e-ISSN 2231-8534
ISSN 0128-7702

Home / Regular Issue / JSSH Vol. 31 (1) Mar. 2023 / JSSH-8607-2022


New Mediators in Consumerism Activity on Malay Wedding

Mohd Khairuddin Mohad Sallehuddin

Pertanika Journal of Social Science and Humanities, Volume 31, Issue 1, March 2023


Keywords: Commodification, commodity, consumerism, marriage, mediator

Published on: 17 March 2023

The commodification of goods not only transforms traditional wedding commodity into a quantity form that can be assessed through purchasing power but simultaneously change the role and function of the mediator of traditional marriage. This study examines how the influence of a new cultural mediator plays a vital role in shaping the bride’s dream wedding ceremony through consumerism activities. This study used a qualitative approach through in-depth interviews with 19 informants who are low-income Malay bride and their families that held a wedding ceremony in Kampung Melayu Sri Wira Damai, Selangor. Qualitative data from the in-depth interviews will be analysed using theme code or ‘coding.’ The data will be separated into key themes and converted into qualitative study results. Qualitative data findings were analysed using content analysis techniques. This study showed that most of the consumerism activities on commodities and wedding services, practised by most informants in performing their wedding ceremonies, were heavily influenced by direct and indirect new cultural mediators. Although these informants have low incomes, they cannot escape from being influenced and trapped by the culture of consumerism created by the capitalists.

  • Abu-Alhaija, A. S., Nerina, R., Hashim, S., & Jaharuddin, N. S. (2018). Determinants of customer loyalty: A review and future directions. Australian Journal of Basic and Applied Sciences, 12(7), 106-111.

  • Argyrou, V. (1996). Tradition and modernity in the Mediterranean: The wedding as symbolic struggle. Cambridge University Press.

  • Bakhtin, M., M. (1968). Rabelais and his world. In M. Featherstone (Ed.), Consumer culture and postmodernism. Sage Publication.

  • Bara, A., Farid, A. S., & Mazuki, I. (2021). The effectiveness of advertising marketing in print media during the Covid 19 pandemic in the Mandailing Natal region. Journal of Budapest International Research and Critics Institute Humanities and Social Sciences, 4(1), 879-886.

  • Barnes, B., & Yamamoto, M. (2008). Exploring international cosmetics advertising in Japan. Journal of Marketing Management, 24(3), 299-316.

  • Benedict, J., Steenkamp, J., & Weder, M. (1991). Segmenting retail markets on store image using consumer based methodology. Journal of Retailing, 67(3), 300-320.

  • Berita Harian Online: Kenduri kahwin bukan medan tunjuk hebat [Online Berita Harian: Weddings are not great show grounds]. (2011, December 15). Azimat Matematik.

  • Bettman, J. R., Luce, M. F., & Payne, J., W. (1978). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187-217.

  • Boom, V., & Willem, H. (2010). Price in-transparency, consumer decision making and European consumer law. Journal of Consumer Policy, 34(3), 359-376.

  • Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. In M. Featherstone (Ed.), Consumer culture and postmodernism. Sage Publication.

  • Dennis, C., Marsland, D., & Cockett, T. (2000). The mystery of consumer behavior: Market segmentation and shoppers’ choices of shopping centres. International Journal of New Product Development an Innovation Management, 3, 221-237.

  • Dharmmesta, B. S. (2009). Asas-asas marketing [Basics marketing]. Liberty.

  • Edwards, W. (2006). The commercialized wedding as ritual: A window on social values. Journal of Japanese Studies, 13(1), 51-78.

  • Featherstone, M. (1991). Consumer culture and postmodernism. Sage Publications.

  • Griffin, J. (2002). Customer loyalty. Erlangga.

  • Kasimin, A. (1989). Istiadat perkahwinan Melayu: Satu kajian perbandingan [Malay wedding traditions: A comparison]. Dewan Bahasa dan Pustaka.

  • Magiman, M. M. (2020). Simbol dan pemaknaan ritual Adat Tepung Tawar dalam perkahwinan masyarakat Melayu Sarawak [Symbols and ritual meanings of the Tepung Tawar custom in Sarawak Malay community weddings]. Jurnal Komunikasi Borneo, 8, 22-37.

  • Mew, L. (2009). Online social networking: A task-person-technology fit perspective [Unpublished doctoral thesis]. George Washington University.

  • Nik Ahmad, N. N. (2010). Mendepani zaman Melayu untuk abad ke-21 [The Malay era in the 21st century]. Marshall Cavendish Edition.

  • Omar, F. I., & Hasim, N. F. (Eds.). (2021). Internet dan usahawan B40: Satu tinjauan awal [The internet and B40 entrepreneurs: A preliminary survey]. In Proceeding of the 8th International Conference on Management and Muamalah (pp. 159-166).

  • Panatik, S. A., & Rahman, A. (2004). Faktor-faktor gaya pembuatan keputusan dalam pembelian barangan di kalangan pengguna [Consumer decision-making factors and consumer decision-making styles]. Jurnal Teknologi, 41(1), 73-91.

  • Satoshi, K. (1985). Wedding extravaganzas in Japan. Japan Quarter, 32, 168-173.

  • Selat, N., & Hassan, A. (2014). Sistem sosial Adat Perpatih [Social system of Adat Perpatih]. PTS Akademi.

  • Stallybrass, P., & White, A. (1986). The politics and poetics of transgression. In M. Feathertsone (Ed.), Consumer culture and postmodernism. Sage Publication.

  • Timothy, Y. L., Joonhyoup, L., & Yoojin C. (2011). A comparative study on Eastern and Western wedding ceremonies in Korean films and Hollywood films. World Academy of Science, Engineering and Technology, 53, 32-41.

  • Tourine, A. (1985). An introduction to the study of social movements. Social Research, 52(4), 749-787.

  • Wahid, N. A., & Ismail, I. (2000). Perlakuan pengguna [Consumer behaviour]. Prentice Hall