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

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...

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Main Authors:	Wan Mohd Ghazali, Wan Norshira, Mohamed, Shafizan, Mohd Nasir, Nur Shakira, Abdul Manan, Kamaruzzaman
Format:	Article
Language:	English
Published:	IIUM 2019
Subjects:	H Social Sciences (General) H61.8 Communication of information H93 Popular works JQ719 Elections in Malaysia
Online Access:	http://irep.iium.edu.my/77693/ http://irep.iium.edu.my/77693/ http://irep.iium.edu.my/77693/1/77693_Personalised%20Campaigns%20in%20Party-Centred%20Politics_article.pdf

id	iium-77693
recordtype	eprints
spelling	iium-776932020-01-23T07:59:20Z http://irep.iium.edu.my/77693/ Personalised campaigns in party-centred politics: facebook and instagram as arena for political communication Wan Mohd Ghazali, Wan Norshira Mohamed, Shafizan Mohd Nasir, Nur Shakira Abdul Manan, Kamaruzzaman H Social Sciences (General) H61.8 Communication of information H93 Popular works JQ719 Elections in Malaysia 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 14thGeneral Election in Malaysia. The study adopts quantitative approach by presenting descriptive and exploratory analyses. The findings show that politiciansdepended 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 communicationon social media. IIUM 2019-12-30 Article PeerReviewed application/pdf en http://irep.iium.edu.my/77693/1/77693_Personalised%20Campaigns%20in%20Party-Centred%20Politics_article.pdf Wan Mohd Ghazali, Wan Norshira and Mohamed, Shafizan and Mohd Nasir, Nur Shakira 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 https://journals.iium.edu.my/irkh/index.php/ijohs/article/view/71
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	H Social Sciences (General) H61.8 Communication of information H93 Popular works JQ719 Elections in Malaysia
spellingShingle	H Social Sciences (General) H61.8 Communication of information H93 Popular works JQ719 Elections in Malaysia Wan Mohd Ghazali, Wan Norshira Mohamed, Shafizan Mohd Nasir, Nur Shakira Abdul Manan, Kamaruzzaman Personalised campaigns in party-centred politics: facebook and instagram as arena for political communication
description	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 14thGeneral Election in Malaysia. The study adopts quantitative approach by presenting descriptive and exploratory analyses. The findings show that politiciansdepended 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 communicationon social media.
format	Article
author	Wan Mohd Ghazali, Wan Norshira Mohamed, Shafizan Mohd Nasir, Nur Shakira Abdul Manan, Kamaruzzaman
author_facet	Wan Mohd Ghazali, Wan Norshira Mohamed, Shafizan Mohd Nasir, Nur Shakira Abdul Manan, Kamaruzzaman
author_sort	Wan Mohd Ghazali, Wan Norshira
title	Personalised campaigns in party-centred politics: facebook and instagram as arena for political communication
title_short	Personalised campaigns in party-centred politics: facebook and instagram as arena for political communication
title_full	Personalised campaigns in party-centred politics: facebook and instagram as arena for political communication
title_fullStr	Personalised campaigns in party-centred politics: facebook and instagram as arena for political communication
title_full_unstemmed	Personalised campaigns in party-centred politics: facebook and instagram as arena for political communication
title_sort	personalised campaigns in party-centred politics: facebook and instagram as arena for political communication
publisher	IIUM
publishDate	2019
url	http://irep.iium.edu.my/77693/ http://irep.iium.edu.my/77693/ http://irep.iium.edu.my/77693/1/77693_Personalised%20Campaigns%20in%20Party-Centred%20Politics_article.pdf
first_indexed	2023-09-18T21:49:35Z
last_indexed	2023-09-18T21:49:35Z
_version_	1777413679329837056

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

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