HASHTAGS have become an integral part of how we market brands, products, movements, and ideologies today, thanks to social media. Even traditionalists have found it difficult to argue against their simplicity and effectiveness.
Similarly, like how one would view the form and function of flags (in the way that flags distinguish the consensus of the people behind them), hashtags have become an extraordinary campaigning tool, even in politics, to thrive in the language of the day.
Anyone sharing content on a relevant topic can add this ‘new-age label’ to their message, whether it is to express sentiments or simply connect with an emotional outlet.
There is so much more than meets the eye when it comes to hashtag use.
We found ourselves on the first floor of the Yan Keng Benevolent Dramatic Association along Jalan Sultan, not too far away from the central trade of Petaling Street. Before us was a production crew, on the set of a commercial shoot, working hard to wrap up works for the campaign.
The goal was to raise awareness and preserve a tradition that is at risk of being forgotten. This was the message shared by a representative to the media present.
Eyes on the art
Present at the shoot was Choi Yam Heong, 86, who attended as TVC Keluarga Malaysia’s make-up and a wardrobe consultant.
Being born into a family that has a keen interest in opera performances, Choi who goes by her stage name ‘Elizabeth’, is also is known as the ‘Prima Donna’ in the Malaysian Chinese Opera scene.
She has been in the industry for as long as she could remember and is still teaching young students whenever there is interest.
“I am from Seremban, Negri Sembilan. My parents and sisters showed me the way by teaching the ways of the (Chinese) opera. At 17, my father took me to Hong Kong to groom myself further in the art form and I have no regrets following the decision.
“I don’t have biological children, and my adopted child is not interested in the practice so I don't necessarily have anyone to continue the interest down except for the young people that I teach.
“Being part of this project is exciting as I could see many people still interested to know more about the practice.
“I just hope that the knowledge I share is able to enlighten many,” she added.
“Art has always been a valuable way to reach out to the Malaysian audience. It is ingrained in our lifestyle either directly or indirectly and largely represents our identity,” shared Faisal Rais, who is the chief creative officer and art director overseeing the day’s activity.
“In the context of culture and heritage, it’s a common sight to see the Chinese opera (Xiqu) and other traditional musical theatres (i.e. wayang kulit) performed.
“Growing up in Batu Pahat, there are a lot of pop-ups like operas in the neighboring villages of where I lived. Of course, it is more visible during celebratory periods.
“So, having this project inspired by the art is somewhat a tribute to the sentimental value that traditions in Malaysia carry,” he added.
What is the goal?
“Today, many performing arts of age-old traditions are competing against the entertainment consumptions and viewing behaviors of TikTok, Netflix and YouTube.
“We know that change is unavoidable but our objective is to introduce heritage to the new (generation) and remind the old of its glory, taking the coming festivities as an opportune time to do so,” shared Sidiqin Omar.
However, the 39-year-old scriptwriter shared that the messaging is not just about promoting the art, but also about understanding the motivations.
“The premise of the story centers on unity. It follows a girl striving to continue a legacy, and how a group of individuals coming together to solve a particular conflict.
“On the surface, it may look like it’s just solving one person’s problem but indirectly it highlights the true spirit of community belonging, that is essentially what kinship is all about – this can actually extend beyond a person’s background,” expressed Sidiqin.
Being made aware of the evaluative dialogue surrounding the #KeluargaMalaysia arm and his participation in it (being part of the team assigned to work on the commercial project), the scriptwriter said: “On the context of us as a nation, no matter the differences, we must help each other.
“Inclusivity, common ground, and contentment – these are the key pillars that we are at least trying to highlight.
“In any dispute, we have to be able to discuss the problems together to come to a solution. In doing so, there must also be a way for us to be humble enough to shoulder the views of others even if they may not align.
“Personally, I see differences in opinions not as a disaster, but as an attempt to gain wisdom instead,” he added. – The Vibes, January 30, 2022
