By Owen Lee
A former entertainment journalist based in Perak is turning heads in both academic and creative circles with a groundbreaking proposal on how Malaysian actors should be evaluated.
Zulqarnain Abu Hassan, now a lecturer at Quest International University, argues that the current trend of prioritising viral popularity over genuine talent in casting decisions is damaging the industry’s creative depth.
His conceptual paper, published in the Journal of Social Sciences and Business, introduces a new evaluation model to balance acting ability and digital influence, urging a more holistic approach to actor marketability.
Titled “Balancing Fame and Talent: Rethinking Actors’ Marketability in Malaysia’s Digital Era”, the paper explores how fame, performance, and online branding collectively influence how actors are perceived and chosen.
According to Zulqarnain, the paper was born out of concern that many truly talented actors are being overlooked simply because they do not trend or have high follower counts online.
“In today’s landscape, some actors get cast because they’re viral, not because they’re right for the role and that’s a serious issue,” he said.
The paper, which is part of his PhD research, is based on the Impression Management Theory, a framework that studies how individuals shape their public image to achieve professional goals.
His research introduces two key tools for the industry: the Reputation Index, which measures authenticity and consistency, and the Market Impact Matrix, which maps the balance between talent and online visibility.
He emphasises that these tools are not meant to discredit social media presence, but to ensure that it is not the only metric used in evaluating an actor’s worth.
He believes the obsession with social metrics can lead to short-term casting trends, resulting in shallow performances, lower production quality, and growing audience fatigue.
“The goal is not to reject popularity, but to ensure that skill and substance remain part of the equation,” said Zulqarnain, who spent over a decade covering the local and international films as well as the entertainment scene.
His paper calls on directors, producers, and actors to adopt a fairer and more transparent casting process that recognises both artistic merit and audience engagement.
Zulqarnain also encourages actors to manage their personal branding with authenticity, while continuing to refine their craft and remain committed to professional growth.
He suggests that industry policymakers should explore incentives that reward acting excellence beyond online fame including grants, awards, and mentoring opportunities.
His research highlights that Malaysia’s cultural and social context demands a localised model, one that reflects both the unique tastes of the audience and industry-specific challenges.
Zulqarnain hopes that this model will help Malaysian entertainment evolve into a space where talent and creativity thrive, without being overshadowed by algorithms and viral hype.
For those interested, his full paper can be accessed through the Quest International University journal portal https://qiu.edu.my/journal/index.php/jssb/article/view/48
