TRADITIONAL MALAY LITERATURE AS A MEDIUM OF MASS COMMUNICATION: AN ANALYSIS

This paper discusses the position and role of traditional Malay literature in the context of mass communication. In addition, this paper also aims to look at how traditional Malay literary works become the effective medium of knowledge, teaching and entertainment to the audience. This study uses a conceptual approach that is trying to analyze how the works of traditional Malay literature serve as an effective communication tool to convey information or a message to its audience. The Model of Source-Message-Channel-Receiver (SMCR) introduced by Wilbur Schramm (1982) relied on to see the traditional Malay literature as a means of mass communication.