Understanding Colourism Through Social Media Discourse (Twitter) Among Malaysians

This research is designed to study the pervasiveness of colourism in Malaysia through discourses on the subject of skin colour that subsist on social media. Colourism is essentially defined as a prejudice or discrimination based on skin colour. Principally, this thesis discovers the commonly subt...

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Main Author:	Zulkifli, Zulfati Izazi
Format:	Thesis
Language:	English
Published:	2021
Subjects:	P87-96 Communication Mass media
Online Access:	http://eprints.usm.my/53026/1/ZULFATI%20IZAZI%20BINTI%20ZULKIFLI.pdf
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id	my-usm-ep.53026
record_format	uketd_dc
spelling	my-usm-ep.530262022-06-23T07:49:19Z Understanding Colourism Through Social Media Discourse (Twitter) Among Malaysians 2021-02 Zulkifli, Zulfati Izazi P87-96 Communication. Mass media This research is designed to study the pervasiveness of colourism in Malaysia through discourses on the subject of skin colour that subsist on social media. Colourism is essentially defined as a prejudice or discrimination based on skin colour. Principally, this thesis discovers the commonly subtle act of colourism in the society by concentrating on the discursive strategies and linguistic devices implemented in their digital discourse. To accomplish this, a theoretical framework composed of Computer- Mediated Discourse and Discourse-Historical Approach is formulated. To strengthen the interpretation of discourse, the analysis is supported by Sociocognitive Approach and Representation Theory. A method of organising the presentation of data is adapted from the construction of Thematic Analysis. The composition of data is achieved by conducting a virtual fieldwork, followed by a convenience sampling method of data collection performed on a social media site called Twitter. This is a qualitative research that reveals the underlying ideology through the construction of language in the discourse of skin colour. The findings from this study suggests that colourism is evidently present in Malaysia. A number of themes arise from their discourse about skin colour, predominantly on the subject of beauty, self-esteem, skin bleaching, and gender bias. Their discourse is realised through discursive strategies such as nomination, predication, and argumentation, along with constructive linguistic devices such as deixis, rhetoric, and verbs of feelings 2021-02 Thesis http://eprints.usm.my/53026/ http://eprints.usm.my/53026/1/ZULFATI%20IZAZI%20BINTI%20ZULKIFLI.pdf application/pdf en public phd doctoral Perpustakaan Hamzah Sendut Pusat Pengajian Bahasa Literasi & Terjemahan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	P87-96 Communication Mass media
spellingShingle	P87-96 Communication Mass media Zulkifli, Zulfati Izazi Understanding Colourism Through Social Media Discourse (Twitter) Among Malaysians
description	This research is designed to study the pervasiveness of colourism in Malaysia through discourses on the subject of skin colour that subsist on social media. Colourism is essentially defined as a prejudice or discrimination based on skin colour. Principally, this thesis discovers the commonly subtle act of colourism in the society by concentrating on the discursive strategies and linguistic devices implemented in their digital discourse. To accomplish this, a theoretical framework composed of Computer- Mediated Discourse and Discourse-Historical Approach is formulated. To strengthen the interpretation of discourse, the analysis is supported by Sociocognitive Approach and Representation Theory. A method of organising the presentation of data is adapted from the construction of Thematic Analysis. The composition of data is achieved by conducting a virtual fieldwork, followed by a convenience sampling method of data collection performed on a social media site called Twitter. This is a qualitative research that reveals the underlying ideology through the construction of language in the discourse of skin colour. The findings from this study suggests that colourism is evidently present in Malaysia. A number of themes arise from their discourse about skin colour, predominantly on the subject of beauty, self-esteem, skin bleaching, and gender bias. Their discourse is realised through discursive strategies such as nomination, predication, and argumentation, along with constructive linguistic devices such as deixis, rhetoric, and verbs of feelings
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Zulkifli, Zulfati Izazi
author_facet	Zulkifli, Zulfati Izazi
author_sort	Zulkifli, Zulfati Izazi
title	Understanding Colourism Through Social Media Discourse (Twitter) Among Malaysians
title_short	Understanding Colourism Through Social Media Discourse (Twitter) Among Malaysians
title_full	Understanding Colourism Through Social Media Discourse (Twitter) Among Malaysians
title_fullStr	Understanding Colourism Through Social Media Discourse (Twitter) Among Malaysians
title_full_unstemmed	Understanding Colourism Through Social Media Discourse (Twitter) Among Malaysians
title_sort	understanding colourism through social media discourse (twitter) among malaysians
granting_institution	Perpustakaan Hamzah Sendut
granting_department	Pusat Pengajian Bahasa Literasi & Terjemahan
publishDate	2021
url	http://eprints.usm.my/53026/1/ZULFATI%20IZAZI%20BINTI%20ZULKIFLI.pdf
_version_	1747822218707992576

Understanding Colourism Through Social Media Discourse (Twitter) Among Malaysians

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