The thesis examines the articulations of a dominant interpretation of Malay identity as observed within the Malaysian Malay situation comedy (sitcom) 'Senario', produced from 1996 to 2013. As the longest running sitcom in Malaysian broadcast history, 'Senario's performance of a specific interpretation of Malayness embodies, among other things, the nuances of critical social and political issues across a period of 17 years, thereby providing an understanding of the relationship between Malay nationalist ideology and Malay social desires. While other episodes are referenced, primary to the discussions are eight episodes ranging from 1997 to 2011: 'Negara Chekpa Merdeka', 'Raya ... Raya ... Raya', 'Kantoi', 'Gong Xi', 'Ta Ti Tu', 'Salah Sangka', 'Dalam Hati Ada Taman', and 'Bina Semangat'. The thesis begins by charting the evolution of the Malay primacy narrative, its conflation with Malay Islamic discourse from a socio-political dimension, and their impact on Malay gender relations. The focus then shifts to developments within the broadcasting sphere where the bearing of the Malay and/or Islamic primacy narratives towards the development of national television is examined. Theoretical ideas and frameworks that will direct the close textual reading of the sitcom are then discussed. This is followed by the three chapters of analysis which will address in turn the themes of Malay nationalism and ethnic stereotyping, Islamic didacticism and Pan-Malay identity, and Malay gender relations. The conclusion discusses the overarching problematics of Malayness identified on 'Senario' when located within a contemporary and globalized, 21st century Malaysian society.