Audience Perception and the Message Delivery Effectiveness : a Study of Film Jagat and Ola Bola

Ong, Yee Hong (2019) Audience Perception and the Message Delivery Effectiveness : a Study of Film Jagat and Ola Bola. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This project aims to study the relationship between the perception of audience on local film Jagat and Ola Bola and the effectiveness of message delivery their local filmmakers. According to communication model developed by Harold Lasswell, an effective message delivery is when the communication process from sender to receiver is achieved. Filmmaker being a sender of an particular message will convey their desired message through film, the channel to the audience, the receiver. Throughout the process, the reality of most communication process is more complex and therefore the researcher aims to study the perception of Malaysian audience from different races on the local film Jagat and Ola Bola how the message delivery by the local filmmakers achieve its objective in the context of Malaysian film industry. Both quantitative and qualitative methods have been used by the researcher in this study to collect the data. A total of 100 respondents from different races have participated into my online survey. Besides, the filmmaker of Jagat Shanjhey Kumar and actor of Ola Bola Jian Wen have also accepted my in-depth interview. The result of the online survey and interview have concluded that the audience have received the desired message by the local filmmaker and the message delivery is effective. The research objectives have been achieved and the researcher is able to understand the audience perception on local film industry.