Staff Directory


Aida Binti Mokhtar

Academic Qualification

  • Communication - Doctor of Philosophy, University of Stirling
  • Marketing Communication - Masters Degree, University of Canberra
  • English Language and Literature - Bachelor Degree, International Islamic University Malaysia

Aida Binti Mokhtar (Assoc. Prof. Dr.)

Associate Professor
IIUM Gombak Campus

KULLIYYAH OF ISLAMIC REVEALED KNOWLEDGE AND HUMAN SCIENCES

Other's position:

Coordinator, Office of the Deputy Rector (Student Development & Community Engagement)


aidam@iium.edu.my
5113


Expert Profile


Aida Mokhtar has been working with the Department of Communication, Kulliyyah of Islamic Revealed Knowledge and Human Sciences (KIRKHS) of the International Islamic University Malaysia (IIUM) since 1997. She was the best student of her programme in the IIUM Matriculation Centre. She obtained her Master's in Marketing Communication from University of Canberra, Australia and her PhD in Advertising from University of Stirling, UK. She conducted her PhD research study on PETRONAS corporate television advertisements and interviewed the late Creative Director, Ms. Yasmin Ahmad. Her research areas of interest are: Islamic advertising, advertising regulations, integrated marketing communication and social communication.

She is currently an Associate Professor in the Department and the Coordinator of the IIUM Disability Services Unit (DSU), Office of Deputy Rector (Student Development and Community Engagement), IIUM. She founded the IIUM Special Parents Group in 2018. It is a support group for IIUM employees who have children with disabilities. She was the Deputy Director of the IIUM Corporate Communication Division in 2013. 

She has written several book chapters and journal articles. She is currently editing a book on Advertising in Malaysia. She had presented in several national and international seminars and conferences on Islamic advertising and marketing communication. She is a member of the Islamic Entertainment cluster under the Futures Studies 2077 initative in IIUM. She was the Chairperson for the first International Seminar on Islamic Advertising 2014 (ISIA2014) organised by Kulliyyah of Islamic Revealed Knowledge and Human Sciences (KIRKHS), IIUM. This was part of her efforts in developing the discipline of Islamic advertising in relation to Malaysia’s positioning as the Global Halal Hub. Assoc. Prof. Dr. Aida was also the Chairperson for ISIA 2016 and the Seminar of Islamic Advertising and Marketing Communication 2019. She was the organising committees for several other university events. 

Aida is also a member of the American Academy of Advertising, an Associate Member of Communications and Multimedia Content Forum of Malaysia (CMCF) and a life time member of Persatuan Pendidik Komunikasi. She was appointed Committe Member for the Global and Multicultural committee member in early 2021 by the American Academy of Advertising which focuses on promoting and facilitating the academy's role 'as a leading forum for sharing knowledge about scholarship, education and practice in international advertising. Responsibilities include helping with international relationships, updating the GMC website, working with the membership to provide a forum for domestic/international research and teaching collaborations' (AAA, 2021).

She was Chairperson of the Speeches and Publications committee for several IIUM convocation events, an Editorial Board member for the IIUM News Bulletin, a judge for the Perdana Leadership Foundation impromptu speech competition and writing competition. Formerly a KIRKHS Postgraduate Thesis Committee member, Head of the Education Bureau for IIUM PUSPANITA, Coordinator of the Postgraduate Committee in the Department of Communication and Advisor for the Postgraduate Students’ Society in KIRKHS.


Area of Specialisation


  • Social Science ~ Social Science ~ Media and Communications ~ Advertising (Including Globalisation) - social advertising, Islamic advertising, advertising regulations, IMC


Professional Membership


  • 2011 - 2011: Member of Profesional Body / Association: (Member), Moral Panics Studies Research Network
  • 2013 - 2013: Member of Profesional Body / Association: (Member), American Academy of Advertising
  • 2014 - 2014: Member of Profesional Body / Association: (Member), International Communication Association
  • 2014 - 2014: Member of Profesional Body / Association: (Member), American Academy of Advertising
  • 2015 - 2015: Member of Profesional Body / Association: (Member), American Academy of Advertising
  • 2015 - 2015: Member of Profesional Body / Association: (Member), International Islamic Marketing Association
  • 2015 - 2015: Member of Profesional Body / Association: (Member), International Communication Association
  • 2016 - 2016: Member of Profesional Body / Association: (Member), American Academy of Advertising
  • 2016 - 2016: Member of Profesional Body / Association: (Member), International Communication Association
  • 2017 - 2017: Member of Profesional Body / Association: (Member), American Academy of Advertising
  • 2018 - 2018: Member of Profesional Body / Association: (Member), American Academy of Advertising
  • 2019 - 2019: Member of Profesional Body / Association: (Member), American Academy of Advertising
  • 2019: Member of Profesional Body / Association: (Associate member), Communications and Multimedia Content Forum Malaysia
  • 2020 - 2020: Member of Profesional Body / Association: (Member), American Academy of Advertising
  • 2020: Member of Profesional Body / Association: (Persatuan Pendidik Komunikasi - Life Time Member), Persatuan Pendidik Komunikasi Malaysia
  • 2021 - 2021: Member of Profesional Body / Association: (Member), American Academy of Advertising
  • 2021 - 2021: Member of Profesional Body / Association: (Associate Member - Communications and Multimedia Content Form), Communications And Multimedia Content Forum Of Malaysia


Teaching Responsibilities


ADVANCED COMMUNICATION THEORY 2021/2022
ADVANCED INTEGRATED MARKETING COMMUNICATION 2019/2020 2017/2018
ADVERTISING : PRINCIPLES AND PRACTICE 1996/1997 1993/1994 1999/2000 1994/1995
ADVERTISING : PRINCIPLES AND PRACTICES 2000/2001
ADVERTISING: PRINCIPLES AND PRACTICES 2000/2001 2002/2003 2013/2014 2001/2002 2014/2015 2011/2012 2017/2018 2004/2005 2016/2017 2012/2013 2018/2019 2015/2016 2003/2004
CORPORATE WRITING 2020/2021
FINAL YEAR PROJECT I 2020/2021 2019/2020
FINAL YEAR PROJECT II 2020/2021 2019/2020
INTEGRATED MARKETING COMMUNICATION 2019/2020 2021/2022 2018/2019 2020/2021
INTER-CULTURAL COMMUNICATION 2002/2003
INTERCULTURAL COMMUNICATION 2012/2013
INTRODUCTION TO COMMUNICATION 2018/2019
INTRODUCTION TO MASS COMMUNICATION 2013/2014 2004/2005 2015/2016 2003/2004 2014/2015 2016/2017 2011/2012
MARKETING COMMUNICATION 2016/2017 2014/2015 2013/2014
PROFESSIONAL SPEECH COMMUNICATION 2004/2005 2011/2012 2003/2004 2001/2002 2019/2020 2002/2003 2017/2018 2016/2017 2014/2015 2020/2021 1999/2000 2021/2022 2000/2001 2012/2013 2015/2016 2013/2014
REPORTING & WRITING FOR MASS MEDIA I 1999/2000
RESEARCH PAPER II 2015/2016
WRITTEN COMMUNICATION FOR ORGANIZATION 2017/2018 2011/2012 2013/2014 2012/2013 2018/2019 2014/2015 2016/2017 2015/2016


Research Projects


Completed
2017 - 2019 Public Perceptions Towards Current Issues and Government Policies
2015 - 2019 Novel Islamic Framework for Television Advertising of Halal Products in Muslim Countries
2014 - 2017 Advertising in Islam from an Academic Viewpoint
2011 - 2013 Television Advertising and Self-Censorship in Malaysia
On-Going
2021 - Present ADVERTISING AND MAQASID SHARIAH: THE APPLICATION OF MAQASID SHARIAH PRINCIPLES IN ADVERTISING PRODUCTION
2021 - Present Empowering the community through sustainable health: An applied theory of Maqasid al-Shari?ah
2020 - Present Advertising: The Malaysian Perspective
2019 - Present Examining the news framing effect of ideological narratives on radicalisation.
- Proposed consultancy for NAZA Motors


Publications


Article

2021 Social media and Islamic ethics: an insight to instagram use by Muslim university students in Malaysia. Intellectual Discourse, 29 (1) pp. 175-206
2020 The identification of cultural symbols in Maybank advertisements by malay university students. Asia Journal of Applied Communication, 9 (1) pp. 307-326
2019 Advertisements shape our social reality: a study of apple advertisements on promoting PWDs and inclusion. Intellectual Discourse, 27 (Special Issue 2) pp. 855-888
2019 Empowerment through advertisements: the social responsible role of depicting images of special needs for normalcy. International Journal for Studies on Children, Women, Elderly And Disabled, 6 () pp. 86-94
2019 Islamic and Western ethics in advertising. IIUM Journal of Human Sciences, 1 (2) pp. 1-9
2019 The advertising practitioner and the imbuement of Al-Ghazali’s Islamic ethics Framework. Forum Komunikasi, 14 (1) pp. 1-22
2018 The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building. Malaysian Journal of Communication, 34 (3) pp. 150-176
2018 Uses and gratifications perspective on media use by refugees from Myanmar and Pakistan in Malaysia. Al-Shajarah, Special Issue (Special Issue : Migration and Refugee Studies) pp. 51-105
2017 Facebook and its uses and gratifications: a study of Palestinian students at a Public University in Malaysia. Forum Komunikasi, 12 (1) pp. 71-103
2017 Political communication through a qualitative lens. e-Bangi, 1 (Special Issue 1 (October, 2017) -Methodology In Electoral And Media Studies: Issues And Challenges) pp. 34-48
2016 A framework for Islamic advertising: using Lavidge and Steiner's hierarchy of effects model. Intellectual Discourse, 24 (2) pp. 273-294
Conference or Workshop Item

2021 BRANDS AND DISABILITY INCLUSION: AN INSIGHT TO THE NEW NORMAL. In: Putrajaya International Conference On Children, Women, Elderly And Persons with Disabilities,
2021 Islamic IMC & the new norm. In: INHART Halal & Toyyib Webinar Series 3/2021,
2021 The moderating role of gender on the effect of Instagram advertising on university students in Malaysia using AIDA model. In: Virtual International Halal Science Conference 21: "Enhancing and Strengthening Halal Industry through Science",
2020 Muslim thoughts on Islamic advertising: the OIC perspective. In: WAPOR (World Association for Public Opinion Research ) Asia 3rd Annual Conference,
2019 Advertising and promotion: an Islamic perspective. In: INHART Seminar Series: Advertising and Promotion: An Islamic Perspective,
2019 Empowerment through advertisements: the social responsible role of depicting images of special needs for normalcy. In: 7th Putrajaya International Conference on Children, Women, Elderly and Persons with Disabilities 2019 (PiCCWED7),
2019 Islamic and Western ethics in communication. In: Communication Research Seminar 2019 (CORENA2019),
2019 The imbuement of cultural elements in television advertisements: an Islamic perspective. In: Muslims in Creative Media Industries (MiCMI 2019),
2018 Advertisements as shapers of social reality: a study of apple advertisements and their depiction of technology use for empowering people with special needs. In: The 5th Putrajaya International Conference On Children, Women, Elderly And People With Disabilities 2018,
2018 Fairclough's Critical Discourse Analysis (CDA) of television advertising production in selected OIC countries. In: IAFOR International Conference on Global Studies (GLOBAL2018),,
2018 Fairclough's critical discourse analysis of television advertising production in selected OIC countries. In: The IAFOR International Conference on the City The IAFOR International Conference on Global Studies,
2018 Integrated marketing communication: an insight into its evolution. In: ICA Regional Conference 2018:“Media Transformation: Shifting Paradigms & Global Challenges”,
2018 Social media, Islam and ethics: a study of instagram use by students of a public university in Malaysia. In: International Conference On “Religion, Culture And Governance In The Contemporary World” (ICRCG2018),
2017 A comparative case study of refugees from Myanmar and Pakistan and their media use in Malaysia: a uses and gratifications perspective. In: International Conference on Forced Migration and Refugee Studies: Issues and Shifting Paradigms (ICMR 2017),
2017 A uses and gratifications perspective on media use by refugees from Myanmar and Pakistan in Malaysia. In: International Conference on Forced Migration and Refugee Studies: Issues and Shifting Paradigms (ICMR 2017),
2017 An examination of television advertising production in selected OIC countries using a hierarchy of influences model. In: 8th Global Islamic Marketing Conference 2017,
2017 Muslim culture and marketing communication. In: Marketing Culture and Marketing Communication,
2017 Social media, youths and ethics. In: OIC Cultural Week: Global Cultural Program and Value Based leadership Training: Youth Cultural Empowerment Program,
2017 Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance for nation building. In: MediAsia2017,
2017 The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model. In: 8th Global Islamic Marketing Conference 2017,
2016 Advertisements as reflections of ideals:Shari’ah-compliant advertisements for the Muslim target audience. In: International Seminar on Islamic Advertising 2016 (ISIA2016),
2015 Islam and advertising: the ideal stakeholder perspective. In: 1st International Conference on Innovative Communication and Sustainable Development in ASEAN,
2015 The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia. In: 2nd International Corporate and Marketing Communication in Asia Conference (ICMCAC),
2015 The lavidge and steiner hierarchy of effects model for advertising: a framework of Islamic advertising. In: 6th Global Islamic Marketing Conference,
2014 Islamic advertising: celebrating perfect moral vision. In: i-COME’14,
2014 Islamic Advertising: the Academic Viewpoint. In: International Seminar on Islamic Advertising 2014,
2013 A semiotic analysis of print advertisements in the Malaysian General Elections 2013 Campaign. In: International GE 13 Seminar,
2012 A multiple stakeholder perspective of the television advertising production process in Malaysia. In: International Conference on Communication and Media 2012 (i-COME12),
2012 A semiotic analysis of ‘individualism’ and ‘collectivism’: the Global Bersih 3.0 website. In: Seminar on Youth, Media and Politics: New Identity 2012,
2011 Narratives of Malaysian identity: the Petronas television commercials of Yasmin Ahmad. In: Film and Media 2011: First Annual London Film and Media Conference,
2011 The ‘Moral Panics’ behind television advertising regulation in Malaysia. In: Seminar on New Media and Islamic Issues: Challenges and Opportunities,
2011 The role of communication in Nation Building: television advertising and acceptance in Malaysia. In: International Conference on Media and Communication Mention 2011: Communication and Transformation-progress and Paradox,
2010 The ‘moral panics’ behind television advertising regulations in Malaysia. In: Moral Panics in the Contemporary World Conference 2010,
Book

2015 Youths media and politics: a new identity. UNIMAP, ISBN: 978-967-0922-07-2
Book Section

2019 Embracing with love. In: Seri Kembangan, Selangor, ISBN: 978-983-2423-70-6, pp. 177-191
2017 A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia. In: Routledge, ISBN: 9781138908307, pp. 165-178
2015 A semiotic analysis of ‘Individualism’ and ‘Collectivism’: The Global Bersih 3.0 Website. In: UNIMAP, ISBN: 978-967-0922-07-2, pp. 29-41
2015 The young Malaysian voter. In: Penerbit Universiti Malaysia Perlis, ISBN: 978-967-0922-07-2, pp. 1-25
2015 The young Malaysian voter. In: Penerbit Universiti Malaysia Perlis, ISBN: 978-967-0922-07-2, pp. 1-25
2011 The 'moral panics' behind television advertising regulation in Malaysia. In: IIUM Press, ISBN: 9789674181796, pp. 167-178
2011 The 'moral panics' behind television advertising regulations in Malaysia. In: IIUM Press, ISBN: 9789674181796, pp. 167-178