New Mediators in Consumerism Activity on Malay Wedding

Abstract

The commodification of goods not only transforms traditional wedding commodity into a quantity form that can be assessed through purchasing power but simultaneously change the role and function of the mediator of traditional marriage. This study examines how the influence of a new cultural mediator plays a vital role in shaping the bride’s dream wedding ceremony through consumerism activities. This study used a qualitative approach through in-depth interviews with 19 informants who are low-income Malay bride and their families that held a wedding ceremony in Kampung Melayu Sri Wira Damai, Selangor. Qualitative data from the in-depth interviews will be analysed using theme code or ‘coding.’ The data will be separated into key themes and converted into qualitative study results. Qualitative data findings were analysed using content analysis techniques. This study showed that most of the consumerism activities on commodities and wedding services, practised by most informants in performing their wedding ceremonies, were heavily influenced by direct and indirect new cultural mediators. Although these informants have low incomes, they cannot escape from being influenced and trapped by the culture of consumerism created by the capitalists.