BM|ENG

Penceramah: Dr. Adil Johan, Felo Penyelidik, KITA.

Tarikh: 18 Oktober 2016 (Selasa)
Masa: 10.30 pagi - 12.30 tgh
Tempat: Bilik Mesyuarat KITA, Aras 4, Bangunan Pentadbiran Kolej Keris Mas, UKM, Bangi

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ABSTRACT

 In recent times, P. Ramlee’s films and music continue to be appropriated and consumed by diverging social groups, from politicians to indie-rock musicians. P. Ramlee was a prominent director, actor, singer and composer of Malay films and music from the 1940s to the 1960s. Among the most recent tributes to the national film-music legend was a four-episode web series released on YouTube titled The Road to Ramlee. This short episodic film, directed by a young filmmaker, Rewan Ishak, was developed by Malaysia’s Leo Burnett advertising agency to promote – in an online ‘viral’ approach – the launch of 2015’s Samsung Galaxy Note 4 mobile smartphone. The film chronicles the trials and tribulations of a Malaysian band trying to win a band competition. The competition requires its participants to compose and perform a song in tribute to P. Ramlee. In this presentation, I am interested in issues of ‘cultural intimacy’ and ‘structural nostalgia’ in national culture (Herzfeld 1997) and the neoliberal capitalist ‘DIY ethos’ as embodied by young creative entrepreneurs in recent times (Luvaas 2012). This presentation of research in progress hopes to unpack how the once statedominant national narrative and omnipresent iconicity of Ramlee continues to be rearticulated, remixed and refashioned, but is ultimately commodified for a very globally-connected but locally-targetted youth demographic for consumption.