Championing political campaigning towards first-time voters

Nazrin Shahnaz Peer Mohamed, (2013) Championing political campaigning towards first-time voters. Jurnal Komunikasi ; Malaysian Journal of Communication, 29 (2). pp. 79-86. ISSN 0128-1496


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Undoubtedly, the 2013 electoral campaign in Malaysia marked to have significantly increased in its political campaigning budget. Despite that, General Election 13 was noted to be the most interesting in the history of Malaysian history, as it would be a most competitive presidential campaign, and the kingmakers to be first-time voters and young voters. This chapter focused on the candidates’ advertising message strategies and their effects. The content and effects of these warrant investigation as results of tremendous advertising expenditures. Since the most polls conducted throughout the critical phase of the campaign indicated that the battle of General Election 13 would be to convert large undecided voters, young voters with weak pre-existing storage of information and also for political parties to sustain as relevant to the youth. In studies, this study identified the elements that underlie a successful political campaign, by ascertaining most preferred style, elements, tone and manner, content, structures and pattern of political advertisements to be targeted to first-time voters in particular. The researcher conducted a focus group of 3 groups based on their urban development categories such as rural, semi-urban and urban. The results show there is many elements that was not acknowledged by advertisers and political parties before designing and strategizing a campaign, thus, there is a lack of effectiveness in persuading and communicating with first-time voters.

Item Type:Article
Keywords:Political campaigning/ Advertising; First-time voters; Counter-attack advertising; Political candidates; Subtle advertising; Voters' choice
Journal:Jurnal Komunikasi ; Malaysian Journal of Communication
ID Code:6909
Deposited By: ms aida -
Deposited On:08 Mar 2014 11:42
Last Modified:14 Dec 2016 06:42

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