Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity
Political branding is gaining its popularity as it is competitive in terms of voters’ market. With the involvement of consumer or voters’ choices, the branding principles have been practically functional. This paper examined four main newspapers identifying the visibility of political branding attri...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Kebangsaan Malaysian
2012
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| Online Access: | http://journalarticle.ukm.my/5872/ http://journalarticle.ukm.my/5872/1/V28_2_151-172.pdf |
| _version_ | 1848810968977506304 |
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| author | Yuslinda Mat Yassin, Hasmah Zanuddin, |
| author_facet | Yuslinda Mat Yassin, Hasmah Zanuddin, |
| author_sort | Yuslinda Mat Yassin, |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | Political branding is gaining its popularity as it is competitive in terms of voters’ market. With the involvement of consumer or voters’ choices, the branding principles have been practically functional. This paper examined four main newspapers identifying the visibility of political branding attributes of Malaysian 6th Prime Minister (PM), Dato’ Seri Najib Tun Abdul Razak during his 100 days in office. This study investigated framing and branding attributes of PM’s political strategies, visibility and images in the media. Five framing attributes adopted and modified from Semetko & Valkenburg, (2000) namely responsibility, economic consequences, morality, conflict and human interest were used. While branding attributes consists of reassurance, value-based, credible, aspirational and simple/unique. Cramer’s V, Phi value and analysis of variance (anova) statistical analysis were used to confirm the hypotheses. |
| first_indexed | 2025-11-14T23:38:56Z |
| format | Article |
| id | oai:generic.eprints.org:5872 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T23:38:56Z |
| publishDate | 2012 |
| publisher | Universiti Kebangsaan Malaysian |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:58722016-12-14T06:39:42Z http://journalarticle.ukm.my/5872/ Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity Yuslinda Mat Yassin, Hasmah Zanuddin, Political branding is gaining its popularity as it is competitive in terms of voters’ market. With the involvement of consumer or voters’ choices, the branding principles have been practically functional. This paper examined four main newspapers identifying the visibility of political branding attributes of Malaysian 6th Prime Minister (PM), Dato’ Seri Najib Tun Abdul Razak during his 100 days in office. This study investigated framing and branding attributes of PM’s political strategies, visibility and images in the media. Five framing attributes adopted and modified from Semetko & Valkenburg, (2000) namely responsibility, economic consequences, morality, conflict and human interest were used. While branding attributes consists of reassurance, value-based, credible, aspirational and simple/unique. Cramer’s V, Phi value and analysis of variance (anova) statistical analysis were used to confirm the hypotheses. Universiti Kebangsaan Malaysian 2012 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/5872/1/V28_2_151-172.pdf Yuslinda Mat Yassin, and Hasmah Zanuddin, (2012) Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity. Jurnal Komunikasi ; Malaysian Journal of Communication, 28 (2). pp. 151-172. ISSN 0128-1496 http://www.ukm.my/jkom |
| spellingShingle | Yuslinda Mat Yassin, Hasmah Zanuddin, Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity |
| title | Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity |
| title_full | Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity |
| title_fullStr | Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity |
| title_full_unstemmed | Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity |
| title_short | Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity |
| title_sort | visibility of pm najib’s 100 days in office: a framing approach of his political branding identity |
| url | http://journalarticle.ukm.my/5872/ http://journalarticle.ukm.my/5872/ http://journalarticle.ukm.my/5872/1/V28_2_151-172.pdf |