Visual Representation of National Unity and Multicultural Values in Malaysia's Merdeka Advertisement

Teong, Khe Xuan (2026) Visual Representation of National Unity and Multicultural Values in Malaysia's Merdeka Advertisement. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study examines how national unity and multicultural values are represented and interpreted in Malaysian Merdeka-themed advertisements. While such advertisements are widely used to promote harmony and national identity, concerns have been raised regarding their tendency to present idealised portrayals that may not fully reflect the complexities of real-life interethnic relations. This research adopts a qualitative approach, combining content analysis and focus group discussions. Eight selected Merdeka advertisements were analysed using Framing Theory (Entman, 1993) and Multimodal Discourse Analysis (MDA) to examine how unity is constructed through visual, narrative, and symbolic elements. In addition, a focus group consisting of nine participants from diverse ethnic backgrounds was conducted to explore audience interpretations. The findings reveal that Merdeka advertisements consistently construct unity through visual diversity, interethnic interaction, and emotional storytelling, with multimodal elements such as language mixing, cultural symbols, and shared social spaces playing a significant role. However, audience responses indicate a critical awareness that these portrayals are often idealised and do not fully reflect lived social realities, particularly in terms of the underrepresentation of minority groups from East Malaysia and Indigenous communities. This study contributes to the understanding of media representation and national identity in Malaysia by demonstrating how unity is both constructed in media texts and actively interpreted by audiences, highlighting the need for more inclusive and authentic portrayals that better reflect the diversity of Malaysian society.