KUALA LUMPUR – Industry experts have urged those intending to produce videos on racial harmony and carrying other positive messages to first engage with the communities concerned to ensure racial “mishaps” do not occur.
The recommendation follows a Merdeka-themed video that recently made waves for the wrong reasons.
The video, titled “Mak, Dah Siap!” and produced by Muslim civil group Pertubuhan Ikram Malaysia – which has since issued an apology – contains racial slurs.
Ikram, which has removed the video from all of its social media platforms, said its intention was to reveal the reality that racial stereotypes are being perpetuated among children, and this should not be encouraged by parents.
Creative Communications agency Be Strategic Sdn Bhd chief strategist Ashvin Anamalai said the solution not only lies with stakeholder responsibility to address these important issues in a meaningful way, but by a complete re-evaluation of internal processes, with collaborative input from diverse perspectives.
“These are positive steps that all brands, corporations, and people can take to be hyper-aware in this modern landscape.
“As with all communications campaigns, planning is key. It can be agreed that the intention of the video was to encourage unity – timely, coming on the heels of a political transition, and in anticipation of Hari Merdeka’s positive celebrations.
“Brands are responsible for diversity and inclusion exercises to ensure that their content is executed with input.
“It is essential for all communicators to ensure their brands have multiple internal review processes when producing content, to ensure that messages that miss the mark – despite having good intentions – are caught before they reach the public.”
He stressed that despite Ikram’s stated good intentions, there is never a “good” time to use derogatory terms in any public message.
This unintentional, but deeply disturbing video stems from something all too familiar: a lack of responsibility in seeking diverse counsel, a lack of knowledge on identity and race, and a misplaced confidence to publicly share opinions on the subject.”
Sharing similar sentiments is Ellipsis Asia Sdn Bhd CEO and creative director Jasmin Omar, who said the video fails to encompass the spirit of patriotism and Merdeka.
“Racial slurs and stereotypes on certain ethnic groups in Malaysia are not parallel to Merdeka month.
“The message and theme of the commercial were designed to give a positive message, but the delivery lacks clarity.
“While there might not be ill intentions behind the production of the commercial, its planning and execution failed through a lack of consideration, judgment, and education.”
With Malaysians deeply distressed by the circumstances brought on by the Covid-19 pandemic and the goings-on in local politics, he said, the Ikram video should have focused on the importance of staying resilient, hopeful, and united.
Rather than focusing on individual races and ethnicities, we should always primarily identify ourselves as Malaysians. It is the purpose of this celebration; the fight for Malaysia and its citizens.”
He said the video lacks proper narration, preventing the audience from accessing its intended message.
“While the intention might have been to set a realistic message on the racial stereotypes that exist in Malaysia, it failed to deliver a positive impact. Instead, it left an insensitive impact. As for the Merdeka theme, it was inappropriate and defied the cause of the celebration.”
Asked whether those behind the video should reshoot it with a better, more meaningful ending, Jasmin agreed.
Yes, the responsible parties should propose a reshoot. It is important to acknowledge and understand the root of the problem and rectify it. By doing so, the commercial would get the ending it deserves, and the message that we learn from our mistakes is also delivered.”
The video shows a Malay father speaking about Chinese and Indians in a stereotypical and derogatory manner, in the presence of his wife and son.
After the father describes Indians as “always fighting” and Chinese as “Cina Bukit” (bumpkins) who are “always drink-driving”, the son, upon completing his homework, shows his mother a drawing of a Malay, Chinese, and Indian with the Jalur Gemilang in the background.
Scribbled underneath the Chinese and Indian figures are remarks similar to what the father had uttered.
The video ends with the boy saying: “I was not born racist, but I was taught (to be one).”
A disclaimer – “The racist words in this video are for filming purposes only, and should not be practised at all” – is seen throughout the duration of the clip. – The Vibes, August 26, 2021
