Date of Award

1-1-2000

Thesis Type

Masters

Document Type

Thesis

Divisions

Faculty of Business & Economics

Department

-

Institution

Universiti Malaya

Abstract

The aim of this study is to identify the characteristics that are outstanding in the youth of today towards the special kind of music and songs that are generally referred lagu Melayu Nusantara'. The factors that influence the attraction of the youth of today towards this kind of music is given prominence. These factors are as follows, ( i ) the existence of forces that attract these youth to this particular kind of music, ( ii ) the singer presenting the song and finally, ( iii ) the lyrics of the song that captivates the youth. In my study, I have used a total of 320 youths, out of which 179 were upper secondary school students, 59 were undergraduates of the University of Malaya and 82 were working youths. This total number of people were chosen as samples for my study under the scheme which is referred to as Quota Sampling. The feedback pertaining to this study was obtained through the use of structured questionnaires which were prepared by the person conducting this study. This data was then analysed by using the Statistical Package for Social Science {SPSS) for MS Window Release 8.0 programe. The study revealed that the Malay consumer is attracted to the music end songs that are not only in the Malay language but also those that are classified under 'lagu Melayu Nusantara'. The same goes for the attitude and methods used by them in gaining access to information regarding the Malay music end the 'lagu Melayu Nusantara'. The same can be said for their interest in the music, the Malay songs and in the 'lagu Melayu Nusantara', where the attitude of the youth goes hand-in-hand with the methods they employ In obtaining further information about the music and the Malay songs. The interests that has captivated the youth towards Malay songs are p08itlve and significant and are in line wi1h the interests in the 'lagu Melayu Nusantara'. In the case of the female youth, their attraction to the singer is influenced by the soothing and melodious voice of the said singer and not baaed on the beauty or good looks of the singer. The opposite is true in the case of the males. The role of the recording companies in the promotion of these songs must not only be geared towards the youth in the Malay community, but to the you1hs of all races.

Initial

snms

Additional Information

Dissertation (M.A) -- Faculty of Business and Economics, Universiti Malaya, 2001

Download

Share

COinS