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Malaysian RMO Social Media Impact

The Ministry of Women and Family Development in Malaysia published a series of social media posts on household happiness during the COVID-19 lockdown that received significant backlash. The posts promoted stereotypical gender roles and trivialized domestic abuse issues. This violated Malaysia's Communications and Multimedia Content Code, which requires respecting gender equality and avoiding biased portrayals. While the ministry's intent was likely well-meaning, the posts were seen as degrading, sexist, and perpetuating negative patriarchal messages. The incident highlighted the need for government bodies to consider how initiatives may unintentionally promote harmful stereotypes or trivialize serious issues.

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Raja Farhana
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109 views12 pages

Malaysian RMO Social Media Impact

The Ministry of Women and Family Development in Malaysia published a series of social media posts on household happiness during the COVID-19 lockdown that received significant backlash. The posts promoted stereotypical gender roles and trivialized domestic abuse issues. This violated Malaysia's Communications and Multimedia Content Code, which requires respecting gender equality and avoiding biased portrayals. While the ministry's intent was likely well-meaning, the posts were seen as degrading, sexist, and perpetuating negative patriarchal messages. The incident highlighted the need for government bodies to consider how initiatives may unintentionally promote harmful stereotypes or trivialize serious issues.

Uploaded by

Raja Farhana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Better Ad Ind.

Assignment
ADV410: Pricipal of Advertising
Raja Farhana binti Raja Fahrulnizam
2019489484
MC244S2A
Madam Raja Putri Nadiah
01
The
Backstory
Following the global outbreak
of the coronavirus, COVID-19,
Malaysia’s Prime Minister, Tan Sri
Muhyiddin Yassin, has issued a
Restriction of Movement Order
(RMO) as a measure to curb the
spread of the disease. Despite
having to work from home and
being stuck together under one
roof, Malaysian citizens never
cease to disappoint when it comes
to channelling their creativity.
Soon enough, social media was
flooded with viral contents from Restricted
many different users. From Movement Order
sharing food recipes to workout (RMO) to begin
videos, they were blessed with the this March.
abundance of content.
Although, that might not be the reality that
people were expecting to face.
Speculations about calls for domestic
abuse to the ‘Talian Kasih’
In line
fact, began to in the The
it is wri�en
rise. Mul�media Content Code under P
Family Values that:
Even though the news was Thelater refuted
principles of intellectual and
and the
with the Ministry of Women dignity
and of all individuals a
Family
discrimination, content should re
Development claiming it to be untrue
avoid and overcome biased po
and misinterpreted, the concern
Women and behind
men should be port
the issue was still very much real.
and emotionally, and in bot
Not wanting to miss out
from putting their own
content on social media,
the Ministry of Women and
Family Development took it
to Facebook and
Instagram to publish a
series of graphics/posters
on the topic of Household
Happiness or “Kebahagiaan
Rumahtangga”.
Although, one that involves a
childhood cartoon seemed to
have caused an uproar on the
Internet. Within a day, Doraemon
was trending and the
government body received
heavy backlash from online
users who did not appreciate
the sexist and patronizing
tones from the message the
Ministry was trying to convey to
Malaysian women/wives.
02
Code of
Conduct Violation
Although this seemingly harmless,
well-intentioned PSA content was probably
done in good faith. The ministry was clearly
unmindful and oblivious towards the
repercussions of their initiative. Many
Malaysian Communica�ons and
agree that the posters were degrading,
t 2: Guidelines on Content under
highly sexist and perpetuated
negative patriarchal messages. It
motional equality of both sexes
was very unprofessional for an
to be respected. Despite societal
official
ect an awareness of thegovernment
need to body, especially
rayals on the of their
basis profile, to be advocating the
of gender.
yed as equals stereotype
both economically that women are solely
responsible
public and private spheres. for resolving domestic
conflict. Additionally, for the Ministry to
trivialize an issue as serious as domestic
abuse, especially during vulnerable
times like the RMO, was rather shameful.
In fact, it is written in the The Malaysian
Communications and Multimedia
Content Code under Part 2: Guidelines
on Content under Family Values that:

"The principles of intellectual and


emotional equality of both sexes
and the dignity of all individuals are
to be respected. Despite societal
discrimination, content should
reflect an awareness of the need
to avoid and overcome biased
portrayals on the basis of gender.
Women and men should be
portrayed as equals both
economically and emotionally, and in
both public and private spheres."
03
Better Ad
Suggestion
In fact, it is wri�en in the The
Mul�media Content Code under P
Family Values that:
The principles of intellectual and
and the dignity of all individuals a
discrimination, content should re
avoid and overcome biased po
Women and men should be port
and emotionally, and in bot

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