Personalised campaigns in party-centred politics: facebook and instagram as arena for political communication

Mohd Nasir, Nur Shakira and Wan Mohd Ghazali, Wan Norshira and Mohamed, Shafizan and Abdul Manan, Kamaruzzaman (2019) Personalised campaigns in party-centred politics: facebook and instagram as arena for political communication. IIUM Journal of Human Sciences, 1 (2). pp. 52-64. ISSN 2682-8731 E-ISSN 2682-8731

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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 Facebook and Instagram serve as a determinant for politicians’ decision in using them. The study concludes that both Facebook and Instagram push for personalisation 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 on social media.

Item Type:	Article (Journal)
Additional Information:	9791/91013
Uncontrolled Keywords:	Keywords: personalised campaign, election, social media, GE 14
Subjects:	H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General)
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:	Nur Shakira Mohd Nasir
Date Deposited:	26 Jul 2021 09:03
Last Modified:	26 Jul 2021 09:03
URI:	http://irep.iium.edu.my/id/eprint/91013

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