A review of the 2011 SEARCH Conference | Marketing graph

The SEARCH Conference (South East Asian Research Centre for Communication and Humanities) is a multidisciplinary conference whose aim is to bring together practitioners and researchers who are interested in humanity and communication specialities. Held between 28/05/2011 and 29/05/2011, experts in these fields were challenged to introduce and discuss various directions and perspectives in the area of New Media Effects. Organizers of the conference welcomed individuals from different fields and disciplines which relate to the study of humanity and communications to submit papers on various topics. The SEARCH conference held in 2011 featured incredible and insightful speakers drawn from various regions globally. Individuals who participated in the conference got a rare opportunity of acquitting themselves with up-to-date researchin communication and humanity.

Moreover, special focus was directed towards the influences of the new media to the current and future generations. The main topic that resonated during the entire event revolved around social media. However, it is important to note that apart from this topic, there were several sub themes that were covered in the conference. The sub-topics can be divided into six major categories. They include new media governance,ethical issues, creative industries and knowledge economy,thenew media effects on marketing communication; and e-governance, democracy, governance and economics. Dr. Benedict P. Agulto kicked off the event in style with his interactive slides which set the stage for the next presentations. The conference experienced a number of divergent views and there were two plenary sessions which seemed to oppose each other.

The first one was by Prof. Lee from the Murdoch University whose topic covered issues such as governance and regulations of social networks such as Facebook. He presented a number of rogue incidents which are increasingly taking place in social media such as cyber-stalking. He called for increased tightening of media control so as to enhance ethical principles in social networks. The second presenter was Prof. Leeuwen from the University of Technology in Sydney. His speech was about diversifying the learning styles from the traditional solitary scholarship in Europe to the recent types of education systems which were renewed during the medieval era. There were several researchers who were working on unique but interrelated topic on shared and critical uses of new media.

Although most of the research studies seemed to be similar to those being carried out in Western countries, each and every work of individual researchers had specific regional perspectives. For instance, Dr. Adrian and Arnie from the University of Utara in Malaysia presented a paper based on privacy perception and the usage of Facebook. The scholars said that most people in Malaysia were most likely to post their personal and private information on social networks like Facebook. In the Malaysian culture, the notion of property is often taken as a shared concept which can be extended to online content. This presents a huge challenge which may potentially clash in the future between copyrighted material and those for public use. Generally, the new media topics in the conference had a huge level of diversity since they encompassed on various issues of modern life. Not only were the discussion regional in nature but they had also had global perspectives

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