An Assessment of Petronas Eid Ads in the Context of Modernization and Tradition in Malay Society

Abstract

Modernity has penetrated practically every facet of life, making it impossible for society members to escape. Moreover, in the former western colonized region, the enlightenment era's western worldview is inevitable. Accordingly, Pre-modern Malay societies are crushed and forced to adapt. Within this understanding, this study used Anthony Giddens' concept of time, place, risk, and trust to examine the Malay society's modernity within existing Petronas Eid ads. The findings showed that Malay culture is strongly influenced by modernity, however, it demonstrated the resistance to modernization at some extend by preserving its heritage and Islamic beliefs in all aspects. Keywords: Advertisement, Modernity, Malay Society, Tradition Values, eISSN 2514-7528 ©2022. The Authors. Published for AMER & cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), and cE-Bs (Centre for Environment-Behaviour StudiesCollege of Built Environment, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/jabs.v7i22.410