Satay, skyscrapers and sarong kebayas: the representation of modernity in the commercials of Garuda Indonesia and Malaysia Airlines

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Asian Studies (60 EC) (MA)

Nijenhuis, Yvonne (2015)

Satay, skyscrapers and sarong kebayas: the representation of modernity in the commercials of Garuda Indonesia and Malaysia Airlines

Master thesis | Asian Studies (60 EC) (MA)

In this thesis I will analyze the representation of modernity in the commercials of Garuda Indonesia and Malaysia Airlines between 2013 and the first half of 2015. Their commercials give an exalted perspective on the nations they represent. I will focus on what Malaysian- and Indonesian modernity looks like, how these two national ‘modernities’ overlap or differ, and hopefully this can tell us something about Southeast Asian modernity in general.