Jurnal Komunikasi: Malaysian Journal of Communication
If the article is accepted for publication, copyright of this article will be vested to UKM Press, National University of Malaysia (UKM). All articles published in this journal are licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) license, unless otherwise stated.
Influence of Muslim Celebrity Da’ie (Preachers) on Beliefs in Islamic Da’wah Contents Among Social Media Users in Malaysia
In tandem with the rapid development and advancement of mobile technology and social media, Muslim celebrity da’ie (preachers) in social media are on the rise. Communicating religious or da’wah messages is no longer limited to preaching at the mosque, religious institutions, or through traditional media but also extended to the use of social media. The awakening of Muslim celebrity preachers has influenced social media users, who mainly consist of youths, in regard to their understanding of religious issues. The credibility and attractiveness of celebrity da’ie and their persuasive messages influence their followers’ perceptions of religious issues. While many previous studies have examined the credibility and persuasiveness of the messages posted by social media influencers, research focusing on Muslim celebrity da’ie is scarce. Therefore, this study is aimed at examining the attractiveness, trustworthiness, and credibility of Muslim celebrity da’ie on social media and social media users’ belief in the da’wah messages posted by these Muslim celebrity preachers. Using the elaboration likelihood model as a framework of this study, the researchers conducted a cross-sectional survey involving 400 respondents who followed Muslim celebrity da’ie on Instagram, YouTube, Twitter, or Facebook. One sample t-test, hierarchical regression, and chi-square were utilised to analyse the data. The practical and theoretical implications of the study are discussed. The study’s findings will enrich the literature on da’wah through social media. Keywords: Credibility, da’wah messages, elaboration likelihood model, muslim celebrity da’ie, social media. https://doi.org/10.17576/JKMJC-2026-4202-01
Tengku Siti Aisha Tengku Azzman Shariffadeen
Copyright (c) 2026 Jurnal Komunikasi: Malaysian Journal of Communication
The Influence of "Dirty Vote" Exposure on Viewer Satisfaction
This study examines the exposure to YouTube’s "Dirty Vote Full Movie” on viewer satisfaction, specifically on engagement. The film, which alleges electoral fraud concerning the Indonesia’s 2024 Presidential Election, achieved significant traction with 9.9 million views and generated over 73,000 comments. Employing a quantitative survey methodology, data was collected from 398 respondents selected via purposive sampling, targeting individuals who actively participated in the YouTube comment section. Viewer exposure was measured across three dimensions: frequency of viewing, duration of engagement, and level of attention paid. Satisfaction was conceptualised through five gratification needs derived from the Uses and Gratifications Theory: cognitive (information acquisition), affective (emotional experience), integrative personal (self-understanding), integrative social (social interaction), and tension release. Data gathered through online questionnaires underwent analysis using descriptive statistics, normality tests, Pearson correlation, simple linear regression, independent samples t-tests, and calculation of the coefficient of determination (R²). The results demonstrate that exposure to Dirty Vote exerts a statistically significant positive influence on viewer satisfaction (p < 0.05), with 53% of the observed variance in satisfaction levels (R² = 0.046). These findings substantiate the applicability of the Uses and Gratifications Theory within the context of digital political film documentary disseminated via social platforms like YouTube. The research contributes theoretically to communication scholarship on digital audience engagement and offers insights for documentary filmmakers aiming to design effective content. Keywords: Dirty vote documentary film, media exposure, uses and gratifications theory, viewer satisfaction, YouTube. https://doi.org/10.17576/JKMJC-2026-4202-02
The Missing of Communication Context on Womenpreneur Research between 1990 and 2022
Profession as a businesswoman nowadays is becoming popular with promising flexible time conditions. Research in this field has also existed since the 1990s. The researchers conducted research in this field from various perspectives. There were various perspectives that emerged during this period, but in research on women entrepreneurs related to the business communication context was still very rarely carried out. This study tries to fill the gaps in research thinking about women preneurs by reviewing journal articles about women entrepreneurs published by Scopus with a period from 1990 to 2022. The study conducted a blibiometric analysis and total 577 articles retrieved from Scopus indexed databased. The analytical tools used are VOSviewer and NVivo 12 plus for describe the literature review. This study found eight important issues: women, business, entrepreneurial, gender, entrepreneurs, entrepreneurship, social, and development. The business communication context has yet to emerge on important issues in research trends between 1990 and 2022.The study suggested a future research to explore a proposition of keys issues and sub-issures from that eight important issues also explore to business communication. The value of the study showed how the issues of women preneur studies has been studied. Also contribute to know how many scholars, country, affiliation, keyword about women preneur issues that published at Scopus document. It is also important that the context of business communication has not yet appeared in research on women entrepreneurs globally. Keywords: Bibliometrics, business communication, NVivo analysis, VOSviewer, women preneur. https://doi.org/10.17576/JKMJC-2026-4202-03
Pengaruh Media Terhadap Perubahan Budaya Politik Melayu Kontemporari
Perkembangan teknologi maklumat telah membuatkan budaya politik Melayu berkembang ke arah yang lebih aktif pada masa kini. Kehadiran media juga telah membuka ruang dan meningkatkan lagi keterlibatan masyarakat dalam arena politik negara. Dalam pada itu, kajian-kajian lepas banyak membincangkan aspek media terhadap perkembangan budaya politik. Namun begitu, terdapat kesenjangan antara kajian lepas dalam mengumpulkan bahan-bahan kajian ini secara sistematik terutamanya dalam membincangkan aspek pengaruh media terhadap perubahan budaya politik Melayu. Timbul persoalan dalam kajian ini tentang bagaimana media mempengaruhi perubahan budaya politik khususnya kepada masyarakat Melayu kontemporari. Justeru itu, adalah menjadi tujuan kajian ini untuk mengenal pasti pengaruh media terhadap pembentukan budaya politik Melayu menerusi kajian-kajian lepas yang dijalankan. Pengumpulan data kajian dilakukan secara kualitatif dengan berpandukan Preferred Reporting Items for Systematic Reviews and Meta Analysis (PRISMA, 2020). Data yang diperoleh kemudiannya menggunakan empat proses utama PRISMA iaitu pengenalpastian, penapisan, kelayakan dan penerimaan. Hasil dapatan kajian kemudiannya dianalisis menggunakan analisis tematik bagi mengenal pasti tema yang sesuai. Perkara ini penting untuk memastikan data yang menjurus terhadap sesebuah etnik dapat dikenal pasti dengan tepat. Dapatan kajian mendapati tiga tema tentang pengaruh media terhadap perubahan budaya politik Melayu kontemporari iaitu peralihan media maklumat, penyebaran naratif serta perbezaan pemikiran politik. Hasil kajian turut menunjukkan bahawa media memberikan kesan dualistik kepada sikap, penglibatan dan pemikiran masyarakat. Penggunaan tanpa literasi media juga akan menjejaskan budaya politik sesebuah masyarakat sekaligus menjejaskan keharmonian politik negara. Kata kunci: Pengaruh, budaya, politik, Melayu, media. https://doi.org/10.17576/JKMJC-2026-4202-04
Crisis Communication Based on Local Wisdom: The Voice of Indigenous Women of Bayan Indonesia for Climate Action
This study aims to examine the role of Bayan indigenous women in addressing the global climate change crisis. Climate change has created various ecological threats that affect the environmental, social, and cultural sustainability of indigenous communities. In patriarchal indigenous societies, women are often positioned as subordinate actors, their roles restricted to the domestic sphere. This system perpetuates rigid gender roles as men as leaders and primary decision-makers. Nevertheless, indigenous women play a strategic role in maintaining traditions, protecting the environment, and strengthening social solidarity within the community. This study is significant because limited research has specifically positioned indigenous women as central actors in culturally based crisis communication. This research employs a qualitative approach using interpretive phenomenology to gain an in-depth understanding of the social realities of the Bayan community. Data were collected through in-depth interviews, participatory observation of traditional rituals, and documentation of cultural practices. The findings reveal that Bayan rituals reflect three fundamental relationships: the relationship between humans and God, the relationship among human beings, and the relationship between humans and nature. Within these ritual practices, women serve as cultural communicators, custodians of ecological values, social mediators, and agents of intergenerational knowledge transmission. The findings demonstrate that Bayan indigenous women construct a distinctive model of crisis communication rooted in spirituality, collectivity, and local wisdom. This model contributes significantly to community resilience and the preservation of both cultural traditions and the natural environment in the face of climate change. Keywords: Crisis communication, indigenous women, climate change, local wisdom. https://doi.org/10.17576/JKMJC-2026-4202-05
Eco-Documentaries in Encouraging Marine Life Conservation Awareness among Malaysian Youth
In Malaysia, the topic about marine species conservation is scarce, combined together with a limited media coverage of this species has resulted in low awareness among the public. A minimum use of platforms by local media in informing the public about this alarming crisis has been a main problem. This study explores the function of the eco-documentary in encouraging marine life conservation awareness. It examines two eco-documentaries, produced by an international and a Malaysian production, in which both contents represent the issue of marine life extinction. Six focus group discussions were executed among three geographical areas (coastal area, rural area, and urban area) in order to determine Malaysian youth educational changes in conservation. This study found a change of information in relation to marine life pro-conservation and demonstrated positive perceptions and/or awareness in preserving life under water. This study further identifies that rhetorical emphasis on the issue’s local context fosters a heightened sense of accountability to protect the environment and reduce consumption of endangered marine species. It further cultivates a sense of responsibility to safeguard the nation’s iconic marine turtle species. In conclusion, this finding established the eco-documentary as another provider of additional information, knowledge about threats, exposed the effects of human activities, the existence of marine protected areas (MPAs), and the richness of marine life and its species. It is important for eco-documentary to be included in the curriculum materials in changing and instilling positive perceptions of environmental sustainability among youth. Keywords: Communication, eco-documentary, conservation awareness, educational change, underwater sustainability. https://doi.org/10.17576/JKMJC-2026-4202-06
Influence of Brand Image, Brand Reputation, Brand Credibility, and Brand Identification on Customer Satisfaction
Brands are core intangible assets for businesses, while marketing strategies prioritize customer satisfaction as a core source of competitive advantage. This study selects MR. DIY as a case to investigate how brand building affects customer satisfaction in the Southeast Asian retail context. Specifically, it examines four brand dimensions, including brand image, brand reputation, brand credibility and brand identification. Data were collected from 298 respondents through online and offline questionnaires, and processed via SPSS software. The findings show that brand image, brand credibility and brand identification have strong positive impacts on customer satisfaction. However, the relationship between brand reputation and customer satisfaction is not significant. This may be attributed to gaps between customers' expectations and actual experiences, alongside other factors like product quality and customer service. Additionally, exploratory moderation analyses indicate that these brand-to-satisfaction dynamics remain remarkably stable across different consumer demographic segments, including gender, age, and nationality. This unexpected reputation result challenges traditional views and provides new perspectives for understanding the drivers of customer satisfaction. Moreover, the study offers valuable practical references for retail brand managers, technology service teams and human resources departments. These insights can guide strategic decision-making, enabling organizations to enhance brand equity and strengthen customer relationships in a competitive marketplace. Keywords: Brand image, brand reputation, brand credibility, brand identification, customer satisfaction. https://doi.org/10.17576/JKMJC-2026-4202-07
Indonesian Government Agents' Responses to Hoaxes: From Platitudes to Rebuttals
Hoaxes have been troubling the government because they often claim to be official government information or make false accusations about the government. This research aimed to analyse how government institutions respond to hoaxes, as reflected in the content of their websites. This article employs a corpus linguistic approach and uses several tools to collect data and examine issues and responses related to hoaxes through content analysis of news and press releases published on the official channels of 34 ministries between 2020 and 2022. The data analysed consisted of 1,348 news and press releases related to efforts to counter hoaxes and promote digital literacy, collected from the websites of these ministries and agencies. The research highlighted that the Ministry of Communication and Information Technology (Kemenkominfo) played a dominant role in countering hoaxes, providing dedicated web pages for fact-checking. While other government organisations could counter hoaxes directed against them, they also offered counterinformation to be published on Kemenkominfo's website. However, despite their extensive public outreach, some other government organisations were not as active in countering hoaxes. Hoaxes did not seem to be their primary concern. The findings underscored the importance of digital literacy and proactive communication strategies in mitigating the impact of hoaxes and maintaining public trust in governmental institutions. Keywords: Hoax, disinformation, fact-checking, content analysis, Indonesia. https://doi.org/10.17576/JKMJC-2026-4202-08
Framing China's National Image in Global Media: A Systematic Literature Review
Amid intensifying global debates about China's role on the world stage, scholarly interest in how media construct China's national image has grown significantly. This article presents a systematic review of scholarly English-language research on the media construction of China's national image over the past decade, with a particular emphasis on framing strategies, theoretical developments, and broader research trends. Drawing on a PRISMA-based review framework, the study systematically identified and screened relevant literature published between January 2014 and March 2025, ultimately including 22 peer-reviewed journal articles for full-text analysis. The findings show that media representations of China are closely shaped by major geopolitical developments, including the COVID-19 pandemic, the Belt and Road Initiative, and evolving China–US relations, which influence both framing strategies and narrative emphasis. Rather than merely reflecting events, media coverage often reinforces underlying ideological positions through selective representation. Additionally, there has been a clear shift in research paradigms from traditional perspectives such as soft power and public diplomacy towards more critical approaches, including framing theory and critical discourse analysis. However, existing research remains largely focused on Western mainstream media, with limited engagement with cross-national differences and transnational media contexts, constraining a more comprehensive understanding of how competing narratives shape global perceptions of China. While the literature has advanced knowledge of media representations, notable gaps persist in theoretical pluralism, methodological diversity, and the analysis of communicative outcomes. The article therefore calls for more comparative and context-sensitive approaches in future research on global media communication. Keywords: China's national image, framing theory, media studies, media communication, systematic literature review. https://doi.org/10.17576/JKMJC-2026-4202-09
Help-Seeking Behaviour to Stop Pornography Consumption: An Application of Theory of Planned Behaviour
The rise of accessibility for digital media has heightened concerns regarding pornography consumption and its psychological, social and behavioural effects. Literature suggests a high prevalence of pornography consumption normally forces individuals seeking professional or informal help due to addiction. Help-seeking behaviour in this context is commonly examined using the Theory of Planned Behaviour (TPB), which posits that intention is influenced by attitudes, subjective norms and perceived behavioural control. Building upon the original TPB framework, this concept paper incorporates gender and self-stigma as additional predictors to better capture the sociocultural realities within Malaysia due to pornography consumption. This proposed study adopts a quantitative survey design using purposive sampling to recruit Malaysian adults aged 18 and above who self-identify with pornography addiction. The paper highlights the complex interplay between pornography consumption, moral incongruence, internalised stigma, gendered sociocultural expectations and help-seeking behaviour. Although pornography consumption rates in Malaysia have increased over time, help-seeking behaviours aimed at stopping the consumption appear to be declining. The reasons are partly due to enhanced technological advancements, persistent stigma, and gender-related barriers in the country. The findings suggest that help-seeking is not solely shaped by the core TPB constructs but is significantly influenced by self-stigma and gender norms too. Given the controversial and evolving nature of pornography, this concept paper emphasises the need for continued research to promote open dialogue and encourage healthier help-seeking behaviours among Malaysians. Keywords: Addiction, gender, help-seeking behaviour, pornography, self-stigma. https://doi.org/10.17576/JKMJC-2026-4202-10
Beyond Face-to-Face: The New Norms of Expert-Client Communication in Malaysia
Technology is becoming more important for communication between experts and clients since digital communication tools are now a common part of the workplace. This shift raises questions about how professionals communicate with clients and exchange information across various media. Actual usage remains low despite high awareness and confidence in technology, and this has raised an awareness–use gap. This study examines the use of technology in communication between experts and clients by using the auditing profession in Malaysia as a representative sample. Drawing on responses from practising auditors at Malaysian audit firms, this exploratory pilot study examines the types and frequency of use of technology-mediated communication (TMC) tools, as well as their perceived role in facilitating key audit communication tasks. The findings indicate a growing use of TMC. In line with Channel Expansion Theory, auditors’ experience with TMC is reflected in their usage patterns. Almost 70% of respondents reported regular use of TMC tools with clients, with email being the most common (76%), followed by instant messaging (55%). In comparison, 94% reported that they never use social media for client communication. This suggests a more selective approach among professionals in adapting to changing communication practices. By examining a critical professional context, this study expands the understanding of mediated communication in expert-client interactions. It offers direction for future research on the use of technology in practice. It also has practical implications for improving the effectiveness of digital communication within organisational settings. Keywords: Professionals, technology-mediated communication (TMC), expert-client interaction, auditing, patterns. https://doi.org/10.17576/JKMJC-2026-4202-11
The Influence of Social Networks on the State Structure and Political Processes
The aim of the study was to identify the impact of social media on state governance and political processes in Kyrgyzstan and Germany. To achieve this aim, comparative analysis methods were used, including the study of legal and institutional approaches. The study analysed national legislation regulating social media platforms and compared strategies for combating disinformation. The results showed that social media play an ambivalent role in political processes and state governance. On the one hand, they function as a powerful tool of democratisation, facilitating access to information, enhancing civic participation, and providing a platform for open discussion. On the other hand, social media also serve as a space for manipulation, the spread of disinformation, and political propaganda. The use of bots, trolls, and algorithmic targeting undermines trust in democratic institutions, threatening the stability and fairness of electoral processes. The findings indicate the need for balanced regulatory approaches that address both the democratic potential and the risks of digital communication. Particular attention should be paid to mechanisms for countering disinformation, preventing manipulation of public opinion, and strengthening media literacy among the population. Improving public understanding of how digital platforms operate may reduce vulnerability to information manipulation. In the context of rapid digitalisation, effective governance of social media requires cooperation between the state, civil society, and digital platforms. Such cooperation may contribute to using social media as instruments supporting democratic development while limiting the risks associated with digital manipulation. Keywords: Propaganda, mobilization, censorship, digital democracy, media space, protests. https://doi.org/10.17576/JKMJC-2026-4202-12
Environmental Problems in Central Asian Journalism: Analysis of Approaches and Trends
The study aimed to identify the peculiarities of coverage of invasive topics as media content in Kyrgyzstan, Uzbekistan and Kazakhstan. To study the specifics of environmental issues in Central Asian journalism, the method of analysis and the case method were used. The study identified the role of journalism in shaping environmental awareness. In particular, the study determined that journalistic materials influence public opinion and environmental policymaking. The research also included an analysis of environmental issues in the journalistic genres of Central Asia. The main environmental problems of the region, such as lack of water resources, environmental pollution, land degradation, etc. were identified. The study described the different genres used to cover these issues (analytical articles, investigative journalism, blogs, documentaries, etc.). Through the analysis of Kazakh, Kyrgyz and Uzbek journalism, the study determined that media resources effectively contribute to raising environmental awareness and mobilising civil society. In addition, an overview of international initiatives and projects to support environmental journalism and address environmental issues in the region was made, based on a comparative table of international initiatives was created and differences between the media strategies of Kyrgyzstan, Kazakhstan, and Uzbekistan were presented. The study also suggested that international experience should be adapted to local realities to systematically cover environmental issues on all media resources in the region: use of digitalisation, social media, interactive platforms, educational initiatives for journalists, attracting attention through opinion leaders (bloggers), development of independent media, cooperation with international environmental organisations, and use of data journalism. Keywords: Invariance, media platforms, green economy concept, social networks, Central Asian journalism. https://doi.org/10.17576/JKMJC-2026-4202-13
AI-Mediated Cross-Cultural Communication Among the Vietnamese Generation Z: Navigating Digital Dialogue in a Globalized Era
This qualitative study investigates how the Vietnamese Generation Z individuals perceive and experience artificial intelligence tools as mediators in cross-cultural communication. Adopting an interpretive phenomenological framework, the research draws on data from in-depth, semi-structured interviews with 25 Vietnamese participants aged 18-27 who reside in Hanoi and Ho Chi Minh City. Data were analyzed using reflexive thematic analysis to explore the complex interplay between AI-assisted translation technologies and authentic intercultural exchange. Findings reveal a fundamental tension: while AI tools dramatically lower barriers to initiating cross-cultural contact, participants consistently reported experiencing connection without understanding, technically successful exchanges that nonetheless felt emotionally hollow. Three interconnected themes emerged: paradoxical isolation despite increased connectivity, in which technical efficiency masks relational distance; cultural flattening through algorithmic mediation, which erodes distinct cultural nuances; and persistent authenticity concerns about the ownership of communication. The study contributes to communication theory by extending Communication Accommodation Theory to AI-mediated contexts, proposing that algorithmic translation creates a new form of technological convergence, distinct from traditional interpersonal accommodation. Practical implications suggest that educators and technology designers must look beyond linguistic accuracy to address the human dimensions of interaction, recommending that effective digital communication requires complementing AI tools with intentional cultural learning strategies to preserve authentic human connection. Keywords: Artificial intelligence, cross-cultural communication, Generation Z, Vietnam, digital mediation. https://doi.org/10.17576/JKMJC-2026-4202-14
Komunikasi Organisasi dan Reformasi Sistem Saraan: Pengaruh SSPA terhadap Produktiviti, Keadilan Institusi dan Motivasi Perkhidmatan Awam
Artikel ini menilai keberkesanan awal pelaksanaan Sistem Saraan Perkhidmatan Awam (SSPA) yang diperkenalkan pada tahun 2024 melalui kajian kes di Universiti Kebangsaan Malaysia (UKM). Dari perspektif komunikasi organisasi, reformasi saraan turut dilihat sebagai suatu proses komunikasi perubahan yang mempengaruhi persepsi, penerimaan dan kepercayaan anggota organisasi terhadap dasar yang diperkenalkan. Kajian ini menggunakan pendekatan kuantitatif dengan kaedah persampelan bertujuan yang melibatkan 383 responden. Dapatan menunjukkan bahawa SSPA mempunyai hubungan positif yang signifikan tetapi sederhana terhadap produktiviti, dengan hanya 24.5% variasi produktiviti dapat dijelaskan oleh reformasi saraan tersebut. Ini menyarankan bahawa kenaikan gaji bukanlah faktor dominan dalam meningkatkan prestasi, sebaliknya berfungsi sebagai pemangkin tambahan dalam ekosistem organisasi yang lebih kompleks. Sebaliknya, pengaruh SSPA terhadap faktor institusi seperti persepsi keadilan sistem upah dan keberkesanan komunikasi adalah sangat kuat, dengan nilai penjelasan mencecah 58.6%. Hal ini memberi indikasi bahawa kekuatan utama SSPA terletak pada keupayaannya memperkukuh kepercayaan terhadap institusi, bukan sekadar peningkatan imbuhan. Dari sudut psikologi, pengaruh SSPA terhadap PSM adalah lemah, menandakan bahawa motivasi intrinsik penjawat awam tidak banyak dipengaruhi oleh ganjaran material. Analisis lanjut mendapati bahawa dimensi PSM yang bersifat normatif dan kognitif - seperti komitmen kepada kepentingan awam dan kefahaman terhadap dasar - lebih mempengaruhi penerimaan SSPA berbanding dimensi emosi seperti belas ihsan. Secara keseluruhan, kajian ini menegaskan bahawa keberkesanan reformasi saraan tidak boleh bergantung kepada logik ekonomi semata-mata, sebaliknya memerlukan integrasi ganjaran material, keadilan institusi dan komunikasi organisasi. Implikasi kajian menunjukkan bahawa komunikasi dasar yang berkesan berperanan penting dalam membentuk persepsi, kepercayaan dan penerimaan terhadap reformasi saraan sektor awam. Kata kunci: Sistem Saraan Perkhidmatan Awam, Teori Upah Kecekapan, Motivasi Perkhidmatan Awam, komunikasi organisasi, produktiviti perkhidmatan awam. https://doi.org/10.17576/JKMJC-2026-4202-15
Mapping AI Literacy Frameworks: A Global Document Analysis of Dimensions, Competencies, and Communication Gaps
Artificial intelligence (AI) literacy has emerged as an essential competency in the context of rapid technological transformation, yet existing frameworks have been developed unevenly across disciplines and rarely address the specific needs of communication-related fields. This study conducts a global document analysis of 34 AI literacy frameworks published between 2015 and 2025 to examine their disciplinary orientations, theoretical foundations, contextual specificity, and competency structures. The findings show that most frameworks are concentrated in education-oriented contexts, while communication-specific frameworks remain limited. In addition, 82.4% of the identified frameworks do not specify a national or regional context, and 73.5% do not specify an explicit theoretical or model-based foundation. Through qualitative coding and framework content synthesis, the study identifies a consolidated structure consisting of six overarching dimensions, 69 sub-dimensions, and 109 competencies. The results further indicate that existing frameworks cover cognitive, technical, ethical, application-oriented, pedagogical, and affective dimensions, but communication-related competencies remain dispersed and insufficiently consolidated. Elements such as communication and collaboration, digital communication and expression, AI-generated content evaluation, information and mis/disinformation, content authenticity, disclosure of AI use, and responsible AI practices appear across selected frameworks, yet they are usually embedded within broader competency structures rather than organized as a coherent communication-sensitive AI literacy framework. By revealing these disciplinary, conceptual, and communication-related gaps, this study provides an evidence-based foundation for future development of AI literacy frameworks for communication-related fields. Future research should further develop and empirically validate communication-sensitive AI literacy frameworks with communication students, educators, and professionals. Keywords: AI literacy framework, communication, document analysis, dimensions, competencies. https://doi.org/10.17576/JKMJC-2026-4202-16
Visual Effectiveness of a Public Service Advertisement Video: Visual Sensation and Visual Perception among Students with Learning Disabilities
Public Service Advertisement (PSA) videos are important communication tools for disseminating social messages and promoting public awareness. However, empirical evidence on how students with learning disabilities process visual information in PSA videos remains limited, particularly regarding visual sensation and visual perception. This study examined the visual effectiveness of a PSA video among students with learning disabilities by distinguishing visual sensation and visual perception as sequential dimensions of visual information processing. A quantitative descriptive design was employed involving 37 students with learning disabilities from four universities and one disability support institution in Indonesia. Participants viewed a PSA video under standardized conditions and completed a structured questionnaire measuring visual sensation and visual perception using a five-point Likert scale. Descriptive statistical analysis was conducted using mean scores, complemented by a scene-by-scene analysis to support interpretation of the findings. The results showed that both visual sensation and visual perception achieved high overall mean scores (M = 3.9). Indicators related to lighting, contrast, message comprehension, and recognition of social purpose received higher ratings, while emotional engagement and higher-order interpretation scored relatively lower. The scene-by-scene analysis indicated that organized visual structures, readable typography, colour contrast, subtitles, and multimodal visual cues enhanced accessibility and message comprehension. In contrast, excessive movement and visual complexity increased cognitive demands on viewers. This study contributes to visual communication research by providing empirical evidence on visual information processing among students with learning disabilities and offers recommendations for designing more inclusive, accessible, and cognitively sensitive PSA videos. Keywords: Public service advertisement, learning disabilitie, visual sensation, visual perception, inclusive communication. https://doi.org/10.17576/JKMJC-2026-4202-17
Transformasi Tokoh Sejarah ke Layar Perak
Filem Sejarah Nasional Malaysia [seterusnya FSNM] telah bertapak sejak tahun 1981 dengan kemunculan filem Bukit Kepong (1981). Sehingga tahun 2023, industri perfileman Malaysia telah menerbitkan tujuh FSNM. Kesemua filem ini telah memindahkan fakta sejarah berkaitan tokoh ke dalam naratif filem. Namun, proses ini berdepan dengan cabaran untuk menyeimbangkan pemaparan fakta sejarah yang tepat tentang tokoh dengan keperluan membina naratif yang menarik. Hal ini menimbulkan persoalan iaitu siapakah tokoh yang telah dipindahkan ke dalam FSNM dan apakah proses kreatif yang telah dilalui oleh tokoh-tokoh ini untuk dipersembahkan di layar perak. Bagi menjawab persoalan tersebut, satu kajian asas dengan reka bentuk kualitatif telah dijalankan. Analisis kandungan digunakan sebagai kaedah utama untuk mengumpul data. Kajian ini menggunakan teori intertekstualiti oleh Julia Kristeva (1980) bagi meneliti proses kreatif yang terlibat dalam pemindahan tokoh di layar perak. Dapatan kajian menemui bahawa sebanyak tujuh tokoh telah dipindahkan ke dalam FSNM sebagai watak utama. Tujuh tokoh tersebut terdiri kepada tiga kategori iaitu nasionalis beruniform, nasionalis kemerdekaan dan nasionalis politik. Kesemua tokoh ini telah disalin dan dipindahkan secara penuh menerusi empat aspek iaitu nama, latar belakang, sumbangan serta perwatakan mereka. Selain itu, pemaparan ketujuh-tujuh tokoh dalam FSNM tidak dapat lari daripada proses pengolahan. Justeru, pemindahan tokoh dalam naratif turut melibatkan prinsip ekspansi bagi memaparkan kisah tokoh dengan lebih menarik dan prinsip haplologi bagi mengekalkan fokus naratif terhadap perjuangan tokoh. Secara keseluruhannya, kajian ini menyumbang kepada korpus ilmu terutamanya dalam menyediakan satu penelitian khusus terhadap proses kreatif yang dilalui oleh tokoh sejarah yang diangkat ke dalam filem. Kata kunci: Filem Melayu, filem sejarah intertekstualiti, proses kreatif, transformasi, tokoh sejarah. https://doi.org/10.17576/JKMJC-2026-4202-18
Political Campaign in Southeast Asia: Visual Strategies, Public Perception, and Electoral Impact
Despite the rise of digital political communication, campaign posters remain a key visual tool for visibility and symbolic representation in Southeast Asian elections, though their direct impact on voter behavior and final electoral outcomes remains debatable. Most existing studies, rooted in Western contexts, presume a strong link between campaign visuals and voter decisions, neglecting socio-political and cultural complexities in non-Western settings. This study explores visual communication strategies in political campaign posters from Thailand, Malaysia, and Indonesia, focusing on their representational, interactive, and compositional dimensions. Using a qualitative approach grounded in social semiotics, 75 posters from recent elections were analysed through stratified purposive sampling to ensure diversity in party affiliation, themes, and visual styles. Data were drawn from official sources, public displays, and archival records, supplemented by expert interviews and comparative analysis. The results reveal a shared reliance on national symbols, colour-coded branding, and leader-centric narratives. Thai posters employ monarchical symbolism to assert legitimacy; Malaysian visuals emphasise political continuity and ethnic inclusivity; Indonesian posters combine national and local cultural elements to strengthen voter connection. Populist messaging promising economic and social progress is widespread but contributes to urban visual congestion, which may reduce message clarity. The study also finds that Malaysia tends to favour party-driven communication, whereas Thailand and Indonesia place greater emphasise individual candidates. Despite their prevalence, campaign posters appear to have limited persuasive power. This research contributes to political communication scholarship by contextualising campaign poster strategies within Southeast Asian electoral landscapes and offering perspectives that move beyond dominant Western centred frameworks. Keywords: Visual communication, campaign posters, social semiotics, Southeast Asian politics, political branding. https://doi.org/10.17576/JKMJC-2026-4202-19
Becoming of Bigueňo: A Grounded Theory of Vigan Cultural Heritage Communication
Cultural heritage is part of what people are. It is a testament to the past human existence that defines the present and the future. Guided by the concepts of cultural heritage and communication, 17 participants involved in communicating cultural heritage and residents of Vigan City, a renowned UNESCO World Heritage Site participated in in-depth interviews to document their narratives on their becoming a Bigueňo. Findings led towards the development of a theory on cultural heritage communication (CHComm) through the rigors of Kathy Charmaz’ constructivist grounded theory. The theorizing revealed that Kinasiasino ti Bigueňo or the becoming of a Bigueňo identity, is the core of cultural heritage communication. CHComm explains that cultural heritage symbolizes the becoming of individual identities. Thus, cultural heritage is not only regarded as inherited old structures (tangible) and practices (intangible) but the development of one’s persona. Findings also revealed that through panangiburay (knowledge sharing), tungtongan (dialogue), panangital-o (promotion), panagsukisok (research), panangiyallatiw (education), artisko a panangiyebkas (artistic expression), and pannakisarsarita (continual communicative experience), cultural heritage communication allows individuals and communities to shape their image and how this is exude in public. Hence, as originally defined in this study, the Cultural Heritage Communication Theory is the process of completely and accurately exchanging information and knowledge through multi-approaches using various channels for different stakeholders to understand, appreciate, and preserve cultural heritage that is significant in inculcating one’s identity relevant to the development of a nation. Keywords: Cultural preservation, information exchange, cultural heritage, becoming of identities, vigan. https://doi.org/10.17576/JKMJC-2026-4202-20
Uncertainty Reduction in the 2024 Indonesian Presidential Election: A Narrative Review of Political Communication Trend
Indonesia’s electoral landscape often faces controversy and allegations of irregularities that lead to uncertainty among citizens. Ruminating from the 2017 Jakarta Gubernatorial Election which is considered the worst-case election in Indonesian political history because of many issues and incidents related to race, religion, and ethnicity that created a polarized and fragmented society, dismissed the national identity, and threatened the socio-political stability of the nation. Thus, we elaborate on political communication strategies implemented by political parties and government institutions during the 2024 Indonesian Presidential Election to emphasize how communication influences individuals’ behaviours throughout human interactions to reduce uncertainty during the campaigns. Uncertainty Reduction Theory is used as a fundamental framework to explain how organizations should modify their communication methods to refrain from any potential threats. Drawing on a narrative review of 30 research articles subject from 2023–2025 regarding the 2024 Indonesian Presidential Election, the results emphasize the utilization of digital media platforms for developing interpersonal relationships between all parties and voters during political campaigns. Results also divulge the digital primacy of social media and hybridization strategies become the central bridgehead for political communication that indicate sustained growth of digital political communication trend in Indonesia that marked a significant turning point in the role of digital media in shaping political narratives and voters’ engagement. This study also underlines the adaptation of theoretical basis to practically design and evaluate communication campaigns, specifically uncertainty reduction theory (URT), which can provide succour to manage uncertainty among voters at times of political years. Keywords: Political communication, uncertainty reduction, interpersonal relationship, identity politicization, digital communication. https://doi.org/10.17576/JKMJC-2026-4202-21
Antara Kempen dan Realiti: Penyampaian Sokongan Kesihatan Mental KKM kepada Penjaga Individu Autisme: Kajian Kualitatif di Lembah Klang
Kesihatan mental yang baik adalah penting untuk semua, namun penjaga individu autisme sering berhadapan dengan jurang antara kempen kesedaran yang dilaksanakan dan realiti sokongan yang mereka terima. Tuntutan penjagaan yang berterusan turut meningkatkan tahap stres dan menjejaskan kesejahteraan mental mereka. Kajian ini bertujuan untuk meneroka penyampaian sokongan dan inisiatif kesedaran kesihatan mental yang dilaksanakan oleh Kementerian Kesihatan Malaysia (KKM) kepada penjaga individu autisme, serta bagaimana komunikasi dan capaian inisiatif tersebut berkaitan dengan kesedaran dan kesejahteraan mereka. Menggunakan reka bentuk kualitatif, data dikumpulkan melalui temu bual mendalam dengan enam orang penjaga individu autisme dan seorang wakil daripada KKM di Lembah Klang. Berdasarkan perspektif informan, dapatan menunjukkan bahawa walaupun pelbagai kempen telah dilancarkan oleh KKM, mesej tersebut sebahagian besarnya tidak sampai kepada penjaga, yang mewujudkan jurang ketara antara kempen yang dipromosikan dengan realiti sokongan yang dialami. Maklumat bantuan yang tidak lengkap atau tidak jelas menyumbang kepada rasa kecewa serta menjejaskan proses mendapatkan bantuan. Cabaran komunikasi ini diperkuat oleh stigma sosial terhadap autisme, sekali gus meningkatkan tekanan psikologi terhadap penjaga. Dapatan kajian ini turut menunjukkan perkaitan antara kelemahan penyampaian sokongan KKM dengan tahap kesedaran penjaga tentang kepentingan kesihatan mental. Walau bagaimanapun, memandangkan bilangan informan yang terhad, dapatan ini tidak boleh digeneralisasikan kepada semua penjaga individu autisme di Malaysia. Kesimpulannya, strategi komunikasi kesihatan dan inisiatif KKM perlu diperbaiki dengan penglibatan aktif penjaga agar lebih relevan, mudah diakses dan berkesan, sekali gus menyokong pembangunan program intervensi yang lebih tepat sasaran. Kata kunci: Komunikasi kesihatan, kempen kesedaran kesihatan mental, penjaga individu autisme, Kementerian Kesihatan Malaysia (KKM), penyampaian maklumat. https://doi.org/10.17576/JKMJC-2026-4202-22
Revisiting the Role of Health Literacy in Predicting Knowlesi Malaria Prevention Behaviour: Evidence from At-Risk Communities in Peninsular Malaysia
Health literacy has been widely recognised as a key determinant of health behaviour; however, there’s insufficient evidence for its role in shaping prevention behaviours in zoonotic disease contexts. The current study attempts to revisit the role of health literacy in predicting behavioural intention towards Knowlesi malaria prevention behaviours among at-risk communities in Peninsular Malaysia. The Integrated Behaviour Model (IBM) is used to examine how attitudes, perceived norms, personal agency, and health literacy influence the intention to perform four Knowlesi malaria prevention behaviours: wearing long-sleeved clothing during outdoor activities, using mosquito repellents, using bed nets, and using mosquito coils. Data were collected through a cross-sectional survey among 440 respondents from four malaria-endemic districts and were analysed using IBM SPSS version 27 software. The hierarchical regression analysis indicates that IBM constructs, attitudes, perceived norms, and personal agency showed strong and significant associations with behavioural intention across all prevention behaviours. But, health literacy showed limited and inconsistent predictive power, with no significant effect observed for certain behaviours and a negative association in others. These findings challenge the common assumptions regarding the role of health literacy in promoting health behaviours. The results suggest that while health literacy enhances an individual’s capacity to process information, it does not necessarily translate into behavioural intention without the support of motivational or social determinants. This study contributes to health communication scholarship and helps policy-makers by highlighting the need to integrate cognitive, social, and contextual factors when designing effective malaria intervention strategies, especially for at-risk populations. Keywords: Knowlesi malaria prevention behaviours, integrated behaviour model, health literacy, at-risk communities, Peninsular Malaysia. https://doi.org/10.17576/JKMJC-2026-4202-23
How was General Election 15 Framed in Malaysian Media: Exploring the Role of Framing and Political Narratives
The 15th General Election (GE15) marked a critical moment in Malaysia’s political landscape, with mass media playing an important role in shaping electoral discourse. This study examines how selected Malaysian mainstream and independent media outlets framed key political issues during GE15, with a particular attention to corruption, governance, youth participation, and coalition politics. Using qualitative content analysis methodology, this research examines 11 purposively selected news articles published during the election period and the immediate post-election phase to capture key framing moments. By comparing these different types of media, the study shows the different viewpoints through which voters received political information. The findings suggest tendencies in framing practices rather than generalizable patterns. Comparatively, mainstream media outlets tended to emphasize themes related to political stability, continuity, and leadership competence, which aligned with established political narratives, while independent media more frequently highlighted accountability, governance failures, and necessity political change in portraying GE15. Youth participation, amplified by the implementation of the Undi18 amendments, was commonly framed as a transformative electoral force. However, these narratives often lacked detailed discussion. Furthermore, post-election reporting reflected uncertainties surrounding coalition-building and democratic governance in a divided political environment. In conclusion, this study contributes exploratory insights into how media ownership and editorial orientation may shape strategic political narratives during elections, while acknowledging the limitations of a small qualitative sample size. Keywords: Alternative media, election, GE15, mainstream media, politics. https://doi.org/10.17576/JKMJC-2026-4202-24
Communicating Corporate Social Responsibility (CSR) in the Digital Era: A Systematic Review of Its Impact on Corporate Reputation
Rapid advancements in digital technology have changed how businesses communicate corporate social responsibility (CSR), and digital channels have become essential for engaging stakeholders and enhancing a company's reputation. As previous studies have looked at digital CSR communication, there is still a lack of comprehensive knowledge on how digital CSR practices affect stakeholder trust, corporate credibility, and long-term performance results. Specifically, there is a lack of methodical synthesis that links ethical concerns, stakeholder responses, and strategies for communication in digital CSR contexts. To address this gap, this study conducts a systematic literature review of digital CSR communication and its implications for corporate reputation. Guided by PRISMA protocol, relevant studies were identified from Scopus and Mendeley databases. Following a structured screening process, 38 peer-reviewed studies were included for analysis. The review synthesizes findings into three interrelated themes. First, digital channels, tactics, and process models in CSR communication examine how organizations strategically use digital platforms and tools to communicate CSR initiatives. Second, stakeholder responses and performance outcomes of digital CSR highlight how stakeholder perceptions, trust, and engagement shape reputation, loyalty, and long-term value creation. Third, transparency, ethics, and risk in digital CSR address challenges related to greenwashing, legitimacy, and crisis management in online environments. This review advances digital CSR scholarship by offering an integrated framework that links communication strategies, stakeholder dynamics, and ethical considerations. Practically, it provides guidance for organizations seeking to leverage digital CSR communication while safeguarding credibility and mitigating reputational risks in an increasingly digitalized landscape. Keywords: Corporate social responsibility, corporate reputation, digital era, stakeholder, corporate strategy. https://doi.org/10.17576/JKMJC-2026-4202-25
Digital Intercultural Learning for Competence Development: A Comprehensive Structured Review
Digital transformation in education has intensified intercultural interaction, creating expanded opportunities and emerging challenges for competence development in virtual learning environments. Despite growing interest, research into how digital learning shapes intercultural competence remains scattered, signalling a need for systematic integration. This review systematically synthesises evidence on digital and technology-enhanced approaches to intercultural competence growth across educational settings. Using the PRISMA protocol, studies were sourced from SCOPUS and ERIC using the keywords Digital Learning AND Intercultural Communication. After identification, screening, and eligibility procedures, 34 empirical studies were included for final analysis. The findings have revealed three (3) major thematic patterns: (1) Online and Informal Digital Learning Environments, which involve MOOCs, COIL exchanges, and informal digital English learning that promote awareness, sensitivity, and communicative adaptability; (2) Innovative Digital Tools and Modalities, highlighting the use of VR, AI, serious games, SNS-supported tasks, and audiovisual translation to enable immersive cultural exchange and experiential learning; and (3) Intercultural Competence, Identity, and Communication in Educational Contexts, where cultural identity positioning, linguistic interaction, and instructional presence shape competence outcomes. Across themes, digital learning has demonstrated strong potential to enhance intercultural competence through guided interaction, reflective engagement, and culturally integrated design. However, issues such as unequal digital access, inconsistent conceptual framing, and varying pedagogical readiness have remained as notable challenges. Overall, the review confirms that digital learning is a promising pathway for developing intercultural competence and calls for clearer conceptual grounding, inclusive digital frameworks, and longitudinal research on identity formation and communication behaviour in multicultural online ecosystems. Keywords: Digital learning, technology-enhanced learning, intercultural communication, competence development, educational settings. https://doi.org/10.17576/JKMJC-2026-4202-26
Digital Literacy and Scam Susceptibility Among Youth: The Mediating Roles of Risk Awareness and Digital Responsibility
The rapid expansion of digital platforms has significantly increased youths’ exposure to online scams, rendering digital protection competencies a critical area of inquiry. Despite growing scholarly attention to cybercrime victimisation, limited research has examined how digital literacy shapes individuals’ vulnerability to online scams through cognitive and behavioural mechanisms. Grounded in Protection Motivation Theory (PMT), this study investigates the relationship between digital literacy and scam susceptibility among Malaysian youth, with online risk awareness and perceived digital responsibility serving as mediating variables. A quantitative survey was administered to 383 youth respondents with active digital engagement. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) via SmartPLS. The measurement model demonstrated satisfactory reliability and validity, whilst the structural model revealed that digital literacy dimensions particularly critical evaluation that significantly enhance online risk awareness and perceived digital responsibility. Both mediators were found to significantly reduce scam susceptibility, confirming their protective role in digital environments. Mediation analysis further indicated that risk awareness and digital responsibility partially mediate the relationship between digital literacy and scam susceptibility, underscoring the importance of cognitive and normative protective mechanisms. The findings contribute to communication and cyber-safety scholarship by extending PMT to the context of youth digital behaviour in Malaysia. Practically, the study emphasises the need for digital literacy education programmes that cultivate risk awareness and responsible online conduct, which can ultimately reduce youth vulnerability to online scams. Keywords: Digital literacy, online scam susceptibility, risk awareness, digital responsibility, protection motivation theory. https://doi.org/10.17576/JKMJC-2026-4202-27
Artificial Intelligence in Family Life and Malaysian Parents’ Perceptions of Risks and Opportunities
Artificial intelligence (AI) is increasingly embedded in everyday digital environments, shaping how families access information, learn, and communicate. As children encounter AI-powered tools and generative technologies in educational and online contexts, parents play a critical role in guiding their engagement with these systems. This study examines Malaysian parents’ knowledge of artificial intelligence and their perceptions of AI-related risks and opportunities in family life. Using a survey of 302 parents conducted between December 2025 and January 2026 through stratified sampling to approximate the demographic composition of the Malaysian population, the study investigates whether knowledge about AI and generative AI predicts parents’ perceptions of AI. Descriptive findings indicate that Malaysian parents demonstrate moderate to relatively high levels of AI knowledge, particularly regarding the presence of AI in everyday applications and its ability to generate digital content. At the same time, parents express concerns about risks such as technology dependency, misinformation, privacy issues, and potential impacts on children’s well-being. Despite these concerns, parents also recognise significant opportunities associated with AI, especially in supporting learning, creativity, and future career preparation. Regression analysis further reveals that AI knowledge significantly predicts both risk perception and opportunity perception, suggesting that parents with greater AI literacy develop more nuanced evaluations of artificial intelligence. The findings highlight the importance of strengthening AI literacy and digital parenting initiatives to help families navigate the evolving role of artificial intelligence in children’s digital environments. Keywords: Artificial intelligence, digital parenting, AI literacy, parental perceptions, Malaysian families. https://doi.org/10.17576/JKMJC-2026-4202-28
Beyond Western Paradigms: Enhancing the Cross-Cultural Adaptation Model for Malaysia’s Multicultural Society
International student mobility has emerged as a key feature of contemporary higher education, resulting in complex intercultural dynamics to universities worldwide. However, most existing intercultural communication frameworks currently in use are Western-centric and often fail to capture the institutional structures, religious norms, and experiences of students found in many Asian societies. Therefore, this study examines the applicability of Kim’s Cross-Cultural Adaptation Model within Malaysia’s multicultural and multireligious higher education environment, where collectivist orientations, religious norms, and institutional structures shape both students’ adaptation and staff support practices. The main objective is to explore the intercultural experiences, particularly on academic, social, and cultural adjustment processes, among international postgraduate students and academic staff across four Malaysian research universities to assess the relevance of Kim’s model. Using qualitative research, data were collected through semi-structured interviews involving 12 international postgraduate students and 12 academic staff members. Thematic analysis revealed seven additional adaptation factors that extend the model: Work Factor, Personal Factor, Academic Adaptation, Psychological Adaptation, Social Adaptation, Physical Adaptation, and Cultural Adaptation. These dimensions highlight localized challenges related to institutional practices, communication, cultural familiarity, and psychological well-being. The Institutional Factor emphasizes teaching approaches, support systems, and relational engagement, while Cultural Adaptation addresses lifestyle, values, and leisure strategies. Rather than replacing Kim’s framework, this study proposes a contextual refinement that strengthens its explanatory power for understanding intercultural adjustment in Malaysia and other culturally complex societies. Keywords: Intercultural adaptation model, cultural adaptation, international students, student experience, intercultural communication. https://doi.org/10.17576/JKMJC-2026-4202-29
Digital Deception: A Qualitative Investigation of Online Scam Victims' Experiences and Coping Mechanisms
Cyber scams have emerged as a critical global threat, leading to substantial financial loss, profound psychological distress, and a systemic erosion of trust in digital transactions. This study investigates the lived experiences of online scam victims to uncover recurring patterns in fraudulent methodologies, immediate victim responses, and the efficacy of institutional remedies. Theoretically grounded in Protection Motivation Theory (PMT), the research examines how cognitive processes specifically treat appraisal (perceived severity and vulnerability) and coping appraisal (self-efficacy and response efficacy) shape individuals' behavioral adaptations following victimization. Employing a qualitative research design, semi-structured interviews were conducted with 15 scam victims, and the data was analysed using a systematic thematic approach supported by NVivo software. The findings reveal that fraudsters systematically exploit social trust, urgency, and disinformation, resulting in severe emotional trauma and financial instability. While victims often adopt immediate coping strategies, such as reporting incidents to authorities, many express significant frustrations with the perceived inadequacy of law enforcement and institutional responses. The study highlights the vital necessity of enhancing digital literacy, fostering institutional accountability, and integrating psychological support into victim assistance frameworks. By providing empirical insights into victim narratives, this research contributes to cybercrime literature and offers a robust basis for legislative and policy improvements aimed at mitigating the impact of digital deception. Keywords: Cybercrime, online scams, protection motivation theory, victim experiences, digital fraud prevention. https://doi.org/10.17576/JKMJC-2026-4202-30
Health Information Quality in Digital Health Campaigns
The growing reliance on social media and digital platforms for public health communication has intensified concerns regarding the quality, reliability, and trustworthiness of health information disseminated through online campaigns. Despite increasing scholarly attention to misinformation and credibility issues, research examining health information quality specifically within structured digital health campaigns remains fragmented. This study employs a Systematic Literature Review (SLR) guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol. Peer-reviewed articles were retrieved from Web of Science, Scopus, Emerald, and ScienceDirect using predefined keywords related to health information quality, reliability, accuracy, trustworthiness, social media, and digital campaigns. After screening and eligibility assessment, relevant studies were analysed thematically. The review identifies three principal dimensions shaping health information quality in digital campaign contexts: (1) message-related factors, including accuracy, clarity, and completeness; (2) source-related factors, particularly credibility and institutional trust; and (3) audience evaluation processes, such as perceived usefulness and engagement. The findings reveal that while misinformation has been widely studied, relatively few investigations focus explicitly on the strategic design and evaluation of information quality within organised digital health campaigns. This review consolidates existing knowledge and highlights theoretical and methodological gaps in the literature. It underscores the need for more integrative models linking information quality to behavioural outcomes in digital campaign settings. The findings offer practical implications for health authorities and campaign designers seeking to enhance the effectiveness of digital health communication strategies. Keywords: Health information quality, digital health campaigns, social media communication, Systematic Literature Review (SLR), PRISMA. https://doi.org/10.17576/JKMJC-2026-4202-31
Crisis Communication and Leadership Response: Expert Assessments of Prasarana Malaysia Berhad’s Kelana Jaya LRT Incident
In May 2021, Prasarana Malaysia Berhad faced a critical crisis when a manually operated train collided with an automated passenger train on the Kelana Jaya LRT line, injuring 213 passengers. The situation worsened due to ineffective leadership and poor communication during a press conference by then chairman Dato’ Sri Haji Tajuddin Abdul Rahman, which led to his dismissal and intensified public criticism. This study focuses on communication experts' assessments of the leadership and crisis communication management strategies demonstrated by Prasarana during the incident. Using a qualitative approach, online interviews were conducted with communication professionals to explore their evaluations of the organization’s crisis response. The findings were analysed using thematic analysis and guided by the Situational Crisis Communication Theory (SCCT). Experts acknowledged that Prasarana’s use of the rebuild strategy, particularly compensating the victims, was appropriate and aligned with SCCT principles for handling a preventable crisis. However, they also highlighted weaknesses in leadership decisions and criticized the initial use of denial and diminishing strategies, which contradicted best practices in crisis communication and leadership accountability. This study underscores the crucial role of leadership in managing public perception and maintaining credibility during a crisis. It also emphasizes the need for aligning communication strategies with established theoretical frameworks. Keywords: Leadership, crisis strategy, crisis communication management, Situational Crisis Communication Theory, Kelana Jaya LRT incident. https://doi.org/10.17576/JKMJC-2026-4202-32
A Tool for Change in Higher Education: Empowering Student Learning and Wellbeing through Generative Artificial Intelligence (GenAI)
This study examines how ChatGPT was used as a guided learning support tool in a Research Methodology course for third-year Communication undergraduates at a private Malaysian university. Rather than treating GenAI as a replacement for student effort, the paper focuses on how students used ChatGPT during the early stages of research proposal development, particularly when generating research ideas, drafting background sections, and shaping problem statements. Data were drawn from reflective essays and classroom-based learning materials submitted by 40 students after a structured ChatGPT activity. Thematic analysis identified eight connected themes: idea generation, time efficiency, confidence building, structured thinking, broadened research perspectives, motivation and engagement, writing and language support, and awareness of GenAI limitations. The findings show that ChatGPT helped students move past the difficulty of beginning an academic research work, reduced uncertainty in academic writing, and supported more organised thinking. At the same time, students were able to recognise the tool’s limitations, especially its lack of reliable citations and the need to verify information through scholarly sources. The study argues that ChatGPT can contribute to student learning and wellbeing when it is embedded within clear pedagogical guidance, ethical expectations, and reflective practice. Its value lies not in producing finished academic work, but in supporting students to think, question, revise, and take greater ownership of their learning. Keywords: Generative artificial intelligence, ChatGPT, student learning and wellbeing, higher education, transformative learning. https://doi.org/10.17576/JKMJC-2026-4202-33
Redefining Editorial Workflows through Organisational Strategies for Cross-Platform Journalism In Malaysian TV Newsrooms
The digital transformation of the media landscape demands a re-evaluation of editorial workflows in Malaysian TV newsrooms. News editors, as key managerial figures, are central to organizational leadership and strategic policy implementation in cross-media production; their role is vital for effective cross-platform journalism. This research explores how news editors conceptualize, implement, and sustain organizational strategies to empower multimedia journalists and uphold journalistic quality across diverse media platforms. Utilizing an adapted Galtung and Ruge (1965) News Value Theory, this qualitative study employed interpretative phenomenological analysis (IPA). In-depth interviews with 12 news editors from four leading Malaysian TV newsrooms yielded rich insights. Findings reveal two superordinate themes essential to editors' effectiveness in redefining workflows. The first, operational framework emphasises field support, collaborative planning and digital infrastructure, enables news editors to provide practical resources and strategic direction for efficient multi-platform content creation. The second, newsroom culture highlights empowering support and mindset, demonstrates how news editors foster an adaptive environment empowering multimedia journalist to embrace digital tools and enhance journalistic quality. This study offers valuable insights for media organizations to strategically support news editors and multimedia journalists in navigating digital convergence, fostering sustainable cross-platform journalism. Future research could investigate the long-term impact of these strategies on journalistic output and audience engagement across different media platforms. Keywords: Digital journalism, cross-platform, multimedia journalist, editorial, interpretative phenomenological approach. https://doi.org/10.17576/JKMJC-2026-4202-34
The Telegram Files: Online Discourse, Narrative Construction, and Public Engagement in the Zayn Rayyan Case
Online discourse is a fundamental aspect of digital participation, allowing netizens to freely express their views and interpretations of current events. In the context of criminal incidents unfolding in real time, online platforms often attract extensive public engagement, with individuals contributing their own perceptions, assumptions, and narratives at various stages of the case. In today's digital age, such participation has become a social norm, where criminal cases are not only reported but also actively discussed, debated, and reconstructed by online communities. As a result, each case develops its own distinctive online discourse, shaped by the unique interactions, interpretations, and dynamics of digital audiences. This study examines how citizen-led disclosures on Telegram shape public understanding of ongoing criminal investigations, using the Zayn Rayyan case in Malaysia as a critical case study. Drawing on a qualitative design combining paper tracing analysis, discourse analysis, and netnography, the study analyses three layers of data: Telegram exposés (Edisi Siasat), mainstream media reports, and netizens’ online comments. The findings reveal the emergence of “shadow narratives”, unverified but widely circulated interpretations that gain legitimacy through repetition and emotional resonance rather than legal validation. These narratives operate within a “gray communication field,” where encrypted and semi-private platforms blur boundaries between public and private communication. The study demonstrates how such environments challenge traditional Gatekeeping Theory, reconfigure Public Sphere dynamics, and contribute to affect-driven forms of public judgment. The paper argues that viral, networked investigations are reshaping epistemic authority in digital culture, particularly in non-Western contexts. Keywords: Telegram, viral leaks, social media, online discourse, Zaynn Rayyan. https://doi.org/10.17576/JKMJC-2026-4202-35