IIUM Repository

Political communication: an insight to qualitative research

Mokhtar, Aida (2017) Political communication: an insight to qualitative research. In: Agenda Perbincangan Meja Bulat Metodologi Dalam Penyelidikan Elektoral Dan Media Projek Khas Nasional (Media, Demokrasi Dan Sistem Elektoral) Majlis Profesor Negara, 27 April 2017, Bangi, Malaysia. (Unpublished)

[img] PDF - Supplemental Material
Restricted to Repository staff only

Download (620kB) | Request a copy
[img] PDF - Presentation
Restricted to Repository staff only

Download (2MB) | Request a copy


With the growth of the political communication discipline as the goal, the qualitative inquiry, in a field that is dominated by the quantitative inquiry, has been recommended to be placed alongside quantitative research in some literature. This is not a novel recommendation. The mixed methods approach in the pursuit of theoretical understanding is emulating the traditional political communication research practices of previous scholars. The discipline’s growth should be spurred by answering new research questions, developing old theories, innovating new theories and making new recommendations that would benefit from the interpretive paradigm of the qualitative inquiry. There is greater engagement between political actors with the advent of social media, an inevitable importance of image and identity in political brand communication, inequality in obtaining political messages, the interdisciplinary nature of political communication and the political public sphere – all these characterized political communication. Political communication benefits from the interpretive paradigm by allowing an examination of perspectives from participants encompassing insider information obtained from political parties and the discourse analysis of political actors on social media that underscores the profoundness of qualitative interpretations.

Item Type: Conference or Workshop Item (Slide Presentation)
Additional Information: 2646/72833
Uncontrolled Keywords: qualitative research, media, political communication
Subjects: P Language and Literature > P Philology. Linguistics > P87 Communication. Mass media
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Kulliyyah of Islamic Revealed Knowledge and Human Sciences
Depositing User: Dr. Aida Mokhtar
Date Deposited: 28 Jun 2019 16:15
Last Modified: 28 Jun 2019 16:15
URI: http://irep.iium.edu.my/id/eprint/72833

Actions (login required)

View Item View Item


Downloads per month over past year