The Perception of Hollywood Movie Towards Local Movie

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Table of Contents

Table of Contentsii

LIST OF TABLESiv

LIST OF FIGURESv

Chapter 11

INTRODUCTION1

1.1Background of the study1
1.2Background of the Research and Research Question3
1.3Research Objectives4
1.4Significance and Justification for the Study4
1.5Research Scope5
1.6Definition of the Key Terms6
1.7Organization of Research8

CHAPTER 29

LITERATURE REVIEW9

2.1Introduction9
2.2Independent Variable9
2.2.1The Perception of Students towards Hollywood Movies and Local Movies9 2.3Dependent Variables11
2.3.1Social Norms11
2.3.2Peer Perception12
2.3.3Actor’s Performances12
2.3.4Storyline13

CHAPTER 315

RESEARCH METHODS15

3.1Development of Research Framework and Hypotheses15
3.1.1Development of Research Framework15
3.1.2Hypotheses Development16
3.2Research Design17
3.3Research Instrument17
3.4Sampling Plan18
3.5Data Collection Method18
3.6Data Analysis Method19

CHAPTER 420

ANALYSIS20

4.1Introduction20
4.2Demographic Profile of Respondents20
4.3Reliability Analysis21
4.4Mean Analysis23
4.5Paired Samples T-test25
4.6Summary26

CHAPTER 527

CONCLUSION27

5.1Introduction27
5.2Research Findings27
5.3Knowledge Implication27
5.4Managerial Implication28
5.5Discussion28
5.6Limitations of the Study29
5.7Recommendations for Future Study30
5.8Conclusion30

References32

Appendix34

LIST OF TABLES

Table 1.1: KEY TERMS7

Table 4.1 :DEMOGRAPHIC PROFILE20

Table 4.2: INTER-ITEM CONSISTENCY ANALYSIS FOR HOLLYWOOD MOVIES21

Table 4.3: INTER-ITEM CONSISTENCY ANALYSIS FOR LOCAL MOVIES22

Table 4.4: MEAN ANALYSIS FOR HOLLYWOOD MOVIES23

Table 4.5: MEAN ANALYSIS FOR LOCAL MOVIES24

Table 4.6: PAIRED SAMPLES T-TEST25

LIST OF FIGURES

Figure 3.1: RESEARCH FRAMEWORK15

Chapter 1
INTRODUCTION

1.1Background of the study

Movie plays an important role in the economic growth of all the countries around the world in the recent years. Movie has become a part of our daily lives. We can enjoy movie in the nearest cinema from our place with a group of friends or family. It is one of the main entertainments for people without any boundary. The most popular types of movies that can be heard in daily conversations are Hollywood and Bollywood movies. In local Malaysian cinemas, we can find all kind of the films with different movie genres and characteristic. For example, romantic, horror, war, musical which are categorized accordingly their setting and themes topics of the movie. The Malaysian government has launched the Malaysian Creative Content Association (MCCA) and it aims to bring Malaysian TV and film projects to the rest of the world. With this action, it can be seen that Malaysia would like to expand their local movies to all the countries. However, the question of whether the Malaysian movies will be well accepted by other countries has been rose. There are many researchers have been carried out to find out what are the elements viewers are looking for in a movie. Before researching on whether the local movies can be aired in other countries, Malaysian have been surveyed to know if they would prefer local or foreign movies, which in this case it would be the Hollywood movies; and to why they would prefer one and not the other. Students are the best respondents to these studies as they are the ones who are more involved in the entertainment world. There have been results showing that the majority local Malaysians students would prefer Hollywood movies if compared to the local movies. Some of the reasons are the language used in the local movies which is Bahasa Malaysia and the culture shown are more to Malay oriented. Most Chinese and Indians in Malaysia would prefer...
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