The influence of UGOV on Gen Y perceptions towards Malaysian federal ruling party. International Journal of Academic Research in Business and Social Sciences, 8 (7). pp. 1050-1066. ISSN 2222-6990 (2018)
Abstract
Researchers in the realm of social media and political participation have identified multifaceted perception that and has intensified the diffusion of critical and liberal ideas among Gen Y. The insights of making UGOV as an opportunity to influence the gen Y pondered the need for the government to manoeuvre the approach that likely will win the heart and mind of the young voters. Therefore, this study investigates the influence of User-Generated Online Video (UGOV) on Gen Y perception towards Malaysian Federal Ruling Party. The study adopts a qualitative methodology that involves in-depth interviews in which the informants are Gen Y in Malaysia. The results emphasized the need for the government to fully utilized social media platform mainly YouTube by giving fast responses and genuine interaction.
| Item Type: | Article |
|---|---|
| Keywords: | Media, Social Media, User Generated Online Video (UGOV) |
| Taxonomy: | By Subject > Communication & Media Studies > Communication > Sociology By Subject > Communication & Media Studies > Strategic Communication > New Media Communication By Subject > Communication & Media Studies > Strategic Communication > Public Relations > Mass Media & Society |
| Local Content Hub: | Subjects > Communication & Media Studies |
| Depositing User: | Muhammad Shafiq Amirullah |
| Date Deposited: | 17 Aug 2020 06:57 |
| Last Modified: | 17 Aug 2020 06:57 |
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