Technology Management Approach and Semiotic Theory in The Works of Shahnon Ahmad

Abstract : This study aims to analyse the management approach portrayed by the author Shahnon Ahmad in his selected novels, namely Sampah, Tivi and Kemelut. Specifically, it focuses on the management of technology as constructed in these novels as a contribution to the field of literary studies. The novel functions as a medium reflecting society and is regarded as a platform through which the author expresses views, opinions, criticisms, and even satire concerning issues perceived as falling short of humanitarian values, while simultaneously offering moral lessons. The study seeks to raise awareness among all levels of society to be more attentive and cautious in embracing the rhetoric of progress and modernity brought about by technology. The narratives presented in Shahnon Ahmad’s novels depict human life exposed to issues and conflicts arising from the ineffective management of technology. The implications of these conflicts reveal managerial shortcomings through characters, dialogues, and the background of events portrayed. Accordingly, management aspects and semiotic theory are introduced to examine and discuss the narrative of technology management. The objectives of this study are twofold: first, to identify the narrative of technology in the selected novels through the application of semiotic theory; and second, to employ a management approach in evaluating the implications of technology use that is poorly managed, based on core management principles namely planning, organizing, leadership, staffing, and control.