Analisis Pembingkaian Kempen Media Sosial Berunsurkan Perkauman dan Agama oleh Calon Perikatan Nasional Selangor dalam Pilihan Raya Umum Ke-15

Azizuddin Husairi Mat Jusoh @ Hussain, Sabariah Mohamed Salleh

Abstract


Di Malaysia, penggunaan media sosial telah diiktiraf sebagai strategi yang relevan dan efektif untuk kempen pemasaran sosial dan membolehkan penggerak politik mencapai khalayak yang luas. Platform media sosial memainkan peranan yang sangat penting dalam pola ‘diet’ media dikalangan pengundi digital asli (digital native) dan dapat mendorong keterlibatan dalam kempen pilihan raya. Pengundi baharu yang menggunakan platform ini lebih terdedah kepada komunikasi langsung dari aktor politik daripada pengundi berpengalaman, sementara kandungan dari berita di platform media sosial memainkan peranan yang sama dalam pola ‘diet’ media kedua-dua kumpulan tersebut. Kajian ini memfokuskan kepada pembingkaian kandungan hantaran kempen politik di media sosial milik calon Perikatan Nasional (PN) negeri Selangor yang bertanding sepanjang tempoh berkempen PRU15. Kajian ini bertujuan untuk mengenal pasti isu khusus berunsur perkauman dan agama yang telah digunakan dalam kempen pilihan raya dan bagaimana ia dibingkaikan melalui kandungan hantaran di saluran media sosial seperti Facebook, Instagram, Twitter, TikTok dan YouTube. Dengan menggunakan kaedah analisis kandungan, pengkaji telah membuat analisis untuk mengenal pasti isu khusus dan cara ia dibingkaikan. Hasil kajian mendapati antara isu khusus yang berkait rapat dengan perkauman dan agama adalah Teraju dan Ekuinas, pemimpin beragama, PN dan agama Islam, peruntukan usahawan Bumiputera, Sisters In Islam, Bahasa Melayu, dasar afirmatif, ICERD, pengundi India dan transgender. Manakala bingkai moral merupakan bingkai paling utama digunakan diikuti oleh bingkai tanggungjawab, bingkai kesan ekonomi, bingkai kepentingan manusia dan bingkai konflik.

 

Kata kunci: Pembingkaian, Perikatan Nasional, Pilihan Raya Umum ke-15, kempen media sosial, perkauman.

 

https://doi.org/10.17576/JKMJC-2024-4004-14


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