CONCEPTUALISING THE ROLE OF PUBLIC RELATIONS IN BROADCASTING THE NATION BRANDING
Keywords:
Public relations, nation branding, broadcasting, Malaysia Madani, promotional cultureAbstract
This paper critically examines the intersection between public relations (PR) practices and nation branding within the Malaysian broadcasting industry. Using the Malaysia Madani framework as a focal point, this study maps the role of public relations in promoting and shaping Malaysia’s nation branding through televised media. The objectives of this research are threefold: (1) to investigate how public relations officers in Malaysian broadcasting stations contribute to the promotion of nation branding narratives; (2) to map out the strategies and tools used by these PR officers to align broadcasting content with national identity frameworks such as Malaysia Madani; and (3) to assess the impact of these efforts on public perceptions of the Malaysian nation branding. The paper addresses a critical issue in the Malaysian broadcasting industry: the underexplored role of PR in strategically broadcasting and sustaining nation branding narratives. While existing literature on nation branding has primarily focused on economic or political dimensions, there is a dearth of research examining how PR in media institutions shapes public perceptions of the nation, mainly through structured narratives like Malaysia Madani.References
"MADANI Nation: Towards Restoring Malaysia's Dignity and Glory." New Straits Times, January 19, 2023, www.nst.com.my/news/nation/2023/01/871757/madani-nation-towards-restoring-malaysias-dignity-and-glory. Accessed June 27, 2023.
Anderson, B. R. (2016). Imagined communities: Reflections on the origin and spread of nationalism (Rev. ed.). Verso.
Anholt, S. (2007). Competitive identity: the new brand management for nations, cities and regions. Palgrave Macmillan.
BERNAMA (2023). Madani a robust framework with six core values. [online] BERNAMA. Available at: https://www.bernama.com/en/news.php?id=2157602 [Accessed 18 Oct. 2024].
Bolin, G., & Ståhlberg, P. (2021). The PowerPoint Nation: Branding an Imagined Commodity. European Review (Chichester, England), 29(4), 445–456. https://doi.org/10.1017/S1062798720000496
Breuilly, J. (2016). Benedict Anderson’s Imagined Communities: A symposium. Nations and Nationalism, 22(4), 625–659. https://doi.org/10.1111/nana.12236
Brubaker, R. (1992). Citizenship and nationhood in France and Germany. Harvard University Press.
Brubaker, R. (1996). Nationhood and the national question in the Soviet Union and post-Soviet Eurasia: An institutionalist account. Theory and Society, 25(1), 1-46. https://doi.org/10.1007/BF00163394
Brubaker, R. (2004). Ethnicity without groups. Harvard University Press.
Dinnie, K. (2015). Nation Branding: Concepts, Issues, Practice (2nd ed.). Routledge. https://doi.org/10.4324/9781315773612
Dinnie, K. (2022). Elements of nation branding strategy. In Nation Branding (3rd ed., pp. 215–242). Routledge. https://doi.org/10.4324/9781003100249-13
Greenfeld, L. (1992). Nationalism: Five roads to modernity. Harvard University Press.
Kamaruzzaman, A. Z. (2024, August). Media plays crucial role in disseminating Malaysia Madani policies. New Straits Times. https://www.nst.com.my/news/nation/2024/08/1087965/nstp-gme-media-plays-crucial-role-disseminating-malaysia-madani-policies
Kazemi, F. (2009). Two. Perspectives on Islam and Civil Society. Princeton University Press EBooks, pp. 38–55. https://doi.org/10.1515/9781400825370.38
Malešević, S. (2013). The sociology of nationalism: A theoretical introduction. Palgrave Macmillan. https://doi.org/10.1057/9781137310644
Musa, M. F., & Musa, M. F. (2023). In The Evolution of Madani: How Is 2.0 Different from 1.0? (pp. 1–40). Chapter, ISEAS–Yusof Ishak Institute.
Teo, N. C. (2023, September 26). KKD to continue promoting Malaysia Madani concept. The Malaysian Reserve. https://themalaysianreserve.com/2023/09/26/kkd-to-continue-promoting-malaysia-madani-concept-teo/
Valaskivi, K. (2016). Cool nations : media and the social imaginary of the brandinged country (1st ed.). Routledge. https://doi.org/10.4324/9781315794662
Viktorin, C., Gienow-Hecht, J. C. E., Estner, A., & Will, M. K. (Eds.). (2018). Nation branding in modern history. Berghahn Books. https://doi.org/10.1515/9781785339240
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
