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The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests

Mohamed, Shafizan and Zulkarnain, Hanis Safiyyah and Mamat, Najmi Syahiran (2019) The 77 years (1941-2018) evolution of mastika’s cover: a visual framing of the Malay audience’s interests. International Journal of Heritage, Art and Multimedia, 2 (5). pp. 1-15. E-ISSN 2600-8262

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Abstract

This article analyses how Mastika magazine, one of the oldest and most established lifestyle magazines in Malaysia, framed the Malay interest throughout its 77 years of publication. The study applies framing theory and design principles to examine how the magazine presented the interests of its Malay audiences through the designs of its covers. A visual analysis of 80 covers from 1941 to 2018 was performed, comparing several aspects concerning both the content of the magazine and the art design. Results showed that the evolution of Mastika can be explained through 6 time phases that captured a dynamic use of images and graphics to define and represent the interest of the Malay audiences.

Item Type: Article (Journal)
Additional Information: 5172/72680
Uncontrolled Keywords: Magazine Covers, Visual Framing, Malay Audiences, Cover Designs, Culture
Subjects: H Social Sciences > H Social Sciences (General) > H10 Societies
H Social Sciences > H Social Sciences (General) > H51 History
H Social Sciences > H Social Sciences (General) > H61.8 Communication of information
H Social Sciences > H Social Sciences (General) > H92 Pictorial works
H Social Sciences > H Social Sciences (General) > H93 Popular works
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Kulliyyah of Islamic Revealed Knowledge and Human Sciences
Depositing User: Dr Shafizan Mohamed
Date Deposited: 18 Jun 2019 08:51
Last Modified: 18 Jun 2019 08:51
URI: http://irep.iium.edu.my/id/eprint/72680

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