Personalised campaigns in party-centred politics: Instagram and Facebook as arenas 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 and to post personalised m...
| Main Authors: | , , |
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| Format: | Proceeding Paper |
| Language: | English English |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/72753/ http://irep.iium.edu.my/72753/14/Personalised%20campaigns%20in%20party-centred%20%20-%20slides.pdf http://irep.iium.edu.my/72753/3/MEDCOM%202019%20-%20Conference%20Program.pdf |
| _version_ | 1848787673110544384 |
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| author | Wan Mohd Ghazali, Wan Norshira Mohamed, Shafizan Abdul Manan, Kamaruzzaman |
| author_facet | Wan Mohd Ghazali, Wan Norshira Mohamed, Shafizan Abdul Manan, Kamaruzzaman |
| author_sort | Wan Mohd Ghazali, Wan Norshira |
| building | IIUM Repository |
| collection | Online Access |
| 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 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 each platform serve as a determinant for politicians’ decision in using facebook and Instagram. The study concludes that both facebook and instagram push for personalization 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. |
| first_indexed | 2025-11-14T17:28:40Z |
| format | Proceeding Paper |
| id | iium-72753 |
| institution | International Islamic University Malaysia |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-14T17:28:40Z |
| publishDate | 2019 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | iium-727532019-06-20T07:13:48Z http://irep.iium.edu.my/72753/ Personalised campaigns in party-centred politics: Instagram and Facebook as arenas for political communication Wan Mohd Ghazali, Wan Norshira Mohamed, Shafizan Abdul Manan, Kamaruzzaman JF2011 Political parties JF799 Political rights. Political participation 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 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 each platform serve as a determinant for politicians’ decision in using facebook and Instagram. The study concludes that both facebook and instagram push for personalization 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. 2019 Proceeding Paper NonPeerReviewed application/pdf en http://irep.iium.edu.my/72753/14/Personalised%20campaigns%20in%20party-centred%20%20-%20slides.pdf application/pdf en http://irep.iium.edu.my/72753/3/MEDCOM%202019%20-%20Conference%20Program.pdf Wan Mohd Ghazali, Wan Norshira and Mohamed, Shafizan and Abdul Manan, Kamaruzzaman (2019) Personalised campaigns in party-centred politics: Instagram and Facebook as arenas for political communication. In: 5th World Conference on Media and Mass Communication (MEDCOM 2019), 5th-7th April 2019, Kuala Lumpur. (Unpublished) https://mediaconference.co/ |
| spellingShingle | JF2011 Political parties JF799 Political rights. Political participation JQ719 Elections in Malaysia Wan Mohd Ghazali, Wan Norshira Mohamed, Shafizan Abdul Manan, Kamaruzzaman Personalised campaigns in party-centred politics: Instagram and Facebook as arenas for political communication |
| title | Personalised campaigns in party-centred politics: Instagram and Facebook as arenas for political communication |
| title_full | Personalised campaigns in party-centred politics: Instagram and Facebook as arenas for political communication |
| title_fullStr | Personalised campaigns in party-centred politics: Instagram and Facebook as arenas for political communication |
| title_full_unstemmed | Personalised campaigns in party-centred politics: Instagram and Facebook as arenas for political communication |
| title_short | Personalised campaigns in party-centred politics: Instagram and Facebook as arenas for political communication |
| title_sort | personalised campaigns in party-centred politics: instagram and facebook as arenas for political communication |
| topic | JF2011 Political parties JF799 Political rights. Political participation JQ719 Elections in Malaysia |
| url | http://irep.iium.edu.my/72753/ http://irep.iium.edu.my/72753/ http://irep.iium.edu.my/72753/14/Personalised%20campaigns%20in%20party-centred%20%20-%20slides.pdf http://irep.iium.edu.my/72753/3/MEDCOM%202019%20-%20Conference%20Program.pdf |