Fandom: Play Station 3 on Malaysian Young Adults between the Age 15 -35 Years - Research Paper Example

MEDIA AUDIENCES AND THE PUBLIC Audience Analysis Paper ON "Fandom: Play Station 3 on Malaysian young adults between the age 15 -35 years Name Course Tutor Date Table of Contents 1.1 Introduction 3 1.2 Literature Review 4 1.3 Objective statement 5 2.1 Research methodology 6 2.2 Sample method 6 2.3 Questionnaire 6 2.4 Observation 8 2.4 Use of secondary data 8 3.1 Results 9 3.2 Hypothetical results 10 3.2 Discussion and Analysis 10 4.1 Research proposal 14 4.2 Conclusion 14 Reference 15 1.1 Introduction Media is one of the colossal tools that are used by living beings to pass information among them. Animals have their special ways of exchanging ideas which is unique to that particular species. Some of the main reason why animals communicate is to warn their colleagues of any danger, announcing the presence of food and attraction of mates during procreation. In this study, the target group is the young adults between the ages of 15-40 years. This forms a third of the population of Malaysia. The main reason for the choice of this category of individuals is because they for the most active part of the population and thus they drive the economy of the country. Moreover it is the population who has embraced technology unlike the old generation. It is also at this very age that once morals are developed and thus very vital in the overall development of individual (Latiffah 2009) Communication has developed over time due to the improvements in technology thus facilitating diffusion of information to a large magnitude of listeners. In the contemporary society, some of the commonly used forms of communication include, broadcasting using radio or television, the use of music and videos that can be recorded in tapes or disks, internet which presents a diverse approaches such as blogs, podcasts and social networks such as facebook and mobile phones, publishing which includes electronic publishing. Video games are one of the resent developments in the communication sector that has dynamically developed involving the use of f media since avant-garde devices such as the XBox 360, Wii, and PlayStation 3(Wright 1956). PlayStation 3commonly known as PS3 which forms the basis of my study was first circulated in 2005 in Japan. It is one of the plat forms of computer video games and is either played on, consoles or arcades; personal computers have raised numerous debates and disagreements over time. It is a technological social game that fosters teamwork and cohesion among the parties. 1.2 Literature Review The Malaysian population of about twenty six million people is constituted of around twenty percent young adults aged 15-24 years who are considered the national asset for the future of the country out of which 90percent have access to terrestrial computer and 63 percent have access to new technology via personal computers while the others access them at cyber cafes. Internet connection is also rampant reaching 46 percent accessibility by this group between 16-20 years. This is an indication that a substantial percentage of this population has access to technology and therefore playing ps3 is facilitated (Griffin 1997). It is also reported by resent research that the trend of media use in Malaysia by the youth is tending towards computer where videogames forms a larger percentage of it all. The revelation is that the cumulative time spend in playing video game is exceeds the time spend in all other forms of media. It is estimated the a youth aged between 20-25 spends an average of 28 hours per week while those with age bracket 16-20 spend around 36 hours a week exploring the diverse aspects of computer technology To ensure active participation of Malaysia in the global arena, Satellite and multimedia super corridor was launched. It was during the same time that information technology policies that promoted the ownership of personal computers and accessibility to internet was formulated. Other sources also indicate that the population of internet users is estimated to be around 34 percent between ages 15-24 and 35 percent between 25-40years and therefore play station three was promoted among the youths (MCMC 2009) 1.3 Objective statement The rationale of this survey is to explore the dynamic media to bring to light the extent to which it is being deployed. The study seeks to find the influence of play station 3 on the social, cultural, economic and intellectual aspects of the Malaysian young adults. The effectiveness of this media over other forms of media and its extent of use are eminent in the analysis. It is from the findings that a concrete deduction is going to emanate aiding in formulation of government policies concerning the media. The study is instrumental in development of sound understanding and holistic judgment by administrators, teachers, parents and policy makers on the role that video games in the contemporary young adults. This will form the basis of acceptance of the new innovation in schools and homes as it endeavors to establish cognitive, emotional motivational and social development 2.1 Research Methodology 2.2 Sample and method The population under study is the youths aged between the ages of 15-35 years. This is the most socially active group of people in the society, forming a larger percentage of the entirety of the population. A representative sample was arrived at through the use of efficient statistical tools which included Stratified Probability Sampling Method, was used where the population under study was divided into groups; strata that share common attributes mainly age and sex. It is from each group that a representative sample was picked out. A total of one thousand youth were selected from the various strata composed of one hundred and twenty five men and one hundred and twenty five men. (Ridley 2005). Collection of data pertaining to the population was achieved through exploitation of steadfast techniques. This stratified the study into three in accordance to the data collection method employed. These methods resulted in three sets of data which increased the accuracy of the research findings. The methods include: 2.3 Questionnaire A set of stipulated questions, inclusive of open ended and closed ended, were compiled and the sample was subjected to give response to queries (Leedy and Ormrod 2001). Questionnaire (kindly tick one of the boxes) 1. Nationality Resident Nonresident Others specify 2. Sex Male Female 3. Age 15-20 20-25 25-30 30-35 4. Level of education Primary Secondary Post secondary Others Specify 5. What Educational career do you pursue? 6. What is the average number of days and hours in a week that you use play station 3? 7. What are the motivating factors that encourage you to use of play station 3? i. -------------------------------------------------------------------------------------------------- ii. -------------------------------------------------------------------------------------------------- iii. ----------------------------------------------------------------------------------------------- 8. What influence does play station 3 have in the following areas of your life? i. Social life ii. Economic life iii. Academic 2.4 Observation A group of researchers were sent to the sample population with the intention of collecting first hand information through objective observation. This was a very instrumental data collection technique as it enabled the interaction with the population being studied. It enabled the researchers to gauge the accuracy of the data and wind the correspondents trust at the same time record the findings as they unfold. The observations mainly focused on the various effects of play station 3 and the extent to which it is being used. 2.5 Use of secondary data Secondary sources of already available data were used to identify the historical trends in the use of play station three. This also brought the revelation of the statistics and the policies that have been formulated that influence its use. Some of the instrumental source used included internet, government archives and statistical records from the intellects that carried out the same exercise in the past. Some of the motivating reasons that encouraged the use of this method include the availability of information and it is not resource intensive to carry out (R.baki et al 2008) and ( Samsudin 2009) 3.1 Hypothetical Results It was found out that PS3 was more common in males than in the female counterparts mainly because of the social chores that favor the boy child in the sector of games while the female youth were more involved in domestic chores. It was also noted that the media was commonly used by the resident community than foreigners simply because of the cultural influence and the tradition that has been passed down along the generations (Collins, Garnham and Lockleys 1995). The data from the sample population was then summarized in the following tables to give the age trend in relation to the use of PS3. This was deduced from questionnaires. The findings from the secondary data and observation were then analyzed as discussed in the preceding chapter. Age Resident Non resident Average time per week(Hours) 15-20 11 239 27 20-25 26 224 31 25-30 21 229 23 30-35 34 216 16 Fig: Table showing the nature of the ages of the population and the time spent on PS3 Age Average time per week(male) Average time per week(female) 15-20 33 21 20-25 38 24 25-30 30 16 30-35 21 9 Fig: table of different age groups and gender. Class Average time per week(male) Average time per week(female) Average number hours(both) Junior 34 24 29 Freshman 39 25 32 Sophomore 37 23 30 Graduate 35 19 27 Fig: table of class and time of exposure to PS3 3.2 Discussion and Analysis From the quantitative data recorded above it can be noted that PS3 is more rampant in youths between the ages of 20-25. This is because at this very age the social development is at its apex and such instruments of socialization such as PS3 come in handy. It was also noted that PS3 was decreasingly popular as the age progresses along the population under study. Some of the contributing factors that reduce PS3 users particularly above the age of twenty five are lack of time and the monotony due to long exposure of the media. At earlier age below twenty the use of PS3 is picking up and the youths are familiarizing with the use of technology. The use of PS3 is also more common among the residents than the non residents this is contributed by the social economic status of the natives that promote leisure activities (Samsudin 2009). From the gender point of view, PS3 is more common in males than in females because of the adventurous nature of the young male youths. The social role of the girl child that the society expects them does not promote the exposure to the use of the media. Along the educational ladder, the use of PS3 is at its Zenith among the freshmen mainly attributed by the massive impression of technology which is also a prerequisite tool for dissemination of knowledge by their instructors and teachers. However the trends if plotted on a graph would display a normal curve. Noteworthy also is the eminence of the deployment of the media principally among the students pursuing technological courses opposed to those studying social courses. This can be justified by the versatility in the use of such technologies thus making it easier to execute its use. The qualitative information that emanated from the study through the use of the above research tools is colossal to the policy makers and instructors. The use of PS3 has both negative and positive impacts on the users, however negative effects are more of individualistic than the positive once which are common among the users (Kirriemuir & McFarlane 2004). Positive effects PS3 forms a platform for socialization where various PS3 users form social networks within their disposal who can physically engage themselves in the social media. Moreover, due to development of technology PS3 over console has enabled the users to socialize on line and make friends in other regions of the world. The only limitation to these would be the language diversity around the global village. Through social interaction, it promotes the exchange of cultures and lifestyles among the participants. This is widespread among the virtual players from diverse cultures and meeting in PS3 thus sharing their societal norms. Furthermore PS3 equips the users with managerial skills through the management of large game empires giving an impression of the actual control that transpires in the cooperate world. This is a key asset in the development of the youth and their future economic potentialities. Bargaining power is one of the tools that one reaps out of the game through the need to negotiate with partners in determination of the terms and conditions that form the basis of exchange of the game gizmos (Roselan 2008) Moreover, thinking skills which is an indispensable tool in our existence on earth finds a fertile ground for development in PS3 arena. This is promoted by the fact that the participants must be strategically thoughtful to analyze the opponent’s strengths and weakness. Apart from amassing general knowledge, PS3 fosters the relationship since ones trust can be achieved through the successful execution of the game and also as a sign of obedience. It is also used to fill the social gap that would have otherwise been used for evil activities such as pornography. Ps3 inculcates a great appetite of learning among the users therefore promote the learning patterns of the individual. Psychological satisfaction that is derived from the game is prime in alleviating stress build up by the rigorous activities that present themselves so amply to the young youths. Negative impacts PS3 is highly addictive and time consuming hence the involved parties will be rendered less productive as they spend a large percentage of the time in the game arena (Anderson 2003). The fact that some of the game aspects are violent instills a violent character in the participants which is a social enemy in the society (Saulter 2007). When the participant are too engrossed in the game, affects the physical health of the individuals as it leads to compromise of meals, sleep real life interactions and delay in toilet breaks. Economically it tempts one to spend all the fortunes in video games leading to fiscal budgetary imbalance. It also reduces the time for other important aspects of life such as education hence causing academic deterioration. Despite the fact that PS3 is a tool meant for relaxation and release of tension, it is not the case at times since it invokes feelings and change of temper. It leads to the risk of exposure to x-rated material such as pornography and other socially ill materials at tender ages. 4.1 Research proposal Preservation of the shape and the cultural distinctiveness of young Malaysian adults are dependent on the efforts that should be exerted by the government to manage the penetration of media in the society. This however does not mean that the positive aspects should be shunned away. Positive contribution to the well being of the society and maintenance of the cultural ethics can be promoted by use of media such as PS3. This features Endeavour to strengthen traditional values on sexuality, obedience towards parental authority. Liberal attitudes have been evoked that are contrary to the stipulated codes of conduct in the society at personal level, media has shown very little penetration and thus correlation with cultural identity is not significant It is therefore imperative to collectively consider these factors to cumulatively influence the larger long term perspective. 4.2 Conclusion Summing up, PS3is both beneficial and injurious to the young Malaysian adults with respect to their development in totality. The varying level of individual interest in PS3 falsifies the conclusion that video games are detrimental to our health. Owing to the limitations of the scope of study it will be reasonable to infer that PS3 use has effects on certain students only. The government should formulate policies that limits the use of PS3 within acceptable limits, including time and contents encountered. This will give and understanding leading appropriate strategies for the betterment of teaching and learning. Reference Dr. Jennifer Robinson: Media Audiences & the Public Samsudin A. R. 2009.European Journal of Social Sciences: Selangor Roselyn B. et al, 2008.The perspective of six Malaysian students on playing video games: China Werner G.1992. Quantitative Data Analysis: USA Giddens A. 1991. Modernity and Self-identity: Self and Society in the Late Modern Age. Stanford: Stanford University. Griffin, C. 1997. Representations of the Young: Youth in Society. London: Sage Publications. Henderson, L. 2005. Video games: A significant cognitive artifact of contemporary youth culture. C. Wright Mills, 1956. The Mass Society, Chapter in the Power Elite MCMC. 2009.Communication and Multimedia Selected Facts and Figures 2008. Cyberjaya. Saulter, J. 2007. Introduction to video game design and development. New York: McGraw-Hill. Ridley, K. 2005. The Multimedia Activity Recall for Children and Adolescents, Development and Validation: University of South Australia. Read More

Internet connection is also rampant reaching 46 percent accessibility by this group between 16-20 years. This is an indication that a substantial percentage of this population has access to technology and therefore playing ps3 is facilitated (Griffin 1997). It is also reported by resent research that the trend of media use in Malaysia by the youth is tending towards computer where videogames forms a larger percentage of it all. The revelation is that the cumulative time spend in playing video game is exceeds the time spend in all other forms of media.

It is estimated the a youth aged between 20-25 spends an average of 28 hours per week while those with age bracket 16-20 spend around 36 hours a week exploring the diverse aspects of computer technology To ensure active participation of Malaysia in the global arena, Satellite and multimedia super corridor was launched. It was during the same time that information technology policies that promoted the ownership of personal computers and accessibility to internet was formulated. Other sources also indicate that the population of internet users is estimated to be around 34 percent between ages 15-24 and 35 percent between 25-40years and therefore play station three was promoted among the youths (MCMC 2009) 1.

3 Objective statement The rationale of this survey is to explore the dynamic media to bring to light the extent to which it is being deployed. The study seeks to find the influence of play station 3 on the social, cultural, economic and intellectual aspects of the Malaysian young adults. The effectiveness of this media over other forms of media and its extent of use are eminent in the analysis. It is from the findings that a concrete deduction is going to emanate aiding in formulation of government policies concerning the media.

The study is instrumental in development of sound understanding and holistic judgment by administrators, teachers, parents and policy makers on the role that video games in the contemporary young adults. This will form the basis of acceptance of the new innovation in schools and homes as it endeavors to establish cognitive, emotional motivational and social development 2.1 Research Methodology 2.2 Sample and method The population under study is the youths aged between the ages of 15-35 years.

This is the most socially active group of people in the society, forming a larger percentage of the entirety of the population. A representative sample was arrived at through the use of efficient statistical tools which included Stratified Probability Sampling Method, was used where the population under study was divided into groups; strata that share common attributes mainly age and sex. It is from each group that a representative sample was picked out. A total of one thousand youth were selected from the various strata composed of one hundred and twenty five men and one hundred and twenty five men.

(Ridley 2005). Collection of data pertaining to the population was achieved through exploitation of steadfast techniques. This stratified the study into three in accordance to the data collection method employed. These methods resulted in three sets of data which increased the accuracy of the research findings. The methods include: 2.3 Questionnaire A set of stipulated questions, inclusive of open ended and closed ended, were compiled and the sample was subjected to give response to queries (Leedy and Ormrod 2001).

Questionnaire (kindly tick one of the boxes) 1. Nationality Resident Nonresident Others specify 2. Sex Male Female 3. Age 15-20 20-25 25-30 30-35 4. Level of education Primary Secondary Post secondary Others Specify 5. What Educational career do you pursue? 6. What is the average number of days and hours in a week that you use play station 3? 7. What are the motivating factors that encourage you to use of play station 3? i.

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