A Malaysian nation brand: The dissemination of it by radio Malaya via the song Tanah Pusaka

Research output: Contribution to journalArticle

Abstract

A ‘nation branding’ project disseminates the reputation of a country, just as a company’s or product’s brand image is created through advertising and branding. This reputation has a profound impact on a country’s image and the way it is perceived. Increasingly countries are reinventing themselves and, in each time, repackaging its symbolisms for both internal and external audiences. This is essentially a nation branding effort that utilises symbols like colours, the national flower, the national anthem, military uniforms, medallions, rituals and patriotic songs. Radio Malaya, which began broadcasting in 1946, gradually developed into an arm for the propagation public service announcements, news, documentaries, interviews apart from music and songs upon the Federation of Malaya’s independence in 1957. With the establishment of Orkes Radio Malaya in 1961, popular patriotic songs began airing earnestly. This marks the beginning of the government’s intent in branding a national identity and making it identifiable in a sonic manner. This paper discusses the role of the popular patriotic song Tanah Pusaka (1964), in the process of branding the nation through the radio. It focuses on the importance of branding disseminated through the repetition of symbols in songs via the radio. The salient symbols and narrative of collective history embodied in this song are important in maintaining the survival and resilience of the ethnic that share the same collective history.

Original languageEnglish
Pages (from-to)90-102
Number of pages13
JournalJurnal Komunikasi: Malaysian Journal of Communication
Volume35
Issue number1
DOIs
Publication statusPublished - 1 Jan 2019

Fingerprint

song
radio
symbol
reputation
Broadcasting
Marketing
history
broadcasting
federation
Color
national identity
resilience
public service
religious behavior
news
music
Military
narrative
interview

Keywords

  • Branding
  • Nation branding
  • Popular patriotic songs
  • Radio
  • Symbols

ASJC Scopus subject areas

  • Communication

Cite this

@article{71b00f1df5f34eb39645f37d21dae934,
title = "A Malaysian nation brand: The dissemination of it by radio Malaya via the song Tanah Pusaka",
abstract = "A ‘nation branding’ project disseminates the reputation of a country, just as a company’s or product’s brand image is created through advertising and branding. This reputation has a profound impact on a country’s image and the way it is perceived. Increasingly countries are reinventing themselves and, in each time, repackaging its symbolisms for both internal and external audiences. This is essentially a nation branding effort that utilises symbols like colours, the national flower, the national anthem, military uniforms, medallions, rituals and patriotic songs. Radio Malaya, which began broadcasting in 1946, gradually developed into an arm for the propagation public service announcements, news, documentaries, interviews apart from music and songs upon the Federation of Malaya’s independence in 1957. With the establishment of Orkes Radio Malaya in 1961, popular patriotic songs began airing earnestly. This marks the beginning of the government’s intent in branding a national identity and making it identifiable in a sonic manner. This paper discusses the role of the popular patriotic song Tanah Pusaka (1964), in the process of branding the nation through the radio. It focuses on the importance of branding disseminated through the repetition of symbols in songs via the radio. The salient symbols and narrative of collective history embodied in this song are important in maintaining the survival and resilience of the ethnic that share the same collective history.",
keywords = "Branding, Nation branding, Popular patriotic songs, Radio, Symbols",
author = "{Amir Hamzah}, Shazlin",
year = "2019",
month = "1",
day = "1",
doi = "10.17576/JKMJC-2019-3501-07",
language = "English",
volume = "35",
pages = "90--102",
journal = "Jurnal Komunikasi: Malaysian Journal of Communication",
issn = "2289-151X",
publisher = "Universiti Kebangsaan Malaysia",
number = "1",

}

TY - JOUR

T1 - A Malaysian nation brand

T2 - The dissemination of it by radio Malaya via the song Tanah Pusaka

AU - Amir Hamzah, Shazlin

PY - 2019/1/1

Y1 - 2019/1/1

N2 - A ‘nation branding’ project disseminates the reputation of a country, just as a company’s or product’s brand image is created through advertising and branding. This reputation has a profound impact on a country’s image and the way it is perceived. Increasingly countries are reinventing themselves and, in each time, repackaging its symbolisms for both internal and external audiences. This is essentially a nation branding effort that utilises symbols like colours, the national flower, the national anthem, military uniforms, medallions, rituals and patriotic songs. Radio Malaya, which began broadcasting in 1946, gradually developed into an arm for the propagation public service announcements, news, documentaries, interviews apart from music and songs upon the Federation of Malaya’s independence in 1957. With the establishment of Orkes Radio Malaya in 1961, popular patriotic songs began airing earnestly. This marks the beginning of the government’s intent in branding a national identity and making it identifiable in a sonic manner. This paper discusses the role of the popular patriotic song Tanah Pusaka (1964), in the process of branding the nation through the radio. It focuses on the importance of branding disseminated through the repetition of symbols in songs via the radio. The salient symbols and narrative of collective history embodied in this song are important in maintaining the survival and resilience of the ethnic that share the same collective history.

AB - A ‘nation branding’ project disseminates the reputation of a country, just as a company’s or product’s brand image is created through advertising and branding. This reputation has a profound impact on a country’s image and the way it is perceived. Increasingly countries are reinventing themselves and, in each time, repackaging its symbolisms for both internal and external audiences. This is essentially a nation branding effort that utilises symbols like colours, the national flower, the national anthem, military uniforms, medallions, rituals and patriotic songs. Radio Malaya, which began broadcasting in 1946, gradually developed into an arm for the propagation public service announcements, news, documentaries, interviews apart from music and songs upon the Federation of Malaya’s independence in 1957. With the establishment of Orkes Radio Malaya in 1961, popular patriotic songs began airing earnestly. This marks the beginning of the government’s intent in branding a national identity and making it identifiable in a sonic manner. This paper discusses the role of the popular patriotic song Tanah Pusaka (1964), in the process of branding the nation through the radio. It focuses on the importance of branding disseminated through the repetition of symbols in songs via the radio. The salient symbols and narrative of collective history embodied in this song are important in maintaining the survival and resilience of the ethnic that share the same collective history.

KW - Branding

KW - Nation branding

KW - Popular patriotic songs

KW - Radio

KW - Symbols

UR - http://www.scopus.com/inward/record.url?scp=85064488501&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85064488501&partnerID=8YFLogxK

U2 - 10.17576/JKMJC-2019-3501-07

DO - 10.17576/JKMJC-2019-3501-07

M3 - Article

AN - SCOPUS:85064488501

VL - 35

SP - 90

EP - 102

JO - Jurnal Komunikasi: Malaysian Journal of Communication

JF - Jurnal Komunikasi: Malaysian Journal of Communication

SN - 2289-151X

IS - 1

ER -