Transforming political advertising in Malaysia: strategizing political advertisements towards first-time and young voters in Malaysian GE 14

Undoubtedly, the 2013 Malaysia’s general election campaign marked to have significantly increased in budget, and much was contributed to advertising. The general election 2013 was noted to be among the most interesting campaign, with salient competitive campaign among the two coalition political par...

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Main Authors:	Mohd Helmi Abd Rahim, Novel Lyndon, Nazrin Shahnaz Peer Mohamed
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2017
Online Access:	http://journalarticle.ukm.my/10552/ http://journalarticle.ukm.my/10552/ http://journalarticle.ukm.my/10552/1/17002-49255-2-PB.pdf

id	ukm-10552
recordtype	eprints
spelling	ukm-105522017-07-11T23:47:26Z http://journalarticle.ukm.my/10552/ Transforming political advertising in Malaysia: strategizing political advertisements towards first-time and young voters in Malaysian GE 14 Mohd Helmi Abd Rahim, Novel Lyndon, Nazrin Shahnaz Peer Mohamed, Undoubtedly, the 2013 Malaysia’s general election campaign marked to have significantly increased in budget, and much was contributed to advertising. The general election 2013 was noted to be among the most interesting campaign, with salient competitive campaign among the two coalition political parties. This research aims at analyzing the 2013 political advertisements rendered during the time, in order to give insights as to transform and strategize the next 2018 General Election advertising campaign. The king-makers are to be the first-time and young voters. The study approach to understand the effectiveness of political advertising during the general election campaign 2013 to the first- time voters; on how they perceived the advertisements, whether those advertisements have an impact on them, and their preferred advertisements content, elements, and style that suited the first- time voters, and, hence drew the most likeability and believability to the changes of perspectives of these first-time voters after a period of 4 years. The research employs the focus group method. This method was chosen as it allows access to socially-constructed expressed views, opinions, experiences, and attitudes as the respondents interpreted the advertisements messages and elements. Eighteen participants were identified to form three different groups representing the rural, semi-urban and urban first- time voters. The results show that there are many elements that were not acknowledged by the creators of advertisements and the political parties as to design and strategizing their campaign. There is a lack of effectiveness in persuasion and communicating through advertisement, to the first-time voters. Though political messages remain unpopular, but it plays a rather significant role in influencing the young voters’ to vote in the coming election. Suggestions are made on transforming the political advertisements as to improve effectiveness in the coming Malaysian General Election. Penerbit Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10552/1/17002-49255-2-PB.pdf Mohd Helmi Abd Rahim, and Novel Lyndon, and Nazrin Shahnaz Peer Mohamed, (2017) Transforming political advertising in Malaysia: strategizing political advertisements towards first-time and young voters in Malaysian GE 14. Jurnal Komunikasi ; Malaysian Journal of Communication, 33 (1). pp. 356-367. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/901
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	Undoubtedly, the 2013 Malaysia’s general election campaign marked to have significantly increased in budget, and much was contributed to advertising. The general election 2013 was noted to be among the most interesting campaign, with salient competitive campaign among the two coalition political parties. This research aims at analyzing the 2013 political advertisements rendered during the time, in order to give insights as to transform and strategize the next 2018 General Election advertising campaign. The king-makers are to be the first-time and young voters. The study approach to understand the effectiveness of political advertising during the general election campaign 2013 to the first- time voters; on how they perceived the advertisements, whether those advertisements have an impact on them, and their preferred advertisements content, elements, and style that suited the first- time voters, and, hence drew the most likeability and believability to the changes of perspectives of these first-time voters after a period of 4 years. The research employs the focus group method. This method was chosen as it allows access to socially-constructed expressed views, opinions, experiences, and attitudes as the respondents interpreted the advertisements messages and elements. Eighteen participants were identified to form three different groups representing the rural, semi-urban and urban first- time voters. The results show that there are many elements that were not acknowledged by the creators of advertisements and the political parties as to design and strategizing their campaign. There is a lack of effectiveness in persuasion and communicating through advertisement, to the first-time voters. Though political messages remain unpopular, but it plays a rather significant role in influencing the young voters’ to vote in the coming election. Suggestions are made on transforming the political advertisements as to improve effectiveness in the coming Malaysian General Election.
format	Article
author	Mohd Helmi Abd Rahim, Novel Lyndon, Nazrin Shahnaz Peer Mohamed,
spellingShingle	Mohd Helmi Abd Rahim, Novel Lyndon, Nazrin Shahnaz Peer Mohamed, Transforming political advertising in Malaysia: strategizing political advertisements towards first-time and young voters in Malaysian GE 14
author_facet	Mohd Helmi Abd Rahim, Novel Lyndon, Nazrin Shahnaz Peer Mohamed,
author_sort	Mohd Helmi Abd Rahim,
title	Transforming political advertising in Malaysia: strategizing political advertisements towards first-time and young voters in Malaysian GE 14
title_short	Transforming political advertising in Malaysia: strategizing political advertisements towards first-time and young voters in Malaysian GE 14
title_full	Transforming political advertising in Malaysia: strategizing political advertisements towards first-time and young voters in Malaysian GE 14
title_fullStr	Transforming political advertising in Malaysia: strategizing political advertisements towards first-time and young voters in Malaysian GE 14
title_full_unstemmed	Transforming political advertising in Malaysia: strategizing political advertisements towards first-time and young voters in Malaysian GE 14
title_sort	transforming political advertising in malaysia: strategizing political advertisements towards first-time and young voters in malaysian ge 14
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2017
url	http://journalarticle.ukm.my/10552/ http://journalarticle.ukm.my/10552/ http://journalarticle.ukm.my/10552/1/17002-49255-2-PB.pdf
first_indexed	2023-09-18T19:57:48Z
last_indexed	2023-09-18T19:57:48Z
_version_	1777406646753951744

Transforming political advertising in Malaysia: strategizing political advertisements towards first-time and young voters in Malaysian GE 14

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