dayah mc110d.pdf

Journalism and

Mass Communication

David Publishing Company

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Volume 1, Number 2, November 2011 (Serial Number 2)

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Journalism and Mass Communication

Volume 1, Number 2, November 2011 (Serial Number 2)

Contents Media and the Impact

What Preteen Girls Learn About Gender Roles From Celebrities 79

Kara Chan

Digital Game as a New Media, and Digital Game Playing Habits of Youngsters in Turkey 88

Deniz Yengin, Cem S. St How Cyberspace Age Shaped the Political Partys Identity 98

Gatut Priyowidodo

Theoretical Research

Television Sports News Between Performance, Violence and Spectacle 106

Bianca Marina Mitu

New Program Projects Selection for TV Companies 115

LIAO Sen-kuei, CHANG Kei-teng, DUAN Wan-chun, CHANG Kuei-lun

Television Programs for Teenagers and the Use of Multimodality in Knowledge Popularization 123

Laura Santamaria, Margarida Bassols, Anna Torrent

Cultural Studies

Representing Islam in China: A Case Study on the Religious Motifs of Uyghur Sermon Poems 136

WANG Jian-xin

Journalism and Mass Communication, ISSN 2160-6579 November 2011, Vol. 1, No. 2, 79-87

What Preteen Girls Learn About Gender Roles From Celebrities

Kara Chan Hong Kong Baptist University, Hong Kong, China

A face-to-face qualitative interview study was conducted to examine the perceived gender roles and gender

identities among 10 to 12 years old girls in Hong Kong. Sixteen girls aged 10 to 12 were asked to take pictures

from the media they consumed that illustrated What girls or women should or should not be; and what girls or

women should or should not do. Analysis of interviews and images captured found that celebrities and characters

in popular media play a significant role in socializing preadolescent girls on gender roles and gender identity

formation. Celebrities and media characters that caught the interviewees attention were mainly female adult

entertainers and media characters. Girls showed admiration of specific talents and personalities of the celebrities

and media characters. They paid much attention to the private lives of the celebrities. They learned from celebrities

and media characters that certain behaviors were not acceptable in the social arena.

Keywords: media images, socializing agents, preadolescent, qualitative method

Introduction Tweens is a subteen consumer segment (Lindstrom & Seybold, 2003; Siegel, Coffey, & Livingston, 2004).

The segment is defined by age, and the concept is based on the idea that these children are in-be-tween childhood and teen-hood (Cook & Kaiser, 2004; Siegel et al., 2004). In the present paper, we focus on the 10-12 years old girls. This phase of life is of particular interest because of the salience of sexuality during the period among the young people themselves, as well as the adults who may impose advisory and disciplinary practices on them (Ho & Tsang, 2002). Tweens are also considered to be powerful influencers of their parents consumption as well as consumers with a considerable direct consumption of their own (Andersen, Tufte, Rasmussen, & Chan, 2008). Lindstrom (2004) proposed that the global direct and indirect tweens consumption was no less than 1.18 trillion U.S. dollars in 2003.

Young people, and particularly young women, adolescent girls and tween girls are exposed to messages that tell them how they should act, how they should look, who they should idolize and the limits of their aspirations. A qualitative study of U.S. adolescent girls using participant observation and personal interview found that interviewees demonstrate intense interest in popular culture. They often discussed media contents of television, consumer magazines, and movies (Durham, 1999). These girls often use mass media to reconstruct the dominant ideology of femininity, such as emphasis of physical appearance, aspiration of getting married and child-bearing, as well as rejection of homosexuality (Durham, 1999). Media learning research, including Banduras Social Learning Theory (1986) and Gerbner and his colleagues Cultivation Theory (1994), suggests that media messages have an effect on the individuals sense of self and behavior (Gerbner, Gross, Morgan, & Acknowledgement: This study was fully supported by the Centre for Media and Communication Research of Hong Kong Baptist University. Kara Chan, professor, Department of Communication Studies, Hong Kong Baptist University, China.

WHAT PRETEEN GIRLS LEARN ABOUT GENDER ROLES FROM CELEBRITIES

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Signorelli, 1994). Using a qualitative interview methodology, the current study identifies how social learning of gender roles and identities occurs in the Hong Kong.

Literature Review Gender and Gender Equality

While sex is a biological phenomenon, gender is a psychological and social phenomenon that describes the cultural associations and expectations relating to ones biological sex (Rice & Dolgin, 2005). Sex differentiation takes place as children gradually learn to be masculine or feminine according to culturally established gender identification expectations and their interpretation of them (Trepanier-Street, Romatowski, & McNair, 1990). Gender roles refer to the behaviors in which men and women are expected to engage (Rice & Dolgin, 2005). According to the social learning theory, a child learns sex-appropriate behaviors through a combination of reward, punishment, direct instruction, and modeling (Bandura, 1986).

As a former British colony, Hong Kong has laws protecting women from gender bias in terms of education, employment and pay package (Chan, 2000). Hong Kong provides nine-year free education to all children, both males and females, between the ages of six and fifteen. The proportion of females with tertiary education is similar to that of males (Census and Statistics Department, 2009). Because of improvements in education, economic development, and the influence of the Western feminist movement, the status of women in Hong Kong has achieved significant improvement in the last two decades (Lee & Collins, 2008). Hong Kong is compatible with many western societies in terms of social economical development and availability of education for women. The female labor participation rate for Hong Kong is 53% (Census and Statistics Department, 2009), which compares to 56% in the U.S. (U.S. Bureau of Labor Statistics, 2010).

As a Chinese society, Hong Kong is influenced by the Chinese paternal oriented culture that discourages gender equality. Confucianism influences a majority of the population. Chinese culture accords greater esteem, privilege, and status to males and there are more restrictive prescriptions for the roles of women. Women are expected to submerge their individuality to the orders of the male members of the family. The virtues for a woman are defined narrowly in her role as wife and mother (Cheung, 1996).

Young People and Celebrities Advertisers and retailers often employ media celebrities as spokespersons for products and services that

target young people. This is because young people often form secondary attachments to media figures in addition to relations with family and peers. These attachments facilitate adolescents transition to adulthood and the formation of a mature adult identity (Erikson, 1968). Caughey (1984; 1985) found that young admirers consider a celebrity idol as their idealized self-image. Admirers wanted to develop or refine personality traits that were similar to those of their idols. Young people reported that they wanted to change their physical appearance, abilities, values and attitudes in order to imitate those of their idols (Boon & Lomore, 2001). Caughey (1985) concluded that peoples imaginary relationships with media figures will shape both their own self-identities and their subjective evaluation of self-worth.

McCutcheon, Lange, and Houran (2002) proposed that consumers relationship with media celebrities can be classified into three types, namely entertainment social, intense personal, and borderline pathological. A survey found that young people who reported that they shared a bond with their idols (all of whom were media figures) were more likely to attribute a role to their idols in guiding their choice of identity and shaping their


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feelings of self-worth (Boon & Lomore, 2001). Because of the booming pop music and film industries, Hong Kong enjoys an ever-changing list of

popular singers and movie stars (Chan, Cheung, Lee, Leung, & Liu, 1998; Leung, 1999). These popular idols are admired by young people for ostensibly being wealthy, beautiful, young and hedonistic. Nearly all the major newspapers in Hong Kong devote two to three pages to international and local celebrity gossip every day. Next magazine, a weekly magazine with readership of 530,000, publishes a celebrity gossip supplement every week with over 100 pages of articles and advertisements. A content analysis of television advertisements for products target at young consumers found that 40 percent of the sample advertisements featured celebrities (Chan, 2010). Idol worship is common among young people in Hong Kong. A survey of 2,000 secondary school students found that close to 70 percent claimed to have at least one idol. Popular singers and movie stars were typical favorites (So & Chan, 1992). Listening to popular music is a major form of entertainment for young people, and pop music singers are often idolized (Wong & Ma, 1997). A survey of high school and university students in Hong Kong found that the respondents favor to those celebrities who are talented, attractive-looking, powerful, and extraordinary (Yue & Cheung, 2000). According to Yue (2007), idol worship and model learning both involve admiration and identification. However, idol worship is characterized by person-focused admiration and idol mystification, while model learning is characterized by attributes-focused admiration and model identification. Idol worship leads to an idolization model demonstrated by romantic attachment, high monetary and time investment, feelings of low self efficacy, illusory romance, vainglory and confusion of self-identity. Model learning leads to an actualization model illustrated by identification, low monetary and time investment, feeling of self efficacy, self inspiration, personal growth and identity achievement (Yue, 2007). A survey of 631 young people aged 15 to 24 in Hong Kong found that imitation of celebrity models was moderate to low with a score of 2.4 on a five-point scale (Chan & Prendergast, 2008).

Celebrities play a major role in young consumers development of self identity. Young people demonstrate empathy and interest in celebrities social lives. Most of the studies reviewed above involve teenagers and young adults. There is a lack of study on celebrities and gender roles among a younger age segment. A study of young girls and celebrities enables us to understand how celebrities play a role in gender role formation. The media socialization process is important for parents and educators to help young girls to adopt nonstereotypical gender roles and facilitate girls to explore their full potentials.

Methodology Qualitative interview methodology was adopted. Data for the study were collected in March 2009.

Altogether 16 interviewees were recruited through social network. Ten interviewees were studying at local Chinese speaking schools and the remaining six interviewees were studying at international schools that use English as the medium of instruction. Two interviewees were Caucasians and the remaining were Chinese. All interviewees were asked to take seven to ten digital photographs each day for one week. The instruction is Please take images from any media that are about what girls or women should be or should not be, and what girls or women should do or should not do. You can take the images from all kinds of media, including newspapers, magazines, outdoor posters, television programs, subway posters, web sites, books and so on. The selected media should be the ones you are exposed to or sometimes use in your daily lives. The media can be aiming at people like you or aiming at people who are different from you. Written permission from parents was obtained before the study commenced.


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Within a few days after the image collection week, the author conducted face-to-face interviews with the interviewees. The list of questions asked is shown in the Appendix. The photos taken by each interviewee were downloaded to the researchers computer. The interviews took place at private and public venues including sports centers, and schools. The interviews were conducted in either Cantonese (a dialect used in Hong Kong) or English. The interviews took 20 to 36 minutes. All interviews were audio recorded and later transcribed or translated into English by a female graduate research assistant. The findings from the interviews were compared across the sample. Marshall and Rossmans (1999) comparison analysis method was used throughout the data analysis process to link data by constantly comparing and contrasting them (Strauss, 1987). Dominant themes were identified through repetitions, as well as search for similarities and differences.

Findings Finding 1: Celebrities and Media Characters Who Captured the Attention of 10 to 12 Years Old Girls Were Mainly Adult Female Entertainers

Interviewees were asked what girls or women should be or should not be, with reference to the digital images that they had taken. Altogether 32 celebrities and five media characters were reported by the interviewees 45 times. Fourteen out of the 37 celebrities and media characters were nonChinese females and the remaining 23 were Chinese females. NonChinese females celebrities reported included Selena Gomez, Miley Cyrus, Anne Frank, Princess Diana, and Madonna. Nearly all the Chinese celebrities mentioned were local actresses and pop singers. Five of the celebrities discussed were professionals such as authors (e.g., J. K. Rowling) and medical doctors. According to public records, the ages of the celebrities and media characters mentioned ranged from 10 years old to 76 years old. Nine of the celebrities and media characters were aged below 20 while the remaining 28 characters were aged 20 or above. The mean age of the celebrities and media characters reported was 30. Two of them (i.e., Princess Diana and Anne Frank) were deceased. One interviewee discussed four characters from the book Pride and Prejudice. Another interviewee brought up a character from a popular television drama. Surprisingly, no media characters from cartoons were reported as examples of what girls or women should do or should be.

Finding 2: Celebrities and Media Characters Serve as Negative Role Models Interviewees most frequently reported how these celebrities and media characters demonstrated to them

what girls or women should not do. This theme was brought up 18 times. The reasons for considering celebrities negative role models included alcoholic abuse, having a plastic surgery, gossiping, being promiscuous, performing hot dances, taking drugs, and being superstitious. Here are three illustrative quotes:

One of the pictures I took is Miley Cyrus. In some ways, in life, she made bad decisions so when people want her to be their role models, they should think clearly. She has done stuffs that the media and lots of people disagreed with. For example, she goes out at night and done stuffs she is not supposed to do, such as drinking. I think she is really bad as a role model. (an interviewee from an international school, age 11)

In this quote, the girl identified drug abuse and underage drinking as the kind of inappropriate behaviors of Miley Cyrus. At the same time, she perceived that her poor decisions in life would have negative impact on those who follow her as role models.

Jill Vidal and Kelvin Kwan took drugs and were arrested. They should not take drugs. (an interviewee from a local school, age 10)


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The photo I took is Gillian Chung (a local pop singer). Her nude pictures were released on the internet. She should not take such photos with Edison. Originally they did not think others would look at the photos and they took them just for fun. But in the end, others could see those photos. Gillian Chung had to step down from show business after this incident. She admitted that she was stupid to had loved Edison Chan. She admitted that she regretted it. I think she should have thought it through in the first place. (an interviewee from a local school, age 12)

In this quote, the girl reported a media scandal and identified with the financial loss of the female celebrity involved. She demonstrated identification with the celebrity in her strong emotions of regret.

Finding 3: Interviewees Showed Admiration of Specific Talents, Competency, or Personality of the Celebrities and Media Characters

This theme was brought up 16 times. The list of virtues that interviewees admired include being clever and smart, enjoying work and having fun, having self-confidence, engaging in charity work, being gentle and well-educated, pursuing personal goals, showing persistence and bravery, being strong, expressing her own feelings, achieving in career work, and comforting others. Here are two illustrative quotes:

The woman in the picture is J.K. Rowling. I think women should pursue their dreams. She was originally a badly off single mother. Because she was poor for a period of time, people around her didnt support her to write. In the end, she became successful. So I think even though the situation is bad, if a woman pursues her dream, her dream will eventually come true. (an interviewee from a local school, age 12)

Yan Sheung is the chief editor of a fashion magazine in a television drama. Each issue of the magazine has to obtain her approval before printing. She has achievements and I admire her. (an interviewee from a local school, age 12)

These two quotes showed that the girls were aspired to celebrities with successful career.

Finding 4: Some Celebrities and Media Characters Were Perceived as Positive Role Models The theme was brought up seven times. This theme is similar to the previous one discussed above. The

difference denotes the fact that the interviewees specifically mentioned that the celebrities and media characters serve as their role models in this theme. Interviewees reported what they learned from these celebrities and media characters about facing adversity, saving the planet, helping others, being brave, being courteous, and building friendship. Here are two illustrative quotes:

This is a picture of Heidi Klum. She is rich and famous, and she is contributing to different charities. She helped others to relive their dreams. She hosted the show Project Runaway that comes up with really nice clothing design. She is my role model. (an interviewee from an international school, age 12)

Here are Charlie Yeung and Gigi Leung. They wrote a book titled My grow-up journal. They shared the secrets of growing up and they built mutual trust and friendship. They are my role models in building up friendship. (an interviewee from a local school, age 12)

Finding 5: Interviewees Gave Detailed Accounts of the Social and Private Lives of the Celebrities Girls were interested in the private lives of the celebrities. In particular, they were observant of the family

lives as well as sexual lives of the celebrities. One interviewee discussed the bright side and the dark side of Madonnas adoption of children. This is what she said.

This is Madonna. She has adopted several children and she wants to adopt one more child. But it is not allowed because she has already adopted too many children and has not been staying in a country long enough. People should stay in a country for at least 7 months before they are allowed to adopt a child. I think Madonna is not fully right. She adopts these children in order to help them. But since she has already adopted so many, she may not have time to take good care of them. (an interviewee from a local school, age 10)


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One girl discussed the sexual molestation of a female actress. Another interviewee discussed the spreading of a rumor by a popular singer. Lets look at the following quote.

This is Ella Koon. She started a rumor that a male actor had molested sexually an actress. After investigation, there is no such case. She attended a function and sang songs and suddenly the music stopped while she was singing. Audiences saw that she was unhappy. The TV producer asked her to go backstage to avoid embarrassment. When she returned backstage, the music came up again. Then she cried backstage. The TV station said that she had made a bad impact on the image of the company and that they would not continue hiring her. She should find out the truth before telling people about it. (an interviewee from a local school, age 12)

In this quote, the girl gave an almost eye-witnessed account of a trivial incidence that happened to a celebrity. The quote portrayed the flow of the event, as well as the responses and the feelings of the celebrity involved. She was also aware of the consequence of the event from the employers perspective.

A media sex scandal happened in February 2008 drew much attention of the tween girls. Nude photos of Edison Chen, a popular Hong Kong singer, and his female sexual partners were leaked out. Among these female partners, Gillian Chung is a popular singer among children and young girls. Interviewees altogether took six pictures of the female celebrities involved in the scandal. While four interviewees perceived Gullian Chung a negative role model, one interviewee perceived that she was strong. She stood up for her family and moved on with her life.

Finding 6: Interviews That Were Critical of the Outfits of the Celebrities This theme was brought up three times. Girls commented that they disliked some of the clothes the

celebrities wear. They criticized the outfits as too sexy, or too darkly colored.

Discussion In this qualitative interview study, girls aged 10 to 12 were asked to take pictures from the media they

consumed that told them what girls or women should be or not be and what girls or women should do or not do. Based on the images captured and the discussion of the images captured, we have the following four observations about what these girls learned from celebrities and media characters about gender roles and identities.

First, girls aged 10 to 12 very often select female adult media celebrities as models for gender roles and gender identities. The selection of media celebrities was focused on certain admirable attributes. Some interviewees reported explicitly that they adopted the celebrities as positive role models. Interviewees also identified with the celebrities because they liked the way they behave, or their specific personality, or their specific talents. In all the interviews, there is an absence of idol worship. No interviewees reported strong emotional attachment with the media celebrities or demonstrated confusion of self-identity. None of the interviewees perceived the celebrities and media characters as perfect. In fact, interviewees sometimes reported inappropriate gender roles from these celebrities. Celebrities engaged in socially unacceptable behaviors such as drinking and taking drugs were scorned by the interviewees. The findings support that interviewees demonstrated entertainment social relationship with the celebrity. The findings do not show evidence of intense personal nor borderline pathological relationship with the celebrities (McCutcheon, Lanage, & Houran, 2002). Instead, the findings demonstrate that interviewees are able to evaluate the behaviors of the media celebrities according to their moral standards.

The celebrities and media characters are highly visible for others to observe and to obtain information for


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role modeling. Because of limited life experience, most of the 10 to 12 years old girls may not have an extensive personal network. There is so much written about the celebrities and media characters on the television, newspapers, and magazines that these girls found them familiar and accessible (Singh, Vinnicombe, & James, 2006).

Girls studying at local schools were more likely to adopt Chinese local popular singers and actresses as role models for gender identities. Girls studying at international schools were more likely to adopt nonChinese popular singers and actresses as role models. This can be attributed to the different media interviewees used. It is observed that girls studying at local schools most often took pictures from Chinese newspapers and Chinese gossip-type weekly magazines.

Second, tween girls are inspired by the celebrities and media characters to pursue an identity that is intelligent, achieving, independent, self-confident, and expressive. The result is similar to the study of young working females in Hong Kong who generally consume women magazines in order to construct an idealized image of modernity and outstanding beauty (Fung, 2002). The difference between the 10 to 12 years old girls in this study and the young working females lies in the aspiration of achieving outstanding beauty. Interviewees seem to put more emphasis on the talents and the competency of the celebrities and media characters. Whereas in Fungs (2002) study, interviewees (female magazine readers) put much emphasis on the outfits of the celebrities and models featured in the magazines. Tannen (1990) argued that men are socialized to be aggressive, assertive, ambitious, and independent in order to survive in a hierarchical world, while women are socialized to be submissive and cooperative. Fung (2002) suggested that Hong Kong females pursuit of beauty was a socially acceptable way of to express their desire to be outstanding. In the current study, the 10 to 12 years old girls expressed their admiration of the achievements of the celebrities. Interviewees also admired the gentleness and the caring acts of the celebrities and media characters. It shows that interviewees are inspired by both masculine and feminine personality traits of the celebrities and media characters.

Third, the interviewees paid much attention to sexual lives of media celebrities. They often made reference to them in defining standards for societal acceptance and moral decisions. Discussing sex is a taboo in the Chinese society. Although premarital sex seems to have become more prevalent in the last two decades, evidence suggests that Hong Kong youth retain traditional views on love, courtship, and marriage (The Womens Foundation, 2006). Interviewees in the current study demonstrated conservative attitudes toward sex. They disapproved of premarital sex of female celebrities involved in the media scandal.

Fourth, a majority of interviewees perceived celebrities and media characters as either positive or negative role models. Only one interviewee reported the ambiguity and ambivalence of a celebrity (i.e., Madonna). It suggests that the evaluation of celebrities and media characters by the interviewees is based on a narrowly defined set of criteria.

As a qualitative study of a convenience sample, the current study does not allow for the generalization of findings within and beyond Hong Kong. The small sample size also posted a limitation for generalization.

Future study should measure the emotional attachment and social learning involving media celebrities using quantitative methodology. Studies can also be conducted among 10 to 12 years old boys and among older boys on the perception of masculinity and media consumption.

Conclusion To conclude, the analysis of interviews and images found that celebrities and media characters play an


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important role in shaping 10 to 12 years old girls perceived gender roles and identities for females. Interviewees often refer to adult celebrities for positive and negative gender roles. Interviewees learned from celebrities and media characters that certain behaviors were not acceptable in the social arena. These girls showed admiration of specific talents and personalities of the celebrities and media characters. Successes in career as well as charity work of celebrities are most frequently mentioned as reasons of admiration. Interviewees paid much attention to the private lives of the celebrities.

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Appendix: List of questions

1. From these pictures, what do you think about what girls or women should be or should not be? 2. From these pictures, what behavior(s) do you think are appropriate or inappropriate for girls or women? 3. Who create these images and why do they create them in this way? 4. Are you satisfied with the way the images of girls or women are created now? 5. If you were a media owner and/or a media producer, what would you do in constructing images of young girls or women? * Answers to these questions are not included in this paper.


Digital Game as a New Media, and Digital Game Playing Habits

of Youngsters in Turkey

Deniz Yengin Cem S. St stanbul Kltr University, stanbul, Turkey Marmara University, stanbul, Turkey

Today, individuals can effectively use all kinds of communication tools with digital transformation. This

transformation process is called The Network Society by Castells. According to Castells, people are living with

long cables or networks that connect each other. With the progressing and spreading technological advances,

entertainment sector is booming since 1950s even more dramatically than the computer sector. Digital games sector,

in this perspective, has been the intersection area of the entertainment sector and the computer sector. We can

include to these three sectors a fourth one: Communication (or Media) sector. With the convergence of these four

sectors, there is an enormous sea of possibilities, opportunities and problemles faced by humans. Our information

society is turning into games. Today, the traditional understanding of play has been replaced by digital games.

Digital games as an independent communication tool differ from traditional play in that they include a new

communication medium into action. There is a different communication process in these digital games, which

especially is an interest to younger generations. Digital games provide an interactive environment with individuals

as they allow electiveness, mobility and non-linearity. In an era of economic angst and where real and virtual

identities are being discussed, individuals of the information society are searching for something different other

than mass communication. They seek after individual experiences. The main focus in this study will be to analyze

the habits of play in digital games. The relationship between digital games and their users will also be examined.

The quantitative study of digital games will be a useful source for future studies and will bridge the gap in this area.

Keywords: game, new media, digital game

Introduction In the 1950s with the introduction of computers in human life, the main elements of industrial society

changed and the information society was born along with processing of data, information, and knowledge. This change has also brought about an important concept called New Media. This concept created different ways of communication with increased interactivity. Digitization made it possible to clone things that are valuable. Some say that this contributed to the rise of popular culture. On the contrary, others say that all these elements become a human body part with the effects of technological developments. With the increase of means of information, communication, and its over flow, people began to look for the accurate, timely and relevant information. On the other hand, it also created disinformation and misinformation.

Deniz Yengin, assistant professor, Faculty of Communications, Department of Communication Design, Istanbul Kltr University, Istanbul, Turkey.

Cem S. St, associate professor, Faculty of Communications, Department of Information Systems, Marmara University, Istanbul, Turkey.

DIGITAL GAME AS A NEW MEDIA

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The entertainment sector is fully benefitting from the new media technology, in terms of communication and distribution networks of digital games and in terms of adding more interactivity into games. Digital games are now encapsulating and drawing the gamer through virtual reality tools into a world of imagination. Besides the entertainment sector, many sectors, such as automobile industry, marketing sector or drugs sector use digital games as a means of attracting consumers and thereby increasing sales. Advergames are typical examples of that. With many application areas of digital games, this subject is worth analyzing, in terms of its effect on young generations, since they are the major demandants of digital games and entertainment.

The Concept of Game The phrase of game is defined as a way of spending time with specific rules as entertainment, gambling,

exciting talents, performance style of actresses or actors in the theater or movies, a composition of movements made in harmony with music, a work of art created to be performed with instruments or on stage, show, play.Therefore, all kinds of competitions made to develop intellectual and physical skills relying on agility, surprising moves to overcome the rival in wrestling, result of a game such as tennis and backgammon when a player wins a point, trick, trap, fraud, machination (Turkish Language Association, 2011).

Concept of Game is a manner of thinking and acting designed according to the behaviors of others and conditions of the situation in an acting and thinking system that is completely different from all aspects unlike ordinary behavioral patterns. Briefly, concept of game is the realization of actions according to the conditions of the environment that the human is present in. There are numerous different studies on game in literature.

In his work named Games People Play Berne defines game as an event that consists of well defined and predictable consequences that are in continuous development (Berne, 1964, p. 56). Berne divides game in six sub-classes. These are classified on the basis of number of players, usage of money, on clinic level, regional, psychodynamic, instinctive (Berne, 1964, p. 44). Different characteristics of games makes it difficult to categorize them under specific titles. Various similarities such as height, facial features, eye color, walking style, character etc. are also found in games too (Wittgenstein, 2007, sf. 52). Therefore, instead of considering common features in games, taking similarities and relationships into account is more helpful.

Huizinga defines game as something that is unreal but also fascinating which draws players inside greatly while the freedom of working with awareness goes on around, while accustomed life, in other word existing life goes on as is outside. It is an activity independent of any pecuniary advantage, i.e., it is without any gain. The game has unique time and space limits and it is an activity that has unchanging specific rules and a regular style within those borders (Huizinga, 1980, p. 13).

Caillois defines game as a doubtful, inefficient, rule based and a deceptive activity consisting of free parts (Caillois, 2001, pp. 10-11). According to Suits, playing game is to take part in an activity, in a story in a directed way, following only allowed rules that are effective in the decision of loosing, accepted rules are only intended for realizing this activity (Suits, 1978, sf. 34). Definition of game for Avedon and Sutton is The game is defined from the simplest level as a voluntary control mechanism and it is an opposition between forces in this mechanism and imbalance limited with rules for the existence of the rules (Avedon & Sutton, 1971, p. 7).

According to Salen and Zimmerman, game All players are defined by the rules and they are all in an artificial conflict. This official conflict is come to an end as digital (numeric) case (Salen & Zimmerman, 2004, p. 96). Juul defines game as a transferable activity that consists of rules with variable and digital results, different results being assigned with different values, players exerting effort to affect the result, result focused


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in the emotional context (Juul, 2005, p. 36). According to these definitions, game does not address a specific purpose, realized with or without rules,

but in all cases it is a basis for physical, cognitive, linguistic, emotional and social development where the child takes part voluntarily and with enjoyment, a part of the real life and the most effective learning process for the child. Game is an entertaining and optional activity generally outside the real world, indefinite and with unique rules and cultures. In the concept of game, features of limitedness, orderliness and nonseriousness draw attention. Within this context game is an event that puts the individuals into an activity that has rules, not serious, with entry and exit limits, imposing a feeling that is not real but felt as if it is real. Game is reviewed according to this definition.

Emphasizing that there are limits in game, Huizinga states that the game has a Magic Circle within this context. It represents a world that contains rules regarding the game and having result, within Magic Circle that can enter and exit the game and defines a circle with limits According to this theory, each game has a magic circle. Players are required to enter and exit this invisible Magic Circle to start the game. Playing the game is realized according to the rules that are established within this circle or already known. Mat wrestling and Japanese Sumo wrestling are the most distinct examples to be given for the concept of magic circle.

Reinforcing the features of games, game is an event that puts the individuals into an activity that has rules, not serious, with entry and exit limits, imposing a feeling that is not real but felt as if it is real. Features of limitedness, orderliness and nonseriousness contained within this definition of game are transferred to media which are considered as new. Within this context, the concept of new media gains importance.

Digital Game as a New Media The term media itself poses a similar problem. If we take media to mean ways in which we

communicate with one another, then we must examine early cave paintings that date back at least ten thousand years. New Media might not be an ideal term for such arrange of technologies, but it is one that is increasingly recognized internationally and one that is generally associated with the technological transformations in communication that have recently taken place. New communication concept creates rapid evolution. McLuhans Global Village concept still remains, albeit with the effects of technological changes.

New communication media are analyzed under five principles indicated by Manovich: numerical representation, modularity, automation, variability and transcoding (Manovich, 2001, pp. 27-48). Lister has analyzed the characteristic features of new communication medias within frame of technological necessity: digitality, interactivity, hypertext, dispersal and virtuality (Lister, 2003, pp. 9-44).

Digitalization is the common point of these principles. A digital universe is addressed. Objects contained in the new communication media are expressed digitally. Objects which shift to digital from analog or in different structures produced in digital, can be in digital, can be variable upon code transformation through automation-thanks to their modular structure feature.

When new communication media are analyzed, digitalization stands as a basic feature. Digital universe is completely expressed in numbers and digitalization feature is added to the communication media. Interaction has an important role in the new communication media. Receiver being transmitter or increasing the control of the source on the message in the communication process is interaction (Geray, 2003, p. 18).

Game generally includes qualities which require physicality. However, development of means of communication has rendered the transformation of game necessary. Video game is a game where a visual user


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interface is created using a video device. Released as a recreational tool on the market in 1971 for the first time, video games have been developed and widespread within the last 40-year period. Development of video games have enabled designing text-based adventure and role playing games in time. While video games are defined as single, unique tool but they can also be defined as a world of images (Wolf, 2007, p. 14). Combination of video and game gains a single quality just like the concepts of videotape, videodisc (Wolf, 2008, p. 3).

Video game can be defined as a game played with mechanical tools. Being a new communication media, the video game is the transfer of a reading system to a world with the system of indicators and by adding coded sounds. Video console system which is considered as the marriage of television and console drags the user to a different position. Video game creates a more complex integrity. User integration develops quickly. There is no standard in the game. Games with a dynamic structure require the users to get familiar with the interfaces again.

Working as an engineer in a television company, Ralph Baers idea of a game system that operates with the television was the starting point of video games with the game named Chase Game. In these periods games different from each other were being produced. Pong game which accelerated the development of video games can be mentioned in them. Produced in 1972 by Nolan Bushnell as the owner of Atari company, Pong game takes the game of tennis as basis with a two dimensional graphic design.

Game platforms derived from the video game culture that commenced with pong. Media such as arcade, console, portable, mobile, computer, online games etc. are increasingly in use. Game consoles are recreational devices with computer based databases offering the chance of playing games through an image (television, monitor) (Forster, 2005). Game consoles are also named as video game console. The phrase video here is used for electronic devices which display image in pixels. Today, concept of video game generally covers the image systems in all varieties and formats. Birth of console gaming was realized with Magnavox Odyssey company and today Microsoft Xbox 360, Nintendo Wii and PlayStation 3 consoles defined as seventh generation are used. The game market, which is a part of the consumption society extensively reaches out to the masses the masses through console systems. Usage frequency of console systems which reach to larger masses have importance.

Conventional games are games which based on interpersonal communication, relying on physicality and creativity. However, the concept of childrens games are gradually being erased from our minds. Even the game of hide and seek played by Athenians is being lost from Children's repertory of games today. At this point, childhood itself is consumed.

Transformed into fantasy today, game is sort of a tool for achieving a sort of entertainment against relentless real life, a form perception and interpretation of life in an image that is not owned for classes and segments which commoditized or adopting the fate of commoditization to see this relentless reality with semi-awareness (Oskay, 1997, p. 168). Digital games create a more complex integrity. User integration develops quickly. There is no standard in the game. Games with a dynamic structure require the users to get familiar with the interfaces again. Each new technology bears the traces of the former one. Digital games include Atari games, computer games, console games, mobile games and all different varieties (Binark & St, 2008, p. 93). Within this context, digital game is a personal communication media that contains digital, interaction, virtuality, modularity features of the new communication media and adding such features to the performance of gameplay. These media can contain and include concepts and features which are defined as old or traditional within themselves.

Technological advancements and progression of digital systems which have an extended structure, that


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occurs through the production of new media every other day requires the definition of digital game event to be extended every other day. Containing the qualities of traditional game understanding, digital game gives birth to a new understanding of game. Physical based understanding of traditional game with digital game approach has left its place to digitally produced game media. Developed through physical applications and using a tool, the game media is transformed into a medium that is realized with the participation of users relying on a visual system. This process of transformation brings together new features. Digital game as a new communication medium contains various game types such as computer, video, console, mobile games. Digital games are media which have the features of the new communication medium. The study was carried out in line with this definition.

Digital Games Industry Constructing an accurate picture of the size of the global games industry in terms of software and

hardware is a difficult task. The information released by government, consultancy and press reports fails to give a global persepective and also have contradictory information. In 2002 the digital games industry was worth more than the film industry in the USA (i.e., compared to $10.3 billion to $9.3 billion) respectively.

Figure 1. Digital Game Production Lifecycle (Source: Kerr, 2006, p. 42)

When we look at the key segmentation of the digital games industry we see that there are four segments.


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The first one is console games, the second one is standard PC games, the third one is massive multiplayer online games and emergent games (MMOGs) and fourth one is mini casual games. The four market segments are grouped according to the following four characteristics (Kerr, 2006, p.45-48) :

1. Market concentrationmonopoly, oligopoly or numerous companies. 2. The revenue modelshop sales, online sales, subscription, pay per-play, free, advertising. 3. Degree of openness in hardware systemopen, mixed, closed. 4. Characteristics of the software production processcost, length, team size. Segment 1 includes games developed for both handheld and console platforms and is clearly the most

significant in terms of market share at least according to current industry reports. Segment 2 includes offline and multiplayer/networked PC games butnot MMOGs. Current statistics suggest that this segment has a much smaller market share than segment 1, particularly in Japan and the USA. However, developers do not need specialist development kits to develop for a Windows or Apple personal computer given that they are based on common standards and open architecture. In addition, developers do not have to pay a licence fee to a hardware manufacturer. These facts are reflected in a cheaper retail price than console games. The downside of this openness is that there are a greater number of games competing for shelf space and sales. Segment 3 is strongly vertically integrated and a small number of large companies control development, publishing and distribution. However, the underlying technologies are open platform, as in segment 2, and currently based on PC and Internet common standards. Developing a persistent world requires significant investment not only in initial development but also in ongoing costs including maintenance, expansions and customer/community support. The final segment, segment 4, covers the development of mini or casual games for platforms like i-TV, mobile phones, PDAs and the Internet. This sector is embryonic but in general is characterized by shorter development cycles and lower production costs than other segments. There are numerous players and a mixture of open and proprietary technologies. There are also many revenue models: payper-download, pay-per-play, and advertising (Kerr, 2006, pp. 48-49).

Ben Sawyer of Digitalmill observes that the game industry value chain is made up of six connected and distinctive layers (Flew, Humphreys, 2005, pp. 101-114):

1. Capital and publishing layer involved in paying for development of new titles and seeking returns through licensing of the titles.

2. Product and talent layer includes developers, designers and artists, who may be working under individual contracts or as part of in-house development teams.

3. Production and tools layer generates content production tools, game development middleware, customizable game engines, and production management tools.

4. Distribution layer or the publishing industry, involved in generating and marketing catalogs of games for retail and online distribution.

5. Hardware (or Virtual Machine or Software Platform) layer or the providers of the underlying platform, which may be console-based, accessed through online media, or accessed through mobile devices such as the iPhone. This layer now includes non-hardware platforms such as virtual machines (e.g., Java or Flash), or software platforms such as browsers or even further Facebook, etc.

6. End-users layer or the users/players of the games. Digital games have brought computer forms such as simulation, artificial intelligence and interactivity into

homes through popular entertainment. They are virtual reality and cyberspace in the here-and-now and the


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everyday. Colliding with established media forms and cultural economies they have generated new forms, new modes of consumption, muddying commonly accepted boundaries between media consumers and producers, between the subjects and objects of new media. The study of digital games illuminates not only the specific forms, practices and cybernetic pleasures of digital game play, but also offers a unique insight into the nature of contemporary media culture and subjectivity more generally, asking profound questions about the material, political and libidinal relationships between the human and the technological (Giddings & Kennedy, 2006, p. 145) .

Methodology According to Watkins, young men have consistently been among the early adopters, explorers, and users

of new communication technologies (Watkins, 2009, p. 105). Mentioning about his research on digital game habits of youngsters, Watkins states that when we sit and talk with young people today about media and communication technology and a fascinating generational ethos comes into clear view: the idea that they are not simply consumers of media but also creators and participants in media. Peter, a 21 years old college student, described games this way: It is more than just sitting in front of a screen just having stuff thrown at you. You are interacting in a story (Watkins, 2009, p. 106). This description from a youngster is important for us too. It shows the level of interactivity reached by digital games, which cannot be reached by any other media such as TV or cinema.

Digital game environments allow users to gather ideas by allowing them to gain virtual experiences as opposed to real life events. Due to their rich visual content, digital games have the characteristic to shorten the learning period of individuals. Digital games offer users fantasy worlds where they can lose themselves in different identities. This way, through modeling, users are able to free themselves.Alongside surveys, the study will also make use of literary sources. In this research we began studying young peoples digital game media behaviors up close. Turkish students are the universe of the study. The data collection method is through conducting survey.

Our survey was organized into four parts. The first section of the survey, Part One, collected some basic personal demographic data. Part Two, General Media, asked young people questions related to which media they own, use, and spend the most time with. Part Three of the survey addressed the New Media with a particular focus on how often they use the Internet, the range of activities and experiences they seek out on the Web, and degrees of happiness and satisfaction with their web-based experiences. A subset of questionson frequency of use, intensity of use, and attitude; focused specifically on social-network sites. Digital Games Media was the central focus of Part Four. The questions in this section addressed how young peoples consumption of game was evolving in the age of digital downloads, consoles, and tools that make movement-sensing easy. Data collection is selected from Marmara University, 400 students and all details collected between March and April 2011 to do this survey. The answers to the questions in the survey have been transferred to a Statistical Package for the Social Sciences (SPSS) environment, where descriptive and inferential analyses will lead us to understand the habits of play in digital games in Turkey.

Findings In this study which focuses on digital games, the data have been gathered through the survey method. The

demographic data (gender, age, education and income level) and data acquired through the survey have been collected from the students who are the respondents of the study.Four hundred students have been directed


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questions through the survey portal of Marmara University. The survey consists of 14 closed end questions. Two of the questions are about the demographic features and the other two are about playing conditions and the remaining ten are about digital game playing habits. The last ten questions have been prepared according to the likert scale (ordinal scale). Likert scale is about to measure persons approach to evaluate their adhere level to a sentence. They can answer as entirely agree or disagree.

Data have been collected from 400 students based on the survey method by means of internet environment. The male and female students are 65% (260 students) and 35% (140 students) respectively.

Table 1 Distribution According to Gender Gender Female Male Total Frequency 140 260 400 Percentage 35 65 100

Table 2 Distribution According to Ages Group of ages 13-18 19-24 25-30 31-36 37-uper Total Frequency 3 302 68 25 2 400 Percentage 0.75 75.5 17 6.25 0.5 100

Distribution questions have been directed to the participants of five different age groups. Distribution is measured for the age groups 13-18, 19-24, 25-30, 31-36 and 37-over. The participation rate of those in the 19-24 age group is higher than the others with 75.5%. It is observed that the participation rate of the age group 37-over is the lowest (Table 2) .

Table 3 Distribution According to Playing Digital Games Play Not play Total Frequency 343 57 400 Percentage 85.75 14.25 100

Almost 86% of the participants play digital games (Table 3). The platform where the participants play digital games vary. 41.75% of the participants play digital games on mobile, 23.25 % play on computer and 19.5% play on console platforms (Table 4).

Table 4 Distribution According to Platforms of Playing Digital Games Platforms Computer Video Console Mobile Tablet Other Total Frequency 93 24 78 167 34 4 400 Percentage 23.25 6 19.5 41.75 8.5 1 100

Other questions are intended for learning the other users digital game playing habits. Five point likert scale is used in respect to the questions below for learning digital game playing habits. The results derived from these questions are given in Table 5.

Cronbach alfa () coefficient is calculated to test the reliability of the scales. The lower value of Cronbach coefficient (close to 0), which is the most common reliability method, has shown that the variables are not


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reliable. A general review of the Cronbach alpha value of the 10 questions which are directed to the users according to the five point likert scale presents alpha coefficient of 0.820.

Table 5 Distribution of Assessment the Game Playing Habits of Younsters

Strongly disagree Disagree

Neither agree nor disagree Agree

Strongly disagree

f % f % f % f % f % Playing digital games is a waste of time. 120 30 184 46 68 17 18 4.5 10 2.5 Playing digital games is a leisure activity. 118 29.5 82 20.5 21 5.25 73 18.25 106 26.5I feel relieved while playing a digital game. 21 5.25 58 14.5 78 19.5 103 25.75 140 35I learn a lot while playing a digital game. 31 7.75 66 16.5 187 46.75 68 17 48 12Digital games provide interaction. 20 5 44 11 154 38.5 94 23.5 88 22Digital games take me to a different environment. 65 16.25 23 5.75 172 43 67 16.75 73 18.25

Digital games have virtual applications. 40 10 25 6.25 30 7.5 103 25.75 202 50.5Digital games are integral part of my life. 179 44.75 127 31.75 48 12 23 5.75 23 5.75I spend a lot of time playing digital games. 11 2.75 18 4.5 74 18.5 174 43.5 123 30.75I express myself with digital games. 97 24.25 108 27 120 30 35 8.75 40 10

The majority of the participants (76%) believe that playing digital games is not a waste of time. They were undecided about considering the digital games as a leisure activity and they gave uniform responses. Almost 61% of the participants felt relaxed while playing digital games whereas 47% were indecisive about learning with the digital games. Those participants who argue that digital games provide interaction are both involved and not involved in different environments with digital games. The users who are aware of the virtual aspect of the digital games consider the digital games as integral part of their lives (76%). 74% of the participants spend a lot of time at digital games. In light of such data, the participants are aware that digital games are virtual and they spend excessive time with them. However, digital games are of minor imporatance to their lives.

Conclusions Interaction takes place at the centre of the digital games as a new communication media. As a result of

interaction (electiveness, variability, nonlinearity), users become the essential part of the game and guide the games and thereby affect the result of the game. The environments of such games have their own rules. Within this context, Huizingas Magic Circle Theory applies not only to traditional understanding but also to the digital games. Magic Circle suggests that the users are drawn into different worlds with these games outside their real worlds and they become a part of this simulation.

Users act in fictitiuos games and this fictitious activity spreads out widely every day. Users reenact the characters in the games through modelling and a relation is established between the user and character. Users assume any character they like in the fictious world through digital games. By this means purgation process starts. However, social learning process is also realized as a reult of purgation. Social learning process enables the users to get used to many applications which they practise easily in real life.

Digital games as new media advance interactively and effects masses. Therefore, it creates a dependency. The young users who spend time in this limited game field seize the opportunity to express and satisfy themselves interactively. Digital games are used as the most common instrument of todays environment as leisure activity and they continue to be indispensable for the youth.


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How Cyberspace Age Shaped the Political Partys Identity

Gatut Priyowidodo Petra Christian University (PCU), Surabaya, Indonesia

The objectives of this study are: first, to obtain a description that a political party website is an effective means of

communication to carry out socialization programs to members of the party or the partys virtual public; second, to

obtain a description that website is a useful means to give political education about peoples political rights; third,

to explore the implication of webs content for strengthening the political partys identity. The research approach

used was interpretive approach to qualitative-descriptive methods. Interpretive method emphasizes culture from the

perspective of social construction theory (Papa, Daniels, & Spiker, 2008). Data collection (Mann & Stewart, 2000)

conducted through site analysis of the People Justices Party (Parti Keadilan Rakyat) Malaysia website from

January 16 to March 31 2010. The findings of this study are the website is an effective means to disseminate

political partys program. Although, the virtual public or party members were preferring a direct face-to-face

interpersonal communication. The People Justices Party, Malaysia has 14 MPN (Majelis Pimpinan

Negeri/Regional Board) in the state-level. Regarding the political atmosphere in Malaysia, the website was an

efficient tool. The costs required were very cheap. Second, the presence of party website opened a space for

providing political education to more people. Third, the public responses stimulated improvement and

strengthening the political partys identity.

Keywords: political rights, organization, identity, cyberspace

Introduction Stephen Lax (2004) in his article The Internet and Democracy, he started with statement that ICT

(Information Communication and Technology)s enable novel, democratic practices to take place: People can use the internet to access government document or to visit campaigning organizations, group of people can engage in discussions through email networks. But to draw the conclusion that this means society at large will become more democratic is questionable.

The opinion of Lax is correct. Although penetration of world-level internet use now (2009) reaches 26.6% and even 76.2% in North America, the countries located in such region are not automatically more democratic. We can not justify that Asia is more democratic than countries of North America although Asias internet users reached 764.4 millions at growth rate 568.8% compared to North America with growth rate only 140.1% for nine years. I would like to acknowledge the support provided by Ms Ary Noerhayati, Langga Populinanda and Grace Pangentasan, as inspiring persons to this research. I thank all informants for their supporting and cooperation. And I also thank some participants who give useful comments and enthusiasm to share their perspective on the AMIC conference in Singapore. Finally, thanks for all collegians in Communication Department Petra Christian University, Surabaya. Gatut Priyowidodo, associate professor (Lektor Kepala), Department of Communication Studies, Faculty of Communication

Science, Petra Christian University, Surabaya, Indonesia.

HOW CYBERSPACE AGE SHAPED THE POLITICAL PARTYS IDENTITY

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Based on above fact, individual, institution, organization, or even state has equal opportunity to utilize such facilities on information and technology improvement. Spill over of information can not be protected anymore. Whoever, even without capital, can use and utilize any sources of information. Political parties are not excepted. Political parties in current cyberspace era will, in fact, be left behind their electors if they do not follow technological development.

Literature Review Studies on organizational identity have been conducted by communication scholars or political scientists

(Cheung, 2004; Roper, 2005). However, that through organizational identity then forms citizens awareness and political engagement (ONeill, 2010) or political knowledge (Albright, 2009), further exploration may be required. It is because having political knowledge will be able to determine someones political orientation and political attitude (Zettler & Hilbig, 2010). However, political knowledge, orientation, and attitude even behaviors will be results of intervention process. People with certain knowledge and then having orientation to something is result of educational intervention or learning process. Education must not be formal but it can also be obtained nonformally.

During current information technology (IT) or cyberspace era, so much information can be obtained not only from conventional media (printed newspaper, radio, and television) but also various websites on virtual world. Any information can be easily read and downloaded. However, freedom on accessing information through internet will also depend so much on political system of a country. In China, for example, since the spirit to make three major Golden ProjectsGolden Card, Golden Custom and Golden Taxsuccessful, any information regarded as causing bad impacts coming from foreign countries will be censored by Chinese government (Martinsons, Ng, Wong, & Yuen, 2005), meaning that information received by Chinese people must be firstly censored by their government.

Internet, although it is as if wild forest or jungle, still needs rules of game. Political system or ruling regime, by any reason whatsoever, should not emphasize their citizens so much to obtain freedom on information (Park, 2009). It is what to do by politicians of Malaysia. When the kingdom of Malaysia strictly censored printed and electronic media, politicians from opposition parties still found a room for expressing their political ideas and thoughts through webblog (Gong, 2009). On such repressive political system, web media/internet was an alternative tool for politicians or political parties to socialize their ideas, programs, even for political campaigns.

According to Gauntlet (2004) there are five main issues if we discuss web. First, the Web allows people to express themselves. The Webs offers people an opportunity to produce creative, expressive media products (or texts, or art works, if you prefer) and display them to a global audience. Second, the Web brings people together, building communities. Now, regardless of where they are in the world, people with similar interest, or with similar backgrounds, or with similar attitudes, can joint communities of like minded people, and share views, exchange information, and build relationships. Third, anonymity and identity play in cyberspace. Since the early days of the internet there have been bulletin boards and chat spaces where users can interact online and, today, many websites include chat or discussion rooms where visitors can interact in real time. Fourth, the Web and big business. Nowadays, the bigger panic run in the opposite direction-big businesses are scared that the internet will ruin them. Fifth, the Web is changing politics and international relation. Here, according to Gauntlet, the internet has the potential to create links between people and groups with shared political


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interests-and for them to promote their ideas to others. By increasing access to information or propaganda, it is thought that the internet may bring about a greater engagement and interaction between the individual and larger political processes.

At point five, it is clearly mentioned that web is media for interaction. It is why useful or useless interaction will be determined by media contents. Media is a tool describing an organization. Media is also identity of organization. It means that people may get knowledge on any organization through the media. If the media has good performance, peoples perception on the organization is expected to be positive. It is why media can also be called identity construction (Cheung, 2004) or organizational identities (Roper, 2005).

This study will focus on the use of political parties webs as a tool for strengthening political parties organizational identity and strengthening political rights of the people/citizens. Categories by Melewar and Jenskin (2000) are borrowed as approach for describing implementation of organizational identitys strengthening including five sub-constructs of communication and visual identity; behavior; corporate culture; market conditions; firm, product and services.

Of course, by considering limitation, the researcher will only observe one of the five components, namely communication and visual identity. It is assumed that that one component is sufficient to represent how organizational identitys strengthening construction is conducted. For further study, we can develop it by exploring four other components. Selected website is www.keadilanrakyat.org owned by Peoples Justice Party (PKR) claiming itself as one of three Pakatan Rakyat members. The study focuses on function and use of media towards organizational identitys strengthening and peoples political rights.

Methodology Research approach used was interpretive approach to qualitative-descriptive methods (Papa, Daniels, &

Spiker, 2008). Data collection conducted in the website of the People Justices Party (Parti Keadilan Rakyat) Malaysia from January 16 to Marc 31, 2010. Data analyses have been done through site analysis (Mann & Stewart, 2000) especially for political news on PKR website.

Finding and Discussion Political Party Websites as Media for Program Socialization

Malaysia is one of many Asian countries experiencing very rapid democratic transitions (Friedman & Wang, 2008; Ufen, 2009). Political transformation created many opportunities as well as new challenges demanding solutions for democratization problems immediately. It is what experienced since 1998 when reform era was opened in this country. Reformation wave is like sea wave rolling over sand on the beach.

It is correct that as a democratic-monarchy country, political life of Malaysia has been sufficiently managed. Existence of political parties consists of the ruling party and the opposition party. The ruling party is always dominated by UMNO (The United Malays National Organization) from the first time of its establishment in 1946. Far before Malaysia was established as country in 1957. In 1951, when Malaysian Islamic scholars (ulama) had different political ways from UMNO, they established their own political party named PAS (Parti Islam Se-Malaysia (Islamic Party of Malaysia). General Election (Pilihan Raya UmumPRU I) was held in 1955 when Malay or Malaysia was still under the British control.

It means that the history of Malaysian politics had been started from political differences supporting them to be on their own choices. UMNO supported by majority of Malay people reaching more than 50% or PAS


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with Islamic ideology that was also supported by majority of Islamic Malay people. Perceiving to be unrepresented in existing political organization, Indian ethnics then established MIC(Malaysian Indian Congress) and the Chinese people established MCA( Malaysian Chinese Association)

Due to its persistence and non-compromise attitude, PAS became a party always in contradictory to UMNO supported by MIC, MCA and many other political parties in one group named Barisan Nasional coalition. As an opposition party, PAS only got an ally when Chinese ethnics those did not join MCA established DAP (Democratic Action Party) in 1965. In general election of 1969, DAP that participated for the first time in general election got 13 seats of parliament and 31 Dewan Undangan Negeri or 11.9 % votes.

Reform movement of Malaysia in 1998 had brought political changes again. If for more than 40 years, PAS and DAP had struggled on opposition group (Ujen, 2009), their power was again added with that of Parti Keadilan Rakyat as a merger of two parties, namely Parti Keadilan Nasional and Partai Rakyat Malaysia. Partai Keadilan Rakyat (Peoples Justice Party) that was officially established on April 4, 1999 is a party claiming itself as open and multi-racial political party.

In fact, the existence of many political parties benefits people. People will have many choices to channel their political aspirations. However, in other party, the ruling party will feel worried and fearful since supports provided to it will reduce. People will elect political party regarded as relevant and following their aspirations.

On that context, the ruling party will attempt special strategies for continuously defending its power. One of its strategies is defending ISA (Internal Security Act). It is a rule that had been used as basis for imprisoning Anwar Ibrahim 30 years ago in 1974 during the administration of PM (Prime Minister) Tun Hussein Onn when Anwar was struggling the fate of poor people in Baling and Sik (Musa, 1993). Second, the media was strongly controlled by State (Gong, 2009; Freedom House, 2010)

Such controlled media was actually a big challenge for political party. Wherever they are, political parties always need media for their communication and socialization tools. If they do not have this tool, political partys struggles, of course, are not easy. Therefore, in this information and technology era, political parties have also to be creative in creating online media. Website becomes vital instrument for communication and socialization of partys programs. Special for Malaysia, a country with its internet user penetration reaching 65.7% of total population 25.7 million people (2009), internet is not a luxurious matter.

It is such opportunity that is optimally taken by PKR as communication media. Conventionally, PKR also published Suara Keadilan newspaper twice a week. However, due to its limited circulation, not all people can access information of this political partys activities and programs. Then, PKRs website becomes communication tool possible to explore whole region of Malaysia without any border. It means that constituents of this political party can freely access anything conducted by this party. Consequently, of course, partys page appearance must stimulate visitors to continuously get information from it.

Considering the home page of www.keadilanrakyat.com, any visitor will be invited to learn whole contents of this political organization. Partys identity is presented along with all supporting organizations or wing organizations, officers in all areas as well as their activities. Just like appearance of this website: Utama-Kalender, Keadilan-Pusat Media, Pakatan Rakyat-Sertai Kami, Berita-Hubungi Kami, Isu-RSS,Blog.

Of course, this website

dayah mc110d.pdf

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