Researcher Profile: Ira Diana Yusof
The global mediation of football: television, branding and the English Premier League in Malaysia.
My research focuses on the appeal of the television broadcasting of English Premier League for football fans in Malaysia, the key role of media practitioners and related industries in contemporary football, and the relation between globalisation, media, sport and fandom. Due to the rise of communications technology in recent years, Malaysian fans of the English Premier League have unprecedented access to their favourite teams and players regardless of geographic location. Such developments have led to the emergence of brand association in Malaysian corporate organisations like Air Asia and Celcom (telecommunications) to associate their brands with English Premier League clubs as part of their effort to address declining commercial success and reputation (as in debts and re-branding agenda). This research also considers the historic (imperial) development of football in pre-independence Malaya, before looking at the social gatherings of contemporary fans, and the relationship between the globalisation of football and media.
Image: Ira Yusof at Manchester United Football Club. Image by Ceyiz Makal