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A Semiotic Study Of Colonial Newspapers In Sabah

This paper discusses the conflicts of interest between commerce and colonialism in colonial newspaper advertisements. The era of colonialism has seen the transfer of British technology in printing through the distribution of newspapers in the colonised regions such as Tanah Melayu, Sabah, and Sarawak. Three advertisements from a selected newspaper are selected for the study to ascertain the connections between the ideologies of commerce and colonialism in the paper. The assumption in regards to the advertisements released in this era is that these advertisements represent a primary medium for the unequivocal propagation of Western values and colonial interests. To study these conflicts of interests, this paper focuses on the advertisements from The British North Borneo Herald and Official Gazette, a newspaper publication distributed in North Borneo by The British North Borneo (Chartered) Company, the government of North Borneo. This paper utilises qualitative methods to analyse the advertisements by conducting a semiotic analysis on the selected newspaper advertisements focussing on the visual and linguistic texts of the advertisements. We, therefore, argue that the newspaper advertisements project the conflicts of interest between commerce and colonialism through the semiotic analysis conducted in the paper. © 2019 Published by Future Academy www.FutureAcademy.org.UK