![]() Therefore, from the early 1980s onwards, Asian soap operas from neighbouring Asian regions were promoted by the local authorities to counter the perceived negative influences of American popular culture and to promote images of modernity from culturally proximate Asian locales. However, the images of modernity in these American soaps, with their emphases on consumerism, materialistic lifestyles, and sexuality, were criticised by the local authorities as a threat to Malay cultural life. Many Western soaps, particularly those from America such as Dallas, Dynasty, Baywatch, and Beverly Hills 90210, were the most popular programs (Karthigesu, 1991). This trend continued after the privatization of the Malaysian television industry in the early 1980s. In the earliest phase of television broadcasting in Malaysia (during the 1960s and 70s), Western soaps were reported as being the most popular program among local audiences. ![]() ![]() Popular culture is a crucial domain of modern life often used to channel the aims and projects of a new regime, in this case one of modernity.
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