Abstract

Global communication is widely perceived as an instrument to disseminate Western values in the developing world. The “Wheel of Fortune” and “Who Wants to be a Millionnaire” licensed to Malaysian Television stations, though the language and the word puzzles were localised, carried the same format of the original show. They promote consumerism, gambling and the images of usury, the style of wealth accumulation forbidden in Islam. For the Malaysian audience whose priorities are those of contentment, modesty and humility, such emphasis on material desires breeds internal contradictions that may lead the audience to succumb to the new Western values.