed methods approach in the pursuit of theoretical understanding is emulating the traditional political communication research practices of previous scholars. The discipline's growth should be spurred by answering new research questions, developing old theories, innovating new theories and making new recommendations that would benefit from the interpretive paradigm of the qualitative inquiry. There is greater engagement between political actors with the advent of social media, an inevitable importance of image and identity in political brand communication, inequality in obtaining political messages, the interdisciplinary nature of political communication and the political public sphere – all these characterized political communication. Political communication benefits from the interpretive paradigm by allowing an examination of perspectives from participants encompassing insider information obtained from political parties and the discourse analysis of political actors on social media that underscores the profoundness of qualitative interpretations.
This study explores the uses and gratifications theory on the use of Facebook among Palestinian s... more This study explores the uses and gratifications theory on the use of Facebook among Palestinian students at a public university in Malaysia. The theory posits that individuals actively choose media channels or media content to satisfy their needs. In-depth interviews were conducted among 12 heavy users of facebook. These participants comprise Palestinian students of a public university in Malaysia. As it is, Facebook is a convenient platform to express ideas and opinions on the Palestine crisis making it popular amongst Palestinian users particularly with the Palestine-Israel conflict that is taking place now in the West Bank, Gaza Strip and Jerusalem. The findings of the study identify the needs gratified by Facebook: connecting, source of news and information, freedom of expression, entertainment and academic purposes. The reasons why Facebook gratifies the public university's Palestinian students' needs is because Facebook is perceived as a convenient platform, is a famous social networking site (SNS), provides entertainment and allows the freedom of expression. The participants pointed out three improvements that are required from Facebook: improving the privacy of users, cutting advertisements and allowing more freedom of expression.
Lavidge and Steiner's (1961) hierarchy of effects model has strengths in its pragmatism and clari... more Lavidge and Steiner's (1961) hierarchy of effects model has strengths in its pragmatism and clarity. It outlines the series of steps consumers take with the purchase of products being the final step. The steps are related to the cognitive, affective and conative components of psychology. Advertisers could use advertising and other marketing communication tools to spur consumers up the steps of the model. The purpose of this paper is to examine the Lavidge and Steiner model from the Islamic perspective and produce a framework of Islamic advertising. This aim arose from the targeting of the growing Muslim market by several advertising campaigns. It also arose from previous research studies that have recommend advertisers be sensitive to the Islamic beliefs of the Muslim target audience in producing effective advertising messages. The model therefore requires an Islamic dimension to guide the production of effective advertisements for Muslims. Abstrak: Model kesan berhierarki yang diutarakan oleh Lavidge dan Steiner (1961) mempunyai kekuatan secara pragmatisme dan kejelasannya. Ia menggariskan beberapa langkah untuk pengguna menglaksanakannya dengan pembelian produk sebagai langkah terakhir siri tersebut. Langkah-langkah tersebut berkaitan dengan komponent psikologi iaitu kognitif, afektif dan konatif. Pengiklan-pengiklan boleh menggunakan kaedah pengiklanan dan alat komunikasi pemasaran yang lain untuk merangsang pengguna bagi setiap
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