Credibility of political marketing on social networking sites in Malaysia: youth perspectives
Azwan Ahzran Perman1.
Youths are susceptible to external stimuli, and in the era of the
internet, they are on its frontline. Youths are shown to be very
close to social networking sites (SNS). In years past, through
political marketing and propaganda, the idea of fake news and
misinformation is widely debated by all sides on the internet. This
paper explores the credibility of political marketing and
propaganda via SNS in Malaysia through youth’s perceptions. In
this qualitative study, seven semi-structured interviews were used
to assess youth’s perceptions on the credibility of Political
Marketing and propaganda on SNS. Through content analysis of
the transcriptions, the study found that the participants were
aware of fake news and were eager to question and verify political
marketing and propaganda information they obtained from SNS.
This study highlights the need for a common definition of SNS and
the role of political parties and the government to use SNS
ethically. Studies on a similar subject need to be expanded to
cover greater youth representation across the country.
Affiliation:
- Universiti Teknologi MARA (UiTM) Cawangan Sabah, Malaysia
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