Faktor Penggunaan Media Sosial ketika Berkempen dalam Pilihan Raya di Lembah Klang

Yusoff Ismail, Mazlan Ali, Junaidi Awang Besar

Abstract


Masyarakat global sudah sinonim dan berminat dengan penggunaan platform komunikasi dalam talian media sosial sebagai sumber utama mencari maklumat dan berita politik untuk disebarkan dan dikongsi bersama ketika kempen pilihan raya, manakala media konvensional arus perdana kurang mendapat tempat kalangan masyarakat sekeliling dan pengundi-pengundi. Media konvensional arus perdana dimonopoli oleh kerajaan dan parti pemerintah menyiarkan maklumat dan berita mereka melalui platform penyiaran dan percetakan untuk disebarkan kepada masyarakat sekeliling dan pengundi-pengundi bagi meraih sokongan mereka. Parti politik pembangkang tidak dapat menggunakan platform media konvensional arus perdana semasa kempen pilihan raya untuk berkongsi maklumat dan memberi komen kelemahan pemerintah dalam mengatasi masalah kesempitan dan kesusahan kehidupan rakyat. Sebaran maklumat dan kandungan berita isu-isu panas dan komen negatif melalui platform komunikasi dalam talian media sosial memberi kesan dan implikasi dapat mempengaruhi minda pemikiran masyarakat sekeliling dan pengundi-pengundi untuk memilih calon parti politik mereka. Dalam kajian ini dapat mengenal pasti faktor penggunaan media sosial semasa kempen pilihan raya melalui hubungan media sosial dengan tingkah laku pengundi-pengundi. Ianya dijalankan melalui pendekatan kuantitatif melalui pengedaran borang soalan kaji selidik kepada responden sekitar di Lembah Klang melalui instrumen kajian penyelidikan. Hasil analisis kajian penggunaan media sosial dapat mengenal pasti dengan kaedah teori sumber maklumat parti politik yang berunsurkan hasutan, fitnah-memfitnah, propaganda dan provokasi dapat mempengaruhi minda pemikiran masyarakat sekeliling dan pengundi-pengundi.

 

Kata kunci: Media sosial, sumber maklumat, blog parti politik, sentimen kepartian, pengundi.

 

https://doi.org/10.17576/JKMJC-2025-4104-21


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