Personalised campaigns in party-centred politics: Instagram and Facebook as arenas for political communication

Wan Mohd Ghazali, Wan Norshira and Mohamed, Shafizan and Abdul Manan, Kamaruzzaman (2019) Personalised campaigns in party-centred politics: Instagram and Facebook as arenas for political communication. In: 5th World Conference on Media and Mass Communication (MEDCOM 2019), 5th-7th April 2019, Kuala Lumpur. (Unpublished)

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Abstract

Social media like Facebook and Instagram place the focus on the individual politician rather than the political party, thereby expanding the political arena for increased personalised campaigning. The need to use social media to communicate a personal image as a politician and to post personalised messages online seems less obvious in a party-centred system of Malaysian politics. Within this framework, the personalised and dialogical aspects of social media may be contradicted with the political parties’ structural communication strategies. The study uses data from content analyses of eight Malaysian politicians’ Facebook and instagram accounts during the 14th General Election in Malaysia. The study adopts quantitative approach by presenting descriptive and exploratory analyses. The findings show that politicians’ depended more on facebook as their personal media platform and used instagram as an image booster. The study explains that different features offer by each platform serve as a determinant for politicians’ decision in using facebook and Instagram. The study concludes that both facebook and instagram push for personalization in political communication that requires private exposure and individual initiatives. Overall, the study shows that like other world leaders, Malaysian politicians are keeping abreast with the technology in reaching out various segments of the society for political communication.

Item Type:	Conference or Workshop Item (Slide Presentation)
Additional Information:	2715/72573
Uncontrolled Keywords:	GE14, Political communication, Social media, Personalised message, Facebook, Instagram
Subjects:	J Political Science > JF Political institutions (General) > JF2011 Political parties J Political Science > JF Political institutions (General) > JF799 Political rights. Political participation J Political Science > JQ Political institutions Asia > JQ719 Elections in Malaysia
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Depositing User:	Dr Wan Norshira Wan Mohd Ghazali
Date Deposited:	20 Jun 2019 14:47
Last Modified:	20 Jun 2019 15:13
URI:	http://irep.iium.edu.my/id/eprint/72753

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