PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

In recent years there has been an increase in Malaysian youth crime and misdemeanor ranging from bullying to rape and murder. The root cause of this problem had never been explicitly addressed but it had been suggested that it was due to television exposure. The question is, to what extent does the exposure affect youth, and which elements of exposure have the greatest influence. These questions were tackled in this study by analyzing the relationship between youth, media consumption, and cultural identity. Using surveys, in-depth interviews, and audience research theories, it was found that youth used television for the purpose of entertainment, and as means for social surveillance: a tool to keep abreast of current trends and affairs and to imitate celebrity lifestyles and practices. This process of mimicry was found to have an important impact on their emotional and social well-being. The desire to copy what is on screen is inherently connected to the collective guilt of maintaining and preserving cultural identity. The dynamics between youth, cultural identity and media stimuli are therefore seen as paradoxical.