I have taken three days off trying to put ideas into a paper for a conference in Dec.
This is the last day and here is the abstract. Comments are welcome.
Digital hybridity in Najwa Latif’s Malay music videos online
Having accumulated more than 34.5 million hits in YouTube, Najwa Latif is an icon of Malay popular culture. Two of her original Malay music videos, Cinta Muka Buku (Facebook Love), and AdaMu (Your Existence) have received more than 10.2 million hits and counting. Cinta Muka Buku also earned a nomination in the best Malay song category for the coveted annual champion song award in 2011. Perhaps, the themes in the two songs, such as social-romantic relationships, and appreciation for the environment are striking a chord with the Malay audience. Equally relevant, however, is the digital hybridity of the Malay music videos that entertains and captures the hearts and minds of Generation Y. Beyond melodious tunes, this discussion schematizes the digital magic of Najwa’s Malay music videos that assemble massive viewerships in YouTube. Atomization is used as the framework of analysis to dissect the visual content of the music videos into a series of visual frame. These frames provide the base units to understand digital hybridity that generated a positive identification on the fans’ part. Whilst refining Najwa Latif’s digital persona in the music videos with sequential clarity, the visual frames offer a content basis to structure symbolic attributes and carriers, the elements of symbolisation in comprehending a visual composition. These symbolic notions, based on the work of Gunther Kress and Theo Van Leeuwen, provide the relevant lenses to examine the digital comsumption of Najwa’s music videos. Ultimately, the study outlines the operating digital matrix that identifies with a thriving Malay fan base online in the current trend of culture consumption.
Keywords: Najwa Latif, Malay fandom, Malay popular songs, digital hybridity, digital identity, YouTube