Journalism and Mass Communication

Journalism and Mass Communication Volume 6, Number 8, August 2016 (Serial Number 59)

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Journalism and Mass Communication 6 (2016). Copyright© 2016 by David Publishing Company

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David Publishing Company www.davidpublisher.com

E-mail: [email protected]

Journalism and Mass Communication 6 (2016). Copyright© 2016 by David Publishing Company

Editorial Board Members: ★Agnes Lucy Lando (Daystar University, Kenya); ★Ahmadian Maryam (Universiti Putra Malaysia [UPM],

University [MGIHU], India); ★Manuel Goyanes (University of Santiago de Compostela,

Malaysia); ★Alonit Berenson (Zefat Academic College, Israel); ★Amira Halperin (University of Westminster, UK); ★ Anabel

★Maitrayee Ghosh (Mahatma Gandhi International Hindi

Ternes

(SRH

International

Management

Spain); ★ Mariam Gersamia (Ivane Javakhishvili Tbilisi State University, Georgia); ★Marie Jeanne Razanamanana (University of Antananarivo,

University, Germany); ★Andrew V. Tolson (De Montfort University, UK);

Madagascar);

★ Manoj Jinadasa (University of Kelaniya, Sri Lanka)

★Matthew Hibberd (University of Stirling, UK);

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★Maurizio Ali (Université de la Polynésie Française, Tahiti,

United Arab Emirate);

France);

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United Arab Emirate); ★ Bhekimpilo Sibanda (University of Fort Hare, South

★WU Ming (East China Normal University, China); ★Minzheong Song (Sogang University, Korea);

Africa); ★Bianca Marina Mitu (University of Bucharest, Romania); ★Dali Osepashvili (Tbilisi State University, Georgia);

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★David Ray Papke (Marquette University, USA);

★ Olena Ig. Goroshko (National Technical University,

★Denis Porto Renó (University of Rosario, Colombia);

Ukraine);

★Dmitri Gavra (St. Petersburg State University, Russia);

★Olga Amarie (Georgia Southern University, USA);

★Edward Howlett Spence (School of Communication and

★Peter Mikulas (Constantine the Philosopher University in

Creative Industries, Australia);

Nitra, Slovakia);

★Erik Albæ k (University of Southern Denmark, Denmark);

★Ravi B. K. (Bangalore University, India);

★ Ewa Nowak (Maria Curie-Sklodowska University,

★Samuel Toledano (University of La Laguna, Spain);

Poland);

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★ Ewa Ziemba (University of Economics in Katowice,

★Seiko Yasumoto (The University of Sydney, Australia); ★Sergey Korkonosenko (St. Petersburg State University,

Poland); ★Frances Pheasant-Kelly (University of Wolverhampton,

Russia); ★Shazia Saeed (Kinnaird College for Women, Pakistan);

England); ★Fredrick O. Ogenga (Rongo University College, Kenya);

★Shim Doobo (Sungshin Women’s University, Korea);

★HU Feng-Yung (Yuan Ze University, Taiwan);

★SUN Shaojing (Fudan University, China);

★HU Jiangbo (University of Chinese Academy of Sciences

★Susana Herrera Damas (University Carlos III de Madrid,

[UCAS], China);

Spain);

★Jacqui Miller (Liverpool Hope University, UK);

★Sylvie Blum-Reid (University of Florida, USA);

★João Paulo de Jesus (Jonkonping University, Sweden);

★Wu Fei (Guangzhou Jinan University, China);

★ Katarina

★Yosefa Loshitzky (University of East London, UK).

Fichnova

(Constantine

the

Philosopher

University in Nitra, Slovakia); ★Kyung Han You (GSAS, Harvard University, USA); The editors are well appreciated to the scholars who have generously contributed to the peer review of articles submitted to Journalism and Mass Communication.

Journalism and Mass Communication Volume 6, Number 8, August 2016 (Serial Number 59)

Contents Mass Communication studies A Sri Lankan Development Communication Model: Use of Traditional Forms of Communication

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Manoj Jinadasa, Chandrasiri Rajapaksha, Upali Pannilage

Media Studies The Rise of Islamic Values in Media: A Three Dimensions Analysis of Film Industry in Indonesia

455

Muhamad Fadhil Nurdin, Fitaha Aini, Vina Effendi, Mohamad Saleeh Bin Rahamad The Chinese Image on Twitter: An Empirical Study Based on Text Mining

469

Ming Xiao, Hongfa Yi

Visual Arts and Visual Communication Design Reading the Visual Design of Job Advertisements in Taiwanese Newspapers

480

Chin-Hui Chen, Shu-Wen Chuang

Social issues The Education & Training and the Utilization of Multi-cultural Workforce SU-WON KIM

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Journalism and Mass Communication, August 2016, Vol. 6, No. 8, 427-454 doi: 10.17265/2160-6579/2016.08.001

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PUBLISHING

A Sri Lankan Development Communication Model: Use of Traditional Forms of Communication* Manoj Jinadasa, Chandrasiri Rajapaksha University of Kelaniya, Kelaniya, Sri Lanka

Upali Pannilage University of Ruhuna, Matara, Sri Lanka 

This paper explores the potentials of traditional forms of communication in rural development communication. Experimenting a local development communication model that can be used at the grass-root level communication at the community development programs in Sri Lanka is the research objective. This study is a participatory research. Live participatory observation, impact analysis using a questionnaire and direct interview tools were used to analyze the impact of the creative model. This research study was experimented at Rasnayakapura divisional secretariat, Sri Lanka from 2004 to 2005. Results suggest that the traditional forms of communication can be utilized as a useful instrument in the rural community programs more than the dominant use of mass media and conventional use of small group communication. Forms of traditional communication are rich in communication because of their closeness to rural life, credibility, Utilization of familiar signs & symbols, Participation of the same community, collective presentation, Utilization of past experiences, plot and the stories from their own life and psychological understanding (attraction, attention, rationality). Communicating a message through entertainment was the practice of this model. Finally impact analysis confirmed the success of the model. Keywords: traditional forms of communication, community empowerment, development communication, Sri Lankan Folk-Lore

Introduction Contemporary development discourse has gained much regard among the academics and development practitioners. Interpretation of development cannot be limited into a single approach. This has been taken into a multidisciplinary approach. Defining development includes variety of perspectives and dilemmas. However, the most updated theoretical explanations for development after 1960s questions the suitability of the western perspective of development, so that the applicable methods for their regional development are determined by the regional cultural and social evolutions and developments (Pieterse, 2001; Hartwick, 2005; Jinadasa, 2011c, 2014). *

Acknowledges: No potential conflict of interest was reported by the authors. Manoj Jinadasa, MSSc, Senior Lecturer in Mass Communication, Department of Mass Communication, Faculty of Social Sciences, University of Kelaniya. Chandrasiri Rajapaksha, Ph.D., Senior Professor in Mass Communication, Department of Mass Communication, Faculty of Social Sciences, University of Kelaniya. Upali Pannilage, Mphil, Senior Lecturer in Sociology, Department of Sociology, Faculty of Humanities and Social Sciences, University of Ruhuna.

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A SRI LANKAN DEVELOPMENT COMMUNICATION MODEL

In the first stage, development was defined as the growth of both quantitative and qualitative aspects of social needs and services. But later, it has been changed into a different analysis by the conceptual and theoretical constructions based on the respective socio cultural and political movements in the world (Jinadasa, 2014, 2015). To measure physical and capital development, a tool such as GNP (gross national product) has been used for decades. But in the later phase, measuring development by using this type of tools has not been successful. Micro level social issues and development problems should have been relatively more attuned in these measures. Sustainable development is a contemporary fruit of this discourse. Sustainable development is the development that meets the needs of the present society with compromising the ability to receive the needs of the future generation. This study is limited to the rural community development sector in Sri Lanka. Rural development has been a familiar component in developing regions. In particular, south India, Africa, and Sri Lanka, which are some of the major regions of implementing rural community development as a basic development practice. The World Bank has suggested a more comprehensive concept and method of rural development. Rural development has been defined as a strategy to improve the economic and social life of a specific group of people, that in the rural poor including small and marginal farmers, tenants and the landless. The report of the World Bank explains, a rational program of rural development should include a mixture of activities including projects to raise agricultural output, create new employments, improve health and education, expand communication, and improve housing. The nature and content of any development program or project will reflect the circumstances of the particular country or the region… (The world bank report, 1975, pp. 28-40). Development communication refers to a spectrum of communication processes, strategies and principles within the field of international development aimed at improving the conditions and quality of life of the people struggling with underdevelopment and marginalization. Reflective of the field’s historical evolution, development communication is characterized by conceptual flexibility and diversity in the application of communication, techniques used to address the problems of development. Some approaches in the tool kit of the field include: information dissemination and education, behavior change, social marketing, social mobilization, media advocacy, communication for social change and participatory communication, communication for informed decision. Development communication is for the betterment of the society though raised from a particular group but affect the whole mass for the better. The term “Development communication” was coined by Nora C. Quebral a professor at the University of Philippines Los Banos. Development communication in practice is a relatively new phenomenon. One may argue that it existed right from the beginning of human history, just didn’t have a name such as this. The truth is it has never existed before 1970’s as a discourse. It has also suffered a lot in the hands of people and institutions who have mistakenly thought development communication is promotion of development, a different kind of public relations best achieved through a host of products like videos, newsletters, case studies and so on. In reality, it is inspirable from any real development effort. it is a part and parcel of any development agenda (http://enwikipedia.org/wiki/developmen communication). In this field Wilbur Schramm, Daniel Lerner and Everett M. Rogers played a prominent role to establish as a separate communication discipline which relates to development discourse. In 1964, Wilbur Schramme in his research carried out by using African and Latin American tribsman titled Mass Media and National Development emphasis on the importance of media in terms of motivating and integrating the nationality


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and development. In 1958, Daniel Lerner made a research from Middle East regions titled Passing the Traditional Society: Modernising the Middle East, emphasis the media can be a tool for development by working as a mobile personality and empathy for the development community and he reads the importance of urbanization and how it relates to development along with growing mass media in the middle-east countries. In 1962, Everett M. Rogers in his book Diffusion of Innovation concerns how information dissemination can enhance the innovation in a developing society. For this purpose he urges, that Mass Media and other forms of communication can be a tremendous support. However, these western experiments were highly criticized for their partiality towards the modernization model. These theorists were also blamed for their hidden work for the American cold war practices after 1950 with the new manipulation with the project of eradication third world poverty. As a result of this some keen theorist and practitioners were emerged from the developing areas by their use of local cultural and traditional forms of education for the community communication projects. Use of traditional communication in India in the rural community development in participatory development program has many potentials (Nair & White, 1993; Belbase, 1991). In Latin and Brazilian context there are many affectivities in using culture and participatory forms of commination in empowering people for the development (Bordenave, 1976; Freire, 1968). In considering the importance of national economy in Japan, local cultural communication remains much communicational applications (Oshima, 1982). In Zimbabwe, traditional thought and participatory communication make an effective communication in the development practices (Ascroft, 1971). In Philippines, use of participatory communication has made some productive communication in the local cultural communication (Quebral, 1971). This theory was much elaborated by her students in local and international level (Felix Librero, Pedro Bueno, Antonio Moran, Alexander Flor, Rex Navaro and Maria Celeste Cadiz). In Sri Lanka, culture, Buddhist religion, traditions, histories and folk-lore have many different aspects to attract community in the new development campaigns than mainstream mass media (Dissanayaka, 1984, 2008, 2009, 2014; Jayaweera, 1993; Jayaweera & Amunugama, 1987; Gunasekara, 1985, 1990; Gunarathna, 1991, 2007; Bond, 2004; Macy, 1985; Jinadasa, 2011, 2014, 2015). Further, some social projects; Sarvodaya Shramadana Movement (Ariyarathna, 1986) Sanasa Movement-Sanasa Grammeya Bank (Kiriwandeniya, 1978) have been much developed in the local development scenario by the use of traditional forms of communication associated with the culture, Buddhist religion and folk-lore. Moreover, street drama which has been much popular among bottom level communication in the local developmental campaign, has largely been developed by Gamini Haththetuwagama and Shesha Palihakkara, then it was widespread by later novel creators. However, use of Tamil street drama; Therukkuthtu, Nattakkuthtu, Kamakkuthtu have provided the foundational platform to originate such kind of traditional communication in the grass root level, while it has made a significant contribution to Indian Communities in the respective places of living in both Thamil Nadu (India) and Sri Lanka. Thus, Participatory communicational forms can be productively applied for the rural development communication while traditional forms of communication have been sourcing for making effective communication. Traditional media are the indigenous channels of communication. They are not simply old-fashioned forms of entertainment. As media they are alive. Traditional forms of communication express the folk mass consciousness, which is being embedded in the folk society. Communication researches have immensely exploded the existing characteristics of folk media, which can be effectively used for rural development

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communication programs. As media they are alive and receptive to new ideas. They are nurtured through oral and functional sources. In brief, traditional media provides channels for expressing socio-ritual, moral and emotional needs of the language groups to which they belong. So long as the contents of traditional media provide entertainment and fulfill communication needs of the groups. They will retain their worthiness as expressive agents. The more the traditional media prove their acceptability to new ideas, the more they will be regarded useful as media of communication. In this process, the contents may change, but without disturbing their structural characteristics. This is what makes them relevant to the society. In this sense, traditional forms of communication have been used for the development communication programs all over the world. It is a trend of development communication. It has achieved a rather pleasurable productivity mode than using the mainstream mass media. In order to disseminate development messages in countries like South Africa, South India, and Latin America, several experiments and practices have been made in the rural and traditional places of developing programs. In particular, this type of traditional Forms of Communication has widely been applied to communicate messages like STD, Disaster, Sexuality, Family Planning, Nutrition, Social Harmony, empowerment in the development projects. In this, the authors explored Sri Lankan traditional forms of communication: Sri Lankan traditional dance, drama, ritual, mask dance, drumming, singing… to make a local development communication model that can be applied in the rural community development with much confidence.

Materials and Methods Research Objective To explore the capacities of traditional forms of communication to create a development communication model from folk media performance, that can be used at the grass-root level communication for rural community development programs in Sri Lanka. Other Objectives  To explore the strengths and effective communication of traditional forms of communication in terms of development communication practice.  To experiment for an alternative communication usage in the capacity of rural development communication. Research Problem Can Sri Lankan Folk Forms of Communication be used for development communication? If So, How is it applied in development communication practices in Sri Lanka? Problem Statement In the sphere of development communication, traditional forms of communication have been utilized effectively for many parts of the world. Folk media has been used creatively to disseminate development messages to target groups in the rural development programs of the countries such as India, South Africa, Latin America, and Japan. Nowadays in Sri Lanka the same trend can be seen at some of the major development programs like Gamideriya, Sarvodaya, Sanasa and other regional and rural community development programs of non-governmental organizations. In this case, Street drama has been the major tool of folk media in many development communication programs. Moreover, a variety of traditional forms of communication, which are


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familiar in Sri Lanka are capable of this practice. They have a potentiality to be used in much creatively and innovatively for the pertinent development communication packages than usage of mass media for the said purpose. Research Methodology As this study was conducted using mixed approach both quantitative and qualitative methods were used, so that participatory research design was applied. Participatory Research Participatory research method was used because of this research based on the practical research experiment. It was carried out at the Rasnayakapura divisional secretariat in Sri Lanka, covering the 27 villages. The experiment was conducted from 1st of August, 2004 to 31st July, 2005 for one year period. This communicational model has been used to promote social mobilization, social communication and community empowerment by using their own traditional folk-media. This program was another part of the main program of the community governance development project at Rasnayakapura divisional secretariat conducted by the Intermediate Technology Development Group (I.T.D.G-South Asia). Two major tools used to evaluate the impact of the proposed communication at the community. Live Participatory Observation When the cultural play is showing at the same time. We can analyze the following aspects as the dialogue between actors and the community, dialogue between the communities, verbal and expressions, gestures and postures, participation, interactive-communication, responses, reactions and feedbacks. Impact Analysis Impact analysis was used after the cultural show within a month or two months. This consist of the following tools as:  The questionnaires to be presented to the field members;  The directed Interview, assess the community participation;  Acquiring new knowledge;  Acquired new behaviors;  New participation for the development programs such as community involvements. Data Collection First of all, it was studied the pertinent development program in which an effective mode of communication is needed. The main goal was to the project, had been empowering community participation for development. After that, it disclosed the rural area in which that development project has to be implemented. Then it prepared the performance based communication model. The youth and teenagers were trained in it and within the three months period they were able to narrate the overall cultural performance in front of the villagers in the evening sessions at familiar places such as Kamatha (open threshold at the paddy field), Praja Shalawa (hall of the Local body in rural village), Weu Ismatta (upper ground of the water tank in rural agricultural village). Data Analysis It was tested the differences between pre and post participation related to the cultural performance. How the cultural show impact towards enhancing community participation to the places in which their decision can

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be taken into development planning and implementation. For this purpose, it was used live participatory observation at the same time in which the cultural show is being performed. And impact analysis was conducted to test the behavior change after the new communication application. Limitations of the Study As in the participatory observation, responses of the community could be subjective based on their livelihood and environmental effects. Further, as other development program have used small group communication and public speaking, when this cultural performance was held, it was much appreciated by the rural communities as different form of community meeting.

Sri Lankan Development Communication Model: Use of Traditional Forms of Communication

Figure 1. Illustration of proposed model of rural development communication.

In the constructing of this communication model, there are key serial steps: (1) Understanding of development project and its communication objectives (Communication Necessity) (2) Understanding of the rural village, communication systems, rural development necessities and development communication issues(Place of the Audience) (3) Development communication script writing (Message Formation) (4) Forming a cultural troop from the rural community (specially from the youth and teenagers) (Channel Formation)


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(5) Training effective communication and performance skills for the cultural troop (Empowering the Channel) (6) Producing development communication script (Editing the Message) (7) Implementing communication production at the rural community level (Sending) (8) Measuring feedback of the development communication performance (Feedback) (9) Developing communication model in terms of the community interaction and feedback (Effective Communication) (10) Impact analysis (Process).

Understanding of Development Project and Its Communication Objectives Situation Analysis In the face of situation analysis of communication planning for solving identified development problems, we recognized some of the situations that prevails in the place of development. The Rural Community Good Governance program has been implemented by the ITDG in this region in order to eradicate the prevailing development problems. The main objective of this project is to enhance the life condition and promote the quality of governance in the rural political system, in the occasion of taking decision, proposing and implementing this in their own place. In search for identifying development problems in the rural area, we found following items: (1) Rural disharmony in the space of taking political decision (2) Lack of empowerment over the youth community organization (3) Absence of allocating funding for rural development due to party politics (4) Traditional leadership discourage the youth leadership (5) Bordering the rural sector with urban development facilities (6) Lack of government intervention for economic development programs in the rural area (7) Lack of establishment of the industries over the rural area (8) Lack of transport facilities (9) Undeveloped rural roads (10) Undeveloped water irrigation system (11) Absence of using proper technology (12) Inability of implementing appropriate technology to develop rural basic needs like roads and irrigation system etc. (13) Traditional barriers for rural organization such as caste, race, ethnicities etc. (14) Biasness for various NGOs for taking financial grants. Now, To expel these rural development problems, ITDG introduced a particular development project called the Rural Community Development Program. This project was implemented for five years from 2001 to 2006 December at the Rasnayakapura Divisional Secretariat, covering 27 villages with Other two villages called Unale and Kudamithawa which are situated near the Rasnayakapura Divisional Secretariat. With this development project it was urged to have a particular mode of communication to disseminate the project objectives and fundamental massages to the target audience known as rural villages. It was understood that the communication system for rural development communication, should be essentially experimental and customer oriented communication. Therefore first of all we had to explore following aspects:

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 the objective of development program  its stakeholders  participants In addition to that, we were eager to know the existing rural village communication systems of the village  traditional communication methods  mass media usage and its impact towards rural life  education, health, transport and information level of the village. After this stage we were going to plan the appropriate communication system for disseminating development massages for the rural development area. Institutional Framework For this work some of the other institutions were also incorporated. In that case Sangrama, a regional Non-Governmental Development Organization, situated at the Nikaweratiya Town was the main activator. Rasnayakapura Divisional Secretariat office and Nikaweratiya Pradeshiya Sabhawa (Local Council of governance) were the other two regional institutions, which incorporated to this program. ITDG provided funding and technical consultation that helps to convert the proposed plan into action. Organizational hierarchy of ITDG of this program is mentioned below: (1) Country Director (2) Program Manager (3) Project Manager (4) Consultant of program (5) Sangrama Director (6) Field officers. There are some community level officers who are for grass root level operation of the project: (1) Grama Seva Niladhari (Village Governor officer) (2) Krushi Paryeshana Niladari (Agricultural Research Officer) (3) Pradeeshiya Shabha Manthri (Member of the Regional Council). They are titled as Government officers also participated in this program. A particular Community Organization called Praja Sabha (Community Council) was established with the cooperation of villagers to implement the program effectively in the village. Each village had a Praja Sabha in all 24 Villages. The main objective of the program is to enhance the power and to strength the participation in terms of rural development needs. Ultimately the villagers can have much capacity to take decisions and to make influence on the government sector towards their rural development needs. This process achieved the empowerment of the rural citizens. The fundamental issue of rural development as I.T.D.G understood from the sphere of situation analysis was lack of pertinent power and understanding in order to participate in the development process with their-own aspiration and impression. Goals of the rural community governance development program: (1) To establish an environment which fulfilled the wants and needs of the rural community in their development programs; (2) To identify the objectives of the Rural Community Governance development program;


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(3) To develop and implement a community development model for rural development; (4) To implement a community participatory rural integrated development plan for Rasnayakapura Divisional Secretariat; (5) To strengthen the rural level community organization for implementing community participatory rural integrated development plan; (6) To establish a forum to gather community participation in regional level for rural development; (7) To introduce a developed community governance model for other development programs in the country. When it is going to understand the prevailing development problems, we found them in terms of following serial order with special reference to Rasnayakapura Divisional Secretariat (See Appendix B). These development issues are categorized into several fields for the sake of proper planning for addressing them in the stage of implementation the relevant development program. Target development field consisted of 27 Grama Niladari Divisions. Experimental communication model was performed at 27 GN divisions (See Appendix A). A particular Community Based Organization called Praja Sabha was established in every GN Division in order to implement the development programs in the rural level. Evaluation and monitoring mechanism was carried out in every month at the Sangrama office, which is the place of implementing rural programs consultation with the I.T.D.G. Proposed Experimental model of development communication was conducted with the full cooperation of the members (Rural Villages) of this Praja Sabha in every instance.

Understanding of the Rural Village, Communication Systems, Rural Development Necessities and Development Communication Issues (Place of the Audience) (Communication Pre-research) It was needed to make a communication system to disseminate the relevant message for the rural grass root level of the Rural Community Governance development program. Basic objective of preparing a particular model of communication was the use of effective communication of the rural community governance. It found several objectives in terms of making this kind of communication model as a part of the development project. They are as follows: (1) To communicate the message of rural community governance; (2) To empower the rural community via the grass-root level communication mechanism; (3) To strengthen the ability to participate for the development program; (4) To increase the rural community for the community based organization called Praja Sabha; (5) To increase the youth community for the rural community governance program; (6) To dispel the misconception of the development program; (7) To develop the communication and performance skills of the rural youth; (8) To create a platform for presenting development skills of the rural community; (9) To create a platform for intervention for the on-going development program; (10) To understand the traditional communication forms of the rural community. First of all it was interesting to study the geographical field of the development in order to understand the

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place of the audience. Therefore, it was very necessary to live with the rural community at least for one month. The duration of this period depends on the development project and its communication objectives. The communication researcher should live with the target development area in order to understand the socio-cultural situation of the rural community. In this, it was concentrated on the following issues: (1) Organization and hierarchy of the rural community; (2) Current development problems of the rural village; (3) Social stratification and social system of the rural village; (4) The prevalent understanding of the development project; (5) Misconceptions of the development program and the funding organization (I.T.D.G); (6) Traditional communication patterns of the rural community; (7) Mass media and communication usage and audience of the rural community; (8) Language and rural language dialects. Organization and hierarchy of the rural community differs from GN division to GN division. This has to be understood in detail. How has the traditional leadership influenced intaking decisions? How does agricultural system and village life administer over the traditional rural governance? What are the roles and responsibilities of the rural community?... are some of the information that should be collected in this search. Understanding of above facts necessarily helps to plan a proper communication system for the program of proposed development communication. Understanding of the existing rural development problems is very important. When it is going to plan a communication model, the content of the message is based on the rural development issues and problems. These issues should be addressed from the proposed communication model. This knowledge helps to decide the structure of the development communication model. Rural development problems reveal the prevalent socio-economic situation of the rural community. Rural communities are consist of different castes, races, religions… and so forth. These differences and social stratifications provide a foundation to define the appropriate communication pattern. There are certain intrinsic rural problems which are related to the caste, race religion and community participation in development. In the meantime, it is very important to measure the community awareness of the on-going development program in the rural area. Sometimes, different levels of understanding and misconceptions can cause to immerge issues as well. In this experiment. There were several social problems, which were arising due to the ignorance of the development project and getting more and more misconceptions of the project. Some understood this as a mechanism of disseminating the Christian religion like other certain NGOs, which work in the rural places at that same time. On the other hand, these things should be well communicated with expressing reality and it should be considered to make real awareness towards the rural community. For an example, in this communication campaigns it focused to dispel the religious misconceptions and make a thorough awareness of the rural community governance program and the importance of being governed by the rural community themselves. When it is preparing a grass-root level communication model it is very important to consider the traditional forms of communication, which can be collected from the rural area in which we apply for intended development program. The proposed model of development communication can be made out of the traditional forms of communication, which can be found from the same rural area. In this venture; it is worthwhile to have


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a general knowledge on the mass media, communication audience and usage of the rural community as a part of communication planning. To make varieties of communication messages it is essential to know about the language prevalent in the area and other dialects if any. Development Communication Script Writing It is very necessary to prepare a script for communication performance before one move on to producing a development communication performance. Script should include the structure and content of communication that is going to be performed. Always it is very productive to use a script for the designed communication mode before it is practiced in the ground level. In this, designed mode of development communication script is written in terms of the prevailing development issues and communication necessities. Script should cater the available communication avenues. Script should be included the following items. Each item embedded in a particular communication message that has to be addressed to solve the existing development problems in the rural village. Script has a serial order to be performed in the communication: (1) Announcement for the evening Cultural Show (Development communication). The news of this event is carried out in the village through a Daul drummer. It is called Anaberaya in the traditional Sinhalese vernacular. Anaberaya was used in ancient kingdom era, as a means of communicating message from the king to the people at the grass-root level. Anaberaya can be creatively used to announce the evening performance better than loudspeakers or any other high cost equipment in the modern sense. (2) Time of performance: Evening time 7.00 pm to 9.00 pm. (3) Place of performance: A popular place to which rural community gather without any obstacle. For an example: Threshing hold, a ground floor (in the paddy field) close to Praja Sabha, a place easy to gather for the rural community. (4) Commencement: Actors and actresses are coming with touch lighted known as Huluatta (in the Sinhalese traditional vernacular) to the stage of playing from different places without any pre-communication, surprising to the gathering audience. They all denote rural villagers. After their coming, two special persons represent traditional ritual characters similar to master (Gurunnanse) and the henchman (Paraya). They are instantly coming to the stage and announce the next item in a satirical manner of acting which provokes the audience to laugh. (5) Serial Order of the Items a. Thematic Song A theme song should be created using the main objective of the development project and the main objectives of communicating the significance of development project, So that finally seek to increase the credibility and reciprocal understanding between project and people. This song is a group song. It is very captivating to use certain forms of local dancing and a relevant dramatic performance to send the message effectively. It denotes the starting point of the entire communication performance. The commencement should be much powerful with following communication objectives:  introducing the significance of rural community governance;  main objective of development program;  emphasis of main communication issue that is to be designed for communication from this mode.

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b. Song that depicts community harmony As the second item, this song is created to acknowledge the importance of the harmony of rural community for the development progress. It is sung as a group performance with certain chorography of dancing, dramatic gestures and musical performances.  concentrating on the importance of rural community harmony for their-own development;  productivity of the community participation for the development process. c. Satiric Dramatic dialogue A dramatic event that narrates a comedy dialogue is the third item of the program. This expresses existing rural problems of government service. It sarcastically criticizes the pollution and imbalance of government servant who work in village. Problems like misconduct of the government service, pollution, political biasness, private beneficiaries, briberies are dramatically narrated with comedy. At last the event concludes with message about the importance of community empowerment in controlling such a situation. d. Short drama event that addresses a particular rural problem Several performers participate to this short drama. It is subjected to a certain rural problem of either community or the rural governors. Especially in this program there was minimum community participation for the development program. People understood this as a program for converting their religious ideology into another one as a popular understanding towards the NGOs. It is suggested to dispel this error by using a dramatic event. Using a therapeutic communication, in this short drama discusses several rural community problems and finally come to a definite solution giving them a thorough understanding with real practical examples. It is very effective to use many traditional languages and communication styles to build up a good proximity with the rural community. In this endeavor, popular language dialects, regional cultural customs, beliefs are some of the productive cultural assets that can be utilized to enhance the relevant messages. e. Stage drama song that communicate a certain development idea We can use popular stage drama songs to enthuse the rural audience while presenting development thoughts. In this case, we can use songs from stagedramas of popular (like Rathuhattakari, Naribena, Kalagola, In Sinhala dramas). Creating entertainment with classical appreciation is also defined as a goal of development communication towards illiterate rural community. The practice of using popular stagedrama events and songs for such a development communication mechanism take a credibility and closeness in communication with the rural community. Deliberately this build up understanding, interactive knowledge between publics of the intended development program. This practice can be effectively used for rural community. f. Folk song Sri Lankan tradition of Folk Music is full of folk lyrics, rhythms, legends, myths. Folk song can be categorized into many fields such as Pal kavi, Goyam Kavi (poems, which are sung in the field of Paddy), Nelum Kavi (poems in planting paddies), Karaththa Kavi (When Bullock cart are driving), Paru Kavi (when boats are driving), Pathal Kavi (when in the Mine), Bamara Kavi (when go to take bees honey from the forest). Folk song depicts rural thought and their expression in its natural form. All the communication forms of folk songs like language, musical rhythm, structure, story, experience are mush closer to the rural life. Therefore, it has no difference to make confidence to the development message towards the rural community in case of using folk song.


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g. Creative ritualistic dance drama that dispel the myth from the rural community We are proud of having a big ritual dance and drama in every part of the country. Ritualistic dance has been used to expel the psychiatric illnesses teaching the reality to patient in front of the other all rural community participation. Devil dance of the law country can be attractively used to expel the myths and erroneous misconceptions of the rural community. Creative dialogues of Devi character who wears a special mask and the Master’s character (Gurunnanse) can be appropriately adopted in terms of the development project. Drumming, lyrics singing, chanting, worshipping to devils and demons are some of the intrinsic features of the ritual dance and drama. They can be utilized with their structure to address the relevant content to the development project and therapeutically expose to the immerging issues that emerge in the implementation of development project in the rural community. Deconstruct the content in terms of the development program and apply the same structure that has been coming through the traditional performer is the fundamental theory of this performance. Traditional use of exorcism in the devil dance is used creatively as a therapeutic communication to purify the community mind from the existing barriers of the misconception about the development project. h. Nurthi/ Nadagam Song that depicts community governance There is a distinguished tradition of musical song in Sri Lanka. It is called Nurti and Nadagama drama song. Nurthi is a type of traditional musical stage drama, which was built in end of 19th century with the association of north Indian (Hindustani) music. Nadagam is also a musical stage drama, which was built in the same era with the association of south Indian music and specially a local drum called Maddalaya was originated as a result of the influence of South Indian (karnatic) music. These drama song are full of expressing the grace, the kingship, comedy, community gathering, heroism , participation etc. These materials have been popular among the rural community for several decades. They have immense caliber in motivating community towards determinism. i. Kavikolaya (Ballet) Kavikolaya has been a creative mode of traditional communication in every rural place in Sri Lanka for many decades. In this communication experiment, this kavikolaya can be innovatively used to communicate a serious message using traditional rhythm and narration style. This is performed by a single person with various performance skills. Kavikolaya event summarizes the overall communication performance at last by pointing the substance of each event with their development value to the rural community. j. Group traditional drum orchestra that expresses the termination of the program This is the last event. It uses traditional drumming consisting of Getaberaya (Kandyan regional traditional drum), Yakberaya (low country traditional devil dance drum), Daula (Sabaragamuwa Traditional ritual drum), Thammattama, Rabana, Udakkiya, Bummadiya, Talampota and other related local traditional instruments. Finally this event also expresses the importance of being inharmony when rural people are going to make their homeplaces into a much developed level. And also emphasizing the significance of rural community harmony and participation for their own community governance. Ultimately this whole communication mechanism guides to a most empowered rural community that present their powersin decision making in political, social, economic phases with higher intervention. In every instance it is expected to have interactions with rural audience when it is performed the cultural events in the creative platform of development communication. It is very necessary for understanding live

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feedback of the rural community in that instance, so that performers can respond to the critical issues of the rural community with the effective communication. Conduction of interactive communication is very essential to continue the communication mechanism with rural participation. Ultimately it foster a mutual understanding with sufficient awareness of the entire development program. Forming a Cultural Troop From the Rural Community (Specially From the Youth and Teenagers) (Channel Formation) After observing the rural community and their communication problems with reference to the activities of the development projects during a period of one month, a notice should be distributed among the rural community by mentioning the future cultural troop. And interested youth and other teens could gather to make a cultural center at the village level with the guidance of development facilitators and authorized development consultants. A special notice of mentioning the above message should be disseminated among the rural community prior to forming the cultural center. In this case, we can use a paper notice that is to be shown in the traditional way. It can be distributed both by hand and notice board in the rural village. This notice should include the criteria of enrolling members for the cultural troop. In this, it is important to request their interest and aesthetic skills. In the first stage, it is easy to make a single cultural center rather than forming for each GN division. Members can be selected representatively from each GN division and it is possible to prepare a single center. After implementing designed development communication program at some GN division at the basic level, a cultural center for each GN division could be made taking into consideration with the previous learning issues and experiences. Number of the members of cultural center should not exceed 30 to 40 for keeping the expenses within allocated budget. An interview or formal examination should be conducted to select the members and it should be much fair for every person. There should not be any kind of partial selection, or private interest in selecting members for the cultural troop to avoid discrimination and any prejudices. Training Effective Communication and Performance Skills for the Cultural Troop After being selected the members for the cultural center, a specialized group of cultural performers could be organized to communicate the development messages to the target rural audience. They should be trained on basic elements of effective communication and its practice. They are fully practiced in communication competencies than the theory. In this, it is very necessary to be trained in performance skills. This communication practice rather cater on the live cultural performance skills. It includes:  music skills;  dance skills;  theatre skills;  presentation skills. Performance skills can be understood as follows:  vocal sound practice;  singing practice;  music instrumental playing;  dancing;  acting;


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 drumming;  narrating;  presentation. These skills could be trained up to appropriate levels in order to perform well in front of a competent rural audience. In particular, every member should be able to perform more than one skill to communicate every message at one time. The importance of the traditional communication patterns and use of folk language should be highlighted to the trainees. The basic objective of development communication is well taught to them. The fundamental objective of the usage of cultural performances with special reference to the traditional forms of communication is much familiar to the trainees. It is suitable to spend another one month period to initiate the basic skills and competencies of communication and cultural performance. Producing Development Communication Script Next stage comes to produce the development communication script as scheduled in the above chapter. After being trained the skills of communication and performance in the previous stage, trainers are much competent to grasp the relevant cultural items. It could be singing, dancing, acting, playing an instrument, announcing or any other skill related to conduction of the cultural performance. In this sphere of producing the script, it is better to follow a step by step procedure in order to grasp the cultural item, so that the development messages could be brought up to sufficient creativity. As a member of the cultural troop each member has to devote his/her contribution in maximum level from playing several cultural items at the same time with immediate change of style. And every performer could be able to perform any item, when it is assigned in an unavoidable circumstances. It does not need to achieve the completed production of the cultural performance. When it has reached a pertinent level of production within a period of one month the production could be able to implement in the rural audience. This initial implementation gives an astonishing experience to strengthen skills and competencies into higher level. It also provides a platform to avoid existing limitation and constrains in front of interactive feedback of rural community. Implementing Communication Production at the Rural Community Level Finally, the designed communication mechanism should be implemented at the rural community level. In this it has two steps: (1) Earlier announcement for the evening cultural show using traditional drumming communicator’s role called Anaberaya; (2) Evening cultural show which includes all the forms of development messages (main body of the communication model). In addition to this, in the early stages. Sometimes it would be necessary to use public notice or leaflet or megaphone announcement in order to popularize the message of the cultural show (communication program) among the rural community. However, later such a usage would not be needed. Anaberaya can be effectively utilized to disseminate the message of the conduction of evening cultural show in which includes verities of development messages. This is the pre-communication stage. Anaberaya communicator wears a traditional costumes related to the ideal character. He plays a special drum called Daula. By the way he drums it, he announces the special message in the traditional rhythm and style of expression. He

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walks over the village with drumming a special beat that comes three serial beats with similar timing and space. Meantime, after several steps he stops and reads the message loudly. Then the rural villages come to hear this special news. Organization of the evening cultural show at their rural village is conducted by the strength of Praja Sabha (Community Organization). Members of the Praja Sabha have to make the traditional floor stage in a ritualistic form. It is made as similar as the grounding ritual stage comes in many traditional ritual practices like law country Kolammaduwa or Kandyan Kohombakankariya or Thowilaya. Food and other arrangements such as communication material, equipments, light, and dressing room for the performers are also prepared by the supportive contribution of Praja Sabha with the support of the rural community. Measuring Feedback of the Development Communication Performance It is very important to measure the feedback of rural community of the designed communication practice. This should be measured under two methods: (1) Live feedback at the performance of communication; (2) Social feedback out after performance of communication. It is worthwhile to understand the live reactions, responses, interactions when the development communication performance is going on. In this performance audience deliberately deliver instant responses to the development messages. It can be a reply to a dialogue of a play of short drama or other action. Live reactions are like follows: (1) Answer to a question, which is used at the dramatic event; (2) Sarcastic reply to a critical dialogue of the short play to an actor/actress; (3) Live singing with the performers; (4) Autonomous smiling, laughter, somber… on the development message; (5) Participation for the cultural events; (6) Entertaining the events; (7) Rejection of interpretation; (8) Other physical expressions; (9) Critical accusation to an actor to his performance. Other responses can happen among the rural community after the influence of the communication performances. Practical understanding of the development ideas would be immensely distributed later with regard to the interpretations of the rural community. These messages gradually expand over the village with reinterpretation. This is very effective manner at the grass-root level rural communication. Participatory communication and understanding of such kind of rural development communication is very productive for this model. Developing Communication Model in Terms of the Community Interaction and Feedback When this communication happens at one place feedback, responses or anyother form of suggestions of the audience should be carefully examined. This feedback is a productive source for restructuring the designed communication mechanism. Communication performances need to be edited in terms of the feedback and responses of the rural community audience. This manner of restructuring of the communication model is a must for the sake of developing a productive and effective development communication model.


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In this way, community interaction with the newly designed communication mechanism has been quite important. Every response of the rural community for the communication performance could be evaluated and measured with the intention of developing a most effective communication model. Basically, responses can be categorized into several forms: (1) Rural language; (2) Rural customary ways and means; (3) Ethics and morals of rural communication; (4) Traditional society; (5) Misconception; (6) Reinterpretation. Impact Analysis Final step of the overall development communication model is the impact analysis. The objective of this event is to evaluate the effect and influence of the target communication mechanism. This analysis reveals how proposed development communication has affected to change the traditional society with innovative conceptions and understanding. That would be beneficiary to enhance the rural community participation for the development. Impact can be divided into three levels as: (1) High impact; (2) Medium impact; (3) Low impact; (4) Neutral impact. Evaluation of the impact of the designed communication mechanism should be essential to verify the strengths and weaknesses of the proposal model. Impact analysis can be conducted in two stages: (1) Periodical impact analysis; (2) Overall impact analysis. The effect of the communication is evaluated periodically. This is very important to modify the on-going communication mechanism in terms of contemporary feedbacks. Periodical impact analysis can be conducted once in a month after the performance of cultural show at the rural village. Overall impact analysis is conducted after the complete usage of cultural show in all the villages. This can be conducted; (1) Annually; (2) After the completion of target objectives of the development project; (3) Before commencing the next development program of the project; (4) With the initiating of new development project at the same area; (5) With the implementing of new development program at the different rural area which is close by. Several tools have been used to collect the data of the impact of development communication of the cultural show. In this impact analysis, there are some steps: (1) Participatory observation; (2) Questionnaire; (3) Interviews.

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Following items can be identified as the indicators of evaluating impact analysis of the development communication model: (1) Increasing community attendance for the rural community organization (Praja Sabha); (2) Community participation for rural development programs in cooperation with their rural community organization; (3) Amount of eradication of myth and misconception of the development project; (4) Scale of awareness of the objectives and goals of the proposed development project and its implementation of development programs. Participatory observation is conducted in following ways:  From Project manager and Project Consultant Specialist to the development field facilitators such as Field officers, Government GN Officers, Government Agricultural Research officers can observe the difference of the rural community behavior with reference to the development programs after the novel development communication therapy of cultural show.  Government authorities such as Divisional Secretariat, Chairman of the Divisional Council, District Development Planning officers can observe the change of the rural sector.  In addition to this, community facilitators of the Praja Sabha and other responsible authorities of the rural society such as traditional leaders can be involved to make them understand the impact of the development communication. In this observation, it was discovered that the majority of the rural population of development area has participated in the new communication program. At least one member of a family had participated in the communication performance. Other rural villagers were influenced by these participants’ experience of development messages. Many rural members have felt a certain interest to be involved in the rural development program as a result of the new communication. In this, the new comers tried to give their optimum contribution to expand the idea of community governance to their own society from being supported only to the rural development programs. The persons who were previously deprived from the development programs at the village level had to change their attitudes and behavior as a result of being participated to the cultural. Substantial increasing the attendance of the rural community for the Praja Sabha is another aspect of the findings of the participatory observation. It was understood that the new comers who have presented an enthusiastic contribution to the collaborative team works at the Praja Sabha. Moreover, they had shown a greater strength in participating at rural development works than the other experienced members who had worked from the very beginning. The main reason for this new change was to utilize the traditional forms of presentation skills and communication tools. It was easy to understand the traditional communication in the usage of development communication. Usage of traditional forms of communication in terms of development communication practice had been widely accepted rather than the other one way directional communication materials. Questionnaire is distributed among the rural community to identify the impact of designed development communication. Amount of questionnaires was distributed depending on the population of rural communities who had both participated and were absent at the cultural shows. In this social survey, questionnaire was distributed randomly among 200 respondents of the rural community. There were 57% of males, and 43% of females out of the total respondents (see Figure 2).


43%

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Male 57% female

Figure 2. Gender.

Many participants were in the age of 26-45 and it was 42% out of the all. Young people have shown a greater interest to experience a such kind of cultural communication for development messages than traditional small group communication method. (1) Age category (see Figure 3):  Less than 10 years 10%  Between 10-15 12%  Between 16-25 16%  Between 26-35 22%  Between 36-45 20%  Between 46-55 12%  Over 568%

Age Catogary

8%

10% Less than 10 years

12%

12%

10-15 16-25 26-35

16%

20%

36-45 46-55 Over 56

22%

Figure 3. Age category.

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Education of the respondents could be understood from Figure 4. Majority of the rural population was below the GCE O/L (General Certificate of Education Ordinary Level) education and it was 62%. Only 7% of the subjects who qualified university education. (2) Education level:  Less than O/L education 62%  A/L 31%  Undergraduate 5%  Post graduate 2%

Eduacation Level 2% 5%

31%

62%

Less than O/L education A/L Undergraduate Postgraduate

Figure 4. Education level.

Employment

25%

Agriculture 55%

12%

Private sector job Government job

8%

Unemployment

Figure 5. Employment.

From Figure 5, 55% of the subjects were occupied in rural agricultural employments. Only 20% of the respondents had been involved in private and government jobs, while unemployed were 25%.


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(3) Have you been shown the cultural show: yes / No 68% of the subjects had experienced the cultural show of development communication, while rest of them 32% were absent. The reason for the rejection of the experience of cultural show has been understood as different. In this, majority of the absentees agree with the lack of interests and it was 38%. Only 4% of them pointed out the inefficiency of the cultural show. (4) If No, for the above question (3), what are the reasons:  No time 23%  Lack of interest 38%  Unavoidable circumstances 19%  Others 16%  Ineffective 4%

4% 16%

23% No time Lack of interest Unavoidable circumstances Other

19%

38%

Ineffective

Figure 6. Communication impact.

(5) If yes for the question (3), was it more effective than the other communication patterns?: yes / no The participants for the cultural show agree to express the high effectivity of the new communication model. It was more than the traditional communication patterns and it was 78%. (6) If yes for the question (3), how was it done (tick in serial order 1, 2, 3,…) Subjects of the research has pointed out the effectivity of the cultural show of development communication by providing some important things of the model. Theses characteristics can be mentioned below:  Easy to Understand  Creative  Innovative  Proximity  Use of rural material and resources

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Out of them, the most highlighted reasons for taking the highest interest was serially, easy to understand, creative and use of their own rural materials and resources. (7) What did you gain from the cultural show: Participants of the new mode of development communication had gained the following advantages.  Entertainment of communication  New knowledge of development workings  Awareness of the development project  Motivation for the development project Behavior of the rural community has been dramatically influenced by the new development communication model. They listed following incidents: (8) What happened to you after the therapy of the cultural show:  Received a proper understanding of the substance of the development Project and its objectives  Change the behavior with attendance for the Praja sabha  Add the fullest contribution to the rural development programs  received a sufficient meaning of the rural community governance  Learnt about the aspects of rural governance Interviews were conducted using rural community who both participated and were absent for the cultural show. Interviews conducted in two ways as:  In-depth interviews / single interviews  Focus-group interviews. Twenty single in-depth interviews were conducted in all the 27 GN divisions, where the cultural show has been shown. In this session, following issues were seriously explored. Much of them were influenced by the communication. They had taken a better interest on the development project and they fully supported to the idea to participate to the Praja Sabha when they had been fully confirmed about the sincerity and the honesty of the stakeholders and the Government Officers involved in the Project. The new communication model had necessarily provided a platform to bring about a practical knowledge and awareness of the development programs and their objectives in terms of the rural community. Ten (10) focus-group interviews were conducted, covering all the 27 GN divisions in the development area. There was an issue about conducting the cultural show in the evening due to certain reasons. Focus-group interviews were made from the members of the Praja Sabha and the persons of the organizing committee. They pointed out some negative issues regarding the organization of the cultural show. They are as follows:  Lack of proper knowledge and understanding of the preparation of the stage and production equipments for the cultural show.  Inability to coordinate the activities of the members of the Praja Sabha.  At the same time they highlighted some of the positive issues of the organization.  Ability to work and exchange the human resources.  Enhancing the skills and competencies of the traditional cultural communication.  A live Platform for improving team-work and cooperative skills.  A Place for interactive stimulation for the rural community.  A different form of communication than traditional speech oriented small group communication.


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Conclusion Development of a country has been placed shifted by the critical analysis of post-structural theories, so that the practices of development are also in an evolving flux (Derrida, 1960). European developed nations have labeled the countries of the world into three dimensions as developed countries, under-developing countries and poor countries in terms of the achieved amount of quality and quantity of the human and natural resources and services. But how they have been empowered up to that stand is controversial. Western developed nations were built up from the natural and human resources of Asian, African and South American regions during the Colonization period. This has not been fully accepted by some of the developmental theories. This form of demarcation was severely criticized. The predominance of western economic and political ideology has created such a form of separation with the intention of highlighting western ideology. Therefore rest of the world is hesitant to admit the western development perspective at present consequences of modernization model of modern development as well. South Asian countries should try to find out their own development discourse taking into consideration on their regional, geographical, cultural and political necessities and identities. Earlier theories and applications of development communication, which were built by American and western scholars urged the relevance of mass media for the development (Shramm, 1964; Lerner, 1958; Rogers, 1962; Pye, 1964; Pool, 1983). However, they have been later largely criticized by the theories and practices of non-western communication scholars. As a result of on-going social political and economic movements and real world experiences in the developing nations in the South-American, South-African and South-Asian continents, there are number of local level development communication theories and practices (Dissanayaka, 1984; Nair & White, 1993; Quebral, 1973; Oshima, 1982; Belbase, 1991; Juan Diaz Bordenave, 1976; Paulo Freire, 1968; Senevirathna, 2000; Jinadasa, 2011, 2014, 2015; Ascroft, 1971; Jinadasa & Rajapaksha, 2006). Most of them have been developed by the use of their histories, cultures, regional philosophies and specially use of the traditional forms of communication albeit the mainstream use of mass media. Under-developing countries are much familiar with the rural development programs. Rural development has taken much importance in the journey of development of a country. Rural-integrated development has been popularized recently in the context of rural development practice especially in the Asian countries like India Bangladesh, Taiwan, and Sri Lanka. In Sri Lanka, several programmes of the rural-integrated development have long been implemented like Janasaviya, Samurdhi, Gamidhiriya, Gamanaguma. But, they didn’t address to the issues of the rural development which are crucial and they always highlighted the advantages of contemporary party politics. Rural-integrated development programs of Sri Lanka have not been properly understood the aspirations of the rural community in the entire process of local development, while they gratified the wants and needs of foreign donor agencies. The rural community participation for the rural development programs, from identifying rural problems to implement proposed development programs was not seriously taken by the development planners and authorities. Meanwhile, the importance of being participants for the rural development programs in their own rural community was theoretically and practically accepted justified as a global phenomenon in the development discourse. After the independence, the discourse of Sri Lankan local development has been taken into serious consideration in many ways. It has reached nearly 60 years up to now. Government has implemented several development programs. In addition to the government role in the development sector a large number of Non-Governmental Organizations have implemented a large scale of development projects during this time

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period. But none of these could achieve the target goals of the development in the country. Government funded programs have been much concentrated on the party politics and their respective limited objectives, while non-governmental programs of development targeted on the private objectives of local and foreign funding agencies. They contribute on their narrow global and local interferences into the local industries of culture and society. Both these both phenomena have been disastrous for the development of Sri Lanka. They were to administer the rural village from their-own governance. The term Sabha, has been rooted from the traditional rural community governance form (Roberts, 1977). Some of them were Wariga Sabha, Wel Sabha, Jala Sabha etc. Therefore traditional rural administrative systems can be logically utilized at the new forms of rural community governance programs of the development projects. Traditional forms of communication have been used effectively for the rural development communication in mostly developing countries in Asian, African and south American regions. Use of traditional folk media with reference to the development communication have certain characteristics: such as proximity to the rural community, closeness of traditional forms of communication, rich creativity, familiar sign and symbols, rural community participation, live gatherings for effective communication, source for innovative communication, easy to adaptation, credibility to rural community. When making communication methods for rural folks and other marginalized groups, nowadays more attention is paid to make communication tools and campaigns using traditional folk media. African and south Indian countries have paid their thorough attention on this application. They have conducted many practical studies to find out how effectively they can use the traditional folk media as a development communication method. Traditional folk media has various types of communicative potentials. They can be utilized to build up the process of social mobilization for the community development activities. Thus, there is a trend to use the different performing qualities of folk media as an entertainment and educational media. Traditional folk media is knowledge, wisdom, traditions, customs and life styles of the people transferred from one generation to the other by word of mouth, observation and imitation through folk groups such as family, age or region over time and space. Traditional folk media is different from electronic and print media. When comparing traditional folk media with electronic and print media we can see that although the technology and the scope of traditional folk media is comparatively low, its ability to function as a communication tool is universal and more effective. As these traditional folk media was being originated in rural folks themselves. They are much more effective in showing the socio-cultural needs of the people. There is a very close relationship between the rural folk and the structure and the content of the traditional folk media. This proximity contributes in many ways in conveying the message faster and more effectively. The symbols and codes used in traditional folk media are not hostile to that community. When we get used to the symbols and codes of a particular media, we can understand that media and the messages conveyed using that media very quickly. Also it’s important to note that as traditional mass consciousness is a part of these signs, symbols & codes. It has been successfully transferred from one generation to another. To use traditional folk media, people do not have to be as literate as they should be to use mass media, especially electronic and printed media. Traditional folk media can be easily comprehended as they use their-own simple diction and language, as they show a lot of respect and devotion in religious activities as they always respect and obey the adults and listen to their advices and as they are very flexible.


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The closeness between traditional folk media and the community. People often complain that the electronic and printed media talk more about the viewpoints and the needs of the urban folks than those of the rural folks. On the other hand, rural media helps a lot when they have to find solutions to their day to day problems. For example diseases like measles, mumps, chiken pops, etc are called God’s diseases (Deiyange Leda). People relieve themselves by asking god to cure these diseases as they are very critical. They express it symbolically by hanging a small Khomba (Margosa/wormwood-Azadirachta Indika)twig in front of the house. They believe in white magic without ever questioning the consequences of it. This immaculate belief is capable of curing the disease. Traditional folk media is active in participation, co-operation & interactive communication. Folk media thus becomes more a group work than a individual task. Even the presentation is done by a group of people. Therefore traditional folk media helps to re-establish qualities like co-operation, ability to work together as a group & community participation that is essential for rural folk development. Participation of a group of people can be seen in occasions such as Aththama (planting paddies in collaborative behavior in each of their fields respectively), Kaiya, Pinkama (Buddhist religious practice conduct in group behavior), & funerals and so on. In the Bali ritual, the patient is cured because of the novel socialization after a long illness in an isolated cabin in their house. There, the patient gets a lot of confidence and is psychologically cured as he gets a lot of attention and finally becomes the center of attraction. Traditional mass media is live, creative and can be changed easily with innovation. In brief, it is deconstructive at any challenging event. Unlike mass media, folk media is a part and parcel of the folk life. An interpersonal communication is done through gestures and postures. There is direct feed back and reaction between the presenters and the spectators. Therefore the message can be altered and creatively modified. Like this there are so many positive qualities of traditional folk media. Sri Lankan traditional folk media has often been studied only on the light of dance, theatre and drama. There are minimal studies that have been done to find out as to how to make use of their sociological and communicative abilities in development communication. Using the popular traditional folk media that can be seen at present, we can study its content and structure in depth and can explore how to use them in local development communication. In spite of the minimal disadvantages, this proposed communication model may be utilized in the rural community development programs with its more capacities to convince the target communities of the rural development program. Reciprocal relationship, mutual understanding, credibility, practical awareness are some of the fruits that can gain in turn as a result of using folk media for the local development communication leading to community empowerment participatory development projects.

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A SRI LANKAN DEVELOPMENT COMMUNICATION MODEL 20. Kanagullewa 21. Niraliyadda 22. Kallanchiya 23. Kadigawayaya-03 24. Kadigawayaya-01 25. Kuruwikulama 26. Subasinhapura 27. Magurankadawala

B. Identified development issues 1. Lack of incoming 2. Lack of drinking water 3. Lack of relevant facilities for agriculture 4. Insufficiency of service facilities 5. Difficulties of transportation 6. Decreasing Social ethics 7. Educational problems 8. Absence of flowing new knowledge and information to rural society 9. Lack of electricity in certain areas 10. Absence of cooperation 11. Road Difficulties 12. Health and sanitation problems 13. Threat from wild elephants 14. Lack of organizational skills / avoidance of responsibilities 15. Absence of a programme for women’s development 16. Absence of a progrmamme for developing marginalized and disable people 17. Drugs and Arrack hazard 18. Absence of a programme for youth development 19. Problems of land ownership 20. Insufficiency of public facilities 21. Family problems 22. Environmental problems 23. Problems of public resources and management 24. Problems of child development 25. Absence of permanent houses 26. Unreachable of the services due to the ignorance of the community 27. Private utilization of the public resources 28. Absence of a proper planning for both private and public services 29. Absence of a programme to advance the innate skills of the individuals 30. Insecurity of local medicine and their resources


D

DAVID

PUBLISHING

The Rise of Islamic Values in Media: A Three Dimensions Analysis of Film Industry in Indonesia Muhamad Fadhil Nurdin Universitas Padjajaran, Jawa Barat, Indonesia

Fitaha Aini Universitas Islam 45, Jawa Barat, Indonesia

Vina Effendi, Mohamad Saleeh Bin Rahamad University of Malaya, Kuala Lumpur, Malaysia 

This article focuses on the rise of Islamic values in media with concern to the film industry in Indonesia. In this nation, 88.22% of 254 million of the population are Muslims. However, this substantial quantity is burden some if Muslims have a lack of appreciation to history and are intellectually weak. In addition, cultural degradation due to the rapid changes in information & communication technology diminishes moral and ethics of society. The growth of film industry in the Soeharto era which curb freedom of expression and media resulted in films which were more oriented to comedy, horror, and vulgar. The aims of this study specifically are: (1) to identify the film industry (macro) in the context of challenge of Indonesian Muslim in social and culture; (2) to analyze the political interests of film production company owner (meso) in his films; (3) to conduct textual analysis (micro) of two films which include Islamic values in the dialogues. Two films, Nagabonar Jadi 2 (Nagabonar Become 2) and Alangkah Lucunya Negeri Ini (How Funny This Country Is), were selected as samples for their contents that fearlessly criticize corrupt governance and promote integrity and good deeds. The three dimensions of critical discourse which was proposed by Norman Fairlough (1992) was used to evaluate the local film industry from the perspective of macro, meso, and micro. The macro-analysis found that Indonesian films act should be modified to keep up with modernized and recent trends in media and film industry. The meso analysis showed that competition between film companies are very though, however, film quality determines the popularity of the company in public. According to the company owner’s agenda, Deddy Mizwar determines the quality of films produced, instead of quantity, as apriority. Thus, in post-reform era, the freedom of expression which enforced by the Act No. 9 of 1998, the company start producing Islamic films. Deddy Mizwar concerns for society are not only through the media but also political. He recently elected as the deputy governor of West Java province with the full support of an Islamic Party (Partai Keadilan Sejahtera). The textual studies have found similarities of the Islamic values in the content of the two films which are tawaqal (trust and reliance on God) and Taqwa, the pursuit of knowledge, respecting for the elderly, and belief in the Hereafter. Keywords: film studies, Islamic values, macro analysis, meso analysis, miso analysis, Indonesia Muhamad Fadhil Nurdin, Ph.D., Department of Sociology, Faculty of Social and Political Science, Universitas Padjajaran. Fitaha Aini, Master of Arts, Department of Communication, Faculty of Communication and Linguistic, Universitas Islam 45. Vina Effendi, Master Student, Department of Media Studies, Faculty of Arts and Social Sciences, University of Malaya. Mohamad Saleeh Bin Rahamad, Ph.D., Department of Media Studies, Faculty of Arts and Social Sciences, University of Malaya.

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THE RISE OF ISLAMIC VALUES IN MEDIA

Introduction Recently, researchers have shown an increase of interest in media and religion. The noticeable tendency is that businesses see the media as a mean for opening the public sphere for a religious yet democratic discourse. Also, there are also ideas about religion that falls under the laws of economics, the law of supply and demand. Religion, which is presented in the media, eventually suffered a commoditization or becoming “merchandise” to sale. There is also a view that media are not only changing the appearance of religion but also affecting the perception of people about the teachings of religion. The past twenty years have seen increasingly rapid advances in information technology which may promote public understanding of the specific religious teachings. However, there is increasing concern that media can also distort the religious teachings. Da'wah become commercial and superficial. Also, various media broadcasts often do not regard religious values. In fact, media can be an obsession, when people are addicted to it. In modern society, the word “media” tends to refer to the means of public communication, either in published or electronic form (Mish, 1989, p. 737). By drawing on his concept, media in the sense of an intermediary is an important part of the religion. In 2006, Habermas specifically wrote about religion in the public sphere. He argues that scholars or audiences can use religious arguments and reasoning when discussing public issues, as well as audience shaving asecular view. Thus, complementary learning process could emerge. Subsequently, the public sphere has become important highlight in sociological and anthropological studies of religions, as shown in studies edited by Birgit Meyer and Annelies Moors (2006) as well as Nigel Biggar and Linda Hogan (2009). There is also a number of special study of Islam in public space (Eickelman & Anderson, 2003), including about Islam in Indonesia (Mujiburrahman, 2007). In terms of film, it is one form of media that instill changes in society by portraying reality. As described by Graeme Turner, film is a representation of reality in society (Sobur, 2006, p. 128). The depiction of reality by films makes them close to social life (Kolker, 1998, p. 13). The dynamics of film industry in Indonesia is supported by industrial capitalists which emphasize on profitability. Business motives have led to the birth of religious-themed movies as noted by Sri Rejeki in Kompas (2015). For instance, a successful film Ayat-Ayat Cinta (Verses of Love) in 2008 which managed to receive over 3.5 million viewers, encouraging similar films to emerge.

The Trend of Islamic Films in Indonesia In the 1980s to the 1990s, Indonesian films were at rock bottom. Indonesian film industry was not capable of competing and keeping up with imported films. In addition, other constraints arose, such as financial issues, human resources within adequate expertise, as well as government policies that did not support the growth of film industry. Over the years, these problems had widened the gap between films, cinemas, and the audiences. Indonesian film industry faced unresolved issues such as the lack of local films viewers. Representatives from the Indonesian Film Agency (BPI), Kemala Atmojo, reported that the root cause were mainly due to the poorly regulated film industry. The production house was not seriously producing local films. Another factor affecting the quality of the film which resulted in diminishing interest from the audience was research. Media practitioners, particularly films, were less keen and focused in carrying out background study. Preliminary research must be conducted to ensure the accuracy of the history and background story which considered as crucial components that determine the quality of local films. For example, a film entitled


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Hafalan Shalat Delisa (Delisa’s Memorized Prayers) which set in the coastal environment of Lhok Nga, Province of Aceh did not reveal the local culture as proven by the lack of the activities and local dialects used by the local community in the film’s dialogue. Therefore, this film fails to convince the audience to believe that the story of Delisa was set in Aceh, not elsewhere. In regards to film quality, compared to foreign films, Indonesian films were still not up to par in competing in story ideas. Such a cliché themes of love and horror film that comes with being indecently dressed actors were once dominated the local film world. Therefore, this had affected on the selection from audience with higher education background who always prefer foreign films that offer diversity in ideas. As explained earlier, the filmmakers should have been able to explore alternative themes such as the history and culture of Indonesia. Many other themes can be correlated with the history and culture richness of Indonesia. The following films are considered good examples as being capable of presenting various topics in the Indonesian film landscape. A film entitled Sang Pencerah (The Enlightener) and Negeri 5 Menara (The Land of Five Towers) are films that represent not only the values of Islam but also the Javanese culture of life in those days. The film Sang Pencerah (The Enlightener) and Sang Kiai (The Clerics) are Islamic-themed films that illustrate the life of Islamic scholars. Ainun Muhammad (2014) explored and investigated the role of Islam scholars in these films by using semiotic methods. The single most striking result from the data comparison was the great historical values. Moreover, the presence of two key figures, Ahmad Dahlan and KH Hasyim Ashari, as the triggers to the establishment of the first educational institution in order to implement a school model that embraces Islam theology and general science was also an interesting component. Both individuals was clerics who were described as someone who spear headed the revival of the Ummah to realize their fate as colonialized people. They announced that the oppressed must rise from adversity by seeking knowledge passionately. In the end, the two brave leaders issued a fatwa against the invaders. Clerics at that time are shown as modest individuals. They live as farmers who possess high willingness in learning. In her textual semiotic analysis, Zakiyah (2008) proposed a Roland Barthes thinking to understand the moral message depicted in the film Ayat-Ayat Cinta (The Verses of Love). It was found that each scene in the film brings Islamic values. The film portrays the day-to-day life of Indonesian students in Egypt with features of Islamic morality in various symbols, such as mosques, the abaya, niqab, veil, and others. This research also found that there are denotation and connotation meaning, and it is compatible with the concept of Roland Barthes. Also, the actors used the verbal message in the film, which is a dialect of Arabic language used in everyday communication. A broader perspective has been adopted by Wijayati (2012) who argues that appropriate and effective use of media has resulted in a more effective understanding of Islamic teachings to the public. The result shows that the depiction of the moral beliefs in the film Ketika Cinta Berstasbih (When Love Glorifies God) to the creation of individuals who always draw closer to God. The characters in the film are portrayed with admirable characters such as obedience, piety, patience, well-behave, keen learner, determined, verbal modesty, respect for teachers, honor and obey parents, avoiding arrogance and envy. Some of the above traits were described in a form of a story set in Islamic educational institutions, the University of Al-Azhar in Cairo. Morals conveyed in this film is the mahmudah deeds because it is by the teachings of God, both from the worship and Islamic point of views. This film also provides a message to develop karimah characters in an attempt to erode the moral decline in the society.

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The rapid development of Indonesian film industry in recent years has proven that there has been an enhancement in the film industry that not only sells entertainment but also convey moral values that can be followed. For example, documentary films called Naga Bonar, Naga Bonar Jadi 2, and Laskar Pelangi (Rainbow Troops) which help movie fans to understand the phenomenon that occurred in Indonesia without diminishing hopes and ideals in facing the future. Similarly, the film, entitled Kiamat Sudah Dekat (Apocalypse is Nigh) which feature Deddy Mizwar as the lead actor to be one of the earliest films that introduce religious values. This film has inspired national film industry for being the originator for the birth of the Islamic-nuanced films. Behind the awards received by Deddy Mizwar and his colleagues, there is vast opportunities to be studied. In particular, this study aimed to address the following Research Questions: How do the social and cultural conditions of Muslims influenced the development of film in Indonesia? What role did Deddy Mizwar play as an intelligent Muslim to strengthen the Islamic values in the local film industry? What Islamic values conveyed in his works?

Methodology Critical discourse analysis is the process of elaboration of a text (social reality) from an individual or dominant group that have a specific purpose. This statement suggests that in a context, the importance of its essence must be realized (Meyer & Wodak, 2009). The importance of this principle will affect the media process and media content. It was decided that the most suitable method to adopt for this investigation is to apply a discourse analysis approach by Norman Fairclough (1992b, 1995a, 1998, 2000), known as the three-dimensional discourse analysis. A three-dimensional discourse analysis involves three stages of analysis: (1) textual analysis (micro), which is an elaboration of the text; (2) analysis of discourse or discourse practice (meso), the understanding of the relationship between text and discourse production process; (3) the socio-cultural analysis (macro), the explanation of the relationship between the discourse process and social process (Fairclough, 1992a, p. 73; 1995a, p. 59; Idris, 2006, p. 75). The first dimension which is the micro dimension in Fairclough’s critical discourse analysis frame work is the textual analysis dimension. This analysis includes traditional forms of linguistic analyses—analysis of vocabulary and semantics, grammatical sentences, sounds (phonology) and writing system. Fairclough stated that the process described above as “linguistic analysis”, although it uses the term in the expanded view (Fairclough, 1995a, p. 57; 2000, p. 311). The second dimension is discourse practice. In this dimensional analysis, interpretation of discourse process is carried out which includes aspects of generation, distribution, and use of the text. Some of the components have a more institutional character, while others are the processes of use and dissemination of discourse. Lastly, the third dimension of the analysis as the socio-cultural activities of the media is a macro-level analysis which is based on the existing social context outside media, including external conditions that affect media production process in media discourse. The newsroom is not a sterile empty space but is also determined by factors outside the media itself. Fairclough (1992) stated that social activities have various purposes such as economics, political, social, cultural, ideological, and so on. Discourse is a bigger picture of all of the said issues. Thus, dimensional analysis of social activities refers to the problems associated with various orientations related to the above, such as values, beliefs, ideology, philosophy, culture, and others contained in the discourse (Idris, 2006).


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Figure 1 outlined the Norman Fairclough’s three-dimensional discourse analysis, capable of holistically depicting the Indonesian film industry. Fairclough (1992) introduced the three-dimensional analysis of media discourse. In the context of macro-analysis, the film industry in Indonesia is reviewed based on the movie trend while socio-cultural analysis seen in the framework of problems and intellectual challenges of Muslims in Indonesia. The two main components are linked and studied in depth. The following stage of the study is meso analysis. Film production house and the owner’s political agenda, Deddy Mizwar, were assessed in depth. Following this, his career as an actor, director and film producer will be equally highlighted. This study does not only focus on his contributions to the film industry but also to political realm.

Macro = Social-Culture Analysis 

The challenges of Indonesian Muslim

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Indonesian Film Trend

Meso = Production Analysis

SCRIPT

ASCRIPT

ANALYSIS

ANALYSIS

FILM 1

FILM 2

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Production House

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Deddy Mizwar aspolitician and film director

Micro = Textual Analysis 

Similarities and Differences between Films

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Dialogue Analysis

Figure 1. Conceptual framework. Modified from: Three-dimensional discourse analysis (Fairclough, 1992).

With the sheer number of scholars, critics or journalists paying attention to the development of Indonesian films, it is very reasonable for the authors to investigate the two films entitled Nagabonar Jadi Dua (Nagabonar Becomes 2) and Alangkah Lucunya Negeri Ini (How Funny This Country Is). Those films, under the direction of Deddy Mizwar, were selected for this study because messages conveyed the Islamic values in the current media production. The last stage is the micro analysis which is a textual study of two selected films.

Results Macro Analysis: Indonesian Film Industry in the Context of Social and Culture The main problem for Muslims in Indonesia nowadays is lagging behind for most aspects of life particularly in education, science, technology and economy (Maarif, 2016). Although Muslims are the majority, they are considered weak in all realms. This has resulted in their presence as a heavy historical burden. Non-Muslims largely dominate economic institutions. In the realm of education, however, there is progress, but not evenly spread out. In addition, Muslims perform a variety of religious traditions, Hindu influence has not disappeared altogether.

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Technological advancements from time to time has resulted in the progress of Indonesian film industry. However, Indonesian filming industry is damaged by a tiny fraction of individuals who are only looking for profit. This opportunity is used by certain film production house to produce shallow horror films with subtle obscene elements. This is certainly very disturbing because the film is not benefited for promoting education and dissemination of valuable messages. Films are used to gain anadvantage by waiving the modesty of Indonesian cultural identity (Haryadi, 2013). Explicit or obscene film genre are produced to attract cinema audience. This is a hopeless situation, which makes local films increasingly marginalized due to lack of quality. Based on the above factors, the macro analysis was also associated with the existing acts and regulations that must be adhered to ensure the quality of Indonesian films. The institutional board recognized by the Indonesian government such as the Film Agency for Indonesia (BPI) shall support and protect the film industry in Indonesia along with the influx of foreign films. Film Censorship Board (LSF) has not been able to play its role optimally as not being fair in granting approvals. Even so, competition between film producers still continues to be driven by young intellectuals. By the turn of 21st century, the number of young Muslim intellectuals are increasingly spreading to produce works that are more contemplative. However, there was virtually no significant development observed from Muslims scholars during the last decade (Latif, 2005). This is because democratic freedoms are celebrated with mediocracy which tends to be anti-intellectualism. Also, the majority of Muslim intellectuals are more interested into the realm of practical politics by joining political parties which did not publicly represent the interests of the nation as a whole. This phenomenon is known as “politics for a living” (Maarif, 2016). However, there are a small number of Muslim intellectuals who fight and survive in the current epoch. They have works adored by the public. History proves the existence of their quality of works. They are bold to voice their opinions and what they stand up for in the interest of public awareness. Deddy Mizwar is one of Muslim intellectual who played that role in the Indonesian film industry. Meso Analysis: Deddy Mizwar in Indonesian Films Deddy Mizwar’s career journey has given a great contribution to Indonesian film industry. The Intellectual, vision, and mission of Deddy Mizwar in creating a work of art is not just for profit, but also as a platform to call for goodness and truth. As senior actor and film director, he knows how to strengthening the Islamic values in this current modernization age. His efforts were not considered unchallenging since, at that time, Indonesia was undergoing political reform from an authoritarian regime to a liberal regime. Freedom of speech had resulted in rapid increase of media products such as books, music, newspapers and movies but simultaneously, there was a decline in the quality of mass media due to a loss in the sense of identity and visions. Therefore, Deddy Mizwar’s creations were like a “wake-up call” when the audience were starting to enjoy liberal regime. His philosophy in many films shows the ideology as reflected in his ways of thinking and acting. His films have always ventured out of the genre that dominated at that time, so he is renowned for bringing fresh and smart ideas. Some of the films released are comedy because this genre is adored and understood by audience of any age groups. However, the humor contained in many of his films are full of criticism towards the government. The production company PT Demi Gisela Citra Sinema was indeed not been able to compete with the other main film production houses, judging from the quantity of films that have been produced. However, he has a fundamental principle to produce quality films which contain positive values. He is widely known as a


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figure of integrity and idealism in his career. After being an actor and film producer, he was inaugurated as president on the board of the film under the government of Indonesia, the National Film Advisory Board (BP2N) 2006-2009. By becoming president of this organization, he made a major contribution in improving film quality, supporting filmmakers and actors and overcoming the issues in the film industry. In 2009, he registered to be a candidate for President of Indonesia with Brigadier General Saurip Kadis as his deputy and were supported by some small parties in Indonesia. However, his effort stalled because the requirements to run for the presidential candidates were not adequate with the regulations set by the Constitutional Court of Indonesia. Based on several media, he was interested in serving the public as an obligation of a Muslim. After the failure of the nomination of the President, finally he entrusted to the Vice Governor of West Java Indonesia accompany his friend, Ahmad Heryawan. Currently, he is a leader due to democratic process which entrusts a new role for him. Micro Analysis in the Films Nagabonar Jadi 2 and Alangkah Lucunya Negeri Ini as Platforms to Disseminate Islamic Values These films, Nagabonar Jadi 2 (Nagabonar become 2) and Alangkah Lucunya Negeri Ini (How Funny This Country Is), provide important messages to the audience. The results of the study showed that the two films spread a message of moral calling across. This textual study as a result of analysis of the micro structure indicates that Indonesian culture is still upholding religion as a guidance in life. Deddy Mizwar always disseminate Islamic message in universal forms that can be accepted by all religions. Enlightenment through popular media is transmitted by a creative approach. At first, viewers were taken in the life story of a city full of humorous scenes, but positive message implied is repeated several times in different scenes for the audience to understand the emphasis on Islamic values to be conveyed. Textual Analysis of Nagabonar Jadi Dua. a. Message of the pursuit of knowledge: 1. Nagabonar: Not in vain I sent you abroad. Bonaga: Father want me and my friends to be successful, right? Nagabonar: Yes. If it was not you who are young, who else? (Dialogue between Nagabonar and Bonaga. Nagabonar proud to have a young son but had success with work and life). 22.56 – 23.06

The dialogue illustrates the situation when Nagabonar comes and sees a mansion owned by his son. He is proud of his son’s career. Bonaga is successful after he completed his studies abroad. Nagabonar is a national hero who fought against the invaders. Since his mother and wife passed away, he raised his son alone. Regarding education, the problems faced by society today is an inequality of access to education. First-class education can only be enjoyed by the wealthy. Although government provides schools without charge, the competition is intense. Also, other problems also arise from some people who come from the lower middle class. They still believe that schooling does not benefit them as the outcome may not be produced in a short period. b. Message of respecting the parents/elderly. 1. Bonaga: I can’t sleep, dad. Nagabonar: When you were little, if I wasn’t stroking your head, you couldn’t sleep. Bonaga: But now I’m an adult. I am graduated from abroad. Nagabonar: Just this once, Bonaga. Okay? Bonaga: Up to you. (Dialogue between Nagabonar and Bonaga. Nagabonar is stroking his son’s head and Bonaga fell asleep). 15.27 – 15.51

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THE RISE OF ISLAMIC VALUES IN MEDIA 2. My father is worth more than this. (Bonaga says that he loves his father more than the projects from Japan’s investor. Although the project is predicted to offer a great profit, he prefers to cancel it). 1.51.10 - 1.51.17

This story shows the values of Indonesian that emphasizes respecting for others. The love of a father for his child is presented in dialogue 1. This Islamic value shall be nurtured in the family as the smallest social institutions. The habits of the caring family member are described in several scenes. For instance, Bonaga always kissed his hand before he left. This habit is one of the Malay customs. He retained this habit even though he studied overseas and is living in a big city. The hardest decision he ever made is terminating the contract with Japanese company as evidence of respect to his father (dialogue 2). Bonaga must go through a struggle of idealism. A profitable project, as well as his father’s wishes to keep ancestral lands, poses a dilemma situation. Nagabonar shows a strong statement of his life not to accept the offer of the foreign investor because development cannot only be measured by the number of luxury buildings but also the intention of preserving historical and cultural places. c. Message of Tawaqal and Taqwa. (1) OK. Now I want to pray. Later when he wakes up, tell him to wait. Usually, people like him always forgets to pay the fare. Astagfirullahalazim. It is a sin. I should pray. (This dialogue takes place between Baja driver 2 with friends. He complained because too tired looking for Nagabonar’s house) 29.38 – 29.48 (2) Your mother and grandmother are also Muslim. But, I’d never seen them after they prayed, danced like that. (Nagabonar tells Bonaga while they are watching at Zaki and his friends who are dancing in a nightclub). 1.10.31 – 1.10.37 (3) Eh, you select a carpet which is suitable for Omar’s mosque. So that young person like you wants to enter a house of worship. (Nagabonar asks Bonaga and his colleagues to contribute to the mosque carpet). 1.53.24 – 1.53.31

The films attempt to show that Muslim shall come always to taqwa. Dialogue 1 portrays although motorbike driver is tired of working from morning to night, he still prays. In contrast, the above dialogue also illustrates the religious observance of Muslim in Indonesia. Implementation of worship is just a routine in life. Religion does not absorb the words and deeds of followers. Although the he shows his eagerness in shalat he has prejudice to Nagabonar which is not justified by Islam. He thinks that Nagabonar will not pay the fees. The same scenes are also depicted in dialogue 2 and 3. Zaki is Bonaga’s close friend. He is a young Muslim from Arabian family. He is shown as a devout follower but loves drinking beer and having fun at anightclub. In another scene, he also feels proud of his ability to reduce the tax which must be paid to the government. This situation creates confusion to Nagabonar as a conservative villager. Although he is not a devout follower, he thinks the habits of figure Zaki, his wife, and his mother are contradictory. These two women attended a very observant religious life. Words and actions never conflict with the rules of Islam. Nowadays, the development is marked by a growth of information technology which influence people’s living habits. Older and younger generations have different mindset and behavior. Cultural and religious values that are understood and carried out has undergone a shift. Most young people who live in the city meaning of religion as a ritual or activity performed continuously without understanding the main message of any religious worship. Prayer should be a protection against wrongful act. The film implies worship has no effect on behavior of Zaki and Motorbike driver 2. The last dialogue illustrates Nagabonar asked his son to choose carpet for the mosque. This dialogue also implies agreat desire of the older generation, so that young people like his son is excited about going to the mosque for praying. However, ibadah must be based on the five pillars to develop a good and moral existence of Muslim: Declaration of faith (shahadah), Prayers (Salat), Zakat (self and property purification), Fasting (Sawm), and


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Pilgrimage to Makkah (Hajj) (Abdalati, 1986; Haneef, 1999). Furthermore, in an Islamic context, refers to the Quranic commandment which mentioned in the praying text as follow: “O.Allah blessed us with kindness (Hashanah), both in the world and in the hereafter”. Simply, the term of Hashanah can be defined as: kindness, welfare, and happiness (Nurdin, 2015b). d. Message of believing the hereafter. 1. It is impossible without learning. You have to teach me how to read Al-Qur'an, Umar. I am already old. If I die, then how I met my mother in the after life. If my mom knew that I could not do it, I would get yelled at. If she gets angry, she can start from early morning and stop at late evening. Her mouth likes a rifle, itching all my body. If I go to heaven, all will be okay. However, if I go to hell, it is hot and itchy. Please teach me to read the Al-Qurán. (Dialogue between Nagabonar and Umar about the importance of the Koran to the provision in the hereafter). 1.24.33 – 1.24.58

The main topic in the dialogue 2 is a call to do good. Nagabonar’s request to learn Al-Qur'an shows that it is not too late to learn. Despite his age, he is still eager to learn it although he has to study it with children. e. Message of Respect to Women. 1. Women are still women, still wants to “ditinggikanseranting, dilebihkansebenang” (Malay Proverb; respected). (Nagabonar asks Bonaga to send Monita to her house as a way to respect and protect a woman) 1.18.50 – 1.18.57 2. Your mother is more than enough as a wife. Her love was so huge and wide until I was not able to contain it. So, I don’t have to find another woman. Secondly, your grandmother is more than enough as a mother. Her love is unlimited. She told me to learn in school, I ran. She asked me to study Al-Qur'an, I pilfer. However, she still loved me. So I’m not looking for another mother. Your grandmother is the one forever. (Dialogue between Nagabonar and Bonaga about the special position of women in the eyes of Islam and the Malays). 1.19.19 – 1.19.51

The dialogue reflects Indonesian cultural identity of appreciating a woman. Based on the history, women occupy the honor position. Emancipation of women has started since the era of Kartini. Kartini fought for gender equality so that women have equal rights in education and careers. This matter is shown by the acceptance of the people of Indonesia to the fifth President of Megawati Soekarno Putri. Leadership transition from Abdurahman Wahid (president-4) to her did not cause conflict in society. Monita is portrayed as a pretty, intelligent and independent woman. However, she still holds modesty and courtesy by keep waiting for a declaration of love from Bonaga though she has admired him for a long time. This film attempt at showing that women’s nature is to be respected and protected. Malay culture which upholds a mother and wife accordance with Islamic values. This reason proves that Malays and Islam have a strong bond. Dialogue 2 illustrates the loyalty of Nagabonar as a husband whose wife had died. As proof of his loyalty, he nurtures Bonaga alone and decides not to marry again. In addition, his respect for his mother is always shown in a scene when he remembers her sacrifice. She always encourages him to learn Islam. This case in accorandce with Islamic values that put the mother as the first madrasa for his son. Textual Analysis in Alangkah Lucunya Negeri Ini. a. Message of seeking beneficial knowledge. 1. Educated people can always solve the problem. (Dialogue Makbul with Sarbini). 6.21-6.26. 2. Japan is known as a developed country because of the education level of its citizens is high (Makbul keep stressing education is important). 7.30 – 7.32 3. Education is important if there is a connection. If there is no network, it’s useless (Dialogue Sarbini with Makbul). 14.14 – 14.19 4. I don’t mind if my income is reduced. The most important thing for me is the future of children. (Dialogue Jarot to Muluk full of hope for his students). 40.55 – 41.07

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THE RISE OF ISLAMIC VALUES IN MEDIA 5. People who are not educated can collect money 5 million a year. An educated person could collect 5 million Rupiah in a month and even week. (Samsul provides an overview to pick-pockets on the benefits of learning). 43.58 – 44.0 6. Now you can try to think. Thinking it is not easy. To be able to think properly, based on my experience, it took 17 years, from elementary school until college. (Kampret were asked to think by Muluk then he drop). 26.07 – 26.35

Deddy Mizwar as the director of the film wanted to show and emphasize education as an essential matter. Education is useful for troubleshooting (dialogue 1), thinking correctly (dialogue 6), having a prosperous life (dialogue 5), having a bright future (dialogue 4) and developing countries (dialogue 2). It can be obtained not only from the school or any official institutions but may also be conducted non-formally (dialogue 4). The films also rely on the idea of the education problem. It begins with the image of society’s perception that education is not important to the betterment of life. Communities dominated by the lower classes think that success can be obtained without attending school. Dialogue 3 shows Makbul’s perception about networks is the key factor in determining a person’s success. In another scene, he also suggested Muluk to be a t-shirt merchant rather than working as employees of the company. This view is considered capable of influencing the social relations by creating the gap between the educated and the uneducated. Muluk and his friends initiative to build non-formal education institutions to guide the pickpockets, but they did not get full support from local community. The conflict between idealism and reality that is reflected from the social system, the legal and political lead this effort stalled in the middle of the road. At the end of the story, pickpockets change their path to be a street vendor, selling food on the street. For some people, these changes should be supported and encouraged. However, the legal system considers sellers who were selling in street is a crime because it can lead to accidents. These values lead to internal interactions to form a new identity. External factors result in identity and values conflicts that influence their paradigm. At the end of the story, the values from external parties do not give a significance impact on the pickpocket group since they refuse to keep learning and became merchants. However, Komets and his friends agree to receive a new value as positive things. In other word, these ideas have changed their knowledge, attitudes and behaviors indirectly. b. Message of respecting the parents/elderly. 1. The prize is a Umrah package, Dad. If I win, you take the prize. (Rahma is showing affection to her father. As unemployed, she is still dependent on their parents. Every day she participates the game show on television). 11.39 – 11.43 2. Muluk: It is stolen money. Rahma: Bang Samsul, could you give stolen money to your mother? (Dialogue between Muluk, Rahma, and Samsul who finally decided to stop accepting stolen money from pickpockets). 1.23.29 – 1.23.33

The dialogue reflects the desire to reward the contributions and sacrifices of her parents. Islamic values inherent in each is influencing their understanding of halal and haram. The love of a child is also reflected in the film. Dialogue 1 and 2 portray the spirit of a child who wants to make their parent happy even if it is not appropriate. c. Message of Tawakal and Taqwa. 1. You should often ask for forgiveness to God, for His guiandce. So that you may be given the right path. (Rahmat advised Muluk to think positively when he wasn’t getting a proper job). 9.41 – 9.48 2. Do not forget to read Basmillah (Seller tells Jarot always to recite Bismillah before drinking). 18.53 – 18.55 and 38.58 – 39.01

The conversation on the moral values above presents the idea of trust (dialogue 1) and obedience to God (dialogue 2). Dialogue 1 means that human should rely on and trust in God after every effort has been conducted.


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Deddy Mizwar, who think that film as a platform to disseminate the message of kindness, is attempting to convey audience with the universal moral values. Therefore, most of his films are well-received by people. In this film, there are repeated similar dialogues (2) which are delivered in different scenes. This sentence pronounced by the owner of a coffee shop to Jarot, the pickpocket leader. The first scene, when Jarot and all children pickpockets are enjoying dinner. Having served coffee, coffee shop owner delivers these words. The second scene, when Jarot gives money to other gangsters as a fee of protecting them and the coffee shop owner says the same thing. This study finds that the sentence is a satire on Jarot, who makes money by illegal means. As a seller, he has limited interaction with the buyer. If he is too bold to advise Jarot, it would be dangerous for his safety. However, he believes that every Muslim has a duty to speak the truth and advised the kindness and patience. The word “Bismillah” is a sentence that is always read before starting any activity so that all the works are accepted by God. Indirectly, coffee shop owners also hope that Jarot and immediately pickpockets repent and return to the righteous path. d. Message of believing the hereafter. 1. Everyone must die. You only have two choices, hell or heaven? Hell is not nice, while heaven is nice. Therefore, I introduce you, Ustazah Pipit to teach religion subject, so you can go the Heaven. (Muluk talks to the pick-pockets about the importance of religious learning for the provision in the hereafter) 55.39 – 56.02

The film also relies on the idea of the condition of majority Muslims in Indonesia who are full of religious ritual but an empty soul. Dialogue (3) illustrates the role played by Pipit as a teacher of the Islamic religion. When she teaches religion subject, she introduces the basic concepts such as letters hijaiyah, a short prayer, ablution, and prayer so that the pickpockets do not feel bored during the lesson. Also, the dialogue above also illustrates that the Muslim must believe in the Resurrection and the Hereafter because it is part of the pillars of faith. The quality of a person’s religion will determine the position in the afterlife. f. Message of tolerance. 1. Religion shall be taught here is the religion of Islam. For students who are not Muslim, I’ll find a replacement teacher. (At the time, most of the pickpockets do not know their religion. Even though Pipit was aware that searching for a substitute teacher would take time and energy, but she still offered help to find another religious teacher, as a part of tolerance towards people of different religions). 56.55 – 57.05

Dialogue (4) describes the interest of respecting different believers. The last sentence in this dialogue shows Pipit desire to find a teacher for non-Muslims. In Indonesia, Islam is not the official religion of the state. There are six recognized religions, but the majority of the population are followers of Islam. Therefore, the tolerance is a fundamental matter in cultivating harmony among people of different faiths. Under the constitution of Indonesia (1945) Article 29, paragraph 2: “The State guarantees the freedom of each citizen to profess his religion and to worship according to their religion or belief”. This chapter is defined as the principle of liberty to embrace and practice the religion for all citizen. The state is obliged to protect and act equitably. Maarif (2016) argues that inter faith relations in Indonesia be relatively safe. If there is interference, the main reason is not that of religious differences, but the perspective of a minority who forced his religion as the ultimate truth (Ibid.). e. Message of Hygiene and Cleanliness. 1. Purity is half of iman (faith). We cannot wait for the arrival of the rainy season. Thus, you have to shower. (Dialogue Pipit teaches hygiene is important). 58.12 – 58.27

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Cleanliness is another Islamic value which is presented in this film. Islam loves beauty and cleanliness. Health, cleanliness, and hygiene occupy a significant part of Islam’s attention. A Muslim is required to be clean when performing daily Prayers, which includes properly cleansing oneself after using the toilet and practicing ablution. Moreover, the enormous encouragement for cleaning teeth as shown in the hadiths reveals to which extent Islam arrange even for the details of personal health and cleanness. Therefore, Pipit conveys the hadith of cleanliness is part and parcel of faith.

Discussion Nagabonar Jadi 2

Alangkah Lucunya Negeri Ini

Similarities Respect to Women

The pursuit of knowledge Respect for the elderly

Religious Tolerance Hygiene

Tawaqal and Taqwa Belief in the Hereafter

Figure 2. The similarity of the message.

Figure 2 presents the result obtained from the similarities and differences in the two films. Data from this figure can be compared with the data in micro analysis (textual) in the paper. From the data in Figure 2, it is apparent that similarities of Islamic values in two films are the importance of the pursuit of knowledge, respect for the elderly, Tawaqal, and Taqwa, and believe in the hereafter. There are also differences that appear in these films. Nagabonar Jadi 2 which the main theme is the love of the homeland (nationalism), has content about the position of women in Islam. While the main theme of Alangkah Lucunya Negeri Iniis crime, robbery and corruption. It also disseminates Islamic message of religious tolerance and hygiene. This finding has proven that there is a rise of Islamic values in the Indonesian film industry. It is in agreement with Wijayati (2012) result which showed the Islamic values that are contained in these two films are consistent with Islamic values in the film of Ayat-Ayat Cinta. For instance, the pursuit of knowledge, Tawakal and Taqwa, and respecting the elderly are the Islamic values that appear in the Indonesian films. The films depict people can find moral and spiritual values that are rich in human behaviors, but also are able to find human lust for wealth, fame, and power that camouflaged by religion. Indirectly, these two films illustrate the impact of religion as a ritual without a soul is a moral decline. Characters portrayed in this film are citizens who have a basic religious knowledge of right and wrong, but they often commit sinful acts. This result may be explained by the fact that religion as a fact certainly not always in line with religion as a normative reference (Mujiburrahman, 2015). Normative religion forbids corruption, but followers of the religion could be corrupt. Religion as a social and historical reality continues to experience dynamic, sustainable changes, likely to be complex and full of nuances, which are often difficult to judge in black and white, right and wrong. Religion as a social and historical reality, aware of the strengths and weaknesses of human beings who believe in themselves.


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Conclusion Currently, a struggle of power among the elites who use God’s name is damaging state institutions. Ongoing conflicts and corruption that occurred in clerical institutions, the parliament, and the government led to the slow development process. Also, the cultural change due to the development of communication technologies diminish the moral and ethical values of society. In the end, it can be concluded that social, culture and media development (macro) and Deddy Mizwar ideas (meso) as an influential figure in these films, Nagabonar Jadi 2 and Alangkah Lucunya Negeri Ini, is reflected in the similarities and differences of messages about Islamic values (micro). Methods of analysis of three-dimensional from Fairclough has proven that holistic analysis can shed some light on the cultural identity associated with Islamic value which is believed and practiced by the community can be clearly defined. Regarding of textual analysis, the present study confirms the previous finding and contributes additional evidence that suggests other Islamic values in film content such as respecting women, believe in hereafter, Religious tolerance and hygiene. Besides, further research needs to examine more closely the link between film and religion. More information on film industry would help the reader to establish a greater degree of accuracy on this matter. By combining textual analysis and interviewing National Film Advisory Board officials and filmmakers could provide holistic perspectives. The findings of this study have a number important implications for future practice. Moral content in the film which educating, empowering and enlighten should be taken into account when formulating policy for the film industry. There are some important changes need to be made to supporting local film industry such as implementing professional bureaucracy, encouraging fair competition and promoting local film actively in the international film festival. In addition, it shall be utilized by the community, filmmakers, and government so that they can play significant roles in promoting the national film.

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PUBLISHING

The Chinese Image on Twitter: An Empirical Study Based on Text Mining* Ming Xiao Communication University of China, Beijing, China

Hongfa Yi Fudan University, Shanghai, China 

The study use crawler to get 842,917 hot tweets written in English with keyword Chinese or China. Topic modeling and sentiment analysis are used to explore the tweets. Thirty topics are extracted. Overall, 33% of the tweets relate to politics, and 20% relate to economy, 21% relate to culture, and 26% relate to society. Regarding the polarity, 55% of the tweets are positive, 31% are negative and the other 14% are neutral. There are only 25.3% of the tweets with obvious sentiment, most of them are joy. Keywords: Chinese image, topic modeling, sentiment analysis, text mining, Twitter

Introduction National image is the reflection of the comprehensive national strength (scilicet the sum of the hard power and the soft power), and the overall appearance which a country shows in the international community, as well as the international feelings and evaluation of the country’s comprehensive national strength, the core values and the overall appearance. National image has the following characteristics: (1) the image of the country is a reflection of overall strength and core values; (2) it is mainly reflected in media; and (3) it is also a national public image. In the past, these country representations, or images, were investigated through the use of survey research techniques. One drawback of survey research techniques is that the respondent taking a survey is usually aware that he/she is being measured, and this very fact might result in more calculated and less candid responses. The advent and rapid growth of social media platforms offers a new context in which to study how countries are represented in the minds of media users. The social media context offers an environment where individuals express their thoughts without the encumbrance of a formal measurement session. Twitter, a widely used channel for online communication, is a micro blogging website that allows users a limit of 140 characters per post, or “tweet”. Twitter allows users to engage in public discourses on certain issues through its website and its app for mobile devices. Based on a report published by Twitter (2015), about 316 million active unique users throughout the world send more than 500 million tweets per day. The service has facilitated online users in their participation in collective action, dissemination of emerging news, and exchange of opinions (Runge et al., 2013). *

Acknowledgments: This work is supported by the Asia Media Research Center, Communication University of China. Ming Xiao, Associate Professor, Journalism Department, Communication University of China. Hongfa Yi, Doctor-postgraduate, Journalism Department, Fudan University.

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THE CHINESE IMAGE ON TWITTER

Studies have shown that, the sentiment of Twitter users and the result of traditional survey and voting share a high degree of consistency, in aspects of consumer confidence and political electoral issues, the correlation between them is up to 80% (O'Connor, Balasubramanyan, Routledge, & Smith, 2010). In the present study, we use text mining techniques to analyze HOT TWEETs in English which involves China or Chinese issues. We conduct present study in order to comprehend and describe topics and attitude which Twitter users concerned and showed when they mentioned China, and to reveal the difference between tweets and attitude from media account and from public account.

Methodology There are more than 30 kinds of languages in Twitter platform, but the main language is English. The research scope of present study is the English version, and the subject is hot tweets related to China which are released by overseas media and public. We adopt the method of text mining to dig into and process unstructured text of Tweets. The procedure includes four steps which are text acquisition, segmentation and filtering, topic modeling, and sentiment analysis. Data Collection In the process of text acquisition, we searched through hot tweets using key words “China” or “Chinese” (letters are not case-sensitive). Hot tweets are the tweets that retweeted or favorited tweets. The main reason we searched through hot tweets but not all tweets is that we considered the influence of hot tweets and to reduce workload. We searched in English because the English is mainly used among Twitter users, and most tweets are released in English. Twitter has begun to operate in March 2006, we started to collect data in early 2014, so time period of the research is from March 2006 to December 2013. The crawler software Gooseeker was used to crawled the hot tweets which had searched out. GooSeeker is a Firefox browser plugin, consists of two parts: MetaStudio that definite extraction rules and DataScraper that is used for collecting information. The original data obtained by the crawler technology included four fields: respectively were “user name”, “nickname”, “tweet release date” and “text”. The “user name” and “nickname” is the data of user attribute; “Tweet release date” is the data of tweets attribute; “Tweet Text” is the data of content which is in form of text as well as unstructured data, which is the exact subject of our study. Since this study is concerned with the image of China presented by foreigners, we removed the tweets published by Chinese people or the Chinese institutions. First of all, we decided that “nickname” of users contained Chinese characters are Chinese, deleted their tweets, the amount of 26,318. Second, we identified that if the user name or “nickname” contains key words “China” or “Chinese”, these users are also associated with China, removed their tweets, the amount of 53,212. The ultimate effective hot tweets we got are in a total of 842,917. Data Preprocessing At the step of pretreatment, we mainly adopted natural language processing (NLP) technique to segment and filter the text of tweets. We conducted the research of China-related tweets on Twitter in English, using English word segmentation which is based on Spaces and punctuation marks. The point of performing the process of filtering was to remove html links in text, @ names, punctuation, and unnecessary spaces. The process also filtered out the non-English letters, numbers, words less than or equal to 3 characters (such as “the”, “or”, “and”, and the vast majority of meaningless function words), at the same


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time filtered out the Stop Words on the basis of the Stop Words list. We employed the Python nltk packet to segment and filter the text of pushed tweets, and operated it with natural language processing (NLT) technique. Finally, all the English letters converted to lower-case. Topic Modeling Topic modeling is the most crucial step in this study. Our research built LDA (latent Dirichlet allocation) model on topics of China-related tweets using Stanford TMT 0.4.0. Stanford TMT 0.4.0 was developed by The Stanford Natural Language Processing Group, it is based on JAVA, written by Scala and possesses complete API document. As a approach based on unsupervised machine learning technology, LDA modeling does not identify tweets subjectively, and is able to find latent theme for the text more objectively. After testing repeatedly, we chose the results that with maximum iterations—1000 and with the number of common words filtering—20, finally extracted 30 topics from more than 800 thousands tweets. The results of extracted 30 topics have shown top 20 keywords of each theme and the contribution degree of each keyword. Sentiment Analysis In current research we identified the polarity and emotion using sentiment package of R language with application of machine learning techniques and Naive Bayes algorithm. Sentiment is a kind of R package for emotional analysis which classifies different types of emotion (joy, anger, sadness, surprise, fear, and disgust) and identifies different polarities like negativity, positivity and neutrality in a text with employment of naive bayesian classifiers. Introduced as follow: Sentiment package of R language grades for every possible polarity of each tweets while it identifies them. There are two possible grades for each tweet: negative and positive. When the difference between two polarity score was big, the polarity fitting would be categorized in polarity that grades higher, and when the difference was small, the polarity fitting would be categorized in neutrality. The sentiment package of R language could classify six types of emotion: joy, anger, sadness, surprise, fear, and disgust. While analyzing the types of emotion, it would grade for every possible type. If there were particular prominent score among six types, the actual emotion of the tweet would be fitting for that category; if the difference between scores of six types is unnoted, the emotion would be fitting for “unknown”. So we can see, if a tweet was fitting for a certain type of emotion, this emotion must be very strong.

Result The Distribution of the Amount of China-related Tweets After data capturing, we received a total of 842,917 valid Popular Tweets article. From the prospective of year distribution, there is continuous increase of Popular China-related tweets from 2006 to 2012. However the amount of China-related hot tweets has decreased in 2013 relative to 2012. Topic Distribution In the present study we condensed 800 thousands China-related hot tweets into 30 topics with LDA modeling. The name of each topic and its percentage of all subjects are shown in Table 1 to Table 4. As you can see, there are three topics among China-related hot tweets that are related to diet, and they could be divided according to different scenarios, respectively: “Diet and family life”, “Food and entertainment”, and “Diet and school life”, accounted for 10.98% of the total.

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300000 254074

251786

2012

2013

250000 200000 154429 150000

115432

100000 46674 50000 266

7472

12784

2006

2007

2008

0 2009

2010

2011

Figure 1. The change of the number of China-related hot tweets in every year (N = 842,917).

After the theme of “diet”, top five topics that are accounted most of the total is, in order, “The situation in Asia”, “Presidential Election of United States”, “Financial market”, “Social media”, “Economic growth”, their cumulative percentage is 26%, which is more than a quarter. In the studies of National Image, there is common classification of topics: those are Politic, Economy, Society, and Culture, which is also the way of classification used in traditional method of survey and content analysis. According to the above mentioned approach of classification, nine topics discovered with LDA modeling in the study, “The situation in Asia”, “Presidential Election of United States”, “Regional conflict”, “Tibet issue”, “Media censorship”, “Human rights issue”, “Media review”, “The issue of HK and Taiwan”, “Political scandal”, and “Family planning” belong to the category of Politic, the proportion is 32.6%. Table 1 The Topics Belong to Politic Category

Topic

Proportion

Politic

The situation in Asia Presidential Election of United States Regional conflict Tibet issue Human rights issue Media review The issue of Hongkong and Taiwan Political scandal Family planning Total

5.75% 5.66% 4.16% 4.07% 3.01% 3.15% 2.90% 2.05% 1.84% 32.6%

Topics that belong to the category of Economic are “Financial market”, “Economic growth”, “Luxury market”, “Apple products”, “Pollution and health”, “Aerospace and lunar exploration project”，the total proportion is 20%.


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Table 2 The Topics Belong to Economic Category

Topic

Proportion

Economic

Financial market Economic growth Luxury market Apple products Pollution and health Aerospace and lunar exploration project Total

5.20% 4.68% 3.52% 2.70% 2.30% 1.55% 20.0%

Seven topics belong to the category of Culture, those are “Giant panda and The Great wall”, “Reading and Proverbs”, “The Hollywood films”, “School and learning”, “Language learning”, “Korean pop culture”, and “Traditional medicine”, the proportion is 21%. Table 3 The Topics Belong to Culture Category

Topic

Proportion

Culture

Giant panda and The Great wall Reading and Proverbs The Hollywood films School and learning Language learning Korean pop culture Traditional medicine Total

3.47% 3.15% 3.11% 3.10% 2.90% 2.70% 2.60% 21.0%

Eight themes belong to the category of Society, those are “Social media”, “Diet and family life”, “Natural disasters and public security”, “Food and entertainment”, “Diet and school life”, “The Olympic”, “City life” and “Basketball and football”, the proportion is 26.4%. Table 4 The Topics Belong to Society Category

Topic

Proportion

Society

Social media Diet and family life Natural disasters and public security Food and entertainment Diet and school life The Olympic City life Basketball and football Total

4.74% 4.46% 3.63% 3.56% 2.95% 2.58% 2.35% 2.15% 26.40%

Polarity Analysis of Different Year and Different Topics We found out through polarity analyzing that among 800 thousands China-related tweets in English, there are 55.17% of tweets that are positive, 31.11% are negative and 13.72% are neutral.

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The data in the year of 2006 was excluded because of the small amount. The polarity change from 2007 to 2013 is insignificant. The standard deviation of negative evaluation was 1.87%, the standard deviation of positive evaluation was 1.32% and the standard deviation of neutral evaluation was less than 1% which changed in the most minimal scope. Table 5 The Annual Change of Polarity (2007-2013) Negative Neutral Positive

Means (data from 2006 was excluded)

Standard deviation

31.99% 13.20% 54.81%

1.87% 0.90% 1.32%

According to the known, means of the positive evaluation of 2008 is the lowest, 52%, but the means of the negative evaluation is the highest, 35.68%. Major events that occurred in 2008 are the Beijing Olympic, The earthquake in Wenchuan, The milk powder scandal and the global financial crisis. negative

neutral

positive

60% 50%

55.13%

52.21%

54.99%

56.58%

31.47%

54.53%

54.88%

55.36%

30.00%

31.51%

31.17%

30.97%

40% 30%

33.16%

35.65%

20% 10%

11.71%

12.14%

13.53%

13.42%

13.96%

13.95%

13.67%

2007

2008

2009

2010

2011

2012

2013

0% Figure 2. The distribution of polarity from 2007 to 2013.

If we classified topics into Politic, Economy, Culture and Society like in traditional way, the proportion of positive evaluation in political themes is 54.73% which is slightly lower than the similar evaluation in economic, social and cultural theme. Table 6 The Polarity of Four Categories Issues Category of topics

Negative

Neutral

Positive

Politic Economy Culture Society

31.55% 31.55% 30.08% 30.30%

13.73% 13.21% 14.24% 14.24%

54.73% 55.24% 55.68% 55.46%

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Sentiment Analysis of Different Year and Different Topics Overall, only 25.54% of researched tweets showed strong emotion. Nearly three-quarters of the tweets did not show strong emotions, emotional analysis fit for the “unknown”. Diachronically, China-related tweets have shown stronger and stronger emotion with the passage of time. Only 20.1% of tweets have shown intense emotion in 2007, but in 2013 the percentage has been raised to 26.5%. This suggests that Twitter users are increasingly inclined to express strong emotions in terms of Chinese issue. 29% 27%

26.5%

26.5%

2012

2013

25.5%

25% 23.1%

23.4%

2009

2010

23% 21%

20.1%

20.2%

2007

2008

19% 17% 15% 2011

Figure 3. The distribution of showed strong emotion from 2007 to 2013.

In general, the highest proportion of expressed emotion was joy, accounting for 14.19%; followed by anger, accounting for 3.49%; in third place was sadness, the ratio was 3.07%. 16%

14.19%

14% 12% 10% 8% 6% 4%

3.49%

2%

3.07% 0.70%

1.64%

2.45%

0% anger

disgust

fear

joy

sadness

surprise

Figure 4. The distribution of showed strong emotion.

The standard deviation of “joy” is the greatest according to emotional change in years, which shows that the changing range of this emotion is maximum.

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Table 7 The Annual Variability of Emotion Anger Disgust Fear Joy Sadness Surprise

Means (data from 2006 was excluded)

Standard deviation

3.33% 0.66% 1.59% 12.81% 2.90% 2.33%

0.34% 0.14% 0.16% 1.90% 0.29% 0.27%

“Joy” has the largest standard deviation, 1.9%, which means that the changing range of this emotion is maximum; “anger” has shown the second large changing range, whose standard deviation is 0.34%. The other four classifications of emotion have changed slightly. The change of “Joy” has presented the increasing trend, suggesting that there are more and more China-related tweets with joyful emotion. 18% 16% 13.7%

14% 12%

15.3%

14.8% 12.2% 10.8%

12.6%

10.2%

joy

10%

anger

8% 6% 4%

3.0%

2.8%

2007

2008

3.3%

3.5%

3.8%

3.6%

3.3%

2009

2010

2011

2012

2013

2% 0%

Figure 5. The proportion of change of “Joy” and “Anger”.

The proportion of intense feeling for social issues is the largest among four classifications of traditional method, 27%; however, the proportions of strong emotion have been showed for economic, political issues are less than 25%. Table 8 The Emotion of Four Categories Issues Politic Economy Culture Society

Joy

Anger

Sadness

Surprise

Fear

Disgust

Strong emotion(total)

13.61% 13.21% 15.22% 15.21%

3.56% 3.40% 3.46% 3.58%

3.00% 2.98% 3.19% 3.25%

2.38% 2.47% 2.51% 2.56%

1.63% 1.59% 1.66% 1.69%

0.69% 0.69% 0.71% 0.72%

24.87% 24.34% 26.74% 27.01%

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Discussion In this section we will compare the account of mass media and public account. There are accounts of mass media as well as public accounts in Twitter. We constructed a media account list based on the organization accounts that were authorized by Twitter which included mass media account as much as possible and got a total of 1,512 accounts. Among all China-related tweets in English that we have analyzed there are 190,052 tweets pushed by 1,512 media accounts whose proportion is 23%, and there are 652,865 tweets pushed by public accounts whose proportion is 77%. The number of tweets released by media accounts has increased, in 2006 there were 266 tweets about China, but in 2013 have been raised to 61821 tweets. China-related tweets pushed by public accounts have begun to appear in 2007, the amount of tweets has rapidly grown from 2007 to 2012, and in 2012 the amount has reached its peak: more than 200 thousands, but in 2013 it started to decrease, which might have been affected by the decline of Twitter. 250000 205189 200000

Public

189965

Media

150000

124374 88565

100000

50000 266 0

4079 3393

2006

2007

6237

34190

6547

12484

2008

2009

61821

48885 26867

30055

2010

2011

0 2012

2013

Figure 6. The change of the number from media and public account in every year.

Types of Issues that Media and Public Accounts Concern Compared to public accounts, media accounts pay more attention to the macro issues such as political and economic. Table 9 The Four Category Issues From Media and Public Accounts Politic

Economy

Culture

Society

Total

Public

30.35%

17.72%

23.75%

28.19%

100%

Media

38.62%

27.90%

12.74%

20.73%

100%

Polarity Analysis of Tweets of Media and Public Accounts The proportion of negative evaluation of media accounts tweets is 35.7% which is 6% higher than the ratio of public accounts tweets’ 29.8%. In comparison with media accounts the proportions of positive and neutral evaluation of public tweets are higher.

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The proportion of negative evaluation of Chinese politic from media accounts is the highest, 36.5%, followed by the proportion of economic evaluation, 35.5%. In comparison with public accounts, media accounts tended to evaluate negatively. Sentiment Analysis of Tweets Pushed by Media and Public In general, 27.84% of public accounts tweets have shown strong emotion, at the same time 17.67% of media accounts tweets have shown strong feelings. Public accounts tended to express intense emotion when it is related to China. 15.8% of public accounts tweets have shown “joy”, while 8.6% media accounts tweets have shown similar emotion. Public accounts’ proportion of the expression of other five kinds of emotion were a bit higher than media accounts’. Public accounts have higher proportion of strong emotional expression on social theme than the other themes. However media accounts have a bit higher proportion of strong emotional expression on cultural theme. Public accounts expressed emotion on Politic, Economy, Culture and Society with slight proportional difference. It is the same with media accounts. Table 10 The Polarity of Four Category Issues From Media and Public Accounts Public

Media

Politic Economy Culture Society Total Politic Economy Culture Society Total

Positive

Negative

Neutral

55.3% 56.0% 55.8% 55.7% 55.7% 52.4% 53.4% 54.7% 53.9% 53.3%

30.2% 29.9% 29.5% 29.7% 29.8% 36.5% 35.5% 34.2% 34.8% 35.7%

14.6% 14.1% 14.7% 14.6% 14.5% 11.1% 11.1% 11.2% 11.3% 11.0%

Table 11 The Emotion of Four Category Issues From Media and Public Accounts Public

Media

Politic Economy Culture Society Total Politic Economy Culture Society Total

Anger 3.6% 3.5% 3.5% 3.6% 3.6% 3.4% 3.2% 3.3% 3.5% 3.3%

Disgust 0.7% 0.8% 0.7% 0.7% 0.8% 0.5% 0.5% 0.6% 0.5% 0.5%

Fear 1.8% 1.7% 1.7% 1.7% 1.7% 1.3% 1.3% 1.3% 1.3% 1.3%

Joy 15.3% 15.2% 16.1% 16.1% 15.8% 8.3% 8.5% 8.8% 8.7% 8.6%

Sadness 3.3% 3.3% 3.4% 3.4% 3.4% 2.1% 2.1% 2.0% 2.1% 2.1%

Surprise 2.5% 2.7% 2.6% 2.7% 2.6% 1.9% 2.0% 2.1% 1.9% 1.9%

Unknown 72.7% 72.8% 72.1% 71.7% 72.2% 82.6% 82.4% 81.8% 82.0% 82.3%

Conclusion The present study focused on the way that how Twitter users present China-related issues using NLP


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technology for data preprocessing and the Crawlers for data capturing, adopting topic modeling and emotional analysis for processing the data, and drew conclusions as follow: (1) In terms of quantity, the number of China-related HOT tweets in English has been increasing annually, which indicates that international society has been paying more and more attention on China and Chinese issues. Especially popular China-related tweets pushed by media accounts maintained a steady rising trend. (2) “Diet” has become most popular theme within HOT China-related tweets, more than one tenth of tweets are concerned about China. (3) The proportion of tweets on political topic within all HOT China-related tweets is the highest among four categories classified in traditional method. In comparison with public accounts media accounts pay more attention on macro issues such as politic and economy. (4) HOT China-related tweets were positive in general, especially the proportion of negative polarity of public accounts tweets is lower than 30%, and the proportion of similar polarity of media accounts is 35.75%. (5) Generally, only the quarter of all China-related HOT tweets have shown significant emotion, public accounts have expressed stronger emotion in comparison with media accounts. (6) The result of data processing suggests that the expression of “joy” took first place, followed by “Anger” and “sadness”.

References Blei, D., Ng, A., & Jordan, M. (2003). Latent Dirichlet allocation. Journal of Machine Learning Research, 3, 993-1022. Hofmann, T. (2001). Unsupervised learning by probabilistic latent semantic analysis. Machine Learning, 42(1), 177-196. O'Connor, B., Balasubramanyan, R., Routledge, B. R., & Smith, N. A. (2010). From Tweets to Polls: Linking text sentiment to public opinion time series (p. 559). Tepper School of Business. Peijing, Z., & Lei, S. (2012). A review of the research on the topic modeling method of micro-blog text based on LDA. Library and Information Service, 12, 120-126. Yanyan, Z. (2010). Text sentiment analysis. Journal of Software, 8, 1835.


D DAVID

PUBLISHING

Reading the Visual Design of Job Advertisements in Taiwanese Newspapers Chin-Hui Chen, Shu-Wen Chuang National Pingtung University of Science and Technology, Pingtung, Taiwan

This content analysis of print advertisements for jobs focuses on changes in choices of visual semiotic resources over time. Recruitment advertisements as a genre of persuasion discourse require careful design, not only in terms of writing but also in the selection of visual images, which can help attract candidates’ attention and therefore enhance the effectiveness of the messages conveyed. It has also been argued that changes in visual-communication styles of recruitment advertisements could, to some extent, reflect how such advertisements were perceived as functioning from the employers’ perspectives. In this paper, content analysis of job advertisements as printed in weekend newspapers in three different years (1993, 2003, and 2013) revealed that: (1) the presence of visual content in job advertisements fluctuated over the past two decades; and (2) to make recruitment advertisements more eye-catching, visual images were more likely to be placed in areas identified as salient in theoretical terms. The results shed new light on the roles played by the visual semiotic resources of job advertisements for the purpose of attracting human resources effectively. Keywords: recruitment advertisements, content analysis, visual communication, newspapers, Taiwan

Introduction Recruitment and Job Advertisements Print-media recruitment advertising, part of a wider genre known as “want ads”, is one of the central operations used when drawing potential human resources into a company. Recruitment has always been regarded strategically important to the success of a company, and hence has received considerable academic attention in the field of management (for a review, see Breaugh & Starke, 2000). Recruitment advertising, historically the most commonly used tool for approaching potential employees (Martin, 1987), has also been widely discussed in terms of its effectiveness and impact (Blackman, 2006; Kaplan, Aamodt, & Wilk, 1991; Mathews & Redman, 2001; Roberson, Collins & Oreg, 2005). Literature on the communicative effectiveness of job advertisements has also emerged from the field of marketing (Rai & Kothari, 2008; Ryan, Gubern, & Rodriguez, 2000). Much as commercial messages in advertisements promote a product to customers, recruitment advertisements target job-seekers. As indicated by Ryan et al. (2000), recruitment advertising, as perceived from a marketing viewpoint, sells jobs as products by means of certain mechanisms that are intended to motivate their customers (job seekers) to fulfill an organizational goal: that is, to sustain the business with quality human resource input. Chin-Hui Chen, Ph.D., Assistant Professor, Department of Modern Languages, National Pingtung University of Science and Technology. Shu-Wen Chuang, Postgraduate Student, Department of Modern Languages, National Pingtung University of Science and Technology.

READING THE VISUAL DESIGN OF JOB ADVERTISEMENTS

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Adopting this perspective, the present research examines job advertisements as a form of business and marketing communication, in which context the design of such messages becomes a topic worthy of discussion.

Analyzing the Appeal of Job Advertisements in Newspapers Newspapers have traditionally been a usual medium in which recruiters advertise information about job vacancies (Fyock, 1988; Greenberg, 1986). The benefits of the use of newspapers for this purpose include spatial flexibility: i.e., a job advertisement can be as small as a classified ad, or as large as a full page (Kaplan et al., 1991). It is also effective to reach a large pool of applicants through newspapers (Davids, 1986). Recruitment advertisements, as a public discourse, can also construct corporate images when it is read by audiences other than just active job-seekers (Stoops, 1984). Given that recruitment advertisements in newspapers can be costly (as opposed to free or relatively low cost ones in new media alternatives), its effectiveness is a question worth exploring. Rawlinson (1988) suggested that the inclusion of sufficient space as well as large and eye-catching titles can help one job advertisement stand out among many others. Kaplan et al. (1991) examined applicants’ responses to job advertisements, and reported that in addition to size, physical characteristics such as the proportion of white space, borders and graphics were positively related to increases in applicant pools. Allen, Mahto, and Otondo (2007) similarly found that recruitment messages that included visual elements such as graphics, or colorful images were more effective for conveying information. However, Magnus (1986) also argued that merely including graphics or art work was not sufficient to make a job advertisement creative and distinctive. Other researchers have stressed that company images presented in a positive manner (Magnus, 1986; Rawlinson, 1988) can significantly affect potential candidates’ decisions to apply for positions (Belt & Paolillo, 1982). Visual communication hence plays a role in the design of effective job advertisements. In terms of the content, a subgenre of job ads that can be termed company-centered generally include components such as an institutional name/website, position information, expected candidate qualifications, application requirements and contact details, and equal opportunity statements (Cook, 2002). Cook (2002) also advised that candidate-centered job announcements, in contrast, should be produced to target the audience members in terms of what they want: i.e., be designed in light of a candidate’s probable perspective, provide realistic job previews, help candidates see themselves in the organization, and attract candidates with vivid language harnessed to the provision of personally relevant messages. Other studies (e.g., Huang, Chang, & Du, 2002; Kaplan et al., 1991) have discussed recruitment advertisements from the perspective of human resource management, but rarely via any systematic analysis of the theoretical rationales behind either their textual or visual design. Although this paper is also concerned with how the design of job advertisements can efficiently draw job applicants’ attention, we are particularly interested in exploring the visual communication mechanism, how it achieves saliency and what can be inferred from changes in visual design over time. To answer such questions, we draw on a theory introduced by two linguists, Gunther Kress and Theo van Leeuwen, whose research is based on multimodal analysis and focused on the grammar of image design as well as the meanings.

Literature Review Visual Communication and the Grammar of Images The use of visual images for communication, from a meaning-making perspective, can be seen as an aid to

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or a substitute for language (Fairclough, 2001). For instance, a sign featuring a smile can represent the notion of happiness. It has been argued that using visual content to communicate in a job advertisement can make conveying messages more effective, as pictures are powerful means of making readers remember content (Lester, 2014). In the process of visual communication, the interactions between those involved need to be taken into account even when there is no face-to-face contact. In the specific context of recruitment advertisements, the employer plays the role of image producer, while job applicants operate as decoders of meanings in the images. According to Kress and van Leeuwen (2006), interactions via images can hence be categorized into two types: the first being between participants represented in the images, and the second, between interactive participants (e.g., employers vs. candidates), activated by understanding of the meaning-potential in the images. As stated by Kress and van Leeuwen (2006, p. 2), “like linguistic structures, visual structures point to particular interpretations of experiences and forms of social interactions”. Accordingly, the present study investigates visual structures as components of job advertisements, and draws inferences about the kinds of interactions between employers and the targeted job applicants that are endorsed by the job advertisements under study. In order to analyze the images in job advertisements, this paper employs Kress and van Leeuwen’s (2006) theories on grammar of images. Kress and van Leeuwen’s (2006) grammar of images can be discussed in terms of a number of dimensions, such as placement and salience. Placement of images can be defined as the spatial composition of images. The composition of the elements (e.g., images, words, or frame) would give them different information values. Placing images on the left (given) and right (new), top (ideal) and bottom (real), or the central and marginal area has different values and effects (Kress & Van Leeuwen, 2006). The left-hand side is endowed with given information and the right-hand side with new information. Given information means that something viewers are assumed to know or something they are familiar with. New information means that presenting something which is not yet known, or something that readers should pay attention to. As for top and bottom, the former represents the ideal and the latter the actual. The upper area shows us what might be and the lower area shows us what it is. As to the contrast between the center and the margins, the composition of the center represents the nucleus of the information while the marginal elements are subservient to those in the central area (Kress & Van Leeuwen, 2006). Hence, it is assumed that the information in the center is endowed with greater information values than that in the margins. Kress and Van Leeuwen (2006) also stated that the upper area is more salient than the lower area. As a result, it is assumed that rightward and top visual content may draw individuals’ attention to a greater extent. As discussed earlier, a recruitment advertisement can be designed as either company-centered or candidate-centered in nature. The latter blends the idea of job advertisements as a form of marketing or promotional discourse with messages that are designed to appeal to the addressees, namely, the job applicants. As such, its rhetoric is intended to evoke responses from the readers’ mind, and also an indirect interaction. The above two communicative orientations could also be reflected in the visual content of a job advertisement. Alongside the question of company vs. candidate orientation, it is worth exploring whether company-oriented and candidate-oriented images treated differently with regard to their placement and salience in these advertisements. In light of the above discussion, we ask the following research questions:


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RQ1: How frequently were visual images present in Taiwanese newspaper recruitment advertisements in 1993, 2003, and 2013? RQ2: In what ways did these images reflect a company-oriented or candidate-oriented perspective? RQ3: How were the various images placed in these advertisements? RQ4: Were company-oriented and candidate-oriented images treated differently with regard to their placement and salience in these advertisements?

Methodology Content Analysis of Recruitment Advertisements Content analysis, as a tool of text and discourse analysis (Titscher, Meyer, Wodak, & Vetter, 2000), is characterized as objective, systematic and quantitative (Berelson, 1952; Holsti, 1969). This makes it suitable for studies such as ours, which attempt to uncover visual communication patterns in job advertisements by quantifying the features under study into distributional figures. Content analyses are often conducted for hypothesis testing, using statistical analysis based on the generated coding results under the guidance of a pre-determined manual. The operational procedures include sampling, coding, reliability testing, and statistical analysis. The samples used in the content analysis in the present study were weekend job ads printed in the China Times, the United Daily News and the Liberty Times in 1993, 2003, and 2013. These long collection intervals were chosen in an attempt to discern long-term visual changes in the recruiting information shown in job ads, while the three particular newspapers were chosen as being the most widely read in Taiwan, according to a survey by Chang and Fu (2003). Weekend editions were chosen because more job ads tend to appear at weekends in Taiwan. As to the sampling mechanism, all the job ads printed during one randomly chosen weekend of each month in the targeted sampling years (1993, 2003, and 2013) were collected. This yielded 1,556 job ads for analysis, of which 47.6% (N = 740) were from 1993, 33.2% (N = 517) from 2003, and 19.2% (N = 299) from 2013. The operational definitions of each dimension were explained as follows: (1) Year. Job ads from 1993 were coded as“1”, those from 2003 as “2”, and those from 2013 as “3”. Presence of images. In the first stage of analysis, each ad that presented at least one image was coded as “1”, and those with no images as “2”. (2) Placement of images. This can be divided into two parts, with the first part being upper or lower placement. Four code categories were created for this part: “1” = upper, “2” = lower, “3” = full-height, and “4” = other (e.g., centered vertically). Secondly, left/right placement was again coded using four categories: “1” = left, “2” = right, “3” = full-height, and “4” = other (e.g., centered horizontally). (3) Salience of images. This includes categories such as foregrounded (“1”) vs. backgrounded (“2”). (4) Image types. Based on previous research on recruiting information (Huang, Chang, & Du, 2002), the present study, classified images as “1” if they were company-oriented (i.e., showing factories or other buildings, products, or working environments such as labs, offices, or production lines), and “2” if they were candidate-oriented (i.e., of human beings assumed to be the kinds of candidates the company desired). Images that fit neither of the above orientations, such as animals, cartoons, the Earth and so forth, were coded as“3”. (5) Two coders were recruited to conduct the coding according to the above operational definitions. The intercoder reliability between the two coders was adequate, in that Krippendorff’s alpha was greater than 0.8 (Krippendorff, 2004).

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Results The Presence of Images in Recruitment Advertisements As shown in Table 1, the degree to which images were present in the collected job ads varied considerably across the targeted years: rising from 9% in 1993 to 64% in 2003 and then decreasing dramatically back to 9% in 2013 even though the numbers of the sampled job advertisements decreased over the two decades (from 47.6% to 19.2%). In all, 426 job ads presented at least one image, but because some ads presented more than one, a total of 575 distinct images were identified. The apparent rise and fall of the use of visual images in recruitment ads over the 20-year period we studied may reflect major changes in the strategies that underlay the design of such ads, and/or changes in the foci of recruiting activities themselves. In 2003, companies seemed to pay more attention to visual communication in the design of job ads as a means to attract their potential job applicants. Table 1 Numbers of Job Ads With Images by Year Year 1993 Frequency Within-year% 2003 Frequency Within-year% 2013 Frequency Within-year% Total Frequency Within-total%

Ads with images

Ads without images

Total

66 9%

674 91%

740 100%

333 64%

184 36%

517 100%

27 9%

272 91%

299 100%

426 27%

1,130 73%

1,556 100%

Image Types: Company-oriented or Candidate-oriented As previously mentioned, all images were identified as company-oriented, candidate-oriented or neither. Company-oriented images presented visual messages regarding company products, buildings, production lines, or offices to help job seekers get basic information about what the company is in terms of the above-mentioned facts. Candidate-oriented images, on the other hand, showed models who by implication had certain attributes that the targeted job applicants shared. In some cases, the models were portrayed performing specific actions that could also serve to define what the ideal candidates should be like. Table 2 presents the relationships between image types and year of ads. Generally, company-oriented images (N = 295) were more prevalent than candidate-oriented ones (N = 112), which were also less common that other types of images (N = 168) in the sampled job ads. As can be seen in Table 2, approximately half of the images in 1993 and 2013 were in the “other” category. This contrasted sharply with 2003, when company-oriented images made up well over half of the total images found (56%). To some extent, these changes might reveal that recruiters in 2003 were engaged in a strategic attempt to communicate messages about their companies’ characteristics to potential candidates, beyond what the non-visual information alone could convey.

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READING THE VISUAL DESIGN OF JOB ADVERTISEMENTS Table 2 Frequency of Imagesby Type and Year Type/Year Company-oriented Frequency Within-year% Candidate-oriented Frequency Within-year% Other Frequency Within-year% Total Frequency Within-total%

1993

2003

2013

Total

21 27%

269 56%

5 26%

295 51%

19 25%

89 19%

4 21%

112 19%

37 48%

121 25%

10 53%

168 29%

77 13%

479 83%

19 4%

575 100%

Placement and Salience of Images in Job Advertisements Presence of full-height images. As shown in Table 3, a total of 41 full-height images were found in the data from all years, of which the overwhelming majority (83%) were found in 2003. Full-height images were six times more prevalent in the 1993 data than in the 2013 data. However, the percentage of the total image sample made up by full-height images in each year was roughly comparable, i.e., 7.7% (6 out of 77) in 1993, 7.0% (34 out of 479) in 2003 and 5.2% (1 out of 19) in 2013, and the mean presence of such images was 7.1%. The relative lack of interest in full-height images on the part of recruiters may reflect a feeling that it is inefficient to spend a large sum of money on highlighting just one visual image in a job advertisement, and that multimodal messages were seen as preferable by Taiwanese companies. Table 3 Frequency of Full-Height Images in Job Advertisements by Year Placement Full heightimages Frequency %

1993

2003

2013

Total

6 14.6%

34 83%

1 2.4%

41 100%

Table 4 Frequency of Upper/Lower Placement of Images in Job Advertisements by Year Placement Upper Frequency Within-year% Lower Frequency Within-year% Total Frequency

1993

2003

2013

Total

39 55%

280 73%

13 72%

332 70%

32 45%

103 27%

5 28%

140 30%

71

383

18

472

Presence of images in upper or lower areas. Table 4 indicates the relative frequency of images placed in the upper as opposed to the lower area of job ads. The results show that images classified as having upper

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placement were more prevalent than those with lower placement in all three of the targeted years: by nearly triple, in the case of ads from 2003 (73% upper) and 2013 (72% upper), while in the 1993 data, the two types were much more evenly split (55% upper). These results may suggest a growing awareness, over the period 1993-2003, that upper placement was more eye-catching than lower placement. When visual messages were included in job advertisements in Taiwanese newspapers, they were more likely to be treated as ideal rather than reality, given Kress and van Leeuwen’s visual theory (2006). Presence of images in the left and right areas. Our analysis of the left or right placement of images is rooted in prior literature (Kress & Van Leeuwen, 2006). Table 5 sets forth the comparison of the numbers of images placed in the right as opposed to in the left area. The results indicate that over the targeted three years, no great difference could be observed. In 1993, the percentage of left and right placements was the same (50%). Ten years later, the proportion of images with right placement had grown to 54%; and in 2013, this had decreased slightly to 46%. Given Kress and van Leeuwen’s theory, the results could be interpreted as that when Taiwanese companies included visual content, they did not just emphasize new but also information that the job applicants were familiar with. What comes next is the examination of image types (company-orientation and candidate-orientation) in relation to placement and salience so as to extend the discussion in this section. Table 5 Frequency of Left/Right Placement of Images in Job Advertisements by Year Placement Left Frequency Within-year% Right Frequency Within-year% Total Frequency

1993

2003

2013

Total

19 50%

126 46%

7 54%

152 47%

19 50%

147 54%

6 46%

172 53%

38

273

13

324

Placement, Salience and Types of Images in Job Advertisements Image types versus left and right placement. Table 6 reveals the relationship between the left-right placement of images, on the one hand, and image types, on the other hand. Given Table 6, in company-oriented images categorized in terms of left and right placement (N = 251), those placed on the left (N = 135, 54%) were more than those on the right (N = 116, 46%). A different pattern was found in the case of candidate-oriented images. Slightly more candidate-oriented images were placed on the right (N = 46, 53%) than on the left (N = 40, 47%). The results means Taiwanese companies regarded company-related facts or information as given while visual messages designed to define their targets were meant to be new to the readers. Image types versusupper and lower placement. As can be seen from Table 7, among company-oriented images, those placed in the upper area (N = 177) outnumbered those in the lower area (N = 71) of the sampled job ads. A similar pattern could also be found in customer-oriented images. It seems that both image types were more likely positioned as ideal rather than reality (since more frequently in the upper rather than in the lower area) by Taiwanese companies in the process of designing visual communication in job advertisements.


487

Types of images being foregrounded and backgrounded. To further understand the extent to which company-oriented and candidate-oriented images tended to be salient, we observed whether they were foregrounded or backgrounded in the sampled job advertisements. According to the visual grammar theory introduced by Kress and Van Leeuwen (2006), foregrounded placement is more salient than backgrounded placement. Table 6 Types of Images Placed on the Left and Right of Job Ads Image types Company-oriented Frequency Within-type% Candidate-oriented Frequency Within-type% Total Frequency

Left

Right

Total

135 54%

116 46%

251 100%

40 47%

46 53%

86 100%

175

162

337

Table 7 Types of Images Placed in the Upper and Lower Areas of Job Ads Image types Company-oriented Frequency Within-type% Candidate-oriented Frequency Within-type% Total Frequency

Upper

Lower

Total

177 71%

71 29%

248 100%

66 68%

31 32%

97 100%

243

102

345

Table 8 Frequency of Foregrounded and Backgrounded Images by Image Type Image types Company-oriented Frequency Within-type% Candidate-oriented Frequency Within-type% Total Frequency

Foregrounded

Backgrounded

Total

165 56%

130 44%

295 100%

72 64%

40 36%

112 100%

237

170

407

Table 8 shows that more than half (56%) of the company-oriented images were foregrounded. Among candidate-oriented images, the majority of them (64%) were foregrounded as well. Both types of images were more likely displayed as foregrounded messages in job advertisements. That means when Taiwanese companies included visual messages in job advertisements which were more frequently textual, they would like to emphasize them and made them and make them easily noted by the readers.

488


Conclusion In sum, visual communication as observed in job advertisements in Taiwanese newspapers showed marked variations over time. Of the three sampled years, each a decade apart, 2003 saw the great majority of reliance on visual communication to attract candidates. The possible reasons for such a spike might be, firstly, long-term changes in the channels whereby job candidates look for information about job vacancies, and secondly, changes in employers’ perceptions regarding how job advertisements ought to function. Specifically, people long tended to perceive classified advertisements as consisting of only a small amount of space and as containing a limited amount of textual information, e.g., a company’s name, available job titles and contact details. This perhaps explains the pattern identified in 1993, when job advertisements were still the main tool for disseminating job information, and the competition for limited space in newspapers could be costly. Therefore, it seems likely that inclusion of visual content in 1993 was restricted due to high demand for advertising space and the resultant higher costs of such space. In 2003, in contrast, visual content played a dramatic, essential role in the design of job advertisements, with the majority including it. Moreover, the visual images sampled in that year were more likely to be placed in areas with greater value of saliency. This suggests that the employment of visual images in job advertisements was not a random decision. Fewer candidate-oriented messages than company-oriented ones were found, implying that employers on the whole were not interested in constructing ideal images or subject positions for the targeted readers to take on, based on most of the samples derived from 2003. In other words, job advertisements in Taiwanese newspapers, also considered as a promotional discourse, were limited to the promotion of corporate images. In light of RQ1, it is clear that fewer and fewer companies relied on print advertisements to attract potential applicants from the labor market, and that the significance of newspaper job advertisements as a recruiting discourse was becoming weaker over the 20-year period in question. This is readily explicable when one takes into account the increasing use of company websites to construct corporate images as well as to enable mutual or interactive communication between companies and potential job applicants (Chapman & Webster, 2003). Due to the space limitations of this paper, some additional dimensions of the multimodal choices involved in the design of job advertisements have been overlooked, and could represent fruitful directions for future research. For example, content analysis is capable only of revealing visual communication patterns as realized in the frequency of pre-determined coding dimensions: it cannot reveal implied, connotative meanings conveyed via the choices of various visual semiotic resources, such as the symbolic meanings of icons, lexical and visual interactions for meaning-making, distance, gazes, poses, the angles viewers take in relation to represented people in pictures, or the visual positioning of individuals in pictures as models for targeted job applicants to identify with. A qualitative multimodal analysis could provide a range of additional insights into the putative relationships between employers and potential employees that are visually constructed in job advertisements. It would also be worth exploring recruiting websites’ strategies and techniques for attracting candidates, as compared to those of traditional job advertisements printed in newspapers.

References Allen, D. G., Mahto, R. V., & Otondo, R. F. (2007). Web-based recruitment: Effects of information, organizational brand, and attitudes toward a Web site on applicant attraction. Journal of Applied Psychology, 92(6), 1696-1708. Belt, J., & Paolillo, J. (1982). The influence of corporate image and specificity of candidate qualifications on response to recruitment advertisement. Journal of Management, 8(1), 105-112.


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Berelson, B. (1952). Content analysis in communication research. New York: Free Press. Blackman, A. (2006). Graduating students’ responses to recruitment advertisements. Journal of Business Communication, 43(4), 367-388. Breaugh, J. A., & Starke, M. (2000). Research on employee recruitment: So many studies, so many remaining questions. Journal of Management, 26(3), 405-434. Chang, Y. H., & Fu, Y. C. (2003). Taiwan social change survey (Round 4, Year 4) (NNSC 92-2420-H-001-002-B1). Taipei: Ministry of Science and Technology. Chapman, D. S., & Webster, J. (2003). The use of technologies in the recruiting, screening, and selection processes for job candidates. International Journal of Selection and Assessment, 11(2‐3), 113-120. Cook, K. P. (2002). Recruiting new faculty? Change your rhetorical perspective. Proceedings of 29th Annual Conference Council for Programs in Technical and Scientific Communication (pp. 119-122). Logan, Uta. Davids, M. (1986). How to plan and place corporate advertising in print media. Public Relations Journal, 42, 29-30. Fairclough, N. (2001). Language and power. New York: Longman. Fyock, C. (1988). New ways to say “help wanted”. Personnel Administrator, 33, 101-109. Greenberg, E. (1986). The costs and strategies of recruitment advertising. Compensation and Benefits Review, 16, 69-73. Holsti, O. R. (1969). Content analysis for the social sciences and humanities. Reading, MA: Addison-Wesley. Huang, C. I., Chang, K. I., & Du, P. L. (2002). The content and appeal of recruitment advertisements in newspapers: Sponsor versus job seeker. Journal of Human Resource Management, 2(2), 99-112. Kaplan, A. B., Aamodt, M. G., & Wilk, D. (1991). The relationship between advertisement variables and applicant responses to newspaper recruitment advertisements. Journal of Business and Psychology, 5, 383-391. Kress, G., & Van Leeuwen, T. (2006). Reading images: The grammar of visual design. New York: Routledge. Krippendorff, K. (2004). Content analysis: An introduction to its methodology. Thousand Oaks, CA: Sage. Lester, P. (2014). Visual communication: Images with messages. Boston, M.A.: Wadsworth. Magnus, M. (1986). Recruitment advantages. Personnel Journal, 65, 58-77. Martin, B. (1987). Recruitment ad ventures. Personnel Journal, 66, 46-63. Mathews, B. P., & Redman, T. (1998). Managerial recruitment advertisements—just how market orientated are they? International Journal of Selection and Assessment, 6(4), 240-248. Rai, H., & Kothari, J. (2008). Recruitment advertising and corporate image: Interface between marketing and human resources. South Asian Journal of Management, 15(2), 47-60. Rawlinson, H. (1988). What do your classified ads say about you? Recruitment Today, 1, 47-52. Roberson, Q. M., Collins, C. J., & Oreg, S. (2005). The effects of recruitment message specificity on applicant attraction to organizations. Journal of Business and Psychology, 19(3), 319-339. Ryan, G., Gubern, M., & Rodriguez, I. (2000). Recruitment advertising: The marketing-human resource interface. International Advances in Economic Research, 6(2), 354-364. Stoops, R. (1984). Recruitment ads that get results. Personnel Journal, 63, 24-26. Titscher, S., Meyer, M., Wodak, R., & Vetter, E. (2000). Methods of text and discourse analysis. London: Sage.


D

DAVID

PUBLISHING

The Education & Training and the Utilization of Multi-cultural Workforce SU-WON KIM Korea Research Institute for Vocational Education & Training, Sejong-si, Korea 

The international movement of workers and the inflow/outflow of immigrants are increasing, the term immigrant communities which country in the world is more familiar. Also, the country that accumulated a history of immigration over decades have been promoted while continuously changing the integration policies for immigrants. The immigration into home country such as the married immigrant women, etc. is constantly increasing in South Korea that had a homogeneous culture. While, it is continued to the overseas movement of young people looking for opportunities in foreign rather than domestic. In South Korea, the multi-cultural families are increasing together with the immigration of foreign workers, the marriage immigrants, etc. in accordance with the globalization of capital and labor, and the multi-cultural society is being formed in accordance with the influx of alien culture and various religious. In this paper, it explored the trends and the future outlook for the multi-cultural workforce in these dimensions. Also, in a multi-cultural society, it suggested the implications and the future assignments for the new changes in the education & training and the employment in order to improve the quality of life and to use as the production entities of multi-cultural workforce. Keyword: Multi-cultural workforce, Education & training, Utilization (Employment)

Introduction There are the international movement of workers and the inflow/outflow of immigrants are increasing, the term immigrant communities which country in the world is more familiar. Also, the country that accumulated a history of immigration over decades have been promoted while continuously changing the integration policies for immigrants. The immigration into home country such as the married immigrant women, etc. is constantly increasing in South Korea that had a homogeneous culture. While, it is continued to the overseas movement of young people looking for opportunities in foreign rather than domestic. “Growth without employment” phenomenon continues to intensify since 2000, as a result, because the opportunities for domestic employment of the youth were worse. In South Korea, the multi-cultural families are increasing together with the immigration of foreign workers, the marriage immigrants, etc. in accordance with the globalization of capital and labor, and the multi-cultural society is being formed in accordance with the influx of alien culture and various religious.1 In this paper, it explores the trends and the future outlook for the multi-cultural workforce in these

1

Su-Won Kim, Ph.D. in Business Administration, Korea Research Institute for Vocational Education & Training. In 2050, there is expected to be an era when the foreigner is 10%, that is classified as the immigrant community (Choi, 2012).

491

THE EDUCATION & TRAINING

dimensions. Also, in a multi-cultural society, it suggests the implications and the future assignments for the new changes in the education & training and the employment in order to improve the quality of life and to use as the production entities of multi-cultural workforce.

Status and Trends of the Multi-cultural Workforce Looking at the status of foreigners to enter and stay the country (see Table 1), since 2005, every year 50,000~100,000 people and the width of increasing was appeared to increase. Looking at the period of stay, it appeared that the long-term stay is five times higher than the short-term stay. As the cliffs effect of domestic population is visible, this trend of increasing is expected to continue because of liberalization of the global labor market, the exchange of labor workforce, etc. with an exoteric immigration policy. Table 1 The Increased Trend of Foreigners Between the Latest 10 Years (2004-2014) (Unit: Persons) Year

Total

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

750,873 747,467 910,149 1,066,273 1,158,866 1,168,477 1,261,415 1,395,077 1,445,103 1,576,034 1,797,618 1,774,603

Subtotal 750,873 747,467 910,149 1,066,273 1,158,866 1,168,477 1,261,415 1,395,077 1,445,103 1,576,034 1,377,945 1,383,817

Long-term Stay Enrollment 468,875 485,144 631,219 765,746 854,007 870,636 918,917 982,461 932,983 985,923 1,091,531 1,094,865

Residence Report2 22,534 25,365 29,388 34,516 41,457 50,251 83,825 135,020 187,616 233,269 286,414 288,952

Short-term stay 259,464 236,958 249,542 266,011 263,402 247,590 258,673 277,596 324,504 356,842 419,673 390,786

Note. Source: Statistics reports on outbound·inbound foreign policy, February 2015.

The long-term stay of foreign workers in domestic may cause the deepened phenomena of a conflict by social polarization, such as the income gap between nationals and multi-cultural workforce (including immigrants) is expanding.3 In other words, if the supply of low-skilled labor migration is increased by the inflow of foreign worker, the wages of low-skilled labor are relatively is declined, and the inequalities between nationals and multi-cultural workforce is expanded, and the social and cultural conflict can be severe due to the heterogeneity of the population structure. In addition, the conflict including antipathy for foreign workers of low-income workers, education maladjusted and anti-social empowerment of multi-cultural children, etc. may also be intensified. However, a positive view, such as the changes of social values to accommodate other foreign races and cultures, etc. is also expected to appear. According to the 2015 Statistics “Employment survey” (see Figure 1), the foreign workers who are employed in SMEs, etc. among the foreign workforce of long-term stay in the country are 988,000 people by 2

If foreigners continue to resident for more than six months in the country, they must report to the Immigration Office of the Ministry of Justice. 3 In the end of May 2015, the employment rate of the domestic foreign residents is 68.3%, this is 7%p higher than the national average employment rate (60.9%). The unemployment rate of those is 4.9%, this is 1%p higher than the national average unemployment rate (3.8%). (Statistical Office, 2015, p. 6).

492


the end of 2015, and 80,000 or 90,000 people per year are increased. They are almost correspond to the simple low-skilled workforce,4 and the distributions by industry are identified as being concentrated in manufacturing, construction, food and lodging. If it combine the illegal aliens caught not on statistics besides the illegal aliens caught on statistics (208,778 people in the case of 2014), it is estimated to be 100 million people.

Economic Activity Status of Domestic Aliens May, 2014 125.6 million people 89.6 million people 85.2 million people 0.44 million people 36 million people

Foreigners aged over 15 Economically Active Population Employed Unemployed Economically inactive population

May, 2015 137.3 million people 98.6 million people 93.8 million people 4.8 million people 38.7 million people

Employed Foreigners aged over 15

Status of Foreign Workers ◎Foreign Workers’ Status by Status of Sojourn None-professional 26.4 (million people) Employment Working Visit 23.4 Experts 4.7 ↓1.1% Students 1.0 7.7 Overseas Koreans 18.0 Permanent residence 8.3 Immigration Marriage 6.1 6.3 Etc. 6.0 8.8

Increase(percentage) ↑ 11.8 million(9.4%) ↑ 9 million (10.0%) ↑ 8.6 million (10.1%) ↑ 0.4 million (9.4%) ↑ 2.8 million (7.7%)

0.1 5.4

↑6.9% ↑10.2%

↑9.6% 2.9

12.1 ↑9.8% ↓4.1% ↑15.1%

↑6.5%

◎ Foreign Workers’ Status by Industry Mining and Manufacturing

Business, personal public service

43.6 million people (↑4.3%)

18 million people (↑26.7%)

Wholesale and retail, accommodation and restaurants 17.9 million people (↑16.5%)

Construction industry

Agriculture, Forestry and Fisheries



Figure 1. The results of employment survey for foreigners (2015. 5.). Source: Statistical Office(2015. 6.)

However, according to Japan’s Nomura Research Institute (2015. 12.), 49% of Japan’s labor force, 47% of the US labor force, 35% of the UK workforce are likely to be replaced by A.I. (Artificial Intelligence) or robots Within the 10-20 years. At this time, it expects, simple low-skilled workers are mostly gone. If do so, it would be considered that most of demand for low-skilled foreign workers including immigrant workers is reduced. While, if the domestic economy is going to improve, it conduct a venture or a start-up and it are expected to increase gradually the advanced technical personnel employed by large companies. If do so, it is expected to generate a number of conflict areas on the labor supply and demand in accordance with the job sector. 4

If it is the classification based on the type of visa, about 94% of the total foreign workforce is evaluated as a simple people.


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Currently, the multi-cultural workforce including marriage immigrants are having many difficulties from adaptation of everyday relationships to communication, child rearing, economic life (Kim, 2009). If they wish to work, there is a limit on access to the vocational (skilled) education and the job placement services because of the job-related language problems and the lack of information. For this reason, it is difficult to work where they want. And, this is leading to the second-generation immigrants and their children as well as the first generation. In addition, the gaps with natives in the side of the low income and the low enrollment of children of the multi-cultural families including immigrants are also expected to continue in the second generation of immigrants as well as the first-generation of immigrants.5

New Frame and Policy Issues Coexistence Society: Assimilation and Multi-culturalism It is desirable for foreign workforce to be pursued assimilation6 and multi-culturalism7 at the same time. Through the assimilation policy, the government should support the school attendance of immigrants’ children, the immigrants are easier to adapt and assimilate such as non-discrimination in opportunity of jobs or education. Through multi-culturalism, the various cultures and values, language, etc. that the immigrants brought are to foster an atmosphere that is coexisted in society. According to the international movement of workers and the outflow and influx of migrants, these foreigners are converted your recognition as their representatives of reproduction areas in domestic as well as the subject of their own growth and development. For this, it is desirable to already control the racial discrimination for domestic people as well as foreigners by enabling the education for recognition switch according to the multi-cultural society. Improvement for the Quality of Life and Utilization for the Production Subjects of Multi-cultural Workforce In aspects of improvement of the quality of life and of production workforce for foreign workers, it is required that not only human resource development, employment and employment maintain, and development of the related occupations but also comprehensive support of the career development, etc. needed a systematic and sustained push according to the life cycle. For this, organizations or agencies related to corporate of employers or chamber of commerce, etc. as well as government departments and affiliated public institutions should strengthen the professional network with an active participant. For their career development, besides the education of Korean language, the basic and mandatory education of computer, etc. it is necessary to the wages assistants during the vocational training period, the operation of occupational mentoring programs, the enlargement of target for the parallel system of work and learning, strengthening education to understand the nature of immigrants, etc. Diversification for Forms of the Education and Training in Accordance With the Subjects at Various Levels According to the training participants increases every year and their academic background and job skills 5

According to Borjas (2005), in the United States, if the level of the first-generation immigrants generally equal to the lower of natives 20%, it is not completely equal to the natives until the third-generation immigrants. 6 Assimilation model is situation of the underlying policies that focus on the assimilation of immigrants to the Immigration Country. This is that the immigrants are disband its own identity while generations is passing by learning the language and the culture of the mainstream society in a short time through a help of government (Go, Kim, & Lee, 2011). 7 Multiculturalism model will acknowledge and encourage that the immigrants go to protect their cultures, and the aim of policies is co-exist rather than assimilating into mainstream society (Go, Kim, & Lee, 2011). Since the 1970s, Canada, Australia, American society have changed the immigrants’ integration way to multiculturalism model instead of assimilation model that pursued before.

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becomes variety among the multi-cultural workforce including immigrants, it practice in conjunction with the virtual technology utilizing ICT technology and a variety of education & training resources such as online, universities, etc., and it is necessary to support to conduct a variety of education & training methods that correspond to shorter lifetime and diffusion of the project-type work in technological development and social change. Furthermore, it also need the special vocational education and training, such as fostering the export specialists and the regional experts in consideration of the backgrounds or the characteristics of multi-cultural children. In order to deploy and utilize effectively the multi-cultural workforce to the domestic labor market, it requires the information management for competency development that can be deployed and utilized at the right time and right place by recording and managing their education, career, experience, and the various learning. Changes of the Social Values to Accommodate Other Races and Cultures It should eliminate the social and cultural conflict, such as the income gap between the domestic people and the multi-cultural workforce, antipathy for foreign workers of domestic low-income workers, the multi-cultural children’s academic maladjustment, anti-social empowerment. Also, 60% of foreign workers residing in the country must also consider the same nation as Korean-Chinese (namely, Ethnic Koreans) and the friendly relations with China. Above all, it requires a change in social values to accommodate other races and cultures in order to do this. In this aspect, it must change the social values to accommodate other races and cultures, and it needs education to cultivate a mature civic consciousness that can control the racial consciousness. On the other hand, there is necessity to strengthen the investment of education phase at the level of the integration policy as well as the assimilation policy in order to ensure immigrants’ convergence in domestic society. This should include the community education, such as ambition, social networking as well as the functions dimension, such as the vocational training, etc. Changes of the Vocational Education and Training for Enhancing the Social Adaptation and Linked to Employment It identify the characteristics and the interests of foreign workers including immigrants, and it should be supported to adapt to Korean culture and new jobs through considering this. Also, even as foreign immigrants with a certain level of the skills capacity, they can not get a job for their ability in many cases because of the shortages of knowledge and skill in the domestic labor market, the lack of experience, and the mistrust and the doubt on the domestic migrants. For this, it is desirable to enhance the depth counseling and perform the social adjustment education and the vocational education and training to be required. For example, it operate not only the education and training for Korean language, computer basics, professionalism, understanding of labor market, technical expertise, etc. but also the programs that form a network with employers, and it also need the special vocational training system, such as fostering the multi-cultural children as the export specialists and the regional experts of domestic enterprises. In addition, it is to conduct not only the education for understanding and promoting adapt of the korean society for immigrants but also the education for improving recognition of the multi-cultural society for the general public. For the career development of foreign workforce including immigrants, the mentoring is required in the field of jobs for a period of time besides providing of the vocational training, and furthermore it is desirable to


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raise actively the human capital of foreign workforce by providing the opportunities of career rising and development through completion support of the regular education courses including high schools and universities. In this case, it is caused problems that can be contradiction with the domestic skilled workers, and at this time it is desirable to form a complementary relationship by varying the width of support according to job sector in making the career process. It is needed to switch to the foundation or the flexible adaptable vocational training from center of employment in order to respond to changes of the rapid technology and market environment. For this, it should be activated the sticky network system linking the government departments, the local governments, the employers or the corporate organizations of Chamber of Commerce, etc., and the vocational training institutes to be linked vocational training to substantial employment and foundation. Development of the Talent Selection Criteria to Be Accepted Objectively and Internationally It need to develop common standards that the ability of the human resources can be accepted in many countries and objectively in order to be successful immigration policy. This is the same whether inflow or outflow in the foreign workforce. Also, it can be an alternative that it built and utilized the NQF (National Qualification Framework) system currently being promoted. Enlarging alone influx of foreign workers and immigrants can not significantly improve economic growth, and it is desirable to flow into selectively the foreign workforce that can contribute to the national economy in order to achieve this effect. As one example, as most of currently incoming foreigners are simple workforce that productivity is low, they contributed to increment of the gross product but its effects are not large in gross product. Also, many conflicting phenomena is occuring in demand and supply of manpower according to the job sector. Accordingly, it is desirable to inflow into selectively the foreign workforce to be a complementary role in demand and supply of manpower. Because these foreign workforce can improve the well-being of the natives by supplying new services and goods in the country rather to be not in the position to compete with the natives. In order to settle the labor market of the highly educated and the immigrants having a lot of experience, it is also required to seeking for schemes, such as the evaluating recognition for their existing education and career, the recognition after additional specialized training, etc. In Canada, it has given a certificate after completing additional education in higher education institutes, etc. after the procedure recognizing the existing education and career of immigrants (Go, Kim, & Lee, 2011). Anti-discrimination in Employment and Improvement of Diversity Management for the Foreign Workers The mainstream of current immigrants is not the wedding immigrants and is the general immigrants, and they are becoming that country, ability level, age, etc. are more diverse than the wedding immigrant. Therefore, it is desirable to switch to the policy centering the general naturalization party from existing policy centering the wedding immigrant. In addition, it is desirable to avoid discriminatory treatment of foreign workforce including immigrants on employment, and also raise awareness and management level for diversity of foreign workforce. It is desirable to be treated equally, such as extending the length of stay or granting the permanent residency for foreign workforce that faithfully complying with national regulations, and proving highly productivity, and paying properly taxes.

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In the impossible situation of the plant operations if there don’t have the foreign workforce around the 3D industry, many small companies in the industrial field are hiring illegal immigrants. It must take measures a scheme as much as the illegal immigrants can be committed several illegal acts in the blind spot of the law. As one of this ways, it can be how to return to his country after identifying illegal immigrants within the industry, but it is desirable to seek a way to take advantage by raising skill levels through vocational training if it’s necessary.

Conclusion For the multi-cultural workforce including immigrants is desirable to seek assimilation and multi-culturalism at the same time. In addition, according to the international movement of workers and the outflow and influx of migrants, these foreigners are converted your recognition as their representatives of reproduction areas in domestic as well as the subject of their own growth and development. Among the multi-cultural workforce including immigrants, the training participants increases every year. And according to their academic background and job skills becomes variety, it practice in conjunction with the virtual technology utilizing ICT technology and a variety of education & training resources such as online, universities, etc., and it is necessary to support to conduct a variety of education & training methods that correspond to shorter lifetime and diffusion of the project-type work in technological development and social change. In addition, in order to place and utilize effectively the foreign workforce in the domestic labor market, it is needed the information management that can be placed in the right place and utilized to record and manage their education, careers, experience, and a variety of learning participation. It eliminate the social and cultural conflict with the changes of social values to accommodate the different races and cultures, it is desirable to be the stabilization of the whole society by promoting the employment stability and the social adaptability of the multi-cultural workforce. In addition, it need to utilize a selective immigration induction policy of the highly skilled immigrants with worth ability. Due to this, it can contribute to the productivity enhancement and the economic development because it increases the domestic inflow of the outstanding foreign workers in lack sector of manpower.

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Korea Research Institute for Vocational Education and Training. (2015). Future prospects and new frame of the education & training and the employment: Second Delphi survey results. Korea Research Institute for Vocational Education and Training. Lee, S. S. (2011). Status and assignment on cultivating of the multicultural professional workforce. Multicultural Content Research, 10, 241-268. Nomura Research Institute. (2015). Promising jobs and job specifications. Nomura Research Institute. OECD and European Commission (2015). Policy brief on expanding networks for inclusive entrepreneurship. Luxembourg. Statistical Office. (2015). Employment survey of foreigner. Statistical Office.