The semiotic perspectives of peirce and saussure: A brief comparative study

The primary purpose of this paper is to make a comparative analysis between two leading scholars’ perspectives on semiotic theory, namely Charles Sanders Peirce and Ferdinand de Saussure.In addition, it is also aimed at discussing the linkage between communication and semiotic which can be grasped as a signification of symbol or simply as a study of sign in societal life. Apart from the communication field itself, the theory is commonly used as a reference in various fields such as philosophy, linguistic, arts and literature, archeology, architecture, mathematics and so on.The data has been attained by using content analysis technique of various studies on semiotic and related subject.This article is expected to generate positive contribution in underlining the significance of semiotic theory, not only towards the enhancement of the semiotic epistemology but also to other researchers and academicians in related fields or specific areas

Krisis ekonomi Malaysia: kaedah penyebaran maklumat dan kefahaman penduduk Sabah

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Media and the Kadazandusun People’s Way of Life

This study aims at exploring the inclination of belief about the ways of living among Kadazandusun people – whether leaning towards spirituality or materialism. Nowadays humanity are greatly consumed with the idea that happiness would only be achieved when someone accumulate huge worldly possessions and wealth. Obsession to acquire and accrue a great deal of material possessions to gratify people’s needs, wants and desires has been said to be promoted by the mass media. Therefore, apart from exploring the choice of living styles, this study also examines the role that media might have in propagating materialistic values among the Kadazandusuns in Sabah.  The outcomes of study show that Kadazandusun people are yet to indulge into extreme materialistic lifestyles, instead they are generally inclined quite strongly towards religious way of life. This study also found out that TV viewing appears to cultivate spiritual values instead of materialism. Keywords: Advertising, Kadazandusuns, Spirituality and Materialis

Media and the kadazandusun people way of life

This study aims at exploring the inclination of belief about the ways of living among Kadazandusun people whether leaning towards spirituality or materialism. Nowadays humanity are greatly consumed with the idea that happiness would only be achieved when someone accumulate huge worldly possessions and wealth. Obsession to acquire and accrue a great deal of material possessions to gratify people’s needs, wants and desires has been said to be promoted by the mass media. Therefore, apart from exploring the choice of living styles, this study also examines the role that media might have in propagating materialistic values among the Kadazandusuns in Sabah. The outcomes of study show that Kadazandusun people are yet to indulge into extreme materialistic lifestyles, instead they are generally inclined quite strongly towards religious way of life. This study also found out that TV viewing appears to cultivate spiritual values instead of materialis

Faktor penentu sikap dan kepercayaan kanak-kanak di Sabah mengenai makanan dan pemakanan

Kertas kerja - yang bersifat empirik ini membincangkan sebahagian isu yang ditinjau dalam kajian yang penulis laksanakan. Secara khusus, kertaskerja ini mengupas berhubung dengan faktor-faktor yang menentukan pemilihan makanan dalam kalangan kanak-kanak di negeri Sabah, Malaysia. Pelbagai faktor yang dijangka mempengaruhi jenis makanan kanak-kanak telah diambilkira termasuklah faktor biologi, psikologi, sikap dan kepercayaan, ekonomi dan fizikal, sosial, persekitaran keluarga dan rakan sebaya. Peranan media turut diberi perhatian khusus terutama sekali dalam aspek peranan pengiklanan. Seramai 804 responden terlibat dalam kajian ini yang terdiri daripada kanak-kanak berumur dalam lingkungan 7-12 tahun. Kajian mendapati iklan memainkan peranan yang terpenting dalam menentukan pemilihan makanan kanak-kanak di Sabah, Malaysia. Faktor keluarga dan ibubapa, gaya hidup dan rakan sebaya turut memainkan peranan yang tidak kurang penting dalam mempengaruhi sikap dan kepercayaan kanak-kanak dalam konteks makanan dan pemakanan mereka. Kata Kunci: pengiklanan; kanak-kanak; makanan dan pemakanan; Sabah; Malaysia The paper discusses the empirical nature of some of the issues considered in the study that the authors do. Specifically , this paper analyzes the relation with the factors that determine food preferences among children in the state of Sabah , Malaysia . Various factors are expected to influence the types of food children have been taken into account factors including biology, psychology , attitudes and beliefs , economic and physical , social , family and peer environment . The role of the press were given special attention , especially in terms of the role of advertising . A total of 804 respondents participated in this study consisted of children aged between 7-12 years . The study found that advertising plays an important role in determining food preferences of children in Sabah , Malaysia . Family and parental factors , lifestyle and peers also play a role no less important in influencing the attitudes and beliefs of children in the context of food and nutrition

The Reception of Kadazandusun University Students towards the Kadazandusun Columns in Sabah's Local Newspapers

This paper aims at investigating the motivations that generate the interests of Kadazandusun students to read news from the Kadazandusun column in three local newspapers namely the Daily Express, The New Sabah Times and Borneo Post. This study also examines the newspaper reading habits among university students and explores what elements in the news that is able to gratify their reading needs. There are 140 respondents for this study that consist of students from Universiti Malaysia Sabah. The Uses and Gratifications Theory is used to explain the reading patterns among the respondents. Preliminary outcomes show that Kadazandusun students appear not interested to read the Kadazandusun language news because they are no longer proficient with the language and news that published in the column are available in the English and Malay versions. Respondents only visit the column to look for specific Kadazandusun terms or words. Some recommendations are put forward to improve the column in this stud

Perbandingan pengalaman antara budaya pelajar antarabangsa di Universiti Malaysia Sabah dalam satu dekad 2006-2016

Kejutan budaya, akulturasi serta adaptasi budaya adalah antara isu hubungan antara budaya yang sering melanda kehidupan kelompok penghijrah. Bertunjangkan isu-isu berkenaan, makalah ini diprakarsakan untuk mengkaji perbandingan pengalaman antara budaya pelajar antarabangsa, iaitu pelajar dari Republik Rakyat China (RRC) yang melanjutkan pengajian di Universiti Malaysia Sabah. Dengan mengaplikasikan Teori Akulturasi Berry dan Teori Adaptasi Budaya Kim serta teknik pengamatan, temu bual kumpulan fokus dan temu bual mendalam, kajian perbandingan bersifat kualitatif ini dianalisis berdasarkan dua penelitian yang dilaksanakan dalam horizon waktu berbeza, iaitu kajian pada 2006-2007 dan 2014-2016. Isu kejutan budaya pelajar RRC diwacanakan berdasarkan beberapa aspek, iaitu aspek bahasa: corak komunikasi dan hubungan sosial, aspek akademik: pengajaran dan pembelajaran, aspek praktikal: harga pasaran, kewangan serta gaya dan corak hidup serta aspek sosio-budaya: makanan, pakaian dan sebagainya. Akulturasi dan adaptasi budaya pula diklasifikasikan kepada beberapa tema, iaitu komunikasi lisan dan bukan lisan (kinesics) serta penguasaan bahasa, hubungan dengan masyarakat sebangsa (co-nationals) dan masyarakat tempatan, corak petempatan berkelompok dan khidmat orang tengah. Faktor-faktor yang menyumbang kepada perbandingan pengalaman antara budaya pula ialah keberadaan alumni, prosedur pengambilan pelajar, struktur kursus, peningkatan jumlah pelajar RRC dan masyarakat Cina serta pemerkasaan dan penaiktarafan servis atau khidmat. Dari perspektif teori, akulturasi dan adaptasi budaya para pelajar disifatkan sebagai gabungan antara strategi integrasi dan pemisahan

Tv commercials and choice of food among children in Sabah, Malaysia

This study examines the relationships between television (TV) advertising and patterns of food choice among children. This relationship is crucial in understanding the intricate interplay among several interrelated variables such as TV viewing, preference for certain foods and the problem of obesity. Specifically, the study investigates the degree of recognition of adverts and patterns of food choice among lean, overweight and obese children. This study uses an experimental test, but the assessment of the effects of advertisements was undertaken through questionnaires. There were 50 participants involved in the experiment. The outcomes of the study indicate that TV advertisements make a substantial contribution to what food a child chooses. Although there were some variations in terms of responses between age groups and gender, generally, children seemed likely to choose fast foods after treatment. Further analyses were performed which revealed that media, particularly TV advertising, appear to contribute significantly in terms of influencing children to choose fast food, followed by taste. The study also seems to suggest that there is a strong correlation between the weight of a child and food choice. In short, children who were inclined to choose fast foods tended to be overweight or obese

Preserving Native Culture Through Traditional Costumes And Textiles: The Case Of The Rungus Community In Sabah, Malaysia

A significant effect of the advent of the post-modern era is the waning interest among indigenous communities in many aspects of their own culture and traditions. The Rungus in Sabah, a sub-ethnic of the Kadazandusun or the Momogun community, is no exception to such phenomenon. For this reason, many, in particular the government and the Rungus of Sabah themselves should undertake efforts to preserve their traditions and ensure the richness and intricacies of the community’s heritage and culture remain relevant, known and promoted. The Rungus culture arguably could be sustained through the promotion of knowledge, awareness and appreciation of its traditional costumes and textiles. The issue however is to ascertain how this approach could be best effected. This qualitative study is aimed at determining how the Rungus culture in Sabah couldbe preserved and promoted through its traditional costumes and textiles. The findings of the study indicate visibility and consistent promotion as key to this preservation effort