Cantik Main: Video Title Koleksi Awek Melayu

| Variable | Frequency (n = 150) | |----------|--------------------| | Hijab worn | 68 % | | Full‑face makeup | 82 % | | Traditional attire (baju kurung/batik) | 34 % | | Western streetwear | 56 % | | “Playful” motif (games, challenges) | 71 % | | “Tutorial” motif (beauty/fashion) | 53 % | | Explicitly sexualized pose | 12 % | | Product placement | 64 % | | Sponsored link in description | 58 % |

Key patterns: The dominant visual trope combines modest attire (often hijab) with heavy makeup and Western‑inspired outfits, signalling a dual aesthetic that aligns with both conservative expectations and global fashion trends. “Playful” narratives dominate, with creators frequently engaging in trend challenges (e.g., “#TikTokDance” or “#FoodTasteTest”) while maintaining a light‑hearted tone. video title koleksi awek melayu cantik main

While creators exercise economic agency—earning from brand collaborations and platform monetisation—they often do so within a structural frame that rewards visual appeal. The “playful” narrative provides a protective veneer, allowing women to present themselves as innocent entertainers rather than overtly sexualised objects, thereby mitigating potential moral policing (Yusof, 2018). | Variable | Frequency (n = 150) |

The rise of user‑generated video platforms (YouTube, TikTok, Instagram Reels) has created a new space where Malay women are routinely featured under the banner “koleksi awek Melayu cantik” (collections of beautiful Malay girls). While such titles attract large view counts, the scholarly community has paid limited attention to the cultural, gendered, and economic implications of this phenomenon. This paper investigates (1) how beauty and “playfulness” are constructed in these videos, (2) the degree of agency exercised by the performers, and (3) how Malay audiences interpret and negotiate these representations. Employing a mixed‑methods design—(i) a content analysis of 150 videos (January–December 2023) titled with the keyword awek Melayu cantik, (ii) semi‑structured interviews with 20 female creators, and (iii) an online survey of 1,200 Malay viewers—this study finds that (a) visual tropes of modesty juxtaposed with contemporary fashion dominate the aesthetic; (b) creators often use the “cute‑play” narrative to navigate patriarchal expectations while monetising their presence; and (c) audiences display a paradoxical stance, celebrating aesthetic appeal yet expressing concern over potential objectification. The findings suggest that the “koleksi awek” genre operates as a hybrid site of empowerment and constraint, reshaping notions of femininity in Malaysia’s digital public sphere. The “playful” narrative provides a protective veneer ,

Keywords: Malay women, online video, representation, gender, digital culture, user‑generated content, Malaysia