Faculties

Faculties

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Aida Binti Mokhtar
Assistant Professor

  • KULLIYYAH OF ISLAMIC REVEALED KNOWLEDGE AND HUMAN SCIENCES
  • IIUM Gombak Campus
  • aidam@iium.edu.my
  • 5113

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Aida Mokhtar has been working with the Department of Communication, Kulliyyah of Islamic Revealed Knowledge and Human Sciences of the International Islamic University Malaysia since 1997. She is currently an Assistant Professor in the department and the Coordinator of the IIUM Disability Services Unit (DSU). She was the Deputy Director of the IIUM Corporate Communication Division in 2013. She conducted her PhD research study on PETRONAS corporate television advertisements and interviewed the late Creative Director, Ms. Yasmin Ahmad. She has written some book chapters and papers for confer ... show more

  • Communication - Doctor of Philosophy, University of Stirling
  • Marketing Communication - Masters Degree, University of Canberra
  • English Language and Literature - Bachelor Degree, International Islamic University Malaysia
  • Social Science ~ Social Science ~ Media and Communications ~ Advertising (Including Globalisation) - social advertising, Islamic advertising, advertising regulations, IMC
  • 2019 - 2019 Member, American Academy of Advertising
  • 2018 - 2018 Member, American Academy of Advertising
  • 2019 - 2018 ,
  • 2017 - 2017 Member, American Academy of Advertising
  • 2017 - 2017 , IIUM
ADVANCED INTEGRATED MARKETING COMMUNICATION 2017/2018 2019/2020
ADVERTISING : PRINCIPLES AND PRACTICE 1993/1994 1994/1995 1996/1997 1999/2000
ADVERTISING : PRINCIPLES AND PRACTICES 2000/2001
ADVERTISING: PRINCIPLES AND PRACTICES 2000/2001 2001/2002 2002/2003 2003/2004 2004/2005 2011/2012 2012/2013 2013/2014 2014/2015 2015/2016 2016/2017 2017/2018 2018/2019
CORPORATE WRITING 2020/2021
FINAL YEAR PROJECT I 2019/2020 2020/2021
FINAL YEAR PROJECT II 2019/2020 2020/2021
INTEGRATED MARKETING COMMUNICATION 2018/2019 2019/2020 2020/2021
INTER-CULTURAL COMMUNICATION 2002/2003
INTERCULTURAL COMMUNICATION 2012/2013
INTRODUCTION TO COMMUNICATION 2018/2019
INTRODUCTION TO MASS COMMUNICATION 2003/2004 2004/2005 2011/2012 2013/2014 2014/2015 2015/2016 2016/2017
MARKETING COMMUNICATION 2013/2014 2014/2015 2016/2017
PROFESSIONAL SPEECH COMMUNICATION 1999/2000 2000/2001 2001/2002 2002/2003 2003/2004 2004/2005 2011/2012 2012/2013 2013/2014 2014/2015 2015/2016 2016/2017 2017/2018 2019/2020 2020/2021
REPORTING & WRITING FOR MASS MEDIA I 1999/2000
RESEARCH PAPER II 2015/2016
WRITTEN COMMUNICATION FOR ORGANIZATION 2011/2012 2012/2013 2013/2014 2014/2015 2015/2016 2016/2017 2017/2018 2018/2019
In Progress
2020 - Present Advertising: The Malaysian Perspective
2019 - Present Examining the news framing effect of ideological narratives on radicalisation.
2014 - Present Advertising in Islam from an Academic Viewpoint
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
Article
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
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
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
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
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
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
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

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)
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)
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)
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 of television advertising production in selected OIC countries. In: The IAFOR International Conference on the City The IAFOR International Conference on Global Studies
2018 Fairclough's Critical Discourse Analysis (CDA) of television advertising production in selected OIC countries. In: IAFOR International Conference on Global Studies (GLOBAL2018),
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 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 Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance for nation building. In: MediAsia2017
2017 Social media, youths and ethics. In: OIC Cultural Week: Global Cultural Program and Value Based leadership Training: Youth Cultural Empowerment Program
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 Muslim culture and marketing communication. In: Marketing Culture and Marketing Communication
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 The lavidge and steiner hierarchy of effects model for advertising: a framework of Islamic advertising. In: 6th Global Islamic Marketing Conference
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 Islam and advertising: the ideal stakeholder perspective. In: 1st International Conference on Innovative Communication and Sustainable Development in ASEAN
2014 Islamic Advertising: the Academic Viewpoint. In: International Seminar on Islamic Advertising 2014
2014 Islamic advertising: celebrating perfect moral vision. In: i-COME’14
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 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
2011 The ‘Moral Panics’ behind television advertising regulation in Malaysia. In: Seminar on New Media and Islamic Issues: Challenges and Opportunities
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: Tales of mothers 2: of love and courage 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 Handbook of Political Advertising Routledge . ISBN 9781138908307 , pp.165-178
2015 The young Malaysian voter. In: Youths, Media and Politics: A New Identity Penerbit Universiti Malaysia Perlis . ISBN 978-967-0922-07-2 , pp.1-25
2015 The young Malaysian voter. In: Youths, Media and Politics: A New Identity Penerbit Universiti Malaysia Perlis . ISBN 978-967-0922-07-2 , pp.1-25
2015 A semiotic analysis of ‘Individualism’ and ‘Collectivism’: The Global Bersih 3.0 Website. In: Youths, Media, Politics: A New Identity UNIMAP . ISBN 978-967-0922-07-2 , pp.29-41
2011 The 'moral panics' behind television advertising regulation in Malaysia. In: Paradigm shift on thought: Muslim women’s perspectives IIUM Press . ISBN 9789674181796 , pp.167-178