Facebook and political communication : a study of online campaigning during the 14th Malaysian General Election

Mohamed, Shafizan and Abdul Manan, Kamaruzzaman (2020) Facebook and political communication : a study of online campaigning during the 14th Malaysian General Election. IIUM Journal of Human Sciences, 2 (1). pp. 1-13. ISSN 2682-8731

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Abstract

Every democratic country has to go through the general election where political candidates must convince the public to vote for them. In recent years, Facebook has become one of the most popular social media used in election campaigning. Due to its popularity and easy access to the public, Facebook offers election candidates the ability to personalise their political messages and directly communicate with the voters and win the voters’ trust. This study looks into this phenomenon by studying how election candidates used Facebook to campaign during the 14thMalaysian General Election. The study investigated how the candidates’ personalised their campaign by looking at the types and characteristics of the candidates’ Facebook posts as well as the issues highlighted and slants applied in the posts. Content analysis of the candidates’ Facebook posts showed that the candidates were very active on Facebook and had strategically used Facebook to create and maintain a positive image rather than promoting issues and engaging in discussions with the public. The study also found a significant case of personalisation in the Malaysian politicians’ campaign strategies on Facebook.

Item Type:	Article (Journal)
Additional Information:	5172/81136
Uncontrolled Keywords:	elections, Facebook, personalisation of politics, political communication, social media
Subjects:	H Social Sciences > H Social Sciences (General) > H61.8 Communication of information H Social Sciences > H Social Sciences (General) > H92 Pictorial works J Political Science > JQ Political institutions Asia > JQ715 Politics and Government in Malaysia 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 Shafizan Mohamed
Date Deposited:	01 Jul 2020 15:01
Last Modified:	20 Jul 2020 16:11
URI:	http://irep.iium.edu.my/id/eprint/81136

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