In the minds of Philippine audiences: constructions of Malaysian culture from two tv soap operas

Abstract

More than 40 years after the association of Southeast Asian Nations (ASEAN) was founded in August 8. 1967 (ASEN, n.d.a), the vision to establish solidarity and identity in the organization is still underway. Several Projects and programs have been formulated and launched to ensure that the objectives of the organization are met, especially with regard to the cultivation of regional identity or ASEN Regionalism' (ASEN, n,d,b.). the ASEAN vision 2020 guides the framework of the socio-cultural projects of the organization in bonding the region as one community with one identitiy (ASEN, n, a,a.) Media was identified as one of the ways by which people from different cutures could understand and participate in developing an ASEN identity. The soap opera, both on radio and television, is very popular in the Philippines. Has it contributed to the awareness and knowledge of another ASEN culture? In 2007, GMA network Inc. pioneered in a coproduction with Malaysian firm Creasion Sbn. Bhd. For television soap opera "Muli" (Again). It starred Filipino actors led by Alfred Vargas and Marian Rivers, and Malysia's Carrie Lee. Data from surveys conducted in Mega Malnila by AGB Nielsen Media. Research Philipines, ins, shows that from February 18, 2007 to May 19, 2007, "Muli" garnered the highest viewership over other soap opers in the early afternoon time slot. Not to be left behind, ABS-CBN entered in to a venture with Malaysian's double vision for production of A time for us" starring Jericho Rosales and Malaysian actress Carmen Soo. The soap opera was aired in the Philippines in October 2008. This paper sought to fined out what Philippine television viewer have constructed of Malaysian culture through the Filipino-Malaysian co-Produced shows. Data was obtained from eight (8) focus group discussions (FGSs) or a total of eighty (80) discussants among avid viewer of the shoes in Metro Manila. Analysis of the data was viewd from the perspectives of how audiences interpret messages independently of media producers, and mediated social constructions.