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The Role of Media in Consumer Acculturation and Identity Negotiation: The Case of Malay Sojourners in the United States of America

Syed Mukhiar, Sharifah Nadiah
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1431004218

Abstract Details

2015, Doctor of Philosophy (PhD), Ohio University, Mass Communication (Communication).
This dissertation described the role of media in Malay sojourners’ consumer acculturation and identity negotiation in the United States of America. This was achieved by examining the Malay sojourners’ 1) reactions to the American market, 2) pre-purchase information searches, 3) perception of American advertising and 4) symbolic consumption. To achieve these objectives, the Malay sojourner’s overall acculturation consisting of the pre-immigration phase, the immigration phase and the possible outcomes were studied. The study employed an exploratory qualitative method by examining the sojourners’ experiences through self-reports. This involved 15 in-depth interviews and 3 focus group discussions conducted with Malay sojourners in Washington, D.C.; Athens, Ohio; Columbus, Ohio and Kalamazoo, Illinois. The sojourners consisted of students, expatriates, Malaysian Embassy staff and spouses of the first three groups. The result showed that media did not play a big role either before or during the acculturation process. There was some level of distress in adaptation reported by the sojourners. In the sociocultural aspect, the Malay sojourners tended to be quite separated from the dominant culture group. Pre-immigration influences were found to be very important in Malay sojourner’s consumer acculturation and identity negotiation. Television advertising did not play an important role in Malay sojourner’s information search. However, the Malay sojourners effectively maneuvered the American market by utilizing other marketing strategies employed by the host culture. This competence was guided by existing knowledge of marketing strategies, media and international brands. The sojourners also had to adjust their purchasing behavior due to a lack of Islamic compliant products in the American market. The ethnic group’s collectivistic nature played an enormous part in their pre-purchase information search. The Malay sojourners used symbolic consumption to strengthen their existing identity built on faith and culture. These findings were discussed and associated with the Malaysian political forces and local market, the Malay culture and Islamic practices.
Drew McDaniel, PhD (Committee Chair)
209 p.
Mass Communications
Consumer acculturation; identity; Malay sojourners

Recommended Citations

Citations

  • Syed Mukhiar, S. N. (2015). The Role of Media in Consumer Acculturation and Identity Negotiation: The Case of Malay Sojourners in the United States of America [Doctoral dissertation, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1431004218

    APA Style (7th edition)

  • Syed Mukhiar, Sharifah Nadiah. The Role of Media in Consumer Acculturation and Identity Negotiation: The Case of Malay Sojourners in the United States of America . 2015. Ohio University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1431004218.

    MLA Style (8th edition)

  • Syed Mukhiar, Sharifah Nadiah. "The Role of Media in Consumer Acculturation and Identity Negotiation: The Case of Malay Sojourners in the United States of America ." Doctoral dissertation, Ohio University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1431004218

    Chicago Manual of Style (17th edition)

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This open access ETD is published by Ohio University and OhioLINK.