Papers by G.Manickam Govindaraju
INWASCON Technology Magazine, Jan 2, 2023
Global Capabilities Framework: Perspectives of Public Relations Practitioners in Malaysia
Advances in social science, education and humanities research, Dec 31, 2022
Media Reporting of Suicide: A Comparative Framing Analysis of Malaysian Newspapers
In the next ten years, suicide is expected to emerge as the second highest cause of death in Mala... more In the next ten years, suicide is expected to emerge as the second highest cause of death in Malaysia. The World Health Organization cautions that media coverage of suicide could either heighten the incidences of suicide or generate a protective effect through responsible media reporting. In light of the role of media, and how the reach of mainstream articles is amplified through new media, the need to study suicide reporting is imperative. This study employed a quantitative framing analysis on suicide-related articles that were published in The Star, Kosmo, Sin Chiew Daily and Malaysia Nanban, newspaper dailies with the largest circulation in their respective languages and representative of major ethnic groups in Malaysia. Suicide-related articles for a 5-year period from 2013 to 2018 were studied to ascertain the extent of coverage, frames and sources used in the articles. There was a marked difference in the number of articles published by these dailies with The Star and Sin Chie...
Malaysia's ruling party came under scrutiny in the 2008 general election for the inability to res... more Malaysia's ruling party came under scrutiny in the 2008 general election for the inability to resolve pressing issues confronted by the minority Malaysian Indian community. Some of the issues include unequal distribution of income, religion, education as well as unequal job opportunity. The ruling party's affirmation came under critical situation again when the ruling government decided against recognising Tamil language as a subject for the major examination (SPM) in Malaysia. This move drew dissatisfaction among Indians, especially the Tamil community because it is considered as a move to destroy the identity of Tamils. Utilising social theory, this paper looks into the fundamentals of the language and the repercussion of this move by Malaysian government and the effect to the Malaysian Indians identity.
How Corporate Social Responsibility Affects Brand Equity and Loyalty? A Comparison Between Private and Public Universities
SSRN Electronic Journal
This study compares the direct and indirect effects of corporate social responsibility (CSR) on b... more This study compares the direct and indirect effects of corporate social responsibility (CSR) on brand equity and brand loyalty between public and private universities. Additionally, this study compares the direct effect of CSR on brand reputation, brand equity, and brand loyalty; and role of brand reputation as a mediator between CSR, brand equity, and loyalty between public and private universities. Data were collected from one public and one private university in Malaysia, with 600 questionnaires collected from students of Taylor’s University and University of Malaya, both top private and public universities in Malaysia, respectively. Partial least squares - structural equation modeling has been used to assess the measurement model and for hypothesis testing. The findings showed positive and significant effects for CSR on reputation, brand equity, and brand loyalty, either directly or indirectly, for private and public universities. Significant differences were seen in the direct and indirect effects of CSR on brand loyalty, and the effects of brand reputation on brand loyalty, between public and private universities. This study makes a unique theoretical contribution to the literature by comparing the direct and indirect effects of CSR on brand reputation, brand equity, and brand loyalty between public and private universities; in assessing the mediation role of brand reputation between CSR, brand equity, and loyalty through brand reputation; and in comparing this mediation effect between public and private universities. Moreover, this study provides practical implications for public and private higher education institutions to develop their branding strategies.
Legitimizing Myths Through the Media
History shows that societies tend to organize themselves into hierarchies where dominant groups s... more History shows that societies tend to organize themselves into hierarchies where dominant groups share more power and enjoy better social status. Malaysia, a country that plays host to diverse ethnic groups is no different. Of late though, there have been rumblings of dissatisfaction among minority groups in protest to pro-majority policies. This paper sets out to analyse two festival advertisements that were screened over government controlled television in a story form during the Muslim holy month of Ramadan and the celebration of the Hindu festival of Deepavali in 2011 and 2010 respectively. The study employs Social Dominance Theory as it base to discover the existence or otherwise of legitimizing myths related to dominance of the majority and imposition of dominant values on the minority population. The advertisements were analysed using principles of Critical Discourse Analysis to discover if racial and religious dominance were evident in the advertisements and the manner in whi...
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Papers by G.Manickam Govindaraju