Facebook use and personalization among Malaysian politicians during the 14th Malaysian general election = Penggunaan Facebook dan personalisasi oleh ahli politik Malaysia semasa Pilihanraya Umum Ke-14
Politicians today are very much reliant on Facebook to communicate with the public and promote their political ideologies. In an attempt to explore how the politicians use Facebook during election campaigns, this article explores official Facebook posts by three prime ministerial candidates during t...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Communication and Media Studies (FCMS), Universiti Teknologi MARA
2019
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/74217/1/74217_Facebook%20Use%20and%20Personalization.pdf http://irep.iium.edu.my/74217/ https://forumkomunikasi.uitm.edu.my/images/FK2019Vol14No1/Facebook_23-43.pdf |
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| Summary: | Politicians today are very much reliant on Facebook to communicate with the public and promote their political ideologies. In an attempt to explore how the politicians use Facebook during election campaigns, this article explores official Facebook posts by three prime ministerial candidates during the 14th Malaysian General Election. Content analysis of the candidates’ Facebook posts showed that they strategically use Facebook to create and maintain a positive image rather than promoting issues and engaging in discussions with the public. The candidates differed in terms of the amount of posts but had minor differences in the characteristics of their Facebook contents. All of them focused on promoting their personal image suggesting that Facebook is encouraging the personalization of politics.
******************************** Ahli politik hari ini sangat bergantung kepada Facebook untuk
berkomunikasi dengan orang ramai dan mempromosikan ideologi
politik mereka. Dalam usaha untuk meneroka bagaimana ahli politik
menggunakan Facebook semasa kempen pilihan raya, artikel
ini meneroka hantaran Facebook rasmi oleh tiga calon perdana
menteri semasa Pilihanraya Umum Malaysia ke-14. Analisis
kandungan hantaran Facebook sampel calon itu menunjukkan
mereka secara strategik menggunakan Facebook untuk mencipta
dan mengekalkan imej positif daripada mempromosikan isu
semasa atau terlibat dalam perbincangan dengan orang ramai.
Hasil kajian juga mendapati walaupun jumlah hantaran adalah
berbeza tetapi mereka berkongsi ciri-ciri kandungan hantaran
yang senada. Mereka juga menggunakan Facebook untuk promosi
imej peribadi masing-masing. Oleh itu, dapatan ini membuktikan
Facebook telah membentuk keperibadian berpolitik. |
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