THE EFFECTS OF BLUE DOCUMENTARY ON VIEWERS’ PERCEPTIONS AND ATTITUDINAL CHANGE TOWARD MARINE LIFE CONSERVATION

Nurul Hidayah  Mat; Roswati Abdul  Rashid; Che Hasniza  Che Noh; Moza Abdullah  Said Al-Rawahi

doi:10.24200/jonus.vol6iss2pp379-402

Nurul Hidayah Mat Department of Language and Communication, Centre for Foundation and Continuing Education, Universiti Malaysia Terengganu, 21200 Kuala Terengganu, Malaysia. https://orcid.org/0000-0001-9910-8772
Roswati Abdul Rashid Department of Language and Communication, Centre for Foundation and Continuing Education, Universiti Malaysia Terengganu, 21200 Kuala Terengganu, Malaysia. https://orcid.org/0000-0002-1216-7444
Che Hasniza Che Noh Department of Language and Communication, Centre for Foundation and Continuing Education, Universiti Malaysia Terengganu, 21200 Kuala Terengganu, Malaysia. https://orcid.org/0000-0003-3393-921X
Moza Abdullah Said Al-Rawahi Mass Communication Department, University of Technology and Applied Sciences, Sultanate of Oman. https://orcid.org/0000-0003-4486-9245

DOI: https://doi.org/10.24200/jonus.vol6iss2pp379-402

Abstract

Background and Purpose: This study’s aim was to examine the persuasive effects of a blue documentary (BD), representing marine life extinction on viewers’ perceptions and their attitudinal change toward conservation.

Methodology: This study selected 36 participants using purposive sampling technique, according to the characteristics of their location and age categories. A total of 72 semi-structured interviews were conducted in two stages – the pre- and post-viewing of the documentary. A documentary program of Lestari Ujana Marin (LUM) was the media text used in gathering the necessary data. The data were then perused qualitatively through the employment of thematic analysis.

Findings: The findings suggest that the participants’ perceptions and attitudinal changes were more positive toward marine life conservation after being exposed to the documentary. The attitudinal changes have been sustainable and exhibited through the participants’ real actions in supporting marine life conservation.

Contributions: This study paves the way for collaboration between experts in different fields, such as filmmakers, oceanologists, and non-governmental organizations, who are fundamentally concerned in disseminating knowledge about environmental conservation for the benefits of future generations.

Keywords: Media, blue documentary, persuasion, pro-conservation, marine life, young generation.

Cite as: Mat, N. H., Rashid, R. A., Che Noh, C. H., & Said Al-Rawahi, M. A. (2021). The effects of blue documentaries on viewers’ perceptions and attitudinal change toward marine life conservation. Journal of Nusantara Studies, 6(2), 379-402. http://dx.doi.org/10.24200/jonus.vol6iss2pp379-402

Author Biographies

Nurul Hidayah Mat, Department of Language and Communication, Centre for Foundation and Continuing Education, Universiti Malaysia Terengganu, 21200 Kuala Terengganu, Malaysia.

Dr. Nurul Hidayah Mat is currently a lecturer of communication at the Language and Communication Department, Centre for Foundation and Continuing Education, University Malaysia Terengganu. She received her PhD from Cardiff University, United Kingdom. Her research interest involves interdisciplinary studies, including communication, film studies, eco-documentary, environmental communication, species conservation, rhetorical theory, and media pedagogy across disciplines. Her work has been published in the Conference Proceedings of The Asian Conference on Media, Communication and Film 2017, and Journalism and Mass Communication. She has also been awarded as Best Student Paper at the 6^th Annual International Conference on Journalism and Mass Communication.

Roswati Abdul Rashid, Department of Language and Communication, Centre for Foundation and Continuing Education, Universiti Malaysia Terengganu, 21200 Kuala Terengganu, Malaysia.

Dr. Roswati Abdul Rashid is a senior lecturer at the Centre of Fundamental and Continuing Studies (PPAL), University Malaysia Terengganu. Her expertise is Applied Linguistics. She is active in research, publication and teaching in the field of Japanese language, discourse analysis and tourism communication. Her research interests focus on Japanese Language in tourism.

Che Hasniza Che Noh, Department of Language and Communication, Centre for Foundation and Continuing Education, Universiti Malaysia Terengganu, 21200 Kuala Terengganu, Malaysia.

Dr. Che Hasniza Che Noh is an associate professor at the Language and Communication Department, Centre for Foundation and Continuing Education, University Malaysia Terengganu. She secures several research grants, which include university grants and also the Ministry of Higher Education Malaysia. Her current research interest includes family communication, social media and interpersonal relationships. She has published over 20 papers in peer review journals, a book, and a monograph, together with several chapters in the book.

Moza Abdullah Said Al-Rawahi, Mass Communication Department, University of Technology and Applied Sciences, Sultanate of Oman.

Dr. Moza Abdullah Said Al-Rawahi is an assistant professor and the Head of Mass Communication Department at the University of Technology and Applied Sciences, Nizwa College of Applied Sciences. She received her PhD from Cardiff University, UK. Her work focuses on the intersection of the press, politics and public opinion, especially in relation to political protests. Her knowledge in journalism and media studies bring talent and engage students in study material and improving academic success. Along with her teaching experience in CAS, she carried out seminars during the Spring semester 2017 at Cardiff University. Recently, she participated in international media and journalism conferences in Singapore and United Kingdom (Oxford University).

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