Analyse the roles play by the private radio stations in Malaysia in promoting awareness on

Child & Abuse issue among the society

CHAN HOOI LING (UFA170090)

ATHEEQA ARTINI BINTI AZMI (UFA170091)

NUR AQILAH BINTI ZAINAL ABIDIN (UFA170073)

ANNA MARIA A/P LAWRENCE (UFA170060)

Thinking and Communications Skills (DEWU 1101)

Universiti Malaya

NOVEMBER 2017

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Tables of contents

1.0 Introduction
Introduction of child abuse..2-3

2.0 Roles play by Radio Station Malaysia

Introduction.........................4
Advertisement space.......................5
Website.......................5
Partnership between UNCEF Malaysia..6
Steering Committee........................6
Songs that promote awareness to the society about child abuse7
Public Service Announcements..8

3.0 Conclusion
Conclusion..9

4.0 References
References.10

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Introduction

Child abuse has been defined as an act, or failure to act on the part of a parent or caretaker that results
in the death, serious physical or emotional harm to a child. Child abuse can cause harm to a child
because of any action by another person. This issue has become a national widespread that needing
immediate attention. There are four major types of child abuse, sexual abuse, physical abuse,
emotional abuse and neglect of a child, especially by a parent or relatives. An abused child will often
experience more than one type of abuse and also other difficulties in their lives. These may cause
significant harm to the child.

Sexual abuse is when a child is forced to take part in sexual activities. There are two types of
child sexual abuse. These are called contact abuse and non-contact abuse. Contact abuse is that abuser
makes physical contact with a child including penetration. The example of contact abuse includes
penetration by putting body part or others object inside a child mouth or vagina. Other than that, non-
contact abuse includes non-touching activities, like exploitation, grooming, and convincing children
to perform sexual acts over the internet and flashing. The example of non-contact abuse includes
asking a child to watch sexual acts and showing pornography to a child. Secondly, physical abuse is
purposely hurting a child causing injuries like broken bones or cuts. Examples of physically abused
include being hit, slapped and kicked. Thirdly, emotional abuse is the continuous maltreatment of a
child. It also called psychological abuse which can seriously damage a childs mental health.
Examples of emotional abuse include purposely trying to scare a child, ignoring and isolating them.
Lastly, child neglect is the continuous failure to fulfil a childs basic needs and is the most common
form of child abuse. There are four types of neglect which includes physical neglect, educational
neglect, emotional neglect, and medical neglect. Physical neglect mean that failing to provide for
childs basic needs such as food and clothing. Besides, educational neglect is failing to ensure a child
being educated. Then, emotional neglect is failing to meet childs need for nurture by ignoring or
isolating them. Lastly, medical neglect is failing to provide suitable health care or ignoring medical
recommendations for children.

Cases of abuse include, beaten, abandonment, and baby dumping nowadays have become a
serious trend as it represent the sick state of our society. An exponential increment of child abuse
cases as reported by national statistic is far from reaching a high state. Data collected by many
departments can show the steady rise of total reported cases. The cases reported are often confusing
and cases reported are just a small part. Many cases are hidden from the public and we cannot take
action about that.

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 Solving the problem and directing the cases is not the final answer to reducing these cases
happened. Usually it is reported after tragedy happened so we cannot take action before the sad cases
happened. Especially when the abuser is a family member the silence goes on for a long time. Even
there is a suspicion with relative or neighbours they will afraid to involve in these cases. Furthermore,
childrens complaints always been taking as unimportant or untrusted, this is the reason for increasing
of cases child abuse.

Child protection is an important issue for us to take responsible. The purpose of child
protection is to ensure the safety of children and they can live in a comfortable environment. We
should try our best to protect them from harm and reduce the cases of child abuse. Many people will
take these cases as unserious because they cannot fully understand the severity of child abuse cases.
Between that, many people dont know what should do and what action should be taken if they
witness these cases happened. They will afraid and worry about self-safety and in the end they have
simply chosen to ignore.

In nowadays society, social media plays an important role to spread the awareness and news.
Media is one of the most widely acknowledged ways to reach teenagers. Such as radio stations can
help them discover the world they live in, and to find out about their responsibilities and rights. Since
we are listening to radio every day, so here is a question- what are the roles play by the private radio
stations in Malaysia in promoting awareness on child and abuse issue among the society.

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THE ROLES PLAY BY PRIVATE RADIO STATIONS AT MALAYSIA IN PROMOTING
AWARENESS ON CHILD AND ABUSE ISSUE AMONG SOCIETY

Mass media present the opportunity to communicate to large numbers of people and to target
particular groups of people. As observed by Gamble and Gamble (1999: 478), mass communication is
significantly different from other forms of communication. They note that mass communication has
the capacity to reach 'simultaneously' many thousands of people who are not related to the sender. It
depends on 'technical devices' or 'machines' to quickly distribute messages to diverse audiences often
unknown to each other. It is accessible to many people, but may be avoided. It is orchestrated by
specialists whose intent is to persuade potential audiences of the benefits of their attention.

For our team, we used private radio station as the main mass media communication to spread the
reports and the security measures for all children Malaysia. However, this power of the media to
positively influence children's attitudes and behaviours may be used to impact positively on the lives
of children. The constructive use radio station can assist in teaching children and young people
socially desirable ways of dealing with conflict, knowledge of their rights to integrity and protection
from harm, and lifestyles, and ways to assert themselves and their rights in a positive, acceptable
manner.

The survey results released by the Social Welfare Department (JKM) support this statement when
they find that the victim is often committed by his own family members. It is very sad that the media
reported on cases of abuse that could be likened to a sensation of slogans in every society. The
question is why it still happens even though the country has implemented the Child Protection Act
since 1991.

Of course many still remember the case of a child abuse by B. Balasundram who was 26 months old
abused by his own family members. Similarly, the story of Safiah Humairah Sahari, 3, who died after
being kicked and abused by her mother's boyfriend in Batang Kali, Selangor, was shortly before.

The fresh news in 2017 is about the child have been chained on the gas barrel, 8 Oct 2017 at Kuantan.
The 10-year-old victim wears a pair of pants with her neck tied to a green gas bar using an iron chain
and a padlock. Understandably, the unfortunate child was not on school yesterday and his father who
failed to temper, believed to be acting out of bounds by punishing his son that is.-Astro Awani

The impact of radio station media campaigns on the lives of victims is sometimes reported in radio
station media stories. In the every morning news report by DJ, theres usually almost every month
without missed have the report about child abuse in Malaysia.

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The so-called stories have opened the eyes of the public that child abuse crimes are not something that
can be taken lightly.

As below, there are the roles play that can be played by private radio stations at Malaysia in
promoting awareness on child & abuse issue among society:

Advertisement space:

The radio stations by Star Radio Group advertise one game, Child Abuse Prevention by GameiMake.
This game is available at Google Play. In this Child Abuse Prevention game kids will learn all the
safety tips to the situations they see. They included lots of learning lessons like what parent need to do,
how to stop stranger, know abuse signs, what is child abuse, a difference between good touch and bad
touch, how to react when anyone touches your private body parts and much more. In this kids safety
game and you can learn the name of all the body parts and also learn which private parts are. This
safety game for kid designed focus to all parents will bring kids to a unique learning experience.

Advertisement space: Announcement of public service - Animations / Cartoons.

The following animated video representing the Article 19 of the Children's Rights Convention. This
30 second broadcast has no conversation, to make sure the message reaches everyone, regardless of
language. Media Prima Berhad had collaborated with UNICEF to put this advertisement in the
advertisement space for kids to watch this on YouTube. In this era, usually kids will provide an I-pad
or their parents hand phone for them to watch YouTube so that they could not walking around at
shopping mall or any outdoor place.

Build a website regarding the Child & Abuse campaign on radio stations.

This is the examples of campaign that have been built in radio station Malaysia:

The 'Championing Children' campaign is a pure initiative of the Star Radio Group to raise awareness
of child abuse and provide opportunities for the community to learn more about child abuse. The
campaign, which runs on Red FM, 988, Suria FM and Capital FM radio stations, is presented in three
languages. Listeners can get information on various types of abuse, signs of abuse and assistance via
the website. The Championing Children campaign is an effort to educate the public on child abuse
and its importance to ensure the safety of our children," said Star Radio Group Chief Operating
Officer, Kudsia Kahar (2014).

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Build a partnership between United Nations Childrens Fund (UNICEF) Malaysia with radio station
to gain fund.

UNICEF Representative to Malaysia and Special Representative to Brunei Mr.Youssouf Oomar

welcomed the media partnership which comes into effect at an important time, the 20th Anniversary
of the Convention on the Rights of the Child which falls on 20 November this year.

The media has an invaluable role to play to protect children and young people as well as to inspire
them to be responsible and active citizens of their communities, said Mr.Youssouf. Radio
particularly, for its inventiveness and creativity, continues to have a special place in the lives of young
people across the world.

Revolutionised by new technology and innovation, radio content today is accessible to youth and
children not just through transistors, but also online via the internet, through TV, on mobile phones, in
our cars and busses. All it takes is a tune of a dial or a click of a button and children and young people
can be entertained, informed and inspired, 24 hours a day, wherever they may be.

Become the Steering Committee between Media Prima Berhad and 999Childline Malaysia.

Working together to change Malaysian public perceptions and attitudes towards children as valuable
citizens and that child protection is everyones responsibility.

Media Prima Berhad collaborates with 999Childline Malaysia to help in publicity and promotions.
Mass public awareness and education campaigns, using radio, TV and other media on specific issues
such as bullying and child abuse.

Media Prima Berhad allocates radio time for periodic announcements of 999Childline, especially after
school hours.

This source of media massa also include 999Childline banner in mp websites and web pages that are
targeted to teens.

Media Prima Berhad had brought 999Childline contact & help message to ground events such as Jom
Heboh.

They also provide talk show opportunities to 999Childline Malaysia's stable of child experts and child
- based NGOs.

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SONGS THAT PROMOTE AWARENESS TO THE SOCIETY ABOUT CHILD ABUSE

The goal of child abuse prevention is simple to stop child abuse and neglect from happening in the
first place, gaining medias attention is an effective way to raise the awareness during child abuse
prevention month and throughout the year .As we all know that children as well as adolescent listens
to songs most of the time, hence the private radio stations, for instance FLY.FM, HOT FM and
etc. plays an important role in playing songs that involves family and love .The radio station FLY.FM
have played the song called where is the love sang by the band called Black Eyed Peas

People killin, people dyin

Children hurt and you

Hear them crying

Can you practice what you preach

And would you turn the other cheek

Father, father, father

Help us send some guidance from above

Cause people got me questionin

Where is the love

The verse of the song above indicates that children need help and there should be someone to show
love to them. By doing so, the tendency for child abuse to occur in Malaysia will be low. Not only
that, by listening to songs that has moral values it can also build a strong relationship between
children and their parents. At the same time prevention efforts help parents develop their parenting
skills, understand the benefits of nonviolent discipline techniques, and understand and meet their
childs emotional, physical, and developmental needs.

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PUBLIC SERVICE ANNOUNCEMENTS

PUBLIC SERVICE ANNOUNCEMENTS (PSA) reach out to the community to educate, alert and
encourage. Producers of PSAs often administrators, advertisers or the broadcasters themselves, first
come together to decide what the PSA should support. Topics selected are relevant to the general
public or current events, like child abuse. After deciding the message its time to gather the
facts .Statistics, references and the most current information will build a strong PSA that hews as
close as close to the truth as possible and it is the most useful to people listening. Who the message is
aimed at is just as important as what it is. Its crucial to understand how to best communicate with
these people, the messages audience so that they listen and act. Depending on the message, a 30-
second PSA will require 5-7 concise points. Writers take care to use accurate and up-to date
information that strengthens the PSAs credibility.

According to the research in 2009 two AMP radio stations, hitz.fm and XFM support UNICEFs tune
in to me campaign to give children opportunity to express their thoughts and feelings on air.

Besides that, fly.fm, hot.fm and one.fm partnered with UNICEF in 2008 and 2009 to produce and air
public service announcements spotlighting issues which is child abuse

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CONCLUSION

In conclusion and based on the research, children that grow up with substance abuse parents
experience a slew of behavioural, emotional, and physical consequences as a result of their parents
substance abuse. The children are affected by the parents actions, behavioural, choices, and decision
in many more ways than one the children are neglected, abused emotionally and physically, and can
result in many behavioural problems, including the use and abuse of substances later in their lives.

In the same sense, the parents who are substance abuser usually come from the parents who are
substance abuser as well, which is why it is extremely important and crucial for these children to seek
help and treatment in order to break the vicious cycle.

Society should instil pure values in everyday life as well as practice healthy lifestyle. The community
should also have a high awareness of the outcome if it is involved with negative symptoms such as the
discharge of the baby due to the current relationship and do not despised by others until it finds a dead
end to remove the innocent baby everywhere. The community must engage with the beneficial
activities that have been. The community must engage with the beneficial activities that have been
organized by both the government and the private sector such as the Campaign on Combatting
Symptom of Infants.

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References

Zahilah Filzah, Fahisham Taib. June 2015 Child Abuse In Malaysia: A Neglected Child
Health Issue, accessed 13 Nov 2017
http://mjpch.com/index.php/mjpch/article/viewFile/365/239

Glaser D. Emotional abuse and neglect (psychological maltreatment): A conceptual

framework. Child Abuse & Neglect. 2002; 6: 697714.

Bernadette J. Saunders and Chris Goddard. June 2002 The role of mass media in facilitating
community education and child abuse prevention strategies, accessed 15 Nov 2017
https://aifs.gov.au/cfca/publications/role-mass-media-facilitating-community-education

Rohani Abdul Karim. October 2017 Child had been chained on the gas barrel, accessed 15
Nov 2017
https://mail.google.com/mail/u/0/#inbox/15fb9e5e6bf24bbc?projector=1

Editorial MH. July 2014 Championing Children Campaign: Red FM, Suria Fm, Capital FM,
988 FM, accessed 15 Nov 2017
http://www.karangkraf.com/hips/kempen-championing-children-beri-kesedaran-penderaan-
kanak-kanak-1.298385 , www.red.fm , www.suriafm.com.my , www.capitalfm.my ,
www.988.com.my

Indra Kumari Nadchatram. April 2009 UNICEF welcomes Media Prima Radio Networks
commitment to children and their rights, accessed 15 Nov 2017
https://www.unicef.org/malaysia/media_10533.html

GameiMake. August 2017 Child Abuse Prevention, accessed 16 Nov 2017

https://play.google.com/store/apps/details?id=com.gameimake.childabuseprevention

Media Prima accessed 17 Nov 2017

https://www.mediaprima.com.my/

Susan Orr. 2004 Child abuse prevention community resource packet, accessed 17 Nov 2017
< https://www.childwelfare.gov/pubPDFs/2004guide.pdf>

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