THE TRANSFORMATION OF MALAYSIAN CHINESE NEW YEAR SONGS FROM RITUAL SOUNDTRACK TO PLATFORMED HAPPINESS THROUGH PARTICIPATORY CULTURE

Abstract

Malaysian Chinese New Year songs have historically functioned as ritual soundscapes embedded within domestic, communal, and commercial festive environments. They reinforce symbolic themes of prosperity, reunion, renewal, and cultural continuity within Malaysia’s diasporic Chinese communities. In recent years, however, these festive songs have undergone a visible transformation in both structure and circulation. No longer confined to broadcast media and physical distribution, they now circulate within algorithm-driven digital platforms that privilege visibility, engagement, and participatory replication. This study examines how contemporary happy Malaysian Chinese New Year songs are being reshaped within platform-based media ecosystems, with particular attention to the rise of school- and community-produced viral festive songs. Drawing on participatory culture theory, phantomization theory, and cultural production studies, the research adopts qualitative cultural–textual analysis to compare institutional festive productions with grassroots digital content. The findings suggest that the transformation of festive songs does not represent cultural erosion but rather a structural redirection toward participatory expressions of communal happiness. Repetition, simplified musical hooks, visually recognizable festive imagery, and collective choreography emerge as adaptive strategies aligned with digital circulation logics. Educational institutions increasingly function as decentralized cultural production hubs, contributing to the ongoing evolution of festive traditions. The study positions Malaysian Chinese New Year songs as dynamic cultural forms that are continuously reimagined within the platform era.